Cyrus Baldwin

January 16

Carl Robert Keyes Daily Advert Update , , ,

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

Boston Evening-Post (January 16, 1775).

“Those noble Supporters and Defenders of the Liberties of their Country, who have signed the League and Covenant.”

The decorative border around Cyrus Baldwin’s advertisement in the January 16, 1775, edition of the Boston Evening-Postdrew attention to it … and the shopkeeper wanted the entire community to see what he had to say about the “great Variety of English, India and Scotch Goods” that he offered for sale “at his Shop in Cornhill, Boston.”  It was a message not only for “his good Customers” but “especially those noble Supporters and Defenders of the Liberties of their Country, who have signed the League and Covenant.”  Baldwin could have invoked the Continental Association that went into effect on December 1, 1774, but made an even stronger statement about fidelity to the American cause demonstrated by some of his customers.

As summer approached in 1774, the Boston Committee of Correspondence disseminated the Solemn League and Covenant, a nonimportation agreement drafted by Samuel Adams and Joseph Warren in response to the Boston Port Act.  Colonizers in Boston and throughout Massachusetts debated the measure, some enthusiastically signing and others arguing that they should wait to engage in a coordinated effort that spanned the colonies.  When the First Continental Congress met in Philadelphia in September and October, the delegates devised a nonimportation pact, the Continental Association, to achieve that unified response.  Newspapers carried details in their coverage of the meetings, printers published and sold pamphlets that included the Continental Association along with other “EXTRACTS FROM THE VOTES AND PROCEEEDINGS OF THE AMERICAN CONTINENTAL CONGRESS,” some printers published broadside versions of the Continental Association for easy reference in homes and offices, and advertisements documented goods surrendered and sold under the conditions of the tenth article of the Continental Association.

Baldwin could have made an appeal to consumers who adhered to the Continental Association.  Instead, he sought to associate his customers and his goods with the uncompromising spirit of the Solemn League and Covenant drafted as soon as the colonies received word about the Boston Port Act.  The resolve of many colonizers strengthened as news about the other Coercive Acts – the Massachusetts Government Act, the Administration of Justice Act, and the Quartering Act – arrived, yet Baldwin declared that many of his customers had been unwavering in their determination to take action before receiving dispatch after dispatch about new abuses perpetrated by Parliament.  Even those who had not signed the Solemn League and Covenant could ameliorate their regrets, Baldwin suggested, by making purchases alongside others who had been “noble Supporters and Defenders of the Liberties of their Country” months before the Continental Association.  As the imperial crisis intensified, he offered consumers an opportunity to revise how they remembered their participation in resistance efforts.

December 27

Carl Robert Keyes Daily Advert Update , , , , ,

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

Boston Evening-Post (December 27, 1773).

“The above Teas were imported before any of the East-India Company’s Tea arrive, or it was known they would send any on their own Account.”

Cyrus Baldwin advertised “Choice Bohea and Souchong Tea” in the December 20, 1773, edition of the Boston Evening-Post, the first issue published following the protest now known as the Boston Tea Party.  In an effort to convince both prospective customers and the general public that he traded in good faith, he appended a nota bene to assert that his teas “were imported before any of the East-India Company’s Tea arrive, or it was known they would send any on their own Account.”  Three days later, he ran a similar advertisement in the Massachusetts Spy.  That notice included new merchandise, but it still listed “CHOICE Bohea and Souchong Teas” and concluded with the same nota bene.  As the politics of tea became a main topic of discussion, in town meetings, in the press, in everyday conversation, did not decide to discontinue his advertisements presenting tea for sale at his shop in Boston.

Boston-Gazette (December 27, 1773).

