Advertisements filled a number of columns.  Among them was one so novel in its character that it must have caught the eye of all readers.  The middle column on the second page was devoted almost entirely to an announcement that John Newbery had for “Sale to Schoolmasters, Shopkeepers, &c, who buy in quantities to sell again,” “The Museum,” “A new French Primer,” “The Royal Battledore,” and “The Pretty Book for Children.”  This notice—­a reduced fac-simile of which is given—­made Newbery’s debut in Philadelphia; and it must not be forgotten that but a short period had elapsed since his first book had been printed in England.

[Illustration:  John Newbery’s Advertisement of Children’s Books]

Franklin had doubtless heard of the publisher in St. Paul’s Churchyard through Mr. Strahan, his correspondent, who filled orders for him from London booksellers; but the omission of the customary announcement of special books as “to be had of the Printer hereof” points to Newbery’s enterprise in seeking a wider market for his wares, and Franklin’s business ability in securing the advertisement, as it is not repeated in the “Journal.”

This “Museum” was probably a newer book than the “Royal Primer,” “Battledore,” and “Pretty Book,” and consequently was more fully described; and oddly enough, all of these books are of earlier editions than Mr. Welsh, Newbery’s biographer, was able to trace in England.

“The Museum” still clings to the same idea which pervaded “The Play-thing.”  Its second title reads:  “A private TUTOR for little MASTERS and MISSES.”  The contents show that this purpose was carried out.  It tutored them by giving directions for reading with eloquence and propriety; by presenting “the antient and present State of Great Britain with a compendious History of England;” by instructing them in “the Solar System, geography, Arts and Sciences” and the inevitable “Rules for Behaviour, Religion and Morality;” and it admonished them by giving the “Dying Words of Great Men when just quitting the Stage of Life.”  As a museum it included descriptions of the Seven Wonders of the World, Westminster Abbey, St. Paul’s Churchyard, and the Tower of London, with an ethnological section in the geographical department!  All of this amusement was to be had for the price of “One Shilling,” neatly bound, with, thrown in as good measure, “Letters, Tales and Fables illustrated with Cuts.”  Such a library, complete in itself, was a fine and most welcome reward for scholarship, when prizes were awarded at the end of the school session.

Importations of “Parcels of entertaining books for children” had earlier in the year been announced through the columns of the “Gazette;” but these importations, though they show familiarity with Newbery’s quaint phraseology in advertising, probably also included an assortment of such little chap-books as “Tom Thumb,” “Cinderella” (from the French of Monsieur Perrault), and some few other old stories which the children had long since appropriated as their own property.