October 9

Carl Robert Keyes Daily Advert Update , , , , ,

What was advertised in a revolutionary American newspaper 250 years ago today?

Maryland Journal (October 9, 1776).

“BLANKS AND HAND BILLS are done on the shortest NOTICE, in a NEAT and CORRECT MANNER.”

As was the case for many eighteenth-century newspapers, the Maryland Journal featured an array of advertisements and concluded with a colophon that served as a final advertisement, one that repeated from issue to issue every week.  Not every colophon advertised the goods and services available at the printing office where the newspaper was published.  Some merely gave the name of the printer and the town.  The Maryland Journal and many others, however, had lengthy colophons that hawked subscriptions and solicited job printing.

In the fall of 1776, the newspaper’s colophon stated, “BALTIMORE: Published by M.K. Goddard, at the PRINTING-OFFICE in MARKET-STREET, next Door above Dr. JOHN STEVENSON’s, where SUBSCRIPTIONS for this PAPER, at TEN SHILLINGS per Annum, ADVERTISEMENTS and INTERESTING ESSAYS, or LETTERS of USEFUL INTELLIGENCE, are gratefully received for this PAPER; and where all MANNER of PRINTING-WORK is performed with CARE, FIDELITY, and EXPEDITION.— BLANKS AND HAND BILLS are done on the shortest NOTICE, in a NEAT and CORRECT MANNER.”

Like many of her male counterparts, Mary Katharine Goddard used the colophon to promote both the newspaper and other aspects of the business she operated.  Her brother, William, established the Maryland Journal in August 1773, but Goddard had been the printer since May 1775.  She included extensive directions to the printing office in the colophon to aid customers seeking to purchase subscriptions, advertisements, or blanks or others with job printing orders for handbills and other items.  In addition, advertisements often instructed interested parties to “enquire of the printer” to learn more.  Goddard served as an information broker, supplying details that did not appear in print.  The directions in the colophon helped readers seeking to “enquire of the printer” to find her printing office.  That Goddard included blanks (or printed forms, which could be personalized for an entrepreneur) and handbills in the colophon suggests that she did brisk business in them.  Those forms of advertising media have not been saved and preserved to the extent of newspapers and the advertisements that appeared in them, though they circulated in Baltimore and other cities and towns in eighteenth-century America.  Goddard’s colophon hinted at marketing materials that readers encountered as they went about their daily lives.

Slavery Advertisements Published October 9, 1776

Carl Robert Keyes Slavery Adverts 250 Project

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements about enslaved people – for sale as individuals or in groups, wanted to purchase or for hire for short periods, runaways who liberated themselves, and those who were subsequently captured and confined in jails and workhouses – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonizers encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonizers who did not purport to own enslaved people were still confronted with slavery as well as invited to maintain the system by purchasing enslaved men, women, and children or assisting in the capture of so-called “runaways” who sought to free themselves from bondage. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by enslavers rather than enslaved people themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

These advertisements appeared in revolutionary American newspapers 250 years ago today.

Connecticut Journal (October 9, 1776).

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Connecticut Journal (October 9, 1776).

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Connecticut Journal (October 9, 1776).

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Pennsylvania Gazette (October 9, 1776).

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Pennsylvania Gazette (October 9, 1776).

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Pennsylvania Gazette (October 9, 1776).

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Pennsylvania Journal (October 9, 1776).

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Pennsylvania Journal (October 9, 1776).

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Pennsylvania Journal (October 9, 1776).

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Pennsylvania Journal (October 9, 1776).

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Massachusetts Spy (October 9, 1776).

October 8

Carl Robert Keyes Daily Advert Update , , , , ,

What was advertised in a revolutionary American newspaper 250 years ago today?

Pennsylvania Evening Post (October 8, 1776).

“He proposes giving LECTURES in FRENCH after the most easy and concise method possible.”

