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History of the Newspaper Press,
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says Mr. Grant,
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In this way Mr. Cleave contrived for some time to elude the vigilance of the police and to sell about 50,000 copies weekly of each impression of his paper. But the expedient, ingenious and eminently successful as it was for a time, failed at last. The people in Shoe Lane and the neighbourhood began to be surprised and alarmed at the number of funerals, as they believed them to be, which the departure of so many coffins from the 'undertaker's' necessarily implied. The very natural conclusion to which they came was, that this supposed sudden and extensive number of deaths could only be accounted for on the assumption that some fatal epidemic had visited the neighbourhood, and there made itself a local habitation. The parochial authorities, responding to the prevailing alarm, questioned the 'undertaker' friend and fellow-labourer of Mr. Cleave as to the causes of his sudden and extensive accession of business in the coffin-making way; and the result of the close questions put to him was the discovery of the whole affair. It need hardly be added that an immediate and complete collapse took place in Mr. Cleave's business, so far as his _Police Gazette_ was concerned. Not another number of the publication ever made its appearance, while the coffin-trade of the 'undertaker' all at once returned to its normal proportions.