“…When an act passed, in August 1712, that taxed both newspaper and their ads, prices rose again. The Post Boy added one half-pence to its cost in order to pass the increase along to its readers and the price of ads rose to between two shillings and two shillings six pence (see Walker 1973, 112, 113, 117, 119–120; Furdell 2001, 38; Nichols 1813, 47, 66, 72, 80, 82; Aspinall 1948, 201–32; Ferdinand 1999, 157–175).…”