The Cambridge History of English and American Literature in 18 Volumes (1907–21).
Volume XIV. The Victorian Age, Part Two.

IV. The Growth of Journalism

§ 12. The Morning Advertiser

The third morning paper which lasted through the century (after The Morning Post and The Times) is The Morning Advertiser, whose literary importance at no time equalled that of its two colleagues. It was first published in 1794 by the London society of licensed victuallers. Naturally, it was devoted to trade interests, rather than to the support of any one political party. Its circulation, however, fostered by the society, was, in the middle of the century, second only to that of The Times. The Morning Advertiser was one of the leaders in the attack upon the Prince Consort, which reflected widespread fears of non-constitutional interference in the management of public affairs. Subsequently, the policy of the paper was changed.