There was a time when a proper young man and woman could not speak to each other unless they had been formally introduced. On the other hand, I understand from my patients that it is considered bad manners now for young people to date someone who has previously dated one of their friends.
During that particular time, after college, men and women sometimes found it difficult to find each other.
There was need for an organized way for young couples to meet for the first time. Way, way back in frontier days, men in the wilderness advertised in Eastern newspapers for a bride.
Women made the trip west with the expectation that they would marry and be happy-- more or less.
These small blurbs appeared in the personals section.
The advertisements in The Village Voice were different than those in the various Jewish newspapers and different, also, from those in the New York Magazine.
Someone answering ads in one place might be replying to an invitation to engage in some sort of sex. Others were directed at more sober individuals who were thinking of getting married somewhere down the line.