That’s the story Waldman would most like to see this magazine print. And the other story? Ads for dating services that have run on Beliefnet have done noticeably well–they generated 850,000 clicks in 2003. So a marriage between Beliefnet and dating was inevitable. But the good news is that Soulmatch gets it right. Instead of lumping all Jews or all Roman Catholics into one category, a questionnaire teases out the differences within the faith through queries about political preferences and churchgoing habits. And the “spiritual, but not religious” category finds matches for singles who don’t subscribe to a specific religion. Sound too heavy for a dating site? They keep it light with questions like “If you could retire one of the Seven Deadly Sins to make room for a new one, which would you lose and which would you add?” Say what you will, but it’s best to know that one upfront.
