What was advertised in a colonial American newspaper 250 years ago today?
“This Work will be committed to the Press, when American Paper can be procured.”
An advertisement for “A REPLY to Dr. Chandler’s ‘Appeal defended’ … By CHARLES CHAUNCY, D.D. Pastor of the First Church in Boston” appeared in the November 6, 1769 edition of the Boston-Gazette. Rather than inviting readers to purchase copies already in stock or encouraging subscribers to reserve their copies in advance, this advertisement stated that the book was “Ready for the PRESS.” Those involved in publishing it had temporarily halted production, noting that “This Work will be committed to the Press, when American Paper can be procured, which it is hoped will be very soon.”
The book did eventually go to press, “Printed by Daniel Kneeland, opposite the probate-office, in Queen-Street, for Thomas Leverett, in Corn-Hill” in 1770. It took Kneeland and Leverett several months to acquire the “American Paper” they desired for this publication. Why insist on paper made in the colonies? The Townshend Acts were in effect, imposing duties on several imported items, including glass, tea, lead, paint, … and paper. Printers and other colonists avoided incurring the additional expense, but they also took a principled stand against the despised legislation. In Boston and other towns throughout Massachusetts, colonists adopted nonimportation agreements, refusing to import a vast array of goods as a means of economic protest to achieve political goals. Many simultaneously vowed to encourage “domestic manufactures” by producing goods in the colonies and consuming them as preferred alternatives to imported wares. It became impossible to overlook the politics of commerce and consumption in the late 1760s and early 1770s.
Advertisements contributed to the public discourse about the benefits of nonimportation and the virtues of domestic manufactures. The frequency of advertisements that advanced “Buy American” appeals increased, especially in Boston’s newspapers, as the boycotts of goods imported from Britain continued. This advertisement for a book “Ready for the PRESS” but not yet printed was part of that movement. It attempted to incite interest in both the contents of the book and its production, placing a premium on “American Paper.” That production temporarily halted due to patriotic considerations increased the visibility of a product that was not yet available in the colonial marketplace.