Sept. 6 £2839 14 0
" 13 3783 12 0
" 20 3935 7 6
" 27 4692 7 0
Oct. 4 6318 14 0
" 11 6543 17 0
" 18 6687 4 0
" 25 6025 14 6
Nov. 1 3230 3 6
During the greater part of the time that the proprietors were reaping this
splendid harvest from the infatuation of the people, the heaviest guns
were daily brought to bear from the leading columns upon the bubbles which
rose up so thickly in the advertising sheet. The effect of their fire may
be measured by the falling off of nearly 3,000_l._ in the returns for a
single week. A journal which could afford to sacrifice such a revenue to
its independence, certainly deserved some consideration from the
Government; but, on the contrary, it appears to have been singled out for
annoyance by the act which relates to newspapers. We see certain trees on
our lawns whose upshooting branches are by ingenious gardeners trained
downwards, and taught to hold themselves in a dependent condition by the
imposition of weights upon their extremities. The state gardeners have
applied the same treatment to the journal in question, by hanging an extra
halfpenny stamp upon every copy of its issue--a proceeding which, in our
opinion, is as unfair as it is injudicious: and this they will find in the
future, when the crowd of mosquito-like cheap journals called forth by the
measure, and supported by the very life-blood of the leading journal,
begin to gather strength and to attack Whiggery with their democratic
buzz.
We have dwelt chiefly upon the advertising sheet of the _Times_, because
it is the epitome of that in all the other journals. It must be mentioned,
however, that some of the morning and weekly papers lay themselves out
for class advertisements. Thus the _Morning Post_ monopolizes all those
which relate to fashion and high life; and the _Morning Advertiser_, the
paper of the licensed victuallers, aggregates to itself every announcement
relating to their craft. _Bell's Life_ is one mass of advertisements of
various sports; the _Era_ is great upon all theatricals; the _Athenæum_
gathers to itself a large proportion of book advertisements. The
_Illustrated News_ among the weeklies, like the _Times_ among the dailies,
towers by the head above them all. A hebdomadal circulation of 170,000
draws a far more cosmopolitan collection of announcements to its pages
than any of its contemporaries can boast. We have said nothing of the
advertisements in the provincial journals; but it is gratifying to find
that they have more than kept pace with those which have appeared in the
metropolitan papers. Their enormous increase is best shown by the returns
of the advertisement duty; from which it appears that in 1851 no less than
2,334,593 advertisements were published in the journals of Great Britain
and Ireland--a number which has vastly augmented since the tax upon them
has been repealed.
Public-domain text, read in full here on John Shaqi.
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