ABSTRACT
Edward Lloyd was described by Louis James in his seminal Fiction for the Working Man, 1830–1850, as ‘the central figure’ in the penny fiction industry. Lloyd’s methods in constructing the publishing business, which eventually led to the successful cheap newspapers he produced for a mass readership, are clearly set out by James. This chapter shows that Lloyd’s progress as revealed in his publications in more detail and examines what contemporary sources reveal of his relationship with his authors, particularly Thomas Peckett Prest and James Malcolm Rymer. Despite some financial problems Lloyd can be shown to have been a good manager and skilful in selecting those who worked for him. Lloyd also included Prest’s songs, recitations and fiction in his periodicals and continued to show a certain indulgence to his first major talent. Despite extra costs Lloyd, always conscious of the value of advertisement, copied Charles Dickens in issuing The Pickwickian Advertiser.
