• by Wendy Davis , May 3, 2005

As part of an initiative to revamp its classified section, MSNBC.com Monday launched a three-year partnership with online dating site PerfectMatch.com. The move marks the second time MSNBC.com has made an alliance with an online dating site; previously, the publisher partnered with Lavalife.com, said Kyoo Kim, vice president-sales for MSNBC.com.

Kim said he hopes that PerfectMatch.com, a dating site for singles seeking long-term relationships, appeals more to the MSNBC.com daters. PerfectMatch.com is both buying media from MSNBC.com and sharing subscription revenue with the site.

The MSNBC.com home page currently contains a link on the upper right-hand corner to various classified sites, including PerfectMatch.com. By next month, the link to PerfectMatch will be integrated into the main navigation bar, said Kim.

Clicking on the PerfectMatch link takes visitors to an MSNBC-branded PerfectMatch page, with links at the top to news, business, weather, and other MSNBC.com sections. The landing page, which displays an ad from Lifetime Television, also offers visitors a chance to sign up for a free "compatibility" profile.