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"We have no overheads," says James, who is the sole full-time employee of the company.

It's a risk you take when you decide to get romantically involved with someone, she understands, but if that's what you're going to end up with, why would you willingly pay a monthly fee to get it? It’s clear what this guy’s about and I delete it.” She calls the entire experience of Craigslist dating “low stakes,” informing me that the “best of Craigslist” section is prime material for acting teachers who need to gather unique monologues for their classes.

She has actually been a fan of Craigslist for years. Her dating advice for others is simple: “If you listen, he’ll tell you who he really is.

"We also target interests, which means there's more potential for a long-term relationship than with a site that's purely based on looks, such as Tinder." James hopes his firm will be adding "2,000 new users a month" by the end of the year.

Facebook's guidelines prevent dating sites from using the paid advertising slots to promote themselves, but individuals looking for love are free to advertise, claims James.

You have to have a good attitude, and you have to learn to laugh at everything, Ellen informs me, recalling a lewd email she received in response to her G-rated ad.