See also:

• ADVERTISEMENT, or ADVERTISING (Fr. avertissement, warning, or notice)

ADVERTISEMENT, or ADVERTISING (Fr. avertissement, warning, or See also:

• NOTICE

notice)  , the See also:

• PROCESS

process of obtaining and particularly of purchasing publicity . The business of advertising is of very See also:

• RECENT

recent origin if it be regarded as a serious See also:

• ADJUNCT (from Lat. ad, to, and jungere, to join)

adjunct to other phases of commercial activity . In some rudimentary See also:

• FORM (Lat. forma)

form the seller's See also:

• APPEAL

appeal to the buyer must, however, have accompanied the earliest development of See also:

• TRADE (O. Eng. trod, footstep, from tredan, to tread; in M. Eng. the forms teed, trod and trade appear, the last in the sense of a beaten track)
• TRADE, BOARD OF

trade . Under conditions of See also:

• PRIMITIVE

primitive See also:

• BARTER (from Fr. barater, to truck, to exchange)

barter, communities were so small that every producer was in immediate See also:

• PERSONAL

personal contact with every consumer . As the primeval See also:

• MAN
• MAN, ISLE OF (anc. Mona)

man's wolfish antipathy to the stranger of another See also:

• PACK (apparently from the root pak-, paq-, seen in Lat. pangere, to fasten; cf. " compact ")
• PACK, OTTO VON (c. 1480-1537)

pack gradually diminished, and as intercourse spread the infection of larger desires, the trapper could no longer satisfy his more complicated wants by the See also:

• MERE
• MERE, ADALBERT (1838-1909)

mere See also:

• EXCHANGE

exchange of his pelts for his See also:

• LOWLAND

lowland See also:

• NEIGHBOUR (O. Eng. neahgebiir, from Walt, " nigh," " near ")

neighbour's See also:

• CORN (a common Teutonic word; cf. Lat. granum, seed, grain)
• CORN (fromm Lat. corms, horn)

corn and oil . A began to accept from B the commodity which he could in turn deliver to C, while C in exchange for B's product gave to A what D had produced and bartered to C . The mere statement of such a transaction sufficiently presents its clumsiness, and the use of primitive forms of See also:

• COIN
• COIN (older forms of the word are coyne, quoin and coign, all derived through the O. Fr. coing, and cuigne from Lat. cuneus, a wedge)

coin soon simplified the See also:

• ORIGINAL

original process of See also:

• BARE

bare barter . It is reasonable to suppose that as soon as the introduction of currency marked the See also:

• ABANDONMENT (Fr. abandonnement, from abandonner, to abandon, relinquish; abandonner was originally equivalent to mettred banddn, to leave to the jurisdiction, i.e. of another, bandon being from Low Latin bandum, bannum, order, decree, " ban ")

abandonment of See also:

• DIRECT

direct relations between purchaser and consumer an informal See also:

• SYSTEM

system of See also:

• ADVERTISEMENT, or ADVERTISING (Fr. avertissement, warning, or notice)

advertisement in turn See also:

• ROSE
• ROSE (Rosa)
• ROSE, GEORGE (1744-1818)
• ROSE, HUGH JAMES (1795—1838)
• ROSE, WILLIAM STEWART (1775-1843)

rose to meet the need of publicity . At first the offer of the producer must have been brought to the trader's See also:

• ATTENTION (from Lat. ad-tendo, await, expect; the condition of being " stretched " or " tense ")

attention, and the trader's offer to the See also:

• NOTICE

notice of the consumer, by casual personal contact, supplemented by See also:

• LOCAL

local rumour . The See also:

• GRADUAL (Med. Lat. gradualis, of or belonging to steps or degrees; gradus, step)

gradual growth of markets and their development into periodical fairs, to which merchants from distant places resorted, afforded, until See also:

• PRINTING (from Lat. imprimere, O. Fr. empreindre)

printing was invented, the only means of extended advertisement . In See also:

• ENGLAND
• ENGLAND, THE CHURCH OF

England, during the 3rd See also:

• CENTURY (from Lat. centuria, a division of a hundred men)

century, See also:

• STOURBRIDGE

Stourbridge See also:

• FAIR

Fair attracted traders from abroad as well as from all parts of England, and it may be conjectured that the crying of wares before the booths on the See also:

• BANKS, GEORGE LINNAEUS (1821-1881)
• BANKS, NATHANIEL PRENTISS (1816–1894)
• BANKS, SIR JOSEPH
• BANKS, THOMAS (1735-1805)

banks of the See also:

• STOUR

Stour was the first form of advertisement which had any marked effect upon See also:

• ENGLISH

English See also:

• COMMERCE
• COMMERCE (Lat. commercium, from, cum, together, and rnerx, merchandise)

commerce . As the fairs of the See also:

• MIDDLE

middle ages, with the tedious and hazardous journeys they involved, gradually gave See also:

• PLACE (through Fr. from Lat. platea, street; Gr. IrAar6s, wide)

place to a more convenient system of trade, the 15th century brought the invention of printing, and led the way to the See also:

• MODERN

modern development of advertising .

The Americans, to whom the elaboration of newspaper advertising is primarily due, had but just founded the first English-speaking community in the western hemisphere when the first newspaper was published in England . But although the first periodical publication containing See also:

• NEWS

news appeared in the See also:

• MONTH
• MONTH (a common Teutonic word, cf. Ger. Mond, Du. maand, Dan. maaned, &c., and cognate with Lat. mensis, Gr. µi7v, &c., in other branches of the Indo-Germanic family; all ultimately from the root seen in the word for the moon in nearly all those languages

month of May 1622, the first newspaper advertisement does not seem to have been published until See also:

• APRIL

April 1647 . It formed a See also:

• PART

part of No . 13 of Perfect Occurrences of Every Daie journall in See also:

• PARLIAMENT (Anglo-Lat. parliamentum, Fr. parlement, from parler, to speak)

Parliament, and other Moderate Intelligence, and it read as follows: A See also:

• BOOK

Book applauded by the See also:

• CLERGY (M.E. clergie, O. Fr. clergie, from Low Lat. form clericia [Skean, by assimilation with O. Fr. clergie, Fr. clerge,from Low Lat. clericatus)
• CLERGY, BENEFIT OF

Clergy of England, called The Divine Right of See also:

