The Value of a Newspaper-Sponsored Dating Site

Anthony Wayne    Dating, media     Dating, newspaper, online

ComScore researchers have found that 123 million Americans visited newspaper sites in May 2010. This number represents over 57% of all U.S. Internet users. Furthermore, 3 out of 5 Internet users read online newspapers each month. These statistics illustrate the shifting trend in consumption of news from print to web.

As far as advertising goes, the research conducted by comScore shows that visitors who are exposed to display ads on news sites are more likely to visit that advertiser website than if seen on a regular website. These visitors have also proven to be heavier online buyers and tend to have a higher household income. ComScore found that social networking ads boasted a 27.7% share of impressions on online newspaper sites, the highest for any publisher.

Newspapers should take advantage of the steady traffic to their sites and recognize this as an opportunity to reach out to their readers. As social networking sites have the greatest appeal to online news site visitors, newspapers ought to consider getting into the social networking arena. A newspaper-sponsored dating website is the key. Newspaper-sponsored datelines have been around for years and have remained constant in their popularity and profitability. By shifting from a phone-based dateline to an online dating site, newspapers would increase brand loyalty and enhance their community by affecting younger readers.

Bob Bentz, President of Advanced Telecom Services, a leading provider of IVR for newspaper-sponsored datelines, said, “A newspaper-sponsored online dating site is an innovative way for newspapers to improve customer satisfaction. It should definitely be considered.”

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