However, the Internet was just taking off so the service quickly shifted to being a completely online experience.
“Sometimes opportunity knocks and sometimes it leans on the doorbell,” he quipped.
“They were lonely.” As Ashley Madison expanded into new countries, the local reaction was always the same.
So he kept booking these ads and enjoyed the press when they were pulled or rejected.
Subscribers jumped to 550,000 in the summer of 2002, from just 60,000 the previous January.
In addition, something he discovered while listening in on training calls with his receptionist, was that men would quickly move from offering registration details to chatting up the woman.
“Seventy per cent of the guys would try to engage her in a chat,” he said.
His high-profile activities also generated angry emails and letters from people accusing him of promoting marriage infidelity.
“But we got more emails and letters from people commending us for the site,” he said.Morgenstern said later in an interview with The Business Times that he believes men and women are “hardwired to procreate,” but that we are also equipped to overcome that urge.He added that the fact that we are living longer now compounds the difficulty in staying true, because the person you are when you are 25 is not the person you are two decades later, so spousal compatibility can become an issue.He admitted to capitalizing on the human condition, and proudly declared faithfulness to his wife as his chosen lifestyle.He was noticed later in the parking lot opening the car door for his spouse.In the early days, he paid 0 a day for a Toronto Star classified ad directing people to his site.