June 30

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

South-Carolina Gazette and Country Journal (June 30, 1772).

“A CARGO OF TWO HUNDRED and EIGHTEEN WINDWARD COAST NEGROES.”

The images in the South-Carolina Gazette and Country Journal testified to the prevalence of advertisements about enslaved people in that publication.  One column in the June 30, 1772, edition, for instance, featured five consecutive advertisements adorned with depictions of enslaved people for sale or fleeing for their freedom from their enslavers.  Three of those announced upcoming sales of “WINDWARD COAST NEGROES,” “PRIME, HEALTHY, YOUNG NEGROES, Of the COROMANTEE and FANTEE Countries,” and “CHOICE and HEALTHY NEGROES, ARRIVED … directly from the GOLD COAST.”  The other two encouraged colonizers to engage in surveillance of Black people to determine if anyone they encountered matched the description of James, “a likely, young Mulatto man,” Cato, “a stout negro man, well known in Charles-Town,” or “a negro boy named JAMEY, about eighteen years of age.”  The advertisers offered rewards for the capture and return of James, Cato, and Jamey.  In addition, they threatened to prosecute “with the utmost rigour of the law” anyone who aided those men.

Throughout the remainder of the four-page standard issue and the two-page supplement, six other advertisements incorporated woodcuts of enslaved people.  None of them depicted any particular person; instead, they were stock images that Charles Crouch, the printer, provided for advertisers.  In contrast, only five real estate notices included woodcuts of houses, also stock images.  Only three advertisements for freight or passage had woodcuts of ships at sea.  Although advertisements about enslaved people did not constitute the majority of advertisements in the South-Carolina Gazette and Country Journal, they did account for a sizeable minority of paid notices.  Furthermore, the images that accompanied many advertisements about enslaved people made them the most visible content in a publication that almost never included images with news items and only occasionally included images with other advertisements.  Those images demonstrated that a good portion of the business undertaken in the printing office related directly to perpetuating slavery.  Crouch generated significant revenues from slave traders announcing auctions and enslavers offering rewards for the capture and return of fugitives who seized their own liberty.

Slavery Advertisements Published June 30, 1772

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 colonizers 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. Colonizers 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.

Essex Gazette (June 30, 1772).

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Essex Gazette (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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South-Carolina Gazette and Country Journal (June 30, 1772).

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Supplement to the South-Carolina Gazette and Country Journal (June 30, 1772).

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Supplement to the South-Carolina Gazette and Country Journal (June 30, 1772).

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Supplement to the South-Carolina Gazette and Country Journal (June 30, 1772).

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Supplement to the South-Carolina Gazette and Country Journal (June 30, 1772).

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Supplement to the South-Carolina Gazette and Country Journal (June 30, 1772).

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Supplement to the South-Carolina Gazette and Country Journal (June 30, 1772).

June 29

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

Boston Evening-Post (June 29, 1772).

“Not one single Article in the Store was bought of any Merchant in this Country.”

William Jackson regularly placed advertisements in several newspapers published in Boston in the late 1760s and early 1770s.  In addition to those notices, he distributed a trade card, engraved by Paul Revere, that depicted the “BRAZEN HEAD” that marked his location “next ye Town House.”  He eventually marketed his shop with another name, calling it “Jackson’s Variety Store” to call attention to the array of choices he made available to consumers.  In his newspaper notices and on his trade card, Jackson listed some of his merchandise.  In a notice in the June 29, 1772, edition of the Boston Evening-Post, for instance, he promoted a “full and compleat Assortment of English, India & Hard-Ware GOODS, consisting of Cloths of all Kinds, Linnens of all sorts, Calicoes, … Brass Kettles, London and Bristol Pewter, … an elegant Assortment of Looking-Glasses, Paper Hangings, [and] Wilton and Scotch Carpets.”

In a note at the end of that notice, Jackson assured “Wholesale and Retail Customers” that they “may depend that not one single Article in the Store was bought of any Merchant in this Country.”  Instead, he imported his wares directly “from the BEST Hands in ENGLAND, via LONDON, BRISTOL, and LIVERPOOL.”  That allowed him to sell his inventory “extremely Cheap” because he did not deal with middlemen on either side of the Atlantic.  Going to the manufacturers rather than through merchants meant that he could pass along savings to his customers rather than marking up goods as much as his competitors.  Jackson apparently considered this an effective marketing strategy.  A year earlier, he informed prospective customers that he “has been in England himself the last Winter, and has visited most of the manufacturing towns.”  As a result of that trip, Jackson “flatters himself that he has his Goods upon as good Terms as any Merchant in the Town.”  In a subsequent advertisement, he asserted, “Wholesale and retail Customers may depend upon having goods” at his store “as cheap as at any store or stop in town, without exceptions, as all his goods are from the best hands in England.”  If Jackson did not believe that this appeal resonated with consumers then he probably would not have published so many variations of it.  Many merchants and shopkeepers combined appeals about low prices and extensive choices.  Jackson devised a means of making those appeals distinctive.  He did not merely claim to offer low prices but also explained how he was able to do so.

