August 23

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

Aug 23 - 8:23:1769 South-Carolina and American General Gazette
South-Carolina and American General Gazette (August 23, 1769).

“Several other articles too tedious to enumerate.”

Although male merchants and shopkeepers placed the vast majority of advertisements for imported consumer goods in the South-Carolina and American General Gazette and other newspapers published in Charleston in the 1760s, their female counterparts occasionally inserted advertisements as well. Given the number of women who earned their livelihoods as shopkeepers in the largest port cities, female entrepreneurs were disproportionately underrepresented when it came to advertising in Boston, Charleston, New York, and Philadelphia. Those who did advertise, however, tended to deploy the same marketing strategies as men rather than crafting commercial notices that made distinctive appeals based on their sex.

Such was the case for Frances Swallow. Except for her name and the pronouns, her advertisement did not differ from those placed by male competitors in the August 23, 1769, edition of the South-Carolina and American General Gazette. She made an appeal to price, stating that she sold her wares “on the most reasonable terms.” She also invoked current tastes more than once. She sold “ribbons of the newest fashion” and “continues to make up all kinds of MILLINERY, in the newest fashion.” Price and fashion, along with quality, were among the most commonly deployed marketing strategies in eighteenth-century newspapers.

Most significantly, Swallow’s advertisement emphasized consumer choice, another exceptionally popular marketing strategy of the period. Swallow produced a litany of goods equal in length to those published by her male competitors in the same issues. Indeed, Swallow’s list might be considered even more extensive because it consisted almost exclusively of textiles and millinery supplies, whereas most of the male advertisers listed those items along with housewares, hardware, and other items. To underscore the extent of the choices she presented to customers, Swallow concluded her list with a proclamation that she also carried “several other articles too tedious to enumerate.” This challenged readers who already envisioned the dozens of items she did describe to imagine what other merchandise did not appear on Swallow’s list.

Swallow specialized in retailing textiles and millinery ware. In marketing her goods, she adopted the same strategies as male merchants and shopkeepers who advertised all sorts of imported goods. She made appeals to price, fashion, and, especially, consumer choice to convince prospective customers to visit her shop.

Slavery Advertisements Published August 23, 1769

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 for slaves – for sale, wanted to purchase, runaways, captured fugitives – 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 colonists 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. Colonists who did not own slaves were still confronted with slavery as well as invited to maintain the system by purchasing slaves or assisting in the capture of runaways. 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 slaveholders rather than the slaves themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

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

Aug 23 - Georgia Gazette Slavery 1
Georgia Gazette (August 23, 1769).

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Aug 23 - Georgia Gazette Slavery 2
Georgia Gazette (August 23, 1769).

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Aug 23 - Georgia Gazette Slavery 3
Georgia Gazette (August 23, 1769).

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Aug 23 - Georgia Gazette Slavery 4
Georgia Gazette (August 23, 1769).

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Aug 23 - Georgia Gazette Slavery 5
Georgia Gazette (August 23, 1769).

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Aug 23 - Georgia Gazette Slavery 6
Georgia Gazette (August 23, 1769).

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Aug 23 - South-Carolina and American General Gazette Slavery 1
South-Carolina and American General Gazette (August 23, 1769).

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Aug 23 - South-Carolina and American General Gazette Slavery 2
South-Carolina and American General Gazette (August 23, 1769).

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Aug 23 - South-Carolina and American General Gazette Slavery 3
South-Carolina and American General Gazette (August 23, 1769).

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Aug 23 - South-Carolina and American General Gazette Slavery 4
South-Carolina and American General Gazette (August 23, 1769).

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Aug 23 - South-Carolina and American General Gazette Slavery 5
South-Carolina and American General Gazette (August 23, 1769).

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Aug 23 - South-Carolina and American General Gazette Slavery 6
South-Carolina and American General Gazette (August 23, 1769).

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Aug 23 - South-Carolina and American General Gazette Slavery 7
South-Carolina and American General Gazette (August 23, 1769).

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Aug 23 - South-Carolina and American General Gazette Slavery 8
South-Carolina and American General Gazette (August 23, 1769).

