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01-Aug-2017 07:01

Another method of replying to Lonely Hearts adverts is via telephone; this took off with the introduction of premium-rate telephone numbers, providing an additional way for the publisher to generate money.

The usual business model is for the advertiser to be enticed to place an advert free of charge (using an 0800 number or equivalent); those replying (and also the advertiser, when they want to check for any replies) must use a premium-rate line.

A personal or personal ad is an item or notice traditionally in the newspaper, similar to a classified advertisement but personal in nature.

In British English it is also commonly known as an advert in a lonely hearts column.

Due to newspaper prices being based on characters or lines of text, a jargon of abbreviations, acronyms and code words arose in personals and have often carried over to the internet.

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