Book contents
- Fronmatter
- Contents
- List of Maps and Illustrations
- Foreword
- Preface
- Acknowledgements
- Introduction: Auctions and Auction Houses in England: a brief history
- Chapter One The Beginning
- Chapter Two Horne Lane Sale Yards, Bedford
- Chapter Three 10 Lime Street, Bedford
- Chapter Four The Sale Rooms, Lime Street, Bedford
- Chapter Five 6 Dame Alice Street, Bedford
- Chapter Six 58 St Loyes Street, Bedford
- Chapter Seven 26 Newnham Street, Bedford
- Chapter Eight Baldock and the A1 Offices
- Chapter Nine Property Auction Sales
- Chapter Ten Surveys
- Chapter Eleven Lettings and Property Management
- Chapter Twelve Advertising and Publicity
- Chapter Thirteen Fun and Games
- Chapter Fourteen Ministry of Supply Sales, Peacock, Merry and Swaffield
- Chapter Fifteen The Egg Packing Station, Bedford
- Chapter Sixteen The Rutland Road Store, Bedford
- Chapter Seventeen 121–123 Midland Road, Bedford, Bartle Potter & Son
- Chapter Eighteen The Surveyors Club
- Chapter Nineteen W. & H. Peacock Reborn
- Appendix 1 Compilation of the Property Auction Records, 1902–1988
- Appendix 2 Property Auction Records, 1902–1988
- Works Cited
- Index of Personal Names
- Index of Places
- Subject Index
Chapter Twelve - Advertising and Publicity
Published online by Cambridge University Press: 02 June 2023
- Fronmatter
- Contents
- List of Maps and Illustrations
- Foreword
- Preface
- Acknowledgements
- Introduction: Auctions and Auction Houses in England: a brief history
- Chapter One The Beginning
- Chapter Two Horne Lane Sale Yards, Bedford
- Chapter Three 10 Lime Street, Bedford
- Chapter Four The Sale Rooms, Lime Street, Bedford
- Chapter Five 6 Dame Alice Street, Bedford
- Chapter Six 58 St Loyes Street, Bedford
- Chapter Seven 26 Newnham Street, Bedford
- Chapter Eight Baldock and the A1 Offices
- Chapter Nine Property Auction Sales
- Chapter Ten Surveys
- Chapter Eleven Lettings and Property Management
- Chapter Twelve Advertising and Publicity
- Chapter Thirteen Fun and Games
- Chapter Fourteen Ministry of Supply Sales, Peacock, Merry and Swaffield
- Chapter Fifteen The Egg Packing Station, Bedford
- Chapter Sixteen The Rutland Road Store, Bedford
- Chapter Seventeen 121–123 Midland Road, Bedford, Bartle Potter & Son
- Chapter Eighteen The Surveyors Club
- Chapter Nineteen W. & H. Peacock Reborn
- Appendix 1 Compilation of the Property Auction Records, 1902–1988
- Appendix 2 Property Auction Records, 1902–1988
- Works Cited
- Index of Personal Names
- Index of Places
- Subject Index
Summary
Early advertising in local newspapers
The importance and value of advertising and publicity to any business should not be underestimated; it is, however, particularly important to auctioneers and estate agents. Peacocks have enjoyed a continuous relationship with the local press in Bedford throughout the firm's history, especially with the Bedfordshire Times newspaper series. The first advertisement placed by Peacocks appeared in The Bedfordshire Times and Independent on 20 September 1901, regarding the aforementioned house to let in Whitbread Avenue. The following week, a house with: ‘8 bedrooms, bath h & c. first class servants’ offices, in the highest part of Bedford. Repainted and decorated throughout …’ was advertised to let at sixty pounds per annum. In the same paper the business also advertised a furnished thirteen bedroom mansion within three miles of Bedford aimed at, ‘HUNTING MEN & OTHERS’. The property has not been identified although it is possible that it was Howbury Hall, Renhold, as this property was later recorded in 1919 in Instruction Book 4 and the accommodation is strikingly similar.
On 13 December 1901, Peacocks advertised the intention to hold monthly sales of: ‘HORSES, HARNESS and VEHICLES, IMPLEMENTS, BICYCLES & c. Next Sale, SATURDAY, DEC 21, 1901, at Two o’clock sharp’, at Bedford Cattle Market. The advertisement of the 20 December 1901 listed the items for sale on the following day as:
CHESTNUT Cob, 8 years, 14 hands, the property of Messrs H and W Quenby Kempston; Chestnut yearling COLT by ‘Kendall’. Bay Yearling FILLY by ‘Janisary’ dam by a Derby Winner bred by Jas. E. Platt Esq., Howbury Hall. Bay COB, rising 3 years, 11 hands, quiet to ride and drive, the property of Bedford Tradesmen. Turnout comprising Bay PONY, new light Pony TRAP and set of Brown Harness. Bay MARE, 8 years, 15 hands, quiet to ride and drive; a 2 wheel Lorry, Pony Chaise, 2 Tradesmen's and Luggage Carts, and several sets of Harness, also a number of Pneumatic and Cushion Bicycles, nearly new.
A rival newspaper to The Bedfordshire Times and Independent was The Bedfordshire Standard, with offices at 61 High Street, Bedford. This paper, and others, was also regularly used by Peacocks to run adverts for auctions, for example, The Bedfordshire Standard was used on 3 July 1903 to advertise a sale to be held at the King William IV Inn, Kempston, on 10 July 1903.
- Type
- Chapter
- Information
- Pride of PeacocksA Memoir of a Bedford Firm of Auctioneers, Estate Agents and Surveyors, pp. 84 - 91Publisher: Boydell & BrewerPrint publication year: 2014