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April 27

Carl Robert Keyes Daily Advert Update , , ,

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

Providence Gazette (April 27, 1776).

“He is persuaded that none of his Readers will think him unreasonable in adding a Shilling to the Price per Year.”

The first advertisement in the April 27, 1776, edition of the Providence Gazette featured news for subscribers.  John Carter, the printer, informed them of an imminent price increase.  His own expenses had gone up in the year since the war began at Lexington and Concord.  “THE increased Price of Paper (the chief Article of a Printer’s Stock) and of almost every Necessary of Life, has been so great,” he explained, “that it must have naturally fallen within the Notice of every Reader of this Gazette.”  Given the circumstances that Carter believed honest readers acknowledged, he was “thereforecompelled to acquaint his Customers, that the Price thereof in future will be Eight Shillings per Annum.”

He emphasized that the situation “compelled” him to take this action rather than doing so willingly or eagerly.  Carter also noted that other printers had recently done the same, so he was not alone in seeking such a remedy to his financial woes.  “He likewise begs leave to inform [subscribers],” the printer stated, “that for the same Reason the Price of the Cambridge Paper,” the New-England Chronicle, “has been raised to Eight Shillings” and “the Philadelphia Evening-Post to Two Dollars.”  (Carter meant the Pennsylvania Evening Post.)  In addition, John Dunlap had recently advertised a price increase from ten to fifteen shillings for Dunlap’s Maryland Gazette; or, the Baltimore General Advertiser.  In consideration of those recent precedents, Carter was “persuaded that none of his Readers will think him unreasonable in adding a Shilling to the Price per Year, which is not quite a Farthing on each Gazette” or each issue of the newspaper.[1]

The printer pledged to honor the previous price for current subscribers “till the Year, or other Time for which each Subscriber contracted, shall be expired.”  Once their current year (or other amount of time previously agreed between printer and subscriber) came to an end, the new price went into effect.  Those who did not wish to continue their subscriptions “at the Price above mentioned, … are requested to give Notice to the Printer.”  Carter understood that money was also tight for his subscribers, but he hoped that they would accept a small increase in the annual subscription fee in order to continue receiving the news (about the war, politics, and other matters), editorials, advertisements, and other content he published and disseminated each week.

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[1] A farthing was worth one-quarter of a penny.  Carter published the Providence Gazette weekly.  An additional farthing for fifty-two issues amounted to thirteen pence … or one shilling and one penny.  Carter raised the price by only one shilling, so indeed “not quite a Farthing” for each issue.

April 16

Carl Robert Keyes Daily Advert Update , , , ,

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

Dunlap’s Maryland Gazette (April 16, 1775).

“He finds himself obliged to raise the subscription to Fifteen Shillings a year instead of Ten.”

As Dunlap’s Maryland Gazette; or, the Baltimore General Advertiser neared the end of its first year of publication, John Dunlap, the printer, ran a notice addressed “TO THE SUBSCRIBERS.”  In the April 16, 1776, edition, just a couple of weeks shy of the anniversary of establishing the newspaper, that notice appeared first among the advertisements.  Dunlap exercised his discretion as printer to give his notice a privileged place.

“AS the price of Printing Paper is greatly encreased since the first Publication of the Maryland Gazette, and the labor an expence of Publishing and delivering it to the Subscribers much more than the Printer expected” he explained, “he finds himself obliged to raise the subscription to Fifteen Shillings a year instead of Ten.”  Dunlap happened to commence publication a couple of weeks after the battles at Lexington and Concord.  The Continental Association, a nonimportation agreement devised by the Second Continental Congress in protest of the Intolerable Acts, already disrupted the supply of paper.  The outbreak of war meant even more shortages, causing some printers in New England to make adjustments or to suspend publication.  Printers in other regions also commented on the scarcity of paper and its impact on their newspapers.  To make matters even more complicated, Dunlap continued publishing Dunlap’s Pennsylvania Packet in Philadelphia and entrusted his printing office in Baltimore to James Hayes, Jr.  They experienced other difficulties, including the theft of newspapers intended for delivering in Elk Ridge, Annapolis, and Alexandria in the summer of 1775.

Now Dunlap found it necessary to increase the annual subscription significantly, raising it from ten shilling to fifteen.  “Those who do not approve of this advance,” he advised, “are desired to call and pay off as speedily as possible.”  Those customers presumably dealt with Hayes in the printing office on Market Street in Baltimore rather than directly with Dunlap.  He also called on “they who think him not unreasonable in his Demands … to pay up their former subscriptions, which will prevent confusion hereafter.”  Whatever their decision about whether to continue receiving Dunlap’s Maryland Gazette, the printer wanted subscribers to check in to confirm their decision and, just as importantly, to pay what they owed for the past year.  Printers often allowed generous credit to subscribers and depended on advertising revenue to make their newspapers viable ventures.  Dunlap did brisk business in advertising, but he apparently wished for more security than those paid notices provided.  The issue that carried his notice also featured resolutions passed “In CONGRESS” in Philadelphia and a “Proclamation … by his Excellency General Washington, on his taking possession of the town of Boston.”  If subscribers wished to continue receiving such news, they needed to share the cost with advertisers by paying more for their subscriptions.

