Drugs

December 26

Carl Robert Keyes Daily Advert Update , , , , ,

Who was the subject of an advertisement in a revolutionary American newspaper 250 years ago today?

Dunlap’s Maryland Gazette (December 26, 1775).

“N.B. A Negroe woman Cook, healthy honest and sober, 33 years old.”

Alexander Stenhouse apparently wished to discontinue his medical supply business in Baltimore.  In the final week of December 1775, he placed advertisements in both Dunlap’s Maryland Gazette and the Maryland Journal that listed a “general Collection of DRUGS and MEDICINES” available for sale.  He added vials, “Large bottles for Distilled Waters,” “Pill pots of various sizes, labelled and plain,” “Mortars and pestles,” “Surgeons Instruments,” and other medical equipment.  He even included “Shop Furniture,” suggesting that he no longer needed it because he would no longer pursue that trade.  In addition, he declared that the “Drugs and Medicines will not be sold singly, so it is expected those who want will take an assortment.”  To make the offer even more attractive, Stenhouse promised a “considerable discount … to a person who will purchase the whole.”  Perhaps Stenhouse even intended to leave Baltimore.  His inventory concluded with a “Collection of Books, mostly modern publications,” and “Houshold and kitchen furniture, in general almost new.”

Stenhouse offered more than just the contents of his shop and home for sale.  In a nota bene that followed his signature, he described a “Negroe woman Cook, healthy honest and sober, 33 years old.”  The sale of that woman whose name was once known testifies to the widespread use of the early American press to perpetuate slavery and the slave trade.  At a glance, the phrases “TO BE SOLD” and “DRUGS and MEDICINES,” dominated Stenhouse’s advertisement.  The list of items for sale, divided into two columns, unlike any of the other in either newspaper, likely caught readers’ eyes as well.  Those aspects of Stenhouse’s advertisement overshadowed but did not eclipse the portion that offered an enslaved woman for sale.  The format did not indicate that Stenhouse felt any shame or embarrassment about selling a “Negroe woman Cook” and wanted to downplay it; instead, the format demonstrated just how casually enslavers incorporated such transactions into everyday advertising and routine business.  “N.B.” or nota bene, after all, meant “take note.”  Stenhouse wished for readers to “take note” that he wished to sell an enslaved woman as he “disposed of” the contents of his shop and home.

September 29

Carl Robert Keyes Daily Advert Update , , , , ,

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

Maryland Gazette (September 29, 1774).

“It is probable a non-importation agreement may be soon entered into by the colonies.”

In the fall of 1774, John Boyd advertised the “DRUGS and MEDICINES” available at “his medicinal store in Baltimore” in both the Maryland Gazette, published in Annapolis, and the Maryland Journal, published in Baltimore.  The latter was still so new that the apothecary realized many of his prospective customers still relied on the former as their local newspaper.  He reported that he just imported a “fresh and very general assortment” of patent medicines, “perfumery and grocery” items, spices, and medical equipment.

Boyd also leveraged current events in hopes of moving his merchandise.  At that moment, the First Continental Congress was meeting in Philadelphia, deliberating over responses to the Coercive Acts passed after the Boston Tea Party.  He reminded readers that “it is probable a non-importation agreement may be soon entered into by the colonies” and when that happened “our intercourse with Great Britain must of course be much interrupted, and regular supplies of goods from thence, not so easily obtained as hitherto.”  That being the case, he advised doctors, his “physical friends,” and his other customers to “supply themselves before my present stock is exhausted.”  In other words, they needed to make purchases while the items they needed or wanted were still available.  A boycott would result in scarcity and, eventually, empty shelves, storerooms, and warehouses.  Boyd was not the only entrepreneur making that argument.  In Charleston, Samuel Gordon recommended to “the Ladies” that they needed to buy his textiles, accessories, and housewares while supplies lasted because “a Non-importation Agreement will undoubtedly take Place here.”  Boyd’s advertisement made clear that it was not solely “the Ladies” who needed to worry about politics causing disruptions in the marketplace.

He vowed to do what he could to limit the effects, stating that he would “continue my importations by every opportunity,” though he carefully clarified that he would do so “conformable to any general restrictions that may take place.”  He would continue accepting shipments for as long as possible, replenishing his stock to ward off scarcity, yet there would come a time that he would have to yield to whatever agreement colonizers adopted.  His advertisement preemptively suggested to prospective customers that they should check with him when they discovered that other apothecaries no longer stocked their usual wares.  Colonizers had experienced nonimportation twice in the past decade, first in response to the Stamp Act and later in response to the duties on certain imported goods in the Townshend Acts.  Savvy entrepreneurs like Boyd reminded them how to prepare for what looked to be inevitable disruptions.

