The 23. of May.

VVEEKELY Nevves from Italy,

GERMANIE, HVNGARIA, BOHEMIA, the PALATINATE, France, and the Low Countries.

Printed by I. D. for Nicholas Bourne and Thomas Archer, and are to be fold at their fhops at the Exchange, and in Popes-head Pallace.

162 2.

support and chief source of profit of newspapers, as well as the most natural channel of communication between the buyers and sellers, the needing and supplying members of a vast community.

The victories of Cromwell gave Scotland her first newspaper. This was called the Mercurius Politicus, and appeared at Leith in October 1653; but it was in November 1654 transferred to Edinburgh, where it was continued until the 11th April 1660, when it was rechristened, and appeared as the Mercurius Publicus. This paper was but a reprint, for the information of the English soldiers, of a London publication. But a newspaper of native manufacture, we are told by a contemporary writer, soon made its appearance under the title of Mercurius Caledonius. The first number of this was published at Edinburgh on the 31st December 1660, and comprised, as its title sets forth, "the affairs in agitation in Scotland, with a summary of foreign intelligence." The publication, however, extended to no more than ten numbers, which, it is said by Chambers, "were very loyal, very illiterate, and very affected." After the Revolution the custom was still to reprint in Scotland the papers published in London, an economic way of doing business, which savours much of the proverbial thrift peculiar to the Land o' Cakes. In February 1699 the Edinburgh Gazette, the first original. Scotch newspaper or periodical, was published by James Watson, author of a "History of Printing;" but he, after producing forty numbers, transferred it to a Mr John Reid, whose son continued to print the paper till even after the Union. In February 1705, Watson, who seems to have been what would now be called a promoter of newspapers, established the Edinburgh Courant, but relinquished it after the publication of fifty-five numbers, and in September 1706 commenced the Scots Courant, with which he remained connected until about 1718. To these papers were added in October 1708 the Edinburgh Flying Post; in

66

August 1709 the Scots Postman, " printed by David Fearne for John Moncur;" and in March 1710 the North Tatler, printed by John Reid for Samuel Colvil." In 1715 the foundation was laid of the present splendid Glasgow press by the establishment of the Courant, but this did not in any way affect the publications in the then far more important town of Edinburgh. In March 1714 Robert Brown commenced the Edinburgh Gazette or Scots Postman, which was published twice a week; and in December 1718 the Town Council gave an exclusive privilege to James M'Ewen to publish three times a week the Edinburgh Evening Courant, upon condition, however, that before publication "the said James should give ane coppie of his print to the magistrates." This journal is still published, and it is but fair to assume that the original stipulation is yet complied with. The Caledonian Mercury followed the Courant on the 28th of April 1720, and was, like its forerunner, a tri-weekly organ. In these, as well as in those we have mentioned, advertisements slowly but gradually and surely began to make their appearance, and, as the sequel proves, to show their value.

It is stated by several writers that the earliest English provincial newspaper is believed to be the Norwich Postman, which was published in 1706 at the price of a penny, and which bore the quaint statement, that a halfpenny would not be refused. Newspaper proprietors, publishers, and editors were then evidently, so far as Norwich is concerned, less strong than they are now in their own conceit, and in their belief in the press as an organ of great power This Postman was followed in 1714 by the Norwich Courant or Weekly Packet. York and Leeds followed in 1720, Manchester in 1730, and Oxford in 1740. It was not, however, until advertising became an important branch of commercial speculation that the provincial press began in any way to flourish. Now the journals published in our largest country towns

command extensive circulations, and are regarded by many advertising agents, whose opinions are fairly worth taking, as being much more remunerative media than our best London papers. For certain purposes, and under certain circumstances, the same may be said of colonial newspapers, which have, of course, grown up with the colonies in which they are published; for it must be always borne in mind that the essence of advertising is to place your statement where it is most likely to be seen by those most interested in it, and so a newspaper with a very limited supply of readers indeed is often more valuable to the advertiser of peculiar wares or wants than one with "the largest circulation in the world," if that circulation does not reach the class of readers most affected by those who pay for publicity. It would seem, however, that the largest class of advertisers, the general public, who employ no agents, and who consider a large sale everything that is necessary, ignore the argument of the true expert, and lose sight of the fact that, no matter how extensive a circulation may be, it is intrinsically useless unless flowing through the channel which is fairly likely to effect the purpose for which the advertisement is inserted. It is customary to see a sheet, detached from the paper with which it is issued, full of advertisements, which are, of course, unread by all but those who are professedly readers of public announcements, and who are also, of course, not only in a decided minority, but not at all the people to whom the notices are generally directed. The smallest modicum of thought will show how grievous is the error which leads to such a result, and how much better it is to regard actual circulation but as so much evidence as to the value of an advertisement only, and not as a whole, sole, and complete qualification. Not in any incautious way do those who are most qualified to judge of value for money act. Turn to any paper of repute, and it will be seen that the professional advertiser, the theatrical manager, the publisher, the auctioneer, and