CHAPTER I.

_INTRODUCTORY--NEWSPAPERS AND NEWSPAPER ADVERTISING._ It must be patent to every one who takes the least interest in the subject, that the study of so important a branch of our present system of commerce as advertising, with its rise and growth, cannot fail to be full of interest. Indeed it is highly suggestive of amusement, as a reference to any of our old newspapers, full as they are of quaint announcements, untrammelled by the squeamishness of the present age, will show. Advertising has, of course, within the last fifty years, developed entirely new courses, and has become an institution differing much from the arrangement in which, so far as our references show, it first appeared in this country; its growth has been attended by an almost entire revulsion of mode, and where we now get long or short announcements by the hundred, dictated by a spirit of business, our fathers received statements couched in a style of pure romance, which fully compensated for their comparatively meagre proportions. Of course, even in the present day, and in the most pure-minded papers, ignorance, intolerance, and cupidity exhibit themselves frequently, often to the amusement, but still more often to the annoyance and disgust, of thinkers; but in the good old days, when a spade was a spade, and when people did not seek to gloss over their weaknesses and frivolities, as they do now, by a pretence of virtue and coldness, which, after all, imposes only on the weak and credulous, advertisements gave a real insight into the life of the people; and so, in the hope that our researches will tend to dispel some of the mists which still hang over the sayings and doings of folk who lived up to comparatively modern days, we present this work to the curious reader. It is generally assumed--though the assumption has no ground for existence beyond that so common amongst us, that nothing exists of which we are ignorant--that advertisements are of comparatively modern origin. This idea has probably been fostered in the public mind by the fact that so little trouble has ever been taken by encyclopædists to discover anything about them; and as time begets difficulties in research, we are almost driven to regard the first advertisement with which we are acquainted as the actual inaugurator of a system which now has hardly any bounds. That this is wrong will be shown most conclusively, and even so far evidence is given by the statement, made by Smith and others, that advertisements were published in Greece and Rome in reference to the gladiatorial exhibitions, so important a feature of the ancient days of those once great countries. That these advertisements took the form of what is now generally known as “billing,” seems most probable, and Rome must have often looked like a modern country town when the advent of a circus or other travelling company is first made known. The first newspaper supposed to have been published in England appeared in the reign of Queen Elizabeth during the Spanish Armada panic. This journal was called the _English Mercurie_, and was by authority “imprinted at London by Christopher Barker, Her Highnesses printer, 1583.” This paper was said to be started for the prevention of the fulmination of false reports, but it was more like a succession of extraordinary gazettes, and had by no means the appearance of a regular journal, as we understand the term. It was promoted by Burleigh, and used by him to soothe, inform, or exasperate the people as occasion required.[1] Periodicals and papers really first came into general use during the civil wars in the reign of Charles I., and in the time of the Commonwealth; in fact, each party had its organs, to disseminate sentiments of loyalty, or to foster a spirit of resistance against the inroads of power.[2] The country was accordingly overflowed with tracts of every size and of various denominations, many of them displaying great courage, and being written with uncommon ability. _Mercury_ was the prevailing title, generally qualified with some epithet; and the quaintness peculiar to the age is curiously exemplified in the names of some of the news-books, as they were called: the _Dutch Spye_, the _Scots Dove_, the _Parliament Kite_, the _Screech Owle_, and the _Parliamentary Screech Owle_, being instances in point. The list of _Mercuries_ is almost too full for publication. There was _Mercurius Acheronticus_, which brought tidings weekly from the infernal regions; there was _Mercurius Democritus_, whose information was supposed to be derived from the moon; and among other _Mercuries_ there was the _Mercurius Mastix_, whose mission was to criticise all its namesakes. It was not, however, until the reign of Queen Anne that a daily paper existed in London--this was the _Daily Courant_, which occupied the field alone for a long period, but which ultimately found two rivals in the _Daily Post_ and the _Daily Journal_, the three being simultaneously published in 1724. This state of things continued with very little change during the reign of George I., but publications of every kind increased abundantly during the reign of his successor. The number of newspapers annually sold in England, according to an average of three years ending with 1753, was 7,411,757; in 1760 it amounted to 9,464,790; in 1767 it rose to 11,300,980; in 1790 it was as high as 14,035,636; and in 1792 it amounted to 15,005,760. All this time advertising was a growing art, and advertisements were beginning to make themselves manifest as the main support and chief source of profit of newspapers, as well as the most natural channel of communication between the buyers and sellers, the needing and supplying members of a vast community. [Illustration: ^Numb. 49^ ^Domestick Intelligence,^ Or, News both from CITY and COUNTRY. ^Published to prevent false Reports.^ ^Tuesday^, _Decemb. 23. 1679_. _London_ Decemb. 