Coming to a blog, er, right here and now, actually, we’ve got some thoughts after reading further selections from The Tatler and The Spectator, informed as well by the collection’s introductory material. At present, I’d like to consider Addison and Steele’s awareness of their readership, of a growing wealthy merchant group that sought guidance in finding a common identity and set of societal rules. In The Tatler and The Spectator, Addison and Steele offer a helping hand and a prescription for culture while ever companionably acknowledging their readers.
Writing under the guises of Mr. Bickerstaff in The Tatler and Mr. Spectator in The Spectator, Addison and Steele (along with their cohorts) do not assume the full interest of readers, but seek to cultivate it. From the start, they seem up front with their readers, laying out their purposes and aims—the general idea being, as Steele puts in The Tatler’s initial dedication, “to expose the false Arts of Life … and to recommend a general Simplicity in our Dress, our Discourse, and our Behaviour” (47). And in The Tatler, Steele promptly outlines exactly what will be found in the publication and how readers might navigate and use the content. From the start, then, he provides a strong but amiable sort of guiding hand, his attention geared ever-toward his presumed readers.
Addison and Steele also express a desire to tailor their publications to suit their readers, and claim to be indebted to their readership. A publication requires an eager public, and Addison and Steele are careful to make theirs feel a necessary part of the paper and its process, to emphasize their importance. Addison remarks in The Spectator, Number 10, “Since I have raised to my self so great an Audience, I shall spare no Pains to make their Instruction agreeable, and their Diversion useful” (88), and in Number 262 notes that the success of The Spectator, “does not perhaps reflect so much Honour upon my self, as on my Readers, who give a much greater Attention to Discourses of Virtue and Morality, than ever I expected, or indeed could hope” (98). In both—though the second might also be a bit of a backhanded compliment—Addison is careful to indicate a sense of obligation to the readership.
As with most other matters, Steele in The Tatler speaks frankly of the paper’s cost. Although the first issues of the paper were available gratis, Steele notes that he will soon be obliged to charge, explaining, “I cannot keep an Ingenious Man to go daily to Will’s, under Twopence each Day merely for his Charges; to White’s, under Sixpence; nor to the Graecian, without allowing some Plain Spanish, to be as able as others at the Learned Table; and that a good Observer cannot speak […] without clean Linnen” (50). In order to glean the talk of the town, in order to ferret out useful information for readers, observers found themselves darting among coffee-houses, and required some amount of money to participate properly in the discussions (for drinking in the congenial company of others, for instance, and so as not to appear slovenly). It seems, then, that information comes at a cost of both time and money. And so Steele and then Addison must charge a small fee for their printed word (or for words that may have been at least partially appropriated from others, snatched from the general discourse).