Abstract
It is well known that manyof Dickens's novels were published in monthly serial parts. Not so commonly known is that each of these monthly numbers consisted not only of Dickens's words and his illustrator's pictures but also a substantial advertising supplement. In the original serial numbers ofThe Pickwick Papers, the presence of advertising cannot escape notice. Before reaching the illustrations that precede the novel in each serial part, the Victorian reader would have encountered “The Pickwick Advertiser,” a paratextual supplement that consisted of page upon page of advertisements for all manner of commodities. At the end of the last chapter of the serial number were usually around ten further pages of advertising stitched in before the back cover (which was also filled with publicity material). Almost one third of the material text ofPickwickin parts consisted of advertising material (Hatton and Cleaver xiii).
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