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 the others whom constant practice