Yahoo launches premium personals site

Yahoo Inc. late Tuesday launched Personals Premier, a premium online dating service aimed at attracting serious relationship seekers with deeper pockets.

The move challenges eHarmony, a popular online dating site that picks potential "soul mates" for its subscribers based on results from a lengthy personality test.

Yahoo's new premium service costs $34.95 a month and features searching and matching technology that uses results from new relationship and personality tests. Yahoo's existing personals service costs $19.95 per month.

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Online dating is booming, with the U.S. industry projected to generate $558 million in revenue this year, Yahoo, predicts.

Privately held eHarmony recently has gained popularity thanks to a multimillion-dollar television and radio advertising blitz. Its monthly membership fee is $49.95.

For Subscribers

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FOR SUBSCRIBERSKratom-like substances are popping up in a typically benign supplement

FOR SUBSCRIBERSGOP super PAC increases its spending for Sen. Jon Husted in tough Ohio race

FOR SUBSCRIBERSRecords reveal tumultuous marriage between slain New York Times executive and wife

FOR SUBSCRIBERSFrom clean energy warrior to ‘wall of shame,’ James Talarico reverses on a fossil fuel money pledge

FOR SUBSCRIBERSCongressional staff planned official trip with luxury stops in Italy and France weeks before election

FOR SUBSCRIBERSA harrowing ordeal aboard an Israel-bound plane

FOR SUBSCRIBERSOpenAI CEO Sam Altman to skip congressional hearing on rogue AI agents

FOR SUBSCRIBERSKey DOJ lawyers departed Trump ‘grand conspiracy’ probe amid pressure to produce, source says

FOR SUBSCRIBERSTrump’s new AI chatbot often links to a site launched under Clinton 26 years ago

FOR SUBSCRIBERSAt MAHA summit, industry CEOs the movement once vilified take the stage

FOR SUBSCRIBERSThis Paralympian has two goals: Win medals and give away $500,000 to her teammates

FOR SUBSCRIBERSCornell rape allegation spotlights stringent New York state laws that have long drawn criticism

FOR SUBSCRIBERSThe debate over AI’s future rages on both coasts

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According to Internet traffic monitoring company Hitwise, eHarmony visitors are much more likely to be in the age range of 25 to 34 while Yahoo's visitors are older or younger -- with lower incomes.

Yahoo Personals is No. 1 in the online dating category with about 21 percent of the market. while EHarmony came in fourth, with about 6 percent market share, after IAC/InterActiveCorp.'s Match.com and MatchNet's American Singles, Hitwise reported.