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Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.

However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.

Once a profile has been created, members can view the profiles of other members of the service, using the visible profile information to decide whether or not to initiate contact.

Most services offer digital messaging, while others provide additional services such as webcasts, online chat, telephone chat (VOIP), and message boards.

Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.

This model also allows users to switch between free and paying status at will, with sites accepting a variety of online currencies and payment options.

Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.

In Eastern Europe, popular sites offer full access to messaging and profiles, but provide additional services for pay, such as prioritizing profile position, removing advertisements, and giving paying users access to a more advanced search engine.

Such sites earn revenue from a mix of advertising and sale of additional options.

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