Essex Journal

February 2

Carl Robert Keyes Daily Advert Update , , , , ,

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

Essex Journal (February 2, 1776).

“He intends to go with a carriage weekly, from this town to Cambridge.”

When Thomas Wescomb of Newburyport, Massachusetts, launched a new enterprise, he placed an advertisement in the February 2, 1776, edition of the Essex Journal to promote it to prospective customers.  He described his notice as an “opportunity to acquaint the Public, that he intends to go with a carriage, weekly, from this town to Cambridge.”  Presumably he took passengers, but he did not provide the rates he charged, describe any of the amenities they could expect, or give further details about the schedule.  Other entrepreneurs who advertised carriage or stagecoach service between towns frequently included that kind of information to entice customers.  Just a few days earlier, for instance, John Mercereau ran an advertisement for the “New STAGE COACHES, THAT constantly ply between New-York and Philadelphia” in the January 29 edition of the New-York-Gazette and Weekly Mercury.  It included a schedule and prices per passenger “in the Coach” and “out” on seats exposed to the weather.  He also advised that a second service, called “The Flying Machine” for its speed, “Still continues … from Powles-Hook Ferry, opposite New-York, and from the Sign of the Cross-Keys in Philadelphia.”  Mercereau had years of experience operating and advertising his stagecoaches, with advertisements going back as far as 1769.

While Wescomb’s advertisement was not as elaborate or sophisticated, he did pitch other services that he offered, declaring that he “would be glad to serve such as may want him to carry packages” and other items “to, or from Cambridge; or any other business he may be entrusted with.”  Notably, Wescomb’s route terminated at Cambridge, not Boston.  The Continental Army’s siege of Boston continued, making Cambridge a more significant site than it had been before the Revolutionary War began.  Samuel Hall and Ebenezer Hall relocated the Essex Gazette from Salem to Cambridge and renamed it the New-England Chronicle.  George Washington, appointed commander-in-chief of the Continental Army by the Second Continental Congress, had his headquarters in Cambridge.  Readers of the Essex Journal in Newburyport and other nearby towns likely had a variety of reasons to visit Cambridge or to send packages to officers, soldiers, and others in that town.  Wescomb pledged his “fidelity” in delivering those packages or undertaking any other business assigned to him in his efforts to drum up business for his new venture.

January 19

Carl Robert Keyes Daily Advert Update , , , ,

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

Essex Journal (January 19, 1776).

“He is determined to be regularly supplyed with all the news-papers on the Continent.”

On January 19, 1776, John Mycall and Henry-Walter Tinges, the printers of the Essex Journal, announced the end of their partnership.  Tinges had been a founding partner, commencing publication of the newspaper in Newburyport, Massachusetts, in collaboration with Isaiah Thomas, the printer of the Massachusetts Spy, in December 1773.  As the junior partner, Tinges oversaw the printing office, including publication of the Essex Journal, in Newburyport, while Thomas tended to his printing office in Boston.  That initial partnership lasted only eight months before Thomas withdrew and Tinges began a new partnership with Ezra Lunt in August 1774.  That partnership also lasted less than a year.  In July 1775, Lunt exited and Mycall joined as Tinges’s new partner.  Seven months later, Tinges announced that he “determined to discontinue the Printing-business for the present in this Town” and the “co-partnership between JOHN MYCALL and me is mutually dissolved,” though Mycall “still continues the Printing-business as usual.”  Mycall published the Essex Journal on his own for just over a year.  It folded in February 1777, one of several newspapers that ceased publication during the Revolutionary War.

