that theirs exceeds; to which proposal we do agree, and to that purpose have bought 3 of their best telescopes that we might be sure of one that was good, though they say in their advertisements that they make none but the best, and we are ready to give our oaths that no damage has been done them since they were bought. And now to bring these matters to an end, we will lay them 20 guineas to their 10, that 3 of our best of the same sizes are better than them; and any gentleman that will may see the experiment tried in an instant at our shop, where they may also see that our best pocket telescope comes not far short of their best large 4 Foot one. And several other curiosities all made to the greatest perfection. And whereas Mr Yarwell, Mr Sterrop, and Mr Marshall have maliciously, falsly, and unjustly insinuated that we are but indifferent workmen, several persons being justly moved by that scandalous aspersion, have offered to give their oaths that they have often heard them say that we were the best of workmen, and that we understood our business as well as themselves. And as such we do each of us challenge them all 3 severally to work with them, who does most and best for £20. As for the Microscope it is our own invention, and 2 of them were made by us before any person saw them, as we can prove by witnesses; as we also can their railing and scandalous aspersions to be false. All persons may be assured that all our instruments do and will answer the character given them in the advertisements of T. Brandreth and G. Willdey, &c. &c.
Whether the game was too expensive, or whether the old firm was shut up by this, we know not, but anyhow they retired from the contest, and it is to be hoped found that rivalry fosters rather than injures business. We have given particular attention to this conflict of statements, as it shows how soon advertisements, after they had become general, were used for aggressional and objectionable trade purposes. Passing on for a little space, until 1709, the Tatler appears on the scene, and commences with a full share of advertisements, and very soon one is found worthy of quotation. This appears on March 21, and is a form of application which soon found favour with the gallants and ladies of pleasure of the day:—