The Watertown weekly leader. [volume] (Watertown, Jefferson County, Wis.) 1912-1917, 1914-07-07

discovered some years ago in copy
Of an old paper without title or the
name of the place where it was pub
lished. The date on this paper Is 1891,
and it contains late news of events
that happened in 1858 and 1889.
In it is an advertisement that tells
of an unknown plant that had been
discovered, and indicates that the
plant may foretell some unexpected
happening. 1t then tells of book
that had been written by a learned
German professor, and goes on to say:
This book shows and explains all
what the plant contains. Magister
Cunan has published it and Matthew
Welack has printed it In Wittem-
berg. Let whoever does not know the
meaning Of the portent buy the book
at once and read it with all possible
zeal"
Coffee Ads Were Peculiar.
Most of the early advertisements
were those Of books The printers pub
lished the newspapers, and they would
throw in an advertisement of a book
that they were getting out when they
found they had little waste space.
Broer Jansz, Dutch publisher, was
the first printer to run advertisements
Of his books in q rival newspaper.
The sellers of tea and coffee, when
these beverages first were introduced
into England, seemed to have appre-
ciated the value OF advertising. both
display and want advertising. In the
Mercurius Politicus OF September 80,
1858, appeared the following: THAT
Excellent and by all Physicians ap-
proved China drink called by the
Chineans Tcha, by other nations Tay
alias Tee, is sold at the Sultaness
Head Cophee House
Some Of the first coffee advertise
ments sound like those Of cure 'em
quick" doctor. In 1862 the following
was published: Coffee much quick
ems the spirit and makes the heart
lightsome. 1t is good against sore
eyes, and the better if you hold your
head over it and take in the steam
that way. 1t will prevent and help
?) consumption and the cough Of
the lungs. 1t is excellent to prevent
and cure dropsy and govt. It will pre-
vent dFowsiness and make one fit for
business"
Publishers Gave Warning.
So close was the relationship Of the
editor and advertiser In these early
newspaper that the former often
mixed up his pronouns In setting up
the advertisements. Such advertise
ments as the following were common:
"A very eminent brewer, and one
know to be a very honest gentleman.
wants an apprentice" Il want house
keeper rarely well accomplished for
that purpose. 'Tis for a suitable gen.
ltleman." Il want a young man that
will wear livery to wait on q very
valuable gentleman, but he must know
how to play on the violin or flute" IF
any justice Of the peace wants a clerk.
I can help to one that has been so
for seven years; understands accounts,
to be butler, also to receive money.
He also can shave and buckle wigs"
Houghton, one of the early editors,
IOOh Ill VI lilo qudCh uOCIOI WALL dO-
vertisements that he could get, but he
placed the following warning above
them: Pray, mind the preface to
this half sheet. Like lawyers, l take
all cases. l may fairly do SO; who
likes not, may stop here"
Sir Roger L'Estrange was the first
man to try to convince the public that
advertising was valuable. He also
was the first man to attempt the mod
ern method of backing up the adver-
tisements in his paper with a personal
responsibility for the advertiser-but
he qualified his idea in the following
manner: II shall receive all sorts of
advertisements, but shall answer for
the reasonableness Of none unless
give thereof p..rljcular character, on
which Gas / shall give you) may be
dependence, but no argument that
others deserve net as we'll.