August 2

Carl Robert Keyes Daily Advert Update , , , , ,

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

Connecticut Courant (August 2, 1774).

“Opportunity to express the grateful Sense he retains, of the Favors of his Customers in Time past.”

In the summer of 1774, Seth Lee of Farmington ran an advertisement for a “neat and general Assortment of Drugs and Medicines” in the Connecticut Courant.  He advised prospective customers that he sold his wares “ON THE MOST REASONABLE TERMS,” hoping that the promise of bargains would entice them to shop at his store.  His merchandise included a variety of patent medicines, each of them so familiar that Lee merely listed a dozen of them without indicating which symptoms they alleviated or maladies they supposedly cured.  He also called attention to alcohol, groceries, paint, and other items that supplemented his inventory.  Lee peddled two popular beverages, coffee and chocolate, but did not mention tea, an increasingly problematic commodity following the Boston Tea Party the previous December and the Coercive Acts passed by Parliament in response.  Elsewhere in the August 2 edition, Amos Wadsworth and Fenn Wadsworth continued hawking “BOHEA TEA, (not infected with a duty),” while Samuel Wescote advertised “good TEA” without further explanation.

Rather than wade into consumer politics, Lee appended a note to his former customers and prospective new customers.  He declared that he wished “to express the grateful Sense he retains, of the Favors of his Customers in Time past.”  In addition to demonstrating his appreciation for their business, such sentiments also testified to his experience providing satisfactory service, an implicit appeal to new customers as Lee attempted to buttress his reputation.  As he continued, Lee included prospective customers in the invitation he extended to readers to shop at his store.  He addressed “all who will be kind enough to afford him their Custom,” pledging that “it shall be his constant Endeavour to supply them … with any of the above Articles, very cheap.”  Furthermore, they would receive exemplary customer service, with “the least Favorgratefully acknowledged.”  Lee highlighted prices at the beginning and end of his advertisement, but he did not make those “REASONABLE TERMS” the focus of his notice.  Instead, he emphasized the relationships he cultivated with customers in the past and would endeavor to continue providing as “their Humble Servant.”  Lee listed goods to attract attention, then sought to hold it by wooing readers with his devotion to customer service.

December 8

Carl Robert Keyes Daily Advert Update , , , , ,

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

Providence Gazette (December 8, 1770).

“Fresh from one of the best Druggists in London.”

Like many other apothecaries in colonial America, Amos Throop of Providence resorted to newspaper advertising to promote his wares and attract clients.  In an advertisement in the December 8, 1770, edition of the Providence Gazette, he informed the public that he carried “A GENERAL Assortment of DRUGS and MEDICINES” recently imported from London.  Those included popular patent medicines, such as “Tarlington’s Balsam of Life, Hill’s Balsam of Honey, Anderson’s Lockyer’s and Hopper’s Pills, Stoughton’s Elixir, [and] Bateman’s Drops.”  Throop expected that these remedies were so familiar to prospective clients that he did not to describe the symptoms each eliminated.

Throop sought clients of various sorts, both “Families in Town or Country” and “Practitioners” like Ephraim Otis, whose own advertisement stated that he “offers himself in the Capacity of Physician and Surgeon, in every Branch (particularly Osteology and Bone setting).”  The apothecary also found himself in competition with William Bowen.  In his advertisement, Bowen declared that he “continues to practice Physic, Surgery and Midwifry” as well as sell “a neat Assortment of Drugs and Medicines, at as cheap a Rate as can be bought in this Town.”  Throop also pledged that his customers “may depend on having everything good and cheap,” but he further enhanced his appeal to distinguish it from Bowen’s promise of low prices.  He explained that he acquired his medicines “twice a year … fresh from one of the best Druggists in London.”  His clients did not have to worry that nostrums they purchased at his shop had been sitting on the shelves or in the storeroom so long as to diminish their effectiveness.  Furthermore, Throop explained that he had received a shipment “in the Snow Tristam, Captain Shand, from London.”  Readers familiar with vessels that arrived and departed could judge for themselves how recently Throop had updated his inventory.

Bowen and Throop both advertised “DRUGS and MEDICINES” in the Providence Gazette.  While Bowen relied primarily on low prices to market his merchandise, Throop offered more extensive appeals to prospective clients.  He underscored quality by asserting connections to a respected colleague in London, outlined his schedule for replenishing his inventory, noted which vessel recently delivered new items, provided credit to practitioners “who will open a Trade with him,” sold ancillary products, and made his wares available at bargain prices.

