What was advertised in a colonial American newspaper 250 years ago today?
“TOBLER’s ALMANACKS, for 1769.”
Even as February 1769 arrived, James Johnston, the printer of the Georgia Gazette, and Messrs. Clay and Habersham, shopkeepers, continued to advertise “TOBLER’s ALMANACKS” for sale. In so doing, they participated in the final stage of advertising almanacs for the new year, a process that would soon cease for several months until it was time to market new almanacs for 1770.
Although some printers announced their plans to publish almanacs as early as July or August, most usually waited until September to place their initial notifications about the titles they intended to print. The earliest advertisements frequently noted that almanacs would soon be going to press, within weeks or a month. Advertisements that ran in November and December, on the other hand, most often reported that almanacs had been printed and were available to purchase from printers, booksellers, and shopkeepers. Those advertisements continued into January, but tapered off as the weeks passed. Relatively few advertisements for almanacs appeared in newspapers in February and March, though some printers did continue their attempts to rid themselves of surplus copies. As time passed, some of the contents became obsolete. By the time Johnston’s advertisement ran in early February, the astronomic calculations for January were outdated.
That being the case, printers and others who advertised almanacs curiously did not pursue marketing innovations that could have aided in selling remaining copies. Unlike modern calendar merchandisers who slash prices, advertisers who continued to sell almanacs in February and March did not offer discounts. Nor did they promote other contents, such as entertaining essays or useful lists of government officials, in an effort to demonstrate that their almanacs contained plenty of valuable information. Many printers and booksellers deployed such strategies earlier in the year, offering reduced rates to customers who bought in bulk and publishing extensive descriptions of the contents, but they did not choose to replicate those methods in the final stage of advertising leftover copies. For whatever reasons, they unevenly applied the strategies they sometimes used to convince customers to purchase their almanacs.