THE ‘TIMES’S’ OUTER SHEET.

Evening Star, Issue 4317, 28 December 1876, Page 4

THE ‘TIMES’S ’ OUTER SHEET.

In the outer sheet of a newspaper *ybu have the very marrow of the day’s or week’s news—not generally, but individually. you begin with the “ Births, Marriages, and Deaths,” and then comes the most interesting column •f any, the “ Agony Column.” A story is told of the origin of the custom of charging for the insertion of marriage announcements in the ‘Times.’ For its accuracy we do not vouch. At first these were published without charge, as they still are by some provincial papers ; but in the early days of the ‘ Times ’ it was the custom in announcing a marriage to state the amount of the bride’s dowry, whatever it might be ] and in looking through the “ ladies’ column ” one morning at breakfast, the late Mr Walter threw out the suggestion that if a man married so much money he might certainly pay a trifling percentage upon it to the printer for acquainting the world with the fact. “ These marriage fees would form a nice little pocket-money for me, my dear,” added Mrs Walter ; and, as a joke, her husband agreed to try the ex- ! perimeut. The charge at first was but | a trifle, and the annual amount probably not much : but Mrs Walter, at her death, passed this prescriptive right of hers to her daughter, and when, a few years ago, the right was repurchased by the present proprietor, it was assessed at LI,OOO or L 5,000 a year, At first auctioneers’ advertisements were only charged 6d per line in the ‘ Times,’ and this charge was thought excessive, so much so, indeed, that a deputation of auctioneers waited on Mr Walter with a view to a reduction. The proprietor was firm, however; and, at a greatly increased price, auctioneers now, during the season, inconveniently crowd the outer sheet—thus showing that publicity in that medium was indispensable. The rapid growth of the circulation of the ‘ Times ’ is something marvellous. Incredible as it may appear, the late Mr Smith (W. H. Smith and Son) remembered the time when he daily sold four copies only. Reverting t;> the “ Agony Column.” We can fancy what hopes and fears are there expressed—intelligible, for the time, only to those to whom the missives are addressed. Some little time ago the following advertisement appeared, which we append as a specimen :

Music on the Waters,—Z re spvqqu mvbb rbmenu bzczd w zd xisv. z re diq wizdw krua nvqvcvp nilp imd bzqqbv K, This seemed a puzzle to many, but it is easy of solution, though there are one or two obvious misprints. This is a pozer. What can it mean 1 A —lts nose is as yours. Discovery is certain. Send me number of A— K—, High Holborn, that 1 may get a nose machine to alter it. Will K—send machine by post for 10b 6d in stamps ?” Write soon. The second column of the ‘ Times ’ contains every day, as a rule, the condensed history of more romance than even Miss Braddon has penned. It bristles with sensation. The first page of the ‘ Times' sobers off into announcements of “ Cautions ” and ships’ voyages, which, prosaic as they appear, may, and very often do, contain the very Information a reader requires of a lost friend or relative on his passage to a new world. Look at the inside of the outer sheet, and see the different wants required. “ Wanted ” “ To Parents and Guardians,” «To the

Benevolent,” “Energetic Men wanted,” and various other forms of “ standing ” advertisements. Indeed, the forms of advertisement in the outer sheet, not only of the ‘Times,’ but of other journals; are of some interest. Perhaps the following may prove, if not instructive, at least amusing. It appeared in the ‘ Times ’ on April 4 ; Required by a gent, near to Bromley, in Kent, a cook, on plain cooking plainly intent. She need not make entremets, sauces, or jellies, that cause indigestion and irritate b—lies ; enough if she’s able to serve up a dinner that won’t make her master a dyspeptic grinner. If asked to bake bread no excuse she must utter; must be able to churn, and to make melted butter. If these she can do eke boil a potato, and cook well a chop with a sauce called tomato, the writer won’t care to apply further test, that she’s up to her work, and knows all the rest. She must be honest, industrious, sober, and clean, neat in her garb, not a highly-dressed quean ; and must be content, whatever her age is, with sugar and tea and L2O wages.— Address, &c. The following is a curious advertisement, more fit for the columns of the ‘ Matrimonial .News ’ than those of the * Times *;— For 1,000 guineas, the tinest Constable in England; size 6 feet by 4 feet 6; in splendid condition. For cards to view apply, &c. This is equally puzzling : Princes, Polo, a great beauty, will be sold at Aldridges. Tomorrow (Wednesday), He ght about 14 2, rich black brown, no white. She is all that is delightful and desirable The advertiser who inserted the following had, we imagine, quite as good an opinion of himself as anyone else h»d: A young city gentleman requires apartments near Marble Arch or Queen’s road, Bayswater : if liked, might be for decided permanency ; dines at home occasionally ; keeps a dog accustomed to house. Object is to secure a comfortable homo, not a place where he cannot do as he likes (us at home), and Las to pay a percentage on everything his landlady buys. Terms given from lbs to LI per week. Apply, &c. Here is a chance for the benevolent (?) Fancy a “ young author ” Starting life eu a capital of L 25 ; A young author, to be married on the 24th inst,, is desirous of obtaining by then 500 subscribers to a shilling work he will publish on that day (twelve copies for 10s). Kindly reply to author, &c.