Love Scores In Cyberspace

One Santa Monica, Calif., agency is feeling lucky at love this week.
Online dating service Love 1stsite (Loveatfirstsite.com) has tied the knot with JSM+ Communications to handle its ad efforts, according to the agency’s evp and media head Scott Daly.
The shop, which counts Canon Computer Systems and Event411.com, among its clients, bested finalists Asher & Partners and Kovel/Fuller, both Los Angeles; Colby Effler & Partners, Santa Monica; and TKO Advertising, Studio City, Calif.
The review was conducted by marketing consultant Rob Frankel in Los Angeles.
The Los Angeles-based service plans to spend an estimated $2.5 million on advertising in the
L.A. area, says Daly, but may increase spending as the service expands into additional markets.
“Dating will never be the same,” says JSM+ management supervisor Adam Michaelson.
The agency will create radio and outdoor ads targeting upscale professionals, in addition to sending “Love squads” to beaches and clubs to promote the service. –Teresa Buyikian