France -- Social life and customs -- 19th century -- Fiction
"Then there is no harm done," Nathan rejoined. "Hector Merlin in the
greenroom of the Vaudeville was saying that I had been cut up."
"Let him talk, and wait," cried Lucien, and took refuge in Coralie's
dressing-room. Coralie, in her alluring costume, had just come off the
stage.
Next morning, as Lucien and Coralie sat at breakfast, a carriage drove
along the Rue de Vendome. The street was quiet enough, so that they
could hear the light sound made by an elegant cabriolet; and there was
that in the pace of the horse, and the manner of pulling up at the
door, which tells unmistakably of a thoroughbred. Lucien went to the
window, and there, in fact, beheld a splendid English horse, and no
less a person than Dauriat flinging the reins to his man as he stepped
down.
"'Tis the publisher, Coralie," said Lucien.
"Let him wait, Berenice," Coralie said at once.
Lucien smiled at her presence of mind, and kissed her with a great
rush of tenderness. This mere girl had made his interests hers in a
wonderful way; she was quick-witted where he was concerned. The
apparition of the insolent publisher, the sudden and complete collapse
of that prince of charlatans, was due to circumstances almost entirely
forgotten, so utterly has the book trade changed during the last
fifteen years.
From 1816 to 1827, when newspaper reading-rooms were only just
beginning to lend new books, the fiscal law pressed more heavily than
ever upon periodical publications, and necessity created the invention
of advertisements. Paragraphs and articles in the newspapers were the
only means of advertisement known in those days; and French newspapers
before the year 1822 were so small, that the largest sheet of those
times was not so large as the smallest daily paper of ours. Dauriat
and Ladvocat, the first publishers to make a stand against the tyranny
of journalists, were also the first to use the placards which caught
the attention of Paris by strange type, striking colors, vignettes,
and (at a later time) by lithograph illustrations, till a placard
became a fairy-tale for the eyes, and not unfrequently a snare for the
purse of the amateur. So much originality indeed was expended on
placards in Paris, that one of that peculiar kind of maniacs, known as
a collector, possesses a complete series.
At first the placard was confined to the shop-windows and stalls upon
the Boulevards in Paris; afterwards it spread all over France, till it
was supplanted to some extent by a return to advertisements in the
newspapers. But the placard, nevertheless, which continues to strike
the eye, after the advertisement and the book which is advertised are
both forgotten, will always be among us; it took a new lease of life
when walls were plastered with posters.
Public-domain text, read in full here on John Shaqi.
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