It is our purpose to draw out, as a thread might be drawn from some woven
fabric, a continuous line of advertisements from the newspaper press of
this country, since its establishment to the present time; and, by so
doing, to show how distinctly, from its dye, the pattern of the age
through which it ran is represented. If we follow up to its source any
public institution, fashion, or amusement, which has flourished during a
long period of time, we can gain some idea of our national progress and
development; but it strikes us that in no manner can we so well obtain at
a rapid glance a view of the salient points of generations that have
passed, as by consulting those small voices that have cried from age to
age from the pages of the press, declaring the wants, the losses, the
amusements, and the money-making eagerness of the people.
As we read in the old musty files of papers those naïve announcements,
the very hum of bygone generations seems to rise to the ear. The chapman
exhibits his quaint wares; the mountebank capers again upon his stage; we
have the living portrait of the highwayman flying from justice; we see the
old china auctions thronged with ladies of quality with their attendant
negro boys, or those “by inch of candlelight” forming many a Schalken-like
picture of light and shade; or, later still, we have Hogarthian sketches
of the young bloods who swelled of old along the Pall-Mall. We trace the
moving panorama of men and manners up to our own less demonstrative but
more earnest times; and all these cabinet pictures are the very
daguerreotypes cast by the age which they exhibit, not done for effect,
but faithful reflections of those insignificant items of life and things,
too small, it would seem, for the generalizing eye of the historian,
however necessary to clothe and fill in the dry bones of his history.
The English Mercurie of 1588, 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, among 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.
Newspapers, in the strict sense of the word—that is, publications of news
appearing at stated intervals, and regularly paged on—did not make their
appearance until the latter end of the reign of James I. The Weekely
Newes, 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. The
terrible contest of the succeeding reign was the hotbed which forced the
press of this country into sudden life and extraordinary vigour. Those who
have wandered in the vaults of the British Museum and contemplated the
vast collection of political pamphlets and the countless Mercuries which
sprang full armed, on either side of the quarrel, from the strong and
earnest brains which wrought in that great political trouble, will not
hesitate to discover, amidst the hubbub of the Rebellion, the first throes
of the press of England as a political power. At such a time, when
Marchmort Needham fell foul with his types of Sir John Birkenhead and the
court party which he supported, with as heavy a hand and as dauntless a
will as Cromwell hurled his Ironsides at the Cavaliers at Naseby, it is
not likely that we should find the press the vehicle to make known the
goods of tradesmen, or to offer a reward for stolen horses. The
shopkeepers themselves, as well as the nobility, were too hard at it, to
avail themselves of this new mode of extending their trade: they had to
keep guard over the malignants, to cover the five members with the shield
of their arms, to overawe Whitehall, to march to the relief of
Gloucester,—objects quite sufficient to account for the fact that the
train-bands were not advertisers. After the king’s death, however, when
the Commonwealth had time to breathe, the people seem to have discovered
the use of the press as a means of making known their wants and of giving
publicity to their wares. The very first advertisement we have met with,
after an active search among the earliest newspapers, relates to a book
which is entitled—
Irenodia Gratulatoria, an Heroick Poem; being a congratulatory
panegyrick for my Lord General’s late return, summing up his successes
in an exquisite manner.
To be sold by John Holden, in the New Exchange, London. Printed by
Tho. Newcourt, 1652.
This appeared in the January number of the Parliamentary paper Mercurius
Politicus. It is evidently a piece of flattery to Cromwell upon his
victories in Ireland, and might have been inserted at the instigation of
the great Commonwealth leader himself. Booksellers appear to have been the
first to take advantage of this new medium of publicity, and for the
obvious reason that their goods were calculated for the readers of the
public journals, who at that time must have consisted almost exclusively
of the higher orders. From this date to the Restoration the quaintest
titles of works on the political and religious views, such as were then in
the ascendant, are to be found in the Mercurius Politicus: thus, we have
“Gospel Marrow;” “A few Sighs from Hell, or the Groans of a Damned Soul;”
“Michael opposing the Dragon, or a Fiery Dart struck through the Kingdom
of the Serpent.” And in the number for September, 1659, we find an
advertisement which seems to bring us face to face with one of the
brightest names in the roll of English poets:—
Considerations touching the likeliest means to remove Hirelings out of
the Church; wherein is also discours’d of Tithes, Church Fees, Church
Revenues, and whether any maintenance of Ministers can be settled by
Law. The author, J. M. Sold by Livewell Chapman, at the Crown in
Pope’s Head Alley.
In juxtaposition to these illustrious initials we find another
advertisement, which is the representative of a class that prevailed most
extensively at this early time—the Hue and Cry after runaway servants and
lost or stolen horses and dogs. Every generation is apt to praise, like
Orlando, “the antique service of the old world;” but a little excursion
into the regions of the past shows us how persistent this cry has been in
all ages. Employers who are in the habit of eulogising servants of the
“old school,” would be exceedingly astonished to find that two hundred
years ago they were a very bad lot indeed, as far as we can judge from the
advertisements of rewards for the seizure of delinquents of their class.
Here is a full-length portrait of apparently a runaway apprentice, as
drawn in the Mercurius Politicus of July 1st, 1658:—
If any one can give notice of one Edward Perry, being about the age
of eighteen or nineteen years, of low stature, black hair, full of
pockholes in his face; he weareth a new gray suit trimmed with green
and other ribbons, a light Cinnamon-colored cloak, and black hat, who
run away lately from his Master; they are desired to bring or send
word to Tho. Firby, Stationer, at Gray’s Inne gate, who will
thankfully reward them.
It will be observed that the dashing appearance of this runaway
apprentice, habited in his gray suit trimmed with green ribbons, and
furbished off so spicily with his cinnamon-coloured cloak, is rather
marred by the description of his face as “full of pockholes.” Unless the
reader has scanned the long list of villanous portraits exhibited by the
Hue and Cry in the old papers of the last portion of the seventeenth and
first portion of the eighteenth centuries, he can form but a faint
conception of the ravages committed by the small-pox upon the population.
Every man seemed more or less to have been speckled with “pockholes,” and
the race must have presented one moving mass of pits and scars. Here, for
instance, is a companion picture to hang with that of Edward Perry,
copied from the Mercurius Politicus of May 31st, 1660:—
A Black-haired Maid, of a middle stature, thick set, with big breasts,
having her face full marked with the smallpox, calling herself by the
name of Nan or Agnes Hobson, did, upon Monday the 28 of May,
about six o’Clock in the morning, steal away from her Ladies house in
the Pal-mall a mingle-coloured wrought Tabby Gown of Deer colour and
white; a black striped Sattin Gown with four broad bone-black silk
Laces, and a plain black-watered French Tabby Gown; Also, one
Scarlet-coloured and one other Pink-coloured Sarcenet Peticoat, and a
white watered Tabby Wastcoat, plain; Several Sarcenet, Mode, and thin
black Hoods and Scarfs, several fine Holland Shirts, a laced pair of
Cuffs and Dressing; one pair of Pink-coloured Worsted Stockings, a
Silver Spoon, a Leather bag, &c. She went away in greyish Cloth
Wastcoat turned, and a Pink-coloured Paragon upper Peticoat, with a
green Tammy under one. If any shall give notice of this person, or
things, at one Hopkins, a Shoomaker’s, next door to the Vine Tavern,
near the Pal-mall end, near Charing Cross, or at Mr. Ostler’s, at
the Bull Head in Cornhill, near the Old Exchange, they shall be
rewarded for their pains.
Scarcely a week passes without such runaways being advertised, together
with a list of the quaint articles of which their booty consisted. At the
risk of wearying the reader with these descriptions of the “old-fashioned”
sort of servants, we give another advertisement from the Mercurius
Politicus of July 1st 1658:—
One Eleanor Parker (by birth Haddock), of a Tawny reddish
complexion, a pretty long nose, tall of stature, servant to Mr.
Frederic Howpert, Kentish Town, upon Saturday last the 26th of
June, ran away and stole two Silver Spoons; a sweet Tent-work Bag,
with gold and silver Lace about it, and lined with Satin; a Bugle
work-Cushion, very curiously wrought in all manners of slips and
flowers; a Shell cup, with a Lyon’s face, and a Ring of silver in its
mouth; besides many other things of considerable value, which she took
out of her Mistresses Cabinet, which she broke open; as also some
Cloaths and Linen of all sorts, to the value of Ten pounds and
upwards. If any one do meet with her and please to secure her, and
give notice to the said Frederic Howpert, or else to Mr. Malpass,
Leather-seller, at the Green Dragon, at the upper end of Lawrence
Lane, he shall be thankfully rewarded for his pains.
An advertisement which appears in the same paper, of the date of August
11th, 1659, gives us the first notice we have yet found of the service of
negro boys in this country. From this period, however, as we shall
presently show, England, at least the fashionable part of it, seems to
have swarmed with young blackamoors in a greater degree than we should
have imagined even from the familiar notice made of them in the pages of
the “Tatler” and “Spectator.” These early negroes must have been imported
from the Portuguese territories, as we did not deal in the article
ourselves till the year 1680. The amusing point of the following
advertisement, however, is the assurance it gives us that the Puritans
“polled” their negroes as well as themselves.
A Negro-boy, about nine years of age, in a gray Searge suit, his hair
cut close to his head, was lost on Tuesday last, August 9, at night,
in S. Nicholas Lane, London. If any one can give notice of him to
Mr. Tho. Barker, at the Sugarloaf in that Lane, they shall be well
rewarded for their pains.
About this time we find repeatedly advertised the loss of horses. It is
observable that during the “troubles” such things as highwaymen were
unknown. The bold, unruly characters, who at a later date took to the
road, were then either enlisted under the banners of the state or had gone
over the sea to Charlie. The great extent to which horse-stealing
prevailed during the Commonwealth period, and, indeed, for the next
half-century, might possibly be ascribed to the value of those animals
consequent upon the scarcity produced by the casualties of the
battle-field. We cannot account, however, for one fact connected with the
horse-stealing of the Commonwealth period, namely, that when at grass they
were often kept saddled. The following advertisement, which is an
illustration of this singular custom, is very far from being an uncommon
one:—
A Small Black NAG, some ten or eleven years old, no white at all,
bob-Tailed, wel forehanded, somewhat thin behind, thick Heels, and
goeth crickling and lamish behind at his first going out; the hair is
beat off upon his far Hip as broad as a twelvepence; he hath a black
leather Saddle trimmed with blew, and covered with a black
Calves-skin, its a little torn upon the Pummel; two new Girths of
white and green thread, and black Bridle, the Rein whereof is sowed on
the off side, and a knot to draw it on the near side, Stoln out of a
field at Chelmsford, 21 February instant, from Mr. Henry Bullen.
Whosoever can bring tidings to the said Mr. Bullen at Bromfield,
or to Mr. Newman at the Grocer’s Arms in Cornhil, shall have
20s. for his pains.—Mercurius Politicus, February 24, 1659.
It could scarcely have been, in this particular case at least, that the
exigencies of the time required such precautions, as the only rising that
took place this year occurred six months afterwards in the county of
Chester. The furniture of the nag, it must be confessed, seems remarkably
adapted for service, and might, from its colour, have belonged to a
veritable Ironside trooper. Another reason, perhaps, of the great value of
horses at this period, was the establishment of public conveyances, by
which means travellers as well as letters were conveyed from one part of
the kingdom to the other. Prior to the year 1636 there was no such thing
as a postal service for the use of the people in this country. The court
had, it is true, an establishment for the forwarding of despatches, but
its efficacy may be judged of from a letter written by one Bryan Tuke,
“master of the postes” in Henry VIII.’s time, to Cromwell, who had
evidently been sharply reproving him for remissness in forwarding the
king’s papers:—
“The Kinges Grace hath no mor ordinary postes, ne of many days hathe
had, but betweene London and Calais.... For, sir, ye knowe well that,
except the hackney-horses betweene Gravesende and Dovour, there is no
suche usual conveyance in post for men in this realme as in the
accustomed places of France and other partes; ne men can keepe horses
in redynes withoute som way to bere the charges; but when placardes be
sent for suche cause (to order the immediate forwarding of some state
packet) the constables many tymes be fayne to take horses oute of
ploues and cartes, wherein can be no extreme diligence.”
This was in the year 1533. Elizabeth, however, established horse-posts on
all the great routes for the transmission of the letters of the court; and
this, in 1633, was developed into a public post, which went night and day
at the rate of seven miles an hour in summer and five miles in winter—not
such bad travelling for those days. Still there was no means of forwarding
passengers until the time of Cromwell, when we find stagecoaches
established on all the great roads throughout the kingdom. We do not know
that we have ever seen quoted so early a notice of public stage
conveyances. We have evidently not given our ancestors so much credit as
they deserved. The following advertisement shows the time taken and the
fares of a considerable number of these journeys:—
From the 26 day of April 1658 there will continue to go Stage Coaches
from the George Inn, without Aldersgate, London, unto the several
Cities and Towns, for the Rates and at the times, hereafter mentioned
and declared.
