Under this sort of compulsion, it was not long before I began to stop
at shop-windows and look attentively at these all-pervading specimens
of what was to me a new species of literary production. I made
acquaintance with one of them among the deserts of West Cornwall; with
another in a populous thoroughfare of Whitechapel; with a third in a
dreary little lost town at the north of Scotland. I went into a lovely
county of South Wales; the modest railway had not penetrated to it,
but the audacious picture-quarto had found it out. Who could resist
this perpetual, this inevitable, this magnificently unlimited appeal
to notice and patronage? From looking in at the windows of the shops,
I got on to entering the shops themselves--to buying specimens of this
locust-flight of small publications--to making strict examination of
them from the first page to the last--and finally, to instituting
inquiries about them in all sorts of well-informed quarters. The
result has been the discovery of an Unknown Public; a public to be
counted by millions; the mysterious, the unfathomable, the universal
public of the penny-novel-Journals.[2]
I have five of these journals now before me, represented by one sample
copy, bought hap-hazard, of each. There are many more; but these five
represent the successful and well-established members of the literary
family. The eldest of them is a stout lad of fifteen years' standing.
The youngest is an infant of three months old. All five are sold at
the same price of one penny; all five are published regularly once a
week; all five contain about the same quantity of matter. The weekly
circulation of the most successful of the five, is now publicly
advertised (and, as I am informed, without exaggeration) at half a
Million. Taking the other four as attaining altogether to a
circulation of another half million (which is probably much under the
right estimate) we have a sale of a Million weekly for five penny
journals. Reckoning only three readers to each copy sold, the result
is _a public of three millions_--a public unknown to the literary
world; unknown, as disciples, to the whole body of professed critics;
unknown, as customers, at the great libraries and the great
publishing-houses; unknown, as an audience, to the distinguished
English writers of our own time. A reading public of three millions
which lies right out of the pale of literary civilisation, is a
phenomenon worth examining--a mystery which the sharpest man among us
may not find it easy to solve.
In the first place, who are the three millions--the Unknown Public--as
I have ventured to call them?
Public-domain text, read in full here on John Shaqi.
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