22. LAst Friday being the nineteenth of this Instant _December_, the Justices of the Peace of _Middlesex_ and _Westminster_ attended His Majesty in Council, to receive Power and Instructions for the removal of all Papists from the Cities of _London_ and _Westminster_, in pursuance of His Majesties late Proclamation to that Purpose, and being called in, there were Orders given them, to make strict search for all _Papists_ that are His Majesties Subjects, or any other _Popish_ Recusants who have not the Priviledge of continuing here, (in _Sommerset_ House in the Absence of the Queen, as also in His Majesties Palace at St. _Jame’s_,) and that the said Justices of the Peace, shall seize and Imprison all that be found Transgressors of the Law, and Condemners of His Majesties Authority. His Majesty hath also sent Orders into the Countrey to the several Knights of the Shire, to take an Exact List of the Names of all the Papists of any repute in their Respective Counties, and to return the said List to the Secretary of State, to be communicated to the Council, and that thereupon such Effectual proceedings would be used against them as the utmost Severity and Rigour of the Law will allow, and the said Lists being accordingly returned to the Lords of the Committee appointed to consider of the most Effectual means for putting the Laws in Execution against Papists, and for the suppression of Popery (mentioned in our last) the Lord Chancellor has order to prepare Commissions (in which the said Lists are to be Inserted) which do Impower and require the Justices of Peace of the several Counties in _England_ and _Wales_, to tender the Oaths of Allegiance and Supremacy to all Persons mentioned therein, and in case of their Denial to take the same, to proceed against them according to Law, in order to their speedy Conviction; with the said Commissions are also to be sent special Instructions for the better direction of the said Justices therein, and also Letters from the Council Board, to require and Encourage them diligently to Execute the said Commissions, and to send up an Account of their proceedings, as likewise the Names of all other Papists and Suspected Papists as are not in the said Commissions, And that no Papist shall be allowed a License or Dispensation to stay in Town; Further that a List be taken of all House-keepers, and especially such as entertain Lodgers within the Bills of Morality, and of all Midwives, Apothecaries and Physicians that are Papists or suspected to be such, and to return the List to the Council: And that no Papist may Harbour in any of His Majesties Palaces, a Commission is ordered for the Green-cloth to offer the Oaths of Allegiance, Supremacy and the Test to all Papists and Suspected Papists as shall be found in _Whitehall_, and the Precinct thereof, who upon refusal are to be proceeded against according to Law, And the Messengers and Knight-Marshals men are ordered to seize and bring them before the said Officers, and a Reward of Ten pound is to be paid to those who shall discover any Papist or suspected Papist in any of His Majesties Houses, and the Officer that harbours them shall be turned out of his Place, and Imployment. And the Officers of the Parishes, where Ambassadors and Forreign Ministers reside shall have Lists brought them of their Menial Servants, and if any others shall presume to resort to their _Popish_ Chappels they shall be seized and prosecuted. It hath been given out that _Francis Smith_ the Bookseller, was upon the seventeenth of this Instant _December_, by order of the Council Board, Committed to _Newgate_ for Printing the Association, and Seditious Queries upon it, and Promoting _Tumultuous Petitions_, but our last gave you a _True_ Account of his Committment as expelled in the Warrant, and that he had brought his _Habeas Corpus_ upon the late Act of Parliament, and we can now assure you that upon Friday the Nineteenth Instant he was thereupon restored to his Liberty. This day, _December 22._ was the Election (according to the Custom of the City of _London_) of the Common-Council-men for the year ensuing, and all good Protestants are abundantly satisfied, that those who are chosen are such as will stedfastly adhere to the _Protestant_ Interest, and will upon all occasions assert their own, and the Rights of this City. The _Gazette_ having told you, That the Lord Mayor and Aldermen of _London_, were directed by the Lord Chancellor, by His Majesties Command, not to suffer such persons as should sign tumultous Petitions to go unpunished, but that they should proceed against them, or cause them to be brought before the Council Board to be punished as they deserve, according to a Judgment of all the Judges of _England 2 Jacobi_, we suppose it may gratifie our Readers curiosity, (and prevent this danger too) to see what the Law Books say therein. Judge _Crook_ in his _Reports, folio 37._ saith, That by command from the King, all the Justices of _England_, and divers of the Nobility, with the Archbishop of _Canterbury_, and Bishop of _London_, were Assembled in the _Star-chamber_, when the Lord Chancellor demanded of the Judges, whether it were _an Offence_ punishable, and what punishment they deserve, who framed _Petitions_, and Collected a multitude of hands thereto, to present to the King in a publick cause, as the _Puritans_ had done, (_which was as it seems for Alteration of the Law_ (with an intimation to the King, that if he denied their Suit, many _Thousands_ of his Subjects would be _discontented_;) whereto all the Justices answered, “That it was an Offence fineable at _Discretion_, and very near Treason and _Fellony_, in the punishment, for they tended to the Raising of Sedition, Rebellion, and Discontent among the People,” To which Resolution all the Lords agreed, and then many of the Lords declared that some of the _Puritans_ had raised a false Rumor of the King, how he intended to to grant a Toleration to _Papists_, which offence the Justices conceived to be highly fineable by the Rules of the Common Law, either in the Kings Bench, _or by the King and his Council_, or now since the Statute of the 3. _Henry_ 7. in the _Star-chamber_, The Lords severally, declared how the King was discontented with the said false Rumor, and had made but the day before a Protestation unto them, _That he never Intended it, and that he would spend the last Drop of Blood in his body before he would do it, and prayed that before any of his issue should maintain any other Religion then what he truly professed and maintained, that God would take them out of the world_. There were Eleven Persons Condemned to dye the last Sessions in the _Old Baily_, six Men and five Women, but one man and three women received a Gracious Reprieve from His Majesty, the other seven suffered at _Tyburn_ upon _Friday_ last the Nineteenth Instant, whose Names and Crimes follow, _John Parker_ by Trade a Watchmaker, for Clipping and Coining, having been formerly Convicted of the like at _Salisbury_; _Benjamin Penry_, a lusty stout man, convicted of being a Notorious Highway-man, and Companion with _French_ Executed last Sessions; _John Dell_, who with _Richard Dean_, his Servant were heretofore Tryed, for the Murder of _Dells_ wives Brother, and now of his wife, which seemed rather to want Proof then Truth, they were both Condemned for stealing a Mare, and Executed for the same; This _Dean_ set fire of the Room wherein he lay at two Places the Night before he was Executed; _William Atkins_ for Fellony, being an old Trader in that way; The two women, _Susan White_, and _Deborah Rogers_ were both old Offenders. The Right Honourable the Earl of _Shaftesbury_ hath been lately ill, but is pretty well recovered to the Joy of all Good _Protestants_. From _Holland_ they write, That there are some hopes of a League Offensive and Defensive between His Majesty and the _States General_ of the _United Provinces_, but on the contrary many fear that a League will be concluded between the said _States_, and the _French_ King. The Report of the Death of the Dutchess of _Cleaveland_ is altogether false and groundless, she having not been indisposed of late. Mr. _Benjamin Claypool_ attended the Council again upon Fryday last, and was discharged from the custody of the Messenger being told that his word should be taken for his Appearance when he should be summoned. Mr. _Mason_ Attended the Council about writing News Letters, and entred into Recognizance to appear after the Holidays, upon which he was discharged from the custody of the Messenger. Captain _Sharp_ attended upon summons for erecting some buildings upon _Tower-hill_, and was ordered to produce all his Deeds and Records to the Attorney General, who is to Inspect them and make a Report thereof to the Council Board. For the readier dispatch of Affairs, there are three Committees sit this day _December_, the 22th. at _Whitehall_, one about _Jamaica_, Another concerning Trade and the Forreign Plantations, and a Third about _Tangier_, to which place we hear there is order for sending more Forces and Provisions, for the reinforcing that Garrison, and preventing any danger that may arise from the _Moors_. We hear further from thence that there are several persons who were formerly _Roman_ Catholicks, and amongst the rest Captain St. _Johns_, _Captain Talbut_, and one Mr. _White_ since made a Captain, with divers _others_ who have freely and voluntarily renounced the said Religion, and are become _Protestants_, having received the Sacrament according to the usage of the Church of _England_, the chief motive of their conversion proceeding from their conviction of the Horrid Principles and the bloody Trayterous; and damnable practises of the _Popish_ Faction, and especially since the discovery of the Hellish _Popish_ Plot against His Majesties Person, the Protestant Religion, and for enslaving the Kingdom. There is a Report that three Suns were lately seen about _Richmond_ in _Surrey_, by divers credible persons, of which different observations are made according to the fancy of the People. This day, Decemb. 22. Captain _William Bedlow_ one of the Kings Evidence, who has been so instrumental in discovering the _Hellish Popish_ Plot, and thereby (under God) for preserving his Majesties Person and the whole Nation, was married to a Lady of a very considerable Fortune. There being Intimation given, that _Mrs._ Celier the _Popish_ Midwife now a Prisoner in _Newgate_, would make some Discovery of the Plot, and the Counter Plot; _She_ was brought before the Councill last week, but would confess nothing; whereupon Justice _Warcup_ produced some information against her taken before him; Upon which she acknowledged the greatest part of what was charged against her, and thereby gave very strong Confirmation to the Truth of Mr. _Thomas Dangerfields_ Depositions, concerning that cursed Conspiracy managed by the Lady _Powis_, herself, and several others, for the destruction of many Hundreds of his Majesties Loyal _Protestant_ Subjects. It is reported, that a Quaker fell in love with a Lady of very great Quality, and hath extraordinarily petitioned to obtain her for his Wife. Upon the 17th. instant in the evening Mr. _Dryden_ the great Poet, was set upon in _Rose-street_ in _Covent Garden_, by three persons, who calling him rogue, and Son of a whore, knockt him down and dangerously wounded him, but upon his crying out murther, they made their escape; it is conceived that they had their pay beforehand, and designed not to rob him but to execute on him some _Feminine_, if not _Popish_ vengeance. Mr. _Stretch_ the _Custome-house_ Waiter, who seized the Papers in Colonel _Mansells_ lodgings, and was soon after suspended from his place, upon his humble _Petition_ to His Majesty, was yesterday restored. In pursuance of His Majesties most strict order for the removing all _Papists_ and Suspected _Papists_, from his Palace, the Dutchess of _Portsmouths_ Servants that are of the _Romish_ Church are discharged. It hath pleased His Majesty to take from His Grace the Duke of _Monmouth_, the Office of the Master of the Horse, that being the only place which remained to him; but we know not yet who shall succeed him, and the Earl of _Feversham_ is made Master of the Horse to the Queen. Advertisements. _THESE are to give Notice That the Right Honourable the Lord_ Maior, _and the Commissioners of Serveyors for the City of_ London, _and the Liberties thereof; have constituted and appointed_ Samuel Potts _and_ Robert Davies, _Citizens; to be the