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.

This appears to have been the problem. Even though JDate com was used by so many, it had been criticized as being too "clunky." So if people needed to start cutting corners because of the slow economy, they might have been more inclined to cut membership on a site that didn't operate as easily as others did. Spark Networks seems to think that was the case, at least, since the company produced a "face lift" for the site just in time for the summer of 2009. The improvements include a more modern design and better profile pages, enhanced search features, the JBlog for members, and a new video section.

The CEO of Spark Networks, Adam Berger, recognizes that even if all the company's other dating sites bring in small profits, it's still the Jewish dating sites that bring in the most profits. This means that even if the other sites continue to be profitable, the company still needs to see to it that the Jewish sites return to profitability. Spark Networks obviously hope that the redesign of the JDate com site will be the beginning of that process.

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