The 'World'—writes Dr. Chalmers, in his historical and biographical preface to this series—differs from its predecessors in the general plan, although the ultimate tendency is similar. We have here no philosophy of morals, no indignant censure of the grosser vices, no critical disquisitions, and, in general, scarcely anything serious. Irony is the predominant feature. This caustic species of wit is employed in the 'World' to execute purposes which other methods had failed to accomplish.
The authors of these essays affected to consider the follies of their day as beneath their notice, and therefore tried what good might be done by turning them into ridicule, under the mask of defence or apology, and thus ingeniously demonstrated that every defence of what is in itself absurd and wrong, must either partake of the ridiculous, or be intolerable and repugnant to common sense and reason. With such intentions, notwithstanding their apparent good humour, they may, perhaps, in the apprehension of many readers, appear more severe censors of the foibles of the age than any who have gone before them.
The design, as professed in the first paper, was to ridicule, with novelty and good humour, the fashions, foibles, vices, and absurdities of that part of the human species which calls itself 'The World;' and this the principal writers were enabled to execute with facility, from the knowledge incidental to their rank in life, the elevated sphere in which they moved, their intercourse with a part of society not easily accessible to authors in general, and the good sense which prevented them from being blinded by the glare or enslaved by the authority of fashion.
The 'World' was projected by Edward Moore[25] —in conjunction with Robert Dodsley, the eminent publisher of Johnson's 'Dictionary'—who fixed upon the name; and by defraying the expense, and rewarding Moore, became, and for many years continued to be, the sole proprietor of the work.
Edward Moore's abilities, his modest demeanour, inoffensive manners, and moral conduct, recommended him to the men of genius and learning of the age, and procured him the patronage of Lord Lyttleton, who engaged his friends to assist him in the way which a man not wholly dependent would certainly prefer. Dodsley, the publisher, stipulated to pay Moore three guineas for every paper of the 'World' which he should write, or which might be sent for publication and approved of. Lord Lyttleton, to render this bargain effectual, and an easy source of emolument to his protégé, solicited the assistance of such men as are not often found willing to contribute the labours of the pen, men of high rank in the state, and men of fame and fashion, who cheerfully undertook to supply the paper, while Moore reaped the emolument, and perhaps for a time enjoyed the reputation of the whole. But when it became known, as the information soon circulated in whispers, that such men as the Earls of Chesterfield, Bath, and Cork—that Horace Walpole, Richard Owen Cambridge, and Soame Jenyns—besides other persons of both distinction and parts—were leagued in a scheme of authorship to amuse the town, and that the 'World' was the bow of Ulysses, in which it was 'the fashion for men of rank and genius to try their strength,' we may easily suppose that it would excite the curiosity of the public in an uncommon degree.
The first paper was published January 24, 1753; it was consequently contemporary with the 'Adventurer,' which began November 7, 1752; but as the 'World' was published only once a week, it outlived the 'Adventurer' nearly two years, during which time it ran its course also with the 'Connoisseur.' It was of the same size and type and at the same price with the 'Rambler' and 'Adventurer,' but the sale in numbers was superior to either. In No. 3, Lord Chesterfield states that the number sold weekly was two thousand, which number, he adds, 'exceeds the largest that was ever printed, even of the "Spectator."' In No. 49, he hints that 'not above three thousand were sold.' The sale was probably not regular, and would be greater on the days when rumour announced his lordship as the writer. The usual number printed was two thousand five hundred, as stated in a letter from Moore to Dr. Warton. Notwithstanding the able assistance of his right honourable friends, Moore wrote sixty-one of these papers, and part of another. He excelled principally in assuming the serious manner for the purposes of ridicule, or of raising idle curiosity; his irony is admirably concealed. However trite his subject, he enlivens it by original turns of thought.
In the last paper, the conclusion of the work is made to depend on a fictitious accident which is supposed to have happened to the author and occasioned his death. When the papers were collected in volumes, Moore superintended the publication, and actually died while this last paper was in the press: a circumstance somewhat singular, when we look at the contents of it, and which induces us to wish that death may be less frequently included among the topics of wit.
It has been the general opinion, for the honour of rank, that the papers written by men of that description in the 'World' are superior to those of Moore, or of his assistants of 'low degree.' It may be conceded that among the contributories the first place is due, in point of genius, taste, and elegance, to the pen of Philip Dormer Stanhope, Earl of Chesterfield.
Lord Chesterfield's services to this paper were purely voluntary, but a circumstance occurred to his first communication which had nearly disinclined him to send a second. He sent his paper to the publisher without any notice of its authorship; it underwent a casual inspection, and, from its length, was at least delayed, if not positively rejected. Fortunately Lord Lyttleton saw it at Dodsley's, and knew the hand. Moore then hastened to publish the paper (No. 18), and thought proper to introduce it with an apology for the delay, and a neat compliment to the wit and good sense of his correspondent.
Chesterfield continued his papers occasionally, and wrote in all twenty-three numbers, certainly equal, if not superior, in brilliancy of wit and novelty of thought, to the most popular productions of this kind.