General Rakers of the said City and Liberties, and do keep their Office in Red Lyon Court, in_ Watling-street, _where any Person or Persons that are desirous to be Imployed under them, as Carters and Sweepers of the Streets, may repair from Eight a Clock in the morning, till Twelve a Clock at noon, and from two till six at night, where they may be entertained accordingly: And if any Gardners, Farmers or others will be furnisht with any Dung Soyl or Compost, may there agree for it at reasonable rates; and all Gentlemen having private Stables, and all Inholders and Masters of Livery Stables and all others, are desired to repair thither for the carrying away of their Dung and Soil from their respective Stables, and other places, according to an Act of Common Council for that purpose._ _THERE is newly published a Pack of Cards, containing an History of all the_ Popish _Plots that have been in_ England: _beginning with those in Queen_ Elizabeth _time, and ending with this last damnable plot against his Majesty_ Charles II: _Excellently engraved on Copper Plates, with very larg descriptions under each Card. The like not extant. Sold by_ Randal Taylor _near_ Stationers-hall, _and_ Benjamin Harris _at the_ Stationers Arms _under the_ Royal Exchange _in_ Cornhill. _THE Milleners Goods that was to be Sold at the Naked Boy near Strand Bridge, are Sold at Mr._ Vanden Anker _in_ Limestreet. _LOST on Sunday night the 11 Instant in the_ Meuse, _a pocket with a Watch in a single Studded Case, made by_ Richard Lyons; _also a Bunch of Keyes, and other things; whoever brings them to Mr._ Bently _in_ Covent-Garden, _or Mr._ Allen _at the_ Meuse _Gate shall have 20 s. Reward._ London, Printed for _Benjamin Harris_ at the _Stationers Armes_ in the _Piazza_ under the _Royal Exchange_ in _Cornhill_, 1679. ] The victories of Cromwell gave Scotland her first newspaper. This was called the _Mercurius Politicus_, and appeared at Leith in October 1653; but it was in November 1654 transferred to Edinburgh, where it was continued until the 11th April 1660, when it was rechristened, and appeared as the _Mercurius Publicus_. This paper was but a reprint, for the information of the English soldiers, of a London publication. But a newspaper of native manufacture, we are told by a contemporary writer, soon made its appearance under the title of _Mercurius Caledonius_. The first number of this was published at Edinburgh on the 31st December 1660, and comprised, as its title sets forth, “the affairs in agitation in Scotland, with a summary of foreign intelligence.” The publication, however, extended to no more than ten numbers, which, it is said by Chambers, “were very loyal, very illiterate, and very affected.” After the Revolution the custom was still to reprint in Scotland the papers published in London, an economic way of doing business, which savours much of the proverbial thrift peculiar to the Land o’ Cakes. In February 1699 the _Edinburgh Gazette_, the first original Scotch newspaper or periodical, was published by James Watson, author of a “History of Printing;” but he, after producing forty numbers, transferred it to a Mr John Reid, whose son continued to print the paper till even after the Union. In February 1705, Watson, who seems to have been what would now be called a promoter of newspapers, established the _Edinburgh Courant_, but relinquished it after the publication of fifty-five numbers, and in September 1706 commenced the _Scots Courant_, with which he remained connected until about 1718. To these papers were added in October 1708 the _Edinburgh Flying Post_; in August 1709 the _Scots Postman_, “printed by David Fearne for John Moncur;” and in March 1710 the _North Tatler_, “printed by John Reid for Samuel Colvil.” In 1715 the foundation was laid of the present splendid Glasgow press by the establishment of the _Courant_, but this did not in any way affect the publications in the then far more important town of Edinburgh. In March 1714 Robert Brown commenced the _Edinburgh Gazette_ or _Scots Postman_, which was published twice a week; and in December 1718 the Town Council gave an exclusive privilege to James M‘Ewen to publish three times a week the _Edinburgh Evening Courant_, upon condition, however, that before publication “the said James should give ane coppie of his print to the magistrates.” This journal is still published, and it is but fair to assume that the original stipulation is yet complied with. The _Caledonian Mercury_ followed the _Courant_ on the 28th of April 1720, and was, like its forerunner, a tri-weekly organ. In these, as well as in those we have mentioned, advertisements slowly but gradually and surely began to make their appearance, and, as the sequel proves, to show their value. It is stated by several writers that the earliest English provincial newspaper is believed to be the _Norwich Postman_, which was published in 1706 at the price of a penny, and which bore the quaint statement, that a halfpenny would not be refused. Newspaper proprietors, publishers, and editors were then evidently, so far as Norwich is concerned, less strong than they are now in their own conceit, and in their belief in the press as an organ of great power. This _Postman_ was followed in 1714 by the _Norwich Courant_ or _Weekly Packet_. York and Leeds followed in 1720, Manchester in 1730, and Oxford in 1740. It was not, however, until advertising became an important branch of commercial speculation that the provincial press began in any way to flourish. Now the journals published in our largest country towns command extensive circulations, and are regarded by many advertising agents, whose opinions are fairly worth taking, as being much more remunerative media than our best London papers. For certain purposes, and under certain circumstances, the same may be said of colonial newspapers, which have, of course, grown up with the colonies in which they are published; for it must be always borne in mind that the essence of advertising is to place your statement where it is most likely to be seen by those most interested in it, and so a newspaper with a very limited supply of