** “Double leads” is a technical phrase for a mode of
printing which is employed only when an article is either
supposed to be, or is wished to be supposed, super-import-
ant. The lines stand wide apart, and look like the bars of a
gridiron.
_Mr. P._ Very well, Sir. There’s a long police case just come in, of
a baronet’s daughter taken up for shoplifting; and an account of the
bursting of a gasometer, which killed eleven men, three boys, and an old
woman, who lived in a front garret over the way.
_Editor_. Use them both, the shop-lifting under the head of “Mysterious
Charge of Theft,” and the accident to the gasometer under that of
“Tremendous Explosion!--Fifteen Lives Lost!”
_Mr. P._ We shall do better with the _ads_. than I expected. Robins
has just sent a long list of his auctions, which he says must go in
to-morrow; and Kidd’s clerk has left eight or ten good book _ads._, so I
shall be able to make out a full page without using the quacks. *
* It is necessary to remark here, by way of explanation,
that there are gradations of rank and respectability in
advertisements; and that a high aristocratical feeling
pervades their location in a well regulated paper. The
_quack ads_., alluded to by Mr. Pica, are those benevolent
offers of aid to the afflicted, which announce that
“rheumatism and lumbago are effectually relieved by a new
process;” that the most excruciating toothache is allayed in
one minute by an unrivalled anodyne cement; that “gout is
cured without medicine, in a few hours,” and “blotched faces
in no time at all;” that red whiskers are changed in a
single night to beautiful shades of brown or black;” that
“the healthy functions of the stomach and intestinal canal,
are restored by an improved domestic instrument,” &c. &c.
These are never allowed to show their faces in the genteel
company of the other advertisements, unless there happens to
be a lack of gentility, but herd together in what is
technically called the, “back page” of the paper.
Public-domain text, read in full here on John Shaqi.
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