Brand

February 24

Carl Robert Keyes Daily Advert Update , , ,

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

Feb 24 - 2:24:1770 Providence Gazette
Providence Gazette (February 24, 1770).

“To be Sold at the GOLDEN EAGLE.”

An advertisement in the February 24, 1770, edition of the Providence Gazette advised readers of “CHOICE FRESH LEMMONS To be Sold at the GOLDEN EAGLE, in Providence.”  The advertiser realized that many prospective customers, especially those who resided in Providence, did not need additional information to locate the shop with the lemons.  Simply stating the name of the sign that adorned the location was sufficient to allow readers to make their way to the shop operated by Joseph Russell and William Russell.  In other advertisements they noted that their “Store and Shop, the Sign of the Golden Eagle” was “near the Court-House, Providence,” but they frequently listed their location solely as “the GOLDEN EAGLE.”

In so doing the Russells created a brand to represent their business.  The “Sign of the Golden Eagle” did more than merely mark a location in Providence.  The Golden Eagle was not fixed in place, tied to a specific building or street, but instead circulated as an idea, a depiction of the Russells, their “Store and Shop,” and the goods they sold to colonial consumers.  The proprietors considered it such a powerful symbol that they did not even deem it necessary to include their names in many of their advertisements.  “To be Sold at the GOLDEN EAGLE” communicated to prospective customers all that they needed to know, not only about the location of the goods but also the reputation of the purveyors of those goods.

The Russells were not alone in adopting a shop sign as a representation of their enterprise in eighteenth-century America, but they were on the leading edge when it came to completely substituting their sign for themselves.  In the late 1760s and early 1770s, few other advertisers so regularly ran notices that eliminated their names in favor of solely invoking the image that they had chosen to depict their business.

September 7

Carl Robert Keyes Daily Advert Update , , , , , ,

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

Sep 7 - 9:7:1769 Pennsylvania Gazette
Pennsylvania Gazette (September 7, 1769).

“At the Sign of the Boot and Shoe.”

In an advertisement that ran in the September 7, 1769, edition of the Pennsylvania Gazette, boot- and shoemaker James Kedmon reported that he had “lately arrived from Europe” and opened a shop on Water Street in Philadelphia. The newcomer certainly knew how to make his presence known in the public prints. His advertisement featured a woodcut depicting a boot flanked by two shoes. The woodcut occupied approximately the same amount of space as the copy for Kedmon’s advertisement, representing a significant expense. In addition, the shoemaker had to commission the woodcut in the first place, but he apparently anticipated a return on his investment.

After all, this visual image distinguished his advertisement from all of the others that ran on the same page. None of them included visual images. Only two other images appeared elsewhere in the same issue. An advertisement on another page included a smaller woodcut that depicted a ship at sea, a stock image that would have belonged to the printers rather than being created for the exclusive use of an advertiser. Eighteenth-century readers regularly encountered multiple variations of such images of ships in a single issue of a newspaper. The masthead also included a familiar image inspired by William Penn’s coat of arms; it appeared in every issue. The September 7 edition, like every other, consisted almost entirely of text. As a result, readers’ eyes would have been drawn to the woodcut of the boot and shoes, a unique feature, when perusing the Pennsylvania Gazette.

A border enclosed that boot and shoes, transforming the woodcut into a depiction of a shop sign rather than just the merchandise Kedmon offered for sale. The shoemaker informed prospective customers that they could find him “at the Sign of the Boot and Shoe.” The woodcut may have faithfully replicated the sign that marked Kedmon’s shop; even if it did not, it suggests the type of images colonists would have seen as they traversed the streets of Philadelphia and other cities and towns. The consistent use of text and images invoking “the Sign of the Boot and Shoe” represented an eighteenth-century attempt at branding. Kedmon sought to make his presence in a new location known not only through newspaper advertisements but also through careful coordination with the images he displayed at his ship on Water Street. His newspaper advertisement with a striking woodcut was part of a larger campaign to attract customers.

November 19

Carl Robert Keyes Daily Advert Update , , , , , ,

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

Nov 19 - 11:19:1768 Providence Gazette
Providence Gazette (November 19, 1768).

“To be Sold at the GOLDEN EAGLE.”

An advertisement that ran several times in the Providence Gazette in the fall of 1768 informed readers quite simply of “TAR, PITCH and TURPENTINE, to be Sold at the GOLDEN EAGLE.” The notice did not provide additional information about the location of the shop or the proprietor. In another advertisement inserted simultaneously, Joseph Russell and William Russell hawked a variety of hardware goods they carried “at their Store and Shop, the Sign of the Golden Eagle, near the Court-House, Providence.”