For his part, Mycall inserted his own advertisement stating that the partnership ended and that he “intends to continue supplying those with this paper who have been his Customers while in partnership.”  He outlined his plan for supplying subscribers with news, declaring that he “is determined to be regularly supplyed with all the news-papers on the Continent, and select such pieces only as he thinks will most gratify his Customers.”  That was the common practice for generating content in printing offices throughout the colonies.  Printers participated in extensive exchange networks, liberally reprinting, word for word, items that appeared in the newspapers they received.  Thus an item originally published in a newspaper in Charleston, for instance, could be reprinted from newspaper to newspaper in Williamsburg, Baltimore, Philadelphia, New York, Hartford, and Boston before appearing in the Essex Journal in Newburyport.  Mycall made a point that he would “send every Thursday for the Cambridge paper, unless prevented by extreme bad weather, which will enable him to publish before the Post arrives in Town.”  He referred to the New-England Chronicle, published Samuel Hall and Ebenezer Hall in Cambridge, Massachusetts.  During the siege of Boston, most of the newspapers previously printed in that city ceased or suspended publication or moved to other towns.  The Halls relocated the Essex Gazette, published in Salem, to Cambridge and renamed it the New-England Chronicle when it became the new paper of record for the latest news about the Massachusetts government and the Continental Army under the command of George Washington.  Mycall underscored that he quickly received the latest edition of the New-England Chronicle, printed on Thursdays, and incorporated “useful intelligence” into the Essex Journal, published on Fridays, ahead of the schedule for post riders to arrive in Newburyport.  In the eighteenth century, Mycall delivered breaking news to readers of the Essex Journal.

October 20

Carl Robert Keyes Daily Advert Update , , , , ,

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

Essex Journal (October 20, 1775).

“We hope we need make no further apology to those who are real friends to their country.”

John Mycall and Henry-Walter Tinges, the printers of the Essex Journal, found themselves in a situation similar to the one that Daniel Fowle, the printer of the New-Hampshire Gazette, experienced in the fall of 1775.  A disruption in Fowle’s supply of paper in Portsmouth had forced him to print his newspaper on smaller sheets on a few occasions, including the October 17 edition.  Three days later, Mycall and Tinges did the same in Newburyport.  Instead of four pages of three columns each, that issue had four pages of two columns each.  The masthead featured plain type for the title rather than presenting “Essex Journal” in the usual scrolling script.  The woodcuts that usually flanked the title, an Indigenous man with a bow and arrow on the left and a packet ship at sea on the right, did not appear at all.

Immediately above the advertisements, the printers inserted their own notice to explain what happened.  “THE only apology we can make at this time for printing on no better paper,” Mycall and Tinges stated, “we can borrow from other printers who have lately been obliged to make use of the same sort, which was as they say, because they could procure no better.”  They closely paraphrased portions of Fowle’s notice to his readers a couple of weeks earlier: “The only Apology the Publisher can make for this Day’s Paper, is that he could not procure any other.”  Mycall and Tinges printed their newspaper on different paper only as a last resort.  “We have been at the cost to send [an order for more paper] to Milton this week in order to avoid using this,” they informed readers, “but without success.”  With the disruptions and displacements that occurred in the six months since the battles at Lexington and Concord, securing paper became difficult.  The printers tried to get more from the paper mill on the Neponset River in Milton, but to no avail.  They expected their readers to understand, especially those who held the right sort of political principles.  “We hope we need make no further apology to those who are real friends to their country,” Mycall and Tinges proclaimed, “as we are determined to us [the substitute paper] no oftener than necessity requires.”  They hoped that readers would see the smaller newspaper as a minor inconvenience given the stakes of the contest between the colonies and Great Britain.  They did their best with the resources available to continue to disseminate news and advertising to their subscribers and other readers.

August 25

Carl Robert Keyes Daily Advert Update , , , ,

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

Essex Journal (August 25, 1775).

“This is to caution all persons against trusting her on my account.”

It was a familiar sight.  Advertisements about runaway wives peppered the pages of early American newspapers.  Husbands, like John Robie, took to the public prints to warn that since their wives, in this case Naomi Robie, “eloped” from them that those women no longer had access to credit.  “This is to caution all persons against trusting [Naomi] on my account,” John proclaimed, “as I am determined to pay no debt of her contracting from the date hereof.”  He presented himself as the aggrieved husband, yet his wife likely had her own version of the origins of their marital discord.  Running away may have been the best option to remove her from a bad situation.

