What was advertised in a colonial American newspaper 250 years ago today?
“I … am of Opinion that they may be serviceable in many Disorders, if properly used.”
These items from the August 17, 1767, edition of the Boston Evening-Post blurred the lines between advertising and news content. The proprietor of “JACKSON’s Mineral Well in Boston” had previously advertised the spa in other newspapers. The “RULES” for the establishment, including the hours and rates, appeared in an advertisement on the final page of the issue that carried these announcements, easily identified as an advertisement among more than a score of other advertisements. These announcements, on the other hand, occupied a more liminal space on the third page, at the transition between the news content and advertising in the issue.
The notices had the appearance of news. They followed immediately after an extract from a “Letter from a Gentleman in London” and news from Portsmouth, New Hampshire, but they preceded James McMaster’s advertisement for “A general Assortment of Scotch and English Goods” and the advertising that accounted for the remainder of the issue. In particular, the item by James Lloyd resembled a letter submitted to the newspaper rather than an advertisement. Lloyd sought to rectify an incorrect report that he described “Mr. Jackson’s mineral Spring” as being “of a noxious Quality.” Furthermore, he so wholly approved of the waters that he “recommended the Use of them” to his patients afflicted with various disorders. Was this news or an endorsement? The other item contained information that might have been considered general interest but did not explicitly address potential patrons.
Were these pieces local news items the editor selected as a service to readers? Or were they puff pieces and product placements that the proprietor of the “Mineral Well” had arranged to have printed in such close proximity to the news as to make them appear as though they came from a source that did not stand to generate revenue from inciting clients to visit the spa? If they were indeed advertisements, they could have been combined with verifiable advertisement printed on the following page.