Slavery Advertisements Published August 19, 1771

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements about enslaved people – for sale as individuals or in groups, wanted to purchase or for hire for short periods, runaways who liberated themselves, and those who were subsequently captured and confined in jails and workhouses – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonists encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonists who did not purport to own enslaved people were still confronted with slavery as well as invited to maintain the system by purchasing enslaved men, women, and children or assisting in the capture of so-called “runaways” who sought to free themselves from bondage. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by enslavers rather than enslaved people themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

These advertisements appeared in colonial American newspapers 250 years ago today.

Boston Evening-Post (August 19, 1771).

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Boston Evening-Post (August 19, 1771).

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Boston-Gazette (August 19, 1771).

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Boston-Gazette (August 19, 1771).

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Boston-Gazette (August 19, 1771).

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Newport Mercury (August 19, 1771).

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New-York Gazette and Weekly Mercury (August 19, 1771).

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New-York Gazette and Weekly Mercury (August 19, 1771).

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Supplement to the New-York Gazette and Weekly Mercury (August 19, 1771).

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Pennsylvania Chronicle (August 19, 1771).

August 18

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

Supplement to the Pennsylvania Journal (August 15, 1771).

“The following BOOKS, many of them late publications.”

During the week of August 15, 1771, William Bradford and Thomas Bradford had more content than would fit in the four pages of a standard issue of the Pennsylvania Journal.  To solve that dilemma, they distributed a two-page supplement composed entirely of advertising.  One side consisted primarily of twenty-two paid notices submitted by residents of Philadelphia and nearby towns, though the Bradfords interspersed five advertisements for books published and available at their printing office among them.  The other side, however, promoted books sold by the Bradfords exclusively.  In effect, they published a full-page advertisement, one that resembled a broadside catalog and could have been produced and distributed separately if they wished.

Although the list of books filled an entire page, the advertisement featured only fifty-five titles.  In most instances, the Bradfords provided more than the names of the authors and short titles of the books.  Instead, they offered blurbs that previewed the contents for prospective customers.  For instance, one entry described “Salmon’s New Geographical and Historical Grammar, or the present state of the several kingdoms of the world, containing their situation and extent, cities, chief towns, history, present state, form of government, forces, revenues, taxes, revolutions, and memorable events; together with an account of the air, soil, produce, traffic, arms, curiosities, religion, languages, &c. &c. illustrated with a new set of maps and other copper-plates.”  In crafting the blurbs, the Bradfords drew heavily from the extensive subtitles of the books and the tables of contents, but they also noted any ancillary items that added value, such as the maps and images that accompanied Thomas Salmon’s Geographical and Historical Grammar.  For works divided into multiple volumes, they also listed how many were included in a complete set.

Publishing this book catalog as part of an advertising supplement for their newspaper presented an opportunity for the Bradfords to market “A New Publication,” an imported History of France during the Reigns of Francis II and Charles IXby Walter Anderson, as well as hawk other titles among their inventory.  The fees they collected from other advertisers whose notices appeared on the other side of the supplement reduced or eliminated the expense of publishing and distributing a full-page advertisement.

Supplement to the Pennsylvania Journal (August 15, 1771).

August 17

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

Providence Gazette (August 17, 1771).

ALL Persons indebted for this Gazette one Year, or more, are desired to make immediate Payment.”

Colonial printers often inserted advertisements in their own newspapers, taking advantage of their access to the press to promote various aspects of their businesses.  John Carter, printer of the Providence Gazette, for instance, regularly ran advertisements for “BLANKS of various Kinds” or printed forms for legal and commercial transactions available for sale at his printing office.  He placed other notices concerning the operations of the newspaper, including an advertisement in the August 17, 1771, edition indicating that “ALL Persons indebted for this Gazette one Year, or more, are desired to make immediate Payment.”  Colonial printers regularly advanced credit to subscribers and periodically called on them to settle accounts.

To increase the likelihood that subscribers would take note of this advertisement, Carter placed it immediately after the news.  Some readers likely perused advertisements more quickly than they examined news items, so positioning this notice first among the advertisements made it more likely that those readers would see it as they transitioned between different kinds of content in that issue of the Providence Gazette.  In addition, Carter placed a lively letter from “AFRIEND to the PUBLIC” above his notice about making payments for the newspaper.  The “FRIEND” told a tale of “Fraud and Villainy” involving insurance and the “many Contradictions contained in the Papers” related to the loss of the sloop Betsy.  The “FRIEND” acknowledged that Robert Stewart, the alleged perpetrator, might have been innocent, but still declared that “the whole appears to be a designed Fraud.”