When John placed his advertisement about Naomi in the August 25, 1775, edition of the Essex Journal, it ran immediately after a petition from “The FEMALE SUPPORTERS of LIBERTY” reprinted from the Newport Mercury.  “WHEREAS our country has long groaned under the oppression of a tyrannical ministry; and has lately been invaded by our enemies, who stained the land with the blood of our dear brethren,” the petition began, “THEREFORE we, the subscribers, are determined to defend our liberties, both civil and religious, to do the utmost that lies in our power.”  These women took a stand to defend their “liberties” in a manner considered acceptable, while Naomi had asserted her liberty in an inappropriate manner.  “We do not mean to take up arms,” the petitioners continued, “for that does not become our sex.”  They affirmed that they knew their proper place, unlike Naomi who departed from John’s household “and strolls from house to house.”  The petitions vowed to “put our hands to the plough, hoe and rake, and till the ground, for our men to go to the assistance of our distressed brethren, there to conquer our enemies or die in the attempt.”  Those women faced uncertain futures, realizing that the deaths of husbands, fathers, and brothers would be sacrifices that affected them and their families.  They also pledged to “forsake the gaieties of the world,” such as abiding by nonimportation and nonconsumption agreements, “before we will give up our country’s liberties and religion.”

The petition ended with a vow of mutual support: “Our company is to consist of as many true daughters of liberty as will undertake the noble cause.”  Furthermore, “No one to be admitted who retains any of the tory principles.”  Women (and men) recognized legitimate ways for women to participate in politics and advocate for their own interests, but only to any extent.  In this instance, advocacy extended to words and deeds that supported women (and their country) collectively, defending their “liberties and religion,” but not to condoning individual acts of resistance like Naomi Robie’s plan for self-determination when they ran counter to her husband’s wishes.  Many of the women who signed the petition may have privately sympathized with Naomi, but the press carried nothing but condemnations of her actions even as it celebrated the “FEMALE SUPPORTERS of LIBERTY” and their commitment to the American cause.

August 11

Carl Robert Keyes Daily Advert Update , , , , ,

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

Essex Journal (August 11, 1775).

“The Doctrine of Projectiles, or Art of GUNNERY.”

In the spring of 1775, John Vinal advertised a “private School for the Youth of both Sexes” to open in Newburyport, Massachusetts, on April 3.  His notice in the March 29 edition of the Essex Journal specified two locations, “the room he improved last Summer, nearly opposite Mr. Davenport’s Tavern,” with lessons commencing “at 11 o’Clock, A.M.” and “the Town School-House” from “5 to 7 o’Clock, P.M.” for “those who can best attend in the Afternoon.”  The term began just two weeks before the battles at Lexington and Concord.  Four months later, Vinal advertised a very different kind of instruction: “the Doctrine of Projectiles, or Art of GUNNERY.”

Circumstances had certainly changed in Newburyport, in Massachusetts, and throughout the colonies since Vinal announced the opening of his school.  The siege of Boston and the Battle of Bunker Hill followed the skirmishes at Lexington and Concord.  The Second Continental Congress convened in Philadelphia and appointed George Washington to command the Continental Army.  Colonizers from New England to Georgia held local and provincial meetings to determine their own responses.  “AT a Time when our Enemies are endeavouring our Ruin,” Vinal proclaimed, “it is highly proper to qualify ourselves in the best Manner we can to defend out injured Country.”  To that end, some colonizers advertised military manuals and others recruited men to join artillery companies or other regiments to defend their liberties.  Making his own contribution to those efforts, Vinal offered to “instruct those who may incline” to learn about the “Art of GUNNERY.”  He explained that “no Person should undertake the Direction of any Piece of Ordnance without a competent Knowledge of it,” warning that “the Want of which has proved fatal to many.”  What qualifications did the schoolmaster possess to teach “the Doctrine of Projectiles” rather than reading, writing, and arithmetic?  He asserted that he “received his Knowledge … from a Gentleman who was an Engineer in the British Army the whole of the last War,” meaning the Seven Years War.  Britain and the American colonies had worked together to defeat the French and their Indigenous allies in pursuit of imperial interests, but now the expertise of that “Engineer in the British Army” would support the American cause at a time when Parliament and British regulars had become “Enemies … endeavouring our Ruin.”

