A History of Advertising from the Earliest Times.

by Henry Sampson

THE open undisguised Manner in which this truly important Business is pursued, will best appear by the following Plan, which is humbly submitted to the Judgment of the Public. Negociation of Money is also transacted at the House, where widow Ladies, Clergy, and other Gentlemen, may possibly be accommodated with Sums on granting Annuities, or otherwise, as may be agreed upon.

The great Utility of this Undertaking, especially that Department of it relative to Marriage, is so very striking, that it seems to bespeak the Approbation of this great Metropolis, where Business may almost be said to have rivall’d Marriage; for it not only robs the Gentlemen of their Time, but the Ladies of their Lovers. Now this House in Dover Street is established to supply the Time that is wanting; and Courtships may be carried on by Way of Proxy to their final Issue: thus will the Gentleman save his Time, and the Lady gain a Husband; and it will be readily allowed that happy Marriages are the very Cement of Society, the Promoters of Virtue, and may be truly said to strike at the very Root of Dissipation.

Upon these honourable, these eligible Principles, it is that the Managers of this Undertaking ground all their Hopes; nor have they ventured to announce it to the Public without the maturest Deliberation, after having considered it in every Point of View; and dare assure the World, that the most upright Conduct, greatest Delicacy and inviolable Secrecy shall be observed in all their Proceedings; and as this Plan bids fair for the Happiness of Thousands, so will it soon put a Stop to those futile, trifling (not to say dangerous) Advertisements that so frequently invade the public Ear, and which seem but too often calculated to deceive.

As to the Proprietors themselves, some of them are well known in the City, and others are not totally Strangers in the polite Circle; which puts it still more in their Power to promote the Design, and that not more upon the Principles of Love and Honour, than those of Sense and Discretion.

Each Person who appears at Dover Street (aforesaid) will be shown into a separate Apartment. Such as cannot attend in Person, are requested to signify their Intention by their Friend in Writing; and it is hoped and presumed that such Recital will be made with the utmost Exactness; and not only the Situation in Life, but the Age, Constitution, and Religion of the Party set forth with all possible Accuracy and Candour.

It hardly seems needful to add, that so much Time and Thought cannot be supposed to have been laid out without a reasonable Recompense; therefore it will be quite necessary, when the Principals do not appear (which may not unfrequently happen), that their Agents shall have been apprised that the Terms upon which this truly important Matter is commenced, is no more than Five Guineas, to be paid to the Managers on taking down the Minutes of the Business; and no more is to be paid till after the Matter is completed, either by supplying the Sum of Money according to Agreement, or by the Marriage of the Parties in Question: and although the Managers claim no more than Five Guineas, yet (it is presumed) so small a Sum will not be deemed an adequate Compensation, when Business of Consequence is to be done, and Persons of Condition and liberal Sentiment concerned.

The Proprietors are to be spoken with from eleven in the Morning till four in the Afternoon, and from seven in the Evening till ten at Night (as many cannot attend before that Time) every Day, Sunday excepted; and as it is manifest that many Gentlemen both in Court and City, are so absorbed in Business, that though they are happy in the Thought of Marriage, and every Way qualified to engage in it, yet may have neither Time nor Temper for the tedious Forms of Courtship; and as it is also manifest that many excellent Women are, in a great Measure, lost to Society, lost (as we may say) to the tender Joys of Hymen; and who, tied down by Custom to be passive, cannot be first Movers in a Point so delicate; to shun, therefore, all unnecessary Forms (for true Sincerity, we know, cannot exist with too much Ceremony), it is hoped that the above Expedient will be adopted, and that each Person, in Town or Country, who employs an Agent, will signify their Intention so clearly, and candidly, that the Managers may have it in their Power to compleat the Business, and that as soon as possible.

And although it is said above that the Ladies cannot be first Movers in some certain Points, yet, sure, they are not debarred the use of Agents; nor does true Modesty demand the Sacrifice of Sense.

Note, Sums of Money, from Five Hundred Pounds to any Amount whatsoever, may be had, and that upon the shortest Notice, and most equitable Terms. Every Proposal that is practicable will be compleated without Trifling or Delay.

It would be superfluous to trouble the Public about the Characters of the Proprietors of this House for Honour and Delicacy, as it could not possibly subsist without such a Foundation; therefore the Nobility, Gentry, and other Persons may depend on being accommodated with any Sum, as above, without Loss of Time.