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Match.com Hires Celebrity Stylist to Spruce Up Online Dating Campaign

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December 26th 2006
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To combat goofy photos and bad lighting, InterActiveCorp’s online dating service Match.com has hired celebrity stylist Jay Manuel, known for his work on the TV show “America’s Next Top Model,” to give Match users photo portrait tips.

“With this campaign, we’re working to overcome the personal stigma which some people might have,” said CEO Jim Safka in an interview with the Reuters news agency. “People are much more interesting and much more dynamic and appealing than their portraits and profiles often show.”

Match.com has done the celebrity thing before. In January of 2006, the company partnered with celebrity psychologist Dr. Phil to offer dating and relationship advice. Manuel will be offering Match users advice on camera angles, backgrounds, and expressions.

According to comScore in September, the growth of the online dating industry in North America has slowed to about 4%, and paid services like Match are feeling the heat from free social networking sites like MySpace.

Over the next year, Safka expects the industry to see more niche dating sites geared towards specific ethnic backgrounds or communities.



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Reader Comments.

Hello!

This is in response to your article.

I am trying to keep up with the online dating trend and came across your article.

Not only is the Internet changing at a fast pace, so is the world. Today, 5 years in time is like 50 years was half a century ago.

I tried many of the dating sites a few years ago - when I became single again.

I was looking for more than a date though.

You might say by the natural progression of things that I learned, little by little, I ended up on foreign women dating/marriage sites.

Most sites are free to “look”, but I had to pay to get info for a closer connection to the woman in the profile. Some sites were cheaper than others.

Eventually I met my special gal from one of these foreign sites and we have been married several years now, even though I had to travel 7,600 miles to meet her!

What a blast and great adventure, that was and still is, for both of us!

The couple of years of me wading through the various domestic dating sites gave me an education.

I am glad that I had this experience under my belt by the time that I met my bride on a foreign web site, for who knows, it might have turned out not so happily!

Posted by Dennis Harnisch | 5:52 am on December 27, 2006.

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