What was advertised in a colonial American newspaper 250 years ago today?
“To be sold … By ADAM BABCOCK.”
When 1768 came to an end and 1769 began, Adam Babcock launched an advertising campaign in the Connecticut Journal and New-Haven Post-Boy. For seven weeks his list-style advertisement informed prospective customers that he carried a variety of goods, from “black taffaty & black satten” to “callamancos of all colours” to “shoe & knee buckles.” Without interruption, his notice ran in every issue of the Connecticut Journal from January 6 through February 17.
Compared to similar advertisements in other newspapers published in other places, especially the largest urban ports, Babcock’s advertisement does not seem particularly extensive. It listed several dozens items, but others listed scores or even hundreds of goods that colonial merchants and shopkeepers included among their inventories. The number of items, however, may not be the best measure of the impact of Babcock’s advertisement. Instead, its appearance on the page merits consideration. The Connecticut Journal was a smaller newspaper than its counterparts in Boston, Charleston, New York, and Philadelphia. It carried less news and less advertising. Babcock’s advertisement would have been considered moderate in length had it been placed in a newspaper in one of those cities, but it occupied an exceptional proportion of the page in the Connecticut Journal.
Indeed, Babcock’s advertisement would have difficult for readers to overlook. It extended half a column on a page comprised of only two columns. In other words, Babcock purchased one-quarter of a page for his advertisement. Considering that the Connecticut Journal, like most other newspapers printed in the 1760s, consisted of only four pages, Babcock’s advertisement accounted for a substantial portion of the content presented to readers over the course of seven weeks (and generated significant revenue for the printers). Counting the number of items listed in his advertisement tells only a partial story about making appeals to consumer choice in eighteenth-century advertising. A more complete appreciation of Babcock’s advertisement requires consideration of its presence on the printed page alongside news items and other content. For readers of the Connecticut Journal it was more extensive than any other paid notice they encountered in that publication in January and February 1769.