November 5

Carl Robert Keyes Daily Advert Update , ,

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

Providence Gazette (November 5, 1774).

“The Manual Exercise … the best calculated for Appearance and Defence.”

As was often the case, John Carter, the printer of the Providence Gazette, placed several advertisements in his own newspaper on November 5, 1774, hoping to advance other revenue streams in his printing office.  He placed five notices of varying lengths.

If they perused the contents of that issue from start to finish, readers first encountered an advertisement for books that Carter sold on the third page.  It listed dozens of items, starting with “THE surprising, yet real and true Voyages and Adventures of Monsieur Pierre Viaud, a French Sea Captain, adorned with an elegant engraving of Madam La Couture and her Son, with Capt. Viaud and his Negro, upon a desolate island” that previously had been featured separately in a much more extensive advertisement and concluded with “the Manual Exercise, as ordered by his Majesty in 1764, together with Plans and Explanations of the Method generally practised at Reviews and Field Days,” a publication that had recently received some attention in Boston as well.  Carter added a short note, advising that “this Method of Exercise is now universally taking Placer, and is recommended by the Provincial Congress as the best calculated for Appearance and Defence.”  The printer did not specify the threat that colonizers faced; as the imperial crisis intensified following the passage of the Coercive Acts, readers understood the context for promoting that book.

On the fourth page, the second and third columns began and ended with advertisements from Carter.  At the top of the second column, he declared that he had “JUST PUBLISHED” Benjamin West’s “NEW-ENGLAND A[L]MANACK, OR, Lady’s and Gentleman’s DIARY, For the Year of our LORD, 1775.”  Two weeks earlier, he inserted a notice that publication of this annual collaboration with West, an astronomer and mathematician, was imminent.  Carter completed the column with a short advertisement for “BLANKS of various Kinds to be sold by the Printer hereof.”  The fourth column featured an advertisement addressed to the “FRIENDS of LIBERTY and USEFUL KNOWLEDGE,” alerting them that they could acquire copies of “ENGLISH LIBERTIES, OR, The free-born Subject’s INHERITANCE” at Carter’s printing office.  He published that volume by subscription, a project that took quite some time.  Upon publication, this advertisement appeared regularly in the Providence Gazette.  The column ended with a call for “clean Linen Rags … and old Sail-Cloth” to supply the “PAPER MANUFACTORY in Providence.”  Carter offered the “best Prices” to colonizers who supplied these items so essential to the printing trade.

In addition to his own advertisements, the printer inserted a brief note that “Advertisements omitted will be in our next.”  How many advertisements did not appear?  Did Carter’s own notices crowd out paid notices submitted by customers?  Or had some advertisements arrived at the printing office too late to include in the November 5 edition?  Carter had to weigh the advantages and disadvantages of giving too much space to advertisements concerning his own endeavors when others wished to pay for space in his newspaper.

July 11

Carl Robert Keyes Daily Advert Update , , ,

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

South-Carolina Gazette (July 11, 1771).

“THE Printer of this Paper … GIVES THIS EARLY NOTICE.”

Peter Timothy, printer of the South-Carolina Gazette, made it impossible for readers to ignore the notices that he ran in his newspaper for several weeks beginning in the summer of 1771.  He exercised his prerogative as printer in designing a format that made his notice the most visible item in the newspaper, running it immediately below the masthead and across all three columns on the first page.  Dated July 1, Timothy’s notice first appeared on July 4 and then in the next four issues before he inserted a revised version in subsequent editions.  The printer informed readers that he intended “to have all his Affairs settled by the First of January next, so that he may depart the Province by the Beginning of Aprilfollowing.”  To that end, he “GIVES THIS EARLY NOTICE thereof, to all Persons indebted to him, that they may prepare to make Payment to their Accompts … without giving him the unnecessary Trouble of calling again and again.”  In addition, for those “many Subscribers in the Country whom he does not know, he begs such will give their Factors or Agents proper Orders to settle with him.”

