What was advertised in a colonial American newspaper 250 years ago today?
“A Bill of – PHIPPARD, Clock and Watch-Maker, at POOL, inclosed in the Case.”
An unnamed advertiser alerted readers of the South-Carolina Gazette and Country Journal that his “gilt Metal WATCH” had recently been stolen. The victim of the theft offered a two dollar reward (and “no Questions asked”) to anyone who delivered the watch to the printer. In addition, he offered a more significant reward “on Conviction of the Offender.”
In addition to demonstrating one means that consumer goods circulated in eighteenth-century America, this notice also reveals another form of marketing. To help readers identify the stolen watch, the advertiser noted that a “Bill” for “PHIPPARD, Clock and Watch-Maker, at POOL” was “inclosed in the Case.” Like other artisans, watchmakers sometimes marked their work with printed items. Cabinetmakers affixed paper labels, which often resembled trade cards, to furniture produced in their shops. Bookbinders pasted labels inside the covers of books they bound. Smiths packaged buckles and other adornments in boxes that had labels reminding customers who had crafted the items and where similar items were sold. Watchmakers also inserted watch papers to protect the glass faces of the watches they made.
From the description in the advertisements, it appears that the watchmaker, Phippard, did not necessarily include a watch paper (or, if he had, it had been misplaced or discarded), but instead resorted to some sort of label or small billhead intended to be stored with the commodity and its packaging. As a result, Phippard created an advertisement that his customer encountered regularly, long after the initial purchase had been completed. This operated as an eighteenth-century precursor to more intentional efforts to brand merchandise. Clock- and watchmakers made other efforts to permanently mark – or brand – their work, often engraving their names directly onto the items they created. Another advertisement in the same issue of the South-Carolina Gazette and Country Journal indicated that readers could identify a lost watch by looking for the “Makers Name J. FINCIM” on the watch itself.
Eighteenth-century artisans marked their work out of pride, but they also did so as a means of establishing and maintaining their reputation for quality work and promoting further sales.