What was advertised in a colonial American newspaper 250 years ago today?
“AMES’s Almanack will be publish’d in a few Days.”
Daniel Fowle and Robert Fowle, printers of the New-Hampshire Gazette, frequently inserted advertisements for books, pamphlets, stationery, and other items they sold. In the December 2, 1768, edition, they ran a short notice to encourage readers to purchase almanacs: “JUST PUBLISHED, And to be Sold at the Printing-Office, in Portsmouth; Bickerstaff’s & West’s Almanacks for the Year 1769.” Like other printers and booksellers, they offered several titles, realizing that customers developed loyalties for their favorites.
In addition to listing the two almanacs they already stocked, the Fowles concluded with a nota bene about another that would soon be available: “N.B. AMES’s Almanack will be publish’d in a few Days.” They did not provide any additional information about this almanac. Readers who also perused any of the newspapers from Boston that week may have known about an altercation among printers who sold Ames’s almanac. William McAlpine published legitimate copies, but Richard Draper, Edes and Gill, and T. and J. Fleet collaborated to print, market, and sell a pirated edition. Their marketing efforts included inserting notices in the newspapers they published – the Boston Weekly News-Letter, the Boston-Gazette, and the Boston Evening-Post, respectively – that had the appearance of news items warning consumers against purchasing a “counterfeit Ames’s ALMANACK” that contained “above twenty Errors in the Sittings of the Courts” and bore William McAlpine’s name in the imprint.
What about the almanac advertised and sold by the Fowles? According to the American Antiquarian Society’s catalog, the Fowles sold copies that bore these imprints: “Printed for, and sold by, D. and R. Fowle, at Portsmouth, New-Hampshire” and “Printed by William M‘Alpine, for D. and R. Fowle, at Portsmouth.” Both were typographically identical with those having an imprint stating “Printed and sold by William M‘Alpine.” The Fowles had not launched their own pirated edition to compete with the printers in Boston, nor had they joined the cabal that printed and distributed the actual counterfeit. Instead, they cooperated with McAlpine to distribute legitimate editions in their own market.