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Niche sites cater to people with special interests, such as sports fans, racing and automotive fans, medical or other professionals, people with political or religious preferences (e.g., Hindu, Jewish, Christian, Muslim, etc.), people with medical conditions (e.g., HIV , obese), or those living in rural farm communities.
In 2008, a variation of the online dating model emerged in the form of introduction sites, where members have to search and contact other members, who introduce them to other members whom they deem compatible.
Once a profile has been created, members can view the profiles of other members of the service, using the visible profile information to decide whether or not to initiate contact.Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.There are mixed opinions regarding the safety of online dating.