3. George Pallant Butcher

3.1 Before the Eyre Brothers: The years 1872-1880/81

We may not know who the Eyre Brothers actually were but there is now sufficient evidence to conclude that the name was not Eyre and there were not even any brothers[i]. There are no works before 1876 and once the Eyre Brothers cease publishing the Plymouth directory the trail goes cold. However, in some publications we have seen lists of works published which include the names Dr Abbott or Butcher. Dr Abbott seems to be a spectre: apart from two adverts his name never appears again. Not, however, the name Butcher.

Indications are that George Pallant Butcher was trading himself as Eyre Brothers at least up until 1886. On January 11th 1887 a bankruptcy notice was listed in the London Gazette.

 

George Pallant Butcher (trading as Eyre Brothers), 26 and 27 Paternoster Square, Paternoster Row, London, residing at 6 Flaxman Road, Denmark Hill, Surrey, publisher.

Obviously, this now provides a clear link to the two Butcher directories of Welsh towns which appeared in Eyre Brothers´ adverts in the 1870s (Fig. 10.). Furthermore, George is subsequently registered in Plymouth from about 1890 as an Advertising Agent, inserting adverts into newspapers for others and running Butcher´s Advertising Agency from premises at 13 Frankfort Street, Plymouth. We also find G P Butcher working for both Hood and Hammond.

Delving deeper, a number of directories have been found issued between 1873 and 1881, published either by “Percy, Butcher and Co.”, “Butcher, Cole & Co.”, or “Butcher & Co.”. Reaching back to 1872 we find that Percy, Butcher & Co. announce that they have purchased the Cardiff and Newport Directory of Messrs Gresham Davison & Co. in newspapers such as the South Wales Daily News (10^th and 11^th September, 1872). In addition, they claim to already be producing directories: the eleven listed were: Tunbridge Wells, Maidstone, Portsmouth, Landport, Portsea, Gosport, Isle of Wight, Chatham, Rochester, Stroud and Brompton (Fig. 31.).

 

 

Fig. 31. Percy, Butcher & Co.´s announcement in South Wales Daily News (Sept. 1872).

3.1.1 Percy, Butcher & Co.

 

G P Butcher was born in 1847. In 1872 he would have been approximately 25 years of age but was old enough to acquire both a business partner and some of the output of an established publishing business. In their adverts of 1872, the pair promised that the work, begun by their predecessors, would be ready on time early in December of that year. However, there was still time to submit advertisements either to them at their premises at 18, Lansdowne Place in London or to Mr Butcher jun. at 2, Parade, Tredegarville in Cardiff.

 

 

Fig. 32a. Title Page in Percy, Butcher & Co.´s Cardiff directory (1873) with Lansdowne address.

 

The two businessmen claimed to be no newcomers to the directory business including a long list of towns for which they were already producing directories, promising to bestow the same care and attention to detail on their new enterprise as they already did on all their publications of this description. True to their word, and on time, the 1873-1874 issue of Cardiff and Newport was proudly announced in publications such as the Monmouthshire Merlin that the new directory will be ready for delivery on the 2^nd December next (issues of 29^th November and 6^th December, 1872). The pricing was interesting: paper covers 2s., blue cloth 3s., but with maps of Glamorgan and Monmouthshire selling at 6d extra. The address of the entrepreneurs was again Lansdowne Place, London (Figs. 32a. & 32b.).

Percy, Butcher & Co.´s second Welsh directory, Swansea & Neath (including Briton Ferry, Oystermouth, Sketty, Morroston & Llansamlet) Directory for 1873-1874 appeared shortly after with an Introduction dated 1873 but now with an address on Paternoster Row. There is only a single advert for other works: on page 16 the Publishers … beg to announce that they intend publishing May next … The Hereford Directory for 1873-1874. This was presumably planned for May of 1873. 

 

Fig. 32b. Glamorgan in Percy, Butcher & Co.´s Cardiff directory (1873).