readers indeed is often more valuable to the advertiser of peculiar wares or wants than one with “the largest circulation in the world,” if that circulation does not reach the class of readers most affected by those who pay for publicity. It would seem, however, that the largest class of advertisers, the general public, who employ no agents, and who consider a large sale everything that is necessary, ignore the argument of the true expert, and lose sight of the fact that, no matter how extensive a circulation may be, it is intrinsically useless unless flowing through the channel which is fairly likely to effect the purpose for which the advertisement is inserted. It is customary to see a sheet, detached from the paper with which it is issued, full of advertisements, which are, of course, unread by all but those who are professedly readers of public announcements, and who are also, of course, not only in a decided minority, but not at all the people to whom the notices are generally directed. The smallest modicum of thought will show how grievous is the error which leads to such a result, and how much better it is to regard actual circulation but as so much evidence as to the value of an advertisement only, and not as a whole, sole, and complete qualification. Not in any incautious way do those who are most qualified to judge of value for money act. Turn to any paper of repute, and it will be seen that the professional advertiser, the theatrical manager, the publisher, the auctioneer, and the others whom constant practice has made wary, lay out their money on quite a different principle from that of the casual advertiser. They have learned their lesson, and if they pay extra for position or insertion, they know that their outlay is remunerative; whereas, if it were not governed by caution and system, it would be simply ruinous. In fact, advertising is a most expensive luxury if not properly regulated, and a most valuable adjunct when coolness and calculation are brought to bear upon it as accessories. The heavy duties originally imposed upon newspapers, both on them and their advertisements, were at first a considerable check to the number of notices appearing in them. For, in the first place, the high price of the papers narrowed the limits of their application; and, in the second, the extra charge on the advertisements made them above the reach of almost all but those who were themselves possessed of means, or whose business it was to pander to the unholy and libidinous desires of the wealthy. This, we fancy, will be extensively proved by a reference to the following pages; for while it is our endeavour to keep from this book all really objectionable items, we are desirous that it shall place before the reader a true picture of the times in which the advertisements appeared; and we are not to be checked in our duty by any false delicacy, or turned from the true course by any squeamishness, which, unfortunately for us in these days, but encourages the vices it attempts to ignore. The stamp duty on newspapers was first imposed in 1713, and was one halfpenny for half a sheet or less, and one penny “if larger than half a sheet and not exceeding a whole sheet.” This duty was increased a halfpenny by an Act of Parliament, 30 Geo. II. c. 19; and by another Act, 16 Geo. III. c. 34, another halfpenny was added to the tax. This not being considered sufficient, a further addition of a halfpenny was made (29 Geo. III. c. 50), and in the thirty-seventh year of the same wise monarch’s reign (c. 90) three-halfpence more was all at once placed to the debit of newspaper readers, which brought the sum total of the duty up to fourpence. An Act of 6 & 7 Will. IV. c. 76 reduced this duty to one penny, with the proviso, however, that when the sheet contained 1550 superficial inches on either side, an extra halfpenny was to be paid, and when it contained 2295, an extra penny. An additional halfpenny was also charged on a supplement, which may be regarded, when the use of supplements in the present day is taken into consideration, as an indirect tax on advertisements. In 1855, by an Act 18 & 19 Vict. c. 27, this stamp duty was abolished, and immediately an immense number of newspapers started into existence, most of which, however, obtained but a most ephemeral being, and died away, leaving no sign. There are, however, a large number of good and useful papers still flourishing, which would never have been published but for the repeal of the newspaper stamp duty. To such repeal many rich men owe their prosperity, while to the same source may now be ascribed the poverty of numbers who were once affluent. At this time, of course, the old papers also reduced their rates, and from thence has grown a system of newspaper reading and advertising which twenty years ago could hardly have been imagined. Up to the repeal of the stamp duty few people bought newspapers for themselves, and many newsvendors’ chief duty was to lend the _Times_ out for a penny per hour, while a second or third day’s newspaper was considered quite a luxury by those whom business or habit compelled to stay at home, and therefore who were unable to glance over the news--generally while some impatient person was scowlingly waiting his turn--at the tavern bar or the coffee-house. Now almost every one buys a penny paper for himself, and with the increase in the circulation of newspapers has, in proportionate ratio, gone on the increase in the demand for advertisements. The supply has, as every one knows, been in no way short of the demand. The repeal of the paper duty in 1861 also affected newspapers much, though naturally in a smaller degree than the abolition of the compulsory stamp. Still the effect on both the papers and their advertisements--especially as concerns those journals which were enabled to still farther reduce their rates--was considerable, and deserves to be noted. In September 1870 the compulsory stamp, which had been retained for postal purposes, was abolished, and on the 1st of October papers were first sent by post with a halfpenny stamp affixed on the wrappers, and not on the journals