What was advertised in a colonial American newspaper 250 years ago this week?
“Prevent the Money’s going out of the Province to the Detriment of every Individual.”
Advertisements for almanacs usually began appearing, sporadically, in colonial newspapers in September, allowing readers plenty of time to acquire their own copy before the new year commenced. As January approached, the variety of titles and the number of advertisements increased. By the end of November, just about every newspaper throughout the colonies included at least one advertisement for almanacs each week. Many printers testified to the accuracy of the calculations in the almanacs they published and sold. Some promoted them by listing an extensive table of contents, informing prospective customers of the entertaining anecdotes and valuable reference material.
Daniel Fowle and Robert Fowle, printers of the New-Hampshire Gazette, took a rather unique approach when they marketed “AMES’s Almanack For the Year 1768.” They did acknowledge that “particular Care will be taken to have it correct,” but most of their advertisement focused on the advantages of purchasing their imprint rather than the same title printed in Boston. They first asserted that they provided an important public service that merited reciprocation from readers (not all of whom would have been subscribers) of the New-Hampshire Gazette. The Fowles took on “very great Expence” in publishing the colony’s only newspaper and informing “their Customers [of] every Occurrence Foreign and Domestick, that they thought worthy of public Notice.” They suggested that this should predispose readers to purchase their almanacs rather than any printed by their competitors.
If that were not enough to convince readers, the Fowles made another practical argument, one founded on the collective economic welfare of the colony’s inhabitants. When readers purchased almanacs from printers in Boston, they did so “to the Detriment of every Individual at this scarce Season for Cash.” The Fowles cautioned against “the Money’s going out of the Province” that way, warning that readers could prevent that situation. The printers balanced their civic service in publishing the newspaper with the civic duty of readers to also act on behalf of their community’s shared interests. The Fowles assumed that readers planned to purchase almanacs; they developed marketing aimed to funnel existing demand to their product.