What was advertised in a colonial American newspaper 250 years ago today?
“JUST imported by ADAM GILCHRIST.”
Hugh Gaine, the printer of the New-York Gazette and Weekly Mercury, took in so many advertisements that he could not fit all of them in the standard four-page issue for October 3, 1768. In addition to two pages of advertising in the regular issue, Gaine distributed a two-page supplement comprised solely of advertisements. That still did not provide sufficient space for all of the paid notices submitted to the printing shop at the Sign of the Bible and Crown in Hanover Square. Either Gaine or the compositor who set the type for the October 3 edition made space for inserting four additional advertisements on the second and third pages by printing them in the margins.
The first and fourth pages appeared as usual: three columns on each page as well as the masthead and prices current running across the top of the first page. The second and third pages, however, each had a slender fourth column created by rotating the text of short advertisements and setting them perpendicular to the rest of the content. These advertisements appeared in the left margin of the second page and the right margin of the third page, positioned away from the fold that separated the two pages.
This strategy required selecting short advertisements to divide into columns. For instance, the second page featured two short advertisements: nine lines from Adam Gilchrist promoting textiles he had recently imported and five lines announcing an employment opportunity for “A Person qualified to teach three or four Children, in a Gentleman’s Family.” These notices had the same width as other advertisements and news content throughout the rest of the New-York Gazette and Weekly Mercury yet they were broken into several columns to fit them in the margins. If necessary, the several columns of each could be combined into one and printed elsewhere in subsequent issues without having to set the type from scratch.
The unconventional placement of these advertisements may have given them more visibility than if they had appeared in the long columns amidst other paid notices. Their position on the page may have incited curiosity among readers, yielding a benefit for the advertisers even as Gaine and the compositor sought to solve the problem of having too much content for the current issue of the New-York Gazette and Weekly Mercury. Many printers throughout the colonies resorted to this trick on occasion, yet not so frequently that the unusual placement of these advertisements would have passed without notice.