Consuming Passions: Leisure and Pleasure in Victorian Britain Page 9
Naturally, the newspapers would say that: they had a vested interest in advertisers believing them. But many manufacturers could not be swayed. For years Wedgwood and Bentley preferred to use ‘puffs’, articles ostensibly written by the newspaper’s own journalists, but in reality supplied to it by the subject of the piece or his friends. Wedgwood complained to Bentley, ‘There is a most famous puff for Boulton & Fothergill in the St James’s Chronicle of the 9th & for Mr Cox likewise, How the Author could have the assurance to leave us out I cannot conceive. Pray get another article in the next paper to complete the Triumvirate.’65
Wedgwood constantly came up with new marketing and publicity ploys. When he was given permission to copy the early-first-century Barberini vase, recently acquired by the Duchess of Portland (and more commonly known today as the Portland Vase), he took orders for a small run of expensive reproductions, promising his customers that if the results were not satisfactory the purchasers would not be required to pay. This was a good marketing ploy, rather than an attack of nerves—the Great Publicist was saying, ‘The original is almost unreproducible; when I create a good reproduction, therefore, it makes me a great manufacturer, and the vases more valuable.’ This was one small example of his endless marketing ingenuity. He also sent his London agent to collect outstanding payments while carrying new samples, to show rich but dilatory customers what they could have once they had paid up. He made perfectly standard goods seem like limited lines: he warned that his ‘serpent handled antique vases’ should not ‘be seen till the others are all sold, & then raise the price of them 1/ each’; then he countermanded that—instead of just making the price higher, the London showroom should raise the price even further, and ‘never mind their being thought dear, [but] do not keep them open in the rooms, shew them only to the People of Fashion’.66 He pioneered inertia selling, by sending parcels of his goods—some worth as much as £70—to aristocratic families across Europe, spending £20,000 (altogether the equivalent of several million today), and following up each parcel with a request for payment or the return of the goods. Within a couple of years he had received payment from all but three families.67 He was an endless fountain of ideas—boxes of samples for distance orders; special terms for a first order; French-, German-, Italian- and Dutch-speaking clerks to deal with export correspondence. By 1777 he had travelling salesmen, and by 1790 he had drawn up a ‘Travellers’ Book’ for them, complete with rules of behaviour and commercial systems.68 He foresaw selfservice, telling his London staff to put the inferior pieces ‘in one of the best places of your lower Shop, where people can come at them, & serve themselves’.69 He had trade cards printed up saying that Wedgwood ‘delivers his goods safe and carriage free…as he sells for ready money only’: he offered free London delivery for goods paid in cash, and promised those outside London that if their orders arrived damaged he would pay for the replacements. Some of this was genuine; much more was perception. The middle classes could buy his goods only for ready money, although the upper classes still received long credit. He had advertised as a novelty that his customers were ‘at liberty to return the whole, or any part of the goods they order (paying the carriage back) if they do not find them agreeable to their wishes’, but most customers had routinely returned goods to their suppliers if they didn’t like them, and they complained vociferously if things arrived broken. Still, the advertisements stood, and drew in new customers by their perceived innovation.
Wedgwood’s showrooms, too, were something new. Small producer/retailers had combined workshops and selling areas, but it was unusual for a manufacturer of Wedgwood’s size to sell directly to the public. He opened a London showroom in 1768, and he had showrooms in Bath from 1772, and Dublin from 1773.* He saw his showrooms as places of exciting novelty and display, where dinner services were laid out on tables, and
a much greater variety of setts of vases should decorate the Walls, and both these articles may, every few days, be so alter’d, revers’d & transform’d as to render the whole a new scene, even to the same Company, every time they shall bring their friends to visit us.
