France formed an organized body, "for," as Mr. Sampson tells us in his History of Advertising, "by a charter of Louis VII. granted in the year 1141 to the inhabitants of the province of Berry, the old custom of the country was confirmed, according to which there were to be only twelve criers, five of whom should go about the taverns crying with their usual cry, and carrying with them samples of the wine they cried in order that people might taste. For the first time they blew the horn they were entitled to a penny, and the same for every time after, according to custom. … These wine-criers are mentioned by John de Garlando, a Norman writer, who was probably contemporary with William the Conqueror." The wine-crier is frequently mentioned in early French street-ballads. To instance one of them:
"Si crie l'on en plusors leurs
Si bon vui fort a trente deux
A seize, a douze, a six, a huiet."
In England also the crier was an early institution, for we find one Edmund le Criour mentioned in a document dated 1299. Even when the crier was the pre-eminent advertiser, the poster, or at least the handbill, had its place. At first the bills were written, but almost as soon as Caxton introduced the newly-discovered art of printing they were produced by that method. Per-
