Can JDate com Pull Enough Weight?

For many years, JDate com was considered the best site for Jewish singles to place their profiles and find dates with people who shared their values and background. But despite the long-standing regard, this internet Jewish dating site actually lost subscribers in recent months, causing a steep loss of profit in early 2009 for its parent company, Spark Networks. The company’s other properties include many dating sites like American Singles, Christian Mingle and others that focus on particular ethnic or social groups. Yet the Jewish sites, such as www.jewishmingle.com and www.jdate.com (with sites in the U.S, the UK, France, and Israel) that had always been the big income earners for Spark Networks.

The reason for the reduction of profits from www.jdate.com and the other Jewish personals dating sites might stem partly from the economic downturn that has affected much of the world in recent months. Yet that can’t be the whole story, since all of the other networks, including www.americansingles.com, www.catholicmingle.com, and so on, turned a slight profit. So perhaps there was a flaw inherent in the Jewish dating internet sites themselves that contributed to their losing subscribers and, therefore, income for the company.

It seems that was indeed the problem. Despite being loved by so many, JDate com was still criticized for being hard to use. That probably meant that if people found it necessary to cut corners financially, they were more likely to cut their membership for a site that didn’t work as well as others did. That, at least, seems to be implied by Spark Networks’ latest action, which was providing www.jdate.com with a “face lift” just in time for the summer of 2009. The company gave the site better designed profile pages, enhanced search features, a new video section and blog.

Spark Networks CEO Adam Berger frankly admits that even with the small profits turned by all the other dating websites owned by the company, the Jewish online dating sites still bring in the “lion’s share” of the profits. So while the company can be pleased that the other sites are contributing to the income of Spark Networks, it’s obviously imperative for them that the Jewish sites continue to pull their weight. With the recent revamping of the JDate com site, the company clearly hopes that its fortunes will turn around again.

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