As had been the case with his “School for Youth of both Sexes,” Vinal provided lessons at two times.  Students could “attend four Afternoons in a Week, from five to seven o’Clock.”  Either the term for his school concluded or this endeavor displaced the lessons he otherwise would have offered.  He also stated that he taught about ordnance “from eleven to one A.M.”  Given the schedule for his school, he likely meant “eleven A.M. to one P.M.” rather than suggesting that he taught the class in the middle of the night.  Hopefully his lessons emphasized greater precision!

July 28

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

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

Essex Journal (July 28, 1775).

“Encourage their children and servants to save the old Rags … and send them to the Printing-office.”

John Mycall and Henry-Walter Tinges, the printers of the Essex Journal in Newburyport, Massachusetts, concluded the July 28, 1775, edition of their newspaper with an advertisement that presented colonizers an opportunity to aid the American cause.  “We hope our kind Readers and others, who desire to encourage American Manufacture,” Mycall and Tinges declared, “will please to encourage their children and servants to save the old Rags that are often swept out of doors, and send them to the Printing-office.”  The printers offered cash for the rags, explaining that without them “we cannot long be supplied with that necessary article, Paper.”  Mycall and Tinges oversaw a recycling venture imperative in producing an essential article for continuing to publish their newspaper and anything else.  They were not the only printers in the region who experienced a disruption in acquiring paper in the months after the battles at Lexington and Concord.  Daniel Fowle, the printer of the New-Hampshire Gazette, had a similar experience.

Throughout the imperial crisis, collecting rags to recycle into paper had been imbued with political significance.  Producing paper in the colonies meant that printers did not need to import as much paper from England.  As nonimportation agreements went into effect in 1768, Christopher Leffingwell of Norwich, Connecticut, described collecting rags as “an entire Saving to the COUNTRY” and encouraged “every Friend and lover thereof [to] save every Scrap” of discarded linen.  For years, John Keating regularly promoted his “Paper Manufactory” in New York’s newspapers, arguing that economic resistance during the “present alarming situation of the colonies” was the “safest and most efficacious method of convincing the Ministry of Great-Britain of their error.”  He suggested that each household designate a “certain place” for collecting rags and cultivate a habit that would “establish this valuable manufactory upon a permanent foundation.”  Who undertook such work?  John Dunlap, the printer of the Pennsylvania Packet, hoped “to prevail upon our LADIES to grant us a little of their industry and assistance,” believing that “the welfare of their country will influence them” to do their part in collecting rags to recycle into paper.  Mycall and Tinges extended the call to include “children and servants.”  As men mustered to defend their liberties, women, children, and servants had their own role to play.  They could contribute to the American cause by supporting “American Manufacture,” including collecting rags to transform into the newspapers and pamphlets that disseminated the rhetoric of the Revolution.

July 22

Carl Robert Keyes Daily Advert Update , , , , ,

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

Essex Journal (July 22, 1775).

“THE extreme Difficulty of the Times having rendered it very difficult to procure a sufficiency of Paper.”

A notice on the first page of the July 22, 1775, edition of the Essex Journal, Or, the Massachusetts and New-Hampshire General Advertiser informed readers that the “Co-partnership between Ezra Lunt and Henry-Walter Tinges,” the publishers of the newspaper, “is mutually dissolved” and called on “those Indebted to them” to settle accounts.  Yet the printing office in Newburyport was not being shuttered.  Instead, a nota bene declared, “Printing and Book-binding carried on by John Mycall and Henry-W. Tinges.”  Mycall became Tinges’s third partner in less than three years.  The young printer first went into business with Isaiah Thomas, the printer of the Massachusetts Spy in the late fall of 1773.  The more experienced printer remained in Boston while his junior partner oversaw the printing office and their new newspaper.  The partnership lasted less than a year.  On August 17, 1774, they notified the public that they “mutually dissolved” their partnership, but the “Printing Business is carried on as usual, by Ezra Lunt and Henry W. Tinges.”

