Trade Advertising in the Leicester Journal
and the Leicester Chronicle 1855-71
former student at Loughborough University of Technology
The industrial wealth of England, so proudly on view at the Great Exhibition of 1851, was creating a new spending population, a new middle class in which great importance was attached to signs and symbols of prosperity: expensive clothes, handsome household furnishings, carriages, servants, a large establishment and a prodigious number of childrenl.
Adburgham refers to the ascension to the throne of Queen Victoria as the dawn
of the great era of retail adventures2.
It was also the dawn of the golden age of advertising; and a very
successful marriage of the two ensued. This article examines retail trade
advertising in two typical provincial newspapers, the Leicester
Journal and the Leicester Chronicle, during
1855-71. An indication of what these papers had to offer potential advertisers
is to be found in Charles Mitchells Newspaper
Press Directory. The first edition of the latter was printed in 1846 and was
published annually until 1907.