October 15

What was advertised in a colonial American newspaper 250 years ago today?

Oct 15 - 10:15:1768 Providence Gazette
Providence Gazette (October 15, 1768).

“Leather and Breeches may also be had at said Nash’s Store, the Sign of the Buck and Glove.”

When Joseph Nash advertised a “large Parcel of Deers Leather” and “Buckskin Breeches” in the Providence Gazette in the fall of 1768, he informed readers that they could purchase these items at two locations in Providence. Prospective customers could deal directly with Nash “At the North End of the Town of Providence.” Alternately, they could also visit “Nash’s Store, the Sign of the Buck and Glove, just below the Mill-Bridge, in Providence.” Nash reported that Levi Hall and N. Metcalf, “Leather-Dressers,” had set up shop at that location. It appears that Hall and Metcalf may have been tenants rather than employees of Nash, but their relationship extended to assisting each other with their business endeavors. Nash’s advertisement concluded with a note that Hall and Metcalf wished to procure sheepskins, “for which they will give Cash or Leather.”

Whatever their relationship, Nash was the focal point of the advertisement, in terms of both the typography and the appeals made to prospective customers. “Joseph Nash” served as the headline for the advertisement, appearing on a line of its own and in much larger font than the rest of the copy in the advertisement. In that regard “Joseph Nash” matched the treatment given to the names of other advertisers in their notices, including “Joseph Olney,” “John White,” and “Charles Stevens.” The compositor also applied this design to advertisements placed by partners, giving each partner his own line: “JOSEPH / AND / Wm. RUSSELL” and “THURBER / AND / CAHOON.” With the exception of the masthead, the only other text of similar size in that issue came from the headline of an advertisement in which the printers promoted the “New-England / TOWN and COUNTRY / Almanack.” Both “New-England” and “Almanack” appeared in the same significantly larger font as “Joseph Nash.” Even though “LEVI HALL, and N. METCALF” appeared in capitals in the middle of the advertisement, “Joseph Nash” was the name readers would notice at a glance. It dominated the advertisement and the rest of the page on which it appeared.

Nash’s appeals to customers also overshadowed any independent work undertaken by Hall and Metcalf. Before he even mentioned that they occupied his store at the Sign of the Buck and Glove, Nash addressed the quality and range of choices among his “large Parcel of Deers Leather,” stating that the pieces were “dressed in the neatest Manner, and well so sorted, from the thickest Buckskin to the finest Doe; so that any Gentleman may have his Choice.” Furthermore, his “ready made Buckskin Breeches” were also “done in the neatest Manner, by a Workman from London.” Unlike Hall and Metcalf, Nash certainly supervised the work done by an employee at his location at the north end of Providence. The remainder of the advertisement mentioned that prospective customers could purchase the same items from Hall and Metcalf, but did not promote the quality, prices, or choices of their inventory, which also included “Sheep and Lambskins … and Sheeps Wool.”

Nash’s advertisement certainly promoted his own products. It also granted increased visibility to Hall and Metcalf even though the focus remained primarily on their collaboration with Nash. That likely served Nash’s purposes, especially if he wished to retain as much of his share of the local market as possible while also making Hall and Metcalf’s business a viable enough enterprise that they could continue as tenants or otherwise operating his second location at the Sign of the Buck and Glove.

October 14

What was advertised in a colonial American newspaper 250 years ago today?

Oct 14 - 10:14:1768 New-Hampshire Gazette
New-Hampshire Gazette (October 14, 1768).

“A suit of Broad Cloth, full trim’d.”

By the time he “opened a Taylors Shop” in Portsmouth late in the summer of 1768, Richard Lowden was already familiar to many colonists in New Hampshire. More than a year earlier he had advertised that “the Co-Partnership between him and Robert Patterson … was Dissolved,” but Lowden “still continues to carry on the Taylors Business.” At the time, he had his own shop “near the Town-School in Queen-street.” He apparently changed locations in 1768, through he remained on Queen Street, his shop “almost adjoining to that of Messi’rs Williams and Stanwood, Barbers.” Although in a news shop, he continued to pledge that his clients “may depend on being faithfully and punctually served.”

The format of Lowden’s advertisement made it stand out from others published in the same issue of the New-Hampshire Gazette, particularly a table that listed the prices for several of the garments he made. Prospective customers could expect to pay one pound for “A suit of Broad Cloth, full trim’d,” but only eighteen shillings for “A plain suit of Cloaths” and nine shillings for “A Coat only.” These prices set the baseline for children’s apparel. Lowden charged “in the same proportion” for those items.

