At a time when the number of single households in Britain is at its highest, there are many traditional and online companies that are taking advantage of the "dating" market. From classic personal ads to speed dating and internet dating, there is no shortage of methods to find your perfect partner. In Europe alone, statistics suggest that revenue from the dating sector will reach over £151m by 2006.

Dating agencies attract a wide range of people; from young people looking for partners, to those who have concentrated on their careers rather than their love life, and the steadily-increasing number of divorcees who are trying again. Work, home and family pressures mean that these people have less time for the traditional dating game and are looking for new ways to meet people, and so online dating sites have become increasingly popular.

Online dating sites come in all shapes and sizes and, like its American equivalent, the UK market is dominated by a few major players, with smaller companies focusing on specific age, gender or religious groups falling in behind. Until recently, however, these sites have relied on revenue from clients who want to contact a date to make their money. Related advertising really hasn't been tapped at all, and so there is a clear marketing opportunity for companies with the right products and a bit of courage.

Most dating sites will want to continue to rely on their client revenues, so that they are not seen by clients as a site for pushing other people's products. There is a gap, however, that can be filled by carefully selected advertisers; beauty products, financial products or online florists, for example. Dating sites have also been relatively reticent when it comes to promoting themselves, but this is because their clients generally find them anyway, without being led by advertising. 

If you think that your product could sit unobtrusively on a dating site, and contribute positively to your internet marketing strategy, then it's worth checking some out and enquiring about their advertising policy. You may find that as their subscriptions slow down, they may begin to look for revenue elsewhere and your business could benefit from it. 

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