October 8

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

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

Boston-Gazette (October 8, 1770).

“All the Patenteed Medicines, too many to be enumerated in an Advertisement.”

Oliver Smith advertised a “compleat Assortment of the very best DRUGGS and MEDICINES” in the October 8, 1770, edition of the Boston-Gazette.  He sold his remedies individually, but also offered “Family and Ship Boxes” that packaged together “most of the Medicines generally in Use” along with directions for administering them.  These eighteenth-century versions of first aid kits allowed apothecaries to increase their sales by asking consumers to anticipate possible future needs for a variety of medicines rather than wait until they had a specific need for any particular medicine.  Smith and others marketed “Family and Ship Boxes” as a convenience for their customers, but they also amounted to additional revenue for the sellers.

Smith also informed readers that he carried “All the Patenteed Medicines, too many to be enumerated in an Advertisement.”  Not listing those items saved Smith both space and money.  He expected that consumers were so familiar with the array of patent medicines on the market that he did not need to name them.  This strategy also indicated confidence that he had on hand a complete inventory.  They could depend on him carrying Turlington’s Original Balsam of Life, Godfrey’s General Cordial, Walker’s Jesuit Drops, Dr. Stoughton’s Elixir, Hooper’s Pills, Greenough’s Tincture for the Teeth and Gums, Bateman’s Pectoral Drops, and a variety of other patent medicines that apothecaries, shopkeepers, and even printers frequently listed in their advertisements.  One column over from Smith’s advertisement, William Jones did indeed name all of those nostrums and others.

Much of Smith’s advertisement focused on convenience.  In addition to selling “Family and Ship Boxes” and stocking a complete inventory of patent medicines, he operated his shop at a convenient location, “the next Door Northward of Doctor John Greenleaf’s in Cornhill.”  Prospective customers who had occasion to consult with Dr. Greenleaf could then visit Smith’s apothecary shop next door to select any medicines that the doctor recommended.  Smith also noted that the shop had been “lately improved” to make it more appealing to customers.  With the various conveniences he provided, Smith sought to make it as simple as possible for prospective customers to care for their health.

April 10

Carl Robert Keyes Daily Advert Update, Guest Contribution , , , , , , , , ,

GUEST CURATOR: Bryant Halpin

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

Pennsylvania Chronicle (April 10, 1769).

“A FRESH supply of choice drugs and medicines.”

When I looked at this advertisement I wondered what kinds of “drugs and medicines” colonists had in 1769? How did colonists deal with diseases? According to Robin Kipps, who manages the Pasteur & Galt Apothecary at Colonial Williamsburg, “The sciences of biology and chemistry had not made significant impacts on the theories of disease. The big health issues of the day were not heart disease, cancer, obesity, or diabetes; they were smallpox, malaria, and childhood illnesses.” In the colonial and revolutionary periods, Americans did not have to worry about the same kind of disease that we do today. Instead, they had all kinds of other deadly diseases they had to worry about that people nowadays do not need to worry about due to advances in science and medicine. Colonists did not have the vaccines at this point in time to prevent many deadly diseases from happening and spreading to others, though they had experimented with smallpox inoculation.

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ADDITIONAL COMMENTARY: Carl Robert Keyes

John Sparhawk had competition. He was not the only purveyor of “choice drugs and medicines” in Philadelphia who advertised in the April 10, 1769, edition of the Pennsylvania Chronicle. Robert Bass, an apothecary who regularly inserted advertisements in several local newspapers, also ran a notice, one that may have more effectively captured the attention of prospective clients.

Sparhawk, a bookseller, published a comparatively sparse advertisement. Like many other printers and booksellers in eighteenth-century America, he supplemented his income by selling other items, including patent medicines, on the side. Such was the case with the “FRESH supply” that he had “just received from London” and sold at his bookstore. He made appeals to price and quality, pledging that he sold them “as low as can be bough[t] in America of equal quality,” but otherwise did not elaborate on these patent medicines.

Pennsylvania Chronicle (April 10, 1769).

