Personals died away again until the 1960s, when ads became part of the growing counterculture in the UK, along with drug experimentation and the Beatles, the author explains.
Like the latter, though, it took some time for the personal ad to be accepted by the Mom-and-Pop public."In Britain, the personal column was suspected (much like the Internet is now) of harboring all sorts of scams, perversities and dangerous individuals.
However advertising like this has a long and unbroken history, and was used by many people with some success," Cocks said.
From shameful to bohemian and cool It only took a few decades after the invention of the modern newspaper in 1690 for the new medium to become a way for people to meet in Britain.
More and more elements of people's lives, including love, have gone online in the last few years, and self-promotion on the Internet in general is now just a fact of life."Short self-descriptions aren't only the preserve of Internet daters, they are also the essence of things like Facebook and other social networking sites," said Cocks.