Marketing

Expect to see more television commercials for Chemistry.com mid April. There will be 4 different ads and the campaign will be mostly seen on cable stations like Bravo, TNT and the Food Network.

Last year Chemistry.com spent $21 million on television commercials which helped grow the sites traffic by over 70 percent in February (when compared to the last year). Chemistry had over 500,000 unique visitors last month. In total they have 4.2 million registered members.

See BrandWeek for further details or check out our Chemistry.com Review (Chemistry).

PerfectMatch.com relationship expert and professor of sociology at the University of Washington, Dr. Pepper Schwartz has been in the news a few times late last month. She was interviewed on Oprah & Friends XM radio show in a live segment in which she discussed matchmaking and online dating. Then a few days later a WebMD article called The ' Good Enough' Marriage' was publish in which Dr. Pepper Schwartz was asked for her expert opinion on, if it is ok to settle for Mr. or Mrs. 'Good Enough'. This article was also featured on CBSNews.com.

Dr. Pepper Schwartz played a leading role in designing PerfectMatch.com singles matching program called the Duet Total Compatibility System. For more information please read our Perfect Match Review (Perfectmatch.com).

The New York Times has published an article regarding Chemistry.com new attack ads on eHarmony. Chemistry will be launching ads this week in newspapers and magazines which strike out at eHarmony for not accepting gay members. eHarmony counters Chemistry.com's attacks by stating:

eHarmony's matching system is based on psychological data collected from heterosexual married couples, and we have not offered a service for those seeking same-sex matches. Nothing precludes us from offering a same-sex service in the future, but it's not a service we offer now.

You may remember, last April Chemistry did a similar ad campaign called "Rejected by eHarmony". They spent $20 million on that campaign which helped raise their membership levels by 80% and gay members have increased by will over 200%. Currently it is estimated that Chemistry has 3.7 million registered members and eHarmony has 17 million members.

We will soon be seeing some new ads from Match.com 2008 ad campaign called Rewind. Rewind will feature couples who have met online using the Match.com dating service. Expect to see both internet and TV spots. The TV commercials will mainly be airing on the NBC and ABC TV networks during shows like Grey's Anatomy and Desperate Housewives. These ads will also include information on new features at Match including Match My Friends (see this story).

Match owes a large part of their success to smart and tasteful ad campaigns. Last year (2006) Match spent $92 million in several different advertising mediums.

Read more regarding this new ad campaign an about Match.com's previous campaigns at Brandweek. Go here for our review on Match.com.

According to a recent Financial Post article, Ashley Madison, the dating service that caters to people who want extramarital affairs is banned from placing ads on the Microsoft Network (MSN). MSN Canada states the reason for the ban is because this web service is designed to facilitate deception.

While I don't agree morally with the Ashley Madison dating site concept, I'm on the fence about this ban. On one side MSN is a business and they have the right to decide who can and who cannot advertise with them. On the other hand, say all of the big 3 search engines (Google, Yahoo, MSN) took the same stance on who can advertise. This would hurt your legitimate business. It is a form of censorship in a way and IMO the big 3 search engines are basically an essential service of the internet.

The Motley Fool has an interesting point of view regarding eHarmony's charges against Chemistry before the Better Business Bureau's ad council. The charges are in response to Chemistry's new TV and internet ads that mention eHarmony has rejected over a million singles.

The article goes on and explains that the Chemistry ads are free advertising for eHarmony and they don't necessary reflect them in a bad light. It can be a good thing for a dating service to be choosy over which singles can join.