Relatively few advertisers who offered consumer goods and services published prices in the 1760s, though general appeals to low prices were among he most common marketing strategies throughout the eighteenth century. Sometimes merchants, shopkeepers, and artisans highlighted special prices for particular items, but rarely did they specify how much they charged for everything listed in their advertisements. Taking this approach may have given Lowden an advantage over other tailors in Portsmouth. Publishing his prices served as a guarantee of sorts, a maximum price that prospective clients could expect to pay. This also presented opportunities for Lowden to bestow bargains on some customers, both those who loyally visited his shop and others who negotiated for better deals. Lowden could underscore to both constituencies that they received a deal, though he could also hold the line with the latter by stating that the published price were the final prices.

Advertisers throughout the colonies realized that making appeals to price made their goods and services more attractive to consumers. Lowden further experimented with that concept, inserting the prices for his garments in order to engage potential clients. He transformed vague assertions about price into specific amounts that he charged for the garments made in his shop.

Slavery Advertisements Published October 14, 1768

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements for slaves – for sale, wanted to purchase, runaways, captured fugitives – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonists encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonists who did not own slaves were still confronted with slavery as well as invited to maintain the system by purchasing slaves or assisting in the capture of runaways. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by slaveholders rather than the slaves themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

During the week of October 14-20, 2018, the Slavery Adverts 250 Project is guest curated by Marny Fappiano (2019), a History major at Assumption College in Worcester, Massachusetts.

These advertisements appeared in colonial American newspapers 250 years ago today.

Oct 14 - New-London Gazette Slavery 1
New-London Gazette (October 14, 1768).

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Oct 14 - South-Carolina and American General Gazette Slavery 1
South-Carolina and American General Gazette (October 14, 1768).

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Oct 14 - South-Carolina and American General Gazette Slavery 2
South-Carolina and American General Gazette (October 14, 1768).

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Oct 14 - South-Carolina and American General Gazette Slavery 3
South-Carolina and American General Gazette (October 14, 1768).

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Oct 14 - South-Carolina and American General Gazette Slavery 4
South-Carolina and American General Gazette (October 14, 1768).

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Oct 14 - South-Carolina and American General Gazette Slavery 5
South-Carolina and American General Gazette (October 14, 1768).

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Oct 14 - South-Carolina and American General Gazette Slavery 6
South-Carolina and American General Gazette (October 14, 1768).

 

October 13

What was advertised in a colonial American newspaper 250 years ago today?

Oct 13 - 10:13:1768 Massachusetts Gazette Draper
Massachusetts Gazette [Draper] (October 13, 1768).
“All Persons shall be as well served by Letter as if present.”

In the late 1760s Joshua Blanchard operated a “Wine-Cellar near the Market” in Boston. He sold “Choice Sterling Madeira … and all other Sorts of Wine” in a variety of quantities, “by the Pipe, Quarter-Cask, or in Bottles by the Groce or Dozen” or any other measure “as may suit the Buyer.” In addition, he also sold “West India and New-England Rum.” Transporting, repackaging, and selling wine and spirits required special skills and attention compared to textiles, housewares, hardware, and many other imported goods frequently promoted in newspaper advertisements. To that end, Blanchard informed prospective customers of the care exhibited in distributing his wine in the marketplace.

Blanchard envisioned several sorts of customers. He addressed “Gentlemen of the Town, Masters of Vessels, and all Persons going abroad,” promising them that he offered the “best Kinds” of wine. He also assured prospective customers about the packaging, noting that they “may depend on having their Wine put up in the best Manner.” There was no need to worry about spilling or spoiling that resulted from the work undertaken at Blanchard’s wine cellar to transfer wine from its original casks to new bottles or barrels of various sizes. Blanchard’s emphasis on quality extended beyond the product itself; it included his efforts in distributing the wine.

In addition to serving customers in the busy port, Blanchard invited “Gentlemen in the Country, Inn-keepers, and all other Persons” to send orders to his wine cellar. Transactions did not need to take place face to face. Instead, customers “shall be as well served by Letter as if present.” In other words, Blanchard provided a form of mail order service. That made his attention to quality an even more important marketing appeal. He first needed to assure prospective customers that his wine and rum would survive transport without incident before presenting the option of delivering it in response to orders placed in letters. Blanchard underscored “Care & Fidelity” in the second half of his advertisement, in relation to his work as a broker, but that phrase also applied to treatment of the products that passed through his wine cellar as well.

