What was advertised in a colonial American newspaper 250 years ago today?
“We have neither Time nor Room for any Extracts.”
Several advertisements ran at the bottom of the final column on the third page of the March 31, 1770, edition of the Providence Gazette, concluding with a notice from the printer: “A New-York Paper, which came to Hand before the Publication of this Day’s Gazette, contains addresses of both Houses of Parliament to the King, and some London Articles to the 13th of January; but we have neither Time nor Room for any Extracts.” This notice reveals quite a bit about the production and dissemination of the news in eighteenth-century America.
First, it alludes to the widespread practice of reprinting articles, letters, and editorials from one newspaper to another. John Carter, the printer of the Providence Gazette, indicated that he planned to publish “Extracts” from the other newspaper, but often printers copied important or interesting items in their entirety. Sometimes they credited their sources; other times they did not. Either way, printers often tended to edit or compile news from other publications instead of producing new content.
Carter’s notice also testifies to the production of newspapers as material objects, not just amalgamations of ideas. Each weekly edition of the Providence Gazette took the form of a four-page issue, the standard for colonial newspapers prior to the American Revolution. Each copy consisted of a single broadsheet with two pages printed on each side and then folded in half to produce a four-page newspaper. This usually meant that the first and last pages were printed first and then the second and third pages later. The position of Carter’s notice as the last item in the last column on the third page suggests that it was the final item added by the compositor before taking the issue to press. Carter asserted that he did not have “Room for any Extracts,” indicating that the front page had been printed and the type already set for the remaining pages. In stating that he also did not have time to insert extracts, the printer explained why he could not make substitutions for some of the material on the second and third pages as well as why he did not produce a supplement to accompany the issue.
Finally, Carter’s notice served as an advertisement for the newspaper itself. The printer previewed the contents for the following week, enticing readers to return to read extracts or possibly even the entire “addresses of both Houses of Parliament to the King” as well as articles drawn from the London press by way of a “New-York Paper.” In general, Carter’s notice evokes images of a busy printing office at the Sign of Shakespeare’s Head in Providence.