January 30

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

Supplement to the Boston-Gazette (January 28, 1771).

“I think it my Duty to acquaint the Publick, that I met with a Doctor … [who] made a sound Cure of me.”

One brief advertisement in the supplement that accompanied the January 21, 1771, edition of the Boston-Gazetteconsisted entirely of a testimonial by Eleanor Cooley about the medical services provided by Charles Stephen Letester of Braintree.  Physicians and purveyors of patent medicines sometimes published testimonials as portions of their newspaper advertisements in the eighteenth century, but rarely did they confine their advertising solely to testimonials.  Assuming that Letester and Cooley collaborated on the advertisement and Letester paid to insert it in the newspaper, he must have believed that Cooley’s testimonial was sufficient recommendation to convince prospective clients to avail themselves of his services.

WHEREAS I Eleanor Cooley,” the grateful patient declared, “have had a Burst in the Side of my Belly for Twelve Years, with a Dropsey and several other Disorders:  I think it my Duty to acquaint the Publick, that I met with a Doctor in the Town of Braintree, that with the Help of God, has made a sound Cure of me:  His Name is CHARLES STEPHEN LETESTER.”  This testimonial put Letester in competition with others who provided medical care of various sorts, including Oliver Smith.  In an advertisement almost immediately to the left of Cooley’s testimonial, Smith informed readers that he carried a “compleat Assortment of DRUGGS & MEDICINES, Imported in the last Ships from London, and warranted genuine.”  Especially for colonists who had attempted to find relief via various remedies sold by apothecaries, Cooley’s testimonial about Letester may have provided new hope sufficient to incite them to consult with the doctor.

In this instance, Letester did not recite his credentials, his training, his extensive experience, or his prominent clients, strategies often deployed by other doctors in their newspaper advertisements.  Instead, he relied on a firsthand account of his care for a single patient, one who was not famous but perhaps more relatable to prospective clients as a result.

July 21

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

Jul 21 - 7:21:1768 Virginia Gazette Rind
Virginia Gazette [Rind] (July 21, 1768).
“I shall … give relief in all sicknesses, even the most desperate.”

When De Lacoudre, a “FRENCH Doctor,” settled in Norfolk in the summer of 1768, he placed an advertisement in Rind’s Virginia Gazette to inform readers of the services he provided. “I possess the most efficacious remedy,” he boasted, “to cure some sicknesses with which the country appears to be much afflicted,” especially “scurvy distempers.” In addition, he claimed that he could “cure distempers of the eyes, ears, and deafness, couching or taking away cataracts, though the person may have been deprived of sight or hearing for many years.” Furthermore, De Lacoudre promoted his “infallible remedy for all sorts of wounds, and scorbutick, schirrous, and scrophulous ulcers of all sorts.” To top it all off, he was qualified to perform “all sorts of operations in surgery and man midwifery,” including when women were “in imminent danger of life.” The doctor could even make diagnoses and recommend treatments from afar. He instructed those who lived “too great a distance” from Norfolk to send their urine. In turn, “they shall have proper advice.”

De Lacoudre did not merely announce that he possessed these various abilities. Considering that he was new to the colony and the community of readers and prospective patients did not know him or have previous experience seeking his advice and remedies, the doctor first listed his credentials. He began with his education, indicating that he bad been a “pupil of Doctors Guerin and Morant, both members of the Royal Academy of Paris and Montpelier, Physicians and Surgeons to the King of France.” Upon receiving that training, he performed operations in several countries, “authorized by certificates, from Princes, Generals, Governors, and City Corporations.” De Lacoudre expected one certificate in particular to impress the residents of Virginia, the one issued “from his Britannick Majesty, King George III.” Developing relationships of trust with patients required time. Until he had time to interact with patients and establish a reputation among Virginians, De Lacoudre expected his credentials would offer reassurance about his skills as a physician. This was a common strategy among advertisers who provided medical services, especially those who recently migrated from Europe. They sought to impress prospective patients by providing extensive descriptions of their training, experience, and approbation by nobles and other elites on the other side of the Atlantic.