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Online Dating Magazine > Online Dating News > Yahoo Personals Taken Over by Match.com

Yahoo Personals Shuts Down - Becomes Match.com


(Online Dating Magazine - June 7, 2010) Yahoo has admitted defeat in the online dating service wars by shutting down its Yahoo Personals online dating service and allowing former competitor Match.com to run its online dating service on Yahoo.

The move helps solidify Match.com as the largest online dating service on the Web. Match.com was pleased to both remove one of its top competitors and take over its business at the same time.

"The key to a successful online dating experience is having both a thriving community of active members and a sophisticated site experience optimized for dating success," says Greg Blatt, CEO of Match.com.  "By bringing Yahoo! Personals members to Match.com, our community, which we already believe to be the largest and most vibrant in the space, has become even more compelling for our members.  When you add this to our unparalleled site experience, evolving every month with new features and enhancements, we feel the distance between the online dating experience we offer and that of others in the space is growing even larger."

For Yahoo, the move makes it so that they no longer have to manage an online dating service, but still make money from people who sign up for Match.com via Yahoo. Yet it also devalues Yahoo as an overall company as they've lost a core service that they ran.

In a press release, Yahoo spun the move as a positive step for its users and for its advertising relationships.

"Yahoo!'s vision is to be the center of people's online lives and we continue to focus on providing the best experiences for our users and advertisers," said Greg Hintz, senior director of Americas Listings and Audience SEO at Yahoo!. "Through our partnership with Match.com, the leader in the online dating category, we will offer an enhanced experience to singles looking to find the right match."

Other online dating services are courting Yahoo Personals members.

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