From satirical jokes to a patriotic duty: the evolution of personals

Wealth & Business · Published 18 October 2026 Swipe more like this →

In short: Personal advertisements have navigated a strange journey from 17th-century mockery to modern dating apps. Once viewed with deep suspicion or ridiculed as hoaxes, these ads became essential tools for navigating urban isolation and shifting gender roles, eventually transforming into a multi-million member industry.

The history of personal ads is marked by a transition from satire to sincerity. In the late 1600s, London magazines published satirical marriage ads for entertainment, including a mock ad from a widow seeking any man able to labor in her corporation. By 1722, the New-England Courant used similar mockery to ridicule those marrying solely for money. It wasn't until 1695 that the first genuine personal ad appeared in an English pamphlet, with all 53 major London newspapers eventually publishing matrimonial ads by 1710.

Public perception fluctuated wildly based on social norms. In the 18th century, many readers dismissed personals as scams or jokes, and American papers often accused them of soliciting nonmarital sex. However, during the U.S. Civil War, responding to personal ads became a patriotic act for women seeking correspondents with soldiers. By the late 20th century, these ads moved from 'lonely hearts' columns—a term reflecting social stigma—into mainstream publications like the New York Review of Books as an acceptable alternative to conventional dating.

Beyond romance, personals served as vital mechanisms for navigating structural constraints. In the 19th century, urban expansion and demanding employment practices left many people without traditional social networks. For example, between 1820 and 1860, U.S. city populations surged by 797%, creating a need for new ways to meet partners. In Arizona Territory in 1885, the Busy Bee Club was formed by Black women to advertise wives for miners specifically to reduce camp violence. Today, these ads continue to serve niche needs, including reproductive partnerships and navigating modern urban isolation.

The medium has evolved from physical intermediaries like coffee houses (for men) or discreet libraries (for women) to digital platforms. While print ads were limited by space, online apps allow for automated sorting of data while freeing the text for personal narratives. This shift reflects a move from public classifieds to private, tailored profiles.

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