Carter had choices about where to place his notice requesting payment.  He ran another brief notice concerning blanks in the same issue, a notice that he could have inserted after the letter about insurance fraud instead of giving that spot to his advertisement directed to subscribers.  Indeed, he could have placed any of the advertisements in that issue immediately after the news, but he reserved that space for his attempt to collect on overdue subscription fees.  As printer, he exercised his prerogative when it came to the order of advertisements as well as the order of the news.

August 16

Who was the subject of an advertisement in a colonial American newspaper 250 years ago today?

New-London Gazette (August 16, 1771).

“Ran away … a Negro man slave named BOSTON.”

An enslaved man known as Boston was determined to seize his liberty in the summer of 1771.  He escaped from his enslaver, Caleb Humastun of Waterbury, Connecticut, on August 1.  Just over a week later, Boston was captured in Lyme, the town where his former enslaver, Ezra Selden resided.  Perhaps he had ventured there to visit family or friends.  Perhaps he intended to encourage or assist family or friends in freeing themselves as well.  Humastun did not concern himself with such details in the advertisement he placed in the August 16 edition of the New-London Gazette.  Like every other “runaway” advertisement, it relayed events from the perspective of the enslaver rather than the enslaved.  Whatever Boston’s motivation for heading to Lyme, he ended up “hand cuff’d” upon being captured.  That, however, did not prevent him from making his escape, freeing himself a second time.

Humastun cautioned that “Whoever shall take [Boston] up … take care he don’t again escape,” but returning the enslaved man to bondage required more than merely confining him physically “in any of his Majesty’s [jails]” or elsewhere.  Colonists seeking the reward Humastun offered first had to identify and capture (again) the fugitive seeking freedom.  Humastun warned readers against allowing Boston to fool them, noting that he was “pretty talkative, flattering,” and would use those qualities to “tell any story to deceive, so as to prevent being secured.”  In other words, Boston was smart enough to convince others that he was not a runaway, though Humastun, like other enslavers who resorted to placing advertisements in the public prints, turned positive attributes into accusations when it came to describing Boston.  He had not been able to maintain order when it came to keeping Boston laboring in Waterbury, so he instead exercised what power remained to him by shaping the narrative to his own liking when he published an advertisement in the New-London Gazette.  Doing so allowed Humastun to regain some of the authority he lost when Boston liberated himself.  In the end, Humastun’s advertisement revealed more about the enslaver and his insecurities than it did about the formerly enslaved and his reasons for returning to Lyme.

Slavery Advertisements Published August 16, 1771

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements about enslaved people – for sale as individuals or in groups, wanted to purchase or for hire for short periods, runaways who liberated themselves, and those who were subsequently captured and confined in jails and workhouses – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonists encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonists who did not purport to own enslaved people were still confronted with slavery as well as invited to maintain the system by purchasing enslaved men, women, and children or assisting in the capture of so-called “runaways” who sought to free themselves from bondage. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by enslavers rather than enslaved people themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

These advertisements appeared in colonial American newspapers 250 years ago today.

New-Hampshire Gazette (August 16, 1771).

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New-London Gazette (August 16, 1771).

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New-London Gazette (August 16, 1771).

August 15

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

Massachusetts Gazette and Boston Weekly News-Letter (August 15, 1771).

“Bickerstaff’s Almanack For the Year 1772, Will be published in September next.”

Even though the middle of August 1771 was early, John Fleeming apparently determined that it was not too early to begin marketing “Bickerstaff’s Almanack For the Year 1772.”  In an advertisement in the supplement that accompanied the August 15 edition of the Massachusetts Gazette and Boston Weekly News-Letter, Fleeming announced that the popular almanac “Will be published in September next.”  He did not even have copies ready for sale, but he gave both consumers and retailers advance notice about when the almanac would be available to purchase.  Doing so made sense in the crowded marketplace of Boston’s printers who annually published an array of almanacs and competed for customers.  Fleeming encouraged brand loyalty by letting readers who preferred “Bickerstaff’s Almanack” know that they could soon acquire an edition for the coming year.  He also attempted to incite anticipation among consumers, encouraging them to scan the pages of the public prints for further updates.

Like other printers who advertised the almanacs they published, Fleeming provided a brief overview of the contents.  It would contain “the usual Calculations” as well as “many excellent Receipts, interesting Stories, curious Anecdotes, useful Tables, &c. &c. &c.”  By concluding with the eighteenth-century abbreviation for et cetera (and repeating it), the printer hinted at the variety of informative and entertaining items that would be included.  He may have also intended for that portion of the advertisement to provoke curiosity and anticipation about what might be included among those recipes, stories, anecdotes, and tables.  Printers often revealed those details in longer advertisements, but Fleeming might have also hoped that prospective customers would visit his shop to peruse the almanac to learn more after it went to press.

