Online Dating Insider

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Online Dating Insider delivers cutting-edge insight and commentary on all aspects of the online dating industry. Topics include industry news, site reviews, emerging trends, analysis of dating site features, discussion about safety safety, finance and other issues important to the online dating market. Don't miss our Tools & Services directory, useful to anyone running dating or social networking sites. Subscribe to the RSS feed (you can subscribe via email as well). Your comments and suggestions for stories are welcomed.

According to BrandWeek, Match.com spent $92 million in media in 2006, and $145 million between January and October 2007, per Nielsen Monitor-Plus for broadcast, print and outdoor, and Nielsen Online and AdRelevance for online.

Starting a dating site? You need at least $500k to promote your site enough to drive traffic and media interest to the point where your site is showing up regularly in the news. Exceptional homegrown PR and a novel angle for your site can reduce the number, but not by much.

Makes me wonder at how Markus self-promoted PlentyOfFish. I gave him a lot of grief for being so self-aggrandizing, but his effort certainly did pay off.