1800s: Aristocrats Catch On Always on the lookout for ways to exploit media for their own ends, aristocrats in the 1800s used personal ads to broadcast their interest in romantic engagements that seem scandalous by today's standards.
An 1841 ad in the Journal of Munich tells of a 70-year-old Baron seeking a woman "between 16 and 20 having good teeth and little feet." (Well...
I mean, one could argue that even Voyager 1's Golden Record is kind of a massive, interstellar personal ad (complete with the recorded sound of a kiss! It's as if humanity decided to document all our best features and send them into space with this message: So dating apps are really the latest manifestation of human beings doing what we've always done -- create new tools to communicate and then turn around and use those tools to find love, sex and companionship.
Have prominent position with the rail company, have 75-acre ranch also house in town; object matrimony if suited; have boy 13 years old, would not object to housekeeper having child. Young woman, reared in luxury, having lost everything and earned her living for the past eight years, is tired of teaching and wishes a home: would like to meet a well-to-do businessman who would appreciate refinement and affection in a wife. If only these two had found each other's personals then.....
The popularity of personals paved the way for grifters who soon realized that they could prey on the vulnerability of people seeking love.
Scam artists caused a scandal that many newspapers ran with, and personals disappeared practically overnight as public attitudes became more cautious.
Less-Than-Fun fact: homosexuality was outlawed and punishable by death in the UK by wife-murderer Henry VIII and continued to be illegal until 1967. A., anyone accused of being a "sodomite" doing "buggery" was also legally sentenced to death as of 1776.) Coded words, female names and other signals in personals were channels to privately expressing vulnerability and find companionship that society forbade.
During this time, gathering sites for gay men known as Molly Houses were subject to regular raids by law enforcement. 1727: Women Get Smacked Down for Expressing Personal Desire In 1727, Englishwoman Helen Morrison became the first woman to place an ad in a Lonely Hearts column.