Just as you go to an estate agent to buy a house, there is value in going to an introduction agency to find someone to have a relationship with

Louise Hanson OneSaturday

And trade is set to increase thanks to a growing acceptance of dating agencies, and the emergence of "online flirting".

"The growth in our subscriber figures reflects partly the success of targeted advertising, and partly decreasing stigma," Louise Hanson, marketing director, told BBC News Online.

"People are more busy and have less leisure time. They recognise that just as you go to an estate agent to buy a house, there is value in going to an introduction agency to find someone to have a relationship with."

Web dating

Those with less serious intentions are logging onto dating websites, such as OneSaturday's own dot.com site, which has attracted 25,000 subscribers.

Company profile - OneSaturday

Formed: June 2000 through merger Single Scenes and Club Sirius Listed: August 2000 (UK's only listed dating firm) Turnover*: �2.05m Profit*: -�1.77m Owns: Dateline, Elite Introductions, Club Sirius * figs May-Oct, adjusted for firm's launch in June

"These are not as serious as the planned service offered by traditional dating agencies," Ms Hanson said.

"People join for a shorter period of time, perhaps to meet new friends, or just to flirt.

"You can be anyone you want on the internet."

A fact which, while offering certain attractions, poses the kind of security concerns which support the need for formal agencies, Ms Hanson said.

Holiday romance

And OneSaturday's traditional businesses are planning to boost revenue from the UK's estimated 8 million singletons through tapping the desire to mix dating with holidays.

The firm is itself seeking a partner for travel and romance, with a long term relationship a possibility.

Subscriber numbers

Dateline: 28,000 Club Sirius: 9,000 Elite Introductions: 5,000

Company chairman Chris Matthews said: "We are actively developing the business of singles holidays, with a view to building our presence in this market in conjunction with a strategic partner."

The firm is considering expanding online operation to cover financial services, ticket sales and restaurant reservations.

The OneSaturday.com portal was on Tuesday offering health advice, financial information, and articles with titles such as "obsessed with threesome", "sex is so noisy", and "initiation: a woman's spiritual adventure in the heart of the Andes".

Dateline's website, which attracts revenues of �8,000 a week, is running at profit, the company said.

Nonetheless company turnover of �2.05m translated into a loss of �1.77m for the six months.

OneSaturday blamed the loss on one-off costs associated with the firm's official formation last year, and its listing on London's small company stock market AIM.