Estate Notice

June 23

Carl Robert Keyes Daily Advert Update , , , ,

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

Pennsylvania Gazette (June 23, 1773).

“Now selling at prime coast, at the house of the late Mrs. MARY SYMONDS, deceased.”

In June 1773, James Reynolds, the executor of the estate, ran a newspaper notice concerning the sale of a “LARGE and general assortment of MILLINERY and other GOODS” at “the house of the late Mrs. MARY SYMONDS, deceased,” in Philadelphia.  While many female shopkeepers, milliners, seamstresses, and other entrepreneurs did not promote their businesses in the public prints in the eighteenth century, Symonds was an exception who regularly advertised her wares. Compared to the brief estate notice that listed about a dozen items and summarized the rest of her inventory as “a great variety of other genteel articles,” Symonds published extensive advertisements that rivaled in length those of her male competitors.  In March 1766 and May 1768, she inserted advertisements that each included an extensive catalog of her merchandise in the Pennsylvania Gazette.

Symonds did not limit her marketing efforts to newspaper notices.  She also distributed an engraved trade card, one of the finest known example of this format belonging to a woman who ran her own business in eighteenth-century America.  In Boston, Jane Eustis also provided her customers with engraved trade cards.  The only known copy of Symonds’s trade card survives among the Cadwalader Papers at the Historical Society of Pennsylvania because Symonds used the reverse to write a receipted bill for purchases made by Elizabeth Lloyd Cadwalader in October and November 1770.  Based on those manuscript additions, Symonds’s trade card has been dated to circa 1770.  The text so closely replicated her advertisements that appeared in the Pennsylvania Gazette in May 1768 (or perhaps the text of the newspaper advertisement closely replicated the trade card) that it seems almost certain that Symonds commissioned the trade card by the late 1760s and distributed it to customers for several years.  In so doing, she joined the ranks of other entrepreneurs, most of them men, who demonstrated the elegance and sophistication of their goods and services with marketing materials – engraved trade cards and billheads – that resembled those that commonly circulated in London, the cosmopolitan center of the empire.  The notice about the estate sale that her executor placed in the Pennsylvania Gazettedid not do justice to Symonds’s acumen as a marketer responsible for promoting her own business during her lifetime.

April 10

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

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

South-Carolina and American General Gazette (April 10, 1771).

“Mrs. Russel will be much obliged to those that will employ her Hands.”

Elisabeth Russel, John Giles, and William Russel, the executors of Alexander Russel’s estate, harnessed the power of the press in fulfilling their duties.  In the spring of 1771, they ran an advertisement in the South-Carolina and American General Gazette, calling on “ALL Persons indebted to the Estate … to make immediate Payment, and all Persons having Demands thereon to bring them in.”

The estate notice also attended to the continuation of the business that Alexander operated before his death.  “THE SHIPWRIGHT BUSINESS,” the executors announced, “is carried on as heretofore, under the Direction of a proper Person.”  Furthermore, “Mrs. Russel will be much obliged to those that will employ her Hands.”  In similar circumstances, some widows took over managing the family’s business, continuing responsibilities they previously pursued and expanding others.  After all, they made significant contributions before their husbands died, even if their names never appeared in advertisements.  Husbands tended to be the public face, but wives provided various kinds of labor, including keeping ledgers and interacting with customers, that did not receive the same recognition and notice.

When it came to the managing the Russels’ “SHIPWRIGHT BUSINESS,” however, the widow did not assume all of the responsibilities previously undertaken by her husband.  Instead, the executors assured prospective clients that “a proper Person” oversaw the day-to-day operations.  Yet they did not erase the widow.  They made clear that “Mrs. Russel” was now the proprietor.  The employees were “her Hands.”  She appreciated customers who continued to hire their services.  This formulation positioned the widow as both a proprietor who took appropriate steps in maintaining the business and an object of sympathy who merited consideration following the death of her husband.  Her livelihood depended, at least in part, on the family’s business remaining a viable enterprise.  In the interests of both her customers and herself, the executors suggested, the widow made responsible decisions.  Prospective customers could have confidence that the Russel family’s business, now headed by Elisabeth, maintained the same quality and continued uninterrupted in the wake of Alexander’s death.

March 30

Carl Robert Keyes Daily Advert Update , , , ,

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

Providence Gazette (March 30, 1771).

“He continues to carry on the Sail-making Business.”

In an advertisement in the March 30, 1771, edition of the Providence Gazette, John Sinkins advised readers that “he continues to carry on the Sail-making Business, in all its Branches, in the cheapest and neatest Manner.”  His notice was one of only a few that promoted goods and services.  Others placed advertisements for a variety of reasons, many of them delivering news of various sorts.  The notice that Joseph Clarke, General Treasurer of the colony, placed on behalf of the General Assembly concerning the conversion of “Old Tenor Bills” into “Treasurer’s Note or Notes” appeared once again, alerting readers to take action before July 1.  An advertisement concerning “a fifth Packet-Boat” to transport mail between Falmouth and New York that ran in newspapers throughout the colonies found a place in the Providence Gazette again.

