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

With its rise in popularity, the World Wide Web has also become a common medium for personals, commonly referred to as online dating.

Personals are generally meant to generate romance, friendship, or casual (sometimes sexual) encounters, and usually include a basic description of the person posting it, and their interests.

The first letter often describes the relationship state or sexuality of the person: As well as three-letter abbreviations of the format described above, a number of other acronyms and abbreviated words have been popular in personal adverts at different times and in different places.

With a slick advertising campaign of real members and a large user base in both the US and Canada, Yahoo Personals looks like a solid dating site on paper.

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.