On December 27, Baldwin once again advertised in the Boston Evening-Post, replacing his advertisement from the previous issue with the one from the Massachusetts Spy.  In addition, that advertisement, complete with the nota bene, also ran in the Boston-Gazette on December 27.  Over the course of several days, Baldwin inserted it in three of the five newspapers published in Boston at the time.  Notably, neither Isaiah Thomas, the printer of the Massachusetts Spy, nor Benjamin Edes and John Gill, the printers of the Boston-Gazette, rejected the advertisement, though they had earned reputations as the printers who most vociferously advocated for the patriot cause and critiqued Parliament and colonial officials.  Did their willingness to publish the advertisement serve as tacit endorsement of the rationale Baldwin offered to justify selling his tea?  Maybe not.  The printers may have been too busy participating in events as they unfolded after the Boston Tea Party and gathering news from near and far that they did not scrutinize the contents of all the advertisements submitted to their printing offices.  After all, other merchants and shopkeepers continued to advertise tea in the Boston-Gazette and the Massachusetts Spy.  The printers may not have examined each advertisement closely to spot tea among the lists of merchandise.  They might have also been satisfied, at least for the moment, because they knew any tea sold by Baldwin and others had not been acquired via the problematic shipments that ended up in the harbor rather than in shops and stores.

As colonizers, including “Venders of Tea,” debated what to do next following the Boston Tea Party, they did not immediately cease advertising, buying, selling, and drinking tea.  Following strategies that they adopted in response to the Stamp Act and the Townshend Acts, they eventually devised nonimportation and consumption agreements.  Loyalists like Peter Oliver accused patriots, especially women, of cheating on those agreements.  Such indiscretions would have been a continuation of the flexibility toward tea exhibited in newspaper advertisements published in the days immediately after the Boston Tea Party.

December 26

Carl Robert Keyes Daily Advert Update , , , ,

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

Massachusetts Spy (December 23, 1773).

“The above teas were imported before the East India Company’s teas arrived, or it was known that they would send any here on their own account.”

A week after colonizers in Boston dumped tea into the harbor in an event now known as the Boston Tea Party, Cyrus Baldwin continued to advertise “CHOICE Bohea and Souchong Teas, best Hyson ditto.”  His advertisement on the December 23, 1773, edition of the Massachusetts Spy, like his advertisement that ran in the Boston Evening-Post three days earlier, concluded with a nota bene declaring that the “teas were imported before the East India Company’s teas arrived, or it was known that they would send any here on their own account.”  That previous advertisement ran below a “NOTIFICATION” that called on “all the Dealers in, and Venders of Teas” to attend a meeting on December 21 for the purpose of “determining on suitable Measures to be adopted, and to cooperate with a great number of respectable Inhabitants of this Province, express’d by a Vote of their late Assembly to suppress the Use of that detested Article.”  Those who attended did not reach any final decisions.  Instead, a notice dated December appeared in the Massachusetts Spy, advising the “Traders in TEA … that their meeting stands Adjourned to THIS Evening at 5 o’clock, at the Royal-Exchange Tavern.”

In addition to that brief notice, the December 23 edition of the Massachusetts Spy, the first published since the Boston Tea Party, included several articles and editorials about tea.  Among the local news in the first column on the first page, readers learned that East India Company’s tea commissioners remained at Castle William on an island in the harbor.  Mixing news and editorial, this update stated, “Their obstinacy has rendered them infinitely more obnoxious to their countrymen than even the Stamp-Masters were.”

Elsewhere on the first page, a letter to the printer, Isaiah Thomas, signed by “A WOMAN,” objected to the recitation “a great number of arguments used to persuade the ladies to leave off the use of [tea].”  The correspondent inquired, “If Tea has been really known to be a baneful weed, a poisonous draught, &c. why were not these arguments used against the use of it in former times, before it was thought a political evil?”  She also noted that “gentlemen as well as ladies” enjoyed drinking tea and derived benefits to their health from doing so.  However, she did not make these arguments to justify continuing to consume the beverage.  Instead, she wished to be presented with a rationale for boycotting tea “such as will convince persons who are capable of using their reason,” whether male or female.  To that end, she recommended that “the gentlemen who are fully acquainted with all the political reasons for discarding the use of Tea … to publish a full and plain narrative of fact, so that we might see how it comes to pass that the use of Tea is a political evil in this country.”  If men were to instruct women “in all they know” about the political implications of drinking tea “it would be a much more probable method to make us leave off the use of it than the calling it hard names, and telling us scare-crow stories about it.”  Women participated in politics through their decisions in the marketplace.  When treated as capable of understanding rational arguments, the correspondent suggested, women would join with men in more effective and powerful resistance to Parliament’s abuses.

