
back in 1818 when John keats published his poem Endymion ,John Gibson Lockhart in the rival Blackwood's Edinburgh Magazine. He ridiculed Keats's poem Endymion, signing off with: "It is a better and wiser thing to be a starved apothecary than a starved poet; so back to the shop, Mr John."
The review was so vicious that a myth persisted for decades that Keats literally died of a broken heart caused by the bad press