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eHarmony, the AOL of online matchmaking, partners with AOL

In a partnership almost identical to Comcast last October, eHarmony rebrands itself for AOL Personals. Read the news report from WIRED and the Business Wire press release, both dated yesterday.

Screenshot of AOL Personals

In addition to the rebranding, eHarmony also shared a dozen or so articles from eHarmony Advice to AOL Personals’s Dating Advice area. The dates of the advice articles suggest that this AOL/eHarmony tie-in started on 27 August.

The news also mentioned an existing rebranding with Yahoo!7 of Australia, which we here only learned today.

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    Comments 2

    1. SingleGuyInNC wrote:

      I thought Match.com was AOL’s official dating partner? I wonder what Match.com has to say about this.

      I guess the AOL money machine and the eH money machine realized they were missing out on an opportunity.

      I think a pertinent question is what this will do to the membership pool and the service overall with even more pandering to “the masses”. Is this going to dilute eHarmony and make it less of a long term relationship watering hole and bring us even more non-responsive/fickle/non-member matches?

      Posted 18 Sep 2008 at 8:20 am
    2. eharmonyblog wrote:

      Yes, Match and AOL have been together since 2002.

      Didn’t Dave say that eHarmony wants to be like Match?

      Now, typing love.com on one’s browser brings up Lee and Anne Marie in the middle of one’s screen. Good for these two.

      An issue now is, because content from AOL Personals, is on the every rebranded eHarmony page, AOL Personals can monitor your eHarmony surfing habits (e.g., who you view, who you communicate with, when and where).

      Posted 18 Sep 2008 at 9:20 am

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