What was advertised in a colonial American newspaper 250 years ago this week?
“He hath to sell also, his Royal Balsam, which is made of American produce.”
Two advertisements for patent medicines appeared among the notices in the August 21, 1771, edition of the Pennsylvania Chronicle. In an extensive advertisement that filled an entire column and overflowed into another, William Young promoted “Dr. HILL’S AMERICAN BALSAM.” Further down that second column, George Weed hawked his own “Royal Balsam” as well as several other nostrums that he compounded to cure “the bloody flux,” coughs, and other maladies. Weed’s advertisement was much shorter, but the apothecary indicated that he had the capacity to publish a notice just as lengthy as the one inserted by Young. “He hath by him,” Weed proclaimed, “a considerable number of certificates of extraordinary cures by [his medicines], which he designs to publish in a short time.” In other words, Weed claimed to have testimonials from actual patients to disseminate among the public.
While Weed supplied a variety of powders, syrups, and tinctures, Young devoted his entire advertisement to the American Balsam. This remedy bore that name because a physician in London produced it from “American plants, sent to England by that ingenious gentleman Mr. William Young, of Pennsylvania, Botanist to their Majesties the King and Queen of Great-Britain.” That botanist was the son of the advertiser, whom Hill “appointed the only capital vender of [his medicine] in all America” out of gratitude “to the young gentleman.” Hill did allow that Young could appoint “whom he pleases under him” to sell the American Balsam. The elder Young had an exclusive franchise, but appointed local agents in Philadelphia, Germantown, Lancaster, and Wilmington.
Weed divided his advertisement into two portions. In the first half, he proclaimed that the American Balsam, an imported medicine, “is now so well known in Pennsylvania, Maryland, &c. &c. there is no need of any further recommendation” and then described its effective use among patients in great detail anyway. The second half consisted of a letter from Hill in which the doctor described the afflictions the medicine cured, outlined the history of its creation and refinement, and endorsed Young as his American purveyor. Weed did not resort to such a preponderance of prose for his Royal Balsam, produced locally, or invest nearly as much in placing his much shorter advertisement, though the “certificates of extraordinary cures” that he suggested he would soon publish likely rivaled Young’s advertisement in length. Although they chose different marketing strategies, Weed and Young both apparently considered their methods worth the expense of placing notices in the Pennsylvania Chronicle.