The trade of advertising is now so near to perfection, that it is not easy to propose any improvement. But as every art ought to be exercised in due subordination to the publick good, I cannot but propose it as a moral question to these masters of the publick ear, Whether they do not sometimes play too wantonly with our passions, as when the registrar of lottery-tickets invites us to his shop by an account of the prize which he sold last year; and whether the advertising controvertists do not indulge asperity of language without any adequate provocation; as in the dispute about _straps for razors_, now happily subsided, and in the altercation which at present subsists concerning _eau de luce_? In an advertisement it is allowed to every man to speak well of himself, but I know not why he should assume the privilege of censuring his neighbour. He may proclaim his own virtue or skill, but ought not to exclude others from the same pretensions. Every man that advertises his own excellence should write with some consciousness of a character which dares to call the attention of the publick. He should remember that his name is to stand in the same paper with those of the king of Prussia and the emperour of Germany, and endeavour to make himself worthy of such association. Some regard is likewise to be paid to posterity. There are men of diligence and curiosity who treasure up the papers of the day merely because others neglect them, and in time they will be scarce. When these collections shall be read in another century, how will numberless contradictions be reconciled? and how shall fame be possibly distributed among the tailors and bodice-makers of the present age? Surely these things deserve consideration. It is enough for me to have hinted my desire that these abuses may be rectified; but such is the state of nature, that what all have the right of doing, many will attempt without sufficient care or due qualifications[1]. [1] A history of newspapers, more diffuse than the chronological series in Nichols' Literary Anecdotes, Vol. iv. is desirable. See Preface. No. 41. SATURDAY, JANUARY 27, 1759. The following letter relates to an affliction perhaps not necessary to be imparted to the publick; but I could not persuade myself to suppress it, because I think, I know the sentiments to be sincere, and I feel no disposition to provide for this day any other entertainment. At, tu quisquis eris, miseri qui cruda poetae Credideris fletu funera digna tuo, Haec postrema tibi sit flendi causa, fluatque Lenis inoffenso vitaque morsque gradu. OVID. Mr. Idler,