Advertising on the front page was not unusual in and off itself.  The South-Carolina Gazette regularly featured advertisements on the first page.  In the July 11 edition, Thomas Powell’s advertisement for “Dr. KEYSER’s famous PILLS” filled the entire first column, under a heading that labeled it a “New Advertisement,” making it the first item readers encountered below the masthead and Timothy’s notice.  News from London comprised most of the second column, before a heading for “New Advertisements” introduced two shorter notices, one seeking passengers and freight for a ship departing for Philadelphia and the other calling on colonists to settle accounts with Robert Dillon.  The third column contained a brief account of news from Charleston, a list of prices current of “South-Carolina Produce and Manufactures,” and “Timothy’s Marine List” (as the printer branded the shipping news from the customs house when he printed it in his newspaper).  Readers of the South-Carolina Gazette were accustomed to seeing a variety of items, including advertisements, on the front page.  Timothy could have made his notice the first item in the first column without altering the format of the page, complete with a “New Advertisement” heading, but that would have risked readers passing over it.  Instead, he created a distinctive format that demanded readers give their attention to his important notice.  Just as the incomplete “Marine List” on the front page included instructions to “[Turn to the last Page.]” for the remainder, the printer also deployed graphic design to guide readers in navigating the newspaper.

October 13

Carl Robert Keyes Daily Advert Update , ,

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

Massachusetts Spy (October 13, 1770).

“Printed and sold by Z. FOWLE and I. THOMAS, at the new Printing Office.”

In the middle of July 1770, Isaiah Thomas distributed a preliminary issue of the Massachusetts Spy to announce that he would commence publishing that new newspaper in two weeks.  He sought subscribers and advertisers to make it a viable endeavor.  Three weeks passed before the next issue appeared, but after that Thomas distributed new editions of the newspaper three times a week.  Many factors could have accounted for the slight delay; attracting a sufficient number of subscribers may have been one of them.  The Massachusetts Spy continued on its thrice weekly publication schedule for just three months before Thomas scaled it back to only twice a week for three months and finally to once a week, the same schedule as most newspapers published in colonial America.

Thomas and the Massachusetts Spy competed with several other printers and their newspapers for readers in Boston and its hinterlands, including Thomas Fleet and John Fleet’s Boston Evening-Post, Benjamin Edes and John Gill’s Boston-Gazette, John Green and Joseph Russell’s Massachusetts Gazette and Boston Post-Boy, and Richard Draper’s Massachusetts Gazette and Boston Weekly News-Letter.  Each of those publications had served readers for many years, perhaps making it difficult for Thomas to convince subscribers and advertisers to take a chance on his new publication.  Throughout the first couple of months, few advertisements ran in the pages of the Massachusetts Spy.

In October 1770, however, more began to appear, though still a small number compared to how many advertisements filled the pages of other newspapers printed in Boston.  The October 13 edition, for instance, included four advertisements.  Gillam Bass advised the public that his shop had been “broke open … by some evil minded person or persons” who had stolen several items earlier in the week.  He offered a reward for information or the capture of the perpetrators.  Ezekiel Russell and John Boyles once again inserted their advertisement for “AN Elegiac POEM, on the Death of … GEORGE WHITEFIELD” written by Phillis Wheatley, the enslaved poet.  Another advertisement sought an apprentice “to a genteel business,” but did not provide much more information.  Anyone wishing to know more needed to “Enquire at the New Printing-Office.”  If Thomas had not placed this notice himself then he served as an information broker on behalf of the advertiser, not unlike newspaper printers throughout the colonies who frequently published advertisements that instructed interested parties to contact them to learn more.  Thomas and his partner, Zechariah Fowle, certainly placed the final advertisement for a religious tract that they printed and sold.  In addition to potentially yielding customers, this notice enlarged the advertising section of the Massachusetts Spy and may have made it seem more vibrant and robust to prospective advertisers contemplating whether placing a notice in that newspaper was a sound investment.

Thomas took advantage of his access to the press to run a newspaper advertisement for another branch of his printing business, a strategy frequently adopted by early American printers who published newspapers, sold books and pamphlets, did job printing, sold blanks, and pursued a variety of other related tasks in their printing offices.

March 23

Carl Robert Keyes Daily Advert Update, Guest Contribution , , , , ,

GUEST CURATOR: Zachary Dubreuil

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

Boston Chronicle (March 23, 1769).

“JUST PRINTED … PSALMS of DAVID.”

Religion played an important role in the colonies. This advertisement attempted to sell a book, “PSALMS of DAVID … By the Rev. Dr. WATTS.” Watts (1674-1748) was an English educator who later became a pastor. He wrote a series of essays and poetry on theological topics. According to the Poetry Foundation, “Watts published four volumes of poetry: Horae Lyricae; Hymns and Spiritual Songs (1707); Divine Songs Attempted in Easy Language for the Use of Children (1715); and The Psalms of David Imitated in the Language of the New Testament (1719).” In addition, “several of his Psalms are among the best-known poems in the English-speaking world. ‘Joy to the World’, for example, is Watts’s rendering of the second part of Psalm 98 in common meter.” Watts’s work is still being used today, like it was during colonial times. This advertisement for a religious book shows us how much many colonists valued religion.

