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Yahoo Enhances Yahoo Personal

Staff Writer
Published: 2004-11-17

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Yahoo Personals has launched Yahoo Personals Premier - a revolutionary new service that fulfills the evolving needs of today's online daters.

Yahoo Personals Premier integrates an advanced matching system with two innovative self-assessment tests designed to help singles in search of more serious relationships find people who are the best fit for them.

The standard Yahoo Personals service, which costs $19.95 per month, continues to serve a large population of casual daters with newly enhanced search and communication features aimed at meeting the growing needs of today's online daters. Yahoo Personals Premier, which costs $34.95 per month, fulfills the needs of singles seeking long-term relationships with deeper personality profiling, advanced searching tools and an exclusive pool of like-minded singles. Both services allow singles to take the new, free Personality & Love Style Test and Relationship Test, which give them a stronger sense of who is most compatible with them.

"Although the online dating industry is still in its infancy, singles' needs and expectations are evolving as they become more sophisticated online daters," said Lorna Borenstein, vice president and general manager of Yahoo Personals. "We recognized a clear opportunity to demonstrate our leadership and expertise by enhancing our existing offerings and creating a service that offers singles what they want - choice, flexibility and the best tools available so they can say goodbye to an aspect of the dating life that some singles say feels like an endless string of coffee dates and embrace the next level of compatibility."

Yahoo Personals conducted extensive consumer research that showed single men and women categorized themselves as either casual daters or seeking long-term relationships. While they have different end goals, both groups indicated that they want an online dating service that offers more personal choice, and makes it faster and easier to find people who are most compatible with them. Market research also revealed that many singles currently paying for an online dating service noted a number of areas where they would hope for enhancements in the future. Key areas of importance were searching capabilities and tools that help them gauge compatibility and overall fit with a potential date. Yahoo! is serving singles' evolving needs by now offering an enhanced online dating service which addresses issues illuminated in this research.

Designed exclusively for Yahoo Personals by weAttract.com, the Personality & Love Style Test and Relationship Test use interactive re-enactments of real-life relationship scenarios instead of static multiple choice questions. This compelling real-life-scenario methodology is proven to be a more accurate indicator of how people are likely to act in everyday situations. Unlike any other online dating service, Yahoo Personals integrates results of the free tests with its advanced searching and matching system to find singles that are the best fit for each other.

After taking the 8-10 minute Personality & Love Style Test, singles receive a customized report of their personality type, love style, biggest challenges and suggestions on which type of person is a good fit for them. They can then choose to include their personality type and love style in their Yahoo Personals profile so others can conduct searches based on that criteria.

The Yahoo Personals Premier Relationship Test, which takes approximately 30 minutes to complete, provides a personalized, in-depth report measuring compatibility with others, relationship skills, and much more. While anyone can take the Relationship Test for free, results can only be incorporated into searches by Premier members.

A key component of Yahoo Personals Premier is SmartFit, an advanced system unmatched by any other online dating service in its breadth and depth of searching and matching capabilities. This first of its kind matching technology combines basic search criteria with results of the new Personality & Love Style Test and Relationship Test to identify the most compatible singles for each person using the service.

Yahoo Personals Premier subscribers also benefit from the following features:

-- Overall Fit Rating - One to five hearts will appear within search results based on a combination of Personality Fit and Relationship Fit ratings

-- Personality Fit - A measure of compatibility with someone else who has taken the Personality & Love Style Test; a rating ranging from "Good Fit" to "Poor Fit" appears directly in search results

-- Relationship Fit - A five-point scale (from "Excellent" to "Poor") displayed directly in the search results indicates whether someone who has also taken the Relationship Test is a good fit

-- Fit Optimizer - Singles are encouraged to provide feedback on how compatible they are with the people Yahoo Personals recommends for them; feedback improves future search results

"With Yahoo Personals Premier and the new unique self-assessment tools, online daters have the greatest opportunity to connect with people who are the best fit for them," Borenstein added. "We know that the element of chemistry is out of our hands, but we believe that our new technology delivers stronger compatibility which results in better first dates and ultimately, more second dates for singles."

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