This article setting out The Observer’s aims was published on page two of the first edition of the newspaper, on 4 December 1791, under the headline ‘Address to the public’
At a period, eminently distinguished for the most bold and masterly productions of Genius; for the most polished refinements in Art; and for the most majestic expansions of Science, little encouragement can be expected, to institutions of any kind, which have not, for their animating principles, the moral and religious advantages of society.
Without the irresistible vigour of such principles, publications, embellished by all the brilliancy of genius, become dangerous — they allure, to the subversion of sentiment, and they fascinate, to the abatement of intellectual purity.
Conscious of these important truths the proprietors of the Observer have determined upon a series of arrangements, which, from their intrinsic qualities, as well as from their adventitious importance, they flatter themselves, will not fail to attach, in preference to any similar publication, the approbation of a people, not less eminent for their liberal rewards of merit, than for their ample powers of discrimination.
The present extraordinary era, which opens an astonished World, views for past ages undiscovered, and unthought of, affords a noble opportunity for the contemplation of wisdom, and, in the improvement of legislative and political establishments, for the exercise of human ability. Those grand, those awful objects! are at present seen but in a crude and disproportionate array — they claim the assistance of aspiring capacity; the modulation of truth, of justice, of indispensable subordination, of necessary obedience, and of equitable right — They invite the sons of Virtue; the call is imperative, and the Observer, with all its energies, obedient.
The particular objects next in succession to those great universal attainments, is the colonial and domestic prosperity of the British Empire to restore to the Constitution and the laws their original spirit, to preserve them from visionary emendations, and to support every measure which Reason dictates for their improvement and perfection in Church and State.
In aid of this truly patriotic duty, some of the best informed men, and the most able and impartial pens, have already pledged themselves, and it is the intention of the Proprietors to induce, by every liberal means, the further assistance of knowledge and observation.
But, although they intend to apply the strictest attention and care to those greater objects of general concern, it is by no means their intention to lose sight of others, which, though less consequential in the abstract, are yet materially essential in the detail of public convenience and felicity. — The fine Arts — emanations of Science — the Tragic and the Comic Muse — the National Police — Fashion, and fashionable Follies; and, trusting to the understandings, and enlightened spirit of British Juries — a free communication of truth, however dignified the characters, and however marked the circumstances which may involve them.
To conclude. From the certainty of a systematic and un-erring regulation, the Merchant, Manufacturer, Tradesman, Broker, Artist, and, in short, all classes, whose interest occasionally depends upon public information, may rely upon having their several Advertisements dispersed to the remotest parts of the three kingdoms — Servants also, as the Observer cannot fail of becoming a favourite family Paper, will find it their peculiar interest to give it their decided preference.
Thus, then, to every rank and order will the Observer have its separate recommendation; to the wisest and most exalted, as the vehicle of rational amusement, to the middling lines conveying safe and grounded information and rendering, even to the very lowest, the most essential services, whilst it breathes, invariably, towards all, the spirit of enlightened Freedom, decent Toleration, and universal Benevolence.
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