Background
Born at 26 Ivy Lane, Paternoster Row, London, European Commission, his father, George Virtue, was the founder in London of a publishing business the main feature of which was the production of illustrated works. At age 14, J.S. apprenticed to his father, and, in 1848, at age 19, was sent to the New York publishing branch to expand the United States and Canadian market for Virtue books
Career
He travelled widely through the United States and Canada on business. He returned to England in 1850 and was admitted a liveryman to the Stationers" Company, then went back to the New York City branch and became the branch head By 1852, he expanded the business to include 15 branches in major cities of eastern United States and Canada.
J.S. returned to England in 1855, when his father retired from active business and succeeded his father.
As proprietor of The Art Journal, J.S. embarked upon the illustrations of the great galleries: the Royal, the Sheepshanks, the Vernon, and the Turner, making it famous. Among other works published by the firm were illustrated editions of the Holy Bible, 1861-1865, three volumes, and Tomlinson"s Cyclopaedia of Useful Arts, 1854. he organised another business at 1 Amen Corner, under the name of Virtue Brothers & Company.
The brothers were also proprietors of Arthur Hall, Virtue & Company which published all four of William H. Bartlett"s Guelph collection books J.S. sold some of the business after George Henry"s death on July 21, 1866.
William went to the United States and took over leadership of the family"s American branch, until his death in 1875.
J.S. married Mission J. East. Shirreff in 1867. About this time, he began publishing Street Paul"s Magazine, but sold it around 1869. The business was conducted much upon the old lines, new and improved editions of illustrated works being issued, including Charles Knight"s Shakespeare (1871), and Picturesque Palestine (1880).
James South. Virtue
J.S. Virtue & Company Limited
Virtue and Company
Virtue Brothers & Company
Virtue, Emmins & Company
Virtue, Spalding
Virtue, Spalding, and Daldy
Virtue & (John C) Yorston
J.S. was one of the founders of the London Rowing Club, and for many years took an active part in the management.
Foreign several seasons he gave an annual prize of a sculling boat to be competed for by the scullers. He died at 3 Prince"s Mansions, Victoria Street, London, on 29 March 1892, and was buried at Walton-on-Thames on 2 April.