Advice columns serve two main functions for their readership. The first function is practical: for a reader to write in with a question about an embarrassing or difficult predicament, and to have it answered anonymously from a trusted source. By extension, readers are likely to have similar problems and can often relate to the advice given in the columns. The second function is entertainment. People often enjoy reading advice columns, whether they can relate to the advice or not, simply because they find either the problems or style of advice-giving to be amusing and/or interesting.
Advice columns have a long history in America, dating to the 18th century--when they were called "Letters to the Lovelorn." Advice columns really exploded on the American scene, though, in the 1950s, with the real-life twin sisters who ran advice columns under the names of "Ann Landers" and "Dear Abby." The sibling rivalry between the two got their columns syndicated in countless newspapers and spawned a trend that carries through to today. Advice columns now discuss a wide variety of topics and are ubiquitous in newspapers and magazines.
Advice columns cater to many different audiences and subject matters. General advice columns, such as those written by Ann Landers and Dear Abby, still exist, but most advice columns are written by someone with expertise in a certain area. Common types of advice columns include those that focus on: relationships, sex, etiquette, money, work, health and parenting. Even these subject matters may be divided into more niche categories, such as relationship and sex advice columns specifically for gay and lesbian people.
Though advice columns vary widely in content matter and style, they tend to share a few key features. The letters sent into advice columns are generally anonymous, with the names of all people involved changed or omitted. Sometimes the writer will go by a first name and a city where he resides, or use a signature that summarizes the problem, such as "Heartbroken in Delaware." Additionally, though each letter is about one person's specific problem, those letters chosen usually tend to have a universal nature to them so that readers can get the maximum amount of benefit from reading.
Advice columns play a significant role in nearly every major magazine, regardless of its topic, and are especially popular in lifestyle magazines such as women's and men's magazines, parenting magazines and bridal magazines. Increasingly, they are also popular on websites. Advice columns provide an important sense for readers, even more than letters to the editor, that they can engage with the content of their favorite publications. Though advice columns began as a very polite though conversational affair with Ann Landers and Dear Abby, they have since taken on an increasingly informal tone with columns--such as the raunchy Savage Love.