In the early 20th century, the first magazines and newspapers mainly devoted to private advertisements for people to meet “for marriage and other serious purposes” appeared in Europe. Latvia, then part of the Russian Empire, was no exception. In 1910, the first issue of the magazine “Precību vēstnesis” (Marriage Journal) was published in Riga, marking a new chapter in the history of Latvian press. In the following years, other similar publications with entertaining content appeared. Along with romantic, witty, and businesslike advertisements, they also published articles, advice, stories, and poems on love. Among the best-known publications of the time are “Amora Pasts” (Cupid Mail), “Precību Avīze” (Marriage Magazine), “Mīla un Flirts” (Love and Flirt), “Amora Niķi” (Cupid’s Temper) and others.
“Amora Niķi”, Issue No. 5 (1925). Selection from the National Library of Latvia exhibition “Cupid Mail”
Photo: Kristians Luhaers
At first, this new way of dating seemed unusual, suspicious and, in some cases, even reprehensible. To preserve anonymity, the texts of the adverts were written using nicknames: the Flower, the Fun Lad, the Dream, the Hostess. Common were also collective advertisements which indicated the joint age of the authors (e.g., 6 young men, joint age 136 years). Serious candidates used to send the editors photographs of themselves as well as a list of the properties they owned, their occupation and income. Similar requirements were also set for potential partners. Importance was attached not only to appearance, age, and character, but also to owned capital.
Examples of dating adverts between 1920 and 1930. NLL Periodicals collection
If meeting partners through the press was seen as a novelty before the First World War, in the 1920s it became commonplace. In that decade, the pages of newspapers were filled with texts published by all walks of life: from merchants and civil servants to war invalids and widows. Dating advertisements thus became not only one of the first means of self-presentation but also a unique historical record giving an insight into the society of the time.
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