Other entrepreneurs who advertised in the Providence Gazette provided directions to aid prospective customers in finding their places of business. E. Thompson and Company stocked a variety of merchandise “At their STORE, near the Great Bridge.” Samuel Chaice also relied solely on a prominent landmark when he advised readers of the inventory “At his Store, just below the Great Bridge, in Providence.” Others deployed a combination of landmarks and shop signs. James Arnold and Company, for instance, promoted an assortment of goods available “At their STORE, the Sign of the GOLDEN FOX, near the Great Bridge.” Clark and Nightingale invited customers to visit them “At their Store, the Sign of the Fish and Frying-Pan, opposite Oliver Arnold’s, Esquire.” The colophon doubled as an advertisement for job printing done “by JOHN CARTER, at his PRINTING-OFFICE, the Sign of Shakespear’s Head.”

Those advertisements that included shop signs also developed a brand that identified the proprietors, though not necessarily their merchandise. The shop signs became sufficient identification for their enterprises, as was the case with the Russells’ advertisement that did not list their names but instead simply noted readers could purchase tar, pitch, and turpentine “at the GOLDEN EAGLE.” The Russells were among the most prominent merchants in Providence. They were also the most prolific advertisers in the Providence Gazette in the late 1760s. As a result, they did not need to provide their names or further directions in some of their advertisements. They trusted that the public was already familiar with the sign of the “GOLDEN EAGLE,” so familiar as to render any additional information superfluous. Their frequent advertisements aided in associating the image of the “GOLDEN EAGLE” with their business and their commercial identity.

June 26

Carl Robert Keyes Daily Advert Update , , , , ,

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

Jun 26 - 6:23:1768 Pennsylvania Gazette
Pennsylvania Gazette (June 23, 1768).

“The BUNCH of GRAPES.”

When Josiah F. Davenport opened the Bunch of Grapes inn and tavern in Philadelphia in the late spring of 1768 he placed advertisements in newspapers published in both New York and Philadelphia, alerting travelers and local residents alike to the many entertainments and amenities he provided. Davenport’s first advertisements in the Pennsylvania Chronicle included a woodcut that presumably depicted the sign that marked the location of his establishment: a bunch of grapes suspended from a signpost. Such a specialized woodcut, specific to Davenport’s business, certainly enhanced the advertisement and increased the probability that it would attract the attention of potential patrons, but it was also an additional expense. Unlike the woodcuts of horses, houses, ships, and slaves that were part of any newspaper printer’s collection of type, other woodcuts that appeared in eighteenth-century advertisements belonged to the advertisers who had commissioned them.

Such was the case with Davenport’s woodcut that replicated his sign. He likely considered it an important investment when it came to building his brand, especially since the Bunch of Grapes occupied an inn “for some time known by the name of the BULL’s HEAD.” The success of his new enterprise depended in part on those previously familiar with the former tavern now associating the same location with the Bunch of Grapes. Both the sign and the woodcut aided in strengthening his brand recognition among residents of Philadelphia he hoped would visit his “genteel HOUSE of ENTERTAINEMNT … for the best fare and civilest treatment,” whether they gathered for “business or recreation.”

Yet there were limits to how much Davenport considered necessary to invest in visual representations of his brand. He did not commission separate woodcuts to accompany his advertisements that appeared in newspapers published in Philadelphia. Instead, he had one woodcut that first accompanied his advertisements in the Pennsylvania Chronicle before reappearing in advertisements in the Pennsylvania Gazette. A notch or indentation in the upright portion of the signpost confirms that Davenport shuttled a single woodcut between printing offices. He was not the only advertiser who made that choice. In New York, Gerardus Duyckninck inserted his elaborate woodcut in multiple newspapers, one after the other in succession. Although an effective means of making advertisements distinctive, woodcuts incurred additional expenses. Some advertisers who commissioned them attempted to maximize the returns on their investments by rotating them through several newspapers.

May 19

Carl Robert Keyes Daily Advert Update , , , , ,

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

May 19 - 5:19:1768 Pennsylvania Gazette
Pennsylvania Gazette (May 19, 1768).

“The Cork of each Bottle will be stamped.”

Timothy Matlack promoted his “Philadelphia brewed BOTTLED BEER” in an advertisement in the May 19, 1768, edition of the Pennsylvania Gazette. The brewer encouraged “Masters of Vessels, and others” to purchase his beer, describing it as “remarkably pale, and very good.” His advertisement also revealed that he engaged in a practice that amounted to branding his beer, marking his product in such a way that made it easy for consumers to recognize and associate it with a particular brewer. He informed prospective customers that “[t]he Cork of each Bottle will be stamped” with his name and an abbreviation for Philadelphia.

Matlack had been marking the corks that stoppered bottles containing his beer for quite some time. Two years earlier, in an advertisement in the Pennsylvania Journal, he reported that his beer “will be stamped on the cork with black letters.” (For more biographical information about Matlack, including his famous connection to the Declaration of Independence, see the entry that examined that previous advertisement.) His advertisement in the Pennsylvania Gazette, however, featured an innovation. With increased attention to typography, this advertisement more accurately depicted the likely appearance of the stamp. It arranged the three words that identified the beer on three lines, centering them just as they would appear on the cork:

TIM

MATLACK

PHILAD.

