A pilot study examined trends in the appearance of personal advertisements (individuals seeking dates/mates) in the classified columns of daily newspapers located in state capital cities, as well as newspaper guidelines for the acceptance of personal ads. Daily newspapers in the capital city of each state and some of the larger nationally important newspapers (such as the "New York Times" and the "Miami Herald") were surveyed and also asked to provide their guidelines for the regulation of personal ads. In addition, three different issues of each paper were requested for a content analysis of the personal classifieds. Responses were provided by 40 newspapers--29 of which do run personal ads. Results indicated that the leading category of personals was dating/mating by individuals, with dating clubs in second place, followed by escort/adult entertainment, religious, and psychic personals. Most of the guidelines for date/mate ads dealt with wording and with attempts to encourage healthy relationships. Findings suggest that newspapers are mirroring a trend already apparent in magazines. Findings also suggest that newspaper consumers of the 1980s are using their daily newspapers as a replacement for the recognized social institutions, such as churches, clubs, and taverns, where they can meet friends and companions. (References are attached.) (NKA)