The Strategy Puzzle of Subscription-Based Dating Sites


For centuries, matchmaking was mostly left in the hands of parents and older relatives. During most of the 20th century, Americans chiefly relied on friends – and to a lesser extent family and even coworkers – to meet their significant other. Computer-assisted matching started as early as 1959, but the biggest shift occurred in the mid-1990s, with the birth of the first online dating websites. Now there is no turning back: Matchmaking and online dating has become a $2.5 billion dollar industry, and about 25% of U.S. couples now meet on the internet.

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Do's and don'ts for profile pictures on dating sites

Like male peacocks showing off their magnificent plumage to attract a mate, some men on dating sites post topless mirror gym selfies. Not such a good idea, according to dating experts. Women, they say, tend to swipe left when they see gym selfies. Likewise, dating sites are full of women's selfies taken from an elevated vantage point, highlighting their cleavage.

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Can a Dating Coach Help You Find Your Soul Mate?

Jonathan Robinson thought his text exchanges with an attractive woman he met on a dating app were going so well that he asked her out. He was delighted when she said yes. But then she asked about his past relationships. After he said he was divorced, she peppered him with questions: When was the breakup? Was he really over his ex? Did he feel emotionally available? Mr. Robinson froze. Then he placed an emergency phone call—to his dating coach. “I said that my date was about to fall apart,” says the 36-year-old computer systems analyst, who lives in Allentown, Pa. “I need help.”

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Hinge Is Hiring An Anti-Retention Specialist To Get Users Off The App & Dating IRL

Typically, you hear about companies trying to keep their customers. They're trying to protect themselves against their competition, get the customers hooked, and keep having the same loyal following for life. It's all about retention — or at least, it usually is. But now Hinge, the relationship app, is hiring an Anti-Retention Specialist. That's right, an anti-retention specialist — in other words, they're looking for someone to get users off of their dating app.

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You could be flirting on dating apps with paid impersonators

Every morning I wake up to the same routine. I log into the Tinder account of a 45-year-old man from Texas—a client. I flirt with every woman in his queue for 10 minutes, sending their photos and locations to a central database of potential “Opportunities.” For every phone number I get, I make $1.75. I’m what’s called a “Closer” for the online-dating service ViDA (Virtual Dating Assistants). 

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Why Silicon Valley singles are giving up on the algorithms of love

Kate Chan, a 30-year-old digital marketer in Silicon Valley, first approached dating apps with a blend of curiosity and hope that they’d help her find a great guy. But after six months of dead-end mismatches with guys she thought were boring or work-obsessed, she has gone back to what she called “meeting the old-fashioned way”: without a screen. 

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