September 13

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

Connecticut Journal (September 13, 1771).

“STAGE-COACH … to pass thro’ this Coolony.”

Nicholas Brown aimed to improve the infrastructure that connected the major towns in New England in the early 1770s, establishing his own stagecoach service between Hartford and New Haven to supplement other routes already in existence.  In the summer of 1771, for instance, John Stavers placed advertisements in the Massachusetts Gazette and Boston Weekly News-Letter and the New-Hampshire Gazette to promote “Stage-Coach, Number One” that ran between Boston and Portsmouth.  Stavers sought to ward off competition from a competitor who had only recently established service along the same route.

Brown, on the other hand, added a new route in hopes of better connecting the region.  To that end, he acquired “an elegant, and convenient Stage Coach and four Horses” to cover a route between Hartford and New Haven once a week. He anticipated that another operator would soon set up service from Hartford to Boston, allowing “Gentlemen from the Southern Provinces” to pass through Connecticut on their way to Boston rather than “go by Water from New-York to Providence” and then continue overland to Boston.  New routes meant more options for transporting passengers and freight.

In an advertisement in the September 13, 1771, edition of the Connecticut Journal, Brown framed his endeavor as an investment opportunity and a service that merited the support of local benefactors.  He mentioned “a low and moderate Price,” but did not specify which days his stagecoach ran between Hartford and New Haven or where to meet it in either town.  Instead, he focused primarily on the “great Expence” he already incurred, requesting that “all Gentlemen disposed to countenance the Undertaking” would leave their names and “such Sum … as their Generosity shall dictate” at the printing office.  In addition to accepting donations to make stagecoach service between Hartford and New Haven viable, Brown also invited “any Gentleman … disposed to share with him the Loss or Gain of the Undertaking” to join him as partners.  That first advertisement alerted prospective customers to a new “STAGE-COACH” route, but the proprietor also used it as a prospectus for gaining other kinds of support for his new enterprise.

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