• CHURCH
• CHURCH (according to most authorities derived from the Gr. Kvpcaxov [&wµa], " the Lord's [house]," and common to many Teutonic, Slavonic and other languages under various forms—Scottish kirk, Ger. Kirche, Swed. kirka, Dan. kirke, Russ. tserkov, Buig. cerk
• CHURCH, FREDERICK EDWIN (1826-1900)
• CHURCH, GEORGE EARL (1835–1910)
• CHURCH, RICHARD WILLIAM (1815–189o)
• CHURCH, SIR RICHARD (1784–1873)

Church See also:

• GOVERNMENT
• GOVERNMENT (0. Fr. governement, mod. gouvernement, O. Fr. governer, mod. gouverner, from Lat. gubernare, to steer a ship, guide, rule; cf. Gr. xv(3epvav)

Government, Collected by sundry eminent Ministers in the Citie of See also:

• LONDON

London; Corrected and augmented in many places, with a briefe Reply to certain Queries against the Ministery of England; Is printed and published for See also:

• JOSEPH
• JOSEPH, COMTE DE (1785-1870)
• JOSEPH, FATHER (FRANCOIS LECLERC DU TREMBLAY) (1577-1638)

Joseph Hunscot and See also:

• GEORGE
• GEORGE, 8TH MARQUESS OF TWEEDDALE (1787-1876)
• GEORGE, HENRY (1839—1897)
• GEORGE, LAKE
• GEORGE, SAINT (d. 303)

George See also:

• CALVERT
• CALVERT, FREDERICK CRACE (1819–1873)
• CALVERT, SIR HARRY, BART

Calvert, and are to be sold at the Stationers' See also:

• HALL
• HALL (generally known as SCHWABISCH-HALL, tc distinguish it from the small town of Hall in Tirol and Bad-Hall, a health resort in Upper Austria)
• HALL (O.E. heall, a common Teutonic word, cf. Ger. Halle)
• HALL, BASIL (1788-1844)
• HALL, CARL CHRISTIAN (1812–1888)
• HALL, CHARLES FRANCIS (1821-1871)
• HALL, CHRISTOPHER NEWMAN (1816—19oz)
• HALL, EDWARD (c. 1498-1547)
• HALL, FITZEDWARD (1825-1901)
• HALL, ISAAC HOLLISTER (1837-1896)
• HALL, JAMES (1793–1868)
• HALL, JAMES (1811–1898)
• HALL, JOSEPH (1574-1656)
• HALL, MARSHALL (1790-1857)
• HALL, ROBERT (1764-1831)
• HALL, SAMUEL CARTER (5800-5889)
• HALL, SIR JAMES (1761-1832)
• HALL, WILLIAM EDWARD (1835-1894)

Hall, and at the See also:

• GOLDEN

Golden Fleece in the Old See also:

• CHANGE (derived through the Fr. from the Late Lat. cambium, cambiare, to barter; the ultimate derivation is probably from the root which appears in the Gr. «a urmu', to bend)

Change . Among the Mercuries,-as the weekly See also:

• NEWSPAPERS

newspapers of the See also:

• DAY (O. Eng. dreg, Ger. Tag; according to the New English Dictionary, " in no way related to the Lat. dies")
• DAY, JOHN (1574-1640?)
• DAY, THOMAS (1748-1789)

day were called, was the Mercurius Elencticus, and in its 45th number, published on the 4th of See also:

• OCTOBER

October 1648, there appeared the following advertisement: The Reader is desired to peruse a See also:

• SERMON (Lat. sermo, a discourse)

Sermon, ntituled A Looking-Glasse for See also:

• LEVELLERS

Levellers, Preached at St . See also:

• PETERS (or PETER), HUGH (1598–166o)
• PETERS, KARL (1856– )

Peters, Paules See also:

• WHARF

Wharf, on See also:

• SUNDAY

Sunday, See also:

• SEPT

Sept . 24th 1648, by See also:

• PAUL
• PAUL (PAULUS)

Paul Knell, Mr. of Arts . Another See also:

• TRACT (from Lat. tractare, to treat of a matter, through Provencal tractat and Ital. trattato)

Tract called A Reflex upon our Reformers, with a See also:

• PRAYER (from Lat. precari, entreat; Ital. pregaria, Fr. priere)
• PRAYER, BOOK OF COMMON

prayer for the Parliament . In an issue of the Mercurius Politicus, published by See also:

• MARCHMONT, EARLS OF

Marchmont Nedham, who is described as " perhaps both the ablest and the readiest man that had yet tried his See also:

• HAND
• HAND (a word common to Teutonic languages; cf. Ger. Hand, Goth. handus)
• HAND, FERDINAND GOTTHELF (1786-185r)

hand at a newspaper," there appeared in See also:

• JANUARY

January 1652 an advertisement, which has often been erroneously cited as the first among newspaper advertisements . It read as follows: Irenodia Gratulatoria, a heroic poem, being a congratulatory panegyrick for my See also:

• LORD
• LORD (O. Eng. hldford, i.e. hldfweard, the warder or keeper of bread, hlIf, loaf; the word is not represented in any other Teutonic language)
• LORD, JOHN (1810-1894)

Lord See also:

• GENERAL
• GENERAL (Lat. generalis, of or relating to a genus, kind or class)

General's return, summing up his successes in an exquisite manner . To be sold by See also:

• JOHN
• JOHN (1167–1216)
• JOHN (1290-c. 1320)
• JOHN (1296-1346)
• JOHN (1371–1419)
• JOHN (1468-1532)
• JOHN (1801-1873)
• JOHN (Heb. llni')
• JOHN (ZAPOLYA) (1487-1540)
• JOHN, 4TH MARQUESS OF TWEEDDALE (c. 1695-1762)
• JOHN, DON (1545-1578)
• JOHN, DON (1629–1679)
• JOHN, GOSPEL OF ST
• JOHN, or HAYS (1513–1571)
• JOHN, THE APOSTLE
• JOHN, THE EPISTLES OF

John See also:

• HOLDEN, HUBERT ASHTON (1822-1896)
• HOLDEN, SIR ISAAC, BART

Holden, in the New Exchange, London, Printed by See also:

• THOMAS
• THOMAS (c. 1654-1720)
• THOMAS (d. 110o)
• THOMAS, ARTHUR GORING (1850-1892)
• THOMAS, CHARLES LOUIS AMBROISE (1811-1896)
• THOMAS, GEORGE (c. 1756-1802)
• THOMAS, GEORGE HENRY (1816-187o)
• THOMAS, ISAIAH (1749-1831)
• THOMAS, PIERRE (1634-1698)
• THOMAS, SIDNEY GILCHRIST (1850-1885)
• THOMAS, ST
• THOMAS, THEODORE (1835-1905)
• THOMAS, WILLIAM (d. 1554)

Thomas Newcourt, 1652 . The See also:

• ARTICLE (from Lat. articulus, a joint)

article " On the Advertising System," published in the See also:

• EDINBURGH

Edinburgh See also:

• REVIEW (Fr. revue, from revoir, to see again, Lat. re and videre)

Review for See also:

• FEBRUARY

February 1843, contains the fullest See also:

• ACCOUNT
• ACCOUNT (through O. Fr. acont, Late Lat. comptum, cornputare, to calculate)

account of See also:

• EARLY
• EARLY, JUBAL ANDERSON (1816-1894)

early English advertising that has ever been given, and it has been very freely See also:

• DRAWN

drawn upon by all writers who have since discussed the subject .

