BUSINESS WIRE — Mar 1 — In keeping with the campaign theme of "Everlasting Love," eHarmony's new TV and radio spots (from Donat/Wald) feature the popular Natalie Cole hit, "This Will Be." From December 2003 to December 2004, the total number of registrants grew 125%. December 2004 subscriptions grew by 69%.
I like these new commercials — they seem much more animated and hip than their previous efforts.
However, I am dismayed that eHarmony continues to promote its product to the public and the media as “scientific” given their recent negative exposes in the academic literature (North American Journal of Psychology) and the popular press (L.A. City Beat article by Jessica Hahn).
There is momentum now in the call for eHarmony to substantiate its claims — not through the selective and misleading reporting of “positive testimonials” — but through real, scientific validation. Other companies are doing this, so it may well be that eHarmony will be left behind. Mark my predictions…”This Will Be.” 🙂