For the moment, Fleeming’s advertisement stood out for being the earliest and only one for an almanac in the Massachusetts Gazette and Boston News-Letter and other newspapers printed in Boston, but soon enough that would no longer be the case.  With the arrival of fall, more and more advertisements for almanacs would appear, a sign of the changing seasons.  Fleeming was ready to serve loyal readers and prospective customers.

Slavery Advertisements Published August 15, 1771

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements about enslaved people – for sale as individuals or in groups, wanted to purchase or for hire for short periods, runaways who liberated themselves, and those who were subsequently captured and confined in jails and workhouses – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonists encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonists who did not purport to own enslaved people were still confronted with slavery as well as invited to maintain the system by purchasing enslaved men, women, and children or assisting in the capture of so-called “runaways” who sought to free themselves from bondage. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by enslavers rather than enslaved people themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

These advertisements appeared in colonial American newspapers 250 years ago today.

Maryland Gazette (August 15, 1771).

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Maryland Gazette (August 15, 1771).

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Maryland Gazette (August 15, 1771).

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Maryland Gazette (August 15, 1771).

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Maryland Gazette (August 15, 1771).

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Massachusetts Gazette and Boston Weekly News-Letter (August 15, 1771).

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Supplement to the Massachusetts Gazette and Boston Weekly News-Letter (August 15, 1771).

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Massachusetts Spy (August 15, 1771).

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New-York Journal (August 15, 1771).

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New-York Journal (August 15, 1771).

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Pennsylvania Gazette (August 15, 1771).

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Pennsylvania Journal (August 15, 1771).

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Virginia Gazette [Purdie and Dixon] (August 15, 1771).

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Virginia Gazette [Purdie and Dixon] (August 15, 1771).

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Virginia Gazette [Purdie and Dixon] (August 15, 1771).

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Virginia Gazette [Purdie and Dixon] (August 15, 1771).

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Virginia Gazette [Purdie and Dixon] (August 15, 1771).

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Virginia Gazette [Purdie and Dixon] (August 15, 1771).

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Virginia Gazette [Rind] (August 15, 1771).

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Virginia Gazette [Rind] (August 15, 1771).

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Virginia Gazette [Rind] (August 15, 1771).

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Virginia Gazette [Rind] (August 15, 1771).

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Virginia Gazette [Rind] (August 15, 1771).

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Virginia Gazette [Rind] (August 15, 1771).

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Virginia Gazette [Rind] (August 15, 1771).

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Virginia Gazette [Rind] (August 15, 1771).

August 14

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

Connecticut Courant (August 13, 1771).

“I am so unhappy in my last marriage.”

Samuel Pettibone, John Savage, and Richard Smith had something in common.  Each of them experienced marital discord and failed to exercise proper patriarchal authority to maintain order in their households.  The situation for each spiraled so far out of control that all three men resorted to placing advertisements in the Connecticut Courant to instruct others in their communities not to extend credit to their wives.

“I am so unhappy in my last marriage,” lamented Pettibone, “as to inform the public that my wife Mary has privately run me in debt at many places, and has absented herself from my bed and board.”  Furthermore, she “carried off with her all she bro’t with her” to the marriage “and thirty pounds or upwards of my estate.”  Smith told a similar tale about his wife, Hannah, who “makes it her steady business to pass from house to house with her [busy] news, tattling and bawling and lying.”  Just as Mary Pettibone supposedly had done to her husband, Richard accused Hannah of “carrying out things out of my house, things contrary to my knowledge.”  Savage was not nearly as animated in his account, instead resorting to standardized language that appeared in many “runaway wife” advertisements.  “Whereas Nancy the wife of me the subscriber,” he stated, “has eloped from my bed an[d] board and has run me in debt … I utterly refuse paying any debt contracted by her after this date.”  Pettibone and Smith could have also deployed formulaic accounts; that they did not testifies to the exasperation they felt in the face of such recalcitrance and disobedience by their wives.

Pettibone, Savage, and Smith intended for others to view them as aggrieved husbands.  They published unflattering narratives about their wives, using the power of the press to frame events according to their understanding or liking.  Eighteenth-century readers, especially those who knew the families or heard gossip, certainly realized that none of these men provided all of the details of what transpired in their households.  Arranged one after another, these advertisements served as a catalog of misbehaving women, but they also demanded readers ask questions about how the men who placed the notices comported themselves.  In what ways did the husbands contribute to the turmoil in their households?

August 13

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

Connecticut Courant (August 13, 1771).

