Notes and Queries, Number 70, March 1, 1851. Various
ten or twelve obliging themselves constantly to take them from a bookseller, coffee-man, or some other, who may afford to pay a carrier, and sell them there for 2d., or at most 3d.; or carriers themselves may gain well, if they'll serve the country gentlemen. And any such bookseller, coffee-man, or carrier, that will apply themselves to me, shall have good encouragement, with liberty to return those that won't sell."
Ultimately the editor determined on admitting advertisements. He then doubled the size of his paper, making it two leaves instead of one. In reference to this increased size he says,—
"My collection I shall carry on as usual. This part is to give away; and those who like it not, may omit the reading. I believe it will help on trade, particularly encourage the advertisers to increase the vent of my papers. I shall receive all sorts of advertisements, but shall answer for the reasonableness of none; unless I give thereof a particular character, on which (as I shall give it) may be dependence, but no argument that others deserve not as well."
"I am inform'd that great numbers of gazettes are each time printed, which makes them the most universal intelligencers; but I'll suppose mine their first handmaid, because it goes (tho' not so thick, yet) to most parts. It's also lasting, to be put into volumes with indexes; and particularly there shall be an index of all the advertisements, whereby, for ages to come, they may be useful. I have publish'd on the subject of Husbandry and Trade, two quarto volumes, three folio volumes, with the great sheet of taxes, acres, houses, &c.; and am weekly carrying on this paper, which may be brought to anybodies house within the Bills of Mortality, or penny post, for one penny the week; and anywhere else in England (where enough will encourage a bookseller or carrier). The volumes may be had from most booksellers of England, Scotland, or Ireland."
The Collection, which the editor will carry on as usual, refers to the single sheet. The Gazette must have been the London Gazette. In what sort of way the editor could suppose that advertisements could be useful for ages to come, we, in this age of enlightenment and knowledge, are at a loss to conceive. The great sheet of taxes, acres, houses, &c., I have, and may give you an account of its contents at some future time. The first page of the paper was always devoted to a letter from the editor's own pen on husbandry, trade, chemistry, domestic cookery, and a variety of other topics. The editor appears to have been a spirited man, who collected with great care and diligence a great variety of facts whereby to interest his readers. The advertisements are very curious, specimens of which I will give you in another communication. Each paper contains the weekly prices of wheat, rye, barley, malt, oats, horse beans, peas, coals, hops, hay, tallow, and wool, in all the counties of England and Wales; the prices of provisions in London; also a weekly statement of wind and weather; the number of deaths, and their causes; the number of christenings and burials, specifying how many of each sex. The editor often concludes a column of information by stating, "this is all I see useful to posterity." He not only appears to have been a man of an active mind, but also a very kind man; for he says to those who advertise in his paper for situations, &c., that "if they apply themselves to me, I'll strive to help them." He appears also to have kept a shop, or at least to have traded in certain articles: for in one of his papers is this advertisement:—
"In my first volume of 1682, I publish'd my own selling of chocolate, and have sold in small quantities ever since: I have now two sorts, both made of the best nuts, without spice or perfume; the one 5s., and the other 6s. the pound; and I'll answer for their goodness. If I shall think fit to sell any other sorts, I'll give notice.
By this advertisement we get at the date when the paper was first published.
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