What was advertised in a colonial American newspaper 250 years ago today?
“WEST’s ALMANACKS … To be sold by the Printer hereof.”
In late January 1770, John Carter, publisher of both the Providence Gazette and Benjamin West’s New-England Almanack, continued to advertise the almanac in the newspaper, though he shifted his strategy. He commenced the new year by running the lengthy advertisement that previously ran in the Providence Gazette for many weeks once again in the January 6 edition, but then he did not advertise the almanac the following week. An advertisement appeared once again in the January 20 edition, though much abbreviated. Rather than enticing prospective customers with an extensive description of the almanac’s useful and entertaining contents, the new advertisement simply announced, “WEST’s ALMANACKS, For the present Year … To be sold by the Printer hereof.”
Perhaps Carter weighed the space occupied in the Providence Gazette by continuing to insert the longer advertisement against how many surplus copies of the almanac remained in stock. As time passed, it became less likely that readers would purchase an almanac for 1770, but they did desire “the freshest ADVICES, Foreign and Domestic,” as the masthead described the news. Carter may have determined that he better served his subscribers and, in turn, his own business interests by designating space in subsequent issues for news items and editorials rather than an advertisement for an almanac with decreasing prospects of being purchased. He continued to promote the almanac in hopes of reducing his inventory, but he did so less intensively.
In the same short advertisement, Carter also noted that he sold West’s “ACCOUNT of the TRANSIT of VENUS,” another publication previously the subject of more extensive advertisements that ran in the Providence Gazette for multiple weeks. He also kept that title before the eyes of readers who might decide to purchase it, but devoted much less space to it.
The same short advertisement ran the following week, in the final issue of the newspaper for the month of January, but in the lower right corner of the final page, the very last item in that issue. Its placement may have been intended to leave an impression on readers who perused the Providence Gazette from start to finish, but it also suggests that Carter inserted the advertisement only after allocating space for news items and advertisements placed and paid for by other colonists. In compiling the contents of those issues of the Providence Gazette, he balanced his responsibilities as editor and publisher of the newspaper and his interests as printer and bookseller, choosing the shorter advertisements for the goods he sold.