I need not tell you the many good effects this must produce, when business & amusement can be made to go hand in hand. Every new show, Exhibition or rarity soon grows stale in London, & is no longer regarded, after the first sight, unless utility, or some such variety as I have hinted at above continues to recommend it to their notice…70
But perhaps Wedgwood’s most astute move had nothing to do with selling goods at all. When Wedgwood first set up in business in Burslem, there were three ways for him to send his goods to market: by road for twenty miles, then along the River Weaver to Liverpool; by road for forty miles, to Bridgnorth, then by the River Severn to Bristol; or by road for forty miles, then via the River Trent to Hull. To get one ton of goods from Burslem to the Weaver cost 18s.; from Burslem to the Trent, 34s. Whatever route was chosen, the goods had to make the initial journey by road—and a ‘road’ in the eighteenth century was not what we would call a road. The main road out of Burslem was in such poor condition that it was permanently impassable to wheeled vehicles of any kind; everything had to be carried in and out by packhorse. This was not an unusual state for roads across the country. A contemporary described the road from Knutsford, in Cheshire, to Newcastle under Lyme: ‘In general [it was] a paved causeway, as narrow as can be conceived, and cut into perpetual holes, some of them two feet deep measured on the level…and wherever the country is the least sandy, the pavement [that is, the road surface] is discontinued, and the ruts and holes most execrable.’71 And that was a good road: the road between Newcastle and Burslem was worse, partly because until 1720 the freeholders of Burslem had been entitled to dig clay from any unenclosed land, which included the main roads. In the early nineteenth century much of this had still not been filled in.72 John Ogilby, in his The Traveller’s Guide, or, a Most Exact Description of the Roads of England (1711), had called Burslem one of the most inaccessible places in England. It was hardly surprising that nearly 30 per cent of Wedgwood’s goods were broken in transit.
Wedgwood, as so often, was apparently lucky in being in the right place at the right time. When the novelist and critic Tobias Smollett first travelled to England from Scotland, in 1739, there were no wagons on the roads anywhere between Edinburgh and Newcastle upon Tyne, because there were no roads that were good enough. The roads across the islands were in such a terrible state because their maintenance was still governed by the Highways Act of 1555. This act gave control over the roads to each individual parish, but it did not give parishes the right to levy a rate on residents to pay for professional survey or repair. Instead, those whose land was valued above £50 were required to lend a horse or an ox and a wagon for four days annually, while those householders whose land was rated at a lesser level were required to give four days’ labour on the roads a year, unpaid, to be supervised by an unpaid surveyor. It was unrealistic to expect good work or good materials from those supplying them unrecompensed, and now there was the added unfairness that these locally maintained roads were increasingly used for trans-parish transport between towns and cities. The matter of unpaid labour and co-opted transport was not addressed until the Highways Act of 1835, when finally parishes were permitted to use local rates to pay for professional surveyors and paid labourers. In the meantime, turnpike trusts were created, often formed by groups of manufacturers and local merchants who would most benefit from better-maintained roads. From 1706 individual Turnpike Acts were granted by Parliament: in exchange for improvements and maintenance on the roads for a period of (initially) twenty-one years, each trust could set up toll gates and charge for road usage. The tolls in turn were used to pay for the surveyor, treasurer, clerk and labourers to build the road. Between 1750 and 1800, more than 1,600 trusts were formed;* by the mid-1830s, 1,116 turnpike trusts in England and Wales supervised 22,000 miles of roads, out of a total of 126,770 miles of parish highways. Turnpikes now made up nearly 20 per cent of the road system
of England and Wales.74
From the 1740s, Wedgwood had been at the forefront of a successful campaign by a group of Staffordshire merchants and manufacturers to upgrade the roads into the Potteries; in 1766 alone, six Turnpike Acts affecting the Five Towns were approved by Parliament.75 The most immediate result of the spread of turnpikes for these businessmen, however, was not only the improvement to the roads—although now, it was true, goods could actually be transported to and from Burslem by wagon—but the speed with which journeys could be made. From the 1750s to the 1830s journey times between major cities fell by 80 per cent; from the 1770s to the 1830s they were halved. An advertisement in 1754 boasted that ‘However incredible it may appear this coach will actually arrive in London four days after leaving Manchester’; a mere six years later the same distance took three days; by 1784 the time was down to two days. This improvement was not confined to a single road. The trip from Edinburgh to London had been impossible to undertake by carriage along the entire route in 1739; by the mid-1750s the whole route could be covered in a carriage, taking ten days in summer and twelve in winter; in 1836 a stagecoach travelled the route in 451/2 hours.76 In 1820 for the first time in history it became possible for a person to go faster than a man on a single horse.
