As eHarmony distances itself from Christian group Focus on the Family, Spark Networks, the parent company of popular Jewish dating site JDate, is throwing its weight behind Christian dating site ChristianMingle. This week the Washington Post and CNN took note of the site’s $30 million advertising blitz, which promises to “Find God’s match for you.” It’s certainly a tall order, but reporters wondered if it might also be false advertising.
In response, ChristianMingle’s spokeswoman has been offering a weird blend of Internet-era religious doctrine and legal disclaimer. “God can orchestrate and use the medium of Christian Mingle to allow people to find their match for one another on the site,” Ashley Reccord explained to CNN. “He may or may not use that means, but he can use that means.” Access to the medium that God may or may not use will cost users $18.99 a month for a three-month subscription.
According to the Post, ChristianMingle has become the biggest of Spark Network’s 28 dating sites, which serve niche groups like Adventist singles, deaf singles, plus-size women, single parents, military personnel, and more, in part thanks to the revenue generated by JDate, “the engine behind ChristianMingle’s ‘God’ campaign.” “Spark has plowed revenue generated by the older, more established JDate into promoting the Christian site,” writes the Post’s Paul Farhi. (It’s also a pretty good metaphor for the history of Christianity, period.) Nonetheless, ChristianMingle has quickly eclipsed JDate. It has more than 5 million members, 40 percent of whom joined within the past year.
Unlike eHarmony, which admitted users looking for same-sex matches after a rash of discrimination litigation, ChristianMingle’s homepage offers two options: men seeking women and women seeking men.
Most Viewed Stories
It’s Harder to Be Thin Than It Was in the ’80s
Why Do I Jerk Awake Right As I’m Falling Asleep?
From Up Close, Raf Simons’s Vision for Dior Is Clear
The World’s Easiest Way to Highlight Your Face
A Pregnant Supermodel Explains What She Eats
Meet the Prom Queen of Instagram
Sleater-Kinney on Riot Grrl, Reuniting, and Portlandia
Michelle Obama: No Boy Is Cute Enough to Keep You From Getting an Education
Céline’s Woman-Friendly Triumph
Selfie Sorority Uses Media Frenzy for Good Cause
From Our Partners
5 Best Sex Positions to Practically Guarantee an Orgasm
How Demi Lovato Embraced This Body “Problem” We All Have
Who What Wear
The Zara Outfit Every Girl In New York City Is Wearing
'Scream Queens' Parodies Taylor Swift In New Halloween Episode
powered by PubExchange
The Cut’s Latest Love and War FeaturesSigourney Weaver on Talking to Ronald Reagan About Abortion Rights
He didn’t want to chat.8 Actually Good Things That Happened This Week
Baby sea turtles wearing bathing suits and a necklace for your pizza.Selfie Sorority Uses Media Frenzy for Good Cause
Take that, sportscasters.A Comprehensive Taxonomy of Men With Long Hair
And why we like them anyway.Teens Are Dying From Train-Track Photo Shoots
The popular photo destination is actually super-dangerous.‘Truly Ugly Guy With Glasses’ Is Europe’s Most Virile Man
Ed Houben has fathered 106 children — that he knows of.The Internet of Parents Is Miserable and I Love It
Why it's so hard to look away.Did the ‘Maxipad Bandit’ Really Think He’d Escape?
Not so fast, mister.Woman Driven From Her Home by Death Threats After Starting Pro-Choice Hashtag
The hashtag drew intense scorn from anti-abortion activists.Ice-Cold Teens Don’t Hesitate to Block Their Exes
"I’m just like this is irrelevant now.”
Come on, man.Are Newsletters the Internet’s New Safe Space for Women?
Whether you're Lena Dunham or an emerging writer, the format has an appealing intimacy.The Bennifer Years Affected Matt Damon More Than Anyone Else
It's just really hard when your buddy breaks up with J.Lo, you know?Someone Used Gasoline to Set a Los Angeles–Area Planned Parenthood on Fire
Police believe gasoline was used as an accelerant to burn down the Thousand Oaks facility.Michelle Obama: No Boy Is Cute Enough to Keep You From Getting an Education
"Compete with the boys. Beat the boys."Stop Time-Traveling to Such Lame Eras, Losers
You have a choice, people.New ‘Yelp for People’ Will Let You Rate Everyone You Know
Kind of like Lulu, or Hot or Not, or ...Ruth Bader Ginsburg Is Glad She Was Trained in the ’60s
She's glad she was trained in the Mad Men era.Lena Dunham Apologizes for Joking About Abuse
"When I heard my own quote I was like, 'Jesus, Lena, no.'"Desperate Republicans Attack Planned Parenthood Chief’s Salary
"The disrespect, the misogyny rampant here today tells us what is really going on."