A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
To such repeal many rich men owe their prosperity,
while to the same source may now be ascribed the poverty of numbers who
were once affluent. At this time, of course, the old papers also reduced
their rates, and from thence has grown a system of newspaper reading and
advertising which twenty years ago could hardly have been imagined. Up
to the repeal of the stamp duty few people bought newspapers for
themselves, and many newsvendors’ chief duty was to lend the _Times_ out
for a penny per hour, while a second or third day’s newspaper was
considered quite a luxury by those whom business or habit compelled to
stay at home, and therefore who were unable to glance over the
news--generally while some impatient person was scowlingly waiting his
turn--at the tavern bar or the coffee-house. Now almost every one buys a
penny paper for himself, and with the increase in the circulation of
newspapers has, in proportionate ratio, gone on the increase in the
demand for advertisements. The supply has, as every one knows, been in
no way short of the demand. The repeal of the paper duty in 1861 also
affected newspapers much, though naturally in a smaller degree than the
abolition of the compulsory stamp. Still the effect on both the papers
and their advertisements--especially as concerns those journals which
were enabled to still farther reduce their rates--was considerable, and
deserves to be noted. In September 1870 the compulsory stamp, which had
been retained for postal purposes, was abolished, and on the 1st of
October papers were first sent by post with a halfpenny stamp affixed on
the wrappers, and not on the journals themselves.
Public-domain text, read in full here on John Shaqi.
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