ONLINE DATING BECOMES FREE AS YOOMEDIA HARNESSES SOCIAL NETWORKING BOOM

YooMedia plc, the AIM-listed interactive media, gaming and mobile entertainment group, which owns two of the leading brands in the UK’s lucrative dating market – Dateline and Avenues – is set to shake the market up with the launch a new free, fully functioning online dating service.

[ClickPress, Tue Jan 23 2007] YooMedia plc, the AIM-listed interactive media, gaming and mobile entertainment group, which owns two of the leading brands in the UK’s lucrative dating market – Dateline and Avenues – is set to shake the market up with the launch a new free, fully functioning online dating service.

The company says that the launch of LETSDATEFORFREE.COM has been prompted by the growth in popularity of social networking sites such as MySpace and Facebox, which means that many basic online dating services will now have to be provided without charge. The site will derive its revenue instead from advertising.

“Social networking sites, which by their nature offer a kind of informal online dating service, which has redefined the business model for these services,” explains Neil MacDonald, Group Managing Director, YooMedia. “The nature of the dating industry is changing. Traditional dating sites will find it increasingly difficult to justify charging for basic online dating. These sites simply have to go free and offer more community services in order to compete. There is, however, significant revenue potential at the higher end, where individuals are prepared to pay more for a more bespoke, verified dating service.”

Against this background, YooMedia has also confirmed that its Dateline business is to be repositioned as a premium subscription service for people specifically looking for long-term partners. Personal details of those joining the premium Dateline One-to-One service will be individually verified, giving assurance and security for more serious dating. Bespoke in-depth psychometric tests will also be provided to deliver more detailed and accurate profiling. Dateline is the most established dating brand in the UK and has been operating successfully for over three decades.

Avenues, YooMedia’s elite introductions brand with over 20 offices around the country, is the UK’s largest introductions agency. It will continue to provide a one to one personal introduction service and will expand nationally in the UK through local franchise operators.



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