themselves. But it was to the abolition of the impost upon advertisements that their present great demand and importance can be most directly traced. For many years a very heavy tax was charged upon every notice published in a paper and paid for, until 1833 no less than 3s. 6d. being chargeable upon each advertisement inserted, no matter what its length or subject-matter. People then, we should imagine--in fact, as application to the papers of that time proves--were not so fond of cutting a long advertisement into short and separate pieces as they are now, for every cut-off rule then meant a charge of 3s. 6d. In 1832, the last year of this charge, the produce of this branch of the revenue in Great Britain and Ireland amounted to £170,649. Fancy what the returns would be if 3s. 6d. were charged on every advertisement published throughout the United Kingdom for the year ending December 31, 1873! It seems almost too great a sum for calculation. There is no doubt, however, that many people would be very glad to do the figures for a very slight percentage on the returns, which would be fabulous, and which would, if properly calculated, amaze many of those _laudatores temporis acti_ who, without reason or provocation, are always deploring the decay of everything, and who would unhesitatingly affirm in their ignorance that even newspapers and newspaper advertisements have deteriorated in tone and quantity since the good old times, of which they prove they know nothing by their persistent praises. Certainly if they did say this, they would not be much more wrong than they are generally when lamenting over a period which, could it but return, they would be, as a rule, the very first to object to. Of the sum of £170,649 just referred to, about £127,986, or three-fourths of the whole, may be regarded as being drawn from newspapers, and the other fourth from periodical publications. In 1837, four years after the reduced charge of 1s. 6d. for each advertisement had become law, a table was compiled from the detailed returns of the first six months. As it will doubtless prove interesting to those who take an interest in the growth and increase of newspapers, as well as in those of advertisements, we append it:-- +--------------------------+-------+----------+-------+-------------+ | |No. of | No. of | No. of| Amount of | | |Papers.| Stamps. | Adver-|Advertisement| | | | | tise- | Duty. | | | | | ments.| | +--------------------------+-------+----------+-------+-------------+ |London Papers, | 93 |15,100,197|292,033|£21,902 9 6| |English Provincial Papers,| 217 | 7,290,452|317,474| 23,810 11 0| |Welsh Papers, | 10 | 190,955| 6,499| 487 6 6| |Edinburgh Papers, | 13 | 768,071| 20,579| 1,543 9 6| |Scotch Provincial Papers, | 46 | 1,121,658| 45,371| 3,402 16 8| |Dublin Papers, | 21 | 1,493,838| 45,848| 2,292 8 0| |Irish Provincial Papers, | 60 | 1,049,358| 41,284| 2,064 4 0| | +-------+----------+-------+-------------+ |Total in Great Britain } | | | | | | and Ireland, } | 460 |27,014,529|769,088|£55,503 5 2| +--------------------------+-------+----------+-------+-------------+ The reduction to which we have alluded was followed in 1853 by the total abolition of the advertisement duty, the effect of which can be best appreciated by a glance at the columns of any daily or weekly paper, class or general, which possesses a good circulation. The first paper published in Ireland was a sheet called _Warranted Tidings from Ireland_, and this appeared during the rebellion of 1641; but the first Irish newspaper worthy of the name was the _Dublin Newsletter_, commenced in 1685. _Pue’s Occurrences_, a Dublin daily paper, originated in 1700, was continued for half a century, and was followed in 1728 by another daily paper, _Faulkner’s Journal_, established by one George Faulkner, “a man celebrated for the goodness of his heart and the weakness of his head.” The oldest existing Dublin papers are _Saunders’s_ (originally _Esdaile’s_) _Newsletter_, begun in 1744, and the _Freeman’s Journal_, instituted under the title of the _Public Register_, by Dr Lucas in 1755. The _Limerick Chronicle_, the oldest Irish provincial newspaper, dates from 1768. Ireland has now nearly 150 newspapers, most of them celebrated for the energy of their language and the extreme fervour of their political opinions. Their Conservatism and Liberalism are nearly equally divided; about a score take independent views, and nearly fifty completely eschew politics. Irish newspapers flourish as vehicles for advertisement, and their tariffs are about on a par with those of our leading provincial journals. Colonial newspapers are plentiful and good, and the best of them filled with advertisements of a general character at fairly high rates. Those papers published in Melbourne are perhaps the best specimens of colonial journalism, and best among these are the _Argus_ and _Age_ (daily), and the _Australasian_ and _Leader_ (weekly). In fact, we have hardly a weekly paper in London that is fit to compare on all-round merits with the last-named, which is a complete representative of the best class of Australian life, and contains a great show of advertisements, which do much to enlighten the reader as to Antipodean manners and customs. American newspapers are of course plentiful, and their advertisements, as will be shown during the progress of this volume, are often of an almost unique character. Throughout the United States, newspapers start up like rockets, to fall like sticks; but now and then a success is made, and if once Fortune is secured by an adventurous speculator, she is rarely indeed allowed to escape. The system of work on American (U.S.) journals is very different from that pursued here, everything on such establishments as those of the _New York Herald_, the _Tribune_, and the _Times_, being sacrificed to news. This is more particularly the case with regard to the _Herald_, which has an immense circulation and great numbers of highly-priced advertisements, most of which are unfortunately regarded more in connection with the amount of money they produce to the proprietor than in reference to any effect, moral or