Francis Daymon had competition.  For years the “MASTER of the French and Latin Languages” taught “the useful and polite French language in the newest and most expeditious method” to genteel residents of Philadelphia, the most cosmopolitan city in British North America.  He operated and frequently advertised a “FRENCH ACADEMY,” first at his house on Front Street, “nearly opposite the London Coffee-House,” and later “in the Library Room in Carpenters Hall.”  In addition, he offered private lessons to “Ladies and Gentlemen” who wished to be “instructed at their places of abode.”  On October 5, 1776, he advised readers of the Pennsylvania Evening Post that “he continues to instruct gentlemen in the French language in the most expeditious method, agreeable to the late improvements of the French academy.”  Pupils could now find him “on the south side of Market-street, the fifth door below Fourth-street.”

Three days later, Bartholomew le Petite ran his own advertisement in the Pennsylvania Evening Post, addressing the same readers who recently perused Daymon’s notice.  Le Petite informed “the ladies and gentlemen of this city, that he proposed giving LECTURES in FRENCH after the most easy and concise method possible for the scholar to obtain the knowledge and propriety of writing and speaking it with propriety.”  After all, those seeking to deploy their familiarity with the “polite and useful language” to demonstrate their sophistication wished to avoid the embarrassment of clumsy execution that would mark them as pretenders rather than truly genteel.  Le Petite did not make any mention of “the French academy” on the other side of the Atlantic, choosing not to burnish the same sort of credentials that Daymon so often incorporated into his advertisements.  Instead, he focused on making his lessons as accessible as possible via his “most easy and concise method.”  That may have been an attractive prospect to new students as well as students who had been frustrated when receiving lessons from Daymon or others.  Le Petite’s methods might prove the most effective.

Whether learning French for the first time, seeking to expand their vocabulary and improve their pronunciation, or desiring to brush up on their skills, students could compare advertisements from two instructors published within days of each other.  Those advertisements did more than merely announce that French lessons were available.  They played a role in guiding students to the instructors so they could make informed decisions about which one they wished to hire.

Slavery Advertisements Published October 8, 1776

Carl Robert Keyes Slavery Adverts 250 Project

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements about enslaved people – for sale as individuals or in groups, wanted to purchase or for hire for short periods, runaways who liberated themselves, and those who were subsequently captured and confined in jails and workhouses – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonizers encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonizers who did not purport to own enslaved people were still confronted with slavery as well as invited to maintain the system by purchasing enslaved men, women, and children or assisting in the capture of so-called “runaways” who sought to free themselves from bondage. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by enslavers rather than enslaved people themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

These advertisements appeared in revolutionary American newspapers 250 years ago today.

Pennsylvania Evening Post (October 8, 1776).

October 7

Carl Robert Keyes Daily Advert Update , , , ,

What was advertised in a revolutionary American newspaper 250 years ago today?

New-York Gazette and Weekly Mercury [New York] (October 7, 1776).
“JAMES DEAS … SINCE the late dreadful Fire has removed into the House he formerly lived in.”

In the weeks after the British took possession of New York in September 1776, Hugh Gaine removed to Newark, New Jersey, and printed the New-York Gazette and Weekly Mercury there.  Without a newspaper in the city they just captured, the British tasked Ambrose Serle with publishing another New-York Gazette and Weekly Mercury in New York.  The first issue featured Gaine’s name in the imprint, but it disappeared from subsequent issues until Gaine returned to the city and resumed publication there in November.  The October 7 edition was the first with a masthead that stated, “PRINTED AT THE BIBLE AND CROWN, IN HANOVER SQUARE,” without naming a printer.  The masthead continued to proclaim that the newspaper “Contain[ed] the freshest Advices Foreign and Domestick.”

In addition to news articles and letters, advertisements accounted for those “freshest Advices.”  James Deas, a “PERUKEMAKER and HAIR-DRESSER,” placed a short advertisement to inform the public of his new location.  “SINCE the late dreadful Fire,” he announced, he “has removed into the House he formerly lived in, at the Corner of Broad-Street, near the Exchange.”  He hoped that “his former Friends and Customers” would avail themselves of his services at his new (but familiar) location.  Deas referred to the fire that destroyed more than one-fifth of the city on the night of September 20 and into the morning of September 21, just as the British arrived.  Gaine provided the first coverage of the fire in his New-York Gazette and Weekly Mercury printed in Newark on September 21, part of his promise to publish “the freshest Advices Foreign and Domestick” in that newspaper.  For his part, Deas did not comment on the fire beyond describing it as “dreadful.”  Instead, he focused on maintaining his clientele and rebuilding his business.  His advertisement did not reveal his politics, a savvy strategy considering recent events, but the fire raised lots of questions and speculation about whether the retreating American forces set it deliberately.  The fire may very well have been a topic of lively conversation between Deas and his clients as he dressed their hair or took their measurements at his new shop.