Three other letters to the printer expressed outrage over tea, while a news article offered an overview of the town meetings that occurred in the days before colonizers disguised as Indians boarded three ships and destroyed the tea they carried.  Another article described that event: “A number of brave and resolute men, determined to do all in their power to save their country from the ruin which their enemies had plotted, emptied every chest of tea on board the three ships … without the least damage done to the ships or any other property.”  According to this article, “The masters and owners are well pleased that their ships are thus cleared; and the people are almost universally congratulating each other on this happy event.”

Among the advertisements, Baldwin was not the only shopkeeper who promoted tea in the December 23 edition of the Massachusetts Spy, though he alone inserted an explanation about when he acquired the tea in hopes of convincing the community that he could sell it in good conscious and prospective customers that they could purchase and drink it in good conscious.  Even as many colonizers in Boston and other towns called for a boycott of tea, many retailers and consumers did not immediately cease buying and selling the popular beverage.

December 20

Carl Robert Keyes Daily Advert Update , , , , ,

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

Boston Evening-Post (December 20, 1773).

“The above Teas were imported before any of the East-India Company’s Tea arrived, or it was known they would send any on their own Account.”

Cyrus Baldwin hoped to sell the “Choice Bohea and Souchong Teas” that he stocked at his shop in Boston while he still had a chance.  Tea had become a lightning rod for political discourse throughout the fall of 1773, thanks to the Tea Act and the arrival of ships carrying tea on behalf of the East India Company.  That discourse erupted into a protest that involved the destruction of the tea on those ships when colonizers disguised as Indians tossed the tea into the harbor, an event now known as the Boston Tea Party.  That put Baldwin in a difficult position, especially as discussions about boycotting tea occurred at the town meeting.  When he advertised bohea, souchong, and hyson tea in the December 20 edition of the Boston Evening-Post, just four days after the East India Company’s tea went into the harbor, Baldwin appended a nota bene to inform prospective customers and the general public that “[t]he above Teas were imported before any of the East-India Company’s Tea arrived, or it was known they would send any on their own Account.”  Baldwin justified selling the tea he already stocked.  He also sought to give consumers a reasonable justification for purchasing his tea before the situation became any more volatile and they faced condemnation from the community.

Massachusetts Gazette and Boston Post-Boy (December 20, 1773).

Baldwin’s advertisement ran immediately below a “NOTIFICATION” that summarized a meeting “of some of the principal Venders of TEAS in Boston” that took place on Friday, December 17, the day after the protest on the docks.  The same notification ran in all three newspapers published in Boston on Mondays, the Boston Evening-Post, the Boston-Gazette, and the Massachusetts Gazette and Boston Post-Boy.  It reported that “Venders of TEAS” met for the purpose of “consulting and determining in suitable Measures to be adopted, and to cooperate with a great number of respectable Inhabitants of this Province, express’d by a Vote of their late Assembly to suppress the Use of that detested Article.”  They did not, however, reach any conclusions.  Instead, they “agreed that a general and full Meeting should be convened” on December 20 “where it is desired and expected that all the Dealers in, and Venders of Teas will punctually attend.”  That included Baldwin as well as Archibald Cunningham, William Jackson, Samuel Allyne Otis, and Elizabeth Perkins, all of whom advertised tea in the December 20 edition of the Boston Evening-Post, though none of the others included the same sort of disclaimer that Baldwin carefully inserted in his advertisement.  A nota bene warned, “It is earnestly desired, that those concerned would not fail of giving attendance at the Time fix’d.”

The notice in the Massachusetts Gazette and Boston Post-Boy included an additional note: “A common Cause is best supported by a common Association.—The Defence and Maintenance of our Rights and Liberties is the common Cause of every American; and therefore all should unite, Hand in Hand, in one common Association in order to support it.”  Answering the abuses perpetrated by Parliament, this note suggested, did not depend on a uniform response by “Venders of TEAS” alone but rather the support and concerted efforts of consumers to abide by whatever measures colonizers in Boston adopted when they voted at town meetings.  Everyone had a duty to defend American liberties via the choices they made about how they participated in the marketplace.  For the moment, however, Cyrus Baldwin just wanted to sell the tea that he claimed he imported before the crisis commenced.

July 23

Carl Robert Keyes Daily Advert Update , , , ,

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

Jul 23 - 7:23:1770 Boston-Gazette
Boston-Gazette (July 23, 1770).

“American Manufacture.”

