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.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.The paper, Appleberg says, was fashioned after an English singles magazine.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.
(Correspondingly, the men seem to have fudged a little—many listed their height as at least one inch above the average.).Thinking back on it today, she laughs, “I wonder how much they were paying me for that.” All this she did alone in an office building on 3rd Avenue and East 55th Street. By the 1970s, couples were meeting at singles bars or discos—or by putting personal ads in physical, printed papers.(That spirit of optimism and belief in serendipity similarly suffuses online dating.Pictured is a sexist vintage advert from Schlitz Fur-ious: This advert for trousers depicted a woman as a tiger-skin rug, boasting: 'After one look at his Mr Leggs slacks, she was ready to have him walk all over her'.