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Warned by his predecessor’s fate, the next comer adopted a newer and a nobler style of attracting public attention. He called himself a steady trader of the old school, abjured cheapness as synonymous with cheating, disclaimed everything that savoured of a puff, denounced handbills and advertisements, and had not a ticket in his whole shop. He cited the high price of his articles as proofs of their goodness, and would bare held himself disgraced for ever if he had been detected in selling a reasonable piece of goods. “He could not,” he observed, “expect to attract the rabble by such a mode of transacting business; his aim was to secure a select body of customers amongst the nobility and gentry, persons who looked to quality and durability in their purchases, and were capable of estimating the solid advantages of dealing with a tradesman who despised the trumpery artifices of the day.”

So high-minded a declaration, enforced too by much solemnity of utterance and appearance–the speaker being a solid, substantial, middle-aged man, equipped in a full suit of black, with a head nicely powdered, and a pen stuck behind his ear–such a declaration from so important a personage ought to have succeeded; but somehow or other it did not. His customers, gentle and simple, were more select than numerous, and in another six months the high-price man failed just as the low-price man had failed before him.

Their successor, Mr. Joseph Hanson, claimed to unite in his own person the several merits of both his antecedents. Cheaper than the cheapest, better, finer, more durable, than the best, nothing at all approaching his assortment of linendrapery had, as he swore, and his head shopman, Mr. Thomas Long, asseverated, ever been seen before in the streets of Belford Regis; and the oaths of the master and the asseverations of the man, together with a very grand display of fashions and finery, did really seem, in the first instance at least, to attract more customers than had of late visited those unfortunate premises.

Mr. Joseph Hanson and Mr. Thomas Long were a pair admirably suited to the concern, and to one another. Each possessed pre-eminently the various requisites and qualifications in which the other happened to be deficient. Tall, slender, elderly, with a fine bald head, a mild countenance, a most insinuating address, and a general air of faded gentility, Mr. Thomas Long was exactly the foreman to give respectability to his employer; whilst bold, fluent, rapid, loud, dashing in aspect and manner, with a great fund of animal spirits, and a prodigious stock of assurance and conceit, respectability was, to say the truth, the precise qualification which Mr. Joseph Hanson most needed.

Then the good town of Belford being divided, like most other country towns, into two prevailing factions, theological and political, the worthies whom I am attempting to describe prudently endeavoured to catch all parties by embracing different sides; Mr. Joseph Hanson being a tory and high-churchman of the very first water, who showed his loyalty according to the most approved faction, by abusing his Majesty’s ministers as revolutionary, thwarting the town-council, getting tipsy at conservative dinners, and riding twenty miles to attend an eminent preacher who wielded in a neighbouring county all the thunders of orthodoxy; whilst the soft-spoken Mr. Thomas Long was a Dissenter and a radical, who proved his allegiance to the House of Brunswick (for both claimed to be amongst the best wishers to the present dynasty and the reigning sovereign) by denouncing the government as weak and aristocratic, advocating the abolition of the peerage, getting up an operative reform club, and going to chapel three times every Sunday.

These measures succeeded so well, that the allotted six months (the general period of failure in that concern) elapsed, and still found Mr. Joseph Hanson as flourishing as ever in manner, and apparently flourishing in trade; they stood him, too, in no small stead, in a matter which promised to be still more conducive to his prosperity than buying and selling feminine gear,–in the grand matter (for Joseph jocosely professed to be a forlorn bachelor upon the lookout for a wife) of a wealthy marriage.