A NEW MODE OF ADVERTISING
Year: 1858

page_text: LETTERS PATENT to William Clark, of 53, Chancery Lane, in the
County of Middlesex, Engineer and Patent Agent, for the Invention of
"A NEW MODE OF ADVERTISING," a communication from Messieurs Berson
and Beaujanot.
Sealed the 6th May 1859, and dated the 15th November 1858.
PROVISIONAL SPECIFICATION left by the said William Clark at the
Office of the Commissioners of Patents, with his Petition, on the
15th November 1858.
I, WILLIAM CLARK, of 53, Chancery Lane, in the County of Middlesex,
Engineer and Patent Agent, do hereby declare the nature of the said
Invention for "A NEW MODE OF ADVERTISING," (a communication,) to be
as follows:-
Railway tickets are generally formed of card, of which the one side bears
the details of the number and destination, &c., but the other side is left blank
and on this side, which has been hitherto neglected, it is proposed to establish
a general system of advertisement. Since railways have opened up such easy
and rapid communications, advertisements have assumed the most varied and
extensive proportions.
It has become the necessary and indispensible connection between the
provinces and the capitals, between Europe and other countries, and eventually
of the whole world. Travellers more especially address themselves to ad-
vertisements, and they, in fact, supply the impetus to commercial and

page_text: industrial movements, and it is especially to them the information in news-
papers, railway placards, pamphlets, and guide books, &c., are addressed.
But these means, however extreme and various, have still some objections,
first, their cost, and also that they do not always answer the expectations and
wants of travellers, or the curiosity of tourists.
By the arrangement herein described, an entirely new opening is given to
advertising which being within the reach of everybody will be of great benefit.
The reverse of each traveller's ticket, when given out of the various stations
is to bear information in connection with the several destinations, indications
for utility, pleasure, or commerce, and the road, those for the capital town,
pointing out the hotels and various manufacturers, as well as various objects
and places of interest or curiosity, while those for the provinces may indicate
the local products, monuments, &c., which would afford a continual and
reciprocal change of information, and therefore would be doubly useful.
This arrangement offers to railway companies a source of profit which
would become of immense importance; the public also having at disposal
without cost all possible information for convenience and pleasure.
SPECIFICATION in pursuance of the conditions of the Letters Patent, filed
by the said William Clark in the Great Seal Patent Office on the
18th May 1859.
TO ALL TO WHOM THESE PRESENTS SHALL COME, I, WILLIAM
CLARK, of 53, Chancery Lane, in the County of Middlesex, Engineer and
Patent Agent, send greeting.
WHEREAS Her most Excellent Majesty Queen Victoria, by Her Letters
Patent, bearing date the Fifteenth day of November, in the year of our Lord
One thousand eight hundred and fifty-eight, in the twenty-second year of
Her reign, did, for Herself, Her heirs and successors, give and grant unto me,
the said William Clark, Her special licence that I, the said William
Clark, my executors, administrators, and assigns, or such others as I,
the said William Clark, my executors, administrators, and assigns, should
at any time agree with, and no others, from time to time and at all times
thereafter during the term therein expressed, should and lawfully might make,
use, exercise, and vend, within the United Kingdom of Great Britain and
Ireland, the Channel Islands, and Isle of Man, an Invention for "A
NEW MODE OF ADVERTIZING," a communication from Messieurs Berson and
Beaujanot, upon the condition (amongst others) that I, the said William

page_text: Clark, my executors or administrators, by an instrument in writing, under
my, or their, or one of their hands and seals, should particularly describe and
ascertain the nature of the said Invention, and in what manner the same
was to be performed, and cause the same to be filed in the Great Seal
Patent Office within six calendar months next and immediately after the
date of the said Letters Patent.
NOW KNOW YE, that I, the said William Clark, do hereby declare
the nature of the said Invention, and in what manner the same is to be
performed, to be particularly described and ascertained in and by the fol-
lowing statement, that is to say:-
Railway tickets are generally formed of cards, of which the one side bears
the details of the number and destination, the other side being left blank; on
the side hitherto neglected, it is proposed to establish a general system of
advertisements. Since railways have opened such easy and rapid commu-
nications, advertisements have assumed the most varied and extensive
proportions.
It has become the necessary and indispensible means of communication
between the provinces and the capital, between Europe and other countries,
and eventually will be of the whole world. Travellers more especially address
themselves to advertisements, and they in fact supply the impetus to
commercial and industrial movements, and it is especially to them information
in newspapers, railway placards, pamphlets, and guide books, &c., are
addressed.
But these means, however extensive and various, have still some objections,
first, their cost, and next that they do not always answer the expectations and
wants of travellers, or the curiosity of tourists.
By the arrangements herein described, an entirely new opening is given to
advertizing, which being within the reach of everybody will be of great benefit.
The reverse of each traveller's ticket, when given out at the various stations,
is to bear information in connection with the several destinations, indications
for utility, pleasure, or commerce, and information concerning the road; those
for the capital towns, pointing out the hotels and various manufactories, as
well as various objects, and places of interest or curiosity, while those for the
provinces may indicate the local products, monuments, &c., which would
afford a continual and reciprocal change of information, and therefore would
be doubly useful.
This arrangement offers to railway companies a source of profit which
would become of immense importance, the public also 'having at disposal
without cost all possible information for convenience and pleasure.

page_text: Having described the nature of the Invention and the manner of per-
forming the same, I déclaré that what I claim as the Invention to be
protected by the herein-before in part recited Letters Patent is, the adver-
tizing on railway tickets as herein-before described.
In witness whereof, I, the said William Clark, have hereunto set my
hand and seal, this Seventh day of May, in the year of our Lord
One thousand eight hundred and fifty-nine.
Witness,
W. G. E. SWINNOCK,
53, Chancery Lane,
London.
W. CLARK. (L.S.)