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and Cry" brings the same ill-favoured malefactor before us in an improved character as horse-stealer and highwayman; and ere long we hear of the conclusion of his short drama at Tyburn. Thus the various advertisements portray, with more or less vividness, lineaments of the times and the characters of the people.
That the newspapers were early used for the purpose of giving contradictions by means of advertisement, or effecting sly puffs, is shown by the following, which was doubtless intended to call attention to the work, and which was published in the form of an ordinary paragraph in the Modern Intelligence, April 15-22, 1647 :—
There came forth a book this day relating how a divil did appear in the house or yard of Mr Young, mercer in Lombard St., with a great many particulars there related; It is desired by the gentleman of that house, and those of his family, that all that are credulous of those things (which few wise are), may be assured that its all fabulous, and that there was never any such thing. It is true there is a dog, and that dog hath a chain, and the gentleman's son played upon an instrument of music for his recreation,—but these are to be seen, which a spirit sure never was.
There is a logical deduction about the conclusion of this which it is to be hoped forced itself upon the minds of those who were ready to believe not only in the existence but in the visibility of spirits; and if the paragraph was but a lift for the book after all, it surely deserved success, if only for the quaint way in which it admits to the dog and the boy and the musical instrument, a combination equal upon an emergency to the simulation of a very powerful devil. In the very next edition of the same paper we come upon a paragraph which is even more direct in its advertising properties, which, in fact, might have been dictated by editorial " friendship" in these days, instead of in the first half of the seventeenth century. It runs thus :—
You should have had a notable oration made by the Bishop of Angoulesme and Grand Almoner to his Majesty of England, at a Convention in Paris in favour of the Catholicks in England and Ireland, but being The Weekly Account:
Certain Special and Remarkable Pafsages
from both Houfesof Parliament; And
This »3 Licenfed, and En t red into the Regiftcr-Book of the
Company of Statimcrsi And Printed by Bernard Ais op, Awarding to Order *f¥ ARMAMENT.
WZJ> TtE S DA rjanuary 13.
He ComroifTtoners appointed by
TwoMmtfters, „te. Afr. Mjw^ MrTcml, go with die Commiffioners. 0 TheComminloners to »he Scots Armyare the Earl of Stamford
overlarge it will be made public the beginning of next week by itself it is worth reading especially by those who are for a generall toleration when they may clearly see it is the broad way to the destruction of these kingdommes.
What is considered by many to be the first bona fide and open advertisement ever published appears in a paper entitled Several Proceedings in Parliament, and is found under the date November 28-December 5, 1650. It runs thus:—
BY the late tumult made the 27 of November, whereof you have the narration before; in the night time in Bexfield, in the county of Norfolk, about 12 Horses were stolen out of the town, whereof a baybald Gelding with three white feet, on the near buttock marked with R. F., 9 or 10 years old. A bay-bald Mare with a wall-eye and a red star in her face, the near hind foot white, 7 years old. A black brown Mare, trots all, 6 years old. 'Whomsoever brings certain intelligence where they are to Mr Badcraft of Bexfield, in Norfolk, they shall have 20s. for each Horse.
The following number of the same paper, that for December 5-12, 1650, contains this :—
Abright Mare, 12 hands high, one white foot behind, a white patch below the saddle, near the side, a black main, a taile cut, a natural ambler, about loli. price, stolne, Decemb. 3. neare Guilford. John Rylands, a butcher, tall and ruddy, flaxen haire, about 30 years of age, is suspected. Mr. Brounloe, a stocking dier, near the Three Craynes, in Thames's Streete, will satisfy those who can make discovery.
In 1655, Lilly the astrologer availed himself of what was then considered the new plan for ventilating a grievance, and accordingly, in the Perfect Diurnal of April 9-16, he published the following full-fledged advertisement, one of the earliest extant:—
An Advertisement from Mr William Lilly.
"11 WHEREAS there are several flying reports, and many false and * * scandalous speeches in the mouth of many people in this City, tending unto this effect, viz. : That I, William Lilly, should predict or say there would be a great Fire in or near the Old Exchange, and another in St John's Street, and another in the Strand near Temple Bar, and in several other parts of the City. These are to certifie the whole City that
I protest before Almighty God, that I never wrote any such thing, I never spoke any such word, or ever thought of any such thing, or any or all of those particular Places or Streets, or any other parts. These untruths are forged by ungodly men and women to disturb the quiet people of this City, to amaze the Nation, and to cast aspersions and scandals on me: God defend this City and all her inhabitants, not only from Fire, but from the Plague, Pestilence, or Famine, or any other accident or mortality that may be prejudicial unto her greatnesse.
This, if noticed and recollected, must have destroyed, or at least damaged, Lilly's fame, when the great fire really did take place; but then eleven years is a long time, long enough indeed to have included many and various prophecies. Certainly modern astrologers would have turned to account the mere fact of having been accused of prophesying such a fire or any portion of it. In a previous chapter we have given a specimen of the earliest advertisements with regard to the coaching arrangements of this time, and now append the following, which would seem to show, singular as it may appear, that the simpler form, in fact the first principle, of travelling by means of saddle-horses, was not arranged until after coaches had been regularly appointed. It appears in the Mercurius Politicus toward the end of the year 1658 :—
The Postmasters on Chester Road, petitioning, have received Order, and do accordingly publish the following advertisement :— ALL Gentlemen, Merchants, and others, who have occasion to travel between London and Westchester, Manchester, and Warrington, or any other town upon that Road, for the accommodation of Trade, dispatch of Business, and ease of Purse, upon every Monday, Wednesday, and Friday Morning, betwixt Six and ten of the Clock, at the house of Mr Christopher Chat teris, at the sign of the Hart's-Horn, in West-Smithfield, and Post-Master there, and at the Post-Master of Chester, at the Post-Master of Manchester, and at the Post-master of Warrington, may have a good and able single Horse, or more, furnished at Threepence the Mile, without the charge of a Guide ; and so likewise at the house of Mr Thomas Challenor, Post-Master, at Stone in Staffordshire, upon every Tuesday, Thursday, and Saturday's Morning, to go for London. And so likewise at all the several Post-Masters upon the Road, who will have all such set days so many Horses with Furniture in readiness