What was advertised in a colonial American newspaper 250 years ago this week?
“Advertisements, &c. of a moderate size, shall be done at two hours notice.”
Having previously advertised in the Pennsylvania Chronicle, the Pennsylvania Gazette, and the Pennsylvania Journal in November 1770 when he first acquired “ALL the large and valuable assortment of Printing-Types, together with all the other necessary utensils for carrying on the printing business” from the estate of Andrew Steuart, William Evitt placed a new advertisement in the Pennsylvania Gazette in February 1770. That advertisement reiterated much of the previous one, but more extensively described the various services Evitt provided at “the Bible-in-Heart, in Strawberry-Alley,” the new location for his printing office.
The “various branches” of the printing trade practiced by Evitt included producing advertising materials, especially handbills and broadsides. He assured prospective customers that they “may depend upon having their work done with great care and dispatch” before noting that “Great care will be taken of blanks and hand-bills in particular.” Evitt also gave details about the extent of the assistance he provided in the production of advertisements. While advertisers were welcome to submit copy of their own, “Transient and other persons, who are not acquainted with drawing up advertisements in a proper manner … may have them done gratis.” Evitt meant that he guided advertisers through the process of writing copy as a free service.
Evitt also revealed how quickly he could produce advertisements in his printing office. He proclaimed, “Advertisements, &c. of a moderate size, shall be done at two hours notice, and larger ones in proportion.” Presumably this promise applied to those customers who submitted copy ready to go to press and excluded any time spent on consultation about the copy. The process required operating a manual press after first setting type, hence the variation in the amount of time needed to prepare an order. Evitt could produce handbills and broadsides with a “moderate” amount of copy in just two hours, but needed slightly more time to set type for advertisements with extensive copy.
Newspaper printers and job printers rarely discussed the mechanics of advertising in their newspapers or in the notices they placed to promote the “various branches” of the printing trade, although they did frequently call on colonists to employ them to print advertisements. Evitt provided more detail than most, encouraging a culture of advertising in early America while also helping readers understand how the process worked.