It is curious to see the estimate which the different journals place upon
themselves as mediums of publicity, by comparing their charges for the
same advertisement. Thus the contents of the _Quarterly Review_ for
January, 1855, precisely similar as far as length is concerned, was
charged for insertion as an advertisement by the different papers as
follows:--_Times_, 4s.; _Illustrated News_, 1_l._ 8s.; _Morning
Chronicle_, 5s. 6d.; _Morning Post_, 6s.; _Daily News_, 5s. 6d.;
_Spectator_, 7s. 6d.; _Morning Herald_, 6s.; _Punch_, 15s.; _Observer_,
9s. 6d.; _English Churchman_, 5s. 6d.; _Examiner_, 3s. 6d.; _John Bull_,
5s. 6d.; _Athenæum_, 10s. 6d. Now the _Times_ did not "display" the
advertisement as all the others did, it is true, and therefore squeezed it
into half the space; but with this difference, its charge was absolutely
the lowest in the list, with the single exception of that of the
_Examiner_. How this moderation on the part of the Leading Journal is to
be accounted for we know not; but the apparent dearness of the
_Illustrated News_ meets a ready solution, and affords us an opportunity
of showing how vastly the prime cost of an advertisement, during the
present high price of paper especially, is augmented by a great increase
of the circulation of the paper in which it appears, and what the
advertiser really gets for his money. If we take the advertisement of our
contents (_Quarterly Review_), it will be found to measure about one inch
in depth; it is obvious, then, that we must multiply this measure by
170,000, the number of separate copies in which it appeared. Now 170,000
inches yield a strip of printed paper the width of a newspaper
column--_upwards of two miles and three-quarters long!_ Thus we have at a
glance the real amount of publicity which is procurable in a great
journal; and with so remarkable a statement it will be well to close our
paper.
FOOD AND ITS ADULTERATIONS.
A story is told of a European who, wishing to convince a Brahmin of the
folly of his faith in interdicting, as an article of food, anything that
once possessed life, showed him, by the aid of the microscope, that the
very water which he drank was full of living things. The Indian, thus
suddenly introduced to an unseen world, dashed the instrument to the
ground, and reproached his teacher for having so wantonly destroyed the
guiding principle of his life. We, too, have at home a Hindoo, in the
shape of the believing British public, to whose eye Dr. Hassall nicely
adjusts the focus of his microscope, and bids him behold what unseen
villanies are daily perpetrated upon his purse and person.
Public-domain text, read in full here on John Shaqi.
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