Greene County herald. (Leakesville, Miss.) 1898-current, 1913-01-24
GROWTH or ADVERTISING
Development OF Publicity Methods
Since Days OF "5ellman" or
"Town crier."

Our ancestors. before printing was
invented, had but one way in which
to place their wants before the public.
1t was. to send round the 'bellman."
or town crier." functionary who ex-
listed in every parish In the seven
teenth century. With the invention OF
printing came an additional aid to pub
licity Small hand bills were distrib-
uted in the streets or pasted to the
church doors or. to 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 l..
1625-26. appeared the first advertise
ment in an Englishd periodical. that
OF a book.
But the advantage OF publicity thus
given to the book was not realized.
and no other advertisement can be
foInf until the year 1647. when am
other book was advertised.
In that year Henry Walker adver-
tised book for friend In Perfect
Occurrences, He and others were
quick to note the resulting increase
in the sale OF the work. and thus,
gradually, advertisements crept into
the periodicals Of the days.
In September. 1856. new state OF
things was created by the suppression
by Cromwell of the whole licensed
press. Marchamont Nedham. the off,
cial journalist, at once raised the fee
for an advertisement in his bi-weekly.
Nedham and his friends obtained per-
mission to 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 Technology.
When the London Gazette, the first
paper half sheet In folio" print
the place of the older 16 page pamph-
let's, there was obviously no room for
advertisements. 1t therefore an
nounced in June. 1866. that advertise
ments were not the business of "a
paper of intelligence" (the first hint
~ tho ry0rd Gso oxvcpa 0ar,sl opd cfofod
that it would publish paper apart for
all those that were not matters Of
state. Sir Roger L'Estrange at once
checked this project by issuing a
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 its 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 to have been
given away gratis in the streets and
coffee houses. The first City Mer-
curry was issued by Thomas Bromhall.
At the end of the seventeenth CEN
fury advertisements of all kinds be-
came general In the newspapers. They
were so much recognized to be one
of the greatest sources of profit to
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 former drew
the attention OF the public to the in
ordinate amount of space they occu-
pied. .s.:xssaszzs