No matter where throughout the Atlantic world “Masters of Vessels” happened to transport Matlack’s beer, those who consumed it would always be able to identify its origins and its brewer. Matack planned ahead in anticipation that those who drank his beer would appreciate its taste or quality, especially after being stored and shipped long distances. He made sure they encountered tangible reminders of where to obtain more the next time they needed to provision their ships or make purchases for other sorts of consumption. While he certainly did not achieve the name recognition associated with modern breweries, Matlack made efforts – in print and on the packaging of his product – to induce customers to associate his name with a beverage that might otherwise have seemed generic.

February 27

Carl Robert Keyes Daily Advert Update , , , , ,

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

Feb 27 - 2:27:1768 Providence Gazette
Providence Gazette (February 27, 1768).

“At the Sign of the Brazen Lion.”

Its length alone would have made Edward Thurber’s advertisement in the February 27, 1768, edition of the Providence Gazette difficult to miss. Listing dozens of items he offered for sale, it extended for nearly an entire column. Yet Thurber did not rely solely on the amount of space the advertisement occupied to attract the attention of potential customers. He incorporated a bit of visual flair by inserting a woodcut.

For quite some time he had been advertising in the Providence Gazette, but usually in conjunction with Benjamin Thurber. Their shared notices informed readers that they operated separate shops even though they worked together to acquire merchandise. Benjamin could be found at the Sign of the Bunch of Grapes and Edward at the Sign of the Brazen Lion. They did not insert any images in their joint advertisements, but when Edward commenced advertising on his own he commissioned a woodcut that depicted his Sign of the Brazen Lion. Perhaps he had more creative freedom on his own. Maybe Benjamin had not wished to invest in a corresponding woodcut of the Sign of the Bunch of Grapes. Maybe the partners thought that two woodcuts in a single advertisement would have appeared too crowded or too confusing. Maybe they mutually determined that when they bought space in the local newspaper that they wanted to fill it with copy rather than woodcuts. Whatever their reasons, the Thurbers did not experiment with visual images in their joint advertisements. That changed when Edward advertised separately.

Although it did inject a visual element into his advertisement, Edward’s woodcut was rather primitive compared to some that accompanied advertisements in newspapers published in larger cities, especially New York and Philadelphia. His woodcut quite literally depicted a signpost with a crudely carved lion suspended from it. While not the most impressive woodcut, it does testify to a sight that colonists would have glimpsed as they traversed the streets of Providence. Apparently Edward Thurber’s sign was not a board painted with the image of a lion but rather a piece of wood carved into either a two- or three-dimensional lion. In and of itself, such a sign would have been a significant investment, but well worth the price as it became a brand consistently used on the exterior of the shop and in newspaper advertisements. Edward Thurber further advanced his use of this brand in his advertising by including a woodcut that visually reiterated the copy that directed potential customers to “the Sign of the Brazen Lion.”

February 14

Carl Robert Keyes Daily Advert Update , , , , , , , ,

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

Feb 14 - 2:11:1768 Pennsylvania Gazette
Pennsylvania Gazette (February 11, 1768).

“All the mustard put up in bottles, has the above stamp pasted on the bottles.”

Readers of the Pennsylvania Gazette would have been familiar with the “genuine FLOUR of MUSTARD” and chocolate that Mary Crathorne advertised in February 1768. Her husband, the late Jonathan Crathorne, had previously produced and sold chocolate and mustard with Benjamin Jackson, but when that partnership dissolved the two men each continued in the business. Sometimes their advertisements appeared one after the other in the Pennsylvania Gazette, as was the case in the November 21, 1765, edition.

Jonathan Crathorne’s advertisement included the same woodcut that his wife later used to promote the business that she operated after his death. It featured a seal flanked by a bottle of mustard on the left and a brick of chocolate on the right. The seal incorporated William Penn’s insignia, a shield decorated with three silver balls, but it bore the words “J. CRATHORN’S PHILADA FLOUR OF MUSTARD.” Crathorne associated pride in the colony with his own products.

After they parted ways, Jonathan Crathorne and Benjamin Jackson engaged in a prolonged public dispute in their advertisements. Mary Crathorne was not as aggressive as her husband in that regard, but the widow did not that “her late husband went to a considerable expence in the erecting, and purchasing out Benjamin Jackson’s part” of “those incomparable mustard and chocolate works at the Globe mill, on Germantown road.”

Mary Crathorne did not want her product confused for any other. To that end, the woodcut in her newspaper advertisement had a purpose that went beyond drawing the attention of readers. “All the mustard put up in bottles,” she reported, “has the above stamp placed on the bottles.” Similarly, “the paper round each pound of chocolate has the same stamp thereon.” To avoid competitors’ products being mistaken for her mustard and chocolate, the widow Crathorne deployed the woodcut from her advertisements as a brand to mark her merchandise. Her husband may have followed the same practice, but his advertisements did not explicitly state that was the case. Perhaps as a woman running a business in a marketplace dominated by men Mary Crathorne found it necessary to devise additional means of promoting her products. She made it easy for consumers to recognize her mustard and chocolate by making sure they were labeled with some sort of trademark that identified the producer.