What kinds of principles were expressed in advertisements in colonial American newspaper 250 years ago today?
“VOTES and PROCEEDINGS of the AMERICAN CONTINENTAL CONGRESS.”
“RUN away … a Negro Man, named Prince.”
The press was a powerful engine for promoting freedom and rallying colonizers to resist abuses perpetrated by Parliament and, eventually, declare independence from Britain during the era of the American Revolution, yet it simultaneously aided in perpetuating the enslavement of Black and Indigenous people by publishing advertisements offering enslaved people for sale or offering rewards for the capture and return of those who liberated themselves by running away from their enslavers. The juxtaposition of liberty and slavery in colonial newspapers was common, as Jordan E. Taylor has demonstrated in “Enquire of the Printer: Newspaper Advertising and the Moral Economy of the North American Slave Trade, 1704-1807.” Among the most stark examples he identifies, Solomon Southwick, the printer of the Newport Mercury, published the Declaration of Independence and an advertisement for a “NEGRO BOY” on July 18, 1776.[1]
In addition to news and editorials advocating for liberty while advertisements perpetuated slavery, sometimes other advertisements also stood in such contrast. On November 19, 1774, for instance, John Carter, the printer of the Providence Gazette, inserted advertisements for “EXTRACTS From the VOTES and PROCEEDINGS of the AMERICAN CONTINENTAL CONGRESS” and “ENGLISH LIBERTIES, OR, The free-born Subject’s INHERITANCE” in the same issue that carried an advertisement that described “a Negro Man, named Prince” who had liberated himself by running away from Thomas Wood earlier in the month. The Adverts 250 Project has noted the publication and dissemination of the Extracts in several towns in the fall of 1774. The Providence Gazette certainly was not the only newspaper that advertised this important political pamphlet while simultaneously running notices about enslaved people. On November 2, William Bradford and Thomas Bradford, printers of the Pennsylvania Journal, were the first to announce that they published the Extracts. In the same issue they ran two advertisements that sought to capture fugitives seeking freedom, one about “a Negro Man named CAESAR” and another an unnamed “NEGRO MAN” who “speaks Low Dutch.” Almost all the newspapers carrying advertisements for the Extracts that the Adverts 250 Project has featured so far ran them alongside advertisements about enslaved people. The juxtaposition of liberty and enslavement in revolutionary print culture that Taylor identifies was not merely incidental or occasional. It occurred consistently, even in newspapers published in New England, New York, and Pennsylvania.
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[1] Jordan E. Taylor, “Enquire of the Printer: Newspaper Advertising and the Moral Economy of the North American Slave Trade, 1704-1807,” Early American Studies 18, no. 3 (Summer 2020): 313-4.
