What was advertised in a colonial American newspaper 250 years ago today?
“Genteel Boarding, FOR Gentlemen, Strangers and others.”
Thomas Russell provided “Genteel Boarding … at the House lately occupied by Mr. Benjamin Bagnall, deceased, near the State-House” in Boston. He did not, however, place his advertisement in the Boston-Gazette or the Massachusetts Spyor any of the several other newspapers printed in that city. Instead, he ran it in the Providence Gazette for six weeks in the spring of 1774. For “Gentlemen, Strangers and others” who planned to visit Boston, Russell presented an option for accommodations and made planning their journey that much easier.
To convince prospective guests that his establishment was a good choice, he assured readers that the house was “a very noted Place for this Business” as well as “well known to be a large and commodious House.” For anyone not familiar with its reputation, including those who lived any distance from Boston, they “have only to apply, to be convinced how agreeably they can be accommodated.” Russell’s hospitality and the amenities he offered, he suggested, would become immediately apparent upon meeting.
Boston and other American towns had not yet adopted standardized street numbers, so Russell provided travelers with general directions to get them to the vicinity of the house and enough information to find it once they spoke with some locals. Anyone who made their way to the “State-House” could then ask anyone they encountered about Russell’s boarding house, though they might more efficiently find it by invoking Benjamin Bagnall’s name since Russell apparently only recently acquired the property. Describing the landmark according to local knowledge would get guests to Russell’s door.
In promoting his boarding house, Russell joined entrepreneurs who ran taverns and inns who advertised in newspapers published in other cities. While they certainly welcomed local custom, they believed that marketing their establishments in publications in other towns would generate additional business. Russell seemed certain enough of it that he invested in advertising in the Providence Gazette for six weeks rather than starting with the standard three-week run for his advertisement. With the arrival of spring, he likely anticipated more travelers from Providence and its environs making their way to Boston. Russell stood ready to provide them with lodgings.