 

The year 1873 would appear to be the initial year of publication for several different directories: the firm of Percy, Butcher & Co. publishing directories for four English and Welsh towns: not only Cardiff & Newport and Swansea and Neath already mentioned, but also Stratford-upon-Avon, Leamington and Warwick and another for City of Worcester. These were all published in London for 1873-74, implying activity in 1872 to get them ready on time. All of those seen included a map from the Handy Atlas series of George Philips but with a new title: “PERCY BUTCHER & CO´S SERIES OF DIRECTORY MAPS” across the top and publisher´s imprint on title page and, on the map of Worcester, below the map.

Except for the (first) Cardiff edition, which has the imprint from 18 Lansdowne Place, all these early directories have the imprint of St Pauls Chambers, Paternoster Row. A directory for Coventry and Neighbourhood for 1873-74-75 was announced in the Worcester directory (1873) as will be ready in September but no copy has yet been found.

Apart from the six directories listed above no further works are known published by, or promised from, Percy, Butcher & Co.

 3.1.2 Percy & Co.

 

George P Butcher, trading as Eyre Brothers, was bankrupt in 1887 so we can see how the Butcher and Eyre names are linked. The name Percy is an enigma: one of the few mentions is of an R. Percy in Holywell Street in the 1850s. The name “Percy” appears on the six earliest Butcher directories so far discovered (or are advertised) but disappears after 1873.

However, in 1876 one issue of an interesting little gazetteer-directory of Devon and Cornwall appeared. The Devonshire Calendar and Register For 1876 was published by Percy and Co. from London premises in Paternoster Row. This work, too, is only known through a handful of copies. While two of these contain only Devon, other examples are combined with The Cornwall Calendar and Register For 1876 and all examples contain not two, but four maps.

This small pocket-sized work has maps of Cornwall, Devon, Somerset, and Dorset which were printed and published by William Collins, Sons and Co. the previous year. The maps first appeared in Collins County Geographies but were also issued singly as part of school primers at twopence each.[ii] The author´s copy of Percy´s Calendar & Register for 1876 – Cornwall & Devon (cover title) is attractively bound in blue cloth with gilt lettering and an attractive print decorating the front cover, very reminiscent of the covers by Symmons (Fig. 33.).[iii] 

 

Fig. 33. Percy´s Calendar & Register: cover and Cornwall title page.

 

There are a number of reasons for thinking that these volumes are not published by the same authors as the other directories listed, either above or below. The format is somewhat different, the content a little more “antiquated” and the choice of maps from William Collins. However, the Introduction to Seaside and Visiting Places of Devon & Cornwall promised a rewritten volume to include all four of the counties represented by a map in this Percy work. Percy´s Calendar appeared approximately two years before the Eyre Brothers published Devon and Cornwall and only a couple of years after a person named Percy left Butcher´s partnership.

3.1.3 Butcher, Cole & Co.

While Kingsley recorded Butcher & Co´s Borough of Portsmouth Directory for 1874-5 with two Philips´ maps of Sussex and Hampshire, there is, however, another twist when it comes to the publisher´s imprints: four further directories covering The Towns of South Dorsetshire, and of Bournemouth, Christchurch etc, of Weston-super-Mare, and of Hastings, St Leonard´s (all 1874-75) were published by Butcher, Cole & Co. (Figs. 34. & 49.).  This imprint supersedes the Percy imprint but only appears for the 1874-75 issues of directories. These maps now bear either a BUTCHER & Co´s … title above the border or, in the case of Somerset, “BUTCHER, COLE & CO´S SERIES OF DIRECTORY MAPS”.

