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  The research archive of Gary W. Ewer regarding the history of the daguerreotype

I'm squeezing this one in before the end of the day... On this day (July 16) in the year 1842, the following advertisement appeared in the "Cardiff and Merthyr Guardian" (Cardiff, Wales): - - - - - - - - - - MR. BEARD'S. PHOTOGRAPHIC, OR DAGUERREOTYPE PORTRAITURE. TO CAPITALISTS. THE above truly wonderful and admired invention--so greatly patronised in London, and which elicits, by a simple and nearly momentary process, A PERFECT MINIATURE REFLECTION of Face, Figure, and Dress, with all the beauty of Mezzotint Engraving--now presents a most favourable opportunity to Gentlemen of an enterprising and business-like turn. Mr. Beard (the sole Patentee) begs to offer for Sale the Entire and Exclusive Right of Exercising his Patent for the Country of Glamorgan, except Swansea, upon the following Terms: That is to say, £250, to be paid down; Monmouth- shire (not to include Cardiff.) £400, to be down; or £250 and 15 per Cent. On Gross Receipts; £200 and 20 per Cent. on Gross Receipts. Established in London after an outlay of nearly £20,000, the purchase of the Patent Right for the country may be made a source of immense profit, from the many advantages connected with the Photographic Apparatus. It is small and portable, and may be moved from place to place with the greatest facility! And the method of working it may be taught in a few lessons. Its entire cost, with necessary accompaniments, does not exceed £30; while the expense of the Metallic Plates upon which the Portraits are reflected, is 1s. each for the Bust size, (charged £1 1s.,) and 3s. 6d. for the Full-Length size, (charged £2 2s.) Besides being regularly established in Cities and large Towns, the apparatus, by means of a tent or portable room, &c., may be perambulated and used in small Towns and Villages, and prices may be charged commensurate with the views of the Licentiate,--a palpable advantage in Sub-letting Houses*. When indeed the extreme popularity of the Photographic Portraiture is reflected upon,--the beauty and fidelity of its delineation, the extraordinary quickness of its operation, and the high ready money prices it commands,--it would be easy to show that the introduction of the patent throughout a Country must necessarily be productive of a large Annual Income for the residue of its term, which is nearly twelve years. Apply to Mr. Beard, at either of his three London Estab- lishments; at the Royal Polytechnic Institution, Regent Street; No. 34 Parliament Street; or No. 85, King William Street, City. A few of the eulogiums of the Press upon Mr. Beard's Daguerreotype Portraiture:-- "The likenesses admirable, and closely true to nature." . .Times. "One of the most beautiful and gratifying inventions that has ever done honour to ingenuity." . .Morning Herald. "The portraits taken by this means are really extraordinary likenesses." . .Morning Chronicle. "It is nature herself." . .Advertiser. "Altogether this is a most wonderful and extraordinary exhibition." . .Observer. *("Houses" may be incorrect--the printing is fairly illegible) With thanks to Stephen Rowson of Cardiff, South Wales, for this text. -------------------------------------------------------------- 07-16-97

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