Slavery Advertisements Published June 29, 1772

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 colonizers 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. Colonizers 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 (June 29, 1772).

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Boston-Gazette (June 29, 1772).

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New-York Gazette and Weekly Mercury (June 29, 1772).

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New-York Gazette and Weekly Mercury (June 29, 1772).

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New-York Gazette and Weekly Mercury (June 29, 1772).

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New-York Gazette and Weekly Mercury (June 29, 1772).

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Supplement to the New-York Gazette and Weekly Mercury (June 29, 1772).

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Supplement to the New-York Gazette and Weekly Mercury (June 29, 1772).

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Supplement to the New-York Gazette and Weekly Mercury (June 29, 1772).

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Pennsylvania Chronicle (June 29, 1772).

June 28

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

Maryland Gazette (June 25, 1772).

“ADVERTISEMENTS, of moderate Length, are inserted the First Time, for 5s.”

Many colonial printers did not regularly publish how much they charged for newspaper subscriptions or advertising, while some included that information in the colophon at the bottom of the final page of each issue.  A few transformed their colophons into extensive advertisements for all sorts of goods and services available at their printing offices.

Such was the case for Anne Catherine Green and Son, printers of the Maryland Gazette.  They did not merely state that they printed their newspaper in Annapolis.  Instead, they declared that “all Persons may be supplied with this GAZETTE, at 12s. 6d. a Year” or twelve shilling and six pence annually.  Green and Son published advertisements “of a moderate Length” for five shillings “the First Time” and an additional shilling “for each Week’s Continuance.”  Like many other printers, they charged more for “Long Ones in Proportion to their Number of Lines.”  Some printers gave prices for only subscriptions or for only advertisements.  The more complete accounting from Green and Son demonstrates that a single advertisement that ran for a month generated almost as much revenue as a subscription for an entire year.

In addition to printing the Maryland Gazette, Green and Son also sold “most kinds of BLANKS” or printed forms for legal and financial transactions.  Throughout the colonies, printers hawked blanks.  Green and Son listed “COMMON and BAIL BONDS; TESTAMENTARY LETTERS of several Sorts, with their proper BONDS annexed; BILLS of EXCHANGE; [and] SHIPPING-BILLS.”  They appended “&c.” (an eighteenth-century abbreviation for et cetera) to indicate that they had on hand, “ready Printed,” an even greater variety of blanks to meet the needs of their customers.  In addition, they did “All Manner of PRINTING-WORK … in the neatest and most expeditious Manner.”  That included broadsides for posting around town, handbills for distributing on the streets, catalogs for auctions, and other advertising materials.

Each issue of the Maryland Gazette concluded with an extensive advertisement for goods and services available at the printing office.  Green and Son significantly expanded the colophon beyond giving the name of the printer and the place of publication, reminding readers that the printing office offered far more than just copies of the newspaper.

June 27

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

Providence Gazette (June 27, 1772).

“SCHEME Of a LOTTERY.”

Two notices concerning lotteries appeared among the advertisements in the June 27, 1772, edition of the Providence Gazette.  Managers alerted the public to the “MARKET-HOUSE LOTTERY” and a lottery for “mending the Gloucester South Road, leading to Connecticut.”  The General Assembly approved both lotteries and appointed managers “who have given Bond for the faithful Performance of their Trust” to oversee them.  Readers of the Providence Gazette regularly encountered advertisements for lotteries, a popular means of funding public works projects in Rhode Island and other colonies in the eighteenth century.

Managers often sponsored several stages or classes for their lotteries, giving colonizers multiple opportunities to participate.  The managers of the Market-House Lottery opted not to elaborate on the various classes, feeling that the “Scheme” of the lottery “has been lately published at large.”  Instead, they focused on “the Class now in Hand,” but did remind colonizers that “each succeeding Class becomes more valuable than the former.”  Why not wait for later classes?  The managers sold a limited number of tickets for each class.  Colonizers who participated in the previous class had “the Preference given them, before any other Persons, of purchasing an equal Number of Tickets in the next Class.”  The “Scheme” of the lottery incentivized buying tickets in the first class and continuing to buy tickets for each class.

