Like the Internet today, lonely hearts ads were suspected of harboring all sort of scams and perversities.
Because they were often used by homosexuals and sex workers, British police continued to prosecute those who placed personals until the late 1960s, when ads became part of the burgeoning youth counterculture. In 1965, a team of Harvard undergrads created Operation Match, the world's first computer dating service.
(Farmers Only continues the legacy to find "where all the country girls are" today.) Some very pragmatic examples of early 20th century personals: HOUSEKEEPER: 18 to 30 years of age, wanted by widower, 40.
Early 1900s: The Lonely Rural Farmers, Ranchers and Shepherds Around the turn of the last century, personal ads enjoyed a renaissance of popularity, especially in the Western US with low populations and the harsh realities of rural life without a partner.
These kinds of ads were especially fashionable among lonely soldiers during World War I.