The History of "Punch"

by M. H. Spielmann

[Contents]CHAPTER II.

PUNCH'S EARLY PROGRESS AND VICISSITUDES.

Reception of Punch—Early Struggles—Financial Help Invoked—The First Almanac—Its Enormous Success—Transfer of Punch to Bradbury and Evans—Terms of Settlement—The New Firm—Punch's Special Efforts—Succession of Covers—"Valentines," "Holidays," "Records of the Great Exhibition," and "At the Paris Exhibition."

The public reception of the first number of Punch was varied in character. Mr. Watts, R.A., once told me that the paper was regarded with but little encouragement by the occupants of an omnibus in which he was riding, one gentleman, after looking gravely through its pages, tossing it aside with the remark, "One of those ephemeral things they bring out; won't last a fortnight!" Dr. Thompson, Master of Trinity, informed Professor Herkomer that he, too, was riding in an omnibus on the famous 17th of July, when he bought a copy from a paper-boy, and began to look at it with curiosity. When he chuckled at the quaint wit of the thing, "Do you find it amusing, sir?" asked a lady, who was observing him narrowly. "Oh, yes." "I'm so glad," she replied; "my husband has been appointed editor; he gets twenty pounds a week!" One may well wonder who was this sanguine and trustful lady. Mr. Frith describes how, having overheard Joe Allen tell a friend, in the gallery of the Society of British Artists, to "look out for our first number; we shall take the town by storm!" he duly looked out, but was disappointed at finding nothing in it by Leech; and how when he went to a shop for the second number, to see if his idol had drawn anything for it, the newsman replied, "'What paper, sir? Oh, Punch! Yes, I took a few of the first number; but it's no go. You see, they billed it about a good deal' (how well I recollect that expression!), 'so I wanted to see what it was like. It won't do; it's no go.'"

The reception by the press was more encouraging—that is to say, by the provincial press, for the London papers took mighty little notice of the newcomer. The "Morning Advertiser," it is true, quaintly declared in praise of the "exquisite woodcuts, serious and comic," that they were "executed in the first style of art, at a price so low that we really blush to name it;" while the "Sunday Times" and a number of provincial papers of some slight account in their day professed astonishment at the absence of grossness, partisanship, profanity, indelicacy, and malice from its pages. "It is the first comic we ever saw," said the "Somerset County Gazette," "which was not vulgar. It will provoke many a hearty laugh, but never call a blush to the most delicate cheek." They vied with each other in their vocabulary of praise; and as to Punch's quips and sallies, his puns, his propriety, his "pencillings," and his cuts—they simply defied description; you just cracked your sides with laughter at the jokes, and that was all about it.

Yet, notwithstanding all this praise, the paper did not prosper; but whether it was that the price did not suit the public, although the "Advertiser" really blushed to name it, or that Punch had not yet educated his Party, cannot be decided. The support of the public did not lift it above a circulation of from five to six thousand, and on the appearance of the fifth number Jerrold muttered with a snort, "I wonder if there will ever be a tenth!" Everything that could be done to command attention, with the limited funds at disposal, was done. No sooner was Lord Melbourne's Administration defeated and discredited (for the Premier was angrily denounced for hanging on to office), than Punch displayed a huge placard across the front of his offices inscribed, "Why is Punch like the late Government? Because it is Just Out!!" And no device of the sort, or other artifice that could be suggested to the resourceful minds in Punch's cabinet, was left untried. Things were against Punch. It was not only that the public was neglectful, unappreciative. There was prejudice to live down; there were stamp duty, advertisement duty, and paper duty to stand up to; and there were no Smiths or Willings, or other great distributing agencies, to assist.