Every Monday, Wednesday, and Friday.
To Salisbury in two days for xxs. To Blandford and Dorchester
in two days and half for xxxs. To Burput in three days for xxxs.
To Exmaster, Hunnington, and Exeter in four days for xls.
To Stamford in two days for xxs. To Newark in two days and a
half for xxvs. To Bawtrey in three days for xxxs. To Doncaster
and Ferribridge for xxxvs. To York in four days for xls.
Mondays and Wednesdays to Ockinton and Plymouth for ls.
Every Monday to Helperby and Northallerton for xlvs. To
Darneton and Ferryhil for ls. To Durham for lvs. To
Newcastle for iiil.
Once every fortnight to Edinburgh for ivl. a peece—Mondays.
Every Friday to Wakefield in four days, xls.
All persons who desire to travel unto the Cities, Towns, and Roads
herein hereafter mentioned and expressed, namely—to Coventry,
Litchfield, Stone, Namptwich, Chester, Warrington, Wiggan,
Chorley, Preston, Gastang, Lancaster, and Kendal; and also
to Stamford, Grantham, Newark, Tuxford, Bawtrey,
Doncaster, Ferriebridge, York, Helperly, Northallerton,
Darneton, Ferryhill, Durham, and Newcastle, Wakefield,
Leeds, and Halifax; and also to Salisbury, Blandford,
Dorchester, Burput, Exmaster, Hunnington, and Exeter,
Ockinton, Plimouth, and Cornwal; let them repair to the George
Inn at Holborn Bridge, London, and thence they shall be in good
Coaches with good Horses, upon every Monday, Wednesday, and
Fridays, at and for reasonable Rates.—Mercurius Politicus, April
1, 1658.
Other announcements about the same time prove that the Great Western road
was equally provided, as well as the Dover route to the continent. It is
not a little singular, however, that regularly-appointed coaches, starting
at stated intervals, should have preceded what might be considered the
simpler arrangement of the horse service. That the development of the
postal system into a means of forwarding single travellers did not take
place until some time afterwards, would appear from the following:—
The Postmasters on Chester Road, petitioning, have received Order,
and do accordingly publish the following advertisement:—
All Gentlemen, Merchants, and others, who have occasion to travel
between London and Westchester, Manchester, and Warrington, or
any other Town upon that Road, for the accommodation of Trade,
dispatch of Business, and ease of Purse, upon every Monday, Wednesday,
and Friday Morning, betwixt Six and ten of the Clock, at the House of
Mr. Christopher Charteris, at the sign of the Hart’s-Horn, in
West-Smithfield, and Post-Master there, and at the Post-Master of
Chester, at the Post-Master of Manchester, and at the Post-Master
of Warrington, may have a good and able single Horse, or more,
furnished at Threepence the Mile, without the charge of a Guide; and
so likewise at the House of Mr. Thomas Challenor, Post-Master at
Stone in Staffordshire, upon every Tuesday, Thursday, and
Saturdays Morning, to go for London. And so likewise at the several
Post-Masters upon the Road, who will have all such set days so many
Horses with Furniture in readiness to furnish the Riders without any
stay to carry them to or from any the places aforesaid, in Four days,
as well to London as from thence, and to places nearer in less time,
according as their occasions shall require, they ingaging at the first
Stage where they take Horse, for the safe delivery of the same to the
next immediate Stage, and not to ride that Horse any further without
consent of the Post-Master by whom he rides, and so from Stage to
Stage to their Journeys end. All those who intend to ride this way
are desired to give a little notice beforehand, if conveniently they
can, to the several Post-masters where they first take horse, whereby
they may be furnished with so many Horses as the Riders shall require
with expedition. This undertaking began the 28 of June 1658 at all
the Places abovesaid, and so continues by the several Post-Masters.
The intimation that these horses might be had without the “charge of a
guide” gives us an insight into the bad condition of the roads up to that
period. We can scarcely imagine, in these days, the necessity for a guide
to direct us along the great highways of England, and can with difficulty
realize to ourselves the fact that as late as the middle of the
seventeenth century the interior of the country was little better than a
wilderness, as we may indeed gather from Pepy’s journey from London to
Bristol and back, in which the item “guides” formed no inconsiderable
portion of his expenses.
In turning over the musty little quarto newspapers which mirror with such
vividness the characteristic lineaments of the Commonwealth period, not
yet left behind us, we chanced upon an advertisement which tells perhaps
more than any other of the dangerous complexion of those times. It is an
advertisement for some runaway young “sawbones,” whose love of desperate
adventure appears to have led him to prefer the tossing of a pike to
pounding with a pestle:—
George Weale, a Cornish youth, about 18 or 19 years of age, serving
as an Apprentice at Kingston with one Mr. Weale, an Apothecary,
and his Uncle, about the time of the rising of the Counties Kent and
Surrey, went secretly from his said Uncle, and is conceived to have
engaged in the same, and to be either dead, or slain in some of those
fights, having never since been heard of, either by his said Uncle, or
any of his Friends. If any person can give notice of the certainty of
the death of the said George Weale, let him repair to the said Mr.
Graunt his House in Drum-alley in Drury Lane, London; he shall
have twenty shillings for his pains.—Mercurius Politicus, Dec. 8,
1659.
Here at least we have probably preserved the name of one of the fameless
men who were “slain in some of those fights,” a phrase which in these days
opens to us a chapter in romance.
With the exception of book advertisements and quack medicines, we have not
up to this date met with a single instance of a tradesman turning the
newspaper to account in making known his goods to the public. The very
first announcement of this nature, independently of its being in itself a
curiosity, possesses a very strong interest, from the fact that it marks
the introduction of an article of food which perhaps more than all others
has served to wean the nation from one of its besetting sins of
old—drunkenness. Common report, Mr. Disraeli informs us, attributes the
introduction of “the cup which cheers but not inebriates,” to Lord
Arlington and Lord Ossory, who are said to have brought over a small
quantity from Holland in 1666. The author of the “Curiosities of
Literature” does not think this statement satisfactory, and tells us that
he has heard of Oliver Cromwell’s teapot being in the possession of a
collector. We never knew before of these teetotal habits of the Protector,
but we can so far back the story as to find chronologically correct bohea
to put into his pot; for though it is true that the date of the following
advertisement is three weeks after the death of his highness, it refers to
the article as a known and, by physicians, an approved drink, and
therefore must have been some time previously on sale:—
That Excellent and by all Physitians approved China Drink called by
the Chineans Tcha, by other Nations Tay alias Tee, is sold at the
Sultaness Head Cophee-House, in Sweetings Rents, by the Royal
Exchange, London.—Mercurius Politicus, September 30, 1658.
This is undoubtedly the earliest authentic announcement yet made known of
the public sale in England of this now famous beverage. The mention of a
“Cophee-house” proves that the sister stimulant was even then making way
in the country.[1] It took, however, a couple of centuries to convert
them, in the extended sense of the term, into national drinks; but, like
many other good things, it came too early. Tea may have sufficed for
fanatics, Anabaptists, Quakers, Independents, and self-denying sectaries
of all kinds; and for all we know, its early introduction, had the
Commonwealth lasted, might have accelerated the temperance movement a
century at least; but the wheel of fortune was about to turn once
more—mighty ale had to be broached, and many deep healths to be drunk by
those who had “come to their own again;” and tea, for full half a century,
was washed away by brown October and the French wines that came in with
the Merry Monarch.
We have now brought the reader upon the very borders of the period when
Charles, with his hungry followers, landed in triumph at Dover. The
advertisements which appeared during the time that Monk was temporizing
and sounding his way to the Restoration, form a capital barometer of the
state of feeling among political men at that critical juncture. We see no
more of the old Fifth-Monarchy spirit abroad. Ministers of the
steeple-houses evidently note the storm coming, and cease their
long-winded warnings to a backsliding generation. Every one is either
panting to take advantage of the first sunshine of royal favour, or to
deprecate its wrath, the coming shadow of which is clearly seen. Meetings
are advertised of those persons who have purchased sequestered estates, in
order that they may address the King to secure them in possession;
parliamentary aldermen repudiate by the same means, charges in the papers
that their names are to be found in the list of those persons who “sat
upon the tryal of the late King;” the works of “late” bishops begin again
to air themselves in the Episcopal wind that is clearly setting in; and
“The Tears, Sighs, Complaints, and Prayers of the Church of England”
appear in the advertising columns in place of the sonorous titles of
sturdy old Baxter’s works. It is clear there is a great commotion at hand;
the leaves are rustling, and the dust is moving. In the very midst of it,
however, we find one name still faithful to the “old cause,” as the
Puritans call it: on the 8th of March, 1660—that is, while the sway of
Charles’s sceptre had already cast its shadow from Breda—we find the
following advertisement in the Mercurius Politicus:—
The ready and easie way to establish a free Commonwealth, and the
excellence thereof compared with the inconveniences and dangers of
readmitting Kingship in this Nation. The Author, J. M. Wherein, by
reason of the Printers haste, the Errata not coming in time, it is
desired that the following faults may be amended. Page 9, line 32, for
the Areopagus read of Areopagus. P. 10, l. 3, for full Senate,
true Senate; l. 4, for fits, is the whole Aristocracy; l. 7, for
Provincial States, States of every City. P. 17, l. 29, for cite,
citie; 1. 30, for left, felt. Sold by Livewel Chapman, at the
Crown, in Pope’s-head Alley.
The calmness of the blind bard in thus issuing corrections to his
hastily-printed pamphlet on behalf of a falling cause, excites our
admiration, and gives us an exalted idea of his moral courage. In two
months, as might have been expected, he was a proscribed fugitive,
sheltering his honoured head from the pursuit of Charles’s myrmidons in
some secret hiding-place in Westminster, whilst his works, by order of the
House, were being burned by the common hangman.
The lawyers were not slow in perceiving the way the wind was blowing, and
set their sails accordingly—if we may take the action of one Mr. Nicholas
Bacon, as shown in the following advertisement, as any index of the
feelings of his fellows:—
Whereas one Capt. Gouge, a witness examined against the late Kings
Majesty, in those Records stiled himself of the Honorable Society of
Grays Inne. These are to give notice that the said Gouge, being
long sought for, was providentially discovered in a disguise, seized
in that Society, and now in custody, being apprehended by the help of
some spectators that knew him, viewing of a Banner with his Majesties
arms, set up just at the same time of His Majesties landing, on an
high Tower in the same Society, by Nicholas Bacon, Esq., a Member
thereof, as a memorial of so great a deliverance, and testimony of his
constant loyalty to His Majesty, and that the said Gouge upon
examination confessed, That he was never admitted not so much as a
Clerk of that Society.—Mercurius Politicus, June 7, 1660.
Whilst all London was throwing up caps for the restored monarch, and
England seemed so glad that he himself wondered how he could have been
persuaded to stop away so long, let us catch the lost luggage of a poor
cavalier, who has just followed his royal master from his long banishment,
and turn out its contents for our reader, in order to show that even
ruined old courtiers carried more impedimenta than the famous “shirt,
towel, and piece of soap” of our renowned Napier. The Mercurius Publicus
is now our mine, in which we sink a shaft, and come up with this fossil
advertisement, which bears date July 5th, 1660:—
A Leathern Portmantle Lost at Sittingburn or Rochester, when his
Majesty came thither, wherein was a Suit of Camolet Holland, with two
little laces in a seam, eight pair of white Gloves, and a pair of Does
leather; about twenty yards of skie-colourd Ribbon twelvepenny broad,
and a whole piece of black Ribbon tenpenny broad, a cloath
lead-coloured cloak, with store of linnen; a pair of shooes, slippers,
a Montero, and other things; all which belong to a Gentleman (a near
servant to His Maiesty) who hath been too long Imprisoned and
Sequestered to be now robbed when all men hope to enjoy their own. If
any can give notice, they may leave word with Mr. Samuel Merne, His
Majesties Book-binder, at his house in Little Britain, and they shall
be thankfully rewarded.
The king had not been “in” a month ere his habits appear through the
public papers. The Mercurius Politicus is now turned courtier, and has
changed its name to the Mercurius Publicus. Its columns, indeed, are
entirely under the direction of the king, and, instead of slashing
articles against malignants, degenerates into a virulent oppressor of the
Puritans, and a vehicle for inquiries after his majesty’s favourite dogs
that have been stolen. In the number for June 28th, 1660, for instance, we
find the following advertisement:—
☞ A Smooth Black DOG, less than a Grey-hound, with white under
his breast, belonging to the Kings Majesty, was taken from Whitehall,
the eighteenth day of this instant June, or thereabouts. If any one
can give notice to John Ellis, one of his Majesties servants, or to
his Majesties Back-Stairs, shall be well rewarded for their labour.
