Seventeen of FFN's 22 brands are targeted at a general audience, the company said in a slideshow (click to enlarge):
Most of those sites are dating sites, but they offer non-racy relationships, such as BigChurch.com for Christians and Slim.com for dieters. Some of those businesses have audiences that are far greater than FFN's best-known brands. AsiaFriendfinder and Amigos.com both have more registrants historically than Alt.com, the kinky dating site; and BigChurch and Senior Friendfinder have more than Bondage.com, which is what you think it is.
This offers hope for the pure of heart, surely: It looks as if Americans are often reaching for meaningful relationships over one-night stands.
Possibly not. The 800lb gorilla in FFN's business is AdultFriendFinder, with 224 million registrants since inception. It offers "friends" only in the sense of friends-with-benefits. FFN's 10-Q shows what's really going on: Revenues from the adult businesses dwarf those of the general audience. In Q1 2011, FFN had $83 million in total sales, and $55 million of that came from its adult sites:
Only $3 million came from the 17 general audience businesses. People looking for love, it seems, spend a lot less than people looking for sex. If you do a bit of math, it turns out that FFN got an average of $16.43 from each of its adult users in Q1, but its general audience users paid only 7 cents on average in the same period, and are in "disproportionate decline" to the rest of the business, FFN notes.
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