An advert in the 2nd edition of the Swansea directory lists a total of ten directories as now ready (Fig. 36.), and lists both Percy & Co. and Cole & Co. editions together. Another full-page advert in the Cole directories has a similar, but not identical, list of eight directories; again, some were published under a Percy, Butcher imprint (e.g. Worcs.) others as Butcher, Cole (Bournemouth) and others have not been seen (Chatham and Rochester). While this page inserted into the South Dorset directory lists directories for both Weymouth and for Hastings, in the Hastings Directory itself these are replaced by Maidstone and Tunbridge Wells and by Torquay and Newton Abbot. 

 

 

 

Fig. 34. Advert in Butcher, Cole & Co. directory of Bournemouth (1875). 

 

While Mr Percy is still a bit of a mystery, we do have evidence that Mr Cole existed. Once again it is the announcement of a bankruptcy that provides a vital link. In the London Gazette of 11^th June 1875, there is the simple announcement: The Bankruptcy Act, 1869. In the London Bankruptcy Court. In the Matter of the Proceedings for Liquidation by Arrangement or Composition with Creditors, instituted by George Pallant Butcher and James Markie Cole, of No. 15, Paternoster-row, in the city of London, Publishers, trading as Butcher & Co. Mr Cole´s name is unusual but there is a headstone for James Markie Cole in a graveyard in Dallas, Texas. The simple inscription tells us that he is from Northampton and gives dates of 12^th October 1847 to 6^th January 1928. If so, George and James were almost the same age.

For all of the Eyre Brothers´ publications to 1881, maps from the Handy Atlas of England would be chosen and Butcher´s earlier directories, too, utilised maps prepared by Philips. The Handy Atlas of England would appear in 1873, but the companion volume Philips Handy Atlas of Wales not until 1876.^[iv] However, Philip's tourist's companion to North and South Wales : a series of fourteen maps forming a pocket atlas and guide for the angler ... had been available since c.1862 but with black and white maps.^[v] When it was issued as Philips' handy atlas to North & South Wales : a series of fourteen maps including a general map of Wales, and a map of Snowdon and its approaches, the maps had the characteristic wash-style printed colour typical of Philips´ early maps.^[vi] This included the map of Glamorgan used in both Welsh directories.

This close co-operation between Butcher and Philips had evidently begun as early as 1872. In that year the finishing touches were being put to the first set of Percy, Butcher & Co. directories, all of which included county maps from the premises of George Philip and Son. The Cardiff directory would be issued with two maps (Glamorgan and Monmouth)[vii] and Swansea, Worcester with Malvern and Stratford-upon-Avon with one (Glamorgan, Worcs. and Warwick respectively). The maps were early examples and mostly employed a wash-style pale colouring employed by Philip until c.1877. After this date, areas which were coloured either red or orange (county divisions, surrounding counties etc.) have a stippled, almost pixel-type appearance.

In general, Philips Handy Atlas maps bear a page number (e.g., 9 for Devon) top right when opening the page and these are present on the two maps of Wales in The Welsh Register (see also Fig. 9b.). These were removed (or not added) on Butcher´s directory maps. Maps were nearly always up to date with the latest revisions so that after 1876 the small Sta sign for stations is added to the key and railways revised, e.g., the line to Minehead from Watchett added to Devon and Somerset (1877). At this time the maps were improved with a graticule system alphabetically horizontally and numerically vertically for use with the Index. The map of Dorset (Fig. 35.) used by Butcher in both the Bournemouth and the South Dorset directories (1874) has no graticule and the early pale pink wash colouring, whereas the later Watering Places map (1877) has graticule, stipple colouring, county boundary marked in red and some station junctions have now been named, e.g., Yeovil Jun(ction). The typical size of directory was the same as that of the Watering Places (1st) at 190 mm x 130 mm; a Handy Atlas map would fit in neatly with a central fold.

 

 

Fig. 35. Dorset in editions of Butcher, Cole & Co. directories (1874). 

