What was advertised in a colonial American newspaper 250 years ago today?
“Advertisements, not exceeding 10 or 12 Lines … will be inserted 3 Weeks for 3s9.”
Colonial printers regularly called on their customers to settle accounts. Solomon Southwick, printer of the Newport Mercury, did so in the March 6, 1771, edition, enclosing his notice in a decorative border to draw attention. He advised that “ALL Persons indebted to the Printer hereof, either for this Paper, Advertisements, or otherwise, are earnestly requested to make immediate Payment.” Unlike some of his counterparts who published newspapers in other towns, he did not threaten legal action against those who ignored his notice.
Southwick did take the opportunity to invite others to become subscribers or place advertisements. Some printers listed their subscription rates, advertising fees, or both in the colophon on the final page, but otherwise most rarely mentioned how much they charged. Southwick’s notice listed the prices for both subscriptions and advertisements. He specified that “Any Person may be supplied with this Paper at 6s9 Lawful Money per Year.” That six shillings and nine pence did not include postage. Southwick expected subscribers to pay “One Half on subscribing, and the other at the End of the Year.” Extending credit for a portion of the subscription was standard practice among printers.
Southwick charged advertisers by the amount of space their notices occupied, not the number of words. “Advertisement, not exceeding 10 or 12 Lines,” he declared, “will be inserted 3 Weeks for 3s9, and be continued, if required, at 1s per week.” Once again adhering to standard practices in the printing trade, Southwick charged proportionally more for longer advertisements, contingent on their length. If inserting an advertisement for an additional week cost one shilling, then the initial cost of running an advertisement for three weeks amounted to three shillings for the space in the newspaper and nine pence for setting type, bookkeeping, and other labor undertaken in the printing office.
Running an advertisement for only three weeks cost more than half as much as an annual subscription, demonstrating the significance of advertising revenue for early American printers. Perhaps because that revenue helped to make publishing the Newport Mercury a viable enterprise, Southwick stated that advertisements should be “accompanied with the Pay” when delivered to his printing office. He apparently extended credit for advertisements prior to March 1771, but then discouraged that practice in his notice that simultaneously requested that current customers submit payment and outlined the subscription and advertising fees for new customers.