The publisher will capitalise on its new online dating site by promoting it to its extensive group-wide digital audience of over 65 million monthly users, as well as throughout its portfolio of national and regional newspaper titles, says Trinity Mirror.
Mirror Matches will serve as a brand extension of Mirror Online and will create an additional source of revenue.
Trinity Mirror is the latest media publisher to use White Label Dating’s software and services to create a valuable incremental revenue stream, joining the Independent, Bauer Radio and the Evening Standard as White Label Dating partners.
White Label Dating takes care of the dating software, payment processing, customer support, hosting infrastructure and more.
Mark O’Donnell, Head of Group Partnerships at Trinity Mirror, said: “We're delighted to be launching this service in partnership with White Label Dating.
“This is the latest stage of our strategy of partnering with the very best providers in order to offer our users an engaging, valuable and first class customer experience."
Matthew Pitt, Operations Director at White Label Dating said: “A growing number of reputable media publishers are choosing to increase their revenue and strengthen their brand by launching online dating sites that fit seamlessly into their existing digital offerings.
“With the help of our experienced account management team, who have a history of working with high profile media brands, Trinity Mirror are set to see soaring levels of success with the launch of Mirror Matches. We look forward to the start of a long and profitable partnership.”
This deal follows Trinity Mirror’s recent partnership with Playtech, which saw the launch of the Mirror and Record’s new bingo and casino platforms.
