What was advertised in a colonial American newspaper 250 years ago today?
“The GAZETTE is daily receiving an additional Number of Subscribers.”
John Carter became the sole proprietor of the Providence Gazette upon the retirement of his partner, Sarah Goddard, in November 1768. He immediately inserted an editorial note to that effect as the first item of the first page in the November 12 edition. His notice “To the PUBLIC,” however, functioned as more than a mere announcement. It also marketed the newspaper to readers, encouraging current subscribers to continue patronizing the publication and all readers to support the various enterprises undertaken at the printing office. Carter stated that he had purchased the “compleat and elegant Assortment of Types, and other Printing Materials.” He stood ready to pursue the printing trade “in all its various Branches,” including publishing the Providence Gazette. Carter promised “that no Consideration whatever shall induce him, in the Course of his Publications, to depart from the Principles of Rectitude and Honour.” He touted himself as an “impartial Printer” who provided a valuable public service to the entire colony.
Carter apparently considered his notice as much an advertisement as an editorial. Had it been an editorial he would have inserted it once and then discontinued it in favor of other content. He did, after all, promote the Providence Gazette as “a regular weekly Communication of the freshest and most interesting Intelligence.” Yet Carter published “Intelligence” that included news items, editorial content, and advertisements, including his own. His notice ran in five consecutive issues, not unlike paid advertisements contracted by other colonists. For regular readers of the Providence Gazette, it would have become as familiar as advertisements placed by Samuel Chace or Joseph Bucklin and Company. In subsequent issues it moved from the front page to the third or fourth page. No longer did it appear alongside news items exclusively. In most instances both news and advertising were featured on the same page as Carter’s notice, but at the end of its run it did appear on a page otherwise devoted entirely to advertising. The placement within each issue testifies to the various purposes Carter intended for his address “To the PUBLIC.”