But it describes this advertisement in the Mercurius Politicus as " the very first," and the See also:

• DISCOVERY

discovery of the two earlier instances above quoted was due to the researches of a contributor to Notes and Queries . In The See also:

• CROSBY, HOWARD (1826–1891)

Crosby Records, the See also:

• COMMONPLACE

commonplace-books of See also:

• WILLIAM
• WILLIAM (1143-1214)
• WILLIAM (1227-1256)
• WILLIAM (1J33-1584)
• WILLIAM (A.S. Wilhelm, O. Norse Vilhidlmr; O. H. Ger. Willahelm, Willahalm, M. H. Ger. Willehelm, Willehalm, Mod.Ger. Wilhelm; Du. Willem; O. Fr. Villalme, Mod. Fr. Guillaume; from " will," Goth. vilja, and " helm," Goth. hilms, Old Norse hidlmr, meaning
• WILLIAM (c. 1130-C. 1190)
• WILLIAM, 13TH

William Blundell, there is an interesting comment, dated 1659, on the lack of advertising facilities at that See also:

• PERIOD
• PERIOD (Gr. irepioSos, a going or way round, circuit, aepi, round, and &Sis, way, road)

period It would be very expedient if each See also:

• PARISH (Gr. irapouda, district, neighbourhood; 7r&poucos, one dwelling near or beside, from crap&, OtKOS, house; Lat. paroecur, Late Lat. parochia; cf. Fr. paroisse)

parish or See also:

• VILLAGE

village might have some place, as the church or smithy, wherein to publish (by papers posted up) the wants either of the buyer or the seller, as such a See also:

• FIELD (a word common to many West German languages, cf. Ger. Feld, Dutch veld, possibly cognate with O.E. f olde, the earth, and ultimately with root of the Gr. irAaror, broad)
• FIELD, CYRUS WEST (1819-1892)
• FIELD, DAVID DUDLEY (18o5-1894)
• FIELD, EUGENE (1850-1895)
• FIELD, FREDERICK (18o1—1885)
• FIELD, HENRY MARTYN (1822-1907)
• FIELD, JOHN (1782—1837)
• FIELD, MARSHALL (183 1906)
• FIELD, NATHAN (1587—1633)
• FIELD, STEPHEN JOHNSON (1816-1899)
• FIELD, WILLIAM VENTRIS FIELD, BARON (1813-1907)

field to be let, such a servant, or such a service, to be had, &c . There was a book published in London weekly about the See also:

• YEAR

year 1657 which was called as I remember) The Publick See also:

• ADVICE (Fr. avis, from Lat. ad, to, and visum, viewed)

Advice . It gave See also:

• INFORMATION (from Lat. informare, to give shape or form to, to represent, describe)

information in very many of these particulars . A year later the same diarist says There is an See also:

• OFFICE (from Lat. officium, " duty," " service," a shortened form of opifacium, from facere, " to do," and either the stem of opes, " wealth," " aid," or opus, " work ")

office near the Old Exchange in London called the office of Publick Advice . From thence both printed and private information of this useful nature are always to be had . But what they See also:

• PRINT

print is no more than a See also:

• LEAF (O. Eng. leaf, cf. Dutch loof, Ger. Laub, Swed. lof, &c.; possibly to be referred to the root seen in Gr. Ma-eta, to peel, strip)

leaf or less in a diurnal . I was in this office . The diurnal consisted of sixteen pages See also:

• QUARTO

quarto in 1689 . In No . 62 of the London See also:

• GAZETTE

Gazette, published in See also:

• JUNE

June 1666, the first advertisement supplement was announced An Advertisement—Being daily prest to the Publication of Books, Medicines, and other things not properly the business of a See also:

• PAPER
• PAPER (Fr. papier, from Lat. papyrus)

Paper of Intelligence, This is to notifie, once for all, that we will not See also:

• CHARGE
• CHARGE (through the Fr. from the Late Lat. carricare, to load in a carrus or wagon; cf. " cargo ")

charge the Gazette with Advertisements, unless they be See also:

• MATTER

matter of See also:

• STATE
• STATE, GREAT OFFICERS OF

State: but that a Paper of Advertisements will be forthwith printed apart, & recommended to the Publick by another hand . In No .

94 of the same See also:

• JOURNAL
• JOURNAL (through Fr. from late Lat. diurnalis, daily)

journal, published in October 1666, there appeared a See also:

• SUGGESTION

suggestion that sufferers from the See also:

• GREAT

Great See also:

• FIRE (in O. Eng. f j'r; the word is common to West German languages, cf. Dutch vuur, Ger. Feuer; the pre-Teutonic form is seen in Sanskrit pu, pavaka, and Gr. irup; the ultimate origin is usually taken to be a root meaning to purify, cf. Lat. purus)

Fire should avail themselves of this means of publicity Such as have settled in new habitations since the See also:

• LATE

late Fire, and See also:

• DESIRE

desire for the convenience of their See also:

• CORRESPONDENCE
• CORRESPONDENCE (from med. scholastic Lat. correspondentia, corrcspondere, compounded of Lat. cum, with, and respond ere, to answer; cf. Fr. correspondance)

correspondence to publish the place of their See also:

• PRESENT

present See also:

• ABODE (from " abide," to dwell, properly " to wait for ," to bide)

abode, or to give notice of Goods lost or foundmay repair to the corner See also:

• HOUSE
• HOUSE (O. Eng. hiss, a word common to Teutonic languages, cf. Dut. huis, Ger. Haus; in Gothic it is only found in gudhiss, a temple; it may be ultimately connected with the root of " hide," conceal)

House in Bloomsbury on the See also:

• EAST
• EAST, ALFRED (1849- )

East See also:

