What was advertised in a colonial America newspaper 250 years ago today?
“ALEXANDER KIRKWOOD, Watch and Clock Maker from London, HAS taken shop.”
A print of An Exact Prospect of CHARLESTOWN, the Metropolis of the Province of SOUTH CAROLINA, “Engrav’d for the London Magazine” in the early 1760s, depicted a bustling colonial port city. It provided a view of the waterfront, including the wharves where vessels took on cargoes of rice, indigo, and other local products after unloading commodities imported from Europe and the West Indies, slaves arriving directly from Africa or transshipped through other ports in the New World, and migrants from Europe looking for new opportunities.
Alexander Kirkwood, a “Watch and Clock Maker from London,” made the journey across the Atlantic at some point, though his advertisement in the South-Carolina and American General Gazette did not indicate how recently he had arrived in the colony. Whenever he made the voyage, he likely chose to settle in Charleston because it was indeed “the Metropolis” of South Carolina (though readers of the London Magazine may have chuckled a bit over that characterization when they viewed the print), the largest settlement in Britain’s North American colonies south of Philadelphia. The “Watch and Clock Maker from London” needed a sufficient customer base to succeed, making a prosperous settlement the size of Charleston an attractive place to set up shop.
Most likely Kirkwood was a relatively new arrival when he placed this advertisement, given that he stated that he “has taken shop” rather than “removed” from one shop to another. Like shopkeeper David Conkie in Boston, who placed his own advertisement earlier the same week, Kirkwood needed to make prospective customers aware of his business. To that end, he placed notices in both the South-Carolina and American General Gazette and the South Carolina Gazette, published by his neighbor, “Mr. Timothy’s printing-office, in Broad-street.” Residents may not have been familiar with Kirkwood’s shop just yet, but they certainly knew where to find the businesses on either side of him, Timothy’s printing office and the “general post-office.” Not only did his advertisements serve to garner attention, Kirkwood’s location certainly yielded a fair amount of visibility for his shop.