Dating ad


03-Oct-2017 18:38

was the first, and largest, “singles newspaper” in the city, and promised “real ads… real responses…” from “100’s of eligible singles.” A fresh romantic life could be yours for just 75 cents a copy.Across the country, comparable publications sprung up like mushrooms, eager to capitalize on a wave of singles and divorcees looking for love in a time of increased sexual openness.In each biweekly paper, Appleberg wrote a column called “When was the last time,” which asked readers to think back to when they last picked apples, or didn’t wear a watch, or visited a lighthouse.The paper never made quite enough money, despite Appleberg’s best efforts.“I was a looker in those days, and sometimes I intentionally used it with newsstand operators,” she says, “to get them to put the paper forward.” In 1977, it folded, and she went to work for , an early movie listings paper owned by the same company.Appleberg went on to write a series of travel books.In a strange way, it was a very innocent decade of time,” she says.“Once you were on birth control, you thought there was nothing to worry about.

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” Her dating life from that period found its way into the paper.Her bosses “didn’t care anything about editorial content, it was all about the ads and the money they were going to make from them.” Indeed, if they’d been able to run the paper without any articles at all, she’s certain they would have.Instead, the paper offered dating advice that is a relic of a time before the internet, when people were advised, to maximize the potential for romance on a Staten Island ferry ride, to “Check a daily paper to find out what time the sun will set on the day you want to go—that’s the most exquisite time for boating with a date.” Another article proposes “[getting] yourself a small fondue set, if you don’t already have one,” leaning heavily into the spirit of the decade.Cameron, Oskamp, and Sparks remark, drily, “The overwhelmingly positive content of the ads is especially clear if one considers the likely nature of information which was not presented.” Well, hope springs eternal.

One man searched for a “mature Twiggy-type woman who is also unpretentious,” while another wanted an “Angie Dickinson type.” Women were usually less specific: someone “warm, self-confident, with it,” though taller men were preferred.One such of these copycats on the West Coast, the , was the subject of a 1977 psychology journal article, “Courtship American Style: Newspaper Ads,” which attempted a deep dive on what it called “a fascinating new development in the field of courtship and marriage.” Coastal differences and similar names aside, the two papers were remarkably alike, and provide a revealing window into heterosexual dating at the time.



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