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"The merchants of New Orleans are far more liberal in advertising than those of your city, and it is they alone which support most of our papers. One firm in this city, in the drug business, expends 20,000 dollars a year in job printing, and 30,000 dollars in advertising. A clothing firm has expended 50,000 dollars in advertising in six months. Both establishments are now enjoying the lion's share of patronage, and are determined to continue such profits and investments. A corn doctor is advertising at over 10,000 dollars a month, and the proprietor of a 'corner grocery' on the outskirts of the city has found it advantageous to advertise to the extent of 7000 dollars during the past winter."

In London the Times and Telegraph absorb the lion's share of the advertiser's money. The former, the leading journal of the day, of independent politics and magnificent proportions, stands forth first, and, to use a sporting phrase, has no second, so far is it in front of all others as regards advertisements, as well as on other grounds. An average number of the Times contains about 2500 advertisements, counting between every cut-off rule; and the receipts in the advertisement department are said to be about ^1000 a day, or 8s. each. A number of the Daily Telegraph in December 1873 contains 1444 advertisements (also counting between every cut-off rule), and these may fairly be calculated to produce .£500 or thereabouts, the tariff being throughout little less than that of the Times; for what it lacks in power and influence the Telegraph is supposed to make up in circulation. This is rather a change for the organ of Peterborough Court, which little more than eighteen years ago was started with good advertisements to the extent of seven shillings and sixpence. The Telegraph proprietors do not, however, get all the profit out of the advertisements, for in its early and struggling days they were glad, naturally, to close with advertisement agents, who agreed to take so many columns a day at the then trade price, and who now have a vast deal the best of the bargain. To such lucky accidents, which occur often in the newspaper world, are due the happy positions of some men, who live upon the profits accruing from their columns, and ride in neat broughams, oblivious of the days when they went canvassing afoot, and have almost brought themselves to the belief that they are gentlemen, and always were such. This must be the only bitter drop in the cup of the otherwise happy possessors of the Telegraph, which is at once a mine of wealth to them, and an instrument by which they become quite a power in the state. They can, however, well afford the lucky advertisement-agents their profits, and, looking back, may rest satisfied that things are as they are.

But there are many daily papers in London besides the Times and Telegraph, and all these receive a plentiful share of advertisements. The Standard has, within the past few years, developed its resources wonderfully, and may be now considered a good fair third in the race for wealth, and not by any means a distant third, so far as the Telegraph is concerned. This paper has a most extensive circulation, being the only cheap Conservative organ in London, if we may except the Hour, and as it offers to advertisers a repetition of their notices in the Evening Standard, it is not surprising that, spacious as are its advertisement columns, it manages to fill them constantly, and at a rate which would have considerably astonished its old proprietors. The Daily News, which a few years back reduced its price to one penny, has, since the Franco-Prussian war, been picking up wonderfully, and with its increased health as a paper its outer columns have proportionally improved in appearance; many experienced advertisers have a great regard for the Ncivs, which they look upon as offering a good return for investments. The Morning Advertiser, as the organ of the licensed victuallers, is of course an invaluable medium of inter-communication among members of "the trade," and in it are to be found advertisements of everything to be obtained in connection with the distillery, the brewery, and the tavern. Publicans who want potboys, and potboys who want employers, barmaids, barmen, and people in want of "snug" businesses, or with "good family trades" to dispose of, all consult the 'User, which is under the special supervision of a committee of licensed victuallers, who act as stewards, and annually hand over the profits to the Licensed Victuallers' School. An important body is this committee, a body which feels that the eye of Europe is upon it, and which therefore takes copious notes of everything; is broad wideawake, and is not to be imposed on. But it is a kindly and beneficent body, as its purpose shows; and a little licence can well be afforded to a committee which gives its time and trouble, to say nothing of voting its money, in the interest of the widow and the fatherless. A few years back great fun used to be got out of the 'Tiser, or the "Gin and Gospel Gazette," as it was called, on account of its peculiar views on current questions; but all that is altered now, and since the advent of the present rdgime the Advertiser has improved sufficiently to be regarded as a general paper, and therefore as a general advertising medium. The Hour is a new journal, started in opposition to the Standard, and professing the same politics. It is hardly within our ken so far, and the same may be said of the Morning Post, which has its own exclusive clientele. In referring to the foregoing journals, we have made no remarks beyond those to which we are guided by their own published statements, and we have intended nothing invidious in the order of selection. For obvious reasons we shall say nothing of the evening papers, beyond that all seem to fill their advertisement columns with ease, and to be excellent mediums of publicity.

The weekly press and the provincial press can tell their own story without assistance. In the former the advertisements are fairly classed, according to the pretensions of the papers or the cause they adopt, while with the provincials it is the story of the London dailies told over again. Manchester and Liverpool possess magnificent journals, full of advertisements and of large circulation, and so do all other large towns in the country; but we doubt much if, out of London, Glasgow is to be beaten on the score of its papers or the energy of its advertisers.

CHAPTER II.

INTRODUCTORY—STREET AND GENERAL
ADVERTISING.

IT seems indeed singular that we are obliged to regard advertising as a comparatively modern institution; for, as will be shown in the progress of this work, the first advertisement which can be depended upon as being what it appears to be was, so far as can be discovered, published not much more than two hundred years ago. But though we cannot find any instances of business notices appearing in papers before the middle of the seventeenth century, mainly because there were not, so far as our knowledge goes, papers in which to advertise, there is little doubt that the desire among tradesmen and merchants to make good their wares has had an existence almost as long as the customs of buying and selling, and it is but natural to suppose that advertisements in some shape or form have existed not only from time immemorial, but almost for all time. v^Signs over shops and stalls seem naturally to have been the first efforts in the direction of advertisements, and they go back to the remotest portions of the world's history/7 Public notices also were posted about in the first days of the children of Israel, the utterances of the kings and prophets being inscribed on parchments and exposed in the high places of the cities. It was also customary, early in the Christian era, for a scroll to be exhibited when any of the Passion or other sacred plays were about to be performed, and comparatively recently we have received positive intelligence that in Pompeii and similar places

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