Thus, notwithstanding the primitive form of the advertisements, the benefit to be derived from this mode of publicity began to be more and more understood. It was not without great trouble, however; and it was necessary that Houghton should constantly direct the attention of the trading community to the resources and advantages of advertising, which he did in the most candid manner. He simply and abruptly puts the question and leaves those interested to solve it. Thus:-- ----Whether advertisements of schools, or houses and lodgings about London may be useful, I submit to those concerned. And the answer came; for a few days after the public were informed that ----At one Mr Packer’s, in Crooked Lane, next the Dolphin, are very good Lodgings to be let, where there is freedom from noise, and a pretty garden. Freedom from noise and a pretty garden in a street leading from Eastcheap to Fish Street Hill! Shortly after Houghton calmly observes:-- ----I now find advertisements of schools, houses and lodgings in and about London are thought useful. He then starts other subjects:-- ----I believe some advertisements about bark and timber might be of use both to buyer and seller. ⁂ I find several barbers think it their interest to take in these papers, and I believe the rest will when they understand them. The barber’s shop was then the headquarters of gossip, as it took a long time to shave the whole of a man’s beard and curl a sufficient quantum of hair or wig, as worn in those old days, and so the man of suds was expected to entertain his customers or find them entertainment. Next turning his attention to the clergy, Houghton offers that body a helping hand also:-- ⁂ I would gladly serve the clergy in all their wants. How he understood this friendly help soon appeared:-- ----If any divine or their relicts have complete sets of manuscript sermons upon the Epistles and the Gospels, the Catechism or Festivals, I can help them to a customer. The use of second-hand sermons was not unknown in those days, and detection was of course much less imminent than now. Then-- ----I have sold all the manuscript sermons I had and many more, and if any has any more to dispose of that are good and legibly writ, I believe I can help them to customers. Possibly the “many more” was a heavy attempt at humour; but anyhow the sermon article was in great demand, and his kindly services did not rest there:-- ----If any incumbent within 20 miles of London will dispose of his living, I can help him to a chapman. ----A rectory of £100 per annum in as good an air as any in England, 60 miles off, and an easy cure is to be commuted. ----A vicaridge and another cure which requires service but once a month, value £86. ’Tis in Kent about 60 miles from London.