It is evident that “the smooth black dog” was a very great favourite, for
the next publication of the journal contains another advertisement with
respect to him, printed in larger Italic type, the diction of which, from
its pleasant raillery, looks as though it had come from the king’s own
hand:—
☞ We must call upon you again for a Black Dog, between a
Grey-hound and a Spaniel, no white about him, onely a streak on his
Brest, and Tayl a little bobbed. It is His Majesties own Dog, and
doubtless was stoln, for the Dog was not born nor bred in England,
and would never forsake his Master. Whosoever findes him may acquaint
any at Whitehal, for the Dog was better known at Court than those who
stole him. Will they never leave robbing His Majesty? must he not keep
a Dog? This Dogs place (though better than some imagine) is the
only place which nobody offers to beg.
Pepys, about this time, describes the king with a train of spaniels and
other dogs at his heels, lounging along and feeding the ducks in St.
James’s Park; and on occasions still later he was often seen talking to
Nelly, as she leaned from her garden-wall that abutted upon the Pall-Mall,
whilst his canine favourites grouped around him. On these occasions
perhaps the representatives of those gentlemen to be seen in
Regent-street, with two bundles of animated wool beneath their arms, were
on the look-out, as we find his majesty continually advertising his lost
dogs. Later we find him inquiring after “a little brindled greyhound
bitch, having her two hinder feet white;” for a “white-haired spaniel,
smooth-coated, with large red or yellowish spots,” and for a “black
mastiff dog, with cropped ears and cut tail.” And when royalty had done,
his Highness Prince Rupert, or Buckingham, or “my Lord Albemarle,”
resorted to the London Gazette to make known their canine losses. We
think the change in the temper of the age is more clearly marked by these
dog advertisements than by anything else. The Puritans did not like
sporting animals of any kind, and we much question whether a dog would
have followed a fifth-monarchy-man. Hence the total absence of all
advertisements bearing upon the “fancy.” Now that the king had returned,
the old English love of field-sports spread with fourfold vigour. We
chance upon the traces too of a courtly amusement which had been handed
down from the middle ages, and was then only lingering amongst
us—hawking. Here is an inquiry after a lost lanner:—
Richard Finney, Esquire, of Alaxton, in Leicestershire, about a
fortnight since lost a Lanner from that place; she hath neither Bells
nor Varvels; she is a white Hawk, and her long feathers and sarcels
are both in the blood. If any one give tidings thereof to Mr. Lambert
at the golden Key in Fleet-street, they shall have forty shillings for
their pains.—Mercurius Publicus, September 6, 1660.
As London was the only place in which a newspaper was published during the
reign of Charles, and indeed for nearly fifty years afterwards, the hue
and cry after lost animals always came to town, as a matter of course. It
sounds strange to read these advertisements of a sport the very terms of
which are now unintelligible to us. What ages seem to have passed since
these birds, in all the glory of scarlet hoods, were carried upon some
“faire lady’s” wrist, or poised themselves, with fluttering wing, as the
falconer uncovered them to view their quarry! We have skipped a few years,
in order to afford one or two more examples of these picturesque
advertisements, so different from anything to be seen at the present
day:—
Lost on the 30 of October, 1665, an Intermix’d Barbary Tercel Gentle,
engraven in Varvels, Richard Windwood, of Ditton Park, in the County
of Bucks, Esq. For more particular marks—if the Varvels be taken
off—the 4th feather in one of the wings Imped, and the third pounce
of the right foot broke. If any one inform Sir William Roberts, Knight
and Baronet (near Harrow-on-the-Hill, in the County of Middlesex), or
Mr. William Philips, at the King’s Head in Paternoster Row, of the
Hawk, he shall be sufficiently rewarded.—The Intelligencer, Nov. 6,
1665.
The next paper contains an inquiry for a goshawk belonging to Lord William
Petre, and two years later a royal bird is inquired after in the London
Gazette, as follows:—
A Sore ger Falcon of His Majesty, lost the 13 of August, who had one
Varvel of his Keeper, Roger Higs, of Westminster, Gent. Whosoever hath
taken her up and give notice Sir Allan Apsley, Master of His Majesties
Hawks at St. James’s, shall be rewarded for his paines. Back-Stairs in
Whitehall.
This Sir Allan Apsley is the brother of Mrs. Hutchinson, who has given us
such a vivid picture, in the memoir of her husband, of the Commonwealth
time. The London Gazette, from which we quote, is the only paper still
in existence that had its root in those days. It first appeared in Oxford,
upon the Court taking up its abode in that city during the time of the
Great Plague, and was therefore called the Oxford Gazette. On the return
of Charles to London it followed in his train, and became the London
Gazette, or Court and official paper, and the latter character it has
retained to the present hour. The gazettes of the seventeenth century were
widely different from those of our day. They contain foreign news, as well
as state papers, royal proclamations, &c., and, stranger still,
miscellaneous advertisements are mixed up with those upon the business of
the Court. The quack doctors, with an eye, we suppose, to the “quality,”
were the first to avail themselves of its pages to make known their
nostrums. It will astonish our readers to find what an ancestry some of
the quack medicines of the present day have had. “Nervous powders,”
specifics for gout, rheumatism, &c., seized upon the columns of the
newspapers almost as early as they were published. Here is a specimen
which might still serve as a model for such announcements:—
Gentlemen, you are desired to take notice, That Mr. Theophilus
Buckworth doth at his house on Mile-end Green make and expose to
sale, for the publick good, those so famous Lozenges or Pectorals
approved for the cure of Consumptions, Coughs, Catarrhs, Asthmas,
Hoarness, Strongness of Breath, Colds in general, Diseases incident to
the Lungs, and a sovoraign Antidote against the Plague, and all other
contagious Diseases and obstructions of the Stomach: And for more
convenience of the people, constantly leaveth them sealed up with his
coat of arms on the papers, with Mr. Rich. Lowndes (as formerly), at
the sign of the White Lion, near the little north door of Pauls
Church; Mr. Henry Seile, over against S. Dunstan’s Church in
Fleet Street; Mr. William Milward, at Westminster Hall Gate; Mr.
John Place, at Furnival’s Inn Gate, in Holborn; and Mr. Robert
Horn, at the Turk’s-head near the entrance of the Royal Exchange,
Booksellers, and no others.
This is published to prevent the designs of divers Pretenders, who
counterfeit the said Lozenges, to the disparagement of the said
Gentleman, and great abuse of the people.—Mercurius Politicus,
Nov. 16, 1660.
The next is equally characteristic:—
Most Excellent and Approved Dentifrices to scour and cleanse the
Teeth, making them white as Ivory, preserves from the Toothach; so
that, being constantly used, the parties using it are never troubled
with the Toothach: It fastens the Teeth, sweetens the Breath, and
preserves the Gums and Mouth from Cankers and Imposthumes. Made by
Robert Turner, Gentleman; and the right are onely to be had at
Thomas Rookes, Stationer, at the Holy Lamb at the east end of St.
Paul’s Church, near the School, in sealed papers, at 12d. the paper.
The reader is desired to beware of counterfeits.
(Mercurius Politicus, Dec. 20, 1660.)
Other advertisements about this time profess to cure all diseases by means
of an “antimonial cup.” Sir Kenelm Digby, the same learned knight who
feasted his wife upon capons fattened upon serpents, in order to make her
fair, advertises a book in which he professes to show a method of curing
wounds by a powder of sympathy; and here is a notification of a remedy
which shows still more clearly the superstitious character of the age:—
Small baggs to hang about Children’s necks, which are excellent both
for the prevention and cure of the Rickets, and to ease children
in breeding of Teeth, are prepared by Mr. Edmund Buckworth, and
constantly to be had at Mr. Philip Clark’s, Keeper of the Library in
the Fleet, and nowhere else, at 5 shillings a bagge.—The
Intelligencer, Oct. 16, 1664.
It was left, however, to the reign of Anne for the mountebank to descend
from his stage in the fair and the market-place, in order to erect it in
the public newspapers. But we have yet to mention one, who might appear to
some to be the greatest quack of all, and who about this time resorted to
an advertisement in the newspapers to call his patients to his doors;—the
royal charlatan, who touched for the evil, makes known that he is at home
for the season to his people through the medium of the Public
Intelligencer of 1664:—
Whitehall, May 14, 1664. His Sacred Majesty, having declared it to be
his Royal will and purpose to continue the healing of his people for
the Evil during the Month of May, and then to give over till
Michaelmas next, I am commanded to give notice thereof, that the
people may not come up to Town in the Interim and lose their labour.
No doubt there was much political significance in this pretended efficacy
of the royal touch in scrofulous afflictions; at the same time, there is
reason to believe that patients did sometimes speedily recover after
undergoing the regal contact. Dr. Tyler Smith, who has written a very
clever little book on the subject, boldly states his belief that the
emotion felt by these poor stricken people who came within the influence
of “that divinity which doth hedge a king,” acted upon them as a powerful
mental tonic; in a vast number of cases, however, we might impute the
tonic to the gold coin which the king always bestowed upon his patient. Be
that as it may, the practice flourished down to the time of Anne, at whose
death it stopped; the sovereigns of the line of Brunswick never pretending
to possess this medicinal virtue, coming as they did to the throne by only
a parliamentary title. The reaction from the straightlaced times of the
Commonwealth, which set in immediately upon the Restoration, seems to have
arrived at its height about the year 1664, and the advertisements at that
period reflect very truly the love of pleasure and excitement which seized
hold of the people, as if they were bent on making up for the time that
had been lost during the Puritanic rule. They are mostly taken up, in
fact, with inquiries after “lost lace-work;” announcements of lotteries in
the Banqueting Hall at Whitehall, of jewels, tapestry, and lockets of “Mr.
Cooper’s work,” of which the following is a fair specimen:—
Lost, on the 27th of July, about Boswell Yard or Drury Lane, a Ladyes
Picture, set in gold, and three Keys, with divers other little things
in a perfumed pocket. Whosoever shall give notice of or bring the said
picture to Mr. Charles Coakine, Goldsmith, near Staples Inne, Holborn,
shall have 4 times the value of the gold for his payns.—The News,
August 4, 1664.
The love of the people also for the strange and marvellous is shown by
announcements of rare sights; for instance, we are told that,—
At the Mitre, near the west end of St. Paul’s, is to be seen a rare
Collection of Curiosityes, much resorted to and admired by persons of
great learning and quality, among which a choyce Egyptian Mummy, with
hieroglyphicks; the Ant-Beare of Brasil; a Remora; a Torpedo; the Huge
Thigh-bone of a Giant; a Moon Fish; a Tropic Bird, &c.—The News of
June 2, 1664.
A rather scanty collection of articles, it is true, but eked out
monstrously by the “huge thigh-bone of a giant,” which in all probability
belonged to some huge quadruped. The ignorance of those times with
respect to natural history must have been something astonishing, as about
the same date we find the following print of what were evidently
considered very curious animals advertised in the London Gazette:—
A True Representation of the Rhonoserous and Elephant, lately brought
from the East Indies to London, drawn after the life, and curiously
engraven in Mezzotinto, printed upon a large sheet of paper. Sold by
Pierce Tempest, at the Eagle and Child in the Strand, over against
Somerset House, Water Gate.—The London Gazette, Jan. 22, 1664.
In the succeeding year all advertisements of this kind stop; amusements,
from some great disturbing cause, have ceased to attract; there is no more
gambling under the name of lotteries at Whitehall; no more curiosities are
exhibited to a pleasure loving crew; no more books of amorous songs are
published; no more lockets or perfumed bags are dropped; all is stagnation
and silence, if we may judge as much from the sudden cessation of
advertisements with reference to them in the public papers. Death now
comes upon the stage, and rudely shuts the box of Autolycus, crops the
street with grass, and marks a red cross on every other door. It is the
year of the Great Plague. Those who could, fled early from the
pest-stricken city; those who remained until the malady had gained
irresistible sway were not allowed to depart, for fear of carrying the
contagion into the provinces, the Lord Mayor denying to such a clean bill
of health, in consequence of which they were driven back by the rustics as
soon as discovered. A singular instance also of the vigilance of the
authorities in confining, as they imagined, the mischief within the limits
of the metropolis is afforded by the succeeding advertisement:—
Nicholas Hurst, an Upholsterer, over against the Rose Tavern, in
Russell-street, Covent-Garden, whose Maid Servant dyed lately of the
Sickness, fled on Monday last out of his house, taking with him
several Goods and Household Stuff, and was afterwards followed by one
Doctor Cary and Richard Bayle, with his wife and family, who lodged in
the same house; but Bayle having his usual dwelling-house in
Waybridge, in Surrey. Whereof we are commanded to give this Public
Notice, that diligent search may be made for them, and the houses in
which any of their persons or goods shall be found may be shut up by
the next Justice of the Peace, or other his Majesty’s Officers of
Justice, and notice immediately given to some of his Majesty’s Privy
Councill, or to one of his Majesty’s principal Secretaries of
State.—London Gazette, May 10, 1666.
