By JULIE BOSMAN JAN. IF there is still any stigma attached to online dating, Match. Phil McGraw, the nation's most visible self-help specialist and relationship guru sorry, Dr. Ruthhas just been hired as Match's first celebrity spokesman. McGraw, a self-described life strategist who offers folksy advice on his syndicated daytime talk show, will star in an advertising campaign for Match that will have its debut on Sunday. The campaign will promote "MindFindBind," a Match interactive program introduced this week that leads users through the dating process with self-help questionnaires and video pep dr phil show about online dating from Dr.
Match, the leader in online dating services, began in and says it has more than 1. The new campaign carries the tagline, "We'll show you who. He'll show you how. He first achieved fame with his weekly appearances on "Oprah" and by writing a book, "The Ultimate Weight Solution: The 7 Keys to Weight Loss Freedom. In addition being host of "Dr.
Phil," his daytime talk show, Dr. McGraw has written 11 books and sells merchandise on his Web site, drphil. In his latest book, "Love Smart: Find the One You Want -- Fix the One You've Got," he extols the virtues of online dating. Match executives are quick to point out that they think of Dr. McGraw as a partner, not a celebrity pitchman. He helped create MindFindBind, which borrows heavily from popular psychology, guiding users through quizzes and workbook activities intended to help subscribers evaluate themselves and their dating goals.
McGraw's show, he counsels angst-ridden guests with blunt aphorisms "the most you get is what you ask for" and health tips "you need to listen to your body because your body is listening to you". In the new television commercials promoting MindFindBind, Dr. McGraw pops up to advise lonely singles with statements like, "You've got personality, looks, I. You just need a little guy-Q, that's all.
One commercial features a young man on a golf course who is too distracted by his inability to find the right woman to swing a club. McGraw approaches the beleaguered man in a golf cart, eyes his old-fashioned knickers and drawls, "You just gotta change your game -- and change your pants. View all New York Times newsletters. The television commercials are to run during other popular prime-time shows including "Dancing with the Stars" on ABC, "C. Miami" on CBS and in a post-Super Bowl slot on "Grey's Anatomy," also on ABC.
The print ads, which are set to run in future issues of People magazine, depict a close-up of Dr. McGraw in a photo mosaic of hundreds of smiling mug shots, much like the photos that are commonly run with user profiles. Connecting a relationship guru to a dating Web site is hardly a new tactic. EHarmony, the popular Web site that says it follows a scientific approach to matchmaking, was founded by Dr. Neil Clark Warren, a clinical psychologist whom eHarmony calls "America's best-known relationship expert.
But choosing a daytime talk show host to represent the brand also signals that, like its competitors, Match's audience is skewing older than ever before: That is a shift from the early days of online dating when it was more of a hookup scene. Jim Safka, the chief executive of Match. McGraw not as a contract, but as a shared mission to help people get into healthy, rewarding relationships. Safka, adding a McGraw-like flourish: Tell us what you think.
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Online Dating Service Teams Up With Dr. Phil
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