wholesale foreign merchandise; the Morning Herald and Times, auctioneers; the Morning Chronicle, books. All papers had all sorts of advertisements, it is true, but some were more remarkable than others for a particular class, and Mr Perry, who aimed at making the Morning Chronicle a very literary paper, took pains to produce a striking display of book advertisements. This display had something more solid for its object than vanity. Sixty or seventy short advertisements, filling three columns, by Longman, one day, by Cadell, etc., another—‘Bless me, what an extensive business they must have!’ The auctioneers to this day stipulate to have all their advertisements inserted at once, that they may impress the public with great ideas of their extensive business. They will not have them dribbled out, a few at a time, as the days of sale approach. The journals have of late years adopted the same rule with the same design. They keep back advertisements, fill up with pamphlets, and other stuff unnecessary to a newspaper, and then come out with a swarm of advertisements in a double sheet to astonish their readers, and strike them with high ideas of the extent of their circulation, which attracts so many advertisers. The meagre days are forgotten, the days of swarm are remembered.”
In the same gossiping manner Stuart speaks again of this rage for swarming advertisements: “The booksellers and others crowded to the Morning Post, when its circulation and character raised it above all competitors. Each was desirous of having his cloud of advertisements