Despite proposals from nine separate men, she says, she never married or had children, and has no regrets about a life spent traveling, collecting vintage clothing, and dabbling in real estate.
(Though she does regret passing on an additional apartment in her building when it was listed at 5,000—it’s now worth 0,000.) One of her books, Although she says she hasn’t had a date in a while, many of her recent beaux have been much younger. She has no intention of slowing down, but she finds the idea of online dating “terrifying” and unromantic.
In a strange way, it was a very innocent decade of time,” she says.
“I was a looker in those days, and sometimes I intentionally used it with newsstand operators,” she says, “to get them to put the paper forward.” In 1977, it folded, and she went to work for , an early movie listings paper owned by the same company.
Appleberg went on to write a series of travel books.
One such of these copycats on the West Coast, the , was the subject of a 1977 psychology journal article, “Courtship American Style: Newspaper Ads,” which attempted a deep dive on what it called “a fascinating new development in the field of courtship and marriage.” Coastal differences and similar names aside, the two papers were remarkably alike, and provide a revealing window into heterosexual dating at the time.
Shortly before the release of the first issue, Appleberg placed two “dummy ads” in the to get a sense of who her customers were likely to be.
“Potential partners seek to strike bargains which maximize their rewards in the exchange of assets.” Positive descriptors about appearance abound. Women are attractive, very attractive, or extremely attractive.
Women stress those physical attributes, while men speak of status, occupation, or financial security.
In each biweekly paper, Appleberg wrote a column called “When was the last time,” which asked readers to think back to when they last picked apples, or didn’t wear a watch, or visited a lighthouse.
The paper never made quite enough money, despite Appleberg’s best efforts.
Throughout those years, and for most of her life, Appleberg has been a prolific dater.
Though she is agnostic about how she found those dates, she never placed an ad in the paper.
She’s now on Nick, her fourth companion of the breed, who caterwauls with joy as he hears her climbing the stairs.