NEW YORK (AP) — SWM, meet The New York Times.

Beginning April 22, the Times will begin running personal ads for readers in New York, New Jersey and Connecticut, the newspaper announced Friday.

The Times Personals will run Sundays only. The ads will appear in The City section, along with the Long Island Weekly, Connecticut Weekly, Westchester Weekly and New Jersey Weekly sections.

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The content of the ads will be "in line with pre-established guidelines for advertising" at the paper, said Times spokeswoman Kathy Park. The written guidelines will be used to determine whether the language and tone of proposed ads make the cut.

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