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the Times gave. To other journals imitation alone was left. They might be more consistent politicians, but in the staple of a newspaper, to be nearly as good as the Times was their highest praise."
So much for the early struggles of the "Thunderer "—a title given to it from the powerful articles contributed to it by Edward Stirling—and as its later efforts in the cause of justice are shown in the Times scholarships at Oxford, as its very appearance betokens its vast importance, and as its history has been given by many much abler pens than ours, we will return to our subject.
In 1798, a house in Stanhope Street having been broken open and robbed, the following singular announcement was issued by the proprietor, and appeared in the Daily Advertiser ;—
TV If R. R of Stanhope Street, presents his most respectful Com
pliments to the Gentlemen who did him the honour of eating a couple of roasted Chickens, drinking sundry tankards of ale, and three bottles of old Madeira at his house, on Monday night.
In their haste they took away the Tankard, to which they are heartily welcome; to the Tablespoons and the light Guineas which were in an old red morocco pocket-book, they are also heartily welcome; but in the said Pocket-book there were several loose Papers, which consisted of private Memorandums, Receipts, etc. can be of no use to his kind and friendly Visitors, but are important to him: he therefore hopes and trusts they will be so polite as to take some opportunity of returning them.
For an old family Watch, which was in the same Drawer, he cannot ask on the same terms j but if any could be pointed out by which he could replace it with twice as many heavy Guineas as they can get for it, he would gladly be the Purchaser. - W. R.
A few nights after, a packet, with the following letter enclosed, was dropped into the area of the house: "Sir,— You are quite a gemman. Not being used to your Madeira, it got into our upper works, or we should never have cribbed your papers; they be all marched back again with the red book. Your ale was mortal good; the tankard and spoons were made into a white soup, in Duke's Place, two hours afore daylite. The old family watch cases were at the same time made into a brown gravy, and the guts, new christened, are on their voyage to Holland. If they had not been transported, you should have them again, for you are quite the gemman; but you know, as they have been christened, and got a new name, they would no longer be of your old family. And soe, sir, we have nothing more to say, but that we are much obligated to you, and shall be glad to sarve and visit you, by nite or by day, and are your humble sarvants to command." Honour had then, it would appear, not quite departed from among thieves.
At the end of last century a provincial attorney advertised an estate for sale, or to be exchanged for another, stating that he was appointed Plenipotentiary to treat in the business; that he had ample credentials, and was prepared to ratify his powers; that he would enter into preliminaries either upon the principle of the statu quo or uti possidetis; that he was ready to receive the project of any person desirous to make the purchase or exchange, and to deliver his contreprojet and sine qua non, and, indeed, at once give his ultimatum, assuring the public that as soon as a definitive treaty should be concluded, it would be ratified by his constituent and duly guaranteed. He was evidently astonished at his own unexpected importance.
Some curious and amusing statistics of advertising in the second year of this century are given by Mr Daniel Stuart, at one time co-proprietor of the Morning Post with Coleridge, when it was in the meridian of its fame. He says: "The Morning Herald and the Times, then leading papers, were neglected, and the Morning Post, by vigilance and activity, rose rapidly. Advertisements flowed in beyond bounds. I encouraged the small miscellaneous advertisements in the front page, preferring them to any others, upon the rule that the more numerous the customers, the more independent and permanent the custom. Besides numerous and various
/ advertisements, I interest numerous and various readers looking out for employment, servants, sales, and purchasers, etc. eta Advertisements act and react. They attract readers, promote circulation, and circulation attracts advertisements. The Daily Advertiser, which sold to the public for twopence halfpenny, after paying a stamp-duty of three-halfpence, never had more than half a column of news; it never noticed Parliament, but it had the best foreign intelligence before the French Revolution. The Daily Advertiser lost by its publication, but it gained largely by its advertisements, with which it was crammed full. Shares in it sold by auction at twenty years' purchase. I recollect my brother Peter saying, that on proposing to a tradesman to take shares in a new paper, he was answered with a sneer and a shake of the head—« Ah I none of you can touch the Daily I' It was the paper of business, filled with miscellaneous advertisements, conducted at little expense, very profitable, and taken in by all public-houses, coffee-houses, etc., but by scarcely any private families. It fell in a day by the scheme of Grant, a printer, which made all publicans proprietors of a rival, the Morning Advertiser, the profits going to a publicans' benefit society; and they, of course, took in their own paper; —an example of the danger of depending on any class. Soon after I joined the Morning Post, in the autumn of 1795, Christie, the auctioneer, left it, on account of its low sale, and left a blank, a ruinous proclamation of decline. But in 1802 he came to me again, praying for readmission. At that time particular newspapers were known to possess particular classes of advertisements: the Morning Post, horses and carriages; the Public Ledger, shipping and sales of wholesale foreign merchandise; the Morning Herald and Times, auctioneers; the Morning Chronicle, books. All papers had all sorts of advertisements, it is true, but some were more remarkable than others for a particular class, and Mr Perry, who aimed at making the Morning Chronicle a very literary paper, took pains to produce a striking dis