All the world bought “Tom and Jerry,” and having roared over the plates, tossed them not unnaturally aside; so that a work, which, in popularity, had been the “Pickwick” of its day, became so wonderfully scarce that when Mr. Thackeray, with whom it had been an early favourite, wanted a copy for a review he was writing upon Mr. George Cruikshank’s works, he applied at all the libraries, including the British Museum, in vain. The work was advertised for in the Times with like result, and he had to depend upon his memory for his description. However, twenty years after, when he wished to make it the subject of one of the most charming of the “Roundabout Papers,” he found that it had been added to the Museum Library.
It was, however, with the contemporary popularity that Mr. Virtue was concerned, and by it his business was largely increased.
In 1831, his affairs warranted an important move to the vicinity of Paternoster Row, and about this time he married a Miss Sprent, a lady from Manchester. From his new abode the works which he at first issued were of much the same stamp as those which Messrs. Kelly, Hogg, and Cooke had previously spread abroad; but he soon struck out into a higher class of literature. His first very successful book was “A Guide to Family Devotion,” by Dr. Alexander Fletcher. The work was undertaken by Mr. Virtue, as Dr. Fletcher says, “at great expense and some hazard, during the years 1833–1834.” The volume contained 730 prayers, 730 hymns, and 730 selected passages of Scripture, suitable for Morning and Evening Service, throughout the year, and was illustrated by engravings by the best artists. The popularity it achieved was enormous: thirty editions of a thousand each were soon issued, and, as the Times said, “30,000 copies of a book of Common Prayer, recommended by twenty-five distinguished ministers, cannot be dispersed throughout England without effecting some change in the minds of probably 200,000 persons.”
In America, the “Guide to Family Devotion” was as successful as at home, and upwards of one hundred ministers there sent in testimonials to its worth. By 1850, the sale is said to have exceeded 50,000 copies.
Mr. Virtue, about this time, entered into an engagement with W. Henry Bartlett, who, pencil in hand, travelled over the four quarters of the globe, making sketches, which that enterprising publisher issued in volumes, illustrated with beautiful steel engravings and descriptive letterpress. The first of these was “Switzerland,” published in 1835, in two quarto volumes. This was followed by Scotland, Palestine, the Nile, and America. Of the Switzerland, 20,000 copies were sold; and in the production of the two volumes on Scotland, upwards of one thousand persons were employed at a cost of £40,000. The number of engraved plates in these volumes amounted to a thousand.
When Mr. Virtue commenced these illustrated volumes, the Fine Art tastes of the public were in a very uneducated condition; but, selecting the best artists and employing the best engravers, he set a good example, which was speedily followed by others. In 1839, Messrs. Hodgson and Graves had started a cheap periodical devoted to Art, under the title of the Art Union, intended chiefly as an organ of the print trade; but it was not till the year 1849 that this publication passed into the hands of Mr. Virtue, who changed the title to the Art Journal, and devoted it to the development of Fine Art and Industrial Art, with illustrations on steel and wood by the first artists of the day. The Art Journal, it is admitted, has done more than any private venture or corporate body to disseminate true ideas of Art in England. The Art Journal, though among the very earliest of those periodicals in which Art was brought to the aid of Literature, still towers proudly above all. Since its foundation, the Art Journal has presented the public with between eight and nine hundred steel engravings and above 30,000 engravings on wood.
No less than one hundred illustrated volumes were issued from Mr. Virtue’s establishment, and for their production it was found necessary to erect a large establishment in the City Road. Almost every engraver of any reputation in this country has been employed on one or other of Mr. Virtue’s illustrated works. Indeed, had it not been for the field of labour opened by the Art Union, in their yearly distribution of engravings, and for the encouragement held out by Mr. Virtue in the production of his illustrated works and the Art Journal, it is said that the art of line engraving would have quite died out in England; and for his services to the public, and, through them, to the profession, he is certainly entitled to be regarded as the first Art publisher of his time.
To go to a very different branch of his business, Mr. Virtue was not idle in the production of any book likely to win the favour of the public. In 1847, Dr. Cumming, then widely known as a preacher only, delivered a series of lectures at Exeter Hall upon the Apocalypse, which riveted public attention. He was urged by his friends to publish the lectures upon their completion, and said that he would be willing to do so, if he was sure that the proceeds would suffice to pay for putting up stained glass windows in his church. Mr. Virtue heard this, ascertained the value of the windows, and offered their outside cost down in hard cash in exchange for the copyright. Dr. Cumming eagerly accepted the offer, and by the “Apocalyptic Sketches” the publisher realized the handsome sum of four thousand pounds. He afterwards made the author a present of a hundred pounds, and engaged him to write a continuation, at an honorarium of five pounds per sheet of thirty-two pages, which eventually proved to be equally successful.
Many years before his death, Mr. George Virtue parted with the business to his son, Mr. James Sprent Virtue, the present head of the firm.
On the 8th December, 1868, George Virtue, senior, died in his seventy-sixth year, having earned the respect of all the hundreds to whom he afforded employment, and of the outside world; for all recognised that integrity and strict justice to his employés was a main cause of his success, while his prosperity had been aided by thorough business habits and intense application to his duties.