Playboy.com May Expand Business into Online Dating

Rhett Pardon
NEW YORK — The news keeps on cooking at Playboy.com.

On Playboy.com’s 10th anniversary Wednesday, the Playboy Enterprise division said it is considering expanding into the online dating business and will announce that it is seeking the nation’s sexiest McDonald’s employees to pose for the upcoming "Women of McDonald's" online pictorial.

Playboy.com — ranking No. 15 in 2003 for all paid-content sites with 100,000 subscribers, according to comScore Media Metrix — also announced Wednesday that it is offering a daily subscription service for a $12 annual fee.

Craving for more surfers, Playboy.com would significantly expand its online traffic with online matchmaking.

According to comScore, Playboy.com had 2.2 million new visitors in July — a figure that mirrors the monthly visit total between 1.5 million and 2.5 million in the past six months.

But that traffic is far less than other online dating sites such as Yahoo, the No. 1 dating site with 7.1 million unique visitors in July.

The No. 2 online matchmaking site is Matchnet with 6.7 million visitors, followed by Match.com (at 5 million) and Monster’s Tickle Personals (at 4.6 million). MSN Dating ranks at No. 5 with 3.1 million.

Friendfinder.com, Dating.com, Singleme.com and Dreammates.com have less than 3 million visitors, while Eharmony.com and Friendster hover around 1 million.

Playboy.com did not announce a launch date for its matchmaking endeavors.

The McDonald’s announcement comes in the wake of other campaigns associating “the girl next door” with large American companies.

Playboy.com has previously run pictorials of the women of Enron, Starbucks, Wal-Mart and Home Depot.

Full- and part-time McDonald's employees 18 or older who are interested in applying for the pictorial, can send a head shot and a full-body shot, bikini-clad or nude, and a few sentences about themselves by Sept. 29 to Playboy.com.