Notwithstanding his immense issues of costly books, he exercised the most watchful prudence. “Books,” he says, “generally, printed in the ordinary way, only sell 500 or 1000 copies, and periodical publications would be ruinous. Nothing but a vast sale will prove remunerative,” and this “vast sale” he certainly effected in almost every instance. He published twelve separate issues of the Bible, and disposed of, probably, not less than 250,000 copies. The following is a list of his more important works:—“History of the French Revolution,” 20,000 copies at £4; “Hume’s England,” 5,000, at £4 18s.; “The Gazetteer,” 4,000, at £4 10s.; “The Oxford Encyclopædia,” 4,000 at £6 (and the £24,000 only barely covered the original outlay); “The Geography,” 30,000 at £4 4s.; and the “Architectural Works,” 50,000, at an average of £1 13s. To these may be added “The Life of Christ,” of which, in folio and quarto, not fewer than 100,000 copies were distributed, at prices varying from £1 1s. to £2. No wonder, with figures like these (for which we are indebted to Mr. Fell’s volume), that the trade objected to this method of transacting business, but the difference was confined merely to business relations, for every one of the numerous booksellers in the Ward signed the request asking him to stand as Alderman.
In 1836 he received the highest honour to which a citizen of London can aspire, for he was elected Lord Mayor. His year of office was a memorable one, and the first entertainment of Queen Victoria occurred on the very day of his retirement from office, and thus he narrowly escaped the honour of a baronetcy, for he had the good sense to decline the requisition to stand a second time.
His appearance in his robes of office is thus described by M. Titus Perondi, a French traveller:—“The new Lord Mayor appeared in a gilded chariot, almost as grand as the King’s, drawn by six bay horses, richly caparisoned.... He does not seem to be more than sixty-two years of age, and his figure, slight as it is, is still imposing—for the flowing wig and ermine mantle, which encircled all his person, added not a little to the dignity of his presence.... A thriving bookseller, yet a perfectly honest man, and very charitable.” The last sentence is an admirable summary of his character.
The attainment of this honour terminated his commercial and public life, for after this date he relinquished, in a great degree, his business cares; but to an extreme old age he retained his faculties, and he retained also his habits of quiet and discriminating charity, doing good by stealth, and blushing to find it known. On the 20th October, 1854, he paid his last visit to his parent’s grave, and was there heard to murmur, “How very happy I am.” His failing health compelled him to visit Margate, and here, on the 7th of September, 1855, he died in a ripe old age. A letter, written just before his death, evidently betrays a lingering fondness for early childish days:—“We are surrounded by fields of fully-ripening corn—some cut, some cutting,” babbling, like Falstaff, of green fields, till the sixty years of town life were forgotten.
Thomas Kelly was one of those men of whom the London citizens are so proud—men who come to the mighty centre of commerce utterly friendless, and worse still, penniless, and whom industry, labour, and good fortune exalt to the very pinnacle of a good citizen’s fondest dreams. But he was more than a Lord Mayor—he was a true friend; he was a loving, dutiful, and tender son—qualities not always insured even by commercial success.
Mr. George Virtue was another of those men of whom, in this history, we have had not a few examples, who, beginning life without any fictitious advantages, have made success their goal, and, in attaining it, have not only amassed princely fortunes for themselves and their families, but have opened up new branches of industry, and have afforded employment to hundreds whose bread depends upon their daily labours.
His father was a native of Fogo, in Berwickshire, who first at Coldstream, and afterwards at Wooler, in Northumberland, let out for hire carts and carters to the neighbouring farmers. In the year 1793, his second son, George, was born at Coldstream, and there and at Wooler, he passed the early years of his boyhood. In 1810, his father met with an accident, which caused him to relinquish the business he had hitherto been engaged in. His eldest son, James, who had a good engagement in London, gave up his employment and hastened home, and removing with the family to Coldstream, commenced business there as a mason, taking his brother George as an apprentice.
Mrs. Somerton, their married sister, had a large house, near the Houses of Parliament, in London, which she let out, much on the plan of the club-chambers of the present day. George had come up to London, partly on business, partly on a visit to his sister, and not wishing to return to the North, he made an arrangement to remain with Mrs. Somerton.
The house was chiefly frequented by members of Parliament and men in the higher grades of life; and one of the former, who had taken a fancy to George Virtue, asked him what he would like to be. George at once replied, “A bookseller,” and his patron assisted him in stocking a shop in the neighbourhood. This was about the year 1820. At first his trade consisted entirely in the retail business, but by degrees he was able to purchase entire remainders of that distinct class of religious publications which were then sold chiefly in numbers. These he re-issued; and as he did his own canvassing, no zeal was wanting in the service, and his success was by no means indifferent. Once established, he was able to canvass for the books of other publishers; and on the 15th July, 1821, the first number of a work was published, which took the town by storm. Whether Mr. Virtue’s canvassing powers were acknowledged by the trade at this early period, or whether his peculiar class of customers was considered as most amenable to the work in question, we know not, but he was given an interest of one kind or another, either as part proprietor or as a purchaser on unusually liberal terms in the famous “Life in London; or, the Adventures of Tom and Jerry,” issued by Sherwood, Neeley, and Jones, of Paternoster Row. The book was written by Pierce Egan, afterwards the founder of Bell’s Life.
Works describing country sports and pastimes had proved so acceptable that it was imagined that a volume issued in numbers, setting forth the humours of town life would be equally taking. The illustrations by J. R. and George Cruikshank proved irresistible. The work was so successful that innumerable imitations appeared, one of which (“Shade of Lackington!”) was published by Jones and Co., who occupied his former place of business, the “Temple of the Muses” in Finsbury Square. There was absolutely a furore for the work. Dibdin, Barryman, Farell, Douglas Jerrold, Moncrieff, and others adapted it for the stage. It was on the boards of ten theatres at one time; and at the Adelphi, where Moncrieff’s adaptation was produced, it enjoyed the then unparalleled run of three hundred nights. At last, Pierce Egan, declaring that no less than sixty-five separate publications had been derived from his work, brought forward his own characteristic version, which, however, proved a failure.