Travel had become easier; it had it become speedier; now it was more readily available as well. As the journey times fell, so the number of stagecoaches increased: in 1780 there were approximately 20 stagecoaches leaving Birmingham daily; by 1815 there were over 100; in 1835 the number had risen to 350. Ten major urban centres—Birmingham, Bristol, Exeter, Leeds, Liverpool, Newcastle, Manchester, Sheffield, Glasgow and Edinburgh—saw an eightfold increase in stagecoach services in the forty-six years from 1790 to 1836. Even small towns such as Kirkby Stephen, a market town in Westmorland, had regular and plentiful carrier services: from Kirkby Stephen one could travel on scheduled stagecoach services to Newcastle, Stockton, Barnard Castle, Lancaster, Kendal (and from there on to London), Sedbergh and Kirkby Lonsdale. And, apart from the London carriers, eight other carriers travelled regularly from Kirkby Stephen to different parts of England.
Technological developments to stagecoaches also fuelled improved journey times. The coaches were built lower to the ground, so they could be driven more quickly with less fear of being overturned. The invention of the elliptical spring (by the wonderfully named Obadiah Elliot) in 1804 made it possible for carriages to be hung from springs, which made the coaches cheaper to manufacture, enabled them to travel at greater speed and more comfortably—and the increased stability made it possible to have ‘outsides’, or seats on the roof, without the passengers being tossed overboard. Together with bigger carriages, this meant that by the 1830s stagecoaches carried double the number of passengers they had in 1790. Fifteen times as many people were travelling as had forty years before, in a service that had grown in the number of scheduled routes, and the number of coaches on those routes, by 800 per cent.77
It was not merely passenger numbers: the quantity of goods transported by road also increased. In 1823 London had over 700 carriers, twice as many as it had had thirty years before; Exeter had three times as many in 1831 as it had had in 1792, while Sheffield had nearly four times as many; in Birmingham the number soared fivefold in the same period. Overall, across the country, there was a 131 per cent growth in carrier services, which sounds substantial. But, compared to an urban population growth of 120 per cent, it becomes apparent that the number of carriers was barely keeping up with overall growth.78 The main reason for this lack of expansion was the development of the canal system.
Adam Smith had recognized the importance of transport to the economy, but, while he paid lip service to roads, he was mainly concerned with the benefits brought by water transportation. In 1776, in the middle of this revolution in transport, he wrote in The Wealth of Nations, that ‘by means of water-carriage, a more extensive market is opened to every sort of industry than what land-carriage alone can afford it, so it is upon the sea-coast, and along the banks of navigable rivers, that industry of every kind naturally begins to subdivide and improve itself.’ He returned to this, stressing that ‘Good roads, canals, and navigable rivers, by diminishing the expense of carriage, put the remote parts of the country more nearly upon a level with those in the neighbourhood of the town. They are upon that account the greatest of all improvements.’79 But he was somewhat behind the times in his concentration on rivers. It is true that at the beginning of the eighteenth century most work had been concerned with improving the navigability of rivers. In 1720 the Mersey and Irwell Navigation System had opened; the Weaver Navigation carried traffic from 1720, and improvements to the Wear went on from 1716 to 1759. Yet, despite increasing the extent of the navigable inland waterways of Britain from just over 1,100 kilometres in 1660 to more than 1,800 kilometres in 1720s,80 this was always going to be a solution limited by geography: the newly industrialized Midlands were over 400 feet above sea level, and in the west the River Severn fluctuated from having a depth of only 16 inches of water in good weather to rising 18 feet in five hours in bad, while in 1796 it remained completely impassable for all but two months of the year. Canals were the logical way forward. Two projects led the way. From 1754 the Liverpool Corporation oversaw the building of the Sankey Brook Navigation system—an entirely new canal along an entirely new route, rather than following an old riverbed. Then in 1757 the Duke of Bridgewater inherited an estate, in Worsley, in Lancashire, and planned immediately to build a canal to link his new coalfields with the urban centres of Manchester and Liverpool. The first ten miles of the Bridgewater Canal were in operation by 1761, and the price of coal in Manchester immediately fell from 7d. to 31/2d. per hundredweight.81 In 1766 James Brindley, the engineer behind the Bridgewater Canal, began work on the Trent and Mersey Canal, which when finished in 1777 linked the Trent near Burton to the Mersey in Lancashire, making the entire breadth of the country from Hull to Liverpool navigable. The canal was 151 kilometres long (225 if you count the bit where it joined the Birmingham Canal and the Severn), and had along its length 75 locks, 5 tunnels, 5 major aqueducts and 155 minor ones—a feat of engineering that ushered in the great age of canal building. By 1830 there were nearly 5,000 kilometres of canals in England and Wales.82
Wedgwood and his friends had been enthusiasts from the beginning: Erasmus Darwin had been involved in promoting the Grand Trunk Canal, which was to link the Trent and the Mersey (1766—77) and the Birmingham Canal (opened 1771), and he and Wedgwood saw the very practical benefits to being able to convey the Potteries’ output to the ports of Liverpool and Hull.* Darwin had calculated that the cost of shipping the clay and flint used in Wedgwood’s works would drop from 15s. per ton to 8s. per ton once the canal opened, while the freight charges for the finished earthenware moving in the opposite direction would be 12s. instead of the present 28s. per ton. (In fact, when the Trent and Mersey Canal was completed, freight prices dropped from 10d. to 1/2d. per ton per mile.)84 Under Wedgwood’s watchful eye, the Trent and Mersey had been carefully planned to pass through land he had purchased for his new factory, which in turn was being designed to make loading and unloading from the as yet non-existent canal into the as yet non-existent factory both economical and convenient.