August 22

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

Aug 22 - 8:22:1769 Essex Gazette
Essex Gazette (August 22 1769).

Such Kind of Pieces … ought to be accompanied with some Cash.”

The shipping news from the customs house in Salem usually preceded advertisements in the Essex Gazette. That was the case in the August 22, 1769, edition, but the printer also inserted a brief notice immediately before the shipping news. “Before the Printer hereof published the Piece from A Lover of Impartiality,” Samuel Hall stated, “he should be glad to speak with the Author.—Such Kind of Pieces, whether in Vindication of Clergy or Laity, ought to be accompanied with some Cash.” With this notice, Hall revealed an important aspect of his business model. Apparently subscriptions and advertisements were not the only means of generating revenue for the Essex Gazette. The printer apparently also accepted payment for certain editorials as well.

Purchasing advertising space allowed colonists to shape the contents of newspapers, injecting their own views on politics and society into publications otherwise edited by printers. Advertisements that included news or opinion appeared among other paid notices, usually with the name of the advertiser appended. This made it clear to readers that advertisers paid to have such content circulate via the public prints. Editorials or letters, on the other hand, did not include devices indicating that they may have been placed only after authors made payment rather than as the result of printers selecting content they considered important or interesting for readers. Any such items reprinted from one newspaper to another almost certainly did not specify that someone had originally paid to see it in print. To what extent did colonial readers realize this was the case? Hall did not attempt to hide it, but neither did he nor other printers regularly indicate that some items (other than advertisements) ran in newspapers as a result of financial transactions in the printing office. Even if colonists did realize that some editorials appeared because authors paid for the space, how did they go about distinguishing which items fit that description? In an age of accusations about “fake news” shaping public discourse, Hall’s notice about authors paying to insert editorials in the Essex Gazette demonstrates that those who consume information – no matter which media deliver it – have been challenged to cultivate good practices for information literacy since the founding of the nation.

August 21

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

Aug 21 - 8:21:1769 New-York Gazette Weekly Mercury
New-York Gazette and Weekly Mercury (August 21, 1769).

“These are Manufactures America can have within herself.”

When George Traile advertised his “Manufactory of Snuff and Tobacco” in the New-York Gazette and Weekly Mercury in August 1769, he provided a short history of his business. Formerly located in New Rochelle, the manufactory had recently moved “to the Snuff Mills in the Bowery” in New York. Traile promoted the quality of his snuff, but he also had an eye for current tastes that ventured far beyond the American colonies. He proclaimed that he made and sold “all Sorts of Rappee now in Vogue in Great-Britain and Ireland, France and Holland.” Local consumers could acquire the varieties of snuff currently in fashion in some of the most cosmopolitan places in the Atlantic world without having to import it!

That assertion served as the backbone of Traile’s advertisement. After making brief comments about quality and fashion, he devoted most of his advertisement to a lesson in politics. He likely assumed this strategy would resonate with colonists currently participating in nonimportation agreements as economic acts of resistance to the taxes on paper, glass, lead, paint, and tea levied by the Townshend Acts. As far as his Traile’s tobacco was concerned, “These are Manufactures America can have within herself, as good and as cheap as they can be imported.” Customers did not need to sacrifice quality or pay higher prices when they allowed politics to guide their purchases.

Traile charged true patriots with a duty to buy his snuff: “the Encouragement of this Branch of Business in the Colonies, will be found an Object highly worth the Attention of every real Patriot.” Furthermore, “as the popular Prejudices to the Snuff of this Country, are pretty much subsided all over the Colonies, he flatters himself he will meet with that Encouragement the Quality of his Commodities shall deserve, from every well Wisher to America.” In other words, colonists near and far preferred snuff produced in the colonies, provided it was quality merchandise, so anybody who had the best interests of the colonies at heart should eagerly purchase Traile’s snuff since he endeavored to provide the best product available. This was not an insignificant matter. Traile asked prospective customers who counted themselves among “the thinking Part of Mankind” to consider the annual expenses for snuff incurred by “Three Millions of People now computed to be upon this Continent.” Traile presented a vision of each consumer acting separately yet contributing to a collective action in defense of the rights and liberties of the colonies. He encouraged concerned colonists to practice politics through their participating in the marketplace, purchasing the right tobacco from his manufactory in New York City.

