What was advertised in a colonial American newspaper 250 years ago today?
“Just imported … by Joseph and William Russell.”
Joseph Russell and William Russell, two of Providence’s most prominent merchants, made shrewd use of the public prints to keep their names … and their merchandise … before the eyes of prospective customers. Some merchants and shopkeepers advertised only when they received new shipments of goods, running their notices for three or four weeks. The Russells, on the other hand, continuously updated their marketing efforts, inserting new advertisements in the Providence Gazette when they discontinued others.
For four weeks in the summer of 1771, they ran an advertisement for “A VERY large and neat Assortment of English Goods, Ironmongery, Brasiery, Cutlery, Haberdashery, [and] Stationary” that they “Imported from London, in the Ship Providence, and in the Snow Tristram.” Two weeks after that notice ran for the final time, they inserted a new advertisement, a much lengthier one that listed a variety of textiles, housewares, and other goods in two columns. The Russells stated that these items were “Just imported from London, in the last ships.” Savvy readers probably assumed that the Russells did not advertise merchandise that actually just arrived (or else they would have specified which vessels delivered their inventory) but instead goods received many weeks earlier via the Providence and Tristram.
That purveyors of goods sometimes hedged a bit in their advertisements was not any more of a surprise in the eighteenth century than today. The Russells did not advance any outright misrepresentations as they attempted to garner new attention for their inventory by publishing an advertisement that differed so significantly from the shorter one that previously appeared in the Providence Gazette. Had they continued inserting the earlier advertisement, they risked readers skipping over content that looked too familiar. The new notice, lengthier with a different format, allowed them to highlight particular items even as they promoted all of their merchandise more generally. The Russells invested in repetition, enhancing the visibility and reputation of their business by keeping it in the public prints.