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29 Jan

Newspapers and magazines that take personal advertisements often provide a reply forwarding service; in this case, the text of the advert will include a unique box number and anyone wishing to reply to the advert sends or delivers their reply to the publisher's address in an envelope bearing that number.

The publisher forwards replies in bulk to the advertiser at a given interval, for example each week.

This also includes resume writing and posting and interviews, as well as staff recruitment and training services.

In 2011, Backpage was the second largest classified ad listing service on the Internet in the United States after Craigslist.

Backpage came under fire starting in 2011 for allegations that their adult services subsection was used for prostitution and human trafficking, particularly involving minors, and that the company took insufficient steps to prevent these practices.

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.

The usual business model is for the advertiser to be enticed to place an advert free of charge (using an 0800 number or equivalent); those replying (and also the advertiser, when they want to check for any replies) must use a premium-rate line.