What a chance for the lovers of scandal, and doubtless they readily availed themselves of it. Many a hearty laugh must Steele have had over the communications received, and many of them must have afforded him the groundwork for satires, which at the time must have struck home indeed. In the following year “Isaac Bickerstaff, Esquire,” seems to have taken it into his head that John Partridge, the astrologer, ought to be dead, if he really was not, and so inserted a series of advertisements to the effect that that worthy had really departed this life, which, however amusing to the _Tatler_ folk and the public, seem to have nearly driven the stargazer wild.[28] One of the best of this series, which appears on August 10, 1710, runs thus:-- WHEREAS an ignorant Upstart in Astrology has publicly endeavoured to persuade the world that he is the late John Partridge, who died the 28 of March 1718, these are to certify all whom it may concern, that the true John Partridge was not only dead at that time but continues so to the present day. Beware of counterfeits, for such are abroad. The quiet yet pungent drollery of this is almost irresistible, but it has the effect of making us rather chary of accepting any of the remaining advertisements which look at all like emanations from the quaint fancy of the editor. Take the following, for instance, which is found among a number of others of an ordinary character, undistinguished from them by any peculiarity of type or position. It seems, however, to betray its origin:-- _The Charitable Advice Office_, where all persons may have the opinion of dignified Clergymen, learned Council, Graduate Physicians, and experienced Surgeons, to any question in Divinity, Morality, Law, Physic, or Surgery, with proper Prescriptions within twelve hours after they have delivered in a state of their case. Those who can’t write may have their cases stated at the office. * * The fees are only 1_s._ at delivery or sending your case, and 1_s._ more on re-delivering that and the opinion upon it, being what is thought sufficient to defray the necessary expense of servants and office-rent. The theory of advertising must about this time have been found considerably interesting to men who were unlikely to participate in its benefits unless it were through the increased prosperity of the newspapers to which they contributed, for essays and letters on the subject, some humorous and others serious, appear quite frequently. Most noticeable among the former is an article from the pen of Addison, which appears in No. 224 of the _Tatler_, date September 14, 1710. It will speak better for itself than we can speak for it:-- “_Materiem superabat opus._--OVID. MET. ii. 5. “The matter equall’d not the artist’s skill.--R. WYNNE.