If research is to be believed, the chief attribute a woman looks for in a man is a sense of humour. There could be something in that. Because what redblooded female could resist the lonely hearts regularly seeking love (and laughs) in the London Review of Books. Box number 03/10, for example, from the personal column in the current issue:

"Former Rudolph Valentino-type, M, 47, latterly tax evading, nervous asthmatic. Seeks woman not un-used to hiding under the kitchen table when the doorbell rings."

Or the more direct: "Baste me in butter and call me Slappy. No, really. M, 35. Box no 3175."

While the internet chat room is the chat-up venue of choice these days, and the premium-rate phoneline, there's still a lot to be said for the oldfashioned box-number route to love and romance.

That's because personal ads demand written replies and you can tell so much from handwriting (plus it's very hard to disguise a prison postmark).

David Rose, who edits the witty entries in the London Review, has compiled a book of the very best:

They Call Me Naughty Lola. The special prize of a fine bottle of whisky for the funniest ad undoubtedly aids the inspiration but, in a review of the book, Time Out remarked: "This does more than any volume since the Kinsey Report to shed light on our species' mating rituals."

For those considering baring their lonely heart in the personal columns, Rose has a few suggestions.

Compose your ad by thinking what it is you find attractive in a partner. And then consider your own most appealing features.

"Be careful though - if you find yourself way beyond 10, with the list running away with itself, then you've probably unearthed the cause of your single life right there."

Obviously, the ladies and gents who choose the London Review are of a particular literary bent. But along with the love, laughter and literary skills, some women may be after filthy lucre as well. It's a truth universal that a man with a large SSIA payout imminent must be in want of a wife. But where does the enterprising woman find him? "Solvent" is consistently listed among the attributes of men seeking company in the Guardian's Soulmates section each Saturday. Closer to home, our own Irish Farmers' Journal could be an equally happy hunting ground. In between the ads for rabbit bait and slurry tanks, there is a comprehensive personals section.

Under "Men seeking Women" in last week's issue, the modest "Developing Nicely" declared: "I am a male. I am 6ft, well built. I enjoy the outdoor life. I would like to meet a sincere girl that's fairly attractive. I am a developer with a farm. Box 5301."

Another six-footer states that he is "35, attractive, broad and hairy."

The young and unattached may scoff that looking for love in the personal columns is only for the old and desperate, but there is a smattering of 25-yearolds listed in the Evening Herald's The Meeting Point.

Males advertising here sound a more mercenary bunch than their gentle farmer counterparts. Box number 2026535 in last Tuesday's paper smugly informed readers that he was "South Dublin, 6' 4", dark hair, handsome, self-employed, loves music, cinema, sport, GSOH. WLTM professional, tall, blonde, athletic girl, Scorpio 25-30 with no children, for romance. No moaners." But there is hope for him - particularly that GSOH (good sense of humour) boast, which he rates to be as relevant as the tall, dark, handsome bit.

InHot Press, the emphasis is on stern "adult fun" with its relentless offers of massage, naughty nurses and domination.

Perhaps some of these stressed-out males who are being targeted would find more joy in the London Review with someone such as box number 2498:

"I'm just a girl who can't say 'no' (or 'anaesthetist').

Lisping Rodgers and Hammerstein fan, female lecturer in politics (37) WLTM man to 40, for thome enthanted eveningth?" 'They Call Me Naughty Lola: "The London Review of Books" Personal Ads - A Reader' by David Rose (Profile, £8.99) Valerie Shanley