What was advertised in a colonial American newspaper 250 years ago this week?
“THOSE Advertisements which are omitted will have a very good Place in our next.”
Richard Draper inserted a short notice at the bottom of the middle column on the third page of the April 28, 1768, edition of the Massachusetts Gazette. In it, the printer informed the public that “THOSE Advertisements which are omitted will have a very good Place in our next.” Like the abbreviated colophon (“Printed by R. DRAPER”) that appeared at the same place on the final page, it looked like the printer barely had enough space to squeeze this announcement into an issue that quite literally overflowed with news, editorials, and, especially, advertising. Unlike other printers in Boston and elsewhere in the colonies, Draper did not issue a supplement. Perhaps he did not have sufficient time or resources to do so. Perhaps he did not have sufficient content to fill an additional two pages, even though he had not been able to run all of the advertisements he had received.
Proportionally, Draper did publish a significant quantity of advertisements compared to other content in the April 28 edition. More than thirty advertisements of various lengths accounted for nearly two-thirds of the space, filling seven of the twelve columns and extending well into an eighth. Although the Massachusetts Gazette was alternately known as the Boston News-Letter, it also functioned as a delivery mechanism for advertising of all sorts in addition to news. In this particular issue, for instance, merchants and shopkeepers promoted vast assortments of consumer goods and services. Vendue masters highlighted which goods would be presented for bids at upcoming auctions. Local officials inserted legal notices. Executors called on debtors and creditors to settle accounts. Two schoolmistresses declared their intentions to open a boarding school for young ladies. Timothy Force warned others not to allow his wife to contract any debts in his name because she “has eloped and keeps away, and refuses to live with me.” All the way from Antigua, Edward Gamble announced an estate sale that included a plantation and 151 enslaved men, women, and children.
Although more than half of the paid notices in that issue featured consumer goods and services, “subscribers” placed advertisements with various purposes and goals in mind. Each expected some sort of results or return on their investment. In his own notice concerning “Advertisements which are omitted,” Draper primarily addressed advertisers rather than readers, though his announcement may have also incited anticipation about what else might appear in the pages of the next issue among some readers. The printer offered a consolation to advertisers, promising “a very good Place in our next.” That promise suggested that the printer put more consideration into the order of advertisements than their haphazard arrangement on the page otherwise indicated. That he could not include all of them in the issue also testified to the popularity of his publication, implying that prospective advertisers should follow the lead established by their peers and place their notices in the Massachusetts Gazette. After all, demand for space in that newspaper was so high, presumably because advertisers believed the publication placed their advertisements before as many eyes as possible, that Draper could not include all of them. Though he did not state it so bluntly, the printer transformed his inability to disseminate all the advertisements submitted for the April 28 edition into a rationale for others to advertise in his newspaper when choosing among the several published in Boston at the time.