Page:History of American Journalism.djvu/353

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Wanted A first class strongly built clipper. She must be fast, light draft, and capable of being fitted out as a privateer. Address Sumter through the post-office.

In the North newspaper pages fairly bristled with advertise- ments like the following:

An officer of the First Division proposes to raise a Regiment to Volunteer its* services to the State in support of the Federal Union. Persons desirous of uniting in such a movement are requested to ad- dress, post-paid, Union Volunteers, N.Y., Post Office Station D.

Attention! Persons desirous of joining a Military Organization for the purpose of Defending the Union, and to uphold the laws at all hazards, will please address Volunteer, Tribune Office.

The advertisements in the newspapers of the Secession States continually indicated the tremendous fluctuation in the value of the paper currency of the Confederacy. In the North a similar condition obtained even though the fluctuation was not so marked. A clothing store, for example, published an announce- ment that, owing to the victory of the Union army and the fall in gold, it was offering its stock of gentlemen's furnishings at greatly reduced prices. Other advertisements were linked with war news in similar ways : a Chicago bookstore advertised season- able books, in treasonable times, at reasonable prices. Whatever was the product offered for sale, its advertisement often had a distinctly war-time flavor. The conditions were identical so far as mode of treatment of advertisements was concerned with those which obtained when the United States united with the Allies in 1917, save that heavy advertisers did not give up their space for the insertion of notices urging citizens to buy Govern- ment bonds.

In the most exciting places of publication, newspapers did not neglect their attention to advertising even where the supply of paper was only sufficient to print single sheets. The Evening Whig, for example, in its first issue after Richmond had been evacuated, told its readers :

Several days will elapse, we suppose, before business is actively re- sumed. Still, there are stocks of goods in the city, and others will be rapidly introduced by loyal persons who may be authorized to cany on