Revenue dipped in 2009 but just hit the 0 million mark in 2010. 1 spot when you Google "online dating." Tech Crunch reports Match wanted to acquire a younger userbase, and according to IAC, OKCupid has "been the fastest growing dating site in the advertising-based category." Did you hear that? Otherwise sensible filtering criteria, like who you know in common, is not possible in a world of usernames, so you're left with "10 miles from 10005" and mysterious matchmaking algorithms. Match historically spends about half its revenue on advertising to bring new users in the door (and through the subscription pay wall). IAC also set up a joint venture with Meetic in Latin America and bought Singlesnet in 2010. They've grown entirely by word of mouth -- and just announced they're about to go straight, too. The only dating sites that will survive in spite of the social graph will be the adult dating sites.
1960s: Counterculture and Computer Love Removed from the context of wartime, old stigmas crept back in.
Some members make it through to the date filter, then you filter them out, and if you're lucky you find a mate and get the hell off the site. (But, get this, the ads are getting too expensive.) To Match's credit, it's not like they haven't tried to grow "organically." Notable experiments include a mobile dating service called Match Mobile they launched way back in 2003 (and again in 2007), and a 2007 attempt to integrate with Facebook, called it Little Black Book. You don't invite your friends to join you on Match, you don't know what friends are already there, and you don't make new friends while you're (paying to be) there.
In the world of online dating, advertising is a 100% data-driven process of acquiring, upselling, and replacing users. Diller's aging anti-social network brings in about a quarter of IAC's annual revenue.
1920s: Lonely WWI Soldiers Seek Pen Pals Personal ads went mainstream again in the early 20th century, when social pressures to get married by 21 (and thus, expectations for relationships) were much lower, thankfully than their earlier incarnations.
Many of the postings were simply calls for friends or pen pals.