Barry Diller's Match.com boasts 1.2 million subscribers and Yahoo Personals has 5 million paying users.

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Its next biggest rival is Yahoo Personals , which is sweetening its service with voice and video capabilities.

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Where personals are distinct, however, is that users are also advertising themselves, and so far, that business is in its earliest stages.

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Ultimately Wallace fouled out, but the aggression was mutual. 62 personals were called in the game while five players were disqualified on fouls.

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Just jump online and scroll through the hundreds of dating and personals sites that can hook you up with arm-candy for that big end-of-the-year bash.

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Barry Diller's Match.com boasts 1.2 million subscribers and Yahoo (nasdaq: YHOO - news - people ) Personals has 5 million paying users.

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One of them, MTI, 17% owned by Hikari and set up by Shigeta's childhood friend Toshihiro Maeta, lets mobile phone users do things like maintain interactive "personals" ads.

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The National Association of Attorneys General and crusaders like Hersh say they want Backpage to do the responsible thing, like Craigslist, and take down its adult personals section.

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"The problem with the personals area is that it has been misunderstood, " says Barry Diller , chief executive of USA Interactive (nasdaq: USAI - news - people ), Ticketmaster's parent.

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