Evening capital and Maryland gazette., 1913-02-28
caoWTH or ADVERTISING
Development Of Publicity aetnocs
Since Days Of "Bellman" o.
Town crier"

Our ancestors. before printing was
invented, had but one way In which
70 place their wants before the public.
II was 10 send round the "bellman.' =
or town crier a functonary who ex-
listed in every parish in the seven
teenth century. With the invention OF
printing came al additional aid to pub
iicity. Small hand bills were dlstrIb-
uted in the streets or pasted 70 the
church doors or 10 the posts that, in
place Of curbstones. then separated
the sidewalks from that part Of the
streets reserved for carts and car
riages.
In 1922 the "Corantos" Of foreign
news commenced. and on February 1,
1625-26. appeared the first advertise
ment IN an Englishd periodical. that
Of a book
But the advantage Of publicity thus
given 70 the book was not realized,
and no other advertisement can be
folns until The year l647. when an
other book was advertised
In that year Henry Walker adver-
tised a book for a friend in Perfect
Occurrences. He and others were
quick 10 note the resulting increase
In the sale Of The work. and thus.
gradually, advertisements crept into
the periodicals OF the days
In September. 1855, a new state OF
things was created by the suppression
by Cromwell OF the whole licensed
press. Marchamout Nedham, the Off
cial journalist. at once raised the fee
for an advertisement in his bi-weekly.
Nedham and his friends obtained per-
mission 70 publish a special periodi-
cal containing only "advices," that
they termed advertisements.
The fees for one advice" were
heavy. and were not calculated accord
ing to the length Of the entry or the
space occupied by it in the periodical
Persons were charged according to
their station in life.
From the commencement Of the year
1860 the word advertisement took
the place Of the old terminology.
When the London Gazette. the first
paper half a sheet in folio. print
ed in two columns on both sides. took
the place Of the older 16 page pamph-
let's, there was obviously no room FOR
advertisements. Ii therefore an
nounced in June, 1866, that advertise
ments were not the business OF a
paper of intelligence (the first hint
OF the word "newspaper'0 and stated
that it would publish a paper apart Tor
all those that were not matters OF
state. Sir Roger LEstrange az once
checked this project by issuing
pamphlet OF advertisements stating
that it would appear "fornightly or
oftener" This brought the Gazette
to terms; and after this advertise
ments frequently appeared in it's linn
tied space in spite Of the announce
ment made
A new series of advertising periodi-
Gals appeared after this, which have
not received the attention they de-
serve. Generally entitled The City Of
Mercury; or, Advertisements concern
ing Trade they seem 20 have been
given away gratis in the streets and
coffee houses The first City Mer-
curry was issued by Thomas Bromhan.
At the end of the seventeenth CEN
tury advertisements of all kinds be-
came general in the newspapers They
were so much recognized to be one
of the greatest sources Of profit 70
the newspaper proprietor that later
on. in the year 1928. when the quar-
rel between the leading coffee house
keepers of London and the newspaper
proprietors broke out, the form drew
the attention OF the public to the in-
ordinate amount of space they occu-
MED