The Darton Family

10. Published in 1825 by Darton and printed by G. Smallfield, Hackney, The Alchemist (212 pp., 14.5 × 9 cm) exemplifies Darton’s efforts to reach a juvenile audience with didactic or educational material. The advertisement describes ‘A LIST OF USEFUL AND INSTRUCTIVE WORKS, PUBLISHED BY WILLIAM DARTON, 58, HOLBORN-HILL.’ In 1825, Darton Jr. briefly named his business “Repertory of Genius” which, according to an 1829 advertisement, sold “Maps, Charts, and Plans,” “Extensive collections of Books for the use of CHILDREN and YOUNG PEOPLE,” “WORKS of MERIT,” “School Books in every branch of Education,” and “Books in all Languages, ARTS, SCIENCES, & POLITE LITERATURE.” It is also notable that there is a playbill-like ad for ‘WILLIAM DARTON, WHOLESALE BOOKSELLER, &c.’ indicating that Darton was clearly aiming for mass distribution.