White Labeling Rant

FF -- May 8 -- Affiliates built FriendFinder to a $300 million a year revenue company. But affiliates don't want to build someone elses brand. They would rather build their own brand, and brand equity. I worked with FriendFinder as an affiliate manager in 2003 and have been surprised that they have not pushed their white labeling products more, since then. FriendFinder would far rather promote their own brand, as would most dating companies, but a number of white labeling companies are on the rise now. You can find a list here. (White Label Dating, a client of Courtland Brooks and sponsor of Online Personals Watch, is one of them, and our recommended provider.) 

White labeling is the last big opportunity in internet dating because it allows mega-affiliates, and entrepreneurs, and online media of all types, to build their own brands and utilize the economies of scale of working in a network. The little guys get economies of scale. The guys who have lots of traffic, but don't have the time or inclination to build their own dating site can use white labeling to get up and running quickly.

This post also appears on OnlinePersonalsWatch.