May 13

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

May 13 - 5:13:1768 New-Hampshire Gazette
New-Hampshire Gazette (May 13, 1768).

“Not be obliged to wear out one Pair of Shoes, coming after another.”

Zechariah Beal, a cobbler, placed an advertisement in the May 13, 1768, edition of the New-Hampshire Gazette to announce that he had moved to a new location in Portsmouth. In addition to giving directions to his new shop, Beal also offered commentary on what he considered a sorry state for footwear in the port city. He pledged that his customers would “not be obliged to wear out one Pair of Shoes, coming after another,” a situation “which he is very sorry to hear is too much the Case in Portsmouth.”

In making this assertion, Beal buttressed his appeal to quality. He included one of the standard phrases to describe his workmanship, asserting that he made shoes “in the neatest and best Manner,” but he elaborated on that commonly deployed phrase by favorably contrasting his shoes others sold in the city, whether imported or made locally. Too many colonists purchased shoes that wore out too quickly, forcing them to continuously replace them. Beal set about remedying that situation.

The industrious shoemaker balanced that marketing strategy with an appeal to customer service. Like many others in the garment trades, he declared that his clientele “may depend on being punctually served,” but once again he elaborated on the standard language inserted in many eighteenth-century advertisements. Beal guaranteed that his customers would “have their Work done at the Time appointed.” He would not inconvenience or disappoint them by not meeting the deadlines determined at the time customers contracted his services.

Beal took an innovative approach to writing the copy for his notice in the New-Hampshire Gazette. He started with some of the most common appeals to quality and customer service, but then elaborated on those appeals as a means of distinguishing both his advertisement and his business. Eighteenth-century newspapers advertisements for consumer goods and services often appear static at first glance, but Beal and others incorporated all sorts of variations to make their notices distinctive as they sought to incite demand among prospective customers.

June 22

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

Jun 22 - 6:22:1767 Boston Post-Boy
Boston Post-Boy (June 22, 1767).

“She undertakes to make and mend Men’s Leather Shoes.”

Elizabeth Shaw, “Shoe-Maker, from Europe,” was not the only woman who placed a newspaper advertisement for consumer goods and services in a colonial newspaper 250 years ago today. Mary Hill also inserted a commercial notice in the Boston Post-Boy, informing potential customers that she sold a “Variety of Millinary.” Priscilla Manning informed readers of the Boston Evening-Post that she carried a “Variety of English & India GOODS” at her shop. In other colonies, Mary Maylem’s advertisement for a “neat Assortment of fashionable GOODS” appeared in the Newport Mercury. The Widow Hays hawked “ALL Sorts of PICKLES … with several Sorts of SWEET MEATS” in the New-York Gazette while Margaret Collins and Elizabeth Bevan each placed her own advertisement for “Gentlemen Lodgers” in the New-York Mercury. Mrs. Adams did not place a separate advertisement in the South Carolina Gazette, but writing master William Adams indicated near the end of his notice that “Mrs. Adams will teach young ladies to sew” and planned to acquire “a compleat assortment of millinary” to retail on her own.

Shaw joined the ranks of other women who entered the marketplace by inserting an advertisement in the public prints, but the nature of her business differed from the other women who advertised on the same day. Among those who sold goods, Manning and Maylem operated shops where they sold all kinds of imported goods, but especially textiles and housewares. Hill specialized in selling millinery and also made her own hats to sell to other women. Hays provided food to her customers. Collins, Bevan, and Adams extended their domestic responsibilities into business endeavors, the first two taking in boarders and Adams teaching girls to sew. Although they all entered the marketplace, these women followed occupations deemed appropriate to their gender. Shaw, on the other hand, practiced a trade more often associated with men, though not their exclusive domain. She did not limit herself to predominantly female clients, but instead made and repaired “Men’s Leather Shoes” as well. The other female advertisers demonstrated what was probable when it came to women’s occupations in colonial America, but Shaw’s advertisement testified to what was possible.