What was advertised in a colonial American newspaper 250 years ago this week?
“MEIN and FLEEMING’s Register for 1768.”
Daniel Fowle and Robert Fowle, the printers of the New-Hampshire Gazette, inserted a short advertisement for an almanac, “MEIN and FLEEMING’s Register for 1768,” in the final issue published in 1767. More than any other aspect, the typography of this notice distinguished it from news items and advertisements that appeared on the same page and throughout the rest of the newspaper. It appeared as a single line that ran across all three columns at the bottom of the second page. Another short advertisement, that one calling on the owner to retrieve a boat recently found adrift, mirrored the position of the Fowles’ advertisement on the facing page, running across all three columns at the bottom of the third page. Had they been set into columns, each advertisement would have consisted of three lines.
Why did the Fowles choose to deviate from the usual format in this issue of their newspaper? They may have wished to draw particular attention to the almanacs for 1768 as the first day of the new year approached. In that case, they might have inserted the notice concerning the boat on the opposite page in order to provide balance. Alternately, they may have received the notice about the boat too late to integrate it into columns that had already been set, but found a creative way to include it in the issue. In that case, the advertisement for the almanac provided balance (though they exercised their privilege as printers to place it first in the issue) and supplemented their lengthier advertisement for “AMES’s Almanack” and “Bickerstaff’s curious Almanack” on the final page.
Measuring the length of the columns on each page would aid in determining the viability of either of these options as explanations for what occurred. That, however, requires access to the original copies rather than digital surrogates. Digitized editions standardize the size of every page to the dimensions of the screen on which they appear. Although metadata, including measurements, could be included in the process of producing digital editions, that would significantly increase the time and cost, ultimately further limiting access to a format intended to broaden access for historians, other scholars, and the general public. Even as librarians and archivists and the communities they serve celebrate new opportunities presented by evolving technologies, they also acknowledge that digital surrogates supplement rather than replace original sources.