first personal ad was written by a young woman in 1727

de bene esse: literally, of well-being, morally acceptable but subject to future validation or exception


In 1727, a lady named Helen Morrison placed a personal advertisement in the Manchester Weekly Journal. It was possibly the first time a newspaper was ever used for such a purpose. As it happens, Morrison was committed to an asylum for a month. Society was clearly not ready for such an autonomous practice, especially on the part of a woman. Notwithstanding personal ads quickly became an institution.

Heinrich von Kleist’s celebrated novella The Marquise of O, first published in 1810 (and said by Kleist to be “based on a true incident”) opens on the newspaper ad placed by “a lady of unblemished reputation and the mother of several well-brought-up children,” to the effect “that she had, without knowledge of the cause, come to find herself in a certain situation; that she would like the father of the child she was expecting to disclose his identity to her; and that she was resolved, out of consideration for her family, to marry him.”

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