What was advertised in a colonial American newspaper 250 years ago today?
“Those Persons who are pleased to send their Advertisements to the CHRONICLE.”
When the Pennsylvania Chronicle completed its second year of publication and began its third, William Goddard, the printer, inserted a notice to mark the occasion. Colonial printers often marked such milestones, though the length of the notices varied from newspaper to newspaper.
Goddard used the occasion to express his appreciation to subscribers and advertisers. He offered “his most sincere Thanks to his kind and numerous Customers,” pledging that he would make it “his constant Study” to continue to earn their “Favours” as he tended to “their Amusement and Satisfaction.” To that end, he envisioned making “several Improvements” in the third year of publication, stating that he would do so “when a large and valuable Quantity of Materials arrive.” He did not, however, elaborate on those improvements. All of Goddard’s commentary was designed to retain current customers as well as attract new subscribers and advertisers from among readers who had not yet done business with him.
In his efforts to drum up additional advertising revenue, he emphasized the “extensive Circulation” that made choosing the Pennsylvania Chronicle “very advantageous,” though he did not make any direct comparisons to the circulation of competitors like the Pennsylvania Gazette and the Pennsylvania Journal. To aid advertisers in maximizing the impact of their notices, Goddard requested that they submit their notices “as early as possible,” thus allowing time for the “due Care” necessary to make them “appear in a correct, fair, and conspicuous Manner.” In addition, he edited advertising copy as a free service, noting that “Foreigners, and others” sometimes did not “write in a proper Manner for the Press.” This was a rare instance of an eighteenth-century printer offering to participate in generating advertising copy or suggesting that he possessed particular skills in shaping messages that advertisers wished to disseminate in the public prints.
Early American printers did not frequently comment on the business of advertising or the particular practices they adopted in their printing offices. The annual messages that marked the completion of one volume and the beginning of another, however, sometimes included acknowledgments to advertisers as well as subscribers. On such occasions, printers provided details about how they managed advertising in their newspapers.