• SIDE
• SIDE (mod. Eski Adalia)

Side of the Great Square, before the House of the Right See also:

• HONOURABLE (Fr. honorable, from Lat. honorabilis, worthy of honour)

Honourable the Lord Treasurer, where there is care taken for the See also:

• RECEIPT (M.E. receite, derived through Fr. from Lat. recepta, participle of recipere, to receive)

Receipt and Publication of such Advertisements . The earlier advertisements, with the exception of formal notices, seem to have been concerned exclusively With either books or See also:

• QUACK

quack remedies . The first trade advertisement, which does not fall within either of these categories, was curiously enough the first advertisement of a new commodity, See also:

• TEA (Chinese cha, Amoy dialect t€)

tea . The following advertisement appeared in the Mercurius Politicus, No.435, for See also:

• SEPTEMBER (Lat. septem, seven)

September 1658 That excellent and by all Physitians approved See also:

• CHINA

China Drink, called by the Chineans Tcha, by other nations See also:

• TAY
• TAY, LOCH

Tay, See also:

• ALIAS (Lat. for " at another time ")

alias Tee, is sold at the Sultaness See also:

• HEAD (in 0. Eng. heafad; the word is common to Teutonic languages; cf. Dutch hoofd, Ger. Haupt, generally taken to be in origin connected with Lat. caput, Gr. KerbOvi7)
• HEAD, SIR EDMUND WALKER, BART
• HEAD, SIR FRANCIS BOND, BART

Head, a cophee-house in Sweetings Rents, by the Royal Exchange, London . The See also:

• HISTORY

history of See also:

• SLAVERY

slavery, of privateering and of many other curious incidents and episodes of English history during the 17th and 18th centuries might be traced by examination of the antiquated advertisements which writers upon such subjects have already collected . In See also:

• ORDER
• ORDER (through Fr. ordre, for earlier ordene, from Lat. ordo, ordinis, rank, service, arrangement; the ultimate source is generally taken to be the root seen in Lat. oriri, rise, arise, begin; cf. " origin ")
• ORDER, HOLY

order that space may be found for some See also:

• CONSIDERATION (from Lat. considerare, to look at closely, examine, generally taken to be from con-, and the base seen in sidus, sideris, a star, the word being supposed to be originally an astrological or astronomical term)

consideration of the See also:

• PRACTICAL

practical aspects of modern advertising, the discussion of its gradual development must be curtailed . Nor is it necessary to See also:

• PREFACE (Med. Lat. prefatia, for classical praefatio, praefari, to speak beforehand)

preface this consideration by any laboured statement of the importance which advertising has assumed . It is a matter of See also:

• COMMON

common knowledge that several business houses are to be found in Great See also:

• BRITAIN (Gr. Hperavuml vi7vot, Bperravia; Lat. Britannia, rarely Britannia)

Britain, and a larger number in the See also:

• UNITED

United States, who spend not less than £50,000 a year in advertising, while one patent See also:

• MEDICINE

medicine See also:

• COMPANY

company, operating both in England and the United States, has probably spent not less than £200,000 in Great Britain in one year, and an English See also:

• COCOA

cocoa manufacturer is supposed to have spent £15o,000 in Great Britain . Some of the best See also:

• WORKS

works of artists as distinguished as See also:

• SIR

Sir John See also:

• MILLAIS, SIR JOHN EVERETT (1829-1896)

Millais, Sir H. von Herkomer and Mr Stacy Marks have been scattered broadcast by advertisers . The See also:

• PURCHASE

purchase of Sir John Millais' picture " Bubbles " for £2200 by the proprietors of a well-known See also:

• BRAND, JOHN (1744-1806)
• BRAND, SIR JOHN HENRY (1823-1888)

brand of See also:

• SOAP

soap is probably the most remarkable instance of the See also:

• EXPENDITURE

expenditure in this direction which an advertiser may find profitable . There are in London alone more than 350 advertising agents, of whom upwards of a See also:

• HUNDRED

hundred are known as men in a considerable way of business . The statements which from See also:

• TIME (0. Eng. Lima, cf. Icel. timi, Swed. timme, hour, Dan. time; from the root also seen in " tide," properly the time of between the flow and ebb of the sea, cf. O. Eng. getidan, to happen, " even-tide," &c.; it is not directly related to Lat. tempus)
• TIME, MEASUREMENT OF
• TIME, STANDARD

time to time find currency in the newspapers with regard to the See also:

• TOTAL

total amount of See also:

• MONEY

money annually spent. upon advertising in Great Britain and in the United States are necessarily no better than conjectures, but no detailed See also:

• STATISTICS

statistics are required in order to demonstrate what every reader can plainly see for himself, that advertising has definitely assumed its position as•a serious field of commercial enterprise .

Advertising, as practised at the beginning of the loth century, may be divided into three general classes: 1 . Advertising in periodical publications . 2 . Advertising by posters, signboards (other than those placed upon premises where the advertised business is conducted), transparencies and similar devices . 3 . Circulars, sent in quantities to specific classes of persons to whom the advertiser specially desired to address himself . It may be noted at the outset that advertising in periodical publications exercises a reflex See also:

• INFLUENCE (Late Lat. influentia, from influere, to flow in)

influence upon these publications . The daily, weekly and monthly publications of the day are accustomed to look to advertisements for so large a part of their See also:

• REVENUE
• REVENUE (0. Fr. revenu, from revenir, to return)

revenue that the purchaser of a periodical publication receives much greater value for his money than he could reasonably expect from the publisher if the aggregate advertising receipts did not constitute a perpetual See also:

• SUBSIDY (through Fr. from Lat. subsidium, reserve troops, aid, assistance, from subsidere, literally " to sit or remain behind or in reserve,")

subsidy to the publisher . It is not to be supposed, however, that the receipts from the See also:

• SALE
• SALE, GEORGE (c. 1697-1736)
• SALE, SIR ROBERT HENRY (1782—1845)

sale of a paper See also:

• COVER (from the Fr. convert, from couvrir, to cover, Lat. cooperire)

cover all its expenses and that the advertising revenue is all clear profit . The See also:

• AVERAGE

average newspaper reader would be amazed if he knew at how great a cost the day's news is laid before him . A dignified journal displays no inclination to cry from the house-tops the vastness of its expenditure, but from time to time an See also:

• ACCIDENT
• ACCIDENT (from Lat. accidere, to happen)

accident enables the public to obtain information in this connexion . The See also:

• EVIDENCE (Lat. evidentia, evideri, to appear clearly)

evidence taken by a recent See also:

• COPYRIGHT

Copyright See also:

• COMMISSION (from Lat. commissio, committere)

Commission disclosed that the expenditure of the leading English journal upon See also:

• FOREIGN

foreign news alone amounted to more than £so 000 in the course of one year, and that a year not characterized by any great See also:

• WAR
• WAR (O. Eng. werre, Fr. guerre, of Teutonic origin; cf. O.H.G. werran, to confound)

war to swell the See also:

• ORDINARY (med. Lat. ordinarius, Fr. ordinaire)

ordinary See also:

• VOLUME

volume of See also:

• CABLE (from Late Lat. capulum, a halter, from capere, to take hold of)
• CABLE, GEORGE WASHINGTON (1844– )

cable despatches .

