June 3

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

Jun 3 - 6:2:1766 New-York Mercury
New-York Mercury (June 2, 1766).

For all intents and purposes, John Coghill Knapp’s advertisement for his legal service concluded with a version of “to be continued,” prompting readers to seek out his advertisement in the next issue of the New-York Mercury. Perhaps this helped to draw greater attention to the services he offered.

The wording, however, suggests that Knapp may not have devised this innovation on his own. Indeed, it may have been an accidental innovation rather than a purposeful strategy for inciting interest in the remainder of Knapp’s advertisement. The notice at the end of the advertisement states that it will be continued “in our next” issue rather than “in the next” issue. The distinction between “our” and “the” puts the statement in the printer’s voice, regardless of who composed the rest of the advertisement. This notice appeared at the bottom of a column. It seems likely that the printer ran out of space to insert Knapp’s entire advertisement but instead included as much as possible (probably adjusting the fees charged to Knapp accordingly).

What may have been the inconvenience of an incomplete advertisement could have worked to Knapp’s advantage in the end. The note that “further Remarks that may be beneficial to the Publick” would appear “in our next” issue incited anticipation and curiosity about what else Knapp would say about the legal services he provided. It certainly worked on this modern reader; I’ll feature the continuation of Knapp’s advertisement next week. (Did it work on you? Are you curious to see the updated advertisement a week from now?!)

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As an aside, be sure to note that this lawyer’s office was located “on Rotten-Row.” Modern readers may make of that what they wish!

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