A few years ago, I did some research on three early Victorian murders that caused me to read several provincial newspapers of the time. I discovered incidentally to my research that the owners or editors of about half of the British provincial newspapers also sold patent medicines; and this made perfect sense, for by far the greatest advertisers in provincial newspapers were the manufacturers of patent medicines. The owners or editors of the newspapers sold advertisements to the producers of patent medicines, then they sold the newspapers in which the advertisements appeared, and finally they sold the products themselves to the readers. It was an excellent example of rational commercial synergy. (About half of the medicines, by the way, were either to cure or to prevent syphilis — a disease, then, that was a great support to the press of the time.)
Now, the principal quality or characteristic of the sellers of patent medicine has always been effrontery, that is to say the blatant insinuation of the false. Thomas Holloway’s innovation was to insinuate such falsehood on a mass or industrial scale. There was hardly a newspaper in which he did not place a weekly advertisement; moreover, he pioneered the advertisement that masquerades as news story. He would ensure that reports of miracle cures in faraway places, supposedly wrought by his pills and ointment, and written as matter-of-factly as possible, were placed in every newspaper, reports whose veracity no one could possibly check for himself, of course.
As Napoleon once said, repetition is the only rhetorical technique that really works — besides which hope and fear render people susceptible to effrontery. In Thomas Holloway’s time, the fear of illness was often, and the hope of cure rarely, justified; at least Holloway’s preparations were unlikely to do much harm (they contained aloe, myrrh, and saffron), unlike the prescriptions of the orthodox doctors of the time. They allowed for the possibility of natural recovery, whereas orthodox medicine often hurried its consumers into their graves. Nevertheless, the claims Holloway made for his ointment and pills were preposterous, and something is not curative just because it fails to kill.
Holloway made an immense fortune by his effrontery and founded a women’s college in the University of London on the proceeds.
Theodore Dalrymple, “The Way of Che”, Taki’s Magazine, 2017-10-28.
February 12, 2023
QotD: The heyday of Victorian newspapers
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