Abstract
Early eighteenth-century London was awash with newspapers supported by the sale of advertising. By 1709 a total of 44,000 copies of eighteen different daily newspapers were printed each week. Coffeehouses subscribed for multiple copies and actual readership numbers are thought to have been at least ten times the circulation figures. Many of the advertisements these newspapers carried were for science: advertising books, anatomical demonstrations, experimental lecture series, and instruments. In these notices the promoters could engage with potential audiences and create markets at the same time establishing authorial credibility and asserting the veracity of scientific facts. The rise of newspaper advertising coincided with the increasing public participation in scientific discourse and the large body of text in printed advertisements forms an important but under used primary source for historians of science in this period. How advertising made science into a commercial product in the period up to Newton's death in 1727 is the subject of this book.
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