“A good magician and magnetic healer wishes to meet a little blond song and dance or elocution lady, from 20 to 30 years; if suited will make you a kind husband and nice home in the West; give height and weight in first letter.”
If this profile popped up today on a dating website, would it be a hit or a miss for you? What if you were a single woman living in Minnesota in 1903, which is when and where this ad was published? Would your perspective be different?
Lonely Hearts’ Long History
Before the days of online dating and swiping right or left on dating apps, placing marriage ads in newspapers was one option for lonely Americans seeking companionship. Today, these ads are often called lonely hearts ads, but they used to be known as personal or matrimonial ads.
From the 1600s—when the first known lonely hearts ad appeared in a newspaper—through the 20th century, ads seeking marriage (and other types of relationships) flourished in the papers. The ads were as varied as the people who placed them:
Some ads weren’t placed by individuals at all, but rather by marriage agencies seeking spouses for their clients:
Scams, Murders, and Marriage Ads
However, seeking a spouse through the newspaper was inevitably a risky venture. In addition to running lonely hearts ads, newspapers also ran stories of people who were conned—and even murdered—because of marriage ads in newspapers. These headlines give the general idea:
Backlash and Criticism
Perhaps due to the number of people swindled though lonely hearts ads, newspaper columns criticizing the ads likewise abounded. The Chicago Tribune even went so far in 1884 as to fill more than 5 columns with “The Interesting Results of the Experiment of a Venturesome Reporter” who placed a fake marriage ad in the paper and then analyzed the responses of 36 women who replied to it.
- Read the full Chicago Tribune 1884 feature on matrimonial ads
That same article observed:
Presumably not all marriage ads ended in disappointment or disaster, though success stories are few and far between in the newspapers. But a woman in 1909 seemed happy enough with the results. According to an article in the Lincoln Daily Star, the woman traveled from Michigan to Nebraska in response to a matrimonial ad, and upon her arrival the potential husband “received her with open arms.”
- Read the full Lincoln Daily Star article about the Michigan woman who answered a marriage ad
Modern Lonely Hearts
Though not as popular today, lonely hearts ads are not entirely a thing of the past. Print publications (and websites) featuring these types of ads still exist, although the advent of online dating has made them less common.
Perhaps one takeaway from reading the lonely hearts ads of decades and centuries past is that we really aren’t all that different from our ancestors. Then as now, people sought relationships for companionship, stability, and comfort—among a host of other motivations, good or bad.
And whether it’s swiping right or answering a newspaper ad, either method is an easier route to marriage than this guy’s approach:
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