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was the first, and largest, “singles newspaper” in the city, and promised “real ads… real responses…” from “100’s of eligible singles.” A fresh romantic life could be yours for just 75 cents a copy.
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.
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.
Instead, the paper offered dating advice that is a relic of a time before the internet, when people were advised, to maximize the potential for romance on a Staten Island ferry ride, to “Check a daily paper to find out what time the sun will set on the day you want to go—that’s the most exquisite time for boating with a date.” Another article proposes “[getting] yourself a small fondue set, if you don’t already have one,” leaning heavily into the spirit of the decade.
Many of the seekers were divorced, and looking for an alternative to the carousel of what the authors of “Courtship American Style” call “the tedious and meaningless …
The paper, Appleberg says, was fashioned after an English singles magazine.
She’s now on Nick, her fourth companion of the breed, who caterwauls with joy as he hears her climbing the stairs.
Her enduring love of vintage clothing—a 1950s navy-and-red checked coat, for example—appears in the paper, as well, when she recommends second-hand clothing stores as a dating idea.
People having unprotected sex, things that I did when I was in Europe …
” Her dating life from that period found its way into the paper.