Under the fostering influence of Houghton, who appears to have been keenly aware of the advantage to be derived from this manner of obtaining publicity, advertisements of every kind began gradually to appear, and ere long the booksellers, who for some time had monopolised this paper, were pushed aside by the other trades; and so the attention of the public is by turns directed to blacking balls, tapestry hangings, spectacles, writing ink, coffins, copper and brass work, &c. &c.; and these notices increased so rapidly that, added to No. 52, which appeared on July 28, 1693, there is a half-sheet of advertisements, which is introduced to the public with the following curious notice:—
My Collection I shall carry on as usual. This part is to give away, and those who like it not, may omit the reading. I believe it will help on Trade, particularly encourage the advertisers to increase the vent of my papers. I shall receive all sorts of advertisements, but shall answer for the reasonableness of none, unless I give thereof a particular character on which (as I shall give it) may be dependance, but no argument that others deserve not as well. I am informed that seven or eight thousand gazettes are each time printed, which makes them the most universal Intelligencers; but I’ll suppose mine their first handmaid, because it goes (though not so thick yet) to most parts: It’s also lasting to be put into Volumes with indexes, and particularly there shall be an index of all the advertisements, whereby, for ages to come, they may be useful.
This first sheet consists solely of advertisements about newly published books, but it concludes:—
☞ Whither ’tis worth while to give an account of ships sent in for lading or ships arrived, with the like for coaches and carriers; or to give notice of approaching fairs, and what commodities are chiefly sold there, I must submit to the judgment of those concerned.
The advertisements in Houghton’s Collection may appear strange to the reader accustomed to rounded sentences and glowing periods, but in the reign of William III. the general absence of education rendered the social element more unsophisticated in character. In those old days the advertiser and editor of the paper frequently speak in the first person singular; also the advertiser often speaks through the editor. A few specimens taken at random will give the reader a tolerably good idea of the style then prevalent:—
——A very eminent brewer, and one I know to be a very honest gentleman, wants an apprentice; I can give an account of him.
——I want a house keeper rarely well accomplished for that purpose. ’Tis for a suitable gentleman.
——I know of valuable estates to be sold.
——I want several apprentices for a valuable tradesman.
——I can help to ready money for any library great or small or parcels of pictures or household goods.