otherwise, they may have on the community. It is the boast of American journalists that they have papers in obscure towns many hundreds of miles inland, any one of which contains in a single issue as much news--news in the strictest meaning of the word--as the London _Times_ does in six. And, singular as it may at first sight seem, there is a great element of truth about the statement, the telegraph being used in the States with a liberality which would drive an English proprietor to the depths of black despair. The Associated Telegraph Company seem to enjoy a monopoly, and to exercise almost unlimited powers; and not long ago they almost completely ruined a journal of standing in California by refusing to transmit intelligence to it because its editor and proprietor had taken exception to the acts of some members of the Associated Telegraph Company’s staff, and it was only on receipt of a most abject apology from the delinquents that the most autocratic power in the States decided to reinstate the paper on its list. This Telegraph Company charges very high rates, and the only visible means by which this system of journalism is successfully carried out is that of advertisements, which are comparatively more plentiful in these papers than in the English, and are charged for at considerably higher rates. Some of these newspapers, notably a small hebdomadal called the _San Francisco Newsletter_, go in for a deliberate system of blackmailing, and have no hesitation in acknowledging that their pages, not the advertisement portions, but their editorial columns, are to be bought for any purpose--for the promotion of blasphemy, obscenity, atheism, or any other “notion”--at a price which is regulated according to the editor’s opinion of the former’s value, or the amount of money he may have in his pocket at the time. This is a system of advertising little known, happily, in this “effete old country,” where we have not yet learned to sacrifice all that should be dear and honourable to humanity--openly, at all events--for a money consideration. It is almost impossible to tell the number of papers published throughout the United States of America, each individual State being hardly aware of the quantity it contains, or how many have been born and died within the current twelvemonths. The Americans are a truly great people, but they have not yet settled down into a regular system, so far, at all events, as newspapers and advertisements are concerned.[3] The first paper published in America is said to have been the _Boston Newsletter_, which made its appearance in 1704. The inhabitants of the United States have ever been wideawake to the advantages of advertising, but it would seem that the Empire City is not, as is generally supposed here, first in rank, so far as the speculative powers of its denizens go, if we are to believe the New Orleans correspondent of the _New York Tribune_, who says in one of his letters:--“The merchants of New Orleans are far more liberal in advertising than those of your city, and it is they alone which support most of our papers. One firm in this city, in the drug business, expends 20,000 dollars a year in job printing, and 30,000 dollars in advertising. A clothing firm has expended 50,000 dollars in advertising in six months. Both establishments are now enjoying the lion’s share of patronage, and are determined to continue such profits and investments. A corn doctor is advertising at over 10,000 dollars a month, and the proprietor of a ‘corner grocery’ on the outskirts of the city has found it advantageous to advertise to the extent of 7000 dollars during the past winter.” In London the _Times_ and _Telegraph_ absorb the lion’s share of the advertiser’s money. The former, the leading journal of the day, of independent politics and magnificent proportions, stands forth first, and, to use a sporting phrase, has no second, so far is it in front of all others as regards advertisements, as well as on other grounds. An average number of the _Times_ contains about 2500 advertisements, counting between every cut-off rule; and the receipts in the advertisement department are said to be about £1000 a day, or 8s. each. A number of the _Daily Telegraph_ in December 1873 contains 1444 advertisements (also counting between every cut-off rule), and these may fairly be calculated to produce £500 or thereabouts, the tariff being throughout little less than that of the _Times_; for what it lacks in power and influence the _Telegraph_ is supposed to make up in circulation. This is rather a change for the organ of Peterborough Court, which little more than eighteen years ago was started with good advertisements to the extent of _seven shillings and sixpence_. The _Telegraph_ proprietors do not, however, get all the profit out of the advertisements, for in its early and struggling days they were glad, naturally, to close with advertisement agents, who agreed to take so many columns a day at the then trade price, and who now have a vast deal the best of the bargain. To such lucky accidents, which occur often in the newspaper world, are due the happy positions of some men, who live upon the profits accruing from their columns, and ride in neat broughams, oblivious of the days when they went canvassing afoot, and have almost brought themselves to the belief that they are gentlemen, and always were such. This must be the only bitter drop in the cup of the otherwise happy possessors of the _Telegraph_, which is at once a mine of wealth to them, and an instrument by which they become quite a power in the state. They can, however, well afford the lucky advertisement-agents their profits, and, looking back, may rest satisfied that things are as they are. But there are many daily papers in London besides the _Times_ and _Telegraph_, and all these receive a plentiful share of advertisements. The _Standard_ has, within the past few years, developed its resources wonderfully, and may be now considered a good fair third in the race for wealth, and not by any means a distant third, so far as the _Telegraph_ is concerned. This paper has a most extensive circulation, being