Nearly a year later, Lunt departed and Mycall took his place.  As their first order of business, the new partners addressed some of the challenges the newspaper faced since the battles at Lexington and Concord three months earlier.  “THE extreme Difficulty of the Times having rendered it very difficult to procure a sufficiency of Paper for carrying on the Printing Business,” they lamented, “the Publishers hereof request it may serve as a sufficient Apology for having immitted one or two weekly Publications.”  Indeed, publication had been sporadic during May, immediately after the outbreak of hostilities, returned to a regular schedule in June, and then missed a week in July before announcing the departure of Lunt and arrival of Mycall.  The Essex Journal had missed only two issues, but the publishers did not consistently distribute the newspapers on the same day each week.  That likely added to the impression that they had not supplied all the newspapers that their customers expected.  In addition, the two most recent issues, June 30 and July, and the one that carried the notice about the new partnership consisted of only two pages rather than the usual four.  Mycall and Tinges vowed that “they are determined to spare no Pains, for the future to serve, as well as gratify their Customers.”  Mycall and Tinges kept that promise.  Publication returned to a regular schedule with only minor disruptions.

June 9

Carl Robert Keyes Daily Advert Update , , , , ,

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

Essex Journal (June 9, 1775).

“The Editor being driven from his house and business by the perfidious [Thomas] Gage.”

Like so many other Bostonians, Joseph Greenleaf, the publisher of the Royal American Magazine, became a refugee who fled from the city during the siege that followed the battles at Lexington and Concord.  When the governor, General Thomas Gage, and the Massachusetts Provincial Congress agreed that Loyalists could enter the city and Patriots and others could depart, each with any of their effects they could transport (except for firearms and ammunition), Greenleaf removed to Watertown.  He crafted his own narrative of what happened in an advertisement that ran in the June 9, 1775, edition of the Essex Journal: “The Editor [was] driven from his house and business by the perfidious –– Gage in public violation of his most sacred engagements, leaving ALL (except Beds and some Clothing) behind.”  Apparently, Greenleaf had not managed to take his press or any of his supplies and other equipment with him.

He found himself in desperate need of money, deprived of his livelihood in Boston.  In his advertisement in the Essex Journal, published in Newburyport, Greenleaf called on “Subscribers for the American Magazine at Newbury, Newbury-Port, and the vicinity … to pay their respective ballances to the month of March, being fifteen months, to Bulkeley Emerson of Newbury-Port,” his local agent in that town.  In a single sentence, Greenleaf gave an abbreviated history of the Royal American Magazine.  The publication, first proposed by Isaiah Thomas in May 1773, had commenced publication with the January 1774 issue.  Thomas published several issues, fell behind, and then suspended the magazine due to the “Distresses” that he and everyone else in Boston experienced due to the Boston Port Act closing the harbor until colonizers made restitution for the tea destroyed there in December 1773.  Almost as soon as he announced that he suspended the Royal American Magazine, Thomas informed subscribers and the public that Greenleaf became the new proprietor.  From August 1774 through April 1775, Greenleaf worked diligently to publish the delinquent issues and get the magazine back on schedule.  He succeeded … until the beginning of the Revolutionary War became too disruptive to continue.

When Greenleaf became the proprietor of the magazine, Thomas transferred all the accounts to him.  Some subscribers thus owed for the entire fifteen months of the magazine’s run from January 1774 through March 1775.  Under the circumstances, the publisher could no longer afford to extend credit to them.  He prorated the subscription fees, but expected that “being driven from his house and business … will no doubt excite the Subscribers to be kindly Punctual, as it is at present the only dependence for support of the Person and Family of their Humble Servant.”  The war meant that Greenleaf could no longer do business as usual.  After leaving Boston, he needed subscribers to pay what they owed.

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The Adverts 250 Project has tracked the entire marketing campaign for the Royal American Magazine from Thomas’s first mention of distributing subscription proposals to Greenleaf’s last advertisements for the final issue.

March 29

Carl Robert Keyes Daily Advert Update , , , ,

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

Essex Journal (March 29, 1775).

“A DISCOURSE … Preached … In Cammemoration of the MASSACRE at BOSTON.”

