May 4

What was advertised in a colonial American newspaper 250 years ago today?

Providence Gazette (May 4, 1771).

“They have just arrived from London, in the Ship Providence, Captain Gilbert, a large Assortment of GOODS.”

The arrival of ships in port meant not only new goods in stores and shops but also new advertisements in colonial newspapers.  Such was the case in Providence in the spring of 1771.  The Providence delivered goods to merchants and shopkeepers.  In turn, they placed advertisements in the Providence Gazette.  Joseph Russell and William Russell published a notice to “INFORM their Customers, that they have just arrived from London, in the Ship Providence, Captain Gilbert, a large Assortment of GOODS, suitable for the Season, which are now opened and ready for Sale.”  John Brown placed a similar advertisement for a “compleat Assortment of European and India GOODS.”  He also reported that he imported his wares “from LONDON … In the Ship Providence, Phineas Gilbert, Master.”  Brown and the Russells placed their advertisements very shortly after the arrival of the Providence, hoping to convince customers that new merchandise meant more desirable merchandise.  The Providence had been in port for only three days, according to news accounts elsewhere in the May 4 edition of the Providence Gazette.

In addition to “European and India GOODS,” Captain Gilbert also delivered news, some of it concerning events in England and elsewhere in Europe and some of it concerning other vessels that made transatlantic voyages.  For instance, Gilbert reported that the Providence “met the Snow Tristram, Capt. Shard, of this Port, in the River as he came down” shortly after departing London on February 6.  Families with seamen working aboard the Tristram and merchants with business interests connected to the vessel must have been relieved to learn that it arrived safely in the Thames and continued toward London.  Furthermore, “Capt. Shand was to leave London the 10th of March, and may daily be expected” in Providence.  Gilbert also reported on three other ships the Providence encountered during its transatlantic journey, noting “all well on board each Vessel.”  More extensive news items also arrived via the Providence.  The printer, John Carter, reserved the front page for news from London “By the Ship Thomas, Capt. Davis, arrived at Boston” previously printed in newspapers in that city, but Gilbert and the Providence almost certainly carried other news “From a late London Paper” that Carter inserted in the Providence Gazette.

The arrival of the Providence in Providence on May 1, 1771, generated various kinds of content for the next edition of the Providence Gazette.  Among the advertisements, merchants hawked consumer goods delivered on the ship.  The printer selected items from London newspapers carried by the captain to reprint for local readers.  The news also included updates about the progress of several vessels crossing the Atlantic, providing welcome updates for both families and merchants.

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