the only cheap Conservative organ in London, if we may except the _Hour_, and as it offers to advertisers a repetition of their notices in the _Evening Standard_, it is not surprising that, spacious as are its advertisement columns, it manages to fill them constantly, and at a rate which would have considerably astonished its old proprietors. The _Daily News_, which a few years back reduced its price to one penny, has, since the Franco-Prussian war, been picking up wonderfully, and with its increased health as a paper its outer columns have proportionally improved in appearance; many experienced advertisers have a great regard for the _News_, which they look upon as offering a good return for investments. The _Morning Advertiser_, as the organ of the licensed victuallers, is of course an invaluable medium of inter-communication among members of “the trade,” and in it are to be found advertisements of everything to be obtained in connection with the distillery, the brewery, and the tavern. Publicans who want potboys, and potboys who want employers, barmaids, barmen, and people in want of “snug” businesses, or with “good family trades” to dispose of, all consult the _’Tiser_, which is under the special supervision of a committee of licensed victuallers, who act as stewards, and annually hand over the profits to the Licensed Victuallers’ School. An important body is this committee, a body which feels that the eye of Europe is upon it, and which therefore takes copious notes of everything; is broad wideawake, and is not to be imposed on. But it is a kindly and beneficent body, as its purpose shows; and a little licence can well be afforded to a committee which gives its time and trouble, to say nothing of voting its money, in the interest of the widow and the fatherless. A few years back great fun used to be got out of the _’Tiser_, or the “Gin and Gospel Gazette,” as it was called, on account of its peculiar views on current questions; but all that is altered now, and since the advent of the present régime the _Advertiser_ has improved sufficiently to be regarded as a general paper, and therefore as a general advertising medium. The _Hour_ is a new journal, started in opposition to the _Standard_, and professing the same politics. It is hardly within our ken so far, and the same may be said of the _Morning Post_, which has its own exclusive _clientèle_. In referring to the foregoing journals, we have made no remarks beyond those to which we are guided by their own published statements, and we have intended nothing invidious in the order of selection. For obvious reasons we shall say nothing of the evening papers, beyond that all seem to fill their advertisement columns with ease, and to be excellent mediums of publicity. The weekly press and the provincial press can tell their own story without assistance. In the former the advertisements are fairly classed, according to the pretensions of the papers or the cause they adopt, while with the provincials it is the story of the London dailies told over again. Manchester and Liverpool possess magnificent journals, full of advertisements and of large circulation, and so do all other large towns in the country; but we doubt much if, out of London, Glasgow is to be beaten on the score of its papers or the energy of its advertisers. [1] This paper seems to have been an imposture, which, believed in at the time, has been comparatively recently detected. A writer in the _Quarterly Review_, June 1855, says, “The _English Mercurie_ of 1588 [Qy. 1583], which professes to have been published during those momentous days when the Spanish Armada was hovering and waiting to pounce upon our southern shores, contains amongst its items of news three or four book advertisements, and these would undoubtedly have been the first put forth in England, were that newspaper genuine. Mr Watts, of the British Museum, has, however, proved that the several numbers of this journal to be found in our national library are gross forgeries; and, indeed, the most inexperienced eye in such matters can easily see that neither their type, paper, spelling, nor composition are much more than one instead of upwards of two centuries and a half old.” Haydn also says, “Some copies of a publication are in existence called the _English Mercury_, professing to come out under the authority of Queen Elizabeth in 1588, the period of the Spanish Armada. The researches of Mr J. Watts, of the British Museum, have proved these to be forgeries, executed about 1766. The full title of No. 50 is ‘_The English Mercurie_, published by authoritie, for the prevention of false reports, imprinted by Christopher Barker, Her Highnesses printer, No. 50.’ It describes the Spanish Armada, giving ‘A journal of what passed since the 21st of this month, between Her Majestie’s fleet and that of Spayne, transmitted by the Lord Highe Admiral to the Lordes of Council.’” [2] The _Quarterly_ mentions a paper which appeared late in the reign of James I.: “The _Weekly News_, published in London in 1622, was the first publication which answered to this description; it contained, however, only a few scraps of foreign intelligence, and was quite destitute of advertisements.” And then, as if to prove what has been already stated by the _Encyclopædia Britannica_, the writer goes on to say, “The terrible contest of the succeeding reign was the hotbed which forced the press of this country into sudden life and extraordinary vigour.” [3] In 1830 America (U.S.), whose population was 23,500,000, supported 800 newspapers, 50 of these being daily; and the conjoined annual circulation was 64,000,000. Fifteen years later these figures were considerably increased--nearly doubled; but since the development of the Pacific States it has been almost impossible to tell the number of papers which have sprung into existence, every mining camp and every village being possessed of its organ, some of which have died, and some of which are still flourishing. A professed and apparently competent critic assures us that there are quite 3000 newspapers now in the States, and that at least a tithe of them are dailies.