The Hampshire Advertiser and Royal Yacht Club Gazette first appeared on 29 September 1827. Originally titled the Southampton Town and County Herald, the rebranding may reflect the Indian summer then being experienced by Southampton as a fashionable resort, with a surge in advertisements for fashionable property in the neighbourhood. The latter portion of the title was soon dropped. John Coupland was the energetic and influential proprietor and publisher, placing his paper resolutely on the Conservative side in politics. He relinquished the paper in 1864 when his shares were sold to a consortium trading as the Hampshire Advertiser County Newspaper and Printing and Publishing Co Ltd. The new directors retained the services of Coupland's successor, Robert Balfour King, as general manager until shortly before his death in 1877. The paper was originally published from 108 High Street. The business was removed to 70 High Street on 27 December 1828 and thence to 169 High Street on 10 June 1837. Here the paper shared premises with the Southampton Club, a circulating library and bookselling business, all connected with Coupland. In October 1845 the printing plant and newspaper offices were removed to 28 High Street. Coupland's successors made two further changes of address: to 29 High Street in 1884 and later (c.1918) to 45 Above Bar Street. The Hampshire Advertiser continued to be published until the printing plant was destroyed in the blitz of 1940.


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