What was advertised in a colonial American newspaper 250 years ago today?
“Sentiments of Gratitude to the Subscribers for the PROVIDENCE GAZETTE.”
The colophon of the Providence Gazette read “Printed by SARAH GODDARD, and JOHN CARTER, at the PRINTING-OFFICE, the Sign of Shakespear’s Head” for the last time on November 5, 1768. For over two years Sarah Goddard had been the publisher of the Providence Gazette, ever since it recommenced in August 1766 following the repeal of the Stamp Act. It had not been the Stamp Act, however, that caused the newspaper’s suspension. Instead, insufficient subscribers prompted William, Sarah’s son and the original publisher of the Providence Gazette, to suspend the newspaper in May 1765. He hoped that local readers would so miss the publication that enough would subscribe in order to revive it in six months. Then the Stamp Act made doing so prohibitively expensive. Once that legislation had been repealed and sufficient subscribers had pledged to support the newspaper, the Providence Gazette returned, but now published by Sarah rather than William. For approximately a year the colophon listed “SARAH GODDARD, and Company” as the printers, before Carter’s name replaced “and Company.”
On the occasion of her retirement, Goddard inserted a farewell address after the news and before the paid notices in her final issue as publisher. It served as an announcement, a note of appreciation, and a promotion of the continued publication of the Providence Gazette under the direction of Carter. She planned to relocate to Philadelphia, where William published the Pennsylvania Chronicle, though she would have been content “to have passed the Remainder of her Days in a Town where she has so many Friends and Acquaintance, for whom she entertains the highest Regard, and from whom she has received many Favours and Civilities.” Only the “more endearing Ties of Nature which exist between a Parent and an only Son” motivated her to leave Providence.
As she prepared for her departure, Goddard recognized both the subscribers and Carter for everything they had done, each in their own way, to make the Providence Gazette into a successful venture. For the subscribers and “all who have kindly favoured the [Printing] Office with their business” (including advertisers), she “acknowledges herself peculiarly obligated.” She then endorsed Carter, encouraging readers to continue their patronage of the newspaper now that he took the helm alone. She proclaimed that it was due to his “Diligence and Care” that “the GAZETTE has arrived to its present Degree of Reputation.” Combining her affection for the readers and her support for her successor, Goddard “takes the Liberty to request a Continuance of the public Favour in his behalf, which will be considered as an additional Mark of their Esteem conferred on her.”
Goddard’s notice served multiple purposes in the final issue of the Providence Gazette that bore her name as printer and publisher. It was simultaneously a news item, an editorial, and an advertisement. In fulfilling each of those functions, it promoted print culture to the residents of Providence and beyond.