“Catalogue of BOOKS.”

Like purveyors of consumer goods who provided elaborate lists of their merchandise, colonial booksellers frequently published lists of the books available at their shops in their newspaper advertisements.  Those lists often amounted to book catalogs adapted to a different format.  In the case of an advertisement that Lathrop and Smith placed in the August 13, 1771, edition of the Connecticut Courant, the booksellers even described their notice as a “Catalogue of BOOKS.”

Arranged in five columns with a headline extending across the entire page, the impressive list occupied most of the third page.  It accounted for almost one-quarter of the issue.  The first three columns filled the space allotted to two columns on the other pages.  The fourth and fifth columns, however, were even more narrow in order to fit in the space of a single column.  That allowed the compositor to insert four additional advertisements, all of them unrelated to the book catalog, in the lower right corner of the page.  By maintaining the standard column width, those advertisements could be moved within the newspaper to appear in other places in subsequent editions without needing to set the type all over again.  This configuration suggests that Lathrop and Smith did not invest in broadsheet catalogs to disseminate separately, but instead relied solely on the Connecticut Courant to reach prospective customers.

Although they neglected one marketing innovation, the booksellers did adopt another.  To aid readers and prospective customers in finding items of interest, the booksellers divided their inventory into several genres, including Divinity; Law; Physic, Surgery, &c.; School Books; History; and Miscellany.  Within each genre, they listed the books in alphabetical order by author or, in the case of some popular works, by title.  Readers perusing the Divinity section spotted “Edwards on Original Sin” and “Whitefield’s Hymns.”  Those browsing books about Law encountered “Blackstone’s Commentaries” and “Every Man his own Lawyer.”

Filling nearly an entire page, this advertisement likely attracted attention.  Readers could hardly have ignored it, nor could they have ignored Lathrop and Smith’s names in a larger font than even the name of the newspaper in the masthead on the first page.  Published in Hartford, the Connecticut Courant usually devoted less space to advertising than newspaper printed in larger towns and cities.  That made Lathrop and Smith’s “Catalogue of BOOKS” all the more noteworthy.

Connecticut Courant (August 13, 1771).

Slavery Advertisements Published August 13, 1771

The Slavery Adverts 250 Project chronicles the role of newspaper advertising in perpetuating slavery in the era of the American Revolution. The project seeks to reveal the ubiquity of slavery in eighteenth-century life from New England to Georgia by republishing advertisements about enslaved people – for sale as individuals or in groups, wanted to purchase or for hire for short periods, runaways who liberated themselves, and those who were subsequently captured and confined in jails and workhouses – in daily digests on this site as well as in real time via the @SlaveAdverts250 Twitter feed, utilizing twenty-first-century media to stand in for the print media of the eighteenth century.

The project aims to provide modern audiences with a sense of just how often colonists encountered these advertisements in their daily lives. Enslaved men, women, and children appeared in print somewhere in the colonies almost every single day. Those advertisements served as a constant backdrop for social, cultural, economic, and political life in colonial and revolutionary America. Colonists who did not purport to own enslaved people were still confronted with slavery as well as invited to maintain the system by purchasing enslaved men, women, and children or assisting in the capture of so-called “runaways” who sought to free themselves from bondage. The frequency of these newspaper advertisements suggests just how embedded slavery was in colonial and revolutionary American culture in everyday interactions beyond the printed page.

These advertisements also testify to the experiences of enslaved men, women, and children, though readers must consider that those experiences have been remediated through descriptions offered by enslavers rather than enslaved people themselves. Often unnamed in the advertisements, enslaved men, women, and children were not invisible or unimportant in early America.

These advertisements appeared in colonial American newspapers 250 years ago today.

South-Carolina Gazette and Country Journal (August 13, 1771).

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South-Carolina Gazette and Country Journal (August 13, 1771).

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South-Carolina Gazette and Country Journal (August 13, 1771).

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South-Carolina Gazette and Country Journal (August 13, 1771).

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South-Carolina Gazette and Country Journal (August 13, 1771).

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South-Carolina Gazette and Country Journal (August 13, 1771).

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Supplement to the South-Carolina Gazette and Country Journal (August 13, 1771).

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Supplement to the South-Carolina Gazette and Country Journal (August 13, 1771).

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Supplement to the South-Carolina Gazette and Country Journal (August 13, 1771).

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Supplement to the South-Carolina Gazette and Country Journal (August 13, 1771).

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Supplement to the South-Carolina Gazette and Country Journal (August 13, 1771).

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Supplement to the South-Carolina Gazette and Country Journal (August 13, 1771).

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Supplement to the South-Carolina Gazette and Country Journal (August 13, 1771).