What was advertised in a colonial American newspaper 250 years ago today?
“WHEREAS by an Advertisement in the Philadelphia Papers …”
Did colonists read all of those advertisements that appeared in the pages of early American newspapers? Occasionally some of the advertisements help to answer that question. Consider an advertisement that ran in the November 27, 1769, edition of the New-York Gazette or Weekly Post-Boy and, later that week, in the November 30 edition of the New-York Journal. The notice acknowledged “an Advertisement in the Philadelphia Papers, of November 2, 1769” that described a runaway named Galloway and offered a reward for apprehending him. According to the notice in the New York newspapers, “a Person answering the Description of the above-named Galloway” had been jailed in the city. The notice instructed Galloway’s master to contact one of the aldermen, “who has the Goods that Galloway had stole, in his Possession.” Someone had indeed read the advertisements, at least those concerning runaway apprentices and indentured servants and their counterparts about enslaved people who escaped from those who held them in bondage. Such advertisements usually included a fair amount of detail, in this case enough to identify Galloway and the stolen goods. In addition to disseminating that information, this advertisement served as a testimonial to the effectiveness of inserting such notices in the public prints.
It also demonstrated that newspapers circulated far beyond the cities and towns where they were printed. This notice concerning a runaway described “in the Philadelphia Papers” appeared in two newspapers in New York, describing a suspected runaway jailed in New York. Newspapers from Pennsylvania found their way to New York … and residents of New York had a reasonable expectation that their newspapers circulated in Pennsylvania. Someone considered it effective to respond to an advertisement that originated “in the Philadelphia Papers” by placing a notice in the New-York Gazette or Weekly Post-Boy and the New-York Journal. Thanks to exchange networks devised by printers and abundant reprinting from one newspaper to another, the news items and editorials in colonial newspapers created a public discourse that extended from New England to Georgia. Yet conversations in those newspapers were not confined to news and editorials selected by printers. Advertisers sometimes engaged in their own conversations that moved back and forth from one newspaper to another, further contributing to the creation of imagined communities among readers in faraway places.