Antidotes and remedies for the plague are also commonly advertised, just
as the visitation of the cholera in 1854 filled the columns of the Times
full of all sorts of specifics. Thus, for example, the Intelligencer of
August the 28th, 1665, announces “an excellent electuary against the
plague, to be drunk at the Green Dragon, Cheap-side, at sixpence a pint.”
The great and only cure, however, for this fearful visitation, which
carried off a hundred thousand persons in London alone, was at hand—the
purgation of fire. The conflagration, which burst out on the 2nd of
September, and destroyed thirteen thousand houses, gave the final blow to
its declining attacks. Singularly enough, but faint traces of this
overwhelming calamity, as it was considered at the time, can be gathered
from the current advertisements. Although the entire population of the
city was rendered houseless, and had to encamp in the surrounding fields,
where they extemporized shops and streets, not one hint of such a
circumstance can be found in the public announcements of the period. No
circumstance could afford a greater proof of the little use made by the
trading community of this means of publicity in the time of Charles II. If
a fire only a hundredth-part so destructive were to occur in these days,
the columns of the press would immediately be full of the new addresses of
the burnt-out shopkeepers; and those who were not even damaged by it would
take care to “improve the occasion” to their own advantage. We look in
vain through the pages of the London Gazette of this and the following
year for one such announcement: not even a tavern-keeper tells us the
number of his booth in Goodman’s Fields, although quack medicine
flourished away in its columns as usual. In 1667 we see a notification,
now and then, of some change in the site of a government office, or of the
intention to build by contract some public structure, such as the
following notice relative to the erection of the old Royal Exchange:—
All Artificers of the several Trades that must be used in Rebuilding
the Royal Exchange may take notice, that the Committee appointed for
Management of that Work do sit at the end of the long gallery in
Gresham Colledge every Monday in the forenoon, there and then to treat
with such as are fit to undertake the same.
The remainder of the reign of Charles is unmarked by the appearance of any
characteristic advertisements which give a clue to the peculiar complexion
of the time. If we go back two or three years, however, we shall find one
which bears upon the introduction of those monstrous flowing wigs which
continued in fashion to the middle of the succeeding century:—
Whereas George Grey, a Barber and Perrywigge-maker, over against the
Greyhound Tavern, in Black Fryers, London, stands obliged to serve
some particular persons of eminent Condition and Quality in his way of
Employment: It is therefore notifyed at his desire, that any one
having long flaxen hayr to sell may repayr to him the said George
Grey, and they shall have 10s. the ounce, and for any other long
fine hayr after the Rate of 5s. or 7s. the ounce.—The Newes,
February 4, 1663.
Pepys describes, with amusing minuteness, how Chapman the periwig-maker
cut off his hair to make up one of these portentous head-dresses for him,
much to the trouble of his servants, Jane and Bessy; and on the Lord’s
day, November 8th, 1663, he relates, with infinite naïveté, his entrance
into church with what must evidently have been the perruquier’s latest
fashion. “To church, where I found that my coming in a periwig did not
prove so strange as I was afraid it would; for I thought that all the
church would presently have cast their eyes upon me, but I find no such
thing.” Ten shillings the ounce for long flaxen hair shows the demand for
this peculiar colour by “persons of eminent condition and quality.” We
have shown, from the advertisements of the time of Charles II., what was
indeed well known, that the age was characterized by frivolous amusements,
and by a love of dress and vicious excitement, in the midst of which
pestilence stalked like a mocking fiend, and the great conflagration lit
up the general masquerade with its lurid and angry glare. Together with
the emasculate tone of manners, a disposition to personal violence and a
contempt of law stained the latter part of this and the succeeding reign.
The audacious seizure of the crown jewels by Blood; the attack upon the
Duke of Ormond by the same desperado, that nobleman actually having been
dragged from his coach in St. James’s Street in the evening, and carried,
bound, upon the saddle-bow of Blood’s horse, as far as Hyde Park Corner,
before he could be rescued; the slitting of Sir John Coventry’s nose in
the Haymarket by the king’s guard; and the murder of Sir Edmondbury
Godfrey on Primrose Hill, are familiar instances of the prevalence of this
lawless spirit.
We catch a glimpse of one of these street outrages in the following
announcement of an assault upon glorious John:—
Whereas John Dryden, Esq., was on Monday, the 18th instant, at
night, barbarously assaulted and wounded, in Rose Street in Covent
Garden, by divers men unknown; if any person shall make discovery of
the said offenders to the said Mr. Dryden, or to any Justice of the
Peace, he shall not only receive Fifty Pounds, which is deposited in
the hands of Mr. Blanchard, Goldsmith, next door to Temple Bar, for
the said purpose, but if he be a principal or an accessory in the said
fact, his Majesty is graciously pleased to promise him his pardon for
the same.—The London Gazette, Dec. 22, 1679.
And here is another of a still more tragic character:—
Whereas a Gentleman was, on the eighteenth at night, mortally wounded
near Lincoln’s Inn, in Chancery Lane, in view, as is supposed, of the
coachman that set him down: these are to give notice that the said
coachman shall come in and declare his knowledge of the matter; if any
other person shall discover the said coachman to John Hawles, at his
chamber in Lincoln’s Inn, he shall have 5 guineas reward.—London
Gazette, March 29th, 1688.
To this period also may be ascribed the rise of that romantic felon, the
highwayman. The hue and cry after these genteel robbers is frequently
raised during the reign of James II. In one case we have notice of a
gentleman having been stopped, robbed, and then bound, by mounted men at
Islington, who rode away with his horse; another time these daring gentry
appeared at Knightsbridge; and a third advertisement, of a later date it
is true, offers a reward for three mounted Macheaths, who were charged
with stopping and robbing three young ladies in South Street, near Audley
Chapel, as they were returning home from visiting. The following is still
more singular, as showing the high social position of some of these
gentlemen who took to the “road” for special purposes:—
Whereas Mr. Herbert Jones, Attorney-at-law in the town of Monmouth,
well known by being several years together Under-Sheriff of the same
County, hath of late divers time robbed the Mail coming from that town
to London, and taken out divers letters and writs, and is now fled
from justice, and supposed to have sheltered himself in some of the
new-raised troops. These are to give notice, that whosoever shall
secure the said Herbert Jones, so as to be committed in order to
answer these said crimes, may give notice thereof to Sir Thomas
Fowles, goldsmith, Temple-bar, London, or to Mr. Michael Bohune,
mercer, in Monmouth, and shall have a guinea’s reward.
The drinking tendencies of these Jacobite times are chiefly shown by the
numberless inquiries after lost or stolen silver tankards, and by the
sales of claret and canary which constantly took place. The hammer was not
apparently used at that time, as we commonly find announcements of sales
by “inch of candle,” a term which mightily puzzled us until we saw the
explanation of it in our constant book of reference, the Diary of Pepys:—
“After dinner we met and sold the Weymouth, Successe, and Fellowship
hulkes; where pleasant to see how backward men are at first to bid;
and yet, when the candle is going out, how they bawl, and dispute
afterwards who bid the most. And here I observed one man cunninger
than the rest, that was sure to bid the last man and to carry it; and
inquiring the reason he told me that, just as the flame goes out, the
smoke descends, which is a thing I never observed before, and by that
he do know the instant when to bid last.” (Sept. 3rd, 1662).
The taste for auctions, which became such a rage in the time of Anne, had
its beginning about this period. Books and pictures are constantly
advertised to be disposed of in this manner. The love of excitement born
in the gaming time of the Restoration might be traced in these sales, and
in the lotteries, or “adventures” as they were sometimes termed, which
extended to every conceivable article capable of being sold. The rising
taste of the town was, however, checked for the time by the Revolution,
which was doubtless hastened on by such announcements as the following,
which appeared in the Gazette of March 1, 1688:—
Catholic loyalty, ☞ upon the subject of Government and
Obedience, delivered in a SERMON before the King and Queen, in His
Majesties Chapel at Whitehall, on the 13 of June, 1687, by the Revnd.
Father Edward Scaraisbroke, priest of the Society of Jesus. Published
by His Majesty’s Command. Sold by Raydal Taylor, near Stationers Hall,
London.
Up to this time advertisements only appeared in threes and fours, and
rarely, if ever, exceeded a dozen, in any newspaper of the day. They were
generally stuck in the middle of the diminutive journal, but sometimes
formed a tail-piece to it. They were confined in their character, and gave
no evidence of belonging to a great commercial community. Now and then, it
is true, sums of money were advertised as seeking investment; more
constantly a truss for a “broken belly,” or an “excellent dentifrice,”
appeared; or some city mansion of the nobility is advertised to let,
showing the progress westward even then, as witness the following:—
The Earl of Berkeley’s House, with Garden and Stables in St. John’s
Lane, not far from Smith Field, is to be Let or Sold for Building.
Enquire of Mr. Prestworth, a corn chandler, near the said house, and
you may know further.—London Gazette, August 17, 1685.
Here is an instance of the singular manner in which fire-insurances were
conducted in that day:—
There having happened a fire on the 24th of the last month by which
several houses of the friendly society were burned to the value of 965
pounds, these are to give notice to all persons of the said society
that they are desired to pay at the office Faulcon Court in Fleet
Street their several proportions of their said loss, which comes to
five shillings and one penny for every hundred pounds insured, before
the 12th of August next.—London Gazette, July 6th, 1685.
Sometimes it is a “flee-bitten grey mare” stolen out of “Mary-le-bone
Park,” or a lost lottery-ticket, or a dog, that is inquired after; but
they contained no hint that England possessed a commercial marine, or that
she was destined to become a nation of shopkeepers. As yet, too, there was
no sign given of that wonderful art of ingenious puffing which now exists,
and which might lead a casual observer to imagine that the nation
consisted of only two classes—cheats and dupes.
From the settlement of 1688 the true value of the advertisement appears to
have dawned upon the public. The country evidently began to breathe
freely, and with Dutch William and Protestant ascendancy, the peculiar
character of the nation burst forth with extraordinary vigour. Enterprise
of all kinds was called forth, and cast its image upon the advertising
columns of the public journals, now greatly increased both in size and in
numbers, no less than twenty-six having been set up within four years
after the Revolution. It is observable, too, that from this political
convulsion dates a certain rough humour, which, however latent, was not
before expressed in the public papers, especially on matters political.
Let us further elucidate our meaning by quoting the following from the
New Observator of July 17, 1689, setting forth a popular and practical
method of parading the Whig triumph:—
Orange cards, representing the late King’s reign and expedition of the
Prince of Orange: viz. The Earl of Essex Murther, Dr. Otes Whipping,
Defacing the Monument, My Lord Jeffries in the West hanging of
Protestants, Magdalen College, Trial of the Bishops, Castle Maine at
Rome, the Popish Midwife, A Jesuit Preaching against our Bible,
Consecrated Smock, My Lord Chancellor at the Bed’s feet, Birth of the
Prince of Wales, The Ordinaire Mass-house pulling down and burning by
Captain Tom and his Mobile, Mortar pieces in the Tower, The Prince of
Orange Landing, The Jesuits Scampering, Father Peter’s Transactions,
The Fight at Reading, The Army going over to the Prince of Orange,
Tyrconnel in Ireland, My Lord Chancellor in the Tower. With many other
remarkable passages of the Times. To which is added the efigies of our
Gracious K. William and Q. Mary, curiously illustrated and engraven in
lively figures, done by the performers of the first Popish Plot Cards.
Sold by Donnan Newman, the publisher and printer of the New
Observator.
The editor of the New Observator was Bishop Burnet, and these political
playing-cards were sold by his publisher; perhaps the great Protestant
bishop knew something of their “performers.” In the year 1692 an
experiment was made which clearly shows how just an estimate was getting
abroad of the value of publicity in matters of business. A newspaper was
set up, called “The City Mercury, published gratis for the Promotion of
Trade,” which lasted for two years, and contained nothing but
advertisements. The proprietor undertook to distribute a thousand copies
per week to the then chief places of resort,—coffee houses, taverns, and
bookshops. Even in these days of the “Times” double supplement such an
experiment has often been made and failed; our wonder, therefore, is not
that the City Mercury went to that limbo which is stored with such
countless abortive journals, but that the interest felt in advertisements
should, at that early period, have kept it alive so long.
