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(Her name being the same as the site’s is a coincidence.) Premium international dating is a new name for what’s traditionally referred to as the mail-order bride business. It now has four million users, who cumulatively spend some 360 million hours on the site per year. According to market research firm Experian Marketing Services, the top 10 premium international dating sites drew 12.2 million visits in March.
Early this year, the Moscow-based company hired Brooks, who is a prominent online dating industry consultant, to head up its growth strategy. It brought on a Manhattan-based PR firm and says it will spend more than million on marketing this year.
Recently, it ran ads on CNBC, Discovery, Golf, the History Channel, and CNN.
“People are realizing that there’s a bigger world than ” To achieve the kind of growth Brooks is hoping for, though, the company will have to overcome the deep stigma surrounding the mail-order bride industry.
The practice conjures images of women desperate to marry out of failing economies; and of unappealing American men looking for a traditional (read: submissive) mate to keep the house clean.