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The layout, profile pages, and information asked of subscribers are all fairly typical of mainstream dating sites. As media companies experiment with ways to diversify revenue sources, papers like the Guardian, Sunday Times, and the Daily Telegraph in Britain have set up sites to make matches among their readers.It all began with an ad — in the Dark Ages before internet dating.Or rather, it began with the idea that, after so many years of romantic shipwrecks, of forever stumbling into the pits of physical attraction and carnal confusion, a soul mate could perhaps better be found by comparing souls.“Here’s someone who’s Christian, he’s widowed, he’s got a master’s degree, he’s an engineer,” Nolan-Partnow listed off after clicking on a profile. It’s actually sort of a full circle, since classified ads used to be one of the most profitable parts of a newspaper before the rise of sites like Craigslist.” And look, he lives right here in Anchorage, so if we wanted to meet in person we could.” It doesn’t take long for us to scroll over to a picture of a different guy posing above a dead dall sheep to get a reminder that, like most online dating sites, it is a mixed bag. “This seemed like something that some of our readers would find useful, or at least entertaining,” Nolan-Partnow said, adding, “And also pays for the news, to ensure we can keep delivering the news and supporting our mission.” Nolan-Partnow isn’t sure if Northern Love will be profitable.
In exchange for a share of revenues, White Label handles the digital infrastructure, and–crucially–oversees the data-base of users, which is the currency of online dating.