Both companies are pushing this message with recent advertising efforts. Tinder has a new publication, Swipe Lifespecializing in personal essays that reinforce the idea that dating misadventures are cool, or at least exciting, invigorating and youthful. Swipe Life says downloading Tinder is a milestone in human life akin to buying your first beer and losing your virginity. Bumble is selling itself as a means to personal betterment and greater sophistication.
One in 10 American adults is registered with an online dating service.
Meredith Golden keeps two lists of guys you absolutely should not date. Golden, 43, has developed these no-fly lists in her four years as a dating app ghostwriter. Once she has earned a client a date, she tags them in and becomes a more traditional dating coach, reviewing each encounter in detailed post-mortems, helping to guide their next moves.
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