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nydus/A History of Advertising from the Earliest Times.Public
Page 199 of 1098
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CHAPTER VIII. EARLY PART OF EIGHTEENTH CENTURY.

A Tryal of Skill to be performed at His Majesty’s Bear Garden in Hockley-in-the-Hole, on Thursday next, being the 9th instant, betwixt these following masters;—Edmund Button, master of the noble science of defence, who hath lately cut down Mr Hasgit and the Champion of the West, and 4 besides, and James Harris, an Herefordshire man, master of the noble science of defence, who has fought 98 prizes and never was worsted, to exercise the usual weapons, at 2 o’clock in the afternoon precisely.

Exhibitions of swordsmanship and cudgel-play were very frequent in the early part of the eighteenth century, but ultimately pugilism, which at first was merely an auxiliary of the other sports, took the lead, most probably through the invention of mufflers or gloves, first brought into notice by Broughton, who was the most skilful boxer of his time. This was, however, many years subsequent to the date of the foregoing.

The year 1702 is noticeable from the fact that in it was produced the first daily paper with which we have any acquaintance, and, unless the doctrine that nothing is new under the sun holds good in this case, the first daily paper ever published. From it we take the following, which appears on December 1, and which seems—as no name or address is given, and as the advertiser does not even know the name of the gentleman, or anything about him beyond what is told in the advertisement—to have emanated from one of the stews which were even then pretty numerous in London:—

MISSED, on Sunday night, a large hanging coat of Irish frieze, supposed to be taken away (thro’ mistake) by a gentleman in a fair campaign wig and light-coloured clothes; if he will please to remember where he took it, and bring it back again, it will be kindly received.

We should imagine that, unless both coats and gentlemen were more plentiful, in proportion to the population, in those days than they are

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