If the foregoing scheme proves that an attempt was then made to subdivide
the duties of a newspaper—that of keeping its readers informed of the
news of the day, and of forming a means of publicity for the wants and
losses of individuals—the advertisement we are about to quote clearly
shows that at the same time there was a plan in existence for combining
the printed newspaper with the more ancient written newsletter. It is well
known that long after the institution of public journals the old
profession of the newsletter-writer continued to flourish. We can easily
account for this fact when we remember that during the heat of a great
rebellion it was much more safe to write than to print the intelligence of
the day. Many of these newsletters were written by strong partisans, and
contained information which it was neither desirable nor safe that their
opponents should see. They were passed on from hand to hand in secret, and
often endorsed by each successive reader. We are told that the Cavaliers,
when taken prisoners, have been known to eat their newsletters; and some
of Prince Rupert’s, which had been intercepted, are still in existence,
and bear dark-red stains, which testify to the desperate manner in which
they were defended. It is pretty certain, however, that, as a profession,
newsletter-writing began to decline after the Revolution; although we find
the editor of the Evening Post, as late as the year 1709, reminding its
readers that “there must be three or four pounds a year paid for written
news.” At the same time the public journals, it is clear, had not
performed that part of their office which was really more acceptable to
the country reader than any other—the retailing the political and social
chit-chat of the day. We have only to look into the public papers to
convince ourselves how wofully they fell short in a department which must
have been the staple of the news-writer. This want still being felt, John
Salusbury devises a scheme to combine the old and the new plan after the
following manner, as announced in the Flying Post of 1694:—
If any Gentleman has a mind to oblige his country friend or
correspondent with the Account of Public Affairs, he may have it for
twopence of J. Salusbury at the Rising-Sun in Cornhill, on a sheet of
fine paper, half of which being blank, he may thereon write his own
private business or the material news of the day.
It does not say much for the energy with which the journals of that day
were conducted, that the purchasers are invited to write therein “the
material news of the day;” that, we should have thought, was the editor’s
business to have supplied; but it was perhaps a contrivance by which the
Jacobites might circulate information, by means of the post, without
compromising the printer. We have seen many such papers, half print, half
manuscript, in the British Museum, which had passed through the post, the
manuscript portion of which, the Home Secretaries of our time would have
thought sufficiently treasonable to justify them in having broken their
seals.
As advertisements, from their earliest introduction, were used to make
known the amusements of the day and the means of killing time at the
disposal of persons of quality, it seems strange that it was not employed
sooner than it was to draw a company to the theatres. We have looked in
vain for the announcement of any theatrical entertainment before the year
1701, when the advertisement of the Lincoln’s Inn Theatre makes its
appearance in the columns of the English Post. The lead of this little
house was, however, speedily followed by the larger ones, and only a few
years later we have regular lists of the performances at all the theatres
in the daily papers. The first journal of this description was the Daily
Courant, published in 1709. In this year also appeared the celebrated
“Tatler,” to be speedily followed by the “Spectator” and “Guardian,” the
social and literary journals of that Augustine age. The first edition of
the “Tatler,” in the British Museum, contains advertisements like an
ordinary paper, and they evidently reflect, more than those of its
contemporaries, the flying fashions of the day and the follies of the
“quality.” In them we notice the rage that existed for lotteries, or
“sales,” as they were called. Every conceivable thing was put up to
raffle. We see advertisements headed “A Sixpenny Sale of Lace,” “A Hundred
Pounds for Half-a-crown,” “A Penny Adventure for a Great Pie,” “A
Quarter’s Rent,” “A Freehold Estate,” “Threepenny Sales of Houses,” “A
fashionable Coach.” Gloves, looking-glasses, chocolate, Hungary water,
Indian goods, lacquered ware, fans, &c., were notified to be disposed of
in this manner, and the fair mob was called together to draw their tickets
by the same means. This fever, which produced ten years later the
celebrated South Sea Bubble, was of slow growth. It had its root in the
Restoration, its flower in the reign of Anne, and its fruit and
dénouement in the reign of George I. Before passing on from the pages of
the “Tatler,” we must stop for a moment to notice one or two of those
playful advertisements which Sir Richard Steele delighted in, and which,
under the disguise of fun, perhaps really afforded him excellent matter
for his journal. Here is an irresistible invitation to his fair readers:—
Any Ladies who have any particular stories of their acquaintance which
they are willing privately to make public, may send ’em by the penny
post to Isaac Bickerstaff, Esq., enclosed to Mr. John Morpheu, near
Stationers’ Hall.—Tatler, May 8, 1709.
An excellent lion’s mouth this wherein to drop scandal. A still more
amusing instance of the fun that pervaded Isaac Bickerstaff, Esq., is to
be found in the series of advertisements in which he ought to have
convinced John Partridge, the astrologer, that he really had departed this
life; an assertion which the latter persisted in denying with the most
ludicrous earnestness. Of these we give one from the “Tatler” of August
24th 1710:—
Whereas an ignorant Upstart in Astrology has publicly endeavoured to
persuade the world that he is the late John Partridge, who died the 28
of March 1718, these are to certify all whom it may concern, that the
true John Partridge was not only dead at that time, but continues so
to the present day. Beware of counterfeits, for such are abroad.
The pleasant malice of the above is patent enough, but we confess we are
puzzled to know whether the following is genuine or not. We copied it from
among a number of others, from which it was undistinguishable by any
peculiarity of type:—
The Charitable Advice Office, where all persons may have the opinion
of dignified Clergymen, learned Council, graduate Physicians, and
experienced Surgeons, to any question in Divinity, Morality, Law,
Physic, or Surgery, with proper Prescriptions within twelve hours
after they have delivered in a state of their case. Those who can’t
write may have their cases stated at the office. * * The fees are
only 1s. delivery, or sending your case, and 1s. more on
re-delivering that and the opinion upon it, being what is thought
sufficient to defray the necessary expense of servants and
office-rent.—Tatler, December 16, 1710.
To pass, however, from the keen weapons of the brain to those of the
flesh, it is interesting to fix with some tolerable accuracy the change
which took place in the early part of the eighteenth century in what might
be called the amusements of the fancy. The “noble art of defence,” as it
was termed, up to the time of the first George seems to have consisted in
the broadsword exercise. Pepys describes in his “Diary” several bloody
encounters of this kind which he himself witnessed; and the following
advertisement, a half-century later, shows that the skilled weapon had not
at that time been set aside for the more brutal fist:—
A Tryal of Skill to be performed at His Majesty’s Bear Garden in
Hockley-in-the-Hole, on Thursday next, being the 9th instant, betwixt
these following masters:—Edmund Button, master of the noble science
of defence, who hath lately cut down Mr. Hasgit and the Champion of
the West, and 4 besides, and James Harris, an Herefordshire man,
master of the noble science of defence, who has fought 98 prizes and
never was worsted, to exercise the usual weapons, at 2 o’clock in the
afternoon precisely.—Postman, July 4, 1701.
The savage character of the time may be judged from this public boast of
Mr. Edmund Button that he had cut down six men with a murderous weapon. We
question, however, if the age which could tolerate such ruffianism was not
exceeded by the change which substituted the fist for the sword, and
witnessed women entering the ring in the place of men. Some of the
earliest notices of boxing-matches upon record, singularly enough, took
place between combatants of the fair sex. In a public journal of 1722, for
instance, we find the following gage of battle thrown down, and
accepted:—
Challenge.—I, Elizabeth Wilkinson, of Clerkenwell, having had some
words with Hannah Hyfield, and requiring satisfaction, do invite her
to meet me upon the stage, and box me for three guineas; each woman
holding half-a-crown in each hand, and the first woman that drops the
money to lose the battle.
Answer.—I, Hannah Hyfield, of Newgate Market, hearing of the
resoluteness of Elizabeth Wilkinson, will not fail, God willing, to
give her more blows than words, desiring home blows, and from her no
favour: she may expect a good thumping!
The half-crowns in the hands was an ingenious device to prevent
scratching! A still more characteristic specimen of one of these
challenges to a fisticuff between two women is to be found in the Daily
Post of July 7th, 1728:—
At Mr. Stokes’ Amphitheatre in Islington Road, this present Monday,
being the 7 of October, will be a complete Boxing Match by the two
following Championesses:—Whereas I, Ann Field, of Stoke Newington,
ass-driver, well known for my abilities in boxing in my own defence
wherever it happened in my way, having been affronted by Mrs. Stokes,
styled the European Championess, do fairly invite her to a trial of
her best skill in Boxing for 10 pounds, fair rise and fall; and
question not but to give her such proofs of my judgement that shall
oblige her to acknowledge me Championess of the Stage, to the entire
satisfaction of all my friends.
I, Elizabeth Stokes, of the City of London, have not fought in this
way since I fought the famous boxing-woman of Billingsgate 29 minutes,
and gained a complete victory (which is six years ago); but as the
famous Stoke Newington ass-woman dares me to fight her for the 10
pounds, I do assure her I will not fail meeting her for the said sum,
and doubt not that the blows which I shall present her with will be
more difficult for her to digest than any she ever gave her
asses.—Note. A man, known by the name of Rugged and Tuff,
challenges the best man of Stoke Newington to fight him for one guinea
to what sum they please to venture. N.B. Attendance will be given at
one, and the encounter to begin at four precisely. There will be the
diversion of Cudgel-playing as usual.
Other advertisements about this time relate to cock-matches, sometimes “to
last the week,” to bull-baiting, and, more cruel still, to dressing up mad
bulls with fireworks, in order to worry them with dogs. The brutal tone of
manners, which set in afresh with the Hanoverian succession, might be
alone gathered from the so-called sporting advertisements of the day; and
we now see that Hogarth, in his famous picture, had no need to, and
probably did not, draw upon his imagination for the combination of horrid
cruelties therein depicted.
The very same tone pervaded the gallantry of the day, and we print two
advertisements, one of the time of Anne, and the other of the age we are
now illustrating, in order to contrast their spirit. We give the more
polished one precedence:—
A gentleman who, the twentieth instant, had the honour to conduct a
lady out of a boat at Whitehall-stairs, desires to know where he may
wait on her to disclose a matter of concern. A letter directed to Mr.
Samuel Reeves, to be left with Mr. May, at the Golden Head, the upper
end of New Southampton Street, Covent Garden.—Tatler, March 21,
1709.
A certain courtly style and air of good breeding pervades this
advertisement, of which Sir Richard Steele himself need not have been
ashamed; but what a falling-off is here!—
Whereas a young lady was at Covent Garden playhouse last Tuesday
night, and received a blow with a square piece of wood on her breast;
if the lady be single, and meet me on Sunday, at two o’clock, on the
Mall in St. James’s Park, or send a line directed for A. B., to Mr.
Jones’s, at the Sun Tavern in St. Paul’s Churchyard, where and when I
shall wait on her, to inform her of something very much to her
advantage on honourable terms, her compliance will be a lasting
pleasure to her most obedient servant.—General Advertiser, Feb. 8,
1748.
It would seem as though the beau had been forced to resort to a missile to
make an impression, and then felt the necessity of stating that his
intentions were “honourable,” in order to secure an interview with his
innamorata. Imagine, too, the open unblushing manner in which the
assignation is attempted! We are far from saying that such matters are not
managed now through the medium of advertisements, for we shall presently
show they are, but in how much more carefully concealed a manner! The
perfect contempt of public opinion, or rather the public acquiescence in
such infringements of the moral law, which it exhibits, proves the general
state of morality more than the infringements themselves, which obtain
more or less at all times. Two of the causes which led to this low tone of
manners with respect to women were doubtless the detestable profligacy of
the courts of the two first Georges, and the very defective condition of
the existing marriage law. William and Mary, and Anne, had, by their
decorous, not to say frigid lives, redeemed the crown, and, in some
measure, the aristocracy, from the vices of the Restoration. Crown, court,
and quality, however, fell into a still worse slough on the accession of
the Hanoverian king, who soiled afresh the rising tone of public life by
his scandalous connection with the Duchess of Kendal and the Countess of
Darlington; whilst his son and successor was absolutely abetted in his
vicious courses by his own queen, who promoted his commerce with his two
mistresses, the Countesses of Suffolk and Yarmouth. The degrading
influence of the royal manners was well seconded by the condition of the
law. Keith’s chapel in May Fair, and that at the Fleet, were the Gretna
Greens of the age, where children could get married at any time of the day
or night for a couple of crowns. It was said at the time, that at the
former chapel six thousand persons were annually married in this off-hand
way; the youngest of the beautiful Miss Gunnings was wedded to the Duke of
Hamilton, at twelve o’clock at night, with a ring off the bed-curtain, at
this very “marriage-shop.” The fruits of such unions may be imagined. The
easy way in which the marriage bond was worn and broken through is clearly
indicated by the advertisements which absolutely crowd the public journals
from the accession of the House of Brunswick up to the time of the third
George, of husbands warning the public not to trust their runaway wives.
We have referred, in an early part of this paper, to the taste for
blackamoors, which set in the reign of Charles II., and went on increasing
until the middle of the next century, at which time there must have been a
very considerable population of negro servants in the metropolis. At first
the picturesque natives of the East were pressed into the service of the
nobility and gentry, and colour does not appear to have been a sine quâ
non. Thus we have in the London Gazette of 1688 the following
hue-and-cry advertisement:—
Run away from his master, Captain St. Lo, the 21st instant, Obdelah
Ealias Abraham, a Moor, swarthy complexion, short frizzled hair, a
gold ring in his ear, in a black coat and blew breeches. He took with
him a blew Turkish watch-gown, a Turkish suit of clothing that he used
to wear about town, and several other things. Whoever brings him to
Mr. Lozel’s house in Green Street shall have one guinea for his
charges.
