What was advertised in a colonial American newspaper 250 years ago today?
“JUST PUBLISHED …. The true and original NEW-ENGLAND Almanack.”
Despite the proclamation in the first line of this advertisement, the “true and original NEW-ENGLAND Almanack” had not been “JUST PUBLISHED” by Sarah Goddard and Company. Even if readers of the Providence Gazette had not seen the original advertisement, published seven weeks earlier, that announced the almanac was slated for publication just a few days later, they would have realized that no printers waited more than three weeks into the new year to print almanacs. Goddard and Company ran this advertisement – yet again – in an attempt to move surplus inventory that was quickly becoming outdated. With every day that passed, this almanac, like the “NEW-YORK Pocket Almanacks” advertised on the previous page, had less value to potential customers.
Printing and selling almanacs could be a lucrative business for members of the book trades in early America, but it could also be a tricky business. Starting as early as September, printers and booksellers advertised almanacs for the coming year, seeking to incite demand among potential customers. They aimed to print or stock just enough to meet that demand, not wishing to turn away customers (especially given that disappointed prospective customers might then patronize competitors who still had almanacs available), but also not producing so many that leftover copies diminished profits.
Goddard and Company apparently overestimated how many almanacs they needed to print for 1767. Perhaps their earlier complaints about dishonorable dealings by competitors in nearby Boston and corresponding appeals to customers’ sense of justice and fairness to convince them to purchase the “true and original” version of Benjamin West’s New-England Almanack had not gone over as successfully as they had anticipated or hoped. As a result, they found themselves in a position of devoting space in the Providence Gazette to advertisements intended to clear out their inventory, even as Joseph and William Russell continued to note, in their advertisement on the same page, that their assortment of imported goods was “too large” to print the sort of enumerated list that had been part of their marketing strategy over the past several months. Having too many almanacs on hand as the end of January approached may have prompted Goddard and Company to forego potential advertising revenue that they would have obtained from selling more space to the Russells.