One of the first pieces the latter let Newbery have, was an article for the Literary Magazine of January, 1758. Then there came into existence The Universal Chronicle, or Weekly Gazette in April, 1758, for which Johnson wrote “The Idler.” In 1759, The British Magazine or Monthly Repository for Gentlemen and Ladies, by T. Smollett, M.D., and others was announced, Smollett then taking a rest cure in jail. As though magazines could be launched in a few hours without sinking, a daily sheet called the Public Ledger was brought into existence on January 12, 1760, for which Goldsmith wrote his “Chinese Letters.” Between this date and 1767, Goldsmith resided in a room on the upper floor of Newbery’s house at Islington, and the publisher’s son declares that while there Goldsmith read to him odd parts of “The Traveller” and the “Vicar of Wakefield.” This has not so much evidence to support it as the fact that bills presented at the front door for Goldsmith, usually found their way to Newbery for settlement.
How much actual suggestion Goldsmith gave to his publisher-employer, how far he influenced the character of the books to be printed, cannot be determined; he and Griffith and Giles Jones assuredly encouraged the juvenile picture stories. An advertisement of 1765 calls attention to the following: “The Renowned History of Giles Gingerbread, a little boy who lived upon learning” [the combination is very appropriate in its compensating qualities of knowledge and “sweets”]; “The Whitsuntide Gift, or the Way to be Happy”; “The Valentine Gift, or how to behave with honour, integrity and humanity”; and “The History of Little Goody Two Shoes, otherwise called Margery Two Shoes.”
Though he could not wholly escape the charge of catering to the moral craze of the time, Newbery at least infused into his little books something of imagination and something of heroic adventure; not sufficient however to please Dr. Johnson, who once said: “Babies do not want to hear about babies; they like to be told of giants and castles, and of somewhat which can stretch and stimulate their little minds.” A thrust at the ignorance of grown people, regarding what children like, is further seen in Johnson’s remark that parents buy, but girls and boys seldom read what is calculated for them.
There are many to praise Newbery’s prints; they were more or less oddities, even in their own time. Their usefulness was typified in such books as the “Circle of Sciences,” a compendium of universal knowledge; their attractiveness was dependent not only upon the beauty of their make, but also upon the queerness of their format; for example, such volumes as were called the snuff-box series, or ready references for waistcoat pockets. Then there was the combination plan, indicated in the announcement: “A Little Pretty Pocket-Book, intended for the Instruction and Amusement of Little Master Tommy and Pretty Miss Polly, with an agreeable letter to read from Jack-the-Giant-Killer, as also a Ball and Pincushion, the use of which will infallibly make Tommy a Good Boy, and Polly a Good Girl.... Price of the Book alone, 6d., with a Ball or Pincushion, 8d.”
The variety of Newbery’s ideas resulted in every species of book-publishing, from a children’s magazine (The Lilliputian), with Goldsmith as the reputed editor, to a child’s grammar. Interested one moment in a machine for the colouring of silks and cloths, at another he would be extolling the fever powders of Dr. James, a whilom schoolfellow of Johnson. He was untiring in his business activity. His firm changed name many times, but always Newbery remained the dominant figure. After his death, the business continued for some while to be identified with its founder, and for a long period his original policy was continued. Francis Newbery, the son, left an autobiography of historic value.
Newbery’s real genius consisted in his trading ability. Modern advertising is not more clever than that practised by this shrewd man of the eighteenth century. Not only was he in the habit of soliciting puffs, and of making some of the characters in his stories proclaim the excellencies of his books, but the personal note and the friendly feeling displayed in his newspaper items were uncommonly intimate. Witness the London Chronicle for December 19–January 1, 1765:
“The Philosophers, Politicians, Necromancers, and the learned in every faculty are desired to observe that on the first of January, being New Year’s day (oh, that we all may lead new lives!), Mr. Newbery intends to publish the following important volumes, bound and gilt, and hereby invites all his little friends who are good to call for them at the Bible and Sun, in St. Paul’s Churchyard, but those who are naughty to have none.”
Thomas in later years adopted the same method of advertising.
The most thorough piece of research work done by Mr. Charles Welsh is his “A Bookseller of the Last Century.” Had he aimed at nothing more than preserving the catalogue of Newbery’s books, he would have rendered a great service to the library student. But he has in addition written a very complete life of Newbery. When it is noted that this printer was brought into business relations with Robert Raikes, and was further connected with him by the union of Newbery’s son with Raikes’ sister, it is safe to believe that some of the piousness which crept into the publisher’s wares was encouraged by the zealous spirit of the founder of Sunday-schools. Raikes will be dealt with in his proper place.
Newbery was what may be termed an enthusiastic publisher, a careful manufacturer of books of the flower-and-gilt species. As a friend he has been pictured nothing loath to help the needy, but always with generous security and heavy interest attached; he was a business man above all else, and that betokens keenness for a bargain, a keenness akin to cleverness rather than to graciousness. In his “Life of Goldsmith,” Washington Irving is inclined to be severe in his estimate; he writes: