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Online Dating Service Hopes to Expand Business Model

By Published on .

SAN FRANCISCO (AdAge.com) -- Internet dating service Match.com has awarded its anticipated $25 million advertising account to Omnicom Group's Goodby, Silverstein & Partners, San Francisco.

Other participants in the review included Omnicom's DDB Worldwide, Dallas and Chicago; Interpublic Group of Cos.' Mullen, Boston; and Publicis Groupe's Publicis in the West, Seattle.

Select Resources International, West Hollywood, Calif., was the consultant. The incumbent ad agency was Interpublic's Launch Partnership, Dallas.

Money maker
Match.com, which charges for different levels of access to its site, has emerged as a dot-com that has been able to make money. In addition to its Internet matchmaking, Match.com also has a number of other Internet products, such as a travel service.

Match.com's new marketing thrust aims to take away the stigma of online dating. The presentations made by the agencies were said to center around the gaining acceptance for online dating, trying to convey to lonely hearts that they no longer have to

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be ashamed of meeting their significant others over the Web.

Match.com is a subsidiary of Ticketmaster and part of USA Interactive. Match.com said it had 653,000 paid subscribers at the end of the third quarter, up 158% from the same quarter a year ago.

At the launch of its last campaign in July, a $6.5 million six-month effort, Match.com President Tim Sullivan said there are a "number of healthy, growing, profitable dot-com models," adding that "it's a great time to put the pedal to the metal."

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