The managers of the lottery intended to raise funds for mending the Gloucester South Road also described the “SCHEME” of their lottery.  They planned a drawing for the “First Class” of tickets “in a very short Time,” as soon as they sold 1400 tickets for a dollar each.  To entice readers to purchase tickets, the managers promoted both the prizes and the purpose of the lottery.  They reminded readers that the lottery was “evidently designed to serve the Public, as Travelling from Providence to Connecticut will be thereby rendered very commodious.”  They hoped to incite public spiritedness as a means of encouraging colonizers not enticed solely by the prizes.

Slavery Advertisements Published June 27, 1772

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 colonizers 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. Colonizers 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.

Providence Gazette (June 27, 1772).

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Providence Gazette (June 27, 1772).

June 26

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

Connecticut Journal (June 26, 1772).

“The Hartford Stage-Coach, will be in New-Haven … on its Way to New York.”

In the early 1770s, Jonathan Brown and Nicholas Brown envisioned a stagecoach route that connected New York and Boston.  They placed advertisements seeking investors in the Connecticut Courant, published in Hartford, and the Connecticut Journal, published in New Haven.  Such an enterprise, they argued, would benefit residents and entrepreneurs in a colony that travelers often bypassed when they chose to sail between New York and Providence and then continue to Boston via stage.  In the summer of 1772, the Browns inserted an advertisement in the New-York Journal to announce a trial run for their service between New York and Boston.

At the same time that they sought passengers from New York and its hinterlands, the Browns placed new notices in the Connecticut Courant and the Connecticut Journal.  For instance, Jonathan advertised that the “Hartford Stage-Coach, will be in New-Haven … on its Way to New York” in the June 26, 1772, edition of the Connecticut Journal.  He stated that “any Gentlemen or Ladies that may want a Conveyance there, or to any Place on the Road, between this Town and that City, may be accommodated in said Coach.”  In an advertisement that appeared in the Connecticut Courant on June 16, Jonathan declared that he “furnished himself with a convenient Coach and suitable horses” to provide service between Hartford and New York.”  In the same issue, Nicholas declared that he “purposes to have a Stage Coach going from this Place to Boston every Fortnight during the Summer.”  The success of the larger venture depended not only on passengers who made the journey between Boston and New York but also on other customers who paid fares to travel shorter distances.  In their efforts to attract those customers, the Browns marketed their service in several newspapers that circulated in Connecticut even as they sought passengers from beyond New England via notices in the New-York Journal.

Slavery Advertisements Published June 26, 1772

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 colonizers 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. Colonizers 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 (June 26, 1772).

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New-Hampshire Gazette (June 26, 1772).

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New-London Gazette (June 26, 1772).

June 25

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

New-York Journal (June 25, 1772).

“STAGE COACH BETWEEN NEW-YOK AND BOSTON.”

Two months after they placed an advertisement seeking investors in their stagecoach service in the Connecticut Courant, Jonathan Brown and Nicholas Brown informed readers of the New-York Journal that the “STAGE COACH BETWEEN NEW-YORK AND BOSTON … for the first Time sets out this Day.”  The route took passengers through Connecticut “by Way of Hartford.”  In an advertisement that ran in the Connecticut Journal nine months earlier, Nicholas Brown lamented that “Gentlemen from the Southern Provinces, travelling to Boston … generally go by Water from New-York to Providence,” never passing through towns in Connecticut.  He hoped that reliable stagecoach service would “increase the Intercourse between the two Towns of Hartford and New-Haven as well as connect them to major urban ports.

The Browns did not mention that objective when they sought passengers in New York, though they did note that when the stagecoaches that simultaneously departed from Boston and New York met in Hartford they continued the journey “after staying a Week.”  That meant that travelers had time to conduct business in Connecticut.  As they passed through the colony, the stagecoaches “always put up at Houses on the Road where the best Entertainment is provided.”  The Browns assured prospective passengers that they could expect good food and lodging while traveling between New York and Boston.  They could also “depend on good Usage” by drivers and a “reasonable Rate” for their baggage.

In their efforts to convince prospective passengers to choose their service over alternate routes, the Browns asked “Gentlemen and Ladies … to encourage this useful, new, and expensive Undertaking.”  They did not mean that customers paid high prices, but instead that the enterprise was expensive for the Browns to operate.  They made that clear in previous advertisements seeking investors.  They intended to communicate that their passengers actually got quite a bargain when they chose to travel via stagecoach between New York and Boston.  The Browns hoped customers would agree, stating that they would schedule weekly departures if they “find Encouragement” after the inaugural journey.  After months of planning, they managed a “Trial.”  The success of that trial depended in part on passengers responding to their advertisements.