WSJ - Sep 7 - Jiayuan makes money primarily by charging users to exchange love notes through its website for two yuan each. Jiayuan is growing quickly, with Q2 revenue more than doubling from a year earlier to $12.9M and earnings growing at a similar pace. The move toward user fees comes as the online ad market is growing in China and getting crowded with sites seeking advertisers. The market still is small compared with that of the U.S. Total revenue from online ads in China reached $4 billion last year. The U.S. online ad market last year reached $26 billion. 80% of Jiayuan's revenue now comes from paid messaging.