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Hearts West: True Stories of Mail-Order Brides on the Frontier
Tears slid down widow Mabel Haskell’s face and fell onto the blank piece of paper in front of her. She sat poised, pen in hand over the monogrammed stationary, contemplating her life and lamenting her cheerless state of affairs. The sad but striking-looking woman in her late forties had no family, no children of her own, and had lost her husband of twenty-three years ten months earlier. She was lonely and fearful that she would always remain so.
Desperate for companionship, Mabel decided to advertise for a partner. She knew other women whose solicitation for a spouse had been answered and a handful of those were fortunate enough to marry the men who replied. Mabel wondered if she would be as lucky. Blinking away tears, she decided the time was right to submit an ad to the popular publication The New Plan. Perhaps an equally lonely gentleman would read the personal plea and seek her out. Perhaps she would find love again.
Helping eligible men and women find one another, correspond, and marry was the main goal of The New Plan. Published in Kansas City, Missouri, the magazine’s purpose was to unite lonely hearts, with various momentary and social background, who were unable to find a desirable life partner.
Ladies especially, whose opportunities are somewhat limited as to forming acquaintances, seek the method (proposed in The New Plan) knowing that in no other way have they so much advantage. Don’t think because you are not wealthy yourself that you cannot get a rich party to marry you. Love is not measured in lucre. Morality, fidelity, respectability, ambition and beauty often tip the opposing weight of wealth on the matrimonial scale. Women in affluent circumstances are not usually seeking an increase of wealth in marriage. The self-respecting man of means, in seeking a wife is not seeking her for the property she may have. We get many inquiries from both sexes who have plenty of means for two and who seek life companions of true worth and not for means. We do business with such people constantly and know whereof we speak. The New Plan Notice – 1917
The New Plan was circulated from 1911 to 1917. The following are samples of advertisements found in the September 1917 edition of the periodical. The first advertisement was submitted by Mabel Haskell.
Ad #1 – I am a lonely unemcumbered widow; age 48; weight 165; height, 5 feet 6 inches; big blue eyes; brown hair; fair complexion; American; religion, Methodist. I have property worth $30,000. A sunny disposition; considered very good looking. Would like to hear from some good business man. Object, matrimony.
Ad #2 – I do not pose as a beauty, but people tell me that I look well. Enjoy fun and social gatherings. Age, 27; weight 138; height, 64 inches; brown eyes; brown hair; fair complexion; American; very good disposition; plain dresser, but neat. Prefer country life. Income $20 per month. Matrimonially inclined.
Ad #3 – A perfect blonde; trained nurse, wishes to make the acquaintance of a nice young gentlemen, view to matrimony; age 23, weight 124, height 5 feet 3 inches; German-American; college education, very neat dresser; will answer all letters.
