What was advertised in a colonial American newspaper 250 years ago today?
“May be supplied with the NEW HAMPSHIRE GAZETTE &c. &c. for NINE SHILLINGS Lawful Money per Annum, Carriage included.”
Today’s advertisement provides a relatively rare glimpse of the subscription rates for an eighteenth-century newspaper. While a few printers inserted both subscription and advertising rates in the colophon on the final page, transforming the publication information into a final advertisement that appeared in each issue, most did not. Printers rarely mentioned the subscription rates in the pages of their newspapers, even as they frequently published notices calling on subscribers and advertisers to settle accounts.
An advertisement in the March 25, 1768, edition of the New-Hampshire Gazette included the subscription and delivery costs for residents of “the Towns of Kittery, Berwick, Somersworth, Rochester, Dover, Durhan, Newmarkett, and … Stratham.” In it, Daniel Fowle and Robert Fowle, printers of the newspaper, informed readers that “a Carrier or Post Rider” would begin delivering newspapers in those towns the following week. Those who wished to subscribe would be charged “NINE SHILLINGS Lawful Money per Annum, Carriage included.” They were expected to pay “at Entrance” rather than later become the subjects of subsequent notices calling on subscribers to pay their overdue accounts. While this notice indicated the total fees charged to subscribers serviced by the carrier who covered this route, it still obscured the base rate for subscriptions. The Fowles listed a fee with “Carriage included.” Was it the same rate as residents of Portsmouth paid for their annual subscriptions? Or had it been topped off to cover delivery expenses? Either way, the notice revealed the price of a subscription for residents of towns in Portsmouth’s hinterland, information that did not frequently appear in the pages of the New-Hampshire Gazette.
This notice also testified to the current and continuing dissemination of the newspaper beyond Portsmouth. Dated March 25, a Friday, and appearing in an issue of the same date, it advised that “FRIDAY next” the carrier would begin making deliveries along the proposed route. The Fowles invited “Those who incline to encourage so useful and advantagious a Person as a Carrier” to submit their names for a list “at the Printing Office in Portsmouth.” The printers expected that readers in those towns already had sufficient access to the New-Hampshire Gazette that they would see this notice and respond in less than a week. Even before the Fowles employed “a Carrier or Post Rider” for this particular route the news and advertising contained in the pages of their newspaper had wide distribution beyond Portsmouth. Establishing this new route only extended their efficiency and reach in disseminating information in the era of the American Revolution.