Robert Bass, on the other hand, underscored his expertise in his advertisement, using his superior knowledge to leverage readers to visit his shop to seek consultations and make purchases. In addition to using his own name as a headline, he listed his occupation, “APOTHECARY,” all in capitals as a secondary headline. He did not merely peddle patent medicines that he had imported from suppliers in London. He also “strictly prepared” medicines in his shop, filling all sorts of prescriptions or, as he called them, “Family and Practitioners Receipts.” For those who desired over-the-counter remedies, he also stocked “a Variety of Patent Medicines.” His experience and reputation as an apothecary suggested that he could more effectively recommend those nostrums to clients based on their symptoms than Sparhawk the bookseller could. Bass also carried medical equipment, further underscoring his specialization in the field.

Not every customer needed the level of expertise Bass provided. Many would have been familiar with several patent medicines. For those customers who desired to make their own selections from among the products available on the shelves, Sparhawk (and Bass as well) simply made appeals to price and quality. That model differed little from patrons choosing over-the-counter medications at retail pharmacies or other kinds of stores today. For prospective customers who required greater skill and expertise from the person dispensing medications, Bass made it clear in his advertisement that he was qualified to address their needs.

June 11

Carl Robert Keyes Daily Advert Update , , , ,

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

Jun 11 - 6:11:1767 Virginia Gazette
Virginia Gazette (June 11, 1767).

“JUST IMPORTED, In the Rachel & Mary, Capt. Anderson, a fresh ASSORTMENT of DRUGS and MEDICINES.”

At a glance, a significant number of eighteenth-century newspaper advertisements look much the same as many of their counterparts. This often has the effect of underplaying the distinctiveness and innovation of some commercial notices. In addition to inciting demand for the goods and services they sold, advertisers simultaneously pursued two goals when writing copy.

First, they sought to incorporate several common appeals (price, quality, choice, fashion, gentility) that they believed resonated with potential customers. They often deployed formulaic language in the process. While this gave the impression that their notices more or less reiterated others, it also demonstrated that advertisers understood the conventions of current marketing practices. It implied a level of competence that presumably transferred to other aspects of operating their businesses.

On the other hand, advertisers also attempted to distinguish their commercial notices from others in hopes of attracting customers or clients that might otherwise employ their competitors. The Adverts 250 Project regularly identifies and examines such innovations. As a result, some of the repetitiveness and standardization of eighteenth-century advertisements gets overshadowed.

Today’s advertisements help to remedy that. Published one immediately after the other, both advertisements for “DRUGS and MEDICINES” use the same language and structure: a notice that the wares were “JUST IMPORTED,” the name of the vessel that transported the goods and its captain (which allowed readers to compare to the shipping news and assess how recently they had been “JUST IMPORTED”), and a brief indication of that customers could choose among an array of merchandise (“A large ASSORTMENT” versus “A fresh ASSORTMENT” in these two advertisements). William Biers and Benjamin Catton posted advertisements that looked and read strikingly similar to each other.

Still, the notices had small variations. Biers doubled down on his appeal to choice by listing more than three dozen specific items. In contrast, Catton emphasized low prices when he pledged to sell “wholesale or retail, on reasonable terms.” Neither advertiser devised any sort of innovative appeal. Even in making decisions that created advertisements slightly different from the other, both Biers and Catton selected from among well-established elements of eighteenth-century advertising. Then, as now, many advertisements played on methods widely considered effective rather than attempting to create some sort of marketing sensation.

September 15

Carl Robert Keyes Daily Advert Update , , , , ,

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

sep-15-9151766-boston-evening-post
Boston Evening-Post (September 15, 1766).

“All Persons may be supplied with DRUGS and MEDICINES of the freshest and best Kinds.”

In his capacity as executor of Thomas Aston’s estate, William Coffin, Jr., placed an advertisement asking “All Persons that have any Demand upon the Estate … to bring in their Accounts.” Likewise, “all those Persons that are indebted to said Estate … are desired to come and settle with said Executor.” Such announcements were fairly standard in eighteenth-century America.

The next portion of the advertisement, however, deviated from most estate notices placed by executors. Coffin announced that he “proposed to carry on the Business of the Shop as heretofore.” Aston had been an apothecary. Coffin marketed the remaining inventory of “DRUGS and MEDICINES of the freshest and best kinds” that had been imported from England the previous spring. Coffin was not simply clearing out existing inventory. He reported that “another [shipment of medicines] is expected to arrive this Fall from England.” In addition, he carried “Groceries and Dye Stuffs.”

Coffin and Aston’s relationship was not readily apparent in this advertisement, though it would have been well known to residents of Boston. Aston, an apothecary, was father-in-law to Coffin, a merchant and shopkeeper. Their familial connection tied together their business interests, even prompting Coffin to peddle the “DRUGS and MEDICINES” that had previously been his father-in-law’s specialty.

