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    Millions of people are signed up on free and paid dating sites, giving them a large audience. Free websites, in particular, are able to offer services to members by relying on advertising revenue.

    The cost to advertise on a website will depend on how popular and established the site is. Make a list of appropriate websites. There's a huge variety of dating websites to choose from. Some are targeted for specific interests, such as those targeted to people of a specific lifestyle, religion or hobby. These might include dating for Jewish singles, Christian singles, seniors, pet lovers and people in the technology industry. You may want to advertise to one of these narrower markets, or you can focus on the mainstream websites like Match.

    You should go to each website on your list to see whether the quality matches the type of market you want to reach. If you sell an expensive or high-end product, you may not want to advertise on a free, poorly designed website. If you are comfortable with the content and design of the site, you can add it to the list of sites to contact for additional information.

    Find the advertising information. Look near the top and bottom of the main page of the site. There may be a link to advertising information.

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    If not, try the About or Contact Us pages to find out who to contact. If rates and demographic information aren't provided on the site, you will need to email someone to request a rate sheet. This will tell you how much it will cost to advertise and what types of advertising are available banner ads, text ads, contextual ads, etc Once you've received a rate sheet and demographic information, you should compare them to other sites on your short list.

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    Unless you have unlimited funds, you will probably want to target your advertising to just a few websites to begin. The demographics should break down the audience into sex, age, income and other identifiers. You will also want to pick websites that receive the most views and visitors compared to others. Design an ad and sign the contract. Once you've found a rate for a website that fits your needs, contact the advertising sales person. She can help you design an ad if you don't already have one you want to use.

    She will also provide you with an advertising contract that spells out how much you need to pay and when, as well as how to renew when you are ready. Sign the contract and finish designing your ad.
    We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Log in or go back to the homepage. Match, recall, is the industry heavyweight: It's been online longer than I have -- since ; it's the biggest online dating site along with AdultFriendFinder ; and it makes a lot of money.

    OKCupid is also a dating site, a lot like Match actually, but best known for: Running the best corporate blog on the internet. Instead of connecting with people you know, you set up a username to mask your identity, hope no one you know sees you, and spend the whole time filtering. Some members make it through to the date filter, then you filter them out, and if you're lucky you find a mate and get the hell off the site.

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    So dating sites grow the only way they can by paying to acquire you, so you can pay them a subscription! Otherwise sensible filtering criteria, like who you know in common, is not possible in a world of usernames, so you're left with "10 miles from " and mysterious matchmaking algorithms. Usernames are why dating sites can't grow on their own, like social networks.

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    They have to grow in spite of themselves. Match historically spends about half its revenue on advertising to bring new users in the door and through the subscription pay wall. So where does Match go to buy ads? You guessed it -- Facebook.

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    They won't hook up to the social graph but they'll pay for ad impressions on Facebook that convert to signups that create usernames and unplug from the social graph. In fact Barry Diller says Match just can't get enough of Facebook ads. But, get this, the ads are getting too expensive.

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    To Match's credit, it's not like they haven't tried to grow "organically. Match's attempts were cosmetic at best because usernames are in direct conflict with the social graph.

    You don't invite your friends to join you on Match, you don't know what friends are already there, and you don't make new friends while you're paying to be there.

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    Match seems to have figured that out, as recent efforts to grow have ignored the social graph altogether in favor of dating-site acquisitions and deals with other publishers. Which brings us back to the OKCupid acquisition, which I predict will to have the rejuvenating effect of a spray tan, which should be cause for concern.

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    Diller's aging anti-social network brings in about a quarter of IAC's annual revenue. Maybe they should have tried to buy Grindr instead. Grindr won't call itself a dating webite.

    It's a " location-based mobile app " better known as the app straight people are jealous of. Gay guys see who's closest 50 feet? Guess how much Grindr spent to acquire over 1 million users across countries in less than two years? They've grown entirely by word of mouth -- and just announced they're about to go straight, too.

    The only dating sites that will survive in spite of the social graph will be the adult dating sites. That's the one place you don't want your friends, or your partner, or your family to join you.

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    They wish they could advertise on Facebook too.

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