3.1.4 Butcher & Co.

 

From all the directories listed so far only the Welsh directories were reissued, both appearing again in 1875-1876 and in 1880/81, however, two new directories also appeared. In 1874 (Introduction dated Oct. 1874) Butcher & Co.´s Kingston-upon-Hull directory for 1874-1875 was published alongside the Butcher & Co´s Borough of Portsmouth Directory for 1874-5 reported by Kingsley. The former included two Philips´ maps of Yorkshire and the latter maps of both Sussex and Hampshire: the map titles are now “BUTCHER & CO´S SERIES OF DIRECTORY MAPS” and imprint of Paternoster Row.

The two Welsh directories reappeared as Swansea, Neath, Llanelly and Bridgend and Cardiff, Newport, Pontypool, Pontypridd, Llandaff: both for 1875-76 and dated 1875. The publisher is now Butcher & Co., but from the same Paternoster Row address.

 

 

Fig. 36. Advert in second edition of Swansea directory (1875).

 

Two directories are recorded after this date (1880 and 1881): the two Welsh directories, now in their third editions, and these are now published by G P Butcher. Clearly Butcher & Co was the “successor” to Percy, Butcher and Co. and to Butcher, Cole & Co. As the two Welsh directories are grouped together with the Plymouth directory in an advert issued in Watering Places and again in the 2^nd Edition of the Plymouth directory (see Fig. 11.), there was obviously more than a strong link between the Eyre Brothers and Butcher and maybe even with Percy.

  

3.1.5 G P Butcher and the Eyre Brothers

 

The 3^rd editions of Swansea and Cardiff were published 1880 and 1881 by G P Butcher, and his address is given as Manchester Chambers, Paternoster Square. There are separate adverts for G P Butcher´s Welsh directories but also for Eyre Brothers guides. There seems to have been a “natural progression” from one publisher name to another.

 

 

Fig. 37. Glamorgan from Butcher´s Series of Directory Maps - Swansea 3^rd Edition.

 

Butcher was supplied by Philip´s with maps adapted with the extra title above the border (compare Figs. 32b. & 37.) but the imprint now reads simply London. Paternoster Square, EC. Two unsigned plans are included in the Swansea 3^rd Edition: a plan of the coalfields and one of the railways.

Besides the bankruptcy notice of 1887, two more clear indications that George P Butcher was the person behind the Eyre Brothers´ guides are provided in the third edition of the Swansea directory. The first is the reviewer´s endorsement extracted from the South Wales Daily News of January 19^th 1880 printed on page 24 that states: “We have received a copy of Mr G P Butcher´s Directory for Cardiff and the district. This is the third edition of this work.”

Additionally, there is a full-page advertisement in the 3^rd edition of his Swansea directory for The Post Office Plymouth … Directory 1880-81 (i.e., the first) Edited by G P Butcher and to be published by Eyre Brothers at 26 & 27 Paternoster Square (Fig. 38.). G P Butcher would later be advertising manager for Hood and general manager for J G Hammond.

The only directories besides that of Plymouth that survived seem to be the two Welsh editions; no second edition of any of the other 8 directories has been found.[viii] The 3^rd edition of Swansea seems to be the last issued for that city but the Cardiff directory was published in a 4^th edition; the third editions being published by G P Butcher (1882-83) from Manchester Chambers, Paternoster Square. Cardiff was published again in 1884 and 1885, but now by J Wright as J Wright and Co.´s (Butcher´s) Directory.[ix]

 

 

Fig. 38. Announcement in third edition of Swansea directory (1875) – G P Butcher as Editor.

 

The final twist, so to speak, is delivered with the single copy of the only Welsh directory to be published for the fourth time. In 1882 Butcher´s Post Office Cardiff District Directory, (Fourth Issue) including Pontypridd, Llandaff, &c … For 1882-83 was published. The all-important imprint on the title page is EYRE BROTHERS, Publishers, 26 & 27 Paternoster Square, E.C. For the first time we have the introduction of Post Office into the title of a Butcher directory and we have clear evidence that Eyre Brothers are now responsible for its publication (Fig. 39.).

