the others whom constant practice has made wary, lay out their money on quite a different principle from that of the casual advertiser. They have learned their lesson, and if they pay extra for position or insertion, they know that their outlay is remunerative; whereas, if it were not governed by caution and system, it would be simply ruinous. In fact, advertising is a most expensive luxury if not properly regulated, and a most valuable adjunct when coolness and calculation are brought to bear upon it as accessories.

The heavy duties originally imposed upon newspapers, both on them and their advertisements, were at first a considerable check to the number of notices appearing in them. For, in the first place, the high price of the papers narrowed the limits of their application; and, in the second, the extra charge on the advertisements made them above the reach of almost all but those who were themselves possessed of means, or whose business it was to pander to the unholy and libidinous desires of the wealthy. This, we fancy, will be extensively proved by a reference to the following pages; for while it is our endeavour to keep from this book all really objectionable items, we are desirous that it shall place before the reader a true picture of the times in which the advertisements appeared; and we are not to be checked in our duty by any false delicacy, or turned from the true course by any squeamishness, which, unfortunately for us in these days, but encourages the vices it attempts to ignore.

The stamp duty on newspapers was first imposed in 1713, and was one halfpenny for half a sheet or less, and one penny "if larger than half a sheet and not exceeding a whole sheet." This duty was increased a halfpenny by an Act of Parliament, 30 Geo. II. c. 19; and by another Act, 16 Geo. III. c. 34, another halfpenny was added to the tax. This not being considered sufficient, a further addition of a halfpenny was made (29 Geo. III. c. 50), and in the thirty-seventh year of the same wise monarch's reign (c. 90) three-halfpence more was all at once placed to the debit

of newspaper readers, which brought the sum total of the duty up to fourpence. An Act of 6 & 7 Will. IV. c. 76 reduced this duty to one penny, with the proviso, however, that when the sheet contained 1550 superficial inches on either side, an extra halfpenny was to be paid, and when it contained 2295, an extra penny. An additional halfpenny was also charged on a supplement, which may be regarded, when the use of supplements in the present day is taken into consideration, as an indirect tax on advertisements. In 1855, by an Act 18 & 19 Vict. c. 27, this stamp duty was abolished, and immediately an immense number of newspapers started into existence, most of which, however, obtained but a most ephemeral being, and died away, leaving no sign. There are, however, a large number of good and useful papers still flourishing, which would never have been published but for the repeal of the newspaper stamp duty. To such repeal many rich men owe their prosperity, while to the same source may now be ascribed the poverty of numbers who were once affluent. At this time, of course, the old papers also reduced their rates, and from thence has grown a system of newspaper reading and advertising which twenty years ago could hardly have been imagined. Up to the repeal of the stamp duty few people bought newspapers for themselves, and many newsvendors' chief duty was to lend the Times out for a penny per hour, while a second or third day's newspaper was considered quite a luxury by those whom business or habit compelled to stay at home, and therefore who were unable to glance over the news-generally while some impatient person was scowlingly waiting his turn-at the tavern bar or the coffeehouse. Now almost every one buys a penny paper for himself, and with the increase in the circulation of newspapers has, in proportionate ratio, gone on the increase in the demand for advertisements. The supply has, as every one knows, been in no way short of the demand. The repeal of the paper duty in 1861 also affected newspapers

much, though naturally in a smaller degree than the abolition of the compulsory stamp. Still the effect on both the papers and their advertisements-especially as concerns those journals which were enabled to still farther reduce their rates-was considerable, and deserves to be noted. In September 1870 the compulsory stamp, which had been retained for postal purposes, was abolished, and on the 1st of October papers were first sent by post with a halfpenny stamp affixed on the wrappers, and not on the journals themselves.

But it was to the abolition of the impost upon advertisements that their present great demand and importance can be most directly traced. For many years a very heavy tax was charged upon every notice published in a paper and paid for, until 1833 no less than 3s. 6d. being chargeable upon each advertisement inserted, no matter what its length or subject-matter. People then, we should imagine—in fact, as application to the papers of that time proves—were not so fond of cutting a long advertisement into short and separate pieces as they are now, for every cut-off rule then meant a charge of 3s. 6d. In 1832, the last year of this charge, the produce of this branch of the revenue in Great Britain and Ireland amounted to £170,649. Fancy what the returns would be if 3s. 6d. were charged on every advertisement published throughout the United Kingdom for the year ending December 31, 1873! It seems almost too great a sum for calculation. There is no doubt, however, that many people would be very glad to do the figures for a very slight percentage on the returns, which would be fabulous, and which would, if properly calculated, amaze many of those laudatores temporis acti who, without reason or provocation, are always deploring the decay of everything, and who would unhesitatingly affirm in their ignorance that even newspapers and newspaper advertisements have deteriorated in tone and quantity since the good old times, of which they prove they know nothing by their persistent

praises. Certainly if they did say this, they would not be much more wrong than they are generally when lamenting over a period which, could it but return, they would be, as a rule, the very first to object to. Of the sum of £170,649 just referred to, about £127,986, or three-fourths of the whole, may be regarded as being drawn from newspapers, and the other fourth from periodical publications. In 1837, four years after the reduced charge of is. 6d. for each advertisement had become law, a table was compiled from the detailed returns of the first six months. As it will doubtless prove interesting to those who take an interest in the growth and increase of newspapers, as well as in those of advertisements, we append it :

The reduction to which we have alluded was followed in 1853 by the total abolition of the advertisement duty, the effect of which can be best appreciated by a glance at the columns of any daily or weekly paper, class or general, which possesses a good circulation.

The first paper published in Ireland was a sheet called Warranted Tidings from Ireland, and this appeared during

the rebellion of 1641; but the first Irish newspaper worthy of the name was the Dublin Newsletter, commenced in 1685. Pue's Occurrences, a Dublin daily paper, originated in 1700, was continued for half a century, and was followed in 1728 by another daily paper, Faulkner's Journal, established by one George Faulkner, a man celebrated for the goodness of his heart and the weakness of his head." The oldest existing Dublin papers are Saunders's (originally Esdaile's) Newsletter, begun in 1744, and the Freeman's Journal, instituted under the title of the Public Register, by Dr Lucas in 1755. The Limerick Chronicle, the oldest Irish provincial newspaper, dates from 1768. Ireland has now nearly 150 newspapers, most of them celebrated for the energy of their language and the extreme fervour of their political opinions. Their Conservatism and Liberalism are nearly equally divided; about a score take independent views, and nearly fifty completely eschew politics. Irish newspapers flourish as vehicles for advertisement, and their tariffs are about on a par with those of our leading provincial journals.

Colonial newspapers are plentiful and good, and the best of them filled with advertisements of a general character at fairly high rates. Those papers published in Melbourne are perhaps the best specimens of colonial journalism, and best among these are the Argus and Age (daily), and the Australasian and Leader (weekly). In fact, we have hardly a weekly paper in London that is fit to compare on all-round merits with the last-named, which is a complete representative of the best class of Australian life, and contains a great show of advertisements, which do much to enlighten the reader as to Antipodean manners and customs.

American newspapers are of course plentiful, and their advertisements, as will be shown during the progress of this volume, are often of an almost unique character. Throughout the United States, newspapers start up like rockets, to fall like sticks; but now and then a success is made, and if once Fortune is secured by an adventurous