A Texan organ ‘will seek to be a photograph of all the resources and needs of Texas; a mirror of her markets; a barometer of pure principles, sound public faith, and private honour. Democratic, but conservative, independent and outspoken in the exalted interests of just criticism—no panderer to partisan men or measures, whether right or wrong!’ This is independence with a vengeance, ahead even of the gazette which ‘favours immigration, morality, and the Christian religion; and unflinchingly opposes shams, rings, rogues, and enemies to the people. It exposes villainy and crime wherever found, and hence is read by the more intelligent classes of people in the field where it circulates.’
The conjunction of immigration and the Christian religion reminds one of the much bemourned lady who ‘painted in water-colours and of such is the kingdom of heaven.’ But there is a still more frank linking together of things temporal and spiritual in the ‘only Democratic out-and-out paper in Western Iowa,’ which sails under the motto, more Yankee than reverent, ‘Fear God, tell the truth, and make money;’ the editor further announcing that if he ‘is allowed to live under a Republican administration another year, he will carry your advertising at five cents per line, fifty dollars per column, or furnish his paper for one dollar fifty cents per year.’
The Horseheads Journal and Chemung Co. Greenback ‘exposes rascality everywhere, and aims to give something to interest and instruct everybody every week,’ from which it may be surmised that the Horseheads Journal and Chemung Co. Greenback is happier in its object than in its title. Many of these ‘wide-awake and spicy’ representatives of Western culture are not remarkable for the elegance of their names, the admixture of Indian and American resulting in some curious compounds, such as the Petrolea Topic, the Klickitat Sentinel, the Katahdin Kalendar, the Waxahachie Enterprise, and the Coshocton Age. Yankee, pure and simple, reigns in the Weekly Blade, Jacksonian, Biggsville Clipper, People’s Telephone, and New Haven Palladium; but there is a charm of euphony about the Xenia Sunlight and Golden Globe, and the brevity which may be the soul of wit in the Call, Item, Plaindealer, and Editor’s Eye.
The editors, as is well known, come much more to the front than is the case in England; they do not remain the invisible and mysterious ‘we’ of the editorial sanctum; their names are frequently advertised with those of the publishers, occasionally, indeed, accompanied by a portrait or other additional recommendation; one paper ‘is edited by two of the ablest newspaper men in the State, and it will be hard to find a better team in the editorial harness.’ ‘The most important feature,’ we learn, ‘of the Free Press is its funny squibs by the editor, “Driftings from Dreamland,” which are original and spicy;’ and as appropriately named, surely, is ‘a humorous department, “Tea and Toast,”’ to be found in another print. A Texas editor offers ‘upon justifiable encouragement to visit any county or city in Texas or Mexico and make a statistical “write-up” of their every interest and advantage,’ indicative of lively and reliable information for intending immigrants; and a Highland Recorder, with an affection for the Land o’ Cakes one can but sympathise with, says that ‘every page breathes of Clan-Alpine freshness.’
Great stress is laid upon the home-printing of the small journals—‘no patent outside or inside;’ ‘almost every sentence is of home manufacture, little clipping is done;’ ‘the only paper that does all its work at home,’ &c. A further noticeable feature is the frequent use of certificates and testimonials as to circulation from public and private individuals or from contemporary prints, or of self-recommendations such as that of the paper which ‘has a very fine list of country subscribers,’ or of the journal ‘published by a genuine Jayhawker,’ which ‘goes to every post-office in the northern part of the State.’
It is when we come to the direct announcements to advertisers, however, that we get perhaps the queerest hints from our American cousins. ‘Advertising rates cheerfully furnished’ appears frequently; ‘Advertisers love it’ is a short and sweet statement regarding one paper; ‘Should be patronised by every live advertiser;’ ‘Advertisers, do you want some return for your money? Read our inducements,’ say others. Then, ‘The modesty of the publishers deters them from mentioning the peculiar merits of the Courier as an advertising medium’—a modesty rivalled by the remark, ‘Rates of advertising so low that we are almost ashamed to announce them,’ which differs from the standpoint of a third, ‘Advertising rates held high enough to make a living for the publisher;’ and the latter appears upon the whole to be the more general sentiment, as may be testified by ‘Don’t send offers under price,’ ‘We only advertise for money.’ The last sentence alludes to a species of exchange evidently less popular among the publishers than with their clients. ‘No advertising solicited,’ says the Westfield Pantograph, ‘except for cash, or what may be as good. No space to give away or let at half-price.’ More decisive is the Calhoun Pilot, which ‘is choice in the admission of advertisements in its columns, and those it does admit, “due bills” of no character will settle for them. Must be in hard cash quarterly in advance, unless good references are given. Save your paper and postage, ye advertisers who have nothing to offer us for our space than your wares and due bills. We don’t want ’em. We have a good article to retail, and nothing but the almighty dollar will buy it. But,’ adds the Pilot more amiably, ‘while this is strictly our rule, our rates are low, and we give value received for all the lucre you place in our possession.’ Still more downright is the declaration, ‘No three-cornered patent pills, second-hand clothing, skunk-hunting machines, or hand-organs taken in payment for advertising.’ ‘The News publishes no dead ads., and gives no puffs;’ ‘No half-cash advertisements accepted, no swindling or bogus patrons wanted.’ ‘Dead-beat, swindling advertisers,’ sarcastically announces the Troy Free Press, ‘can have their matter chucked carefully into the stove by sending them to our office. Our space is for sale, and must be paid for at living rates.’ But there is encouragement for honest advertisers given by a Clipper-Herald through whose columns announcements ‘go to that class of people who are honest and intelligent and who pay for what they get;’ and in an equally straightforward assertion elsewhere, the mens conscia recti of the editor rises superior to grammar into the realms of wit: ‘Has a good circulation among a prompt-paying class of people—these be facts!’
Facts or not, there is a distinctive character about Jonathan’s advertisements equal to some of the fiction with which he has supplied us.
THE MISSING CLUE.
CHAPTER III.—THE EVENTS OF A NIGHT.
Down-stairs in the public room, the faithful Derrick is engaged in a seemingly interesting conversation with mine host Hobb Dipping and two or three other jolly good fellows, who are all drinking at his expense. No sign yet had the attendant discovered that had served to arouse his suspicions. No word had been spoken which in any way showed that the natives of this desolate place were anxious to know more about his master or himself. A suspicion of danger often arouses our fears and doubts when there is perhaps the smallest occasion for either. The honest countrymen troubled themselves much less about the matter than even the worthy host, who was happily indifferent to everything but the fact that Mr Morton and his servant were rare and profitable customers. The lumbering knot of labourers at length departs, and mine host locks and bars the door; while Derrick, not a little fatigued with the harassing events of the day, is left standing alone, surveying a row of empty benches which the retiring fenmen have just quitted. Burly Hobb comes back puffing and blowing, his red face glowing like the setting sun, and his bald skull spotted with perspiration through the exertion he has undergone in securing the strongly built outer door.