Retail Trade Advertising in the Leicester Journal and the Leicester Chronicle 1855-71

Beverley Ann Tudor,
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.

Alison 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.