In March 1775, residents of Boston once again participated in an annual commemoration of the Boston Massacre, marking its fifth anniversary.  Joseph Warren delivered the oration, just as he had done three years earlier.  As had been the case in years past, local printers published and marketed copies of the address.  Printers in other towns also produced and advertised their own editions of Warren’s oration, helping to keep its memory alive as colonizers dealt with the effects of the Coercive Acts that Parliament imposed in retaliation for the Boston Tea Party.

Colonizers in other towns joined in commemorating the Boston Massacre and critiquing Parliament.  Oliver Noble, “Pastor of a Church in NEWBURY,” delivered a sermon that did so, “PREACH[ING] AT THE REQUEST of a Number of Respectable Gentlemen of said Town.”  In turn, Noble partnered with Ezra Lunt and Henry-Walter Tinges, the printers of the Essex Journal, to publish the sermon “at the General Desire of the Hearers.”  The extensive title, which doubled as the advertising copy, gave an overview of its contents and purpose: “SOME STRICTURES upon the sacred Story recorded in the Book of ESTHER, shewing the Power and Oppression of State Ministers, tending to the Ruin and Destruction of GOD’s People:– And the remarkable Interpositions of Divine Providence in Favour of the Oppressed; IN A Discourse … In Cammemoration of the MASSACRE at BOSTON.”  An advertisement ran in the March 29 edition of the Essex Journal, encouraging colonizers to acquire their own copies.  Those who had heard Noble preach could experience the sermon again every time they read it, remembering how the minister delivered each “STRICTURE” and how other “Hearers” reacted.  Others who had not been fortunate to be present for the commemoration did not have to miss it entirely if they purchased and read Noble’s Discourse.

Relations between the colonies and Britain had deteriorated to the worst point yet during the imperial crisis.  Although they did not know it, a war would start within weeks of Noble preaching his sermon in commemoration of the Boston Massacre and advertising it in the Essex Journal, a war that began because colonizers wanted redress of their grievances and eventually became a war for independence.  Commemoration and commodification of the events that were part of that conflict began before the fighting started.

March 22

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

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

Essex Journal (March 22, 1775).

“The mode of education adopted is similar to that of the most approved English Boarding-schools.”

When Eleanor Druitt moved to Newburyport from Boston in the spring of 1775, she placed an advertisement in the local newspaper, the Essex Journal, to announce that she planned to open a boarding school for “young Ladies.”  According to her notice, she had been in the colonies for just three years, yet in that time she had established a reputation for educating young women that she hoped would serve her well in her new town.  Druitt provided a “mode of education … similar to that of the most approved English Boarding-schools,” offering pupils in Massachusetts the same benefits.

The schoolmistress gave an overview of the curriculum, emphasizing that students would learn “French and English Grammatically” and “Writing, in which branch, Epistolary correspondence (that very essential though much neglected part of female education) will be introduced as an established part of their exercise.”  In other words, she taught young women how to write polite letters that would serve them well in maintaining relationships with family and friends in other cities and towns.  Her students also learned arithmetic, “made familiar by a method adapted to their capacities, the want of which makes that study generally disgustful and consequently often ineffectual.”  Druitt had a much higher estimation of young women’s aptitude for drawing, embroidery, and other kinds of decorative “Needle-work,” asserting that she “thinks needless to insert” a longer description “as her abilities in that way are well known in Boston and many other parts of the continent.”  The families of prospective pupils may have seen some of the advertisements she ran in Boston’s newspapers over the past three years since those publications circulated in Newburyport and other towns in Massachusetts and New Hampshire.  In general, her curriculum focused on “polite accomplishment[s]” to distinguish the “young Ladies” that she “tenderly and carefully looked after.”

To that end, Druitt declared that the “faults and defects of the pupils [will] be rectified by mild and gentle usage.”  That meant “rewards and encouragement; rather than harsh severe treatment.”  Parents did not need to worry about the treatment their daughters would receive when boarding with Druitt, though she did state that she would adopt some of those stricter methods as a last resort when “absolutely necessary.”  The schoolmistress suggested that she established just the right balance of encouragement and discipline that allowed pupils at her boarding school to thrive.  Families had a variety of concerns as the imperial crisis intensified in the spring of 1775, but they need not worry about the “reception” their daughters would experience at Druitt’s boarding school.