July 28

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

Jul 28 - 7:28:1766 Boston Post-Boy
Boston Post-Boy (July 28, 1766).

“Daniel Jones INFORMS his Customers and others … that he has Removed … to a Corner Shop.”

Like many shopkeepers and other advertisers, Daniel Jones used his advertisements to communicate with different groups of readers: “his Customers and others,” those who had previously purchased his wares and those that he hoped to entice to visit his shop as new patrons.

In order for customers of all sorts to buy his merchandise, they first needed to know where to find Jones. He opened his advertisement by announcing that he had recently moved “to a Corner Shop” (a location that likely increased the foot traffic moving past his door and window). In an age before standardized street numbers, he listed his location as “the Easterly side of Newbury-Street,” sufficient directions to find the shop. To further aid former customers familiar with his previous location, however, he added that his new shop was “situated about three Rods to the Southward of that he Removed from.”

Such directions may have also been helpful to readers who had not previously made purchases from Jones. Even if they had not visited his shop, many likely knew where it was (or had been). Boston was, after all, a fairly compact city despite being a busy port. Customers who had not been to the Jones’s previous location may have also been intrigued to check out his “Corner Shop (which was lately improved by Capt. John Smith).” Even if the list of goods for sale did not draw them in, curious readers may have wanted to check out what kinds of improvements had been made to the shop itself.

In addition, Jones also addressed readers “both in Town and Country.” For former customers who lived outside Boston yet visited his shop when they came into town, an announcement about the new location and where it was located relative to his previous establishment was imperative. Jones did not want to risk disrupting his relationship with existing customers by having them arrive at a location he no longer maintained and not know how to find him. Especially if another shopkeeper set up business in Jones’ former location, he wanted former customers to know that he still kept shop in the same neighborhood.

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