Measuring Victorian London: Mogg’s cab fare map

3 01 2012

1. Mogg’s Postal-District and Cab-Fare Map, 1859. Drawn by Edward Mogg, lithographed by C. Whittingham, London, published by William Mogg, London. 532 x 720 mm (Paul Dobraszczyk)

Running parallel to the development of fare books in the nineteenth century (like Mogg’s Ten Thousand Cab Fares) was the publication of what might be described as ‘at a glance’ information: that is, information contained on one sheet of paper in the form of comprehensive fare tables or maps. Books of fares, no matter how well designed, were clearly problematic to use, whether carried in a pocket or consulted in a cab: in a book format information could never be ascertained ‘at a glance’; pages had to be turned, indexes consulted, destinations and cab stands memorised.

2. Detail of Mogg's Cab-Fare map, 1859

Mogg attempted to address this problem with his series of Postal-District and Cab-Fare maps (1 & 2), drawn by his brother Edward. Superimposed onto a conventional topographic map of London are grid squares at half-mile intervals, labels of the postal districts, and the four-mile radius from Charing Cross (shown as a dark circle) that marked the transition from a sixpence to a shilling fare per mile. In addition, referencing aids are included around the edges of the map: letters along the top and bottom; numbers on the sides. In the 33-page index that accompanied the map and listed 3,000 places, readers were instructed on how use the map (3): first, they were to locate their required destination in the index, and, second, to memorise the letter and figure of the square required (4). By then consulting the map and matching the letter and figure to those given around its edges, the user could find the required place ‘instantly’.

3. Explanation of how to use Mogg's map

4. Index to Mogg's Cab-Fare map

Whether cab maps were indeed ‘useful’ to visitors to London is difficult to ascertain. Punch, in 1851, provided its own satirical image of a map like Mogg’s being used (5). It showed two visitors to London engaged in a ‘topographic problem’, that is, trying to use a similar map to find their way from Seven Dials to the Eastern Counties Railway Station (now Liverpool Street), a distance of about 3 miles. With one visitor holding the map securely while the other squints up close at the obviously far too detailed map to try and measure the distance with his fingers, Punch mocks the optimistic claims publishers like Mogg generally made of their maps.

4. 'Topographical problem', Punch, 1851


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Categories : cities, everyday, information design, London, maps, tourism, Victorian

Measuring Victorian London: Mogg’s cab fare book

12 12 2011

1. Title page of 'Mogg's Ten Thousand Cab Fares' (1859)

In the 1840s and 1850s one publisher dominated the field of London transport guides: William and Edward Mogg. In 1844 Edward Mogg published his first Omnibus Guide which also included a separate section detailing cab fares. Better known was his brother William’s Ten Thousand Cab Fares (1 & 2), first published in 1851 and running to many editions. The authority of this guide centred on the fares being calculated by ‘actual admeasurement’, apparently undertaken at dawn when the city was quiet, with 104 destinations measured from 74 stands using a perambulator.

2. List of fares from the cab stand at Adam Street West

It appears that readers responded enthusiastically to this new guide: The Times celebrated it as ‘one of the most useful little books that have issued from the press that would make London’s cabmen honest’. Such was its fame that the eponymous hero of Robert Surtees’s 1852 novel Mr Sponge’s Sporting Tour had his Mogg as a constant companion in his pocket, not for resolving disputes with cabmen but for working out fares in his armchair at home, as a means of relaxation (3). This even extended to keeping it under his pillow at night.

3. Mr Sponge reading Mogg's book of cab fares

Mogg himself encouraged his readers to come to his own offices in cases of disputes with cabmen, where he would act as a mediating authority. If Mogg’s knowledge of London’s distances was not in question, others doubted their own abilities: one writer to The Times in March 1851, anticipating the number of visitors to the Great Exhibition who were likely to become victims to extortionate cabmen, asked: ‘who but Mr Mogg is in a condition accurately to determine exact distances?’ The Illustrated London News encouraged cabmen themselves to read Mogg, the result being that when a cabman was asked his fare ‘there would be no hesitation in his voice or manner’ for ‘he would know the precise sum and would wish for no more’ (4).

4. The Illustrated London News on London's cabs in 1853

Not surprisingly, passengers did not share this hope: even as late as 1870, one regular cab user complained in The Times that even though he had studied his Mogg well and knew ‘the exact length of a shilling fare’, he was still perplexed by the lack of a fixed system of fares. A self-confessed ‘short-sighted, corpulent, dowdy’ man, he felt helpless in the face of disputes with ‘rough’ cabmen who, as countless Punch cartoons showed, had an intractable tendency to rip-off their customers (5).

5. One of many cartoons in Punch picturing the delicate relationship between cab drivers and passengers


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Categories : cities, everyday, information design, London, Victorian

The world in a book: the Post Office London Directory

22 11 2011

1. The Post Office London Directory, 1858 (Collection of Michael Twyman)

Founded in 1800 by inspectors of the Inland letter-carriers called Ferguson and Sparkes, until 1836 the Post Office London Directory consisted mainly of an alphabetical list of names of merchants and trades in London with their occupations and addresses. The first edition in 1800 had only 250 entries; by 1839, just three years after Frederick Kelly took over the company, the directory ran to 1,187 pages with many dedicated to advertisements of one kind of another. By the time that this edition was published in 1858 (1), Kelly was issuing two versions of the directory annually: a shortened edition shown here, containing 2570 pages of close-set type, which included 366 pages of advertisements; and the full edition – in 1858, a book 11-cm thick (2).

2. Advertisements on the page ends of the Post Office London Directory, 1858

3. The Post Office London Directory for 1854 according to Punch

4. Punch's Post Office London Directory for 1859

From the early 1850s, Punch remarked upon the increasing bulk of Kelly’s London directories. In 1853, picturing a man carrying the enormous book on his back (3), Punch argued that the directory ‘laid open’ the ‘mysteries of the streets of London’ with a minuteness that even the most comprehensive city guidebook could not compete with. As an enormous encyclopaedia of London, the directory ‘not only contains all that we want to know, but precise information as to at least a couple of millions of people whom … we sincerely hope that we shall never know’. By 1859, Punch’s version of the London directory had grown to man-size proportions (4). Drawing attention to its materiality – six inches thick and weighing half a stone – the journal wondered at the work involved in the production of the directory but, as before, thought that most people would never read it, despite the fact that it would be often in their hands for the ‘occasional dip’.


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Categories : everyday, information design, London, Victorian


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