April 28

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

Apr 28 - 4:28:1766 Boston Post-Boy
Boston Post-Boy (April 28, 1766).

“TAKEN out of the Shop … two Beaver Hatts supposed to be Stolen.”

Advertisements did not always serve a single purpose in the eighteenth century, as we saw last week in a notice that seemed to squeeze two separate advertisements – one for a sloop and the other for an enslaved woman – together into a single square. Neither seemed to be the primary purpose for the advertisement; instead, an auctioneer placed relatively equal emphasis on both sales.

Lazarus LeBaron, however, did have a purpose when he placed his notice. He proclaimed that a thief had stolen “two Beaver Hatts” from his shop and warned readers against “any suspicious Person” selling similar hats. LeBaron was agitated and he wanted justice, offering a reward to “any Person that can give Information so that the Person who took them may be convicted.” His indignation was apparent.

His demeanor in the notice made the nota bene that much more jarring: “Hatts of all Sorts made and Sold at the above Shop.” As long as he was paying for an advertisement in hopes of recovering his stolen goods, LeBaron likely figured that he might as well attempt to attract some business in the bargain. Even if the pilfered hats never turned up, perhaps the nota bene might have yielded new business to offset the loss and the price of the notice. Still, promoting his shop seemed to be an afterthought relative to his crusade to track down “any suspicious Person” who had absconded with his “Beaver Hatts.”

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