One advertiser contacted by The Independent, who identified herself by e-mail only as "Thinkingmanscrumpette", says she was attracted to the column because she wanted to avoid the "City types or tank-top wearers who usually reply".
The stigma has disappeared and the business in the UK is reportedly worth more than £50m.
Carolyn, Telegraph Dating is an online dating service that will help you find women and men like you.
Our goal is simple: to add love, romance and fun to the lives of single people.
Newspapers outsource their dating columns to agencies and take a share of the premium-rate calls to the adverts.
One company, Telecom Express, manages The Guardian's Soulmates, The Daily Telegraph's Kindred Spirits and The Times's Encounters pages, among many others. Awful pianist." and "Fairly innocuous male, 57." Other classics of truth-in-advertising have included "Tap-dancing Classics lecturer. " and "Shy, ugly man, fond of extended periods of self-pity, middle-aged, flatulent and overweight, seeks the impossible"."It's very hard to write a 20-word personal ad that adequately sums you up," says David Rose, LRB's classified ad manager.