Online dating site Match.com is trying to get out and meet more people, or in this case, potential subscribers.Match is in the midst of a foray into social networks, including testing an application for Facebook, according to Chief Executive Thomas Enraght-Moony.
"We're extending Match to wherever people are," Moony said Monday. "MySpace has announced their platform initiative; we're exploring that. If they opened up the Nintendo Wii, I'd probably do that as well."
After building sites for lonely hearts in 37 countries, Match posted slower global subscriber growth at the end of 2007 from a year ago as it fends off competition from rival services, as well as from social networks themselves.
Revenue grew in the fourth quarter last year as Match raised rates, but the marketing costs involved in attracting new clients weighed on profits.
Parent company
Moony notes that an advertising partnership with MySpace has become Match.com's fastest-growing source of new subscribers.
In some cases, Match has refined its services for particular countries in the spirit of their dating culture.
The company's site in Japan includes information on a person's blood type in their member profiles. It also offers income verification to prove just how much that attractive lawyer or architect really earns in a year.
While U.S. television commercials this month highlight both the success and romance of a good match, advertising in Britain takes a cheeky turn by portraying a middle-aged Cupid being teased by his fickle friend Fate in a pub.
"You're never going to be successful with the Brits by telling them what to do or delivering them some inspirational, heartfelt message," said Moony. "You need a joke; you need a good British joke to break the awkward silence."
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