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The Overend Gurney & Co. Disaster.

LAMENTABLE CASE OF ETJIN AND DEATH.

THE "STANDARD " of the 29th ultimo, truly observes—

"Difficult indeed would it be to exaggerate the extent of the mischief that was done by the fall of the great house which had for generations stood firm as a rock * * * * nor would it be easy to adequately describe the woe and desolation, the loss and ruin, consequent upon the suspension and disastrous liquidation of the Company."

A more distressing case than the one in question it is impossible to conceive.— It is briefly told.—An old-established Linen Draper of the City of London, (Mr. Job Huckaback), had invested the Savings of a life-time in the Overend Gurney Scheme. The result is known. Still his Business remained, and he might have struggled on, but further calls being imminent, his last hope was crushed, so, Bankrupt and broken-hearted, he died,—leaving a wife and Ave young children to the mercy of fate.—

The Trade Creditors have done what they can by waiving all claims upon the Estate, and have generously resolved that the Stock shall be sold for the benefit of the Widow and Children.

THE STOCK, WHICH IS HIGHLY CHOICE AND
VALUABLE, HAS BEEN ENTRUSTED TO

MR. CHARLES MARTEL,

With prompt Orders TO REALISE AT ONCE ON
ANY TERMS.

The First Grand Sale Of Selected Goods Will Be Held In The

Large Assembly Room of the Hotel, N.W.

Ladies may avoid passing through the Hotel, hy presenting enclosed Card to Messenger at Private Door.)

On Monday, 1st, Tuesday, 2nd, Wednesday, 3rd, and Thursday, 4th March,

From Ten a.m. till Dusk each Day, closing on Thursday, at 5 p.m., prompt, not a minute later.

The Sale will be by Private Treaty, thus affording Ladies leisure to freely inspect. Although prices are quoted as a guide, No

OFFER WILL BE REJECTED, AS EVERYTHING MUST BE SOLD IN THE BRIEF TIME SPECIFIED.

CHAPTER XIX.

AMERICAN AND COLONIAL ADVERTISEMENTS.

IN such a go-ahead nation as the United States, it is only natural that advertising should be a very important feature of its business arrangements; and in perusing most of the papers which have travelled across the Atlantic, we find that our cousins have what are called much broader notions concerning the duties of advertisements than we have. The word broader we use in its conventional sense, and without any wish to take responsibility upon ourselves; for the so-called broader view is, after all, only the view which will be found expressed in those of our pages which contain notices published a hundred years ago. So that perhaps, after all, the broader view is our modern view; for it is, or certainly should be, the improved view. In course of time the American press may adopt the plan now in use here so far as regards all the papers which we consider representative, that of having an outward and visible show of decency in the advertisement columns, no matter what darkness or danger lurks beneath. With very few exceptions, the papers which come from the United States —we refer not to the hole-and-corner but to the high-class, which are widely read and disseminated among family circles —contain advertisements which would be rejected by the gutter journals of this country. A hundred years ago, as we have said and instanced, our papers were not at all particular, so long as they could get advertisements, what they took; now a sense of what is right and proper compels them to refuse many notices which would be highly paid for—would be paid any price for—and in time the American press will doubtless follow the self-abnegating example. The broadened view we think, therefore, is ours, yet our style is often referred to as narrow-minded. The narrow mind is that which sacrifices its honour and credit in its greed for immediate profit and hunger after the almighty dollar.

For many reasons there is a great difficulty in dealing with American advertisements. Sometimes they are too long for quotation, at other times they are too broad; and very often one is not quite sure whether or not it is a really bona fide advertisement he is reading, or only an expression of gratitude from an editor for the favours he has received or fondly anticipates. American editors have peculiar notions on the subject of advertisements and the duties of advertisers. In a New York journal which boldly announces itself as the American Gentleman's Newspaper, there is, or used to be, an editorial notice which informs all whom it most concerns, that, so as to meet the requirements of the family circle, and so that the paper may be left upon every gentleman's breakfast-table, the use of the name of the Deity is expressly forbidden in the advertising or other columns. We quote from memory, but if these are not the exact words, the line of argument—if argument such a non sequitur can be called—is identical with that used by Mr Wilkes, the proprietor and editor of this model and gentlemanly paper. It would be well, however, if the American lady's newspaper erred in no greater particular than the American gentleman's does. For the honour of America it is to be sincerely hoped that its ladies know nothing of the sheets which are flaunted here with the names of women as the editors, and which are said to be written especially for women. It is hard to believe that any sane creature, much more a woman, could write such festering scurrility, such fatuous blasphemy, and such shameless indecency and advocacy of open adultery as appear in the columns of one at least of these women's journals; but it is easy to imagine that a few besotted females, suffering from erotic and other dementia, should exhibit themselves to the scornful gaze of the virtuous or the only moderately vicious for the purpose of obtaining notoriety—far easier than to believe that the women of America are the readers of and subscribers to these papers and their opinions. We are quite sure that no woman worthy of the name would look a second time at the organ of Victoria C. Woodhull and Tennie C. Clafhn—quite as sure as that the two persons we have named are, with their followers, quite unfit to be regarded as women. We have referred to this paper and its "editors " because it and they represent a class of journals and journalists which are, unfortunately for Americans, too apt to be taken as standard representatives of the tyrje, and from no desire to accord them the spurious celebrity they so anxiously covet.

Still, without wishing to impute anything like iniquity to American newspapers generally, it must be admitted that the vast majority of them have rather lax notions of propriety, and their motto being "Get money," they are apt to ignore the existence of ill in any advertisement, provided the presenter of it has his "pile" ready, and will " come down handsome." This is evident throughout the whole of the transatlantic news world; and though there are, we feel bound and are glad to admit, very honourable exceptions, they are but the exceptions which prove the rule. As the editors and proprietors generally accuse each other, they cannot feel annoyed if we, standing afar off, make our notes according to what they give us If they prefer to feel angry, however, we shall not stand in their way; but doubtless the majority are too intent on getting money to care much for what is said about them. Indeed there are many who exult in the notion of making capital by all kinds of advertisements, from the puff preliminary to the nauseating display of vile quackery or undisguised immorality, and vary this with agreeable little interludes in the way of black-mail. In several American newspapers open and undisguised announcements have been published that their columns are to be bought, and that for a price they will advocate any cause or take any side of a disputed question.

But throughout all this there is a great spice of humour, and in the general run of American advertisements it is much to be feared, and only natural to assume, that a stricter code of morality would result in a vast increase of dulness, the general concomitant of prim respectability. Yet it is possible to be wise as well as witty, and even now a good percentage of American advertisers prove this. From these we shall endeavour to select our stock, and so give all the humour without intruding the unpleasantness, except where it is absolutely necessary for the purpose of giving a fair idea of the American system. A good instance of ingenuity is that of the grocer in Pennsylvania, who on the fence of a graveyard inscribed in large white letters, "Use Jones's bottled ale if you would keep out of here." Grave subjects are often chosen as opportunities for advertising, one thing frequently offered being "Port wine as pure as the tears which fall upon a sister's grave." A firm engaged in the " statuary line " state that " those who buy tombstones of us look with pride and satisfaction upon the graves of their friends;" and from a large upholstery establishment the following emanates :—

Their parlor furniture is elegant,
Their bedroom furniture is rich,
Their mattresses are downy,
Their coffins are comfortable.

There is, after all, not much opportunity for the display of novelty in advertisements nowadays; but a merchant in Newark, New York State, succeeded very well by leaving his column entirely blank with the exception of this note, in very small type, at the bottom: "This space was sold to

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