At the turn of this wonderful Millennium, when the world of online dating was still considered a shady haven for deviants and weirdoes alone, existed Nerve Personals, an off-shoot subheading targeting what can only be described as adult dating for the readers of the well-regarded Nerve.com. The ‘Personals’ section did little to dispel the rumours that dating sites were just one step down the ladder from soft porn, and was tagged as a place were you could go find ‘literal smut’, if you had, well, the nerve. Dot com.
As other dating sites came to prominence and blossomed into what we now know and love as respectable places to go and court your next beau, Nerve ‘Personals’ sections readership diminished, and the dating aspect was set assail and left to FastCupid to handle, a collaboration that expired only last year.
From those ashes, however, promises an all-new dating experience that does away with the traditional matchmaking aspects of your mainstream dating sites, rather, incorporating the user-friendly interface of social media as the en vogue way to meet your next potential partner online.
Sean Mills, CEO of Nerve, is abandoning the scientific approach and dispensing with algorithms based on a static dating site profile. The emphasis for the new dating site will be on fun, as is the wont of the template sites used to derive their new one, namely Twitter, The Facebook and Tumblr.
Rather than rely on a profile that may have been relevant to the dating single when they created the account, the new dating site will be focused on what their membership is doing in the here and now. Using ‘icebreakers’ such as ‘what good film you streamed recently?’ or ‘did you watch that pile of tripe from the Molineux, last night?’, Sean hopes for real-time interaction, finding common ground for its dating membership that really matters.
There is a free dating site membership with the new site, however this only permits the very basic service that the dating site has to offer, and there is a very real reason for this (other than they obviously need to make a profit to keep ‘Nerve Dating’ afloat).
Mills wants to create a safe place for his paid membership as well as promote the fact that dating sites are about just that – dating – not just a place for people to chat online; there is social media for that, although being as public as it is and winding people up in the divorce courts may not serve as an appropriate place to start an elicit affair.
For $20/month, it is hoped that the fee will “keep creepiness to a minimum” and discourage those who have no real intention of using the dating site as a place to meet other singles serious about getting together offline and, most of all, have some fun doing it!
The parent site, Nerve, attracts 2,000,000 unique visitors per month and Sean hopes that that readership and its predecessor’s reputation can catapult it to the top of the rankings and become a real competitor to the other mainstream online dating agencies.
Alikening the launch of the site to the opening of Studio 54, back in the seventies, we hope that Mills has took out the relevant licences and will not be raided in the first month of opening for impropriety – know Nerve.com’s history, that would come as no surprise.