Here is an instance of the singular manner in which fire-insurances were
conducted in that day:--
There having happened a fire on the 24th of the last month by which
several houses of the friendly society were burned to the value of 965
pounds, these are to give notice to all persons of the said society
that they are desired to pay at the office Faulcon Court in Fleet
Street their several proportions of their said loss, which comes to
five shillings and one penny for every hundred pounds insured, before
the 12th of August next.--_London Gazette_, July 6th, 1685.
Sometimes it is a "flee-bitten grey mare" stolen out of "Mary-le-bone
Park," or a lost lottery-ticket, or a dog, that is inquired after; but
they contained no hint that England possessed a commercial marine, or that
she was destined to become a nation of shopkeepers. As yet, too, there was
no sign given of that wonderful art of ingenious puffing which now exists,
and which might lead a casual observer to imagine that the nation
consisted of only two classes--cheats and dupes.
From the settlement of 1688 the true value of the advertisement appears to
have dawned upon the public. The country evidently began to breathe
freely, and with Dutch William and Protestant ascendancy, the peculiar
character of the nation burst forth with extraordinary vigour. Enterprise
of all kinds was called forth, and cast its image upon the advertising
columns of the public journals, now greatly increased both in size and in
numbers, no less than twenty-six having been set up within four years
after the Revolution. It is observable, too, that from this political
convulsion dates a certain rough humour, which, however latent, was not
before expressed in the public papers, especially on matters political.
Let us further elucidate our meaning by quoting the following from the
_New Observator_ of July 17, 1689, setting forth a popular and practical
method of parading the Whig triumph:--
Public-domain text, read in full here on John Shaqi.
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