Trinity Mirror and Dating Direct in online partnership

LONDON - Trinity Mirror has signed a deal with Dating Direct to provide content and access to dating services through the online editions of its papers, including The Daily Mirror, the People and the Daily Record.

The partnership means that Dating Direct will provide Trinity Mirror with a version of its dating service across Trinity Mirror's online properties, where users can find partners through the website's 3.7m subscribers.

Trinity Mirror said it would also be working with Dating Direct to produce other exclusive content, including a World Cup Survival Guide, Dating Toolkit and a Hot Date of The Week.

Neil Kleiner, digital content manager at Mirror Online, said: "Our decision to select a new dating partner was made easy by Dating Direct's track record of being so collaborative and easy to work with."

Last week Dating Direct struck a deal with NTL to provide a secure branded dating channel to its 5m UK broadband customers and it has similar deals with the likes of Channel 4.

Dating Direct has also introduced a voice greeting service to its website, where members can leave a three-minute introduction in their own words, and listen to prospective partners before they meet them.

Darren Richards, CEO and co-founder of Dating Direct, said: "Being able to hear a potential voice really adds a new element to the online dating experience and allows people to enhance their profile with that personal touch."
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