Yoomedia taking new dating agency line

 

Online dating agencies that charge for the most basic services will be driven out of business by social networks like MySpace and Facebox, Britain's leading dating group warned today.

Yoomedia, which has 350,000 single people on its books and owns probably the best-known brand, Dateline, as well as Avenues, today launched a free online dating service called Letsdateforfree.com.

It aims to make money from advertising on the site.

Chief executive Neil MacDonald said: 'Social networking sites, by their nature, offer a kind of informal online dating service which has redefined the business model for these services.

Traditional dating sites will find it increasingly difficult to justify for charging for basic online dating.

'There is, however, significant revenue potential at the higher end, where individuals are prepared to pay more for bespoke, verified dating services.'

Dateline will focus on people looking for long-term relationships, with applicants vetted to verify they are who they claim to be.

It will also use psychometric testing.

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