MSN Looks at Ashley Madison

TORONTO — In a piece entitled "When cheating on your spouse is big business," MSN Money has taken a look at adult dating service AshleyMadison.com and its head man, Noel Biderman.

According to its website, MSN.ca Money's editorial goal is to provide a forum for personal finance and investment ideas.

The article describes Ashley Madison as earning "tens of millions" in annual revenue and cites Biderman's appearance on television shows such as CNN, The View, Dr. Phil and The Tyra Banks Show, along with its "extensive media coverage in various large circulation newspapers."

"Why the fuss?" Author Kerry Gold asks, concluding that "Ashley Madison is aimed squarely at helping married people have affairs, complete with an 'affair guarantee' that will refund you your money if you don't find someone in the first three months."

Gold examined the company's balancing act of striving for profitability from its more than 4.5 million users in the face of declining advertising revenues due to arbitrary moral concerns, which are reportedly hampering the company's growth.

One surprise revelation is that Biderman is a happily married family man who would be "devastated" if his wife was unfaithful — a seemingly contradictory attitude for a marketer that proclaims "Life is short. Have an affair."

"I am not someone who comes in with a big open T-shirt and chains and plays the pimp type personality," Biderman said. "I myself am a happily married man who chose to pursue this because I came across great data. I thought, 'Wouldn't a service for people who are attached work?'"

Instead, Biderman found a female-friendly website name and focused on attracting women, who make up around 30 percent of the overall audience.

Despite the promise of a "guaranteed affair," however, it seems that not everyone is in love with Ashley Madison; as its ad revenues are showing.

"It's one or two individuals at the policy or executive level saying, 'I don't like that business.' I have never had anyone say, 'Great, we would like your ads,'" Biderman said. "It's to the point where I've had newspapers on the verge of bankruptcy [refuse] to take my dollars."

"If I could trade the ability to market freely — the way eharmony or match.com does — we would have $100 million [in annual revenues] with 20 million members," Biderman added. "I'd rather have that than the publicity."

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

UPDATED: Supreme Court Rules Against Adult Industry in Pivotal Texas AV Case

The U.S. Supreme Court on Friday issued its decision in Free Speech Coalition v. Paxton, striking a blow against the online adult industry by ruling in support of Texas’ controversial age verification law, HB 1181.

North Carolina Passes Extreme Bill Targeting Adult Sites

The North Carolina state legislature this week ratified a bill that would impose new regulations that industry observers have warned could push adult websites and platforms to ban most adult creators and content.

Supreme Court Ruling Due Friday in FSC v. Paxton AV Case

The U.S. Supreme Court will rule on Friday in Free Speech Coalition v. Paxton, the adult industry trade association's challenge to Texas’ controversial age verification law, HB 1181.

Ofcom: More Porn Providers Commit to Age Assurance Measures

A number of adult content providers operating in the U.K. have confirmed that they plan to introduce age checks in compliance with the Online Safety Act by the July 25 deadline, according to U.K. media regulator Ofcom.

Aylo Says It Will Comply With UK Age Assurance Requirements

Tech and media company Aylo, which owns various adult properties including Pornhub, YouPorn and Redtube, plans to introduce age assurance methods in the United Kingdom that satisfy government rules under the Online Safety Act, the company has announced.

Kyrgyzstan Parliament Approves Measure Outlawing Internet Porn

The Supreme Council of Kyrgyzstan on Wednesday passed legislation outlawing online adult content in the country.

Trial Set for Lawsuit by U Wisconsin Professor Fired Over Adult Content

A trial date of June 22, 2026, has been set for the civil lawsuit filed by veteran communications professor Joe Gow against the University of Wisconsin board of regents, which fired him for creating and appearing in adult content.

New UK Task Force Meets to Target Adult Content

The architect of an influential report that recommended banning adult content deemed “degrading, violent and misogynistic” has convened an “Independent Pornography Review task force” aimed at translating that report’s findings into action in the U.K.

11:11 Creations Launches Affiliate Program

11:11 Creations principal Alicia Silver has launched 11:11 Cash for creators and affiliates.

Pineapple Support, Pornhub to Host 'Self Love' Support Group

Pineapple Support and Pornhub are hosting a free online support group for performers to develop self-love.

Show More