March 10

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

Massachusetts Gazette and Boston Weekly News-Letter (March 7, 1771).

Advertisements in this Paper are well circulated by this Conveyance and by the Western Rider.”

On March 7, 1771, John Stavers and Benjamin Hart inserted an advertisement in the Massachusetts Gazette and Boston Weekly News-Letter to inform thew public that the “POST-STAGE from and to Portsmouth in New-Hampshire” had a new location in Boston.  Formerly at the Sign of the Admiral Vernon on King Street, the stage now operated from “Mrs. Bean’s at the Sign of the Ship on Launch” on the same street.  It arrived on Wednesdays and departed on Fridays, carrying passengers, packages, and newspapers between the two towns.

Stavers and Hart’s advertisement included two notes that Richard Draper, printer of the Weekly News-Letter, likely added, perhaps after consulting with the stage operators.  Both appeared in italics, distinguishing them from the rest of the contents of the advertisement.  One note called on “Customers to this Paper, on the Eastern Road and at Portsmouth, that are indebted more than one Year … to send the Pay by the Carriers.”  In other words, Draper asked any subscribers who lived along the circuit traversed by Stavers and Hart to submit payment to them for delivery to his printing office in Boston.  The other note proclaimed that “Advertisements in this Paper are well circulated by this Conveyance and by the Western Rider.”  Colonial newspapers depended on revenues generated by advertising.  In this note, Draper sought to assure prospective advertisements that placing their notices in his newspaper would be a good investment because the Weekly News-Letter reached audiences well beyond Boston.  He also encouraged prospective advertisers who lived outside the city, both to the north and the west, to place notices in the Weekly News-Letter in order to reach readers in their own communities.

Draper seems to have piggybacked messages concerning his own business on an advertisement placed by clients who operated a stage between Boston and Portsmouth.  He likely figured that a notice about transporting passengers and packages between the two towns would attract the attention of current subscribers in arrears with their accounts.  He also seized the opportunity to tout the circulation of the newspaper in order to promote it as a vehicle for disseminating advertising.  An advertisement for the “POST-STAGE” ended up doing a lot of work in the interests of the printer.