Slavery Advertisements Published October 13, 1768

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements for slaves – for sale, wanted to purchase, runaways, captured fugitives – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonists encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonists who did not own slaves were still confronted with slavery as well as invited to maintain the system by purchasing slaves or assisting in the capture of runaways. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by slaveholders rather than the slaves themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

During the week of October 7-13, 2018, the Slavery Adverts 250 Project is guest curated by Thomas “Tommy” Daley (2019), a History major at Assumption College in Worcester, Massachusetts.

These advertisements appeared in colonial American newspapers 250 years ago today.

Oct 13 - Massachusetts Gazette Draper Slavery 1
Massachusetts Gazette [Draper] (October 13, 1768).
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Oct 13 - Massachusetts Gazette Draper Slavery 2
Massachusetts Gazette [Draper] (October 13, 1768).
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Oct 13 - Massachusetts Gazette Draper Slavery 3
Massachusetts Gazette [Draper] (October 13, 1768).
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Oct 13 - New-York Journal Slavery 1
New-York Journal (October 13, 1768).

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Oct 13 - New-York Journal Slavery 2
New-York Journal (October 13, 1768).

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Oct 13 - Pennsylvania Gazette Postscript Slavery 1
Postscript to the Pennsylvania Gazette (October 13, 1768).

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Oct 13 - Pennsylvania Gazette Postscript Slavery 2
Postscript to the Pennsylvania Gazette (October 13, 1768).

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Oct 13 - Pennsylvania Gazette Slavery 1
Pennsylvania Gazette (October 13, 1768).

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Oct 13 - Pennsylvania Gazette Supplement Slavery 1
Supplement to the Pennsylvania Gazette (October 13, 1768).

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Oct 13 - Pennsylvania Gazette Supplement Slavery 2
Supplement to the Pennsylvania Gazette (October 13, 1768).

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Oct 13 - Pennsylvania Gazette Supplement Slavery 3
Supplement to the Pennsylvania Gazette (October 13, 1768).

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Oct 13 - Virginia Gazette Purdie and Dixon Slavery 1
Virginia Gazette [Purdie & Dixon](October 13, 1768).
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Oct 13 - Virginia Gazette Purdie and Dixon Slavery 2
Virginia Gazette [Purdie & Dixon](October 13, 1768).
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Oct 13 - Virginia Gazette Purdie and Dixon Slavery 3
Virginia Gazette [Purdie & Dixon](October 13, 1768).
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Oct 13 - Virginia Gazette Purdie and Dixon Slavery 4
Virginia Gazette [Purdie & Dixon](October 13, 1768).
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Oct 13 - Virginia Gazette Purdie and Dixon Slavery 5
Virginia Gazette [Purdie & Dixon](October 13, 1768).
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Oct 13 - Virginia Gazette Purdie and Dixon Slavery 6
Virginia Gazette [Purdie & Dixon] (October 13, 1768).
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Oct 13 - Virginia Gazette Purdie and Dixon Slavery 7
Virginia Gazette [Purdie & Dixon] (October 13, 1768).
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Oct 13 - Virginia Gazette Purdie and Dixon Slavery 8
Virginia Gazette [Purdie & Dixon] (October 13, 1768).
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Oct 13 - Virginia Gazette Rind Slavery 1
Virginia Gazette [Rind] (October 13, 1768).
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Oct 13 - Virginia Gazette Rind Slavery 2
Virginia Gazette [Rind] (October 13, 1768).
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Oct 13 - Virginia Gazette Rind Slavery 3
Virginia Gazette [Rind] (October 13, 1768).
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Oct 13 - Virginia Gazette Rind Slavery 4
Virginia Gazette [Rind] (October 13, 1768).
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Oct 13 - Virginia Gazette Rind Slavery 5
Virginia Gazette [Rind (October 13, 1768).
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Oct 13 - Virginia Gazette Rind Slavery 6
Virginia Gazette [Rind] (October 13, 1768).
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Oct 13 - Virginia Gazette Rind Slavery 7
Virginia Gazette [Rind] (October 13, 1768).
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Oct 13 - Virginia Gazette Rind Slavery 8
Virginia Gazette [Rind] (October 13, 1768).
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Oct 13 - Virginia Gazette Rind Slavery 9
Virginia Gazette [Rind] (October 13, 1768).
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Oct 13 - Virginia Gazette Rind Slavery 10
Virginia Gazette [Rind] (October 13, 1768).
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Oct 13 - Virginia Gazette Rind Slavery 11
Virginia Gazette [Rind] (October 13, 1768).
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Oct 13 - Virginia Gazette Rind Slavery 12
Virginia Gazette [Rind] (October 13, 1768).
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Oct 13 - Virginia Gazette Rind Slavery 13
Virginia Gazette [Rind] (October 13, 1768).
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Oct 13 - Virginia Gazette Rind Slavery 14
Virginia Gazette [Rind] (October 13, 1768).

