What was advertised in a revolutionary American newspaper 250 years ago today?
“HANNON’s BEST CHOCOLATE, Exceeding Fine.”
A standard run for most newspaper advertisements published during the era of the American Revolution consisted of three or four insertions. When colophons listed the fees for advertising, the printers offered packages with a set fee for setting the type and running an advertisement that many time. Of course, advertisers could run their notices more than three or four times, incurring a new fee for each additional insertion. Most opted for the standard package and then discontinued their notices.
Such was the case with an advertisement for “HANNON’s BEST CHOCOLATE” that ran in the Massachusetts Spy on October 9, 16, and 23, 1776. Except for patent medicines, few products had brand names in the eighteenth century, yet the advertiser expected prospective customers to recognize the name of the maker of this “Exceeding Fine” chocolate “Sold opposite the TOWN-HOUSE, in Worcester.” Those who wanted more information could “Enquire of the Printers.”
The advertisement moved around within the Massachusetts Spy. The first time it appeared, it ran at the top of the first column on the first page, immediately above “PAPERS … published by the order of CONGRESS” in Philadelphia. The rest of the content on that page consisted of an “Extract of a letter from General Washington to the PRESIDENT of CONGRESS” and other updates about the British invasion and occupation of New York. The following week, it ran on the final page, two-thirds of the way down the middle column. For its final insertion, it appeared at the top of the last column on the last page.
No matter where the advertisement ran in the Massachusetts Spy, it was easy to spot. The advertiser arranged with the printers to have the notice for this “Exceeding Fine” and “BEST CHOCOLATE” enclosed within a border of decorative type. That distinguished the advertisement from all the other content – advertisements, news, letters – in the newspaper since no other items received similar treatment. The printing ornaments made it easy for readers to spot, even when it appeared in the middle of columns of dense text in the October 16 issue. The border drew the eyes of readers and demanded they give their attention to the advertisement. Although it ran only three times, the advertisement for “HANNON’s BEST CHOCOLATE” likely made an impression on readers of the Massachusetts Spy.