chiefly those of discretion, who may be his or her assistant, entring at the same time. And if any Gent. will take two children or half a dozen of equal age, whose capacity are not disproportionable, and let any Gent. take his choice, and leave to the abovenamed S. the other, and he is content to lose his reward, if he or his assistant makes not a greater and more visible improvement of the Latin tongue in the first three months time, than any Gent. whatsoever. Et quamquam nobili Germano est dedecori linguas profiteri, tamen non abscondi talenta mea quæ Deus mihi largitus est, sed ea per multos annos publicavi, et omnes tam divites quam paupores ad domum meam invitavi, sed surdas semper aures pulsavi, multos mihi invidos conciliavi, quos confidentia et sedulitate jam superavi. Omnes artes mechanicæ quotidie exco. luntur, artes vero liberales sunt veluti statua idolatrica quæ addorantur non promoventur. He intends to dispose of two copper plates containing the ground of the Latin tongue, and the highest bidder shall have them. Every one is to pay according to his quality from one guinea to 4 guineas per month, but he will readier agree by the great.

It is evident that Mr Switterda was of an accommodating disposition, and doubtless did well not only out of those who agreed by the great-a species of scholastic slang we are unable to understand positively, however much we may surmise-but out of those who were content, or were perforce compelled to put up, with the small. Here is another "high-falutin'" notice which appears in the same paper about a month later, and which shows that the advertiser is also possessed of a power of puffing his own goods which must have aroused the envy and admiration of other quacks, in an age when they were not only numerous but singularly fertile in expedient :

WHER

HEREAS in this degenerate age, Youth are kept so many years in following only the Latin tongue and many of them are quite discouraged Mr. Switterda offers a very easy, short, and delightful method, which is full, plain, most expeditious and effectual, without pedantry, resolving all into a laudable and most beneficial practice by which Gent. and Ladies, who can but spare to be but twice in a week with him, may in two years time learn Latin, French and High Dutch, not only to speak them truly and properly, but also to understand a classical author. Antisthenes, an eminent Teacher being ask'd why

he had so few scholars? answer'd Quoniam non compello, sed depello illos virga argentea. Mr. Switterda who loves qualitatem non quantitatem may say the same of a great many, except those who are scholars themselves, and love to give their children extraordinary learning, who have paid not only what he desired, but one, two, or three guineas above their quarteridge, and some more than he asked. He is not willing to be troubled with stubborn boys, or those of 8 or 9 years of age, unless they come along with one of more maturity, that shall be able to instruct them at home, and such as may be serviceable to the public in Divinity, Law and Physick, or teaching school. There is £20 offered for the two copper plates, and he that bids most shall have them. He teacheth Mondays, Wednesdays, and Fridays at his house in Arundel Street, next door above the Temple Passage, and the other three days in Panton Street, at the Bunch of Grapes near Leicester Fields, where you may have Latin and French Historical Cards, and a pack to learn Copia Verborum, which is a great want in many gentlemen. Every one is to pay according to his quality, from one Guinea to 4 Guineas per month. But poor Gent. and Ladies he will consider, chiefly when they agree by the great, or come to board with him.

How different from the puffing and pretentious announcements just given is the one of the same time which follows, as we read which we can hear the hum of the little country schoolroom, and see the master with his wig all awry, deep in snuff and study, the mistress keenly alive to the disposition of her girls, and the pupils of both sexes, as pupils are often even nowadays, intent upon anything but their lessons or work. London is forty miles away, and the coach is an object of wonder and admiration to the villagers, who look upon the pupils who have come from the great city with awe and reverence, while the master is supposed to diffuse learning from every pore in his body, and to scatter knowledge with every wave of his hand. The mistress is also an object of veneration, but her accomplishments are more within the ken of rustic folk, and she, good simple dame, who imagines her husband to be the most learned man in all the King, God bless him's, dominions, delights to talk about the clergymen they have educated, and has been the principal cause of his inditing and publishing this notice :—

ABOUT

UT forty miles from London is a schoolmaster has had such success with boys as there are almost forty ministers and schoolmasters that were his scholars. His wife also teaches girls lacemaking, plain work, raising paste, sauces, and cookery to a degree of exactness. His price is £10 or £11 the year, with a pair of sheets and one spoon, to be returned if desired; coaches and other conveniencies pass every day within half a mile of the house, and 'tis but an easy journey to or from London.

And with these proofs that the schoolmaster was very much abroad at the time, we will take leave of the seventeenth century.

CHAPTER VIII.

IT

EARLY PART OF EIGHTEENTH CENTURY.

T is now apparent that advertising has become recognised as a means of communication not only for the conveniencies of trade, but for political, lovemaking, fortune-hunting, swindling, and the thousand and one other purposes which are always ready to assert themselves in a large community. It is also evident that as years have progressed, advertising has become more and more necessary to certain trades, the principals in which a comparatively short time before would have scorned the idea of ventilating their wares through the columns of the public press. So it is therefore as well to notice the rates which were charged by some of the papers. This was before the duty was placed upon advertisements, when the arrangement was simply between one who wished a notice inserted in a paper, and another who possessed the power of making such insertion. It is of course impossible to tell what the rates were on all papers, but as some had notices of price per advertisement stated at foot, a fair estimate may be made. The first advertisements were so few that no notice was called for, and it was not until every newspaper looked forward to the possession of more or less that the plan of stating charges became common. About the period of which we are now writing, long advertisements were unknown; they generally averaged about eight lines of narrow measure, and were paid for at about a shilling each, with fluctuations similar in degree to those of the leading papers

of the present day. Various rules obtained upon various papers. One journal, the “Jockey's Intelligencer, or Weekly Advertisements for Horses and Second-Hand Coaches to be Bought and Sold," which appeared towards the end of the seventeenth century, charged "a shilling for a horse or coach for notification, and sixpence for renewing." Still later, the County Gentleman's Courant seems to have been the first paper to charge by the line, and in one of its numbers appears the following rather non-sequitous statement: "Seeing promotion of trade is a matter which ought to be encouraged, the price of advertisements is advanced to twopence per line." Very likely many agreed with the writer, who seems to have had a follower several years afterwards-a corn dealer, who during a great dearth stuck up the following notification: "On account of the great distress in this town, the price of flour will be raised one shilling per peck." But neither of these men meant what he said, though doubtless he thought he did.

The first advertisement with which we open the century is of a semi-religious character, and betrays a very inquiring disposition on the part of the writer. Facts of the kind required are, however, too stubborn to meet with publication at the request of everybody, and if Mr Keith and other controversialists had been trammelled by them, there is every probability that the inquiry we now republish would never have seen the light :

WHEREAS the World has been told in public papers and otherwise of numerous conversions of quakers to the Church of England, by means of Mr Keith and others, and whereas the quakers give out in their late books and otherwise, that since Mr Keith came out of America, there are not ten persons owned by them that have left their Society, Mr Keith and others will very much oblige the world in publishing a true list of their proselytes.

The foregoing is from the Postman of March 1701, and in July the same paper contains a very different notice, which will give an idea of the amusements then in vogue,