What was advertised in a colonial American newspaper 250 years ago today?
“Said Gazette has an extensive Circulation.”
In the eighteenth century, some newspaper printers used the colophon on the final page to promote subscriptions and advertising, but not every printer did so. Samuel Hall, printer of the Essex Gazette, regularly updated his colophon. In March 1771, the colophon informed readers of the subscription price, “Six Shillings and Eight Pence per Annum, (exclusive of Postage),” and the advertising rates, “Three Shillings” for notices “not exceeding eight or ten Lines.” Printers often inserted notices calling on subscribers, advertisers, and others to settle accounts or face legal action, but they rarely advertised their own newspapers to prospective subscribers or potential advertisers.
That made Hall an exception. He began in his own newspaper, printed in Salem, Massachusetts, with a brief notice on March 12, 1771. Hall informed “Gentlemen, in and near Boston, who have signified their Desire of becoming Subscribers” that Thomas Walley accepted subscriptions at his store on Dock Square. Two weeks later, Hall placed an advertisement in the Boston-Gazette, hoping to reach a greater number of readers. He once again listed Walley as his local agent in Boston. He also explained that he printed the Essex Gazette on Tuesdays and instructed subscribers that they could “apply for their Papers” at Walley’s store “every Tuesday or Wednesday.”
Hall did not limit his advertisement to seeking subscribers this time around. He devoted eight of the thirteen lines to soliciting advertising for the Essex Gazette. Addressing “Those Gentlemen who may have Occasion to advertise,” Hall proclaimed that his newspaper had “an extensive Circulation, particularly in every Town in the County of Essex.” Furthermore, he declared that the Essex Gazette was “universally read in the large Sea Port Towns of Salem, Marblehead, Glocester and Newbury-Port” as well as “many other considerable Towns in that County.” That was not the extent of the newspaper’s dissemination, according to the printer. He noted that it also “circulated in most of the Towns on the Eastern Road as far as Casco-Bay” (today part of Maine).
In his efforts to increase the number of advertisers (and enhance an important revenue stream) for the Essex Gazette, Hall focused on the circulation of his newspaper. After all, prospective advertisers knew that placing notices in any newspaper was a good investment only if a significant number of readers actually saw their advertisements. Hall carefully delineated the reach of the Essex Gazette to reassure “Gentlemen who may have Occasion to advertise” that his newspaper had established a significant readership in the region.