Trinity Mirror has partnered with White Label Dating to launch Mirror Matches, a new online dating site.
Serving as a brand extension of Mirror Online, the subscription-based service hopes to create an additional source of revenue by capitalising on its digital audience, as well as throughout its portfolio of national and regional newspaper titles.
White Label Dating has a network of 1,700 international partners and the largest network of media partners in the dating industry, and is responsible for dating software, payment processing, customer support and hosting infrastructure.
Commenting on the move, Mark O’Donnell, head of group partnerships at Trinity Mirror, said: “We’re delighted to be launching this service in partnership with White Label Dating.
“This is the latest stage of our strategy of partnering with the very best providers in order to offer our users an engaging, valuable and first class customer experience.”
Matthew Pitt, operations director at White Label Dating, added: “A growing number of reputable media publishers are choosing to increase their revenue and strengthen their brand by launching online dating sites that fit seamlessly into their existing digital offerings.
“With the help of our experienced account management team, who have a history of working with high profile media brands, Trinity Mirror are set to see soaring levels of success with the launch of Mirror Matches. We look forward to the start of a long and profitable partnership.”
Trinity Mirror’s latest financial report, released last week, revealed a gradual return to financial health for the group, which reported a 2.3% fall in turnover in the first six months of the year, compared with 8.5% the previous year.
Net debt also showed significant improvement after dropping from £324 million at the end of 2010 to £56 million at the end of this period.
