Dating Direct Scores Revenue Sharing Deals With Emap

Dating Direct has struck revenue-sharing deals with Emap to provide the online versions of its New Woman and Red magazines with access to its dating database.

The deal will see links to the internet dating agency, which has around 350,000 registered users, appear as integrated channels and features on the websites. Users will be able to access the dating service via “red romance” on theRed site and by selecting “bloke finder” on New Woman.

Emma Hoddinott, from New Woman Online, told Newsline: “The deal with dating-direct is interesting because the service is very much integrated into our site. It is not a stand-alone advert, or an annoying pop-up. I think it actually ads to the site and we have been getting a good response.”

Women’s portal iVillage recently banned pop-up advertising on the grounds it was intrusive. However, the more subtle forms of promotion in synergy deals such as Dating Direct and Emap’s are becoming increasingly popular. The internet dating service has agreed a similar deal with Hollinger Telegraph new media’s women’s portal handbag.com whilst rival internet dating service Match.com has struck its own partnership with iVillage.com

.

Emap: 01733 568 900 www.emap.co.uk

Recent New Media Stories from NewsLine New Technology To Prevent Over-Exposure To Pop-Up Ads Lycos Creates New Interactive Division FT Lands Multi-Media Promotion With Mercedes-Benz

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left