A History of Advertising from the Earliest Times. — John Shaqi
A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
Colonial newspapers are plentiful and good, and the best of them filled
with advertisements of a general character at fairly high rates. Those
papers published in Melbourne are perhaps the best specimens of colonial
journalism, and best among these are the _Argus_ and _Age_ (daily), and
the _Australasian_ and _Leader_ (weekly). In fact, we have hardly a
weekly paper in London that is fit to compare on all-round merits with
the last-named, which is a complete representative of the best class of
Australian life, and contains a great show of advertisements, which do
much to enlighten the reader as to Antipodean manners and customs.
American newspapers are of course plentiful, and their advertisements,
as will be shown during the progress of this volume, are often of an
almost unique character. Throughout the United States, newspapers start
up like rockets, to fall like sticks; but now and then a success is
made, and if once Fortune is secured by an adventurous speculator, she
is rarely indeed allowed to escape. The system of work on American
(U.S.) journals is very different from that pursued here, everything on
such establishments as those of the _New York Herald_, the _Tribune_,
and the _Times_, being sacrificed to news. This is more particularly the
case with regard to the _Herald_, which has an immense circulation and
great numbers of highly-priced advertisements, most of which are
unfortunately regarded more in connection with the amount of money they
produce to the proprietor than in reference to any effect, moral or
otherwise, they may have on the community. It is the boast of American
journalists that they have papers in obscure towns many hundreds of
miles inland, any one of which contains in a single issue as much
news--news in the strictest meaning of the word--as the London _Times_
does in six. And, singular as it may at first sight seem, there is a
great element of truth about the statement, the telegraph being used in
the States with a liberality which would drive an English proprietor to
the depths of black despair. The Associated Telegraph Company seem to
enjoy a monopoly, and to exercise almost unlimited powers; and not long
ago they almost completely ruined a journal of standing in California by
refusing to transmit intelligence to it because its editor and
proprietor had taken exception to the acts of some members of the
Associated Telegraph Company’s staff, and it was only on receipt of a
most abject apology from the delinquents that the most autocratic power
in the States decided to reinstate the paper on its list. This Telegraph
Company charges very high rates, and the only visible means by which
this system of journalism is successfully carried out is that of
advertisements, which are comparatively more plentiful in these papers
than in the English, and are charged for at considerably higher rates.
Some of these newspapers, notably a small hebdomadal called the _San
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