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August 31, 2007


Niche dating

Yesterday we noticed that the usual JDate billboard on the corner of Broadway and 47th had been replaced by a new ad for BlackSingles.com.


JDate billboard


Black Singles billboard

Hm! Did JDate's lease on the space run out, and another dating service, eager to attract the attention of single tourists waiting in line at the Olive Garden who have some very culturally-specific dating preferences, snapped it up?

Or could the same company operate both services?

Yep, it's Spark Networks, a provider of online personals for, as they put it, "likeminded" singles to connect. Now that Match.com and Craig's List have been totally overrun by hookers and phone sex lines, this company covers the spectrum of identity politics in dating.

They've got religiously oriented sites, like JDate, Catholic Mingle, Christian Mingle, Baptist Singles Connection, Adventist Singles Connection and both the Mormon MySpace-y LDS Mingle and the somewhat more cut-to-the-chase LDS Singles.

You can screen your future sexual partners by race and ethnicity with sites for people of Asian, Greek, Italian, and Latino descent, and the all-American Interracial Singles. Some sites make some culture assumptions about the purpose of dating, like the Indian site called Indian Matrimonial Network which "facilitates Indian dating and marriage". There are sites for deaf people, college students, military personnel, old people, single parents, and people who want to get busy within the next 15 minutes. And of course, a site for people who admire big beautiful women (BBW Personals Plus).

With one company representing all these different kinds of people, how culturally sensitive can each site really be? It seems like they've tried in most cases to use language on each site that will appeal to each niche, with the Catholic dating service sort of confusingly described as "clean, safe, and fun" but not surprisingly with nothing in there about God, while Christian Mingle offers the chance to meet "singles that share your values and love for God in Christ." And the College Luv site's tagline-- "Sign up, Look up, Hook up!"-- shows an intimate understanding of its target demographic.

What about sites for gay people? This is interesting. There is no gay dating site on Spark Networks, and almost all the sites only include searches for heterosexual dating. The exceptions are College Luv (young people aren't as uptight maybe?), Hurry Date (because people who want to get laid ASAP are of all persuasions), American Singles (for people who are so bland they don't have any niche identity), and JDate! Good old non-homophobic JDate. The gay Christians out there can stick to the Minneapolis airport men's room, I guess.

categories: Business, Culture, NYC, Race, Religion
posted by amy at 11:02 AM | #

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Spark Networks did own and manage a dating site for a LGBT audience for many years, but was not as successful as some of their other more well known sites. If I remember correctly, they closed it in 2005. It is also a little known fact that JDate does allow for same-sex matching and searching.

Posted by: Josh at March 3, 2008 4:14 PM

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