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nydus/A History of Advertising from the Earliest TimesPublic
Page 89 of 1098
Table of Contents

CHAPTER V. NEWSPAPER ADVERTISING FORESHADOWED—ITS EARLIEST USE—HOUGHTON’S LESSONS.

of this school is advertised as about to take place on the ensuing Tuesday. There is one instance of an advertisement from a foreign country being inserted in this paper; it runs as follows, and is dated June 2, 1635:—

Licentiate Grim, British preacher and professor at the University of Wesel, has published an extensive treatise against all popish scribblers, entitled “Papal Sanctimony,” that is, catholic and authentic proof that Pope John VIII., commonly called Pope Jutte [Joan], was a woman.

In England the first bonâ fide attempt at newspaper work was attempted in 1622, when the outbreak of the great Civil War caused an unusual demand to be made for news, and as the appetite grew by what it fed on, this unwonted request for information may be regarded as the fount-spring of that vast machine which “liners” delight to call “the fourth estate.” It was this demand which suggested to one Nathaniel Butler, a bookseller and a pamphleteer of twelve years’ standing, the idea of printing a weekly newspaper from the Venetian gazettes, which used to circulate in manuscript. After one or two preliminary attempts, he acquired sufficient confidence in his publication to issue the following advertisement:—

If any gentleman or other accustomed to buy the weekly relations of newes be desirous to continue the same, let them know that the writer, or transcriber rather, of this newes, hath published two former newes, the one dated the 2nd and the other the 13th of August, all of which do carry a like title with the arms of the King of Bohemia on the other side of the title-page, and have dependence one upon another: which manner of writing and printing he doth purpose to continue weekly by God’s assistance from the best and most certain intelligence: farewell, this

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