While Bryant was playing his uphill game, Punch, written by educated men, was doing his best not only to attract politicians and lovers of humour and satire, but to enlist also the support of scholars, to whom at that time no comic paper had avowedly appealed; and it is doubtless due to the assumption that his readers, like his writers, were gentlemen of education, that he quickly gained the reputation of being entitled to a place in the library and drawing-room, diffusing, so to speak, an odour of culture even in those early days of his first democratic fervour. We had a German "Punchlied," Greek Anakreontics, and plenty of Latin—not merely Leigh's mock-classic verses, but efforts of a higher humour and a purer kind, such, among many more, as the "Petronius," and the clever interlinear burlesque translations of Horace which came from the pen of H. A. Kennedy. Then "Answers to Correspondents" were maintained for a while inside the wrapper, which were witty enough to justify their existence. But it was felt that something more was wanted to make the paper "move;" and the first "Almanac" was decided upon.

The circulation meanwhile had not risen above six thousand, and ten thousand were required to make the paper pay. Stationer and contributors had all been paid, and "stock" was now valued at £250. That there was a constant demand for these back numbers (on September 27th, 1841, for example, £1 3s. 4½d.-worth were sold "over the counter"), was held to prove that the work was worth pushing; but it seemed that for want of capital it would go the way of many another promising concern. The difficulties into which Punch had fallen soon got noised abroad, and offers of assistance, not by any means disinterested, were not wanting to remind the stragglers of their position. Helping hands were certainly put out, but only that money might be dropped in. Then Last declined to go on. He had neither the patience nor the speculative courage of the Northumbrian engraver, and money had, not without great difficulty and delay, been found to pay him for his share—which had hitherto been a share only of loss. The firm of Bradbury and Evans had been looked to as a deus ex machinâ to take over the printing, and lift Punch out of the quagmire by acquiring Last's share and interest for £150. The offer was entertained, and an agreement drafted on September 25th, when, on the very same day, Bradbury and Evans wrote to withdraw, on the ground that they found the proposed acquisition "would involve them in the probable loss of one of their most valuable connections." Landells, who always regarded this action—without any definite grounds that I can discover—as a diplomatic move to involve him and his friends still more, so that more advantageous salvage terms might be made, hurriedly cast about for other succour, and alighted on one William Wood, printer, who lent money, but whose agreement as a whole was not executed, as it was considered "either usurious or exorbitant" by their solicitors, who characteristically concluded their bill thus:—"Afterwards attending at the office in Wellington Street to see as to making the tender, and to advise you on the sufficiency thereof, but you were not there; afterwards attending at Mr. H. Mayhew's lodging, but he was out; afterwards attending at Mr. Lemon's, and he was out; and we were given to understand you had all gone to Gravesend"—showing the one touch of nature which made all Punch-men kin.

In due course Landells acquired Last's share, and the printing was executed successively by Mr. Mitchell and by Mills, Jowett, and Mills, until it slid by a sort of natural gravitation into the hands of Bradbury and Evans. Landells had endeavoured to interest his friends in the paper, but soon discovered the fatal truth that one's closest friends are never so close as when it is a question of money.

Then came the Almanac, upon which were based many hopes that were destined to be more than realised. It has hitherto been considered as the work of Dr. Maginn, at that time, as at many others, an unwilling sojourner in a debtor's prison. But H. P. Grattan has since claimed the distinction of being, like the doctor, an inmate of the retreat known as Her Majesty's Fleet, where he was visited by Henry Mayhew. Mayhew, he said, lived surreptitiously with him for a week, and during that time, without any assistance from Dr. Maginn, they brought the whole work to a brilliant termination. Thirty-five jokes a day to each man's credit for seven consecutive days in the melancholy privacy of a prison cell is certainly a very remarkable feat—hardly less so than the alleged fact that Mayhew, who proposed the Almanac, as he proposed so many other good things for Punch, should have gone to the incarcerated Grattan for sole assistance, when he and his co-editors had so many capable colleagues at large. The claim does not deserve full credence, especially in face of Landells' declaration that "everyone engaged on it worked so admirably together, and it was done so well, that the town was taken by surprise, and the circulation went up in that one week from 6,000 to 90,000—an increase, I believe, unprecedented in the annals of publishing." The Almanac became at once the talk of the day; everybody had read it, and a contemporary critic declared that its cuts "would elicit laughter from toothache, and render gout oblivious of his toe."