Update: FindMyMatch has clarified that it does not publish ads from its website in its partner newspapers: its sister concern, ReleaseMyAd provides for “paid” booking of matrimonial Ads in newspapers. It also allows matrimonial advertisers to showcase their advertisements on FindMyMatch at a lower cost. It primarily monetizes the site via its paid members, and by upselling via releaseMyAd.

Earlier Today: ReleaseMyAd, an online portal that facilitates booking of newspaper ads has launched FindMyMatch, a matrimonial service that allows users to search through matches from Matrimonial Ads published in newspapers across the nation by making it accessible via web and SMS.

Aggregating Listings

ReleaseMyAd has tied up with newspapers such as the Times of India, The Hindu, Jagran, Hindustan Times, Deccan Chronicle. Users who visit ReleaseMyAd to publish matrimonial Ads in any of the associated newspapers also get the option to publish their ads online on FindMyMatch. The company also claims to have content sharing partnerships with regional newspapers such as Dharitri and Sanmarg on a revenue sharing basis. By the virtue of this partnership, the newspaper allows FindMyMatch to publish the matrimonial ads and allows the advertiser a free listing on the website as well. (See Update)

Unlike newspaper advertisements, the website features the bio data of the customer: the newspaper advertiser is asked to furnish his/her entire bio data along with horoscope, pictures and other relevant information for the website.

Monetization:

FindMyMatch doesn’t directly pay the publications for publishing their listings online, and neither – it claims – is it charged for publishing its ads in the print publications with which it has tie-ups. (see update) We asked the company for a response on how exactly it monetizes, but got a rather vague response, of which only the third point makes sense:

“All Ads on FMM are paid for by advertisers via 3 sources-
– Customers who have booked ads in our partner newspapers get free listing on our site.
– Customers who book their Ads via releaseMyAd for any of the 45 leading Newspapers.
– Customers who pay for a membership plan at FMM to showcase their ad online.”

On the last point, FindMyMatch offers 3 membership packages:

Bronze: The package costs Rs 500 for 3o days. Subscribers are allowed to view 20 verified numbers and can receive 10 email responses.
Silver: The package costs Rs 1000 for 60 days . Subscribers are allowed to view 50 verified numbers and can receive unlimited email responses. The package enables the subscribers to create their FindMyMatch Ad.
Gold: The package is priced at 1500 for 90 days. The subscribers are allowed to view 200 numbers and can receive unlimited email responses. The package  allows the subscriber to create their ads as well.

Upsell:

Users who book newspaper matrmonial ads via ReleaseMyAdget the additional benefit of getting a paid membership on FindMyMatch at a lower cost. Also, users who pay FindMyMatch to showcase their ad online get discount  benefits for booking newspaper ads via ReleaseMyAd. Whereas, Customers who have booked ads in their partner newspapers get free listings on FindMyMatch.

Earlier this June, a free matrimonial website, DesiSpark was launched, offering free matrimonial services. Is this the second coming of matrimonial services in India?

Related:

– Can DesiSpark.com Disrupt The Paid Online Matrimony Business?