October 12

What was advertised in a colonial American newspaper 250 years ago today?

Oct 12 - 10:12:1768 Georgia Gazette
Georgia Gazette (October 12, 1768).

“INGLIS and HALL, Have just imported, In the INDUSTRY, FURSE, from BRISTOL.”

When Inglis and Hall placed an advertisement in the October 12, 1768, edition of the Georgia Gazette they adopted formulaic language that often appeared in other advertisements. The partners informed prospective customers that they “have just imported” a variety of goods from London and Bristol. Like many other colonial merchants and shopkeepers, Inglis and Hall reported which ship had transported their goods across the Atlantic: “the GEORGIA PACKET, ANDERSON, from LONDON” and “the INDUSTRY, FURSE, from BRISTOL.” This allowed readers to determine for themselves that Inglis and Hall did indeed stock new merchandise. Many may have been aware of which vessels recently arrived in port, but all could read the shipping news that appeared elsewhere in the newspaper.

Inglis and Hall’s advertisement appeared on the second page of the October 12 issue, opposite the list of ships ‘ENTERED INWARDS at the CUSTOM-HOUSE,” those “ENTERED OUTWARDS,” and others that had “CLEARED” the port. The shipping news indicated that the “Ship Georgia Packet, George Anderson” from London “ENTERED INWARDS” on October 10. The Industry was not listed, but it was still in port, having ‘ENTERED INWARDS” on September 30 according to the October 5 edition.

Given the time required to set the type and print both sides of the newspaper on a hand-operated press, Inglis and Hall must have submitted the copy for their advertisement to James Johnston at the printing office in Savannah immediately upon the arrival of Captain Anderson and the Georgia Packet. The shipping news bolstered their claim that they “have just imported” a variety of goods. In other instances, merchants and shopkeepers ran advertisements for weeks or months, never updating them. The appeal to having “just imported” merchandise became outdated, even if the list of goods available for sale remained accurate. Readers could assess that particular appeal: sometimes an inventory described as “just imported” had been lingering on the shelves for quite some time. Consumers interested in the newest goods, including the current fashions from London, had to be aware that advertisers deployed the phrase “just imported” with little attention to the passage of time over the run of their advertisements. Usually accurate when an advertisement first appeared, that description did not disappear until advertisers discontinued their advertisements.

Slavery Advertisements Published October 12, 1768

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements for slaves – for sale, wanted to purchase, runaways, captured fugitives – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonists encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonists who did not own slaves were still confronted with slavery as well as invited to maintain the system by purchasing slaves or assisting in the capture of runaways. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by slaveholders rather than the slaves themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

During the week of October 7-13, 2018, the Slavery Adverts 250 Project is guest curated by Thomas “Tommy” Daley (2019), a History major at Assumption College in Worcester, Massachusetts.

These advertisements appeared in colonial American newspapers 250 years ago today.

Oct 12 - Georgia Gazette Slavery 1
Georgia Gazette (October 12, 1768).

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Oct 12 - Georgia Gazette Slavery 2
Georgia Gazette (October 12, 1768).

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Oct 12 - Georgia Gazette Slavery 3
Georgia Gazette (October 12, 1768).

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Oct 12 - Georgia Gazette Slavery 4
Georgia Gazette (October 12, 1768).

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Oct 12 - Georgia Gazette Slavery 5
Georgia Gazette (October 12, 1768).

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Oct 12 - Georgia Gazette Slavery 6
Georgia Gazette (October 12, 1768).

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Oct 12 - Georgia Gazette Slavery 7
Georgia Gazette (October 12, 1768).