_The Loiterer_, prowling round incognito in search of copy for his next issue, witnessed a “circumstance” as he calls it, connected with advertisements, which is not unamusing. He was seated in his favourite elbow chair in his usual corner at King’s coffee-room, and had almost despaired of picking up an idea, when he noticed a very reverend and respectable gentleman who was apparently quite unknown to every one in the room, and who seemed more engrossed in his own thoughts than amused by the newspaper he was reading or the laughter and talk from the others in the coffee-room. Suddenly, calling for his bill, he finished reading a paragraph in the paper with upraised eyebrows and a note of horrified surprise in his voice. “Upwards of forty thousand persons of both sexes! Good God,” he said, “what a state must the cities of London and Westminster be in!” The elderly gentleman rose, and on his way out placed the paper into _The Loiterer’s_ hand. Every one in the room had heard his remark and observed the manner of his exit. Immediately, therefore, there was great excitement, every one wondering what amazing thing had happened that could have escaped his notice while reading that very paper. _The Loiterer_ began calmly to read solidly through column after column to find this wonderfully exciting paragraph. While he was doing so a thin, emaciated man “with a sallow and diseased countenance who, I have now reason to believe was one of the forty thousand, stepped forward and elucidated the mystery in a moment.” He rapped out an oath and swore that the old gentleman had been meditating on the advertisement of Leake’s Justly Famous Pill. From this perturbing episode in the coffee-house _The Loiterer_ got the idea of using his paper for the discussion of the peculiarities of advertisement indulged in by tradesmen, local and otherwise. “I shall pass over,” he says, “the various wants of mankind, together with the pompous Descriptions, the florid and luxuriant Language of Auctioneers which is capable of converting a paltry Cottage into an elegant Villa. Nor shall I dwell on a curious Phenomenon, a political Advertisement for the Sale of Perfumery and the Dressing of Hair. But it is impossible with the same indifference to pass over the ingenious Mr ---- who sells his Wines ‘for the πόδας ὠκύς of ready Money only, Wines in which neither the eyes of Argus, nor the Taste of Epicurus, can discover the least sophistication.’