The advertisements in The Village Voice were different than those in the various Jewish newspapers and different, also, from those in the New York Magazine.Someone answering ads in one place might be replying to an invitation to engage in some sort of sex. Others were directed at more sober individuals who were thinking of getting married somewhere down the line.

Women made the trip west with the expectation that they would marry and be happy-- more or less.

And it turned out they did and were, although there is never very much evidence about whether or not a particular married couple is really happy.

Similarly, during parts of the latter half of the 20 century, people once again began to use newspapers and magazines to make known their wishes to meet someone of the opposite sex.

These small blurbs appeared in the personals section.

The social rules for dating change from one generation to the next.

There was a time when a proper young man and woman could not speak to each other unless they had been formally introduced. On the other hand, I understand from my patients that it is considered bad manners now for young people to date someone who has previously dated one of their friends.

In another time and place, matchmakers would have been called upon to make the necessary arrangements; but no such social institution existed here in this country.

There was need for an organized way for young couples to meet for the first time. Way, way back in frontier days, men in the wilderness advertised in Eastern newspapers for a bride.

Meetings in bars happened from time to time, but were considered somewhat dangerous—at least by the women. Colleges became co-ed, and young people were thrown together informally, making it easy to meet someone of the opposite sex. Instead of couples marrying in their early twenties, they married later.