In the See also:

• CASE
• CASE, JOHN (d. 1600)

case of daily papers sold at the minimum See also:

• PRICE
• PRICE, BARTHOLOMEW (1818–1898)
• PRICE, BONAMY (1807-1888)
• PRICE, RICHARD (1723-1791)

price, it is not less obvious that the costliness of news service renders advertising revenue indispensable, for although these less important See also:

• JOURNALS

journals spend less money, the price at which they are supplied to the news agents is very small in proportion to the cost of their See also:

• PRODUCTION (Lat. productionem, from producere, to pro-duce)

production . If, however, this thought be pursued to its logical conclusion, the advertiser must admit that he in turn receives, from those among newspaper readers who purchase his wares, prices sufficiently high to cover the cost of his advertising . So that the reader is in the curious position of directly paying a certain price for his newspaper, receiving a newspaper fairly See also:

• WORTH
• WORTH, CHARLES FREDERICK (1825-1895)

worth more than that price, while this price is supplemented by the indirect incidence of a sort of tax upon many of the commodities he consumes . On the other hand, a great part of the advertisements in a daily newspaper have themselves an See also:

• INTEREST

interest and utility not less than that possessed by the news . The man who desires to hire a house turns to the classified lists which the newspaper publishes day after day, and servants and employers find one another by the same means . The theatrical announcements are so much a part of the news that even if a journal were not paid for their insertion they could not be altogether omitted without inconvenience to the reader . In the See also:

• MAIN (from the Aryan root which appears in " may " and " might," and Lat. magnus, great)
• MAIN (Lat. Moenus)

main, however, it is the advertiser who seeks the reader, not the reader who seeks the advertiser, and the care with which advertisements are prepared, and the certainty with which the success or failure of a trader may be traced to his skill or want of skill as an advertiser, show that the proper use of advertising is one of the most indispensable branches of commercial training . Before discussing in detail the methods of advertising in periodical publications it may be well to See also:

• COMPLETE

complete, for the use See also:

• POSTER

Poster of the general reader, a brief survey of the whole and sign subject by examining the two other classes of advertise-advertise- went . The most enthusiastic See also:

• PARTISAN, or PARTIZAN

partisan of advertising menu. will admit that posters and similar devices are very generally regarded by the public as See also:

• SOURCES

sources of annoyance . A bold headline or a conspicuous See also:

• ILLUSTRATION

illustration in a newspaper advertisement may for a moment force itself upon the reader's attention . In the See also:

• FRENCH
• FRENCH, DANIEL CHESTER (1850– )
• FRENCH, NICHOLAS (1604-1678)

French, and in some English newspapers, where an advertisement is often given the form of an See also:

• ITEM (a Latin adverb meaning " also," " likewise ")

item of news, the reader is distressed by the See also:

• CONSTANT, BENJAMIN (1845-1902)

constant fear of being hoodwinked . He begins to read an account of a See also:

• STREET
• STREET, GEORGE EDMUND (1824-1881)

street accident, and finds at the end of the See also:

• PARAGRAPH

paragraph a puff of a See also:

• PANACEA (Gr. lravaKeia, all-healing, from was, all, and aueioOae, to heal)

panacea for bruises .

The best English and See also:

• AMERICAN

American journals have refused to lend themselves to this sort of trickery, and in no one of the best journals printed in the English See also:

• LANGUAGE (adapted from the Fr. langage, from langue, tongue, Lat. lingua)

language will there be found an advertisement which is not so plainly differentiated from news matter that the reader may avoid it if he See also:

• SEES

sees See also:

• FIT

fit to do so . On the whole, then, newspaper advertisements ask, but do not compel attention . The whole theory of poster advertising is, on the other hand, one of tyranny . The advertiser who pays for space upon a hoarding or See also:

• WALL (O. Eng. weal, weall, Mid. Eng. wal, wane, adapted from Lat. vallum, rampart; the original O. Eng. word for a wall was wag or tenth)
• WALL, RICHARD (1694-1778)

wall, although he may encourage a form of See also:

• ART

art, deliberately violates the wayfarer's mind . A trade-See also:

• MARK
• MARK, CARL (1858– )
• MARK, GOSPEL OF ST
• MARK, ST

mark or a catch-word presents itself when See also:

• EYE
• EYE (O. Eng. edge, Ger. Auge; derived from an Indo-European root also seen in Lat. oc-ulus, the organ of vision (q.v.)

eye and thought are occupied with other subjects . Those who See also:

• OBJECT

object to this class of advertisement assert, with some show of See also:

• REASON (Lat. ratio, through French raison)

reason, that an advertisement has no more right to See also:

• ASSAULT (from Lat. ad, to or on, and saltare, to leap)

assault the eye in this See also:

• FASHION (adapted from Fr. facon, agon, Lat. factio, making, facere, to do or make)

fashion than to See also:

• STORM (in O. Eng..storm, and so in Du. and Low Ger.; in O. H. Ger. and mod. Ger. Sturm; the root is probably that seen in " stir," to rouse, move, disturb, cf. Ger. storen)
• STORM, THEODOR WOLDSEN (1817-1888)

storm the See also:

• EAR (common Teut.; O.E. are, Ger. Ohr, Du. oor, akin to Lat. auris, Gr. ovs)

ear by an inordinate din; and a man who came up behind another man in the street, placed his mouth See also:

• CLOSE
• CLOSE (from Lat. clausum, shut)
• CLOSE, MAXWELL HENRY (1822-1903)

close to the other's ear, and bawled a recommendation of some brand of soap or See also:

• TOBACCO

tobacco, would be regarded as an intolerable disturber of public See also:

• PEACE
• PEACE, BREACH OF THE

peace and comfort . Yet if the owner of a house sees fit to paint advertisements upon his walls, his exercise of the jealously guarded rights of private See also:

