chapter  IV
The Business of Advertising in the Press
Pages 28

The extent to which advantage is taken of the opportunities thus offered may perhaps be realised by a few statistics. The Times was founded in 1788, and its first number contained some sixty advertisements. For a good many years this number \vas not materially increased. It was at this time a paper of four small pages, and contained sixteen columns. Of these about seven were usually taken up by advertisements, which had, by 181 I, risen in number to some 150. After this time there was a continued increase, which by 1853 had become large enough to be noted as a surprising phenomenon by. a writer in the Quarterly Review. He says: "On the 24th of May, 1853, the Times in its usual 16 pages paper contained the incredible number of 2,575 advertisements." This was written just before the total abolition of the tax on advertisements, which is more fully dealt with in a subsequent chapter. The outcome of that measure was a still further increase. For in 1861 we are told with a considerable flourish of trumpets that the number for a single issue of the Times had reached and passed 4,000, a record up to that time. The advertisements in the Times at the present day do not reach to anything like that figure. The falling off is in a great measure accounted for by the large increase in the number of daily papers.