The next advertisement we find also relates to what we must consider an
East Indian. The notion of property in these boys seems to have been
complete; their masters put their names upon their collars, as they did
upon their setters or spaniels:—
A black boy, an Indian, about thirteen years old, run away the 8th
instant from Putney, with a collar about his neck with this
inscription: ‘the Lady Bromfield’s black in Lincoln’s Inn Fields.’
Whoever brings him to Sir Edward Bromfield’s at Putney shall have a
guinea reward.—The London Gazette, 1694.
The traffic in African blacks, which commenced towards the end of the
seventeenth century, seems to have displaced these eastern servitors
towards the end of the century, for henceforth the word negro, blackamoor,
or black boy, is invariably used. No doubt the fashion for these negroes
and other coloured attendants was derived from the Venetian Republic, the
intercourse of whose merchants with Africa and India naturally led to
their introduction. Titian and other great painters of his school
continually introduced them in their pictures, and our own great bard has
for ever associated the Moor with the City in the Sea. In England the
negro boys appear to have been considered as much articles of sale as they
would have been in the slave-market at Constantinople. In the Tatler of
1709 we find one offered to the public in the following terms:—
A black boy, twelve years of age, fit to wait on a gentleman, to be
disposed of at Denis’s Coffee-house in Finch Lane, near the Royal
Exchange.
Again, in the Daily Journal of September 28th, 1728, we light upon
another:—
To be sold, a negro boy, aged eleven years. Enquire of the Virginia
Coffee-house in Threadneedle Street, behind the Royal Exchange.
These were the overflowings of that infamous traffic in negroes, commenced
by Sir John Hawkins in the year 1680, which tore from their homes, and
transferred to Jamaica alone, no less than 910,000 Africans between that
time and the year 1786, when the slave-trade was abolished.
We have brought the reader up to the date of the final battle which
extinguished the hopes of the Stuarts and settled the line of Brunswick
firmly on the throne. The year 1745 witnessed the commencement of the
General Advertiser, the title of which indicates the purpose to which it
was dedicated. This paper was the first successful attempt to depend for
support upon the advertisements it contained, thereby creating a new era
in the newspaper press. From the very outset its columns were filled with
them, between fifty and sixty, regularly classified and separated by
rules, appearing in each publication; in fact, the advertising page put on
for the first time a modern look. The departure of ships is constantly
notified, and the engravings of these old high-pooped vessels sail in even
line down the column. Trading matters have at last got the upper hand. You
see “a pair of leather bags,” “a scarlet laced-coat,” “a sword,” still
inquired after; and theatres make a show, for this was the dawning of the
age of Foote, Macklin, Garrick, and most of the other great players of the
last century; but, comparatively speaking, the gaieties and follies of the
town ceased gradually from this time to proclaim themselves through the
medium of advertisements. The great earthquake at Lisbon so frightened the
people, that masquerades were prohibited by law, and the puppet-shows, the
rope-dancing, the china-auctions, and public breakfasts henceforth grow
scarcer and scarcer as the Ladies Betty and Sally, who inaugurated them,
withdrew by degrees, withered, faded, and patched, from the scene.
The only signs of the political tendencies of the time to be gathered from
the sources we are pursuing, are the party dinners, announcements of which
are now and then to be met with as follows:—
To The Joyous.—The Bloods are desired to meet together at the house
known by the name of the Sir Hugh Middleton, near Saddler’s Wells,
Islington, which Mr. Skeggs has procured for that day for the better
entertainment of those Gentlemen who agreed to meet at his own house.
Dinner will be on the Table punctually at two o’clock.—General
Advertiser, Jan. 13, 1748.
Or the following still more characteristic example from the same paper of
April 12:—
Half-moon Tavern, Cheapside.—Saturday next, the 16 of April, being
the anniversary of the Glorious Battle of Colloden, the Stars will
assemble in the Moon at Six in the evening. Therefore the Choice
Spirits are desired to make their appearance and fill up the
joy.—Endymion.
Within five-and-twenty years from this date most of the existing morning
journals were established, and their advertising columns put on a guise
closely resembling that which they now present. We need not therefore
pursue our deep trenching into the old subsoil in order to turn up
long-buried evidences of manners and fashions, for they have ceased to
appear, either fossil or historical; we therefore boldly leap the gulf
that intervenes between these old days and the present.
The early part of the present century saw the commencement of that liberal
and systematic plan of advertising which marks the complete era in the
art. Princely ideas by degrees took possession of the trading mind as to
the value of this new agent in extending their business transactions.
Packwood, some thirty years ago, led the way by impressing his razor-strop
indelibly on the mind of every bearded member of the empire. Like other
great potentates he boasted a laureate in his pay, and every one remembers
the reply made to the individuals curious to know who drew up his
advertisements: “La, sir, we keeps a poet!”
By universal consent, however, the world has accorded to the late George
Robins the palm in this style of commercial puffing. His advertisements
were really artistically written. Like Martin, he had the power of
investing every landscape and building he touched with an importance and
majesty not attainable by meaner hands. He did perhaps go beyond the
yielding line of even poetical license, when he described one portion of a
paradise he was about to submit to public competition as adorned, among
other charms, with a “hanging wood,” which the astonished purchaser found
out meant nothing more than an old gallows. But then he redeemed slight
manœuvres of this kind by touches which really displayed a genius for
puffing. On one occasion he had made the beauties of an estate so
enchanting, that he found it necessary to blur it by a fault or two, lest
it should prove too bright and good “for human nature’s daily food.” “But
there are two drawbacks to the property,” sighed out this Hafiz of the
Mart, “the litter of the rose-leaves and the noise of the nightingales!”
Certainly the force of exquisite puffing could no further go, and when he
died the poetry of advertising departed. Others, such as Charles Wright
of Champagne celebrity, have attempted to strike the strings; and Moses
does, we believe, veritably keep a poet; but none of them have been able
to rival George the Great, and we yawn as we read sonnets which end in the
invariable “mart,” or acrostics which refer to Hyam and Co.’s superior
vests. Twenty years ago some of the daily newspapers admitted illustrated
advertisements into their columns; now it would be fatal to any of them to
do so. Nevertheless, they are by far the most effective of their class, as
they call in the aid of another sense to express their meaning. All but
the minors of the present generation must remember George Cruikshank’s
exquisite woodcut of the astonished cat viewing herself in the polished
Hessian, which made the fortune of Warren. But in those days tradesmen
only tried their wings for the flight. It was left to the present time to
prove what unlimited confidence in the power of the advertisement will
effect, and a short list of the sums annually spent in this item by some
of the most adventurous dealers will perhaps startle our readers.
| “Professor” Holloway, Pills, etc. |
|
£30,000 |
| Moses and Son |
|
10,000 |
| Rowland and Co. (Macassar oil, &c.) |
|
10,000 |
| Dr. De Jongh (cod-liver oil) |
|
10,000 |
| Heal and Sons (bedsteads and bedding) |
|
6,000 |
| Nicholls (tailor) |
|
4,500 |
It does seem indeed incredible that one house should expend upon the mere
advertising of quack pills and ointment a sum equal to the entire revenue
of many a German principality. Can it possibly pay? asks the astonished
reader. Let the increasing avenue of assistants, to be seen “from morn to
dewy eve” wrapping up pills in the “professor’s” establishment within the
shadow of Temple Bar, supply the answer.[2] Vastly as the press of this
country has expanded of late years, it has proved insufficient to contain
within its limits the rapid current of puffing which has set in.
Advertisements now overflow into our omnibuses, our cabs, our railway
carriages, and our steamboats. Madame Tussaud pays 90l. monthly to the
Atlas Omnibus Company alone for the privilege of posting her bills in
their vehicles. They are inked upon the pavement, painted in large letters
under the arches of the bridges and on every dead wall. Lloyd’s weekly
newspaper is stamped on the “full Guelph cheek” of the plebeian penny; the
emissaries of Moses shower perfect libraries through the windows of the
carriages which ply from the railway stations; and, as a crowning fact,
Thackeray, in his “Journey from Cornhill to Cairo,” tells us that Warren’s
blacking is painted up over an obliterated inscription to Psammetichus on
Pompey’s Pillar!
Having shown the reader the slow growth of the advertising column; having
climbed, like “Jack in the Bean-stalk,” from its humble root in the days
of the Commonwealth up its still increasing stem in the succeeding hundred
years, we now come upon its worthy flower in the shape of the
sixteen-paged Times of the present day. Spread open its broad leaves,
and behold the greatest marvel of the age—the microcosm in type. Who can
recognize in its ample surface, which reflects like some camera-obscura
the wants, the wishes, the hopes, and the fears of this great city, the
news-book of the Cromwellian times with its leash of advertisements?
Herein we see how fierce is the struggle of two millions and a half of
people for dear existence. Every advertisement writhes and fights with its
neighbour, and every phase of society, brilliant, broken, or dim, is
reflected in this battle-field of life. Let us tell off the rank and file
of this army of announcements. On the 24th of May, 1855, the Times, in
its usual sixteen-paged paper, contained the incredible number of 2,575
advertisements. Amazing as this total appears, we only arrive at its full
significance by analyzing the vast array. Then, indeed, we feel what an
important power is the great British publie. Of old the antechambers of
the noble were thronged with poets, artists, publishers, tradesmen, and
dependants of all kinds, seeking for the droppings of their favour; but
what lordly antechamber ever presented such a crew of place-hunters,
servitors, literary and scientific men, schemers, and shopkeepers as
daily offer their services to the humblest individual who can spare a
penny for an hour’s perusal of the Times? Let us take this paper of the
24th of May and examine the crowd of persons and things which cry aloud
through its pages, each attempting to make its voice heard above the
other. Here we see a noble fleet of ships, 129 in number, chartered for
the regions of gold, for America, for India, for Africa—for every port,
in fact, where cupidity, duty, or affection holds out an attraction for
the British race. Another column wearies the eye with its interminable
line of “Wants.” Here in long and anxious row we see the modern “mop” or
statute-fair for hiring; 429 servants of all grades, from the genteel
lady’s-maid or the “thorough cook,” who will only condescend to accept
service where two footmen are kept, to the humble scullery-maid, on that
day passed their claims before us for inspection. Another column is noisy
with auctioneers; 136 of whom notify their intention of poising their
impatient hammers when we have favoured them with our company. Here we see
a crowd of booksellers offering, hot from the press, 195 new volumes, many
of which, we are assured by the appended critique, “should find a place in
every gentleman’s library.” There are 378 houses, shops, and
establishments presented to us to select from; and 144 lodging-house
keepers, “ladies having houses larger than they require,” and medical men
who own “retreats,” press forward with genteel offers of board and
lodging. Education pursues her claims by the hands of no less than 144
preceptors, male and female; whilst the hair, the skin, the feet, the
teeth, and the inward man are offered the kind attention of thirty-six
professors who possess infallible remedies for all the ills that flesh is
heir to. The remainder is made up of the miscellaneous cries of tradesmen,
whose voices rise from every portion of the page like the shouting of
chapmen from a fair. In the midst of all this struggle for gold, place,
and position, which goes on every day in this wonderful publication,
outcries from the very depths of the heart, passionate tears, bursts of
indignation, and heartrending appeals, startle one as they issue from the
second column of its front page. Here the father sees his prodigal son
afar off and falls upon his neck; the heartbroken mother implores her
runaway child to return; or the abandoned wife searches through the world
for her mate. It is strange how, when the eye is saturated with the thirst
after mammon exhibited by the rest of the broadsheet, the heart becomes
touched by these plaintive but searching utterances, a few of which we
reproduce:—
The one-winged Dove must die unless the Crane returns to be a shield
against her enemies.—Times of 1850.
Or here is another which moves still more:—
B. J. C.—How more than cruel not to write. Take pity on such patient
silence.—Times, 1850.
The most ghastly advertisement which perhaps ever appeared in a public
journal we copy from this paper of the year 1845. It is either a threat to
inter a wrong body in the “family vault,” or an address to a dead man:—
To The Party Who Posts His Letters In Prince’s Street, Leicester
Square.—Your family is now in a state of excitement unbearable. Your
attention is called to an advertisement in Wednesday’s Morning
Advertiser, headed, “A body found drowned at Deptford.” After your
avowal to your friend as to what you might do, he has been to see the
decomposed remains, accompanied by others. The features are gone; but
there are marks on the arm; so that, unless they hear from you to-day,
it will satisfy them that the remains are those of their misguided
relative, and steps will be directly taken to place them in the family
vault, as they cannot bear the idea of a pauper’s funeral.