• PROPERTY

property may not lightly be disturbed . For the most part, both See also:

• LAW
• LAW (0. Eng. lagu, M. Eng. lawe; from an old Teutonic root lag, " lie," what lies fixed or evenly; cf. Lat. lex, Fr. loi)
• LAW, JOHN (1671—1729)
• LAW, WILLIAM (1686-1761)

law and public See also:

• OPINION (Lat. opinio, from opinari, to think)

opinion content themselves with restraining the worst excesses of the advertiser, leaving many sensitive persons to suffer . The See also:

• NATIONAL

National Society for Checking the Abuses of Public Advertising (known as SCAPA), founded in 1893 in London, was organized for purposes which it describes as follows: The society aims at protecting the picturesque simplicity of rural and See also:

• RIVER

river scenery, and promoting a regard for dignity and propriety of aspect in towns—with especial reference to the abuses of spectacular advertising . It seeks to procure legislation whereby local representative bodies would be enabled to exercise See also:

• CONTROL (Fr. contrdle, older form contre rolle, from Med. Lat. contra-rotulus, a counter roll or copy of a document used to check the original; there is no instance in English of the use of " control " in this, its literal, meaning)

control, by means of by-See also:

• LAWS

laws framed with a view to enabling them, at any See also:

• RATE

rate, to See also:

• GRANT (from A.-Fr. graunter, O. Fr. greanter for creanter, popular Lat. creantare, for credentare, to entrust, Lat. credere, to believe, trust)
• GRANT, ANNE (1755-1838)
• GRANT, CHARLES (1746-1823)
• GRANT, GEORGE MONRO (1835–1902)
• GRANT, JAMES (1822–1887)
• GRANT, JAMES AUGUSTUS (1827–1892)
• GRANT, ROBERT (1814-1892)
• GRANT, SIR ALEXANDER
• GRANT, SIR FRANCIS (1803-1878)
• GRANT, SIR JAMES HOPE (1808–1895)
• GRANT, SIR PATRICK (1804-1895)
• GRANT, U
• GRANT, ULYSSES SIMPSON (1822-1885)

grant See also:

• RELIEF

relief in cases of flagrant and acknowledged abuse . It is believed that, when regulation is applied in cases where local conditions are peculiarly favourable, the See also:

• ADVANTAGE

advantage will be so apparent that, by force of See also:

• IMITATION (Lat. imitatio, from intitari, to imitate)

imitation and competition, the enforcement of a reasonable See also:

• STANDARD
• STANDARD, BATTLE OF THE

standard will gradually become common . The degree of See also:

• RESTRAINT (from " to restrain," Lat. restringere, to hold back, prevent)

restraint will, of course, depend upon the varying requirements of different places and positions .

No hard-and-fast See also:

• RULE

rule is suggested; no particular class of advertisement is proscribed; certainly no general See also:

• PROHIBITION (Lat. prohibere, to prevent)

prohibition of posters on temporary hoardings is contemplated . Within the See also:

• METROPOLITAN (Lat. metropolitanus, Gr. µnrpoiroXtrns)

metropolitan See also:

• AREA

area See also:

• SKY (M. Eng. skie, cloud; O. Eng. skua, shade; connected with an Indo-European root sku, cover, whence " scum," Lat. obscurus, dark, &c.)

sky signs have already been prohibited, and it is hoped that some corresponding check will be placed on the multiplication of the field boards which so materially diminish the See also:

• PLEASURE (through Fr. plaisir from Lat. placere, to please; Gr. rlbovii)

pleasure or comfort of railway journeys . The society regards with favour the See also:

• IMPOSITION (from Lat. imponere, to place or lay upon)

imposition of a moderate tax or See also:

• DUTY (from " due," that which is owing, O. Fr. deu, dil, past participle of devoir; Lat. debere, debitum; cf. " debt ")

duty for imperial or local purposes on exposed advertisements not coming within certain categories of obviously necessary notices . The difficulty of inducing a See also:

• CHANCELLOR (M. Eng. and Anglo-Fr. canceler, chanceler, Fr. chancelier, Lat. cancellarius)

chancellor of the See also:

• EXCHEQUER

exchequer to move in a matter where revenue is not the See also:

• PRIMARY

primary consideration is not over-looked . But it is thought that any See also:

• IMPOST (through the O. Fr. from Lat. impositum, a thing laid upon another; the modern French is impot)

impost would materially reduce the volume of exposed advertisements, and would at once extinguish the most offensive and the most annoying class, i.e. the quack advertisements by the road sides and the bills See also:

• STUCK, FRANZ (1863— )

stuck by unauthorized persons on trees, walls and palings . Members are recommended to make it known that there exists an active repugnance to the present practice of advertising disfigurement, by giving preference, in private transactions, to makers and dealers who do not employ objectionable methods, and by avoiding, as far as possible, the purchase of wares which, in their individual opinion, are offensively puffed . See also:

• ACTION

Action on these lines is advised rather for its educational than for its immediately deterrent effect; although, in the case of many of the more expensive commodities, makers would undoubtedly be much influenced by the knowledge that they would lose, rather than gain, See also:

• CUSTOM (from O. Fr. costume, costume or coustume; Low Lat. costuma, a shortened form of consuetudo)

custom . The foregoing proposals are based on the following estimate of the conditions of the problem . It is believed that the present See also:

• LICENCE (through the French from Lat. licentia, licere, to be lawful)

licence causes discomfort or loss of enjoyment to many, and that, in the See also:

• ABSENCE (Lat. absentia)

absence of authoritative restriction, it must grow far beyond its present limits; that beauty or propriety of aspect in See also:

• TOWN

town and See also:

• COUNTRY (from the Mid. Eng. contre or contrie, and O. Fr. cuntree; Late Lat. contrata, showing the derivation from contra, opposite, over against, thus the tract of land which fronts the sight, cf. Ger. Gegend, neighbourhood)

country forms as real a part of the national See also:

• WEALTH

wealth as any material product, and that to See also:

• SAVE, or SAVA (Ger. Sau; Hungarian Szdva; Lat. Savus)

save these from impairment is a national interest; that the recent developments ofvexatiously obtrusive advertising have not grown out of any necessities of honourable business, but are partly the result of a mere See also:

• INSTINCT

instinct of imitation, and partly are a morbid phase of competition by which both the consumers and the trade as a whole lose; that restriction as regards the See also:

• SIZE

size and positions of advertising notices would not be a hardship to those who want publicity—since all competitors would be treated alike, each would have the same relative prominence; that, as large sums of public money are expended on institutions intended to develop the finer See also:

• TASTE (from Lat. taxare, to touch sharply; tangere, to touch)

taste, and on edifices of elaborate See also:

• DESIGN (Fr. desiin, drawing; Lat. designare, to mark out)

design, it must be held inconsistent with established public policy to permit the sensibilities thus imparted to be wounded, and architectural effect to be destroyed at the discretion of a limited class . The influence of this society is to be seen in many of the restrictions which have been imposed upon advertisers since its See also:

• WORK

work began . About a year after its See also:

• FOUNDATION (Lat. fundatio, from fundare, to found)

foundation the London See also:

• COUNTY (through Norm. Fr. comae, cf. O. Fr. cunte, conk', Mod. Fr. comae, from Lat. comitatus, cf. Ital. comitato, Prov. comtat; see COUNT)

County See also:

• COUNCIL (Lat. concilium, from cum, together, and the root cal, to call)

Council abolished (under statutory See also:

• POWERS, HIRAM (1805-1873)

powers obtained from Parliament) advertisements coming within the See also:

• DEFINITION (Lat. definitio, from de-finire, to set limits to, describe)

definition of sky-signs in the London See also:

• BUILDING

Building See also:

• ACT (Lat. actus, actum)

Act of 1894 . These specifications are as follows: "'Sky sign " means any word, See also:

• LETTER (through Fr. lettre from Lat. littera or litera, letter of the alphabet; the origin of the Latin word is obscure; it has probably no connexion with the root of linere, to smear, i.e. with wax, for an inscription with a stilus)

letter, See also:

• MODEL (0. Fr. modelle, mod. modele; It. modello, pattern, mould; from Lat. modus, measure, standard)

model, sign, See also:

• DEVICE

device, or See also:

• REPRESENTATION

representation in the nature of an advertisement, announcement, or direction supported on or attached to any See also:

• POST

post, See also:

• POLE (FAMILY)
• POLE, REGINALD (1500-1558)
• POLE, RICHARD DE LA (d. 1525)
• POLE, WILLIAM (1814—1900)

pole, standard, framework, or other support, wholly or in part upon, over, or above any building or structure, which, or any part of which, sky sign shall be visible against the sky from any point in any street or public way, and includes all and every part of any such post, pole, standard, framework, or other support .

The expression " sky sign " shall also include any See also:

• BALLOON

balloon, See also:

• PARACHUTE (from Ital. parare, to shield, protect; cf. " parasol," " parapet," and Fr. chute, a fall)

parachute, or similar device employed wholly or in part for the purposes of any advertisements or announcement on, over, or above any building, structure, or erection of any See also:

• KIND (O. E. ge-cynde, from the same root as is seen in " kin," supra)

kind, or on or over any street or public way . The act proceeds to exclude from its restrictions flagstaffs, weathercocks and any solid signs not rising more than 3 fed' above the roof . Another by-law of the London County Council, in great measure due to the observations made at coroners' inquests, protects the public against the annoyances and the perils to See also:

• TRAFFIC

traffic occasioned by flashlight and searchlight advertisements . This by-law reads as follows: No See also:

• PERSON, OFFENCES AGAINST THE

person shall exhibit any flashlight so as to be visible from any street and to cause danger to the traffic therein, nor shall any owner or occupier of premises permit or suffer any flashlight to be so exhibited on such premises . The expression " flashlight " means and includes any See also:

• LIGHT

light used for the purpose of See also:

• ILLUMINATING

illuminating, See also:

• LIGHTING

lighting, or exhibiting any word, letter, model, sign, device, or representation in the nature of an advertisement, announcement, or direction which alters suddenly either in intensity, See also:

• COLOUR (Lat. color, connected with celare, to hide, the root meaning, therefore, being that of a covering)

colour, or direction . No person shall exhibit any searchlight so as to be visible from any street, and to cause danger to the traffic therein, nor shall any owner or occupier of premises permit or suffer any searchlight to be so exhibited on such premises . The expression " searchlight " means and includes any light exceeding Soo-See also:

• CANDLE (Lat. candela, from candere, to glow)

candle See also:

• POWER [WILLIAM GRATTAN] TYRONE (1797-1841)

power, whether in one See also:

• LAMP (from Gr. Xag ras, a torch, Xaµaav, to shine)

lamp or See also:

• LANTERN (an adaptation of the Fr. lanterne from Lat. lanterna or laterna, supposed to be from Gr. Aa urritp, a torch or lamp, Aaµaew, to shine, cf. " lamp "; the 16th- and 17th-century form " lanthorn " is due to a mistaken derivation from " horn," as a m

lantern, or in a See also:

• SERIES (a Latin word from serere, to join)

series of lamps or lanterns used together and projected as one concentrated light, and which alters either in intensity, colour, or direction . Advertising vans were so troublesome in London as to be prohibited in 1853; the " See also:

• SANDWICH
• SANDWICH, EDWARD MONTAGU, or MOUNTAGU, 1ST EARL OF (1625–1672)
• SANDWICH, JOHN MONTAGU, 4TH EARL OF (1718–1792)

sandwich-man " has in the See also:

• CITY (through Fr. cite, from Lat. civitas)

City of London and many towns been ousted from the See also:

• PAVEMENT (Lat. pavimentu;n, a floor beaten or rammed hard, from pavire, to beat)

pavement to the See also:

• GUTTER (O. Fr. goutiere, mod. gouttiere, from Lat. gutta, drop)

gutter, from the more crowded to the less crowded streets, and as the traffic " problem in the great centres of See also:

• POPULATION (Lat. populus, people; populare, to populate)

population becomes more urgent, he will probably be altogether suppressed . Hoardings are now so restricted by the London Building Acts that new hoardings cannot, except under See also:

• SPECIAL

special conditions, be erected exceeding 12 feet in height, and no existing hoardings can be increased in height so as to exceed that limit . The huge signs which some advertisers, both in England and the United States, have placed in such positions as to See also:

• MAR, EARLDOM OF
• MAR, JOHN ERSKINE, 1ST OR 6TH EARL OF (d. 1572)
• MAR, JOHN ERSKINE, 2ND OR 7TH EARL
• MAR, JOHN ERSKINE, 6TH OR 11TH EARL OF (1675-1732)

mar the landscape, have so far aroused public antagonism that there is reason to See also:

• HOPE, ANTHONY
• HOPE, THOMAS (c. 1770-1831)

hope that this form of See also:

• NUISANCE (through Fr. noisance, nuisance, from Lat. nocere, to hurt)

nuisance will not increase . In 1899 Edinburgh obtained effective powers of control over all sorts of advertising in public places, and this achievement has been followed by no little agitation in favour of a See also:

• PARLIAMENTARY

Parliamentary enactment which should once for all do away with the defacing of the landscape in any part of the United See also:

• KINGDOM

Kingdom . In 1907 an act was passed (Advertisements Regulation Act) of a permissive See also:

• CHARACTER (Gr. xapareri7p, from xap&crew, to scratch)

character purely, under which a local authority is enabled to make by-laws, subject to the See also:

• CONFIRMATION (Lat. confirmatio, from confirmare, to establish, make firm)

confirmation of the See also:

• HOME
• HOME, DANIEL DUNGLAS (1833-1886)
• HOME, EARLS OF

Home Secretary, regulating (1) the erection of hoardings, &c., exceeding 12 feet in height, and (2) the See also:

• EXHIBITION

exhibition of'advertise- ments which might affect the " amenities " of a public place or landscape .

The English law with regard to posters has undergone very little change . The Metropolitan See also:

• POLICE (Fr. police, government, civil administration, a police force, Gr. sroXumeia, constitution, condition of a state, roars, city, state)

Police Act 1839 (2 and 3 Vict. cap . 47) first put a stop to unauthorized posting, and the In-decent Advertisements Act of 1889 (§ 3) penalized the public exposure of any picture or printed or written matter of an in-decent or obscene nature . But in general practice -there is hardly any See also:

• LIMITATION, STATUTES OF

limitation to the size or character of poster advertisements, other than See also:

• GOOD, JOHN MASON (1764-1827)

good taste and public opinioh . On the other hand, public opinion is a somewhat vague entity, and there have been cases in which a conflict has arisen as to what public opinion really was, when its legally authorized exponent was in a position to insist on its own arbitrary definition . Such an instance occurred some few years ago in the case of a large poster issued by a well-known London See also:

• MUSIC

music-hall . The Progressive See also:

• MAJORITY (Fr. majorite; Med. Lat. majoritas; Lat. major, greater)

majority on the London County Council, led by Mr (afterwards Sir) J . 11I`Dougall, a well-known " purity " See also:

• ADVOCATE (Lat. advocatus, from advocare, to summon, especially in law to call in the aid of a counsel or witness, and so generally to summon to one's assistance)

advocate, took exception to this poster, which represented a See also:

• FEMALE

female gymnast in - " tights " posed in what was doubtless intended for an alluring and attractive attitude; and, in spite of any See also:

• ARGUMENT

argument, the fact remained that the decision as to renewing the licence of this music-hall rested solely with the Council . In showing that it would have no hesitation in provoking even a charge of meddling prudery, the Council probably gave a salutary warning to See also:

• PEOPLE

people who were inclined to See also:

• SAIL

sail rather too near the See also:

• WIND
• WIND (a common Teut. word, cognate with Skt. vats, Lat. ventus, cf. " weather," to be of course distinguished from to " wind," to coil or twist, O.Eng. windan, cf. "wander," "wend," &c.)

wind . But in Great Britain and See also:

• AMERICA

America, at all events (though a doubt may perhaps exist as to some See also:

• CONTINENTAL

Continental countries), the advertiserand the artist are ,restrained, not only by their own sense of propriety, but by fear of offending the sense of propriety in their customers . Posters and placards in railway stations and upon public vehicles still- embarrass the traveller who desires to find the name of a station or the destination of a vehicle . In respect of all these abuses it is a regrettable fact that unpopularity cannot be expected to deter the advertiser .

If a name has once been fixed in the memory, it remains therelong after the methodof its impression has been forgotten, and the purpose of advertisements of the class under discussion is really no more than the fixing of a trade name in the mind . - The average man or woman who goes into a See also:

• SHOP

shop to buy soap is more or less affected by a vague sense of antagonism towards the seller . There is a rudimentary feeling that even the most ordinary transaction of purchase brings into contact two minds actuatgd by diametrically opposed interests . The purchaser, whois not asking for a soap he has used before, has some hazy suspicion that the shopkeeper will try to sell, not the article best worth the price, but the article which leaves the largest margin of profit; and the purchaser imagines that he in some measure secures himself against a See also:

• BAD, BCD

bad bargain when he exercises his authority by asking for some specific brand or make of the commodity he seeks . If he has seen any one soap so persistently advertised that his memory retains its name, he will ask for it, not because he has any reason to believe it to be better or cheaper than others, but simply because he baffles the shopkeeper, and assumes an authoritative attitude by exerting his own freedom of choice . This curious and obscure principle of action probably lies at the See also:

• ROOT (late O.E. rot, adopted from Scand., cf. Norw. and Swed. rot, Dan. rod; the true O.E. word was wyrt, plant, represented in Ger. Wurz or Wurzel; the ultimate root is the same in both words, and is seen in Lat. radix)
• ROOT, ELIHU (1845– )

root of all poster advertising, for the poster does not set forth an argument as does the newspaper advertisement . It hardly attempts to reason with the reader, but merely impresses a name upon his memory . It is possible, by lavish advertising, to go so far in this direction that the trade-mark of a certain manufacturer becomes synonymous with the name of a commodity, so that when the consumer thinks of soap or asks for soap, his concept inevitably couples the maker's name with the word " soap " itself . In order that the poster may leave any impression upon his mind, it must of course first attract his attention . The assistance which the advertiser receives from the artist in this connexion is discussed in the article POSTER . The fact that the verb " to circularize " was first used in 1848, sufficiently indicates the very recent origin of the practice of plying possible purchasers with printed letters and See also:

• PAMPHLETS

pamphlets . The See also:

• PENNY (Mid. Eng. peni or peny, from O. Eng. form penig, earlier penning and pending; the word appears in Ger. Pfennig and Du. penning; it has been connected with Du. pand, Ger. Pfand, and Eng. " pawn,". the word meaning a little pledge or token, or with G
• PENNY, GIANFRANCESCO (1488–1528)

penny See also:

• POSTAGE

postage was not established me at Aaverdsby e- in England until 1840; the See also:

• HALFPENNY, WILLIAM

halfpenny post for circulars circular. was not introduced until 1855 .

In the United States a See also:

• UNIFORM

uniform rate of postage at two cents was- not established until 1883 . In both countries cheap postage and cheap printing have so greatly encouraged the use of circ