In the Introduction, dated January 1882, G P Butcher draws attention to the change of name and indicates that the directory will now have this new name and will be biennial from Christmas 1883. His opening paragraph is of interest: “In fulfilment of a promise made when I published my third edition of the Cardiff Directory in January 1880, I have much pleasure in issuing the 4^th edition of that work”. Besides a map of Glamorgan there is a full-page advert for the French directory and a small quarter-page advertisement for the second edition of Watering Places of the South of England.

Obviously, most of these directories pre-date publication of the Watering Places volumes and it is interesting to compare the text and layout. The temptation must have been great just to simply reprint old text in a new format, after all, Butcher had included a large number of towns in his various directories to date. However, although much of the short introduction outlining history and topography was largely the same, often rearranged somewhat, the overall contents do show revision and a more attractive style of layout. In addition, many towns and villages originally included have been omitted in the later omnibus work. As an example, the directory of South Dorset had included Wareham, Wimborne and Blandford: all omitted from Watering Places 1^st edition. On the other hand, Weymouth now includes a page on Guernsey.

 

Taking Poole (Dorset) as one of the towns which appear in both an early directory and in the Watering Places of the South of England we can note the following changes. Whereas the South Dorset directory entry begins with paragraphs headed “Situation” and “History and Description”, the Watering Places describes the situation without any headings and in much shortened form. The “History” is more or less transcribed from the directory but much reduced from 3 ½ pages to just over one. In the directory there are five separate sections on Harbour, Lights, Tides, Sea Approaches, and Bay; what took up three pages in Watering Places is condensed to just half a page with added mention of The Guildhall and the Public Library, but a half page section on Places of Worship is added. The actual Directory section, originally occupying almost 33 pages, is now reduced to 3, but totally reorganised and newly laid out.

Incidentally, the Dorset directory has one of the saddest adverts I have ever seen. Headed The Place to see the Convicts, Mr T H Green promises that visitors to his Eagle Tavern can enjoy the tea, coffee and other refreshments all at moderate charges at his premises On the Hill, overlooking the Prison Quarries, where the Convicts can be seen at work.

 

 

Fig. 39. The fourth edition of Cardiff directory (1882) – Eyre Brothers as publishers.

Return to Introduction and Contents

Proceed to 3.2 Paternoster Row and Paternoster Square 

 

[i] My thanks go to Ljiljana Ortolja-Baird, Editor of the IMCoS Journal, and Francis Herbert for bringing my attention to the London Gazette bankruptcy announcement.

[ii] Carroll, Raymond; 1996; County Maps of Lincolnshire; Lincs. Record Society; p.330 describes the school primers. The author has a collection of 24 counties bound together, each county with its own title page.

[iii]  Interestingly, another Devon publisher, Robert Cranford, used the same Devon map in his Up and Down the River Dart of c.1876. The maps are similar, in both size and appearance, to those issued by George Philip. Copy at BL; see Batten and Bennett; 2000; Entry B&B 152; p.140.

[iv] JISC Catalogue lists at least 3 copies dated 1876 and none before. One is at the National Library of Wales.

[v] JISC Catalogue lists at least 5 copies dated between 1860 and 1863. One is at the National Library of Wales.

[vi] Kindly checked by Hywel Jones of the National Library of Wales, 2022.

[vii] Glamorgan is taken from the Atlas of Wales series, all other counties from the Atlas of England set. Glamorgan was also updated for Butcher maps: a line from Ystalyfern northeastwards being introduced between its first appearance in the 1^st Cardiff and later in the 3^rd Swansea editions of the relevant directory.

[viii] This includes only those for which examples have been located; namely Worcester, Stratford, Bournemouth, South Dorset, Hastings, Weston-super-Mare, Kingston-upon-Hull and Portsmouth. Not included are Hereford and Coventry, although these are clearly advertised in other issues. Also not included are the towns listed in the 1872 South Wales Daily News advertisement (see note 38 above).

[ix] Copies at the National Library of Wales.