But as magazines and periodicals such as The Wedding Bell in the US and The Correspondent, Matrimonial Herald and Marriage Gazette in the UK hit the newsstands with immense popularity, matchmaking and personals took off as well, creating the first wave of true mainstream normalization for the personal ad.
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.
These kinds of ads were especially fashionable among lonely soldiers during World War I.
1960s: Counterculture and Computer Love Removed from the context of wartime, old stigmas crept back in.
1920s: Lonely WWI Soldiers Seek Pen Pals Personal ads went mainstream again in the early 20th century, when social pressures to get married by 21 (and thus, expectations for relationships) were much lower, thankfully than their earlier incarnations.