What was advertised in a colonial American newspaper 250 years ago today?
“(Advertisements omitted will be in our next.)”
The February 23, 1770, edition of the New-London Gazette concluded with two brief notices from the printer: “(Advertisements omitted will be in our next.)” and “The Eastern Post not returned.” Both of these concerned the production of the newspaper, especially the contents that appeared and those delayed.
In compiling the news and editorials that appeared in their newspapers, eighteenth-century printers liberally appropriated material from other newspapers that they received through networks of exchange with their counterparts in other cities and towns. Quite simply, they literally reprinted items from one newspaper to another, often, but not always, with an attribution to either the original source or the source in which they encountered it. The February 23 edition of the New-London Gazette, for instance, included a lengthy essay by “Junius” drawn “From the LONDON Evening-Post, Dec. 19.” That issue also contained a letter “To the FREEHOLDERS, FREEMEN, and INHABITANTS of the Colony of New-York; and to all the Friends of LIBERTY in North-America” from Alexander McDougall who was confined in “the New Gaol [Jail] in New-York.” The printer did not indicate how he came into possession of the letter, whether he reprinted it from another newspaper. That edition of the New-London Gazette did not feature news from Boston, one of the centers of patriot activism, that the printer might have chosen if the “Eastern Post” had returned with newspapers and letters. As in any other colonial newspaper, the news items presented to readers were contingent on which sources the printer recently received.
In contrast, printers sometimes made decisions to exclude advertisements, even advertisements with type already set. To accommodate the two lengthy items in the February 23 edition of the New-London Gazette (together they accounted for eleven of the twelve columns), the printer opted to delay publication of some of the advertisements that might otherwise have appeared. The notice about “Advertisements omitted” invited readers to consult the next issue for the information contained in legal notices, advertisements promoting consumer goods and services, and notices about servants and slaves who escaped, but it also served as a communication to the advertisers that their notices had not been overlooked or forgotten. Such notices appeared fairly regularly in eighteenth-century newspapers, suggesting that advertisers generally did not make contracts for their advertisements to appear in specific issues. Most expected that their notices would run for a set number of weeks (as the issue numbers at the end of advertisements in some newspapers indicate), but also anticipated some fluidity in the printer delivering on this service. Although some advertisements were time sensitive, in most instances advertisers appear not to have specified particular dates but instead the number of weeks that their advertisements should run. Printers exercised their own discretion in terms of when newspaper advertisements appeared in print.