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Unless you have really deep pockets, youfind yourself in a bit of a catch 22 situation; you need the traffic togenerate revenue but you need the revenue to generate the traffic.” To overcomethe marketing challenge, he and Forrest took a decision early on to “whitelabel” (re-brand) the site.

This meant that South African (and laterinternational) media sites with an existing presence and user base could offera dating service; they brand the outer “skin” of the site but the content isthe same as users would find on the Dating Buzz-branded site.

But moreimportantly, its key differentiator has been its approach to matchmaking.

Thesophisticated matching technology (created in-house along with everything else)allows users to be highly specific about what constitutes their “ideal match”.

I feel like I'm falling in love for the first time...

thank you so much, I'm hopeful it will work out this time...

Forrest, who met his wife Melinda through Dating Buzz, is one of agrowing number of people who have proved that Internet dating is more effective– and mainstream – than people might initially have believed.

The company’s other income stream comes inthe form of membership fees.

Users can sign up for free, remain a non-payinguser indefinitely and enjoy all the services offered by the site, but to send amessage to another user, they need to become a member.

Dating Buzz paysthese media partners a percentage of the revenue generated from each of theirsites.

The result is that virtually every media company in South Africa,and many online companies overseas, offer an internet dating service that uses Dating Buzz.

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