Many of the advertisements focused on real estate, including one from Thompson and Arnold that described two houses in Providence, a “Lot of excellent Land on the main Street,” and several acres of salt marsh for sale.  Sylvanus Sayles sought to sell or lease a farm in North Providence, while John Andrews had a farm in Coventry to sell and a house in Providence to lease.  Moses Lyon and Hezekiah Carpenter both placed notices about other properties, as did an anonymous advertiser who instructed anyone interested in a “Large Brick DWELLING-HOUSE” in East Greenwich to “enquire of the Printer” for “further Particulars.”  Elizabeth Arnold, administratrix for her deceased husband, ran an estate notice that called on “all Persons who are indebted” and “all Persons who have just Demands” to settle accounts.  She also noted that she had a “large and commodious Lot directly opposite the Court-House” to lease.  James Seamans also ran an estate notice concerning Mary Jenckes, “late of Providence, deceased, and Widow of the late William Jenckes, Esq; of Pawtucket.”

John Jenkins continued to hawk a “NEAT Assortment of QUEEN’s WARE,” while Joseph Russell and William Russell sold garden seeds and Abiel Wood accepted orders for “North-American LUMBER.”  Along with Sinkin’s advertisement for sails, these advertisements comprised a small fraction of the paid notices that appeared in that issue of the Providence Gazette.  Purveyors of goods and services certainly attempted to harness the early American press in their efforts to generate sales, but many other kinds of advertisements ran alongside their notices.  Those other notices relayed a variety of news and updates about local events that did not appear elsewhere in the newspaper.

September 25

Carl Robert Keyes Daily Advert Update , , , , ,

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

Sep 25 - 9:25:1769 Massachusetts Gazette Green and Russell
Massachusetts Gazette [Green and Russell] (September 25, 1769).
“The Baking Business which was carried on by his late Father, is continued by him.”

An advertisement that ran in the September 25, 1769, edition of Green and Russell’s Massachusetts Gazette served two purposes. It opened with a standard estate notice: “All Persons having Demands on, or that are Indebted to the Estate of William Torry, late of Boston, Baker, deceas’d, are desired to bring in their Accounts to Bethiah Torry, Administratrix to said Estate, in order for Settlement.” That was the extent of most estate notices that appeared in colonial newspapers. This advertisement, however, included a second section that revealed the continuation of the family business and new responsibilities for one member of the Torrey family following the patriarch’s death.

William’s son, Ebenezer, advised “his Friends and others” that he now operated “the Baking Business which was carried on by his late Father” at the same location on Water Street. William provided all the services expected of bakers, qualified to do so because “he served his Apprenticeship with his Father” before working for “a number of Years” in the business. Ebenezer did not merely step in to take William’s place; he had learned the trade from William. At the end of the advertisement, William shifted the audience for his appeal, addressing “his Fathers Friends” directly. Having inherited the family business, he hoped to inherit his father’s clientele as well. His advertisement implicitly played on sympathy, but more explicitly made the case that customers who formerly patronized his father’s shop could depend on a continuation without significant change or disruption. He leveraged existing relationships as he encouraged customer loyalty to a family business that passed from one generation to the next rather than to any particular baker who ran the business.

Those existing relationships were not necessarily limited to those between his father and his father’s clients. Immediately before announcing that Ebenezer now ran the business, the estate notice portion of the advertisement listed Bethiah, most likely William’s widow, as the executor. Former customers unfamiliar with Ebenezer may have forged relationships with his mother that motivated them to continue purchasing their bread “at the same Place in Water-Street.” The Torrey family incorporated a familiar mechanism for managing an estate into their efforts to promote a business that survived the death of its founder.

August 8

Carl Robert Keyes Daily Advert Update , , , , ,

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

Aug 8 - 8:8:1769 Essex Gazette
Essex Gazette (August 8, 1769).

“ALL Persons indebted to the Estate of ARTHUR HAMITLON … are requested … to make Payment.”

Colonists had many opportunities to shape the contents of eighteenth-century newspapers. Printers called on the public to submit “Articles and Letters of Intelligence,” many of them even reiterating this invitation weekly by embedding it in the colophon inserted in every issue (as was the case for William Goddard and the Pennsylvania Chronicle as well as John Carter and the Providence Gazette). Colonists also sent editorials and responses to items they saw published in the newspaper.

Colonists had other opportunities to shape the news beyond submitting editorials and “Letters of Intelligence” for printers to select or discard. Placing advertisements allowed them to distribute important information about local events which printers otherwise would not have incorporated into their newspapers. Consider the advertisements in the August 8, 1769, edition of the Essex Gazette. Several legal notices advised readers of events taking place in Salem and elsewhere in Massachusetts. For many readers, these notices had as much impact