The Complete Writings-2 [59]
Well, we advertised in the "Neueste Nachrichten." This is the liberal paper of Munich. It is a poorly printed, black-looking daily sheet, folded in octavo size, and containing anywhere from sixteen to thirty-four pages, more or less, as it happens to have advertisements. It sometimes will not have more than two or three pages of reading matter. There will be a scrap or two of local news, the brief telegrams taken from the official paper of the day before, a bit or two of other news, and perhaps a short and slashing editorial on the ultramontane party. The advantage of printing and folding it in such small leaves is, that the size can be varied according to the demands of advertisements or news (if the German papers ever find out what that is); so that the publisher is always giving, every day, just what it pays to give that day; and the reader has his regular quantity of reading matter, and does not have to pay for advertising space, which in journals of unchangeable form cannot always be used profitably. This little journal was started something like twenty years ago. It probably spends little for news, has only one or, at most, two editors, is crowded with advertisements, which are inserted cheap, and costs, delivered, a little over six francs a year. It circulates in the city some thirty-five thousand. There is another little paper here of the same size, but not so many leaves, called "The Daily Advertiser," with nothing but advertisements, principally of theaters, concerts, and the daily sights, and one page devoted to some prodigious yarn, generally concerning America, of which country its readers must get the most extraordinary and frightful impression. The "Nachrichten" made the fortune of its first owner, who built himself a fine house out of it, and retired to enjoy his wealth. It was recently sold for one hundred thousand guldens; and I can see that it is piling up another fortune for its present owner. The Germans, who herein show their good sense and the high state of civilization to which they have reached, are very free advertisers, going to the newspapers with all their wants, and finding in them that aid which all interests and all sorts of people, from kaiser to kerl, are compelled, in these days, to seek in the daily journal. Every German town of any size has three or four of these little journals of flying leaves, which are excellent papers in every respect, except that they look like badly printed handbills, and have very little news and no editorials worth speaking of. An exception to these in Bavaria is the "Allgerneine Zeitung" of Augsburg, which is old and immensely respectable, and is perhaps, for extent of correspondence and splendidly written editorials on a great variety of topics, excelled by no journal in Europe except the London "Times." It gives out two editions daily, the evening one about the size of the New York "Nation;" and it has all the telegraphic news. It is absurdly old-grannyish, and is malevolent in its pretended conservatism and impartiality. Yet it circulates over forty thousand copies, and goes all over Germany.
But were we not saying something about moving? The truth is, that the best German families did not respond to our appeal with that alacrity which we had no right to expect, and did not exhibit that anxiety for our society which would have been such a pleasant evidence of their appreciation of the honor done to the royal city of Munich by the selection of it as a residence during the most disagreeable months of the year by the advertising undersigned. Even the young king, whose approaching marriage to the Russian princess, one would think, might soften his heart, did nothing to win our regard, or to show that he appreciated our residence "near" his court, and, so far as I know, never read with any sort of attention our advertisement, which was composed with as much care as Goethe's "Faust," and probably with the use of more dictionaries. And this, when he has an extraordinary large Residenz, to say nothing about other outlying palaces and comfortable
But were we not saying something about moving? The truth is, that the best German families did not respond to our appeal with that alacrity which we had no right to expect, and did not exhibit that anxiety for our society which would have been such a pleasant evidence of their appreciation of the honor done to the royal city of Munich by the selection of it as a residence during the most disagreeable months of the year by the advertising undersigned. Even the young king, whose approaching marriage to the Russian princess, one would think, might soften his heart, did nothing to win our regard, or to show that he appreciated our residence "near" his court, and, so far as I know, never read with any sort of attention our advertisement, which was composed with as much care as Goethe's "Faust," and probably with the use of more dictionaries. And this, when he has an extraordinary large Residenz, to say nothing about other outlying palaces and comfortable