What was advertised in a colonial American newspaper 250 years ago this week?
“THE Subscriber … still carries on the Business of cleaning and repairing CLOCKS and WATCHES.”
Publication of the Providence Gazette lapsed for more than a year from May 11, 1765, to August 9, 1765 (with the exception of two “extraordinary issues” on August 24, 1766, and March 12, 1766). The Stamp Act played a role in temporarily suspending the newspaper, but in the revival issue Sarah Goddard and Company indicated that an “inadequate Number of Subscribers” had delayed its return after the hated legislation had been repealed.
When the Providence Gazette once again commenced publication, it included an advertisement from clock- and watchmaker Edward Spauldin, an advertisement that appeared in all four issues published in August 1766. This advertisement had previously appeared in the most recent extraordinary on March 12, 1766. For the August iterations, a nota bene promoting compasses for mariners had been removed and the date listed below Spauldin’s name had been updated. Otherwise, the advertisement was the same, from the text to some rather curious line breaks. It’s possible that the type may not have been reset at all; it may have been sitting in the form for months.
Edward Spauldin made a decision to advertise in the extraordinary issue published nearly half a year earlier. Upon learning that the Providence Gazette would be revived, did he once again decide to place an advertisement in hopes of attracting customers? Or did the Providence Gazette publish his advertisements in order to fulfill a bargain that had been made months earlier? The reappearance of his advertisement can be interpreted in more than one way. It might indicate an enthusiastic advertiser who saw returns from his marketing efforts earlier in the year and hoped to make similar gains once again. Alternately, since the printer had been attempting to revive the newspaper for some time, it might have merely been the continuation of a set number of insertions that had been delayed.