Slavery Advertisements Published August 21, 1769

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 for slaves – for sale, wanted to purchase, runaways, captured fugitives – 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 colonists 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. Colonists who did not own slaves were still confronted with slavery as well as invited to maintain the system by purchasing slaves or assisting in the capture of runaways. 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 slaveholders rather than the slaves themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

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

Aug 21 - Boston Post-Boy Slavery 1
Boston Post-Boy (August 21, 1769).

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Aug 21 - Boston-Gazette Slavery 1
Boston-Gazette (August 21, 1769).

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Aug 21 - Boston-Gazette Slavery 2
Boston-Gazette (August 21, 1769).

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Aug 21 - Massachusetts Gazette Green and Russell Slavery 1
Massachusetts Gazette [Green and Russell] (August 21, 1769).
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Aug 21 - New-York Gazette and Weekly Mercury Slavery 1
New-York Gazette and Weekly Mercury (August 21, 1769).

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Aug 21 - New-York Gazette and Weekly Mercury Slavery 2
New-York Gazette and Weekly Mercury (August 21, 1769).

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Aug 21 - New-York Gazette and Weekly Mercury Slavery 3
New-York Gazette and Weekly Mercury (August 21, 1769).

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Aug 21 - New-York Gazette and Weekly Mercury Slavery 4
New-York Gazette and Weekly Mercury (August 21, 1769).

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Aug 21 - New-York Gazette or Weekly Post-Boy Slavery 1
New-York Gazette or Weekly Post-Boy (August 21, 1769).

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Aug 21 - New-York Gazette or Weekly Post-Boy Slavery 2
New-York Gazette or Weekly Post-Boy (August 21, 1769).

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Aug 21 - Newport Mercury Slavery 1
Newport Mercury (August 21, 1769).

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Aug 21 - Newport Mercury Slavery 2
Newport Mercury (August 21, 1769).

August 20

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

Aug 20 - 8:17:1769 New-York Chronicle
New-York Chronicle (August 17, 1769).

“A very curious Address to the Patriotic Ladies of New-York.”

John Keating’s advertisements for the “NEW-YORK PAPER MANUFACTORY” became a familiar sight in the New-York Chronicle and other newspapers printed in the city in the late 1760s. Keating marketed the goods produced at the manufactory – “Sheathing, packing, and several Sorts of printing Paper” – but he also solicited the supplies necessary for making paper. He regularly called on colonists to turn in clean linen rags “(for which ready Money will be given)” that would then be made into paper.

Keating’s advertisements had a political valence, sometimes explicitly, but always implicitly. Through the Townshend Acts, Parliament imposed duties on imported paper and other goods, prompting merchants and shopkeepers in several colonies to devise nonimportation agreements as a means of exerting economic pressure to achieve political ends. In addition to boycotts, advocates for American liberty encouraged domestic manufactures and the consumption of goods produced in the colonies as an alternative to imported wares. Keating’s “PAPER MANUFACTORY” resonated with political purpose even when he did not directly connect the enterprise to the ongoing dispute between Parliament and the colonies.

This iteration of Keating’s advertisement included a brief note that framed the paper manufactory in political terms: “A very curious Address to the Patriotic Ladies of New-York, upon the utility of preserving old Linen Rages, will make its Appearance in the next Chronicle.” No such article appeared in the next several issues, but a note from the editors indicated that “Several Entertaining Pieces from our Ingenious Correspondents” did not run “for want of room.” The “curious Address” likely rehearsed similar appeals to those that Keating and other colonists previously advanced in the public prints. Manufacturing paper in the colonies was a patriotic act. Participating in the production of paper gave colonists, including women, an opportunity to give voice to their own political sentiments. Although women neither voted nor served as elected officials in eighteenth-century America, they participated in politics through other means. Men often endorsed such acts and encouraged women to think about the political ramifications of their actions, as Keating did in this advertisement. Even without publishing the entire “curious Address,” Keating made it clear that women played a critical role in the political contest over taxes on paper.

August 19

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

Aug 19 - 8:19:1769 Providence Gazette
Providence Gazette (August 19, 1769).

