We should think that the proprietors of the journal ought to keep an attorney on the premises, to see that the gentlemen who offer £8000 are acting in good faith.” Had further inspection been given to the page in which these requisitions appear, the critic would have learned that, when second steps are taken, communication is made through a newspaper belonging to the same proprietary as the penny journal, and would have seen that “all advertisements must be prepaid.” But we are beginning at the wrong end, and must retrace our steps for the purpose of renewing acquaintance with our old friend Houghton, the father of English advertising, who, in his Collection of July 19, 1695, says:—
* I have undertaken to advertize all sorts of Things that are honourable, and what follows is not otherwise, and I am well paid for it:
☞ A Gentleman about 30 Years of Age, that says he has a Very Good Estate, would willingly Match Himself to some Young Gentlewoman that has a Fortune of £3000 or thereabout, And he will make Settlement to content.
When it shall appear that I am candid and no otherwise concerned than in bringing two Elderly Persons to a Treaty; and the nine Days Wonder and Laughter (usually attending new Things) are over, and that Nobody shall know Anything of the Matter, but where I shall reasonably believe they are in good earnest; then ’tis probable such Advertisements may prove very useful.
A Young Man about 25 Years of Age, in a very good Trade, and whose Father will make him worth £1000, would willingly embrace a suitable Match. He has been brought up a Dissenter with his Parents, and is a sober Man.
It seems the public either did not believe in the reality of these advertisements, or were suspicious of the advertisers, for a few weeks after the editor thought necessary to declare again:—