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Phil online dating capt and ass Damn

In addition being host of "Dr. Phil," his daytime talk show, Dr. McGraw has written 11 books and sells merchandise on his Web site, drphil.com. In his latest book, "Love Smart: Find the One You Want -- Fix the One You've Got," he extols the virtues of online dating.

Match executives are quick to point out that they think of Dr. McGraw as a partner, not a celebrity pitchman. He helped create MindFindBind, which borrows heavily from popular psychology, guiding users through quizzes and workbook activities intended to help subscribers evaluate themselves and their dating goals.

On Dr. McGraw's show, he counsels angst-ridden guests with blunt aphorisms ("the most you get is what you ask for") and health tips ("you need to listen to your body because your body is listening to you").

In the new television commercials promoting MindFindBind, Dr. McGraw pops up to advise lonely singles with statements like, "You've got personality, looks, I.Q. You just need a little guy-Q, that's all."

One commercial features a young man on a golf course who is too distracted by his inability to find the right woman to swing a club. Dr. McGraw approaches the beleaguered man in a golf cart, eyes his old-fashioned knickers and drawls, "You just gotta change your game -- and change your pants."

Created by Hanft Raboy & Partners in New York, the campaign begins during Sunday's episode of "Desperate Housewives" on ABC and includes radio, print and television ads. The television commercials are to run during other popular prime-time shows including "Dancing with the Stars" on ABC, "C.S.I.: Miami" on CBS and in a post-Super Bowl slot on "Grey's Anatomy," also on ABC.

The print ads, which are set to run in future issues of People magazine, depict a close-up of Dr. McGraw in a photo mosaic of hundreds of smiling mug shots, much like the photos that are commonly run with user profiles.

Connecting a relationship guru to a dating Web site is hardly a new tactic. EHarmony, the popular Web site that says it follows a scientific approach to matchmaking, was founded by Dr. Neil Clark Warren, a clinical psychologist whom eHarmony calls "America's best-known relationship expert." EHarmony has undergone some turmoil lately: on Wednesday, the company announced that Greg Forgatch, its co-founder, president and chief executive, would step down later this month.

But choosing a daytime talk show host to represent the brand also signals that, like its competitors, Match's audience is skewing older than ever before: people 50 and over are the fastest-growing age group using the site, the company said.

"Online dating has matured," said Adam Hanft, the chief executive of Hanft Raboy & Partners, part of Hanft Unlimited.

"We like to say that Match is for people who are open to a serious relationship. That is a shift from the early days of online dating when it was more of a hookup scene."

Jim Safka, the chief executive of Match.com, said the company saw its relationship with Dr. McGraw not as a contract, but as a shared mission to help people get into healthy, rewarding relationships.

"The idea is, when you're going out there to meet people, we want you to have a plan," said Mr. Safka, adding a McGraw-like flourish: "Because otherwise you're bouncing around out there like a Ping-Pong ball or a loaded missile."

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http://www.nytimes.com/2006/01/13/business/media/online-dating-service-teams-up-with-dr-phil.html