The Houston daily post. [volume] (Houston, Tex.) 1886-1903, 1902-05-18
EARLY ADVERTISING.
At First No Charge Was Made, but Pub
fishers Soon Caught On

At First No Charge Was Made, but Pub
fishers Soon Caught On.
New York Commercial
with thousands ~ advertising agents IN
business today merely for the profit that
comei a. bringing the advertiser and the
publisher together. # seems strange indeed,
that In the very earliest stages or the bust
ness the "ads." were not paid for at all
their news value presumably oHsHtting any
advantage thar the insertcr might gain
t.um them.
So TAR as is ascertsined by reference to
tho earliest news folios the FIRST advertise
mcut In any newspaper was one tnat re-
fcrred to the theft Of two borses II APP
pedrcd i'm an early number Of a paper en-
titled the Early luteiigencer, published in
lOlS, and was Inserted by E gentleman or
Caudlish, In SUFFOLK, England. Such not
hcatlons we're very few ana far between for
several years after that until we uppraa
tho era u the London Gazette. There for
some time they assumed no very definite
form. consisting merely Of snort official
notice In italics at the end Of each number
and not headed with the tit4 advertise
mont.
one Of the FIRST to appear under such
heading 10 that paper was contained In the
number fer May g, 1867. II Is sufficiently
remarkable 70 reproduce. and runs like this:
An Advertisement We are by his males
~ command 10 glya notice thar by rea-
son OF the great heats which are growing
the evil until Michaclmas next. And accord
inriv All persons concerned are TO turbear
their addresses until that time This Gu
li0uS advertisement. SO far as Is known
mas escaped the attention Of historical
writer's Il was repeated In four or FIVE sub
SeQnent Gazettes, after which one fnds Il
no more.
Persons who had lost dogs or other pror.
cry began TO give notice thereof In the
ISL column ot the Gazette. aud the yaine
OF inc newspaper as medium for adyertls-
lG6 eyldentiy became recognized. Tho duke
or Albemarle would seem 10 have been mar.
ucularly unfortunate, for ais sdvsrtiSs.
msnts appear several tlmes-once Tor
Wniie greyhound Intelligence concerripS
Nnlch was TO be communicated 10 the
dukes porter at the cockpit Prince Rupert
was equally so; In fact, feonies of this ma.
tute appear to be frequent the royal stabIes
and id'conTy not even being secure al
directed 10 other subjects than the mere
proclamation Of missing properly or IyS
GA! notices: the day Of NoStrsdrnus sra
bulelmGrG was as hand
far-sighted gentleman named rrho..,,u
wills OF the city Of Utrecht comes On ~ t tes
scene ana informs the public thar he is
ShIluul in the cuUe OF ,rrookedness -
p y,lGd. aeIects OF the body. Such Is the
..uuesl tommenrcment OF the great ou9ck
stylc OF advertisement that has sincs 81
'aheG Such gigantic proportions
~. on'uercla. advertising next took It's rIsa
Ing tobaccon iiglr r,u we md an enterpiis-
" thrQngh this channel This yvps NJ
sIiuIVo,k, Snuumaker and perfumer NhNse
SSsssh was the 'Jesssmine Tree and Snwftn,,
Gentleman, and who sold SORTS ~ erI1S
i9PahlSh ana Italian, also tho best is.rqlL,
ivEensels ana casheu 70 be eaton - ~
AnaS OF rare Spanish perfumes anu d"
Iharg!ng for advertisements comm.
az yer! early perlod OF newgnEDsrrss hceu 1
Jew were az FIRST inserted grstritonsI.
the revenue sccruing from thIs so,,s.y' uut |
H. 'o.Ious consideration tnat me nrs ~
nee very soon began Of charging for p tba
SSpPsat2nce In the Mercurius Tlhrsr, sneir
u,uVAse4eF paper, IL is stated tbat tus |
snyW 'hst the publishers design 20 80 70
Euuuc SdVnntage Of trade, thew viii ~ .ne
U NJ, slapence Tor inserting any boot eApect
s~eNepence for any Other advn-,. , nor ont
io estihs 10 the trade, unless il be eIcen
Inc neIt intimation OF pr,c. :,
SSiTHey Intelligence. which char, the
hlliIng Tor each insertion. or stInorgsea
: series. The obseryator, In 1Tntp e ihe Ior
9 shllIlng for eight lines. ana ~ Cusrged
80 fIemah Curmnt, IN I7Oo 80 CVuhtry
- Ltlsementa at thu nOnlnal nr,oNe'Nsd al
rehVe a line. The Pubiic OF Two
,,nargeu Tor many years two sbll,inO'e' kAar
~ years went on sdvertisements ~ me;
as, an number and price TIN esriv IL ea seq
ne papers, and ever since tbe ra5al IN all
IINeu from them has been oenee de-
.ae'of In their income. recognized