October 23

Carl Robert Keyes Daily Advert Update , , , , ,

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

Massachusetts Spy (October 23, 1776).

“HANNON’s BEST CHOCOLATE, Exceeding Fine.”

A standard run for most newspaper advertisements published during the era of the American Revolution consisted of three or four insertions.  When colophons listed the fees for advertising, the printers offered packages with a set fee for setting the type and running an advertisement that many time.  Of course, advertisers could run their notices more than three or four times, incurring a new fee for each additional insertion.  Most opted for the standard package and then discontinued their notices.

Such was the case with an advertisement for “HANNON’s BEST CHOCOLATE” that ran in the Massachusetts Spy on October 9, 16, and 23, 1776.  Except for patent medicines, few products had brand names in the eighteenth century, yet the advertiser expected prospective customers to recognize the name of the maker of this “Exceeding Fine” chocolate “Sold opposite the TOWN-HOUSE, in Worcester.”  Those who wanted more information could “Enquire of the Printers.”

The advertisement moved around within the Massachusetts Spy.  The first time it appeared, it ran at the top of the first column on the first page, immediately above “PAPERS … published by the order of CONGRESS” in Philadelphia.  The rest of the content on that page consisted of an “Extract of a letter from General Washington to the PRESIDENT of CONGRESS” and other updates about the British invasion and occupation of New York.  The following week, it ran on the final page, two-thirds of the way down the middle column.  For its final insertion, it appeared at the top of the last column on the last page.

No matter where the advertisement ran in the Massachusetts Spy, it was easy to spot.  The advertiser arranged with the printers to have the notice for this “Exceeding Fine” and “BEST CHOCOLATE” enclosed within a border of decorative type.  That distinguished the advertisement from all the other content – advertisements, news, letters – in the newspaper since no other items received similar treatment.  The printing ornaments made it easy for readers to spot, even when it appeared in the middle of columns of dense text in the October 16 issue.  The border drew the eyes of readers and demanded they give their attention to the advertisement.  Although it ran only three times, the advertisement for “HANNON’s BEST CHOCOLATE” likely made an impression on readers of the Massachusetts Spy.

Slavery Advertisements Published October 23, 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 Gazette (October 23, 1776).

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Pennsylvania Gazette (October 23, 1776).

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Pennsylvania Journal (October 23, 1776).

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Pennsylvania Journal (October 23, 1776).

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Pennsylvania Journal (October 23, 1776).

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Pennsylvania Journal (October 23, 1776).

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Pennsylvania Journal (October 23, 1776).

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Pennsylvania Journal (October 23, 1776).

October 22

Carl Robert Keyes Daily Advert Update , , , , ,

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

Pennsylvania Evening Post (October 22, 1776).

“THE curious in ancient literary works on the ART of HEALING … may not purchase [a] variety of Latin authors.”

Robert Bell, one of the most prominent American printers and booksellers during the era of the American Revolution, achieved his reputation, in part, through advertising extensively.  Advertisements for books and pamphlets that he printed or sold regularly appeared in newspapers published in Philadelphia, where he ran a “book-store, next door to St. Paul’s church, in Third-street,” in 1776.  Before the war, he frequently inserted subscription proposals for books he intended to publish if enough customers subscribed (or reserved copies in advance) in newspapers from New England to South Carolina.  That made him a familiar figure to readers throughout the colonies.  In 1776, however, he confined his advertising mostly to Philadelphia.

In an advertisement that ran in the October 22, 1776, edition of the Pennsylvania Evening Post, Bell targeted prospective customers interested in medical texts.  He had a special flair for describing both himself and his customers.  For instance, he had previously named himself “the Provedore to the Sentimentalists.”  In this advertisement, Bell addressed the “curious in ancient literary works on the ART of HEALING,” informing them that they “may now purchase [a] variety of Latin authors.”  In case that subject matter was too obscure, he also promoted alternatives that some readers might have considered more practical.  Bell stocked “a few modern English writers on medicinal and surgical subjects.”

Bell could have left it at that, but he chose to add a nota bene to remind prospective customers that he also sold books from other genres.  “All the military authors lately published may be had at said BELL’s,” he proclaimed, in case readers had not noticed the many advertisements for military manuals that he frequently placed in the Pennsylvania Evening Post and other newspapers.  A reminder certainly did not hurt, he likely reasoned, since so many printers and booksellers also advertised an array of military manuals published in Philadelphia in 1775 and 1776.  For readers not interested in medical texts and military manuals, Bell also offered “numbers of miscellaneous, instructive, and entertaining works, in various branches of literature” that they could browse when they visited his shop.  He intentionally targeted certain readers, while also extending an invitation to all readers to see which books and pamphlets they could purchase at “BELL’s book-store.”

Slavery Advertisements Published October 22, 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.

Dunlap’s Pennsylvania Packet (October 22, 1776).

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Freeman’s Journal (October 22, 1776).

October 21

Carl Robert Keyes Daily Advert Update , , , , ,

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

Boston-Gazette (October 21, 1776).

