December 25

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

New-York Gazette and Weekly Mercury (December 23, 1771).

“He intends to stay a month only in this city.”

John Siemon, a furrier, planned to remain in New York for a short time, “a month only,” so he quickly set about introducing himself to prospective clients by placing advertisements in local newspapers.  He commenced with an advertisement in the New-York Journal on December 19, followed by another advertisement in the New-York Gazette and Weekly Mercury on December 23.  In the latter advertisement, he informed the public that he had “Lately arrived from LONDON” and visited New York via Philadelphia.  He brought with him “a general assortment of the newest fashion’d MUFFS, TIPPETS, ERMINES and lining for CLOAKS … now worn by the LADIES at the Court of Great-Britain.”  He also instructed milliners and shopkeepers to contact Fromberger and Siemon on Second Street in Philadelphia if they wished to place any orders following his departure.

Word for word, Siemon’s advertisement in the New-York Gazette and Weekly Mercury replicated the one he placed in the New-York Journal.  One important difference, however, distinguished one notice from the other.  An image of a muff and tippet adorned the advertisement in the New-York Journal, doubling the amount of space it occupied (and its cost).  The same image previously appeared in Fromberger and Siemon’s advertisements in the Pennsylvania Chronicle and the Pennsylvania Journal, transferred from one printing office to another.  Siemon collected the woodcut and took it with him to New York to incorporate into his advertising campaign there, but since he had only one woodcut the image could appear in only one newspaper at a time.  He apparently chose to include it in the advertisement in the first newspaper going to press after his arrival in the city, intending to maximize the number of readers who encountered the image and took note of his advertisement as quickly as possible.  After all, if he planned “to stay a month only in this city” then he needed to make prospective customers aware of his presence as quickly as possible.  Advertising in multiple newspapers helped, but Siemon also strategically selected which newspaper would carry the image that identified his business.

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