Dating Site Seeks Lasting Impression

Eschewing the immediacy of a 30-second spot, online matchmaking site 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., features actress and author Josie Bissett (formerly of Fox’s Melrose Place) and relationship expert Pepper Schwartz, Ph.D., who will tout’s “Duet” profiling system. The methodology, co-created by Schwartz, uses a Myers-Briggs-type test that enables customers to search for and find compatible mates based on personality types.

“This is the ideal vehicle to demonstrate the company’s innovative approach to reach consumers in a consistent, more personal and trustworthy manner,” said Duane Dahl, CEO of Seattle-based, in a statement.

With an infomercial, Bissett and Schwartz can woo consumers in a more interactive and intimate environment than a 30-second TV spot, according to the company. The pair will discuss topics such as self-realization and how to have more fulfilled relationships, as well as feature success stories. In addition, the company is offering viewers who visit its site a free compatibility screening.

The infomercial will run in major markets on cable channels such as Lifetime, Oxygen, WE, FX and CNBC.

Spending was not disclosed. No spending on measured media was recorded for the client in 2003, per TNS Media Intelligence/CMR.