Having shown the reader the slow growth of the advertising column; having
climbed, like "Jack in the Bean-stalk," from its humble root in the days
of the Commonwealth up its still increasing stem in the succeeding hundred
years, we now come upon its worthy flower in the shape of the
sixteen-paged _Times_ of the present day. Spread open its broad leaves,
and behold the greatest marvel of the age--the microcosm in type. Who can
recognize in its ample surface, which reflects like some camera-obscura
the wants, the wishes, the hopes, and the fears of this great city, the
news-book of the Cromwellian times with its leash of advertisements?
Herein we see how fierce is the struggle of two millions and a half of
people for dear existence. Every advertisement writhes and fights with its
neighbour, and every phase of society, brilliant, broken, or dim, is
reflected in this battle-field of life. Let us tell off the rank and file
of this army of announcements. On the 24th of May, 1855, the _Times_, in
its usual sixteen-paged paper, contained the incredible number of 2,575
advertisements. Amazing as this total appears, we only arrive at its full
significance by analyzing the vast array. Then, indeed, we feel what an
important power is the great British publie. Of old the antechambers of
the noble were thronged with poets, artists, publishers, tradesmen, and
dependants of all kinds, seeking for the droppings of their favour; but
what lordly antechamber ever presented such a crew of place-hunters,
servitors, literary and scientific men, schemers, and shopkeepers as
daily offer their services to the humblest individual who can spare a
penny for an hour's perusal of the _Times_? Let us take this paper of the
24th of May and examine the crowd of persons and things which cry aloud
through its pages, each attempting to make its voice heard above the
other. Here we see a noble fleet of ships, 129 in number, chartered for
the regions of gold, for America, for India, for Africa--for every port,
in fact, where cupidity, duty, or affection holds out an attraction for
the British race. Another column wearies the eye with its interminable
line of "Wants." Here in long and anxious row we see the modern "mop" or
statute-fair for hiring; 429 servants of all grades, from the genteel
lady's-maid or the "thorough cook," who will only condescend to accept
service where two footmen are kept, to the humble scullery-maid, on that
day passed their claims before us for inspection. Another column is noisy
with auctioneers; 136 of whom notify their intention of poising their
impatient hammers when we have favoured them with our company. Here we see
a crowd of booksellers offering, hot from the press, 195 new volumes, many
of which, we are assured by the appended critique, "should find a place in
every gentleman's library." There are 378 houses, shops, and
establishments presented to us to select from; and 144 lodging-house
Public-domain text, read in full here on John Shaqi.
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