What was advertised in a colonial American newspaper 250 years ago this week?
“A Number of ADVERTISEMENTS … will be inserted in a CONTINUATION.”
The South-Carolina Gazette was a delivery mechanism for advertising, often devoting more space to paid notices than to news. The printer, Peter Timothy, must have generated significant revenues, assuming advertisers paid their bills. Like other colonial newspapers, a standard issue of the South-Carolina Gazette consisted of four pages created by printing two pages on each side of a broadsheet and then folding it in half. Some printers reserved advertising for the final pages, but other distributed advertisements throughout an issue, including on the front page.
Consider the contents of the June 6, 1771, edition. News from London comprised most of the first and third columns, but several advertisements filled the entire column between them. In addition, a single advertisement appeared at the bottom of the first and third columns, each with a header proclaiming “New Advertisements.” Local news and a poem filled most of the second page, but an advertisement appeared at the bottom of the last column. It also bore a header for “New Advertisements,” leading into the facing page. Advertisements accounted for the first two columns and a portion of the third on that page, though it concluded with “Timothy’s Marine List,” the shipping news from the customs house. Paid notices filled the entire final page. In total, advertising comprised seven of the twelve columns in the standard issue.
In addition, Timothy distributed a half sheet supplement, two more pages that contained nothing except paid notices. Printers who ran out of space for the content they wished to print – or needed to print to satisfy agreements made with advertisers – often resorted to supplements. In this instance, a header for “Advertisements” appeared at the top of the first column on the first page. Timothy also inserted a notice in the standard issue to explain that “A Number of ADVERTISEMENTS, which we could not get into this Day’s Paper, will be inserted in a CONTINUATION, to be published on Monday next.” That meant even more advertising, though the printer’s notice may have been misleading. Timothy may or may not have printed and distributed another supplement on Monday. The supplement dated June 6 may have been that supplement, taken to press earlier than anticipated at the time Timothy composed his notice and printed the standard issue.
Even without a midweek Continuation in addition to a Supplement that accompanied the June 6 edition, advertising constituted the majority of content delivered to subscribers. Paid notices filled thirteen of the eighteen columns in the standard issue and supplement, amounting to more than two-thirds of the space. Revenues generated from that advertising supported the production and distribution of the news, even in the colonial era.