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But it is always a possibility that the real lonely hearts are the pet owners themselves.
BBC: News | UK | Lonely pets seek love on the net
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The lonely hearts are preyed on in chat rooms, dating sites and social networking sites.
FORBES: Where Americans Lost Money Online
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Pepper's Lonely Hearts Club Band, Abbey Road and the rest of the Fabs' recordings available for download.
FORBES: Music's Online Holdouts
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Pepper's Lonely Hearts Club Band for the first time was a life-changing experience.
NPR: Singer Recalls the First Time She Heard the Beatles
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Lonely hearts, were not only left without that much fantasized love connection, they had less money in their pockets too.
FORBES: Where Americans Lost Money Online
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For instance, outfits that act as matchmakers for lonely hearts (dating clubs, singles bars, and so on) often levy higher charges on men than on women.
ECONOMIST: Economics focus
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Although online dating sites like Match.com and Lavalife have been around since nearly the inception of the commercial Internet, these newer sites are much more elaborate than virtual manifestations of "lonely hearts" columns.
FORBES: Reshaping Reality
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Pepper's Lonely Hearts Club Band album.
FORBES: Sorry, Heather. Paul Ain't No Billionaire
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Pepper's Lonely Hearts Club Band.
CNN: Beatles fans eye rare display of Fabs photos
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While Ms. Tang and the rest of the lonely hearts club flock to the do-it-yourself furniture shop for its clean, homey environment, they pose something of a challenge for IKEA. They sit for hours in the cafeteria, leaving behind orange peels and egg shells they have picked off boiled eggs brought from home.
WSJ: In China, IKEA Is a Swede Place for Senior Romance, Relaxation
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She also digs up charming incidental anecdotes: a lonely-hearts ad in a Bavarian newspaper brought together the parents of Pope Benedict.
ECONOMIST: How to find a mate
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Lonely-hearts ads in the newspapers are classified by caste and sub-caste.
ECONOMIST: The perilous arithmetic of positive discrimination
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Hearts are broken, days are lonely, promises are broken.
NPR: Noble Three: 'I Would Run'