“He constantly keeps a Stock of ready-made Shoes.”

Half a dozen new advertisements appeared in the August 19, 1769, edition of the Providence Gazette, including a notice from Benjamin Coates. The shoemaker took to the public prints “to inform the Public, that he carried on his Business in all its Branches, just above the Great Bridge, and will engage to suit Gentlemen and Ladies with Shoes made in the best Manner and the most elegant and genteel taste.” Coates incorporated two of the most common marketing appeals of the eighteenth century into his brief notice. He promised quality, which also reflected his own skill as an artisan, and he invoked fashion, especially the notion that purchasing his wares provided a path to gentility.

Coates also drew attention to yet another appeal through a separate nota bene, a commonly used device that advised readers to “take note.” The shoemaker stated that in addition to producing custom-made shoes “to suit Gentlemen and Ladies” that he also “constantly keeps a Stock of ready-made Shoes” on hand at his shop. Coates marketed convenience to prospective customers who did not have the time, funds, or inclination to be fitted for a pair of shoes constructed specifically for them. This was a separate branch of his business that perhaps deserved to be listed separately in his advertisement solely for that reason. Yet in creating the nota bene Coates gave his “Stock of ready-made Shoes” even greater significance. Merchants and shopkeepers sometimes listed shoes among the many goods they carried, but they usually did not single them out for particular notice. Their marketing strategies often emphasized price and consumer choice, inviting prospective customers to consider an array of inventory. Coates’s narrower focus allowed him to contrast, though implicitly, the benefits of custom-made shoes with the benefits of ready-made shoes. He presented prospective customers with both options, prompting them to imagine which better suited their means and needs. He provided all the services colonists expected from shoemakers, “carr[ying] on his Business in all its Branches,” yet also offered convenience to those who wished to streamline their visit to his shop.

August 18

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

Aug 18 - 8:18:1769 New-Hampshire Gazette
New-Hampshire Gazette (August 18, 1769).

“I will properly Repair, and Rectify, and Refit a WATCH, better by half, in half the Time, and for half his Price.”

The rivalry between watchmakers John Simnet (who regularly referred to himself merely as “SIMNET”) and Nathaniel Sheaff Griffith continued in August 1769. Their advertisements conveniently appeared next to each at the top of the second and third columns on the third page of the August 18, 1769, edition of the New-Hampshire Gazette. Perhaps a canny compositor sought to create a dramatic scene and increase their entertainment value via their placement on the page.

Griffith placed the more subdued advertisement. In the past, he had directly targeted Simnet, though he had never mentioned the newcomer to the colony by name. Griffith had previously impugned Simnet’s skills by calling him an itinerant and implying that his mobility facilitated theft of the watches he accepted from clients. His advertisement on August 18, however, deployed formulaic language that any watchmaker anywhere in the colonies would have used in the 1760s. Griffith advised prospective customers that he “WILL speedily and properly, repair and rectify any CLOCKS or WATCHES out of Order, in the best and cheapest Manner.” Furthermore, he pledged that “Any CLOCK or WATCH sent to said GRIFFTH, will be speedily re-fitted and expeditiously returned.” In the course of only a few lines, he made appeals to his skill, the quality of his work, price, and convenience. He did not make any overt jabs at Simnet. Perhaps Griffith decided that doing so was unseemly or had not served his purposes or enhanced his reputation in the wake of past attempts.

Simnet, on the other hand, launched another barrage of insults against Griffith in the process of promoting his own work. In particular, he mocked the appeals that Griffith made in his advertisement. “Now here’s a promising Youth,” Simnett taunted, “tells us, he is best, and cheap, & speedy.” In early advertisements Simnet underscored his quarter century of experience in London and Dublin; he leveraged the longevity of his career to suggest that Griffith was an inexperience youth. Calling him “promising” was backhanded, at best. Simnet warned that prospective clients should not even waste their time with Griffith, suggesting that he was one of those “pretenders” who “get well paid, for what they don’t or can’t do.” In contrast, Simnet trumpeted, “I will properly Repair, and Rectify, and Refit a WATCH, better by half, in half the Time, and for half his Price.” He possessed the skills and experience to do so, having served as “Finisher to all the best original Workmen in the old Country.” Griffith had toned down his advertisements, but Simnet still felt enmity toward his rival, voicing it clearly and creatively in yet another advertisement.

