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Reuters UK article covering eHarmony’s media expenses, membership stats and ranking information.
In eHarmony’s radio and television ad campaign, the marriage counsellor and author is joined by couples who found their “soul mates” with help from his company’s compatibility test that asks everything from religious preferences to whether a person is dominant or submissive.
That ad campaign cost the company more than $10 million (5.4 million pounds) last year and is just one example of how eHarmony stands alone in an industry where its competition tries to keep things casual, inexpensive and in participants’ control.
4 million members and 3,000 confirmed weddings,
Membership, which runs nearly $100 for three months or almost $250 for a year, is about 2 1/2 times that of rival services.
During February, eHarmony led the personals category in new subscriptions by grabbing nearly 38 percent of total U.S. subscription sales generated by the top 12 dating sites, comScore said.
Hitwise.com, which tracks Web traffic, said eHarmony was the sixth-most-visited dating site for the week ending May 1, after Yahoo Personals, Tickle (formerly eMode), MatchNet’s American Singles, Match.com and Friendster, a free site that introduces friends of friends and was just a hair ahead of eHarmony.
EHarmony says women account for 60 percent of its members and that it is not suffering from the man shortage seen at high-end matchmaking services and other more serious dating outlets. Nevertheless, user data from Hitwise tells a somewhat different story. It said about 73 percent of the visitors to eHarmony’s site are female.
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