PR WEEK - Dec 30 - Sam Yagan, CEO of Match.com, talks about how Match.com differentiates itself in an oversaturated market.
Q: How do you contend with the growing number of niche dating sites?
A: We see new sites pop up every week, but it all comes down to scale, innovation, and success. Our PR is aimed toward core users (20-40s). Our PeopleMedia brands use a more niche, targeted PR approach.
Q: What are Match's biggest challenges?
A: Safety and security.
Q: What off-site offerings does Match have?
A: Our singles events - Stir. We are now holding ~400 events a month in 80 markets.
Q: What role does PR play with your site?
A: It helps to change the perception of online dating as an authentic means of finding a relationship.
Q: How do you get the word out?
A: We continually issue interesting data such as our annual Singles in America study. We use social platforms to engage with our current, former, and potential new members.
Q: What's on the horizon for next year?
A: We have several big initiatives in place, including our 4th annual Singles in America study that will launch in February.
by Diana Bradley
See full article at PR Week