Wedgwood, of course, was not the only manufacturer to benefit in this way. Many of the new factory owners were as successful as they were because they understood that technology and trade went hand in hand. Joseph Wilkes, the child of a Leicestershire farmer, set up as a cheese factor in Burton upon Trent. In 1763 he went into partnership with a Birmingham banker named Sampson Lloyd (whose bank is now known as Lloyds TSB, keeping his name alive into the twenty-first century), buying a lease on nineteen miles of the Trent Navigation; from this he gradually invested in canals, turnpikes (and later railroads), until in 1783 he bought the entire parish of Measham, where he set up a pithead to mine coal, a brickworks, a corn mill, a barge-building company and
Wedgwood and Darwin did not, howeve
r, confine their canal fever to commerce alone. When fossils were uncovered during the building of the Trent and Mersey, Wedgwood collected them and shared them with Darwin: ‘I will in return,’ he promised, ‘send you some mineral observations of exactly the same value (weighed nicely) for I must inform you I mean to gain full as much knowledge, from you who can spare it so well, as I return you in exchange.83
a cotton mill. A bigger cotton mill was opened in 1802, which he ran together with several banks in the Burton area.
One final example of these multidisciplinary industrialists was Robert ‘Parsley’ Peel,* a ‘mechanical genius’, who was influenced by Lloyd and his partner to set up a cotton mill in Burton upon Trent in the early 1780s, melding two new pieces of innovation and technology: his factory used the new Arkwright cotton-spinning frames, and was located where the Trent and Mersey Canal could handily convey raw materials and finished goods to and from the works. By 1790 his son Robert had ‘capital overflowing in his hands’, and bought property, including estates from the Marquis of Bath and a parish near Tamworth, which was to be a base to launch his political career. Even though politics was more on his mind than cotton, Tamworth was on the Trent and Mersey too, and soon Peel and his partners owned spinning mills, calico-printing and bleaching works. By the end of the eighteenth century they controlled 20 mills in Lancashire and the Midlands and had 15,000 employees, and Peel, the son of the semi-literate Parsley Peel, was Sir Robert, and considered himself entirely a gentleman, while Parsley’s grandson ultimately became prime minister.85
Yet it is important to remember that while this modernization—of production, distribution and retailing—was developing at a furious rate, it was not occurring in splendid isolation, but running in tandem with an older system of retail networks. For much of the time the two coexisted quite happily. For those living outside major urban areas—and for many within city limits—there were four ways of buying goods. The first, which remains today and therefore is the one we regard as primary, was the shop. As we have seen, even people in rural areas had regular if not continuous access to shops. But this did not mean that they bought nothing the rest of the time. The most frequent and convenient way of purchasing goods was at daily, weekly, monthly or seasonal markets. From the late eighteenth century, butchers, fruit vendors and greengrocers were the main retailers in markets—corn, flour, cheese, bread and other staples were no longer sold this way, but had moved either into fixed wholesale premises (such as corn halls and cloth halls) or to back-street shops and other fixed retail premises. In 1772 in Manchester there were 30 grocers and tea dealers, 3 provision dealers (including cheesemongers and butter, bacon and ham dealers) and 16 flour and corn dealers appearing in the directories listing retail outlets; by 1800 their numbers had risen to 134 grocers and tea dealers, 11 provision dealers, and 262 flour and corn dealers.86