Sometimes we see the flashing eyes of indignation gleaming through the
very words. The following is evidently written to an old lover with all
the burning passion of a woman deceived:—
It is enough; one man alone upon earth have I found noble. Away from
me for ever! Cold heart and mean spirit, you have lost what
millions—empires—could not have bought, but which a single word
truthfully and nobly spoken might have made your own to all eternity.
Yet you are forgiven: depart in peace: I rest in my
Redeemer.—Times, Sept. 1st, 1852.
Sometimes it is more confiding love “wafting a sigh from Indus to the
pole,” or, finger on lip, speaking secretly, and as he thinks securely,
through the medium of cipher advertisements to the loved one. Sweet
delusion! There are wicked philosophers abroad who unstring the bow of
harder toil by picking your inmost thoughts! Lovers beware! intriguers
tremble! Many a wicked passage of illicit love, many a joy fearfully
snatched, which passed through the second column of the first page of the
Times as a string of disjointed letters, unintelligible as the
correspondents thought, to all the world but themselves, have we seen
fairly copied out in plain if not always good English in the commonplace
books of these cunning men at cryptographs. Here, for instance, we give an
episode from the life of “Flo,” which appeared in the Times of 1853-54,
as a proof:—
Flo.—Thou voice of my heart! Berlin, Thursday. I leave next Monday,
and shall press you to my heart on Saturday. God bless you!—Nov. 29,
1853.
Flo.—The last is wrong. I repeat it. Thou voice of my heart. I am so
lonely, I miss you more than ever. I look at your picture every night.
I send you an Indian shawl to wear round you while asleep after
dinner. It will keep you from harm, and you must fancy my arms are
around you. God bless you! how I do love you!—Dec. 23, 1853.
Flo.—My own love, I am happy again; it is like awaking from a bad
dream. You are, my life; to know that there is a chance of seeing you,
to hear from you, to do things to enough. [There is some error here.]
I shall try to see you soon. Write to me as often as you can. God
bless you, thou voice of my heart!—Jan. 2, 1854.
Flo.—Thou voice of my heart! How I do love you! How are you? Shall
you be laid up this spring? I can see you walking with your darling.
What would I give to be with you! Thanks for your last letter. I fear
nothing but separation from you. You are my world, my life, my hope.
Thou more than life, farewell! God bless you!—Jan. 6, 1854.
Flo.—I fear, dearest, our cipher is discovered: write at once to your
friend “Indian Shawl” (P.O.), Buckingham, Bucks.—Jan. 7, 1845.
The advertisement of January 7th is written in a great fright, and refers
to the discovery and exposure of the cipher in the Times newspaper; for
whenever the aforesaid philosophers perceive that a secret correspondence
has arrived at a critical point they charitably insert a marplot
advertisement in the same cipher. The “Flo” intrigue was carried on in
figures, the key to which is as follows:—
| 0 |
|
1 |
|
2 |
|
3 |
|
4 |
|
5 |
|
6 |
|
7 |
|
8 |
|
9 |
| y. |
|
u. |
|
o. |
|
i. |
|
e. |
|
a. |
|
d. |
|
k. |
|
h. |
|
f. |
| s. |
|
t. |
|
n. |
|
m. |
|
r. |
|
l. |
|
d. |
|
g. |
|
w. |
|
p. |
| x. |
|
c. |
|
b. |
| |
|
v. |
The reader will perhaps remember another mad-looking advertisement which
appeared in the year 1853, headed “Cenerentola.” The first, dated Feb.
2nd, we interpret thus:—
Cenerentola, I wish to try if you can read this, and am most anxious
to hear the end, when you return, and how long you remain here. Do
write a few lines, darling, please: I have been very far from happy
since you went away.
One of the parties cannot frame an adequate explanation of some delicate
matter clearly, as we find on the 11th the following:—
Cenerentola, until my heart is sick have I tried to frame an
explanation for you, but cannot. Silence is safest, if the true cause
is not suspected; if it is, all stories will be sifted to the bottom.
Do you remember our cousin’s first proposition?—think of it.
The following, which appeared on the 19th of the same month, is written in
plain language, and is evidently a specimen of the marplot advertisement
before alluded to:—
Cenerentola, what nonsense! Your cousin’s proposition is absurd. I
have given an explanation—the true one—which has perfectly satisfied
both parties—a thing which silence never could have effected. So no
more such absurdity.
The secret of this cipher consisted in representing each letter by the
twenty-second onward continually. One more specimen of these singular
advertisements and we have done. On Feb. 20, 1852, there appeared in the
Times the following mysterious line:—
Tig tjohw it tig jfhiirvola og tig psgvw.—F. D. N.
The general reader, doubtless, looked upon this jumble of letters with
some such a puzzled air as the mastiff gives the tortoise in a very
popular French bronze; but not being able to make anything out of it,
passed on to the more intelligible contents of the paper. A friend of
ours, however, was curious and intelligent enough to extract the plain
English out of it, though not without much trouble, as thus:—If we take
the first word of the sentence, Tig, and place under its second letter i
the one which alphabetically precedes it, and treat the next letters in a
similar manner, we shall have the following combination:—
Reading the first letters obliquely we have the article “The;” if we treat
the second word in the same manner, the following will be the result:—
| T |
|
j |
|
o |
|
h |
|
w |
| |
i. |
|
n. |
|
g. |
|
v. |
| |
m. |
|
f. |
|
u. |
| |
e. |
|
t. |
| |
s. |
which, read in the same slanting way, produces the word Times, and the
whole sentence, thus ingeniously worked out, gives up its latent and
extraordinary meaning, thus—
“The Times is the Jefferies of the press.”
What could have induced any one to take so much trouble thus to plant a
hidden insult into the leading journal, we cannot divine. “East,” “He
Blew,” “Willie and Fanny,” “Dominoes,” and “My darling A.,” need not feel
uncomfortable although we know their secrets. We have said quite enough to
prove to these individuals that such ciphers as they use, are picked
immediately by any cryptographic Hobbs; indeed, all systems of writing
which depend upon transmutations of the letters of the alphabet, or the
substitution of figures for letters, such as we generally find in the
Times, are mere puzzles for children, and not worthy of the more cunning
or finished in the art.
It is not to be expected, with all the caution exhibited by the morning
papers to prevent the insertion of swindling advertisements that rogues do
not now and then manage to take advantage of their great circulation for
the sake of forwarding their own nefarious schemes. Sir Robert Carden has
just done good service by running to earth the Mr. Fynn, who for years has
lived abroad in splendour at the expense of the poor governesses he
managed to victimize through the advertising columns of the Times. One’s
heart sickens at the stream of poor young ladies his promises have dragged
across the continent, and the consequences which may have resulted from
their thus putting their reputation as well as their money into his power.
Such scandalous traps as these are, of course, rare; but the papers are
full of minor pitfalls, into which the unwary are continually falling,
sometimes with their eyes wide open. Of the latter class are the
matrimonial advertisements; here is a specimen of one of the most artful
of its kind we ever remember to have seen:—
To girls of fortune—matrimony.—A bachelor, young, amiable, handsome,
and of good family, and accustomed to move in the highest sphere of
society, is embarrassed in his circumstances. Marriage is his only
hope of extrication. This advertisement is inserted by one of his
friends. Ingratitude was never one of his faults, and he will study
for the remainder of his life to prove his estimation of the
confidence placed in him.—Address, post-paid, L. L. H. L., 47, King
Street, Soho.—N.B. The witticisms of cockney scribblers deprecated.
The air of candour, and the taking portrait of the handsome bachelor,
whose very poverty is converted into a charm, is cleverly assumed. An
announcement of a much less flattering kind, but probably of a more
genuine and honourable nature, was published in Blackwood some time ago,
which we append, as, like Landseer’s dog-pictures, the two form a capital
pair illustrative of high and low life.
Matrimonial advertisement.—I hereby give notice to all unmarried
women, that I, John Hobnail, am at this writing five-and-forty, a
widower, and in want of a wife. As I wish no one to be mistaken, I
have a good cottage, with a couple of acres of land, for which I pay
2l. a year. I have five children, four of them old enough to be in
employment; three sides of bacon, and some pigs ready for market. I
should like to have a woman fit to take care of her house when I am
out. I want no second family. She may be between forty and fifty if
she likes. A good sterling woman would be preferred, who would take
care of the pigs.
The following is also matter of fact, but it looks suspicious:—
Matrimony to milliners and dressmakers. A young man about to EMIGRATE
to South Australia would be happy to form an alliance with a young
woman in the above line possessing 60l. or 100l. property. Any one
so disposed, by applying by letter (post-paid) to T. Hall, 175, Upper
Thames Street, till Saturday next, appointing an interview, may depend
on prompt attention and strict secrecy.—Times, 1845.
The matrimonial bait is so obviously a good one, that of late years we see
advertisements of institutions, at which regular lists of candidates for
the marriage state, both male and female, are kept, together with
portraits, and a ledger in which pecuniary and mental qualifications are
neatly posted. Such springes are only suited, however, for the grossest
folly; but there is another class of advertisements which empties the
pockets of the industrious and aspiring in a very workmanlike manner: we
allude to such as the following:—
Gentlemen having a respectable circle of acquaintance may hear of
means of INCREASING their INCOME without the slightest pecuniary risk,
or of having (by any chance) their feelings wounded. Apply for
particulars, by letter, stating their position, &c., to W. R., 37,
Wigmore Street, Cavendish Square.
Gentlemen whose feelings are so delicate that they must not be injured on
any consideration, who nevertheless have a desire for lucre, we recommend
not to apply to such persons, unless they wish to receive for their pains
some such a scheme as was forwarded to a person who had answered an
advertisement (enclosing, as directed, thirty postage-stamps) in Lloyd’s
Weekly Journal, headed “How to make 2l. per week by the outlay of
10s.”:—
“First purchase 1 cwt. of large-sized potatoes, which may be obtained
for the sum of 4s., then purchase a large basket, which will cost
say another 4s., then buy 2s. worth of flannel blanketing, and
this will comprise your stock in trade, of which the total cost is
10s. A large-sized potato weighs about half a pound, consequently
there are 224 potatoes in a cwt.
“Take half the above quantity of potatoes each evening to a baker’s,
and have them baked; when properly cooked put them in your basket,
well wrapped up in the flannel to keep them hot, and sally forth and
offer them for sale at one penny each. Numbers will be glad to
purchase them at that price, and you will for certain be able to sell
half a cwt. every evening. From the calculation made below you will
see by that means you will be able to earn 2l. per week. The best
plan is to frequent the most crowded thoroughfares, and make good use
of your lungs; thus letting people know what you have for sale. You
could also call in at each public-house on your way, and solicit the
patronage of the customers, many of whom would be certain to buy of
you. Should you have too much pride to transact the business yourself
(though no one need be ashamed of pursuing an honest calling), you
could hire a boy for a few shillings a week, who could do the work for
you, and you could still make a handsome profit weekly.
“The following calculation proves that 2l. per week can be made by
selling baked potatoes:—
“1 cwt., containing 224 potatoes, sold in two evenings, at 1d. each |
|
£0 |
|
18 |
|
8 |
| Deduct cost |
|
0 |
|
4 |
|
0 |
| |
£0 |
|
14 |
|
8 |
| |
|
|
|
|
3 |
| Six evenings’ sale |
|
£2 |
|
4 |
|
0 |
Pay baker at the rate of 8d. per evening for baking potatoes |
|
0 |
|
4 |
|
0 |
| Net profit per week |
|
£2 |
|
0 |
|
0” |
One more specimen of these baits for gudgeon, and we have done. We
frequently see appeals to the benevolent for the loans of small sums. Some
of these are doubtless written by innocent persons in distress, who
confide in the good side of human nature; and we have been given to
understand that in many cases this blind confidence has not been
misplaced; for there are many Samaritans who read the papers nowadays, and
feel a romantic pleasure in answering such appeals: at the same time, we
are afraid that the great majority of them are gross deceptions. The
veritable whine of “the poor broken-down tradesman” who makes a habit of
visiting our quiet streets and appealing, in a very solemn voice, to “my
brethren” for the loan of a small trifle, whilst he anxiously scans the
windows for the halfpence, is observable, for instance, in the following
cool appeal:—
To the benevolent.—A Young Tradesman has, from a series of
misfortunes, been reduced to the painful necessity of asking for a
trifling SUM to enable him to raise 10l. to save himself from
inevitable ruin and poverty; or if any gentleman would lend the above
it would be faithfully repaid. Satisfactory references as to the
genuineness of this case.—Direct to A.Z., Mr. Rigby’s, Post-Office,
Mile-end Road.
