Dating Site Seeks Lasting Impression

Eschewing the immediacy of a 30-second spot, online matchmaking site PerfectMatch.com this week will launch a 30-minute infomercial in an attempt to pursue women ages 25-49 who are seeking lasting relationships—the first effort of its kind for a dating dot-com, according to the company.

The work, via independent direct-response agency Guthy-Renker in Palm Desert, Calif.,

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