A History of Advertising from the Earliest Times.

by Henry Sampson

3. That this way of publishing is much more advantageous than giving away Bills in the street, is certain, for where there is one of them read, there’s twenty is not; and a thousand of these cannot be supposed to be read by less than twenty times the number of persons; and done for at least the twentieth part of the charge, and with much less trouble and greater success; as has been experienced by many persons that have things inserted in it.

This paper lived but a short time; though the fact that the proprietor undertook to furnish above a thousand copies per week to booksellers, shops, inns, and coffee-houses in London, and that it was sent to “most of the cities and principal towns in England,” clearly indicates that the trade began to be aware of the advantages to be derived from publicity. Soon afterwards a paper of the same denomination, but published by another speculator, was commenced. Its appearance and purposes were told to the public in the autumn of 1675 by circulars or handbills, one of which has fortunately been stored up in the British Museum. As this curious document gives a comprehensive outline of the system of newspaper advertising, as it appeared to the most advanced thinkers in the reign of Charles II., we reprint it here in extenso:—

ADVERTISEMENT.

WHEREAS divers people are at great expense in printing, publishing, and dispersing of Bills of Advertisements: Observing how practical and Advantagious to Trade and Business, &c. this Method is in parts beyond the Seas.

These are to give notice, That all Persons in such cases concerned henceforth may have published in Print in the Mercury or Bills of Advertisements, which shall come out every week on Thursday morning, and be delivered and dispersed in every house where the Bills of Mortallity are received, and elsewhere, the Publications and Advertisements of all the matters following, or any other matter or thing not herein mentioned, that shall relate to the Advancement of Trade, or any lawful business not granted in propriety to any other.

Notice of all Goods, Merchandizes, and Ships to be sold, the place where to be seen, and day and hour.

Any ships to be let to Freight, and the time of their departure, the place of the Master’s habitation, and where to be spoken with before and after Exchange time.

All Ships, their Names, and Burthens, and capacities, and where their Inventaries are to be seen.

All other Parcels and Materials or Furniture for shipping in like manner.

Any Houses to be Let or Sold, or Mortgaged, with Notes of their Contents.