“THE Publisher of this Paper being determined to remove to Boston during the Course of next Week.”

In the October 21, 1776, edition of the Boston-Gazette and Country Journal, Benjamin Edes announced his intention to return to Boston.  For more than a year, Edes had been printing the Boston-Gazette in nearby Watertown.  For two decades, Edes and John Gill published the Boston-Gazette in Boston, acquiring the newspaper from Samuel Kneeland and distributing their first issue on April 7, 1755.  During the imperial crisis, the Boston-Gazette gained a reputation for supporting the American cause.  Edes and Gill printed their final issue on Apri 17, 1775.  Two days later, the Revolutionary War began with the battles at Lexington and Concord.  Edes and Gill suspended publication of the Boston-Gazette.  At the time, every other newspaper in Boston ceased or suspended publication or moved out of the city.  Isaiah Thomas, for instance, moved the Massachusetts Spy to Worcester.  During the siege of Boston, Edes and Gill dissolved their partnership.  Edes relocated to Watertown, where the Massachusetts Provincial Congress met, and continued printing the Boston-Gazette there on June 5, 1775.  He retained the title and numbering following a suspension that lasted nearly two months.

After the British evacuated from Boston in March 1776, Edes and the Boston-Gazette remained in Watertown for more than half a year.  In late October, the printer ran advertisement announcing that he was “determined to remove to Boston during the Course of next Week.”  He hoped to maintain as many subscribers as possible, yet he also requested that “all those it will not accommodate to continue [as] his Customers there, to settle their arrears” to keep his ledgers in order.  Edes did not manage to “remove to Boston” within the week, but he did make it there within two weeks of running his notice.  The October 28 edition of the Boston-Gazette was the last one to feature “Printed by BENJAMIN EDES, in WATERTOWN” in the masthead.  Keeping to the weekly publication schedule, he printed the next issue in Boston on November 4, 1776.

Since December 21, 1719, the Boston-Gazette had been printed in Boston.  Initially, it had been printed by James Franklin and published by William Brooker.  The newspaper changed hands several times over the next five decades, but it remained in continuous publication.  It was one of the few American newspapers that did not suspend publication while the Stamp Act was in effect, yet the outbreak of hostilities caused Edes and Gill to dissolve their partnership and, after a brief hiatus, Edes continued the newspapers in Watertown.  The war continued, but Edes prepared to return the Boston-Gazette to Boston in late October 1776.

Slavery Advertisements Published October 21, 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 21, 1776).

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New-York Gazette and Weekly Mercury [New York] (October 21, 1776).

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New-York Gazette and Weekly Mercury [New York] (October 21, 1776).

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New-York Gazette and Weekly Mercury [New York] (October 21, 1776).

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New-York Gazette and Weekly Mercury [New York] (October 21, 1776).

October 20

Carl Robert Keyes Daily Advert Update , , , ,

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

Pennsylvania Evening Post (October 19, 1776).

“The printers of the several newspapers in this city are desired to insert the above.”

On October 19, 1776, the Pennsylvania Evening Post carried an advertisement from the Committee of Accounts associated with the “late Committee of Inspection for the city and liberties of Philadelphia” that had been organized according to the Continental Association, the nonimportation agreement devised by the First Continental Congress in the fall of 1774.  The Committee of Accounts requested that “ALL persons who have any demands … deliver their accounts to any one of [its members] on or before the tenth day of November.”  This was the last call for any outstanding accounts since the committee “intended finally to settle this business.”  The advertisement warned the public “to take notice … as every account not furnished on or before that day must be excluded.”

Hoping to get the word out as widely was possible, the committee included a request to the “printers of the several newspapers in this city … to insert” the advertisement.  Those printers, however, did not immediately comply with that request.  The Pennsylvania Ledger, also published on October 19, did not carry the notice.  If the committee had delivered copy only to the Pennsylvania Evening Post and simply expected other printers to see the advertisement in that newspaper and then reprint it then the Pennsylvania Ledger would not have had an opportunity to run the advertisement on the same day.  It could have appeared, however, in Dunlap’s Pennsylvania Packet on October 22, but it did not.  The printer did include a note that “Advertisements omitted this week for want of room shall be inserted in our next.”  The next day, neither the Pennsylvania Gazette nor the Pennsylvania Journal carried the advertisement.  In addition, the Pennsylvania Evening Post did not run the advertisement a second time in its October 22 and October 24 editions.  So far, the “printers of the several newspapers in this city” did not take heed of the request to publish the committee’s notice.

In the end, none of those printers opted to insert the advertisement.  The committee had allowed for three weeks between its initial appearance and the November 10 deadline for submitting accounts.  In that time, the notice did appear in the Pennsylvania Evening Post two more times, once on October 29 and again on November 7.  That it ran three times suggests that the committee may have paid the standard rate for an advertisement, a fee that included setting the type and three insertions.  They may have hoped that other printers would publish the notice gratis as a public service, but they ended up disappointed if that was the case.  It does not appear that the committee delivered copy to each printing office but instead depended on local printers monitoring the content in other newspapers.  It was possible, but unlikely, that no other printer in Philadelphia happened to see the advertisement and the request to print it.  Instead, those printers seemingly made other choices about what to publish with limited space and a shortage of paper.

October 19

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

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

Providence Gazette (October 19, 1776).

“Books for Accounts made and ruled to any Pattern.”

In the fall of 1776, Henry Roby, a “BOOK-BINDER, from BOSTON,” took to the pages of the Providence Gazette “to inform the Public, that he carries on the Book-Binding Business, in all its Branches, at the Shop lately occupied by Mr. Benjamin Gladding, nearly opposite Mr. James Arnold’s Store.”  Roby did not indicate how recently he had arrived in Providence from Boston.  He might have just taken up residence after leaving a city that had experienced significant hardships when the Boston Port Act shut down the harbor in the summer of 1774 and during the siege of the city following the outbreak of hostilities at Lexington and Concord in April 1775 or he might have departed Boston at some point in the past several years.  Artisans from that urban port sometimes continued to describe themselves as “from Boston” for years after they set up shop in another town.  Whatever the case, Roby recently moved into a shop where he had not previously conducted business.  He gave extensive directions to help prospective customers find it.

He also provided an overview of his services.  He suggested that he possessed both skill and experience when he stated that he “carries on the Book-Binding Business, in all its Branches.”  There was no aspect of that trade that he could not perform on his own.  He also chose to highlight certain services in a nota bene at the end of his advertisement.  Customers could have “Old Books re-bound or lettered” with the titles on the spine or cover.  In addition, merchants, brokers, or anyone keeping business or household accounts could have “Blank Books for Accounts made and ruled to any Pattern.”  Roby may have had some account books in stock, but he could also custom-make books to suit the needs of his customers.  They could send orders, though Roby likely preferred those who came to his shop for a consultation.  That allowed him to get the details right and perhaps even upsell them on other features or services.  Whatever customers ordered, Roby promised to complete the work “at the shortest Notice.”  The bookbinder apparently considered the advertisement worth the investment.  He inserted it in the Providence Gazette for seven consecutive weeks.

Slavery Advertisements Published October 19, 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.

New-York Gazette and Weekly Mercury (October 19, 1776).

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New-York Gazette and Weekly Mercury (October 19, 1776).

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Pennsylvania Evening Post (October 19, 1776).

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Pennsylvania Evening Post (October 19, 1776).

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Pennsylvania Evening Post (October 19, 1776).

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Pennsylvania Ledger (October 19, 1776).

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Providence Gazette (October 19, 1776).

October 18

Carl Robert Keyes Daily Advert Update , , , ,

Who was the subject of an advertisement in a revolutionary American newspaper 250 years ago today?

Virginia Gazette [Purdie] (October 18, 1776).
“RUN away … a negro man named BACCHUS.”

Like many other enslavers seeking to recover their human property, John Greenhow placed a newspaper advertisement that described the enslaved man who liberated himself by running away from him and offered a reward for his capture and return.  In this instance, Greenhow inserted an advertisement about Bacchus in the October 18, 1776, edition of Alexander Purdie’s Virginia Gazette.  By that time, Bacchus had eluded Greenhow for three months.

Greenhow suspected that Bacchus had help.  He explained that the enslaved man “formerly belonged to mr. John Wilkinson, not far from New Kent courthouse.”  He reported that Bacchus headed that direction because he “has a father and other relations in that family, and has several times been seen there since he ran away.”  Furthermore, Greenhow had “great reason to believe he is harboured and employed in that neighbourhood.”  He did not mention whether Bacchus had any notable skills, yet Greenhow seemed certain that the formerly enslaved man managed to find work in the vicinity.  He was so confident that was the case that he offered a reward “to any person that will prove in court who the villain is that conceals and employs him.”  If Greenhow was correct, that meant that Bacchus received help not only from his “father and other relations” and other Black people but also from a white employer who did not ask too many questions about his background or who might even have been sympathetic to his situation.

Although Greenhow did not write the advertisement with the intention of creating a truncated biography of Bacchus, the notice revealed choices that the Black man made during the Revolutionary War.  Among the many disruptions caused by the war, enslaved men and women had the option of making their way to British forces in hopes of earning their freedom.  Both men and women could provide services in camp, while men could also fight.  In November 1775, John Murray, the Earl of Dunmore and the last royal governor of Virginia, issued a proclamation that offered freedom to enslaved people “appertaining to rebels” (or enslaved by patriots) who were “willing to bear arms” and “join[ed] his Majesty’s troops.”  Some advertisements indicated that enslaved men and women who liberated themselves were likely making their way to the British.  Yet Bacchus did not make that choice; at least, Greenhow did not think that he did.  Instead, Bacchus chose to reunite with his father and other members of his family.  He called on bonds with family and friends and forged some sort of agreement with an employer to keep him hidden from Greenhow.  Still in danger of discovery, Bacchus was in a better position than if he did not have allies who aided him in seeking freedom.