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ADDITIONAL COMMENTARY: Carl Robert Keyes

John Mein’s advertisement for Isaac Watts’s Psalms of David Imitated in the Language of the New Testament was one of four notices that he inserted in the March 23, 1769, edition of the Boston Chronicle, the newspaper that Mein published with partner John Fleeming. The others included an advertisement for the second edition of Bickerstaff’s Boston Almanack, one for Mein and Fleeming’s Register for New-England and Nova-Scotia, and one in which Mein offered to purchase entire libraries or exchange books. These four advertisements comprised nearly two of the three columns of the final page of the issue.

Guest curator Luke DiCicco and I recently examined the advertisements for the Boston Almanack and the Register. When we published short summaries on Twitter, historian J. L. Bell questioned the number of advertisements placed by Mein and the amount of space that the printer occupied in his own publication. Did the Boston Chronicle lack other advertisers? Or did something else explain the disproportionate advertising related to Mein’s own ventures? After all, other printers regularly placed notices in their own newspapers, but not usually to the same extent.

Three factors likely played a role in the overabundance of advertising by the printer. The Boston Chronicle competed with several other newspapers. It had commenced publication less than a year and a half earlier, while the Boston Evening-Post, the Boston-Gazette, the Boston Post-Boy, and the Boston Weekly News-Letter had been around for years or even decades. From its inception, the Chronicle had fewer advertisements than any of the other newspapers printed in Boston. It took time to build a clientele of readers, subscribers, and advertisers. In 1769, many prospective advertisers likely considered placing their advertisements in other newspapers a better investment. Part of that may have been due to the second factor, Mein’s vocal Tory sentiments. The advertisement for the Register, especially the inclusion of “BRITISH LISTS,” celebrated the colonies’ connection to Britain at a time when many colonists engaged in resistance to abuses by Parliament, including the Townshend Acts. Some prospective advertisers may have been hesitant to hawk their wares in the Chronicle due to the political sympathies expressed by the printers, especially Mein. This hypothesis requires further research. Finally, if Mein still had surplus copies of the Boston Almanack and the Register twelve weeks into 1769 then he desperately needed to sell them. That alone may have justified giving so much space to the advertisements, especially since they promoted reference information good throughout the year, such as lists of colonial officials and the correct dates when the courts would be in session, rather than the astronomical calculations.

Mein’s advertisement for Watts’s Psalms of David was just one several that called attention to his various ventures. As printer of the Boston Chronicle, he exercised his prerogative over the content, filling much of the final page with notices related to his “LONDON BOOK-STORE” on King Street.

February 8

Carl Robert Keyes Daily Advert Update , , , ,

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

Georgia Gazette (February 8, 1769).

“WRITING PAPER of different sorts to be sold at the Printing-Office for cash.”

James Johnston, the printer of the Georgia Gazette, peppered the final page of the February 8, 1769, edition with his own advertisements. He inserted three brief advertisements, each of them extending only two or three lines. Two of them offered goods for sale: “WRITING PAPER of different sorts to be sold at the Printing-Office for cash” and “TOBLER’s ALMANACKS, for 1769, To be sold at Messrs. Clay and Habersham’s Store, and at the Printing-Office.” The other announced an opportunity for a young man: “WANTED, An honest, sober, and industrious LAD, as an APPRENTICE to the PRINTING BUSINESS. Such a one will meet with good encouragement by applying to the printer of this paper.” In addition, the colophon at the bottom of the page advertised services that Johnston provided at his printing office: “Advertisements, Letters of Intelligence, and Subscriptions for this Paper, are taken in.—Hand-Bills, Advertisements, &c. printed at the shortest Notice.” Like other colonial printers, Johnston took advantage of his access to the press to market his own goods and services as well as post announcements intended to advance his own business interests.

In placing advertisements in his own newspaper, Johnston also testified to his confidence in their effectiveness. He implicitly suggested that he expected to sell almanacs and writing paper as a result of publishing short notices in the Georgia Gazette. Similarly, he expected that inserting an advertisement for an apprentice would yield more and better candidates than relying on word-of-mouth appeals via his friends, neighbors, and associates. To underscore the point that his notices were more than just filler, Johnston distributed the three advertisements to different locations on the final page of the February 8 issue. One appeared one-third of the way down the first column and another two-thirds of the way down. The last appeared near the bottom of the second column. By interspersing them among other advertisements rather than grouping them together at the end of the last column, the savvy printer sought to reduce any impression that his notices primarily served as filler. Instead, he indicated that he had faith in this method of circulating information. Prospective advertisers should exhibit the same confidence when they chose to place notices of their own.