NEWSPAPER STAMP.
The Spectator does not chuckle over the fall of its humbler brethren. Addison says[524]: 'This is the Day on which many eminent Authors will probably Publish their Last Words. I am afraid that few of our Weekly Historians, who are Men that above others delight in War, will be able to subsist under the Weight of a Stamp, and an approaching Peace. A Sheet of Blank Paper that must have this new Imprimatur clapt upon it, before it is qualified to Communicate any thing to the Publick, will make its Way in the World but very heavily. In short, the Necessity of carrying a Stamp, and the Improbability of Notifying a Bloody Battel, will, I am afraid, both concur to the sinking of those thin Folios, which have every other Day retailed to us the History of Europe for several Years last past. A Facetious Friend of mine who loves a Punn, calls this present Mortality among Authors, The Fall of the Leaf.'
All the papers, except the Spectator, rose their price just the value of the stamps; but that 'Society Journal' charged 1d. extra—a fact which caused no little grumbling—and which made Addison put forth all his powers of special pleading to vindicate (see No. 488).
The imposition of 1s. duty on advertisements had no deterrent effect upon them; this 'backbone of the paper' continued as before. There is nothing that I have found to guide us as to the prices of advertisements, except in one case—and I hardly think that can be called a representative one. It is that of a short-lived paper called 'THE GENEROUS ADVERTISER OR Weekly Information of TRADE and BUSINESS. To be published every Tuesday, and Friday, and 4000 of them always carefully Distributed and Given away Gratis each Day, in and about the City's of London and Westminster.' It enjoyed its brief existence in 1707. The terms were not excessive under the circumstances; 'Advertisements ... will be taken by the Men who carry this Paper about; Who will take them in very Carefully and Cheap viz. after the Rate of 3d. for every Fifty letters.'
Advertisements, with the exception of those of quack doctors and their medicines, were very much as now. Booksellers, public amusements, things lost, things for sale, etc., give those old sheets a strange similarity to those we are so familiar with.
Even the poor almanacs were taxed. The Protestant Post Boy, Nov. 15/17, 1711, says, 'Whereas, by an Act made last Sessions of Parliament, a Duty was laid on all Almanacks, and a Penalty of Ten Pounds is for any one that shall Sell any Almanacks without being first Stampt as the Law directs; and whereas the said Tax &c. has made a great Attraction in the Price, this is to give Notice to all Retale Buyers, or others that the Prices are as follows.
'An Almanack Bound in Red Leather, with Paper to Write on of any Sort. Ninepence.
'An Almanack of any Sort Sticht. Six Pence.
'Any Sheet Almanack Four Pence.'