That’s not to say that Coffin lacked experience selling medicines. He began placing advertisements in Boston’s newspapers at least a decade earlier, though he initially promoted “CHOICE Philadelphia FLOUR” exclusively (Boston-Gazette, July 5, 1765). By the early 1760s he was also advertising goods imported from London, especially hardware. Throughout that period his advertisements indicated that he moved from location to location, setting up shop at various stores and warehouses in Boston. He continued to diversify the merchandise he sold, placing an advertisement for a variety of textiles, hardware, and groceries that he sold “At Store No. 12 on the Long Wharf” (Boston Evening-Post, October 22, 1764; Boston-Gazette, October 29, 1764)). In the same advertisement he noted that he “could be spoke with at Dr. Aston’s, next Door to the Governor’s.” It was only in subsequent advertisements that Coffin included “A general Assortment of Drugs and Medicines” among the inventory listed in his advertisements (Boston-Gazette, December 2, 1765).

Coffin almost certainly did not have the same expertise as his father-in-law, an apothecary, when it came to “DRUGS and MEDICINES,” but their familial relationship and mentorship by the elder man likely played a role in Coffin’s decision to expand his business interests.

March 26

Carl Robert Keyes Daily Advert Update, Guest Contribution , , , , , , ,

GUEST CURATOR:  Elizabeth Curley

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

Mar 26 - 3:24:1766 Boston Post-Boy
Boston Post-Boy (March 24, 1766).

“A General Assortment of the freshest and best of DRUGS and MEDICINES.”

In this advertisement, Philip Godfrid Kast sold something a little different. Imported from the last ships from London (which is a way to guarantee their freshness), he sold “a general assortment of the freshest and best of DRUGS and MEDICINES.” I have never seen a pharmaceutical advertisement when looking through colonial newspapers for the Adverts 250 Project, which is why I chose this advertisement for today.

Kast characterizes his drugs as “Chymical” (which is the historical spelling of “chemical”) and “Galenical” (which is a medicine made from natural ingredients – plant or animal components – rather than synthetic components). Most prescription medications made today are of the chemical sort, since over time they have been proven to help more, and can be developed further to help more people.

What else further interested me was that this was a “dual” advertisement almost. Philip Godfrid Kast advertised for himself in Salem as well as for Dr. Stephen Huse in Haverhill, Maassachusetts. This is interesting because those towns are around twenty miles apart. Is it possible that these were the only two shops on the North Shore of Massachusetts that sold pharmaceuticals other than the port of Boston? Also, I noticed that Huse had the label of “Dr.” whereas Kast did not. This makes me wonder if they could possibly have been business partners or maybe Kast was more like a pharmacist today and Huse was more like a doctor today. Or maybe colonial Americans did not care as much about getting their medicines from such an official.

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ADDITIONAL COMMENTARY:  Carl Robert Keyes

I intended to feature this advertisement (from a previous issue of the Boston Post-Boy) last week before my Public History students resumed their guest curator duties, but when Elizabeth submitted her list of proposed advertisements for this week I held off for a bit. I figured it would be much more interesting to see what each of us thought was interesting and important about this advertisement.

What originally drew me to this advertisement? In early January I included another advertisement from Kast in my analysis of the featured advertisement of the day. The Kast advertisement I used, however, was a trade card rather than a newspaper advertisement. I posted it because the trade card included an image of Kast’s “Sign of the Lyon & Mortar.” Most colonial shop signs have been lost to time, but trade cards provide an alternate form of preservation of the image if not the material object.

Philip Godfrid Kast Trade Card
Philip Godfrid Kast’s trade card engraved by Nathaniel Hurd in Boston in 1774 (American Antiquarian Society).

All of the advertisements that Elizabeth examined this week have told us something about consumer culture and life in eighteenth-century America, but in at least one aspect some of her advertisers themselves were extraordinary. Recall that Mary Symonds, the milliner from Philadelphia, also issued a trade card for her business. (Elizabeth also included a trade card from William Breck, whose shop “at the Golden Key” was located near the shop promoted in the featured advertisement on another day.) Very few retailers, merchants, producers, or suppliers distributed trade cards in colonial America. Only a small fraction of newspaper advertisers experimented with advertising campaigns that utilized multiple media. I’ve been hoping that some of my students would have an opportunity to examine some of those advertisers, but I never would have guessed at the outset of this project that any of them in any single week would encounter two or more advertisers who used trade cards to supplement their newspapers advertisements.