The receipt of conscience-money is constantly acknowledged in
advertisements by the Chancellor of the Exchequer of the day, and the sums
which in this manner find their way into the Exchequer are by no means
inconsiderable. It is honourable to human nature, amid all the roguery we
have exposed, to find that now and then some conscience is touched by a
very small matter, and that great trouble and no little expense is often
gone to in order that others may not suffer through the inadvertency or
carelessness of the advertiser. The following is a delicate example:—
To hackney-coachmen.—About the month of March last, a gentleman from
the country took a coach from Finsbury Square, and accidentally broke
the glass of one of its windows. Being unwell at the time, the
circumstance was forgotten when he quitted the coach, and it would now
be a great relief to his mind to be put in a situation to pay the
coachman for it. Should this meet the eye of the person who drove the
coach, and he will make application to A. B., at Walker’s Hotel, Dean
Street, Soho, any morning during the next week, before eleven o’clock,
proper attention will be paid to it.—Times, 1842.
The more curious advertisements which from time to time appear in the
public journals, but particularly in the Times, do not admit of
classification; and they are so numerous, moreover, that if we were to
comment upon one tithe of those that have appeared within the last six
years, we should far exceed the limits of this article. We make no
apology, therefore, for stringing together the following very odd lot:—
Do you want a servant?—Necessity prompts the question.—The
advertiser OFFERS his SERVICES to any lady or gentleman, company, or
others, in want of a truly faithful confidential servant in any
capacity not menial, where a practical knowledge of human nature, in
various parts of the world, would be available. Could undertake any
affair of small or great importance, where talent, inviolable secrecy,
or good address would be necessary. Has moved in the best and worst
societies without being contaminated by either; has never been a
servant; begs to recommend himself as one who knows his place; is
moral, temperate, middle-aged; no objection to any part of the world.
Could advise any capitalist wishing to increase his income, and have
the control of his own money. Could act as secretary or valet to any
lady or gentleman. Can give advice or hold his tongue, sing, dance,
play, fence, box, or preach a sermon, tell a story, be grave or gay,
ridiculous or sublime, or do anything, from the curling of a peruke to
the storming of a citadel, but never to excel his master.—Address, A.
B. C., 7, Little St. Andrew Street, Leicester Square.—Times, 1850.
The Mighty Angel’s Midnight Roar.—“Behold the Bridegroom cometh, go
ye out to meet him.” This awful cry, as is demonstrated, will very
shortly be heard, viz.: at the commencement of “the great day (or
year) of God’s wrath,” or the last of the 2,300 days (or years) in
Daniel’s prophecy. By the authors of “Proofs of the Second Coming of
Messiah at the Passover in 1848.” Price 6d. Fourth Edition.
This is a Muggletonian prophecy of the destruction of the world at a
certain date. The prediction failed, however, and the prophet found it
necessary to explain the reason:—
The Mighty Angel’s Midnight Roar.—The authors, owing to their
disappointment, most sedulously investigated its cause, and instantly
announce its discovery. Daniel’s vision, in chap. 8, was for 2,300
years, to the end of which (see 5-12) the “little horn” was to
practise and prosper, after which comes the year of God’s wrath, which
was erroneously included in the 2,300 years, and thus the midnight cry
will be a year later than stated.—Times, 1851.
To P. Q. How Is Your Mother? I shan’t inquire further, and must
decline entering upon the collateral branches of the family.—Times,
1842.
To Widowers and Single Gentlemen.—WANTED, by a lady, a SITUATION to
superintend the household and preside at table. She is agreeable,
becoming, careful, desirable, English, facetious, generous, honest,
industrious, judicious, keen, lively, merry, natty, obedient,
philosophic, quiet, regular, sociable, tasteful, useful, vivacious,
womanish, xantippish, youthful, zealous, &c.—Address, X. Y. Z.,
Simmond’s Library, Edgeware Road.—Times.
The Title of an Ancient Baron. Mr. George Robins is empowered to SELL
the TITLE and DIGNITY of a BARON. The origin of the family, its
ancient descent, and illustrious ancestry, will be fully developed to
those and such only as desire to possess this distinguished rank for
the inconsiderable sum of 1,000l. Covent-garden Market.—Times,
1841.
Postage stamps. A young lady, being desirous of covering her
dressing-room with cancelled POSTAGE STAMPS, has been so far
encouraged in her wish by private friends as to have succeeded in
collecting 16,000! these, however, being insufficient, she will be
greatly obliged if any good-natured persons who may have these
(otherwise useless) little articles at their disposal would assist in
her whimsical project. Address to E. D., Mr. Butt’s, glover,
Leadenhall Street; or Mr. Marshall’s, jeweller, Hackney.—Times,
1841.
To the Theatrical Profession.—WANTED, for a Summer Theatre and
Circuit, a Leading Lady, Singing Chambermaid, First Low Comedian,
Heavy Man, Walking Gentleman, and one or two Gentlemen for Utility. To
open July 9th.
Address (enclosing Stamp for reply) to Mr. J. Windsor, Theatre Royal,
Preston, Lancashire.—Era, July 1, 1855.
Wanted a Man and his Wife to look after a Horse and Dairy with a
religious turn of mind without any incumbrance.
The variety is perhaps as astonishing as the number of advertisements in
the Times. Like the trunk of an elephant, no matter seems too minute or
too gigantic, too ludicrous or too sad, to be lifted into notoriety by the
giant of Printing-house Square. The partition of a thin rule suffices to
separate a call for the loan of millions from the sad weak cry of the
destitute gentlewoman to be allowed to slave in a nursery “for the sake of
a home.” Vehement love sends its voice imploring through the world after a
graceless boy, side by side with the announcement of the landing of a
cargo of lively turtle, or the card of a bug-killer. The poor lady who
advertises for boarders “merely for the sake of society” finds her “want”
cheek-by-jowl with some Muggletonian announcement gratuitously calculated
to break up society altogether, to the effect that the world will come to
an end by the middle of the next month. Or the reader is informed that for
twelve postage stamps he may learn “How to obtain a certain fortune,”
exactly opposite an offer of a bonus of 500l. to any one who will obtain
for the advertiser “a Government situation.” The Times reflects every
want, and appeals to every motive which affects our composite society. And
why does it do this? Because of its ubiquity: go where we will, there,
like the house-fly or the sparrow, we find it. The porter reads it in his
beehive-chair, the master in his library; Green, we have no doubt, takes
it with him to the clouds in his balloon, and the collier reads it in the
depths of the mine; the workman at his bench, the lodger in his two-pair
back, the gold-digger in his hole, and the soldier in the trench, pore
over its broad pages. Hot from the press, or months old, still it is read.
That it is, par excellence, the national paper, and reflects more than
any other the life of the people, may be gathered from its circulation.
They show in the editor’s room a singular diagram, which indicates by an
irregular line the circulation day by day and year by year. On this sheet
the gusts of political feeling and the pressure of popular excitement are
as minutely indicated as the force and direction of the wind are shown by
the self-registering apparatus in Lloyd’s Rooms. Thus we find that in the
year 1845 it ran along at a pretty nearly dead level of 23,000 copies
daily. In 1846—for one day, the 28th of January, that on which the report
of Sir Robert Peel’s statement respecting the Corn Laws appeared—it rose
in a towering peak to a height of 51,000, and then fell again to its old
number. It began the year 1848 with 29,000, and rose to 43,000 on the 29th
of February—the morrow of the French revolution. In 1852 its level at
starting was 36,000, and it attained to the highest point it has yet
touched on the 19th of November, the day of the Memoir of the Great Duke,
when 69,000 copies were sold. In January, 1853, the level had arisen to
40,000; and at the commencement of the present year it stood at 58,000, a
circulation which has since increased to 60,000 copies daily!
Notwithstanding all the disturbing causes which make the line of its
circulation present the appearance of hill and dale, sometimes rising into
Alp-like elevations, its ordinary level at the beginning of each year for
some time past has constantly gone on advancing; insomuch that within ten
years its circulation has more than doubled by 7,000 daily.
This vigorous growth is the true cause of that wonderful determination of
advertisements to its pages, which have overflowed into a second paper, or
supplement, as it was formerly called. That this success has been fairly
won, we have never ourselves doubted; but a fact has come to our knowledge
which will pretty clearly prove that this great paper is conducted on
principles which are superior to mere money considerations; or rather its
operations are so large that it can afford to inflict upon itself
pecuniary losses, such as would annihilate any other journal, in order to
take a perfectly free course. In the year 1845, when the railway mania was
at its height, the Times advertising sheet was overrun with projected
lines, and many a guess was made, we remember, at the time as to their
probable value; but high as the estimates generally were, they came far
short of the truth. We give the cash and credit returns of advertisements
of all kinds for nine weeks:—
| Sept. |
6 |
|
£2839 |
|
14 |
|
0 |
| " |
13 |
|
3783 |
|
12 |
|
0 |
| " |
20 |
|
3935 |
|
7 |
|
6 |
| " |
27 |
|
4692 |
|
7 |
|
0 |
| Oct. |
4 |
|
6318 |
|
14 |
|
0 |
| " |
11 |
|
6543 |
|
17 |
|
0 |
| " |
18 |
|
6687 |
|
4 |
|
0 |
| " |
25 |
|
6025 |
|
14 |
|
6 |
| Nov. |
1 |
|
3230 |
|
3 |
|
6 |
During the greater part of the time that the proprietors were reaping this
splendid harvest from the infatuation of the people, the heaviest guns
were daily brought to bear from the leading columns upon the bubbles which
rose up so thickly in the advertising sheet. The effect of their fire may
be measured by the falling off of nearly 3,000l. in the returns for a
single week. A journal which could afford to sacrifice such a revenue to
its independence, certainly deserved some consideration from the
Government; but, on the contrary, it appears to have been singled out for
annoyance by the act which relates to newspapers. We see certain trees on
our lawns whose upshooting branches are by ingenious gardeners trained
downwards, and taught to hold themselves in a dependent condition by the
imposition of weights upon their extremities. The state gardeners have
applied the same treatment to the journal in question, by hanging an extra
halfpenny stamp upon every copy of its issue—a proceeding which, in our
opinion, is as unfair as it is injudicious: and this they will find in the
future, when the crowd of mosquito-like cheap journals called forth by the
measure, and supported by the very life-blood of the leading journal,
begin to gather strength and to attack Whiggery with their democratic
buzz.
We have dwelt chiefly upon the advertising sheet of the Times, because
it is the epitome of that in all the other journals. It must be mentioned,
however, that some of the morning and weekly papers lay themselves out
for class advertisements. Thus the Morning Post monopolizes all those
which relate to fashion and high life; and the Morning Advertiser, the
paper of the licensed victuallers, aggregates to itself every announcement
relating to their craft. Bell’s Life is one mass of advertisements of
various sports; the Era is great upon all theatricals; the Athenæum
gathers to itself a large proportion of book advertisements. The
Illustrated News among the weeklies, like the Times among the dailies,
towers by the head above them all. A hebdomadal circulation of 170,000
draws a far more cosmopolitan collection of announcements to its pages
than any of its contemporaries can boast. We have said nothing of the
advertisements in the provincial journals; but it is gratifying to find
that they have more than kept pace with those which have appeared in the
metropolitan papers. Their enormous increase is best shown by the returns
of the advertisement duty; from which it appears that in 1851 no less than
2,334,593 advertisements were published in the journals of Great Britain
and Ireland—a number which has vastly augmented since the tax upon them
has been repealed.
It is curious to see the estimate which the different journals place upon
themselves as mediums of publicity, by comparing their charges for the
same advertisement. Thus the contents of the Quarterly Review for
January, 1855, precisely similar as far as length is concerned, was
charged for insertion as an advertisement by the different papers as
follows:—Times, 4s.; Illustrated News, 1l. 8s.; Morning
Chronicle, 5s. 6d.; Morning Post, 6s.; Daily News, 5s. 6d.;
Spectator, 7s. 6d.; Morning Herald, 6s.; Punch, 15s.; Observer,
9s. 6d.; English Churchman, 5s. 6d.; Examiner, 3s. 6d.; John Bull,
5s. 6d.; Athenæum, 10s. 6d. Now the Times did not “display” the
advertisement as all the others did, it is true, and therefore squeezed it
into half the space; but with this difference, its charge was absolutely
the lowest in the list, with the single exception of that of the
Examiner. How this moderation on the part of the Leading Journal is to
be accounted for we know not; but the apparent dearness of the
Illustrated News meets a ready solution, and affords us an opportunity
of showing how vastly the prime cost of an advertisement, during the
present high price of paper especially, is augmented by a great increase
of the circulation of the paper in which it appears, and what the
advertiser really gets for his money. If we take the advertisement of our
contents (Quarterly Review), it will be found to measure about one inch
in depth; it is obvious, then, that we must multiply this measure by
170,000, the number of separate copies in which it appeared. Now 170,000
inches yield a strip of printed paper the width of a newspaper
column—upwards of two miles and three-quarters long! Thus we have at a
glance the real amount of publicity which is procurable in a great
journal; and with so remarkable a statement it will be well to close our
paper.