Trinity Mirror has partnered with White Label Dating  to launch Mirror Matches, a new online dating site.

The publisher will capitalise on its new online dating site by promoting it to its extensive group-wide digital audience of over 65 million monthly users, as well as throughout its portfolio of national and regional newspaper titles.

Mirror Matches will serve as a brand extension of Mirror Online and will create an additional source of revenue.

Trinity Mirror is the latest media publisher to use White Label Dating’s software and services to create a valuable incremental revenue stream, joining the Independent, Bauer Radio and the Evening Standard as White Label Dating partners.

White Label Dating has a network of over 1,700 international partners and the largest network of media partners in the dating industry.

The software provider takes care of the dating software, payment processing, customer support, hosting infrastructure and more.

More on this story at at