Cyrus Baldwin divided his advertisement in the July 23, 1770, edition of the Boston-Gazette into two parts.  The first part, much longer than the second, looked much like other advertisements placed by shopkeepers during the period.  It listed a variety of items for sale at Baldwin’s shop.  The second part included a separate headline.  That alone made the entire advertisement distinctive compared to others that ran in the Boston-Gazette and other newspapers.

The headline announced that the second part listed goods of “American Manufacture.”  Baldwin carried “WORSTED Wilton, Middlesex Serge and plain Cloth, Shoe and Coat Bindings, Knee Garters, [and] Basket Buttons” made in the colonies.  He concluded the list with “&c.” (the eighteenth-century abbreviation for et cetera) to suggest that he stocked even more items produced locally rather than imported.  By inserting this headline and highlighting a second category of merchandise available at his shop, Baldwin both offered consumers an opportunity to practice politics when they shopped and encouraged them to do so.

The nonimportation agreement adopted to protest duties on certain imported goods imposed by the Townshend Acts was still in effect in Boston.  At the time that merchants and traders adopted the measure, residents of the city also advocated that colonists encourage “domestic manufactures” through the production and consumption of goods in the colonies.  Such goods provided an alternative to imported goods that became politically toxic, yet the repeal of the Townshend duties was not the only reason to buy American products.  Colonists also worried about a trade imbalance with Britain.  Encouraging domestic manufactures provided employment for colonists while reducing reliance on imported goods.  Yet such encouragement could not be confined to production alone.  Retailers and consumers had to play their parts as well.  Baldwin did so by stocking goods produced in the colonies and calling particular attention to them in his advertisements.  Consumers then had a duty to heed the call by choosing to purchase “American Manufacture[s].”  Baldwin made it easy for them to identify goods that fit the bill.

January 1

Carl Robert Keyes Daily Advert Update , , , ,

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

Jan 1 1770 - 1:1:1770 Boston-Gazette
Boston-Gazette (January 1, 1770).

“Imported from LONDON (before the Non-Importation Agreement took Place).”

Cyrus Baldwin hoped for prosperity in the new year, greeting 1770 with an invitation for prospective customers to visit his shop at “the Sign of the Three Nuns and Comb” on Cornhill Street in Boston. His advertisement listed a variety of items in stock, including textiles (“Shalloons, Tammies, Durants” and others), tea, coffee, and “other Articles too many to be here enumerated.” Baldwin made clear that he offered choices to consumers.

He also made clear that he abided by the nonimportation agreement adopted by Boston’s merchants and traders in protest of the duties imposed on imported paper, glass, lead, paint, and tea by the Townshend Acts. Like other eighteenth-century retailers, he noted that his goods were “Imported from LONDON,” but he carefully clarified that they had arrived in the colonies “before the Non-Importation Agreement took Place.” Usually advertisers emphasized how recently their merchandise arrived from London and other English cities, but in this case Baldwin realized that many prospective customers would find items imported more than a year ago more attractive and more politically palatable.

It made sense for Baldwin to take this approach. His advertisement appeared at the bottom of the center column on the first page of the January 1, 1770, edition of the Boston-Gazette. Edes and Gill, the noted patriot printers of that newspaper, set the tone for the entire issue with the first item in the first column: “A LIST of the Names of those who AUDACIOUSLY continue to counteract the UNITED SENTIMENTS of the BODY of Merchants thro’out NORTH-AMERICA, by importing British Goods contrary to the Agreement.” This was a regular update that ran in several newspapers printed in Boston. The article accused six merchants and shopkeepers in Boston and another in Marlborough of preferring “their own little private Advantage to the Welfare of America,” labeling them “Enemies to their Country” and promising to view those who “give them their Custom … in the same disagreeable Light.”

Baldwin wanted that neither for himself nor his customers. He needed to make a living, but he did not wish to run afoul of the committee that oversaw the nonimportation agreement or his fellow colonists. To further demonstrate his compliance, he informed prospective customers that he sold “Red Drapery Baize manufactured in this Country, superior in Quality to those imported from England” in addition to goods that arrived from London many months earlier. The imperial crisis continued as a new year and a new decade began. In addition to news items and editorials, many advertisements for consumer goods and services captured the political tensions of the period.