June 26

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

Jun 26 - 6:26:1767 New-London Gazette
New-London Gazette (June 26, 1767).

The Subscribers are desired speedily to send for their Books.”

It took some time for Timothy Green to publish Joseph Fish’s book of nine sermons inspired by Matthew 26:18, but much of the responsibility for the delay belonged to the author. Fish continued to write, revise, and add material to the manuscript “After the Proposals for Printing these Sermons by Subscription, were sent abroad.” Six months before announcing that the book had been “JUST PUBLISH’D,” Green issued an advertisement requesting that those who accepted subscriptions forward their lists to him so he could determine how many copies to print.

In the interim, the book expanded. That, in turn, raised the cost of production and, ultimately, the retail price, even for subscribers. Earlier subscription notices marketed the book for 1 shilling and 10 pence, but the additional material made it necessary to increase the price by 4 pence to a total of 2 shillings and 2 pence if “stitch’d in blue Paper.” Reader who desired a volume “bound in Leather” rather than the basic wrapper could pay an additional shilling. Green catered to different tastes and price points.

He also realized that it was problematic to raise the price of Fish’s Sermons by nearly 20% after customers subscribed at a lower cost. To counter objections, he argued that “even with that Addition they will be uncommonly Cheap, as the Book contains upwards of 200 Pages.” (The reverend Fish might have been dismayed that the printer made an appeal to quantity over the quality of the contents.) In addition, Green reported that many others who had not previously subscribed were so keen on acquiring the book that they stood ready to purchase it at the higher price. The printer gave subscribers an opportunity to opt out by requesting that they send for their books soon. Any not claimed, he warned, would be sold to others who eagerly stood ready to purchase any surplus copies. Rather than apologize for raising the price and breaking the conditions set forth in the subscription notices, Green instead lectured subscribers. Even considering the higher price, they could hardly argue with the value, he admonished. After all, other prospective customers certainly acknowledged that this was a good deal. The original subscribers needed to obtain their copies as quickly possible or else risk losing out as others swooped in and claimed their books.

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