Griffith and Simnet made choices about the content of their advertisements, frequently inserting new and updated notices in the New-Hampshire Gazette over the period of several months in 1769. Most advertisers did not directly engage their competitors, but these two watchmakers experimented with pursuing a feud in the public prints as a strategy for garnering attention. That is not to suggest that they coordinated their efforts to create a spectacle; that seems to have happened organically as each made decisions about the copy for their next advertisement. Simnet, newly arrived in New Hampshire, apparently believed that the squabble served him well, but Griffith tired of making his competitor so prominent in his own advertisements. Still, he felt the pressure from Simnet. Griffith rarely advertised before the English watchmaker appeared on the scene, but regularly promoted his services once Simnet launched his barrage of advertising.

Slavery Advertisements Published August 18, 1769

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 for slaves – for sale, wanted to purchase, runaways, captured fugitives – 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 colonists 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. Colonists who did not own slaves were still confronted with slavery as well as invited to maintain the system by purchasing slaves or assisting in the capture of runaways. 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 slaveholders rather than the slaves themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

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

Aug 18 - Connecticut Journal Slavery 1
Connecticut Journal (August 18, 1769).

August 17

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

Aug 17 - 8:17:1769 Massachusetts Gazette Draper
Massachusetts Gazette [Draper] (August 17, 1769).
“A Negro Woman that can do Household Work, to let out by the Year.”

In the era of the American Revolution, enslavement of Africans and African Americans was not confined to the southern colonies. As newspaper advertisements and other sources from the period demonstrate, enslaved men, women, and children lived and labored throughout the colonies that eventually became the United States, from New England to Georgia. Consider this advertisement seeking “a Negro Woman that can do Household Work” that ran in the August 17, 1769, edition of Richard Draper’s Massachusetts Gazette. It testifies to the presence of enslaved people in Boston and its environs. It also reveals that the market for enslaved labor was more complex than buying and selling. The advertiser sought a domestic servant “let out by the Year.” In other words, the family did not wish to purchase and permanently acquire an enslaved woman; instead, they wished to rent her services for a year, a practice known as hiring out. Not only were enslaved people deemed commodities by colonists, their labor was also a commodity to be traded in the marketplace.

The conscribed freedom of “a Negro Woman [who] can do Household Work ” stood in stark contrast to the other contents of the newspaper, at least to anyone who cared to take notice. The front page carried news about the ongoing nonimportation agreement, an act of economic resistance to Parliament imposing taxes on paper, glass, lead, tea, and paint in the Townshend Acts. Henry Bass’s advertisement for “American Grindstones … esteemed vastly superior to those from Great-Britain” ran once again. A news article noted that the Sons of Liberty had celebrated their anniversary, gathering first at the “Liberty-Tree” to drink fourteen toasts and then adjourning to “Mr. Robinson’s at the Sign of Liberty-Tree in Dorchester.” By 1769, the Liberty Tree had become a familiar symbol in Boston. The bulk of the news concerned participation in the nonimportation agreement that “some Persons who had heretofore refused to join in the Agreement for Non-Importation appeared and signed the same.” Another indicated that the “Committee of Inspection” would soon make a report about those violated the agreement. Yet another outlined the political stakes of the boycott, noting that those who selfishly did not abide by it exhibited “a total Disregard to the Liberty and Welfare of their County.”

The concept of liberty appeared repeatedly in Draper’s Massachusetts Gazette in August 1769, in juxtaposition with an advertisement seeking “a Negro Woman that can do Household Work.” Colonists encountered symbols of liberty as they traversed the streets of Boston, just as they encountered enslaved men, women, and children denied their own liberty. Yet so few acknowledged the contradiction in 1769. Enslaved people, however, were all too aware of it. Any “Negro Woman [who] can do Household Work” likely had her own ideas about the meaning of liberty, informed by her own experiences, her treatment in the marketplace, and the discourse swirling around her in the era of the imperial crisis that led to the American Revolution.