Slavery Advertisements Published October 7, 1776

Carl Robert Keyes Slavery Adverts 250 Project

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements about enslaved people – for sale as individuals or in groups, wanted to purchase or for hire for short periods, runaways who liberated themselves, and those who were subsequently captured and confined in jails and workhouses – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonizers encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonizers who did not purport to own enslaved people were still confronted with slavery as well as invited to maintain the system by purchasing enslaved men, women, and children or assisting in the capture of so-called “runaways” who sought to free themselves from bondage. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by enslavers rather than enslaved people themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

These advertisements appeared in revolutionary American newspapers 250 years ago today.

Connecticut Courant (October 7, 1776).

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New-York Gazette and Weekly Mercury [New York] (October 7, 1776)

October 6

Carl Robert Keyes Daily Advert Update , , , ,

What was advertised in a revolutionary American newspaper 250 years ago this week?

Freeman’s Journal (October 5, 1776).

“Return or pay for it … or expect a visit from some one more inquisitive than polite.”

During the era of the American Revolution, newspapers frequently carried advertisements about thefts and burglaries, usually describing the items taken and offering rewards for bringing the culprits to justice.  If possible, the victims also wanted the stolen goods returned, asking readers to “stop” or confiscate them if they encountered them in the marketplace.  In some instances, the advertisements identified who had taken the items, but in most cases they relied on describing the goods as a means of identifying the burglars and thieves.  Such instances gave some people, both those who stole the goods and those who purchased them via what Serena Zabin has termed an “informal economy,” opportunities to participate in the transatlantic consumer revolution.

The victim of a theft in Portsmouth, New Hampshire, in the fall of 1776 seemed to know who had taken “a Piece of back Taffety Ribbon off the counter, in a shop in Queen Street.”  The unfortunate shopkeeper placed an advertisement in the October 5 edition of the Freeman’s Journal, informing the woman who absconded with the ribbon that “the proper owner is not at all disposed to give it to her.”  The shopkeeper advised the shoplifter “to return or pay for” the ribbon “without further notice” or else “expect a visit from some one more inquisitive than polite.”  Whether that person was the shopkeeper, someone with standing to arrest or prosecute the shoplifter, or someone with a more unsavory character, the advertisement did not specify, leaving it to the imagination of the woman who stole the ribbon.  The shopkeeper also noted that the shoplifter took the ribbon “between 12 and 1 o’clock at noon, on Friday the 20th” of September, giving such precise details to imply that the shopkeeper did indeed know the identity of the shoplifter and could dispatch “some one more inquisitive than polite” to visit her to remedy the matter.  Most advertisements about thefts and burglaries called on the public for assistance, but this advertisement about a shoplifter addressed a single reader, the shoplifter herself, as the shopkeeper took a different approach to using the power of the press to recover the stolen goods.

October 5

Carl Robert Keyes Daily Advert Update , , , , , , ,

What was advertised in a revolutionary American newspaper 250 years ago today?

Pennsylvania Evening Post (October 5, 1776).

“A MAP of the present seat of war, with the harbours of New-York and Perth Amboy.”

In early October 1776, John Norman, a “print-seller and engraver,” announced that he had for sale a “MAP of the present seat of war, with the harbours of New-York and Perth Amboy” at his shop on Second Street in Philadelphia.  Such a map would have been of great interest to many readers, whether political leaders, military officers, or civilians, considering that it depicted the British invasion of Long Island and occupation of New York along with the retreat of the Continental Army in August and September.  The map, a visual depiction of the region overlaid with troop movements, served as an important supplement for understanding news about current events.

The phrase “JUST published” that opened Norman’s advertisement did not necessarily mean that he was the engraver or publisher of the map, but it seems likely since he had already established his reputation as an engraver when he produced American editions of architectural manuals and he eventually gained acclaim for engraving other maps depicting the Revolutionary War as well as portraits of Patriot leaders.  At the time of writing this entry, I cannot locate a surviving copy of any map by Norman showing “the present seat of war, with the harbours of New-York and Perth Amboy,” published in 1776.  By the end of the year, engravers and publishers in London issued similar maps, but Norman certainly did not advertise and sell any of those maps.  In addition, his purpose in producing and selling such maps would have been very different than the inspiration for the London editions.  Consider, for instance, The Seat of Action, between the British and American Forces: Or an Authentic Plan of the Western Part of Long Island, with the Engagement of the 27th August 1776 between the King’s Forces and the Americans published by Robert Sayer and John Bennett in London in November 1776.  The catalog entry for that map maintained by the George Washington Presidential Library at Mount Vernon explains that the map “contained recent information regarding the British campaign to take New York City.  Printed as a broadside, the information could be transmitted in a timely manner – in this case, two months after the events depicted on the map.  After an embarrassing defeat at Bunker Hill …, Britain was eager to transmit the news of the victory in New York … to an eager audience back in England.”  Considering that Norman previously marketed prints and political cartoons that supported the American cause, he probably sold this “MAP of the present seat of war” as a means of keeping the public informed about current events rather than as a piece of pro-British propaganda.

Slavery Advertisements Published October 5, 1776

Carl Robert Keyes Slavery Adverts 250 Project

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements about enslaved people – for sale as individuals or in groups, wanted to purchase or for hire for short periods, runaways who liberated themselves, and those who were subsequently captured and confined in jails and workhouses – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonizers encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonizers who did not purport to own enslaved people were still confronted with slavery as well as invited to maintain the system by purchasing enslaved men, women, and children or assisting in the capture of so-called “runaways” who sought to free themselves from bondage. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by enslavers rather than enslaved people themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

These advertisements appeared in revolutionary American newspapers 250 years ago today.

Freeman’s Journal (October 5, 1776).

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New-York Gazette and Weekly Mercury [Newark] (October 5, 1776).

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New-York Gazette and Weekly Mercury [Newark] (October 5, 1776).

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New-York Gazette and Weekly Mercury [Newark] (October 5, 1776).

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Pennsylvania Evening Post (October 5, 1776).

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Pennsylvania Ledger (October 5, 1776).

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Providence Gazette (October 5, 1776).

October 4

Carl Robert Keyes Daily Advert Update , , ,

What was advertised in a revolutionary American newspaper 250 years ago today?

Essex Journal (October 4, 1777).

“The Sign of the Glove.”

In the fall of 1776, Timothy Dexter stocked a “Large assortment of Moose Leather, and Wash Leather Breeches, made after the best manner” at “his Shop … opposite Somerby’s Landing” in Newburyport, Massachusetts.  In an advertisement in the October 4 edition of the Essex Journal, he informed prospective customers that he would sell his wares “exceeding low for Cash” since he intended to leave the town and wished to liquidate his merchandise.  Readers unfamiliar with Dexter’s shop could look for the “Sign of the Glove” once they were in the vicinity of Somerby’s Landing.  Some towns and cities would introduce standardized street numbers by the end of the century, but until that happened shop signs aided in navigating the streets and identifying businesses.

Like many other shopkeepers in both urban ports and smaller towns, Dexter selected a device to identify his business.  As residents and visitors traversed the streets of Newburyport, they spotted the “Sign of the Glove” at Dexter’s shop and other signs that marked the locations of other shops, encountering a landscape of visual images deployed to facilitate commerce and consumption in eighteenth-century America.  Those signs served as precursors to the logos that companies would adopt in later centuries.  Some entrepreneurs used them as a rudimentary form of branding.  Dexter, for instance, not only used the “Sign of the Glove” to mark his location “opposite Somerby’s Landing” but also to promote his business in his notice in the Essex Journal.

Few shop signs from the eighteenth century survive today, yet newspaper advertisements reveal that they were common sights (and sites) in early America.  Not every shop had a sign, but the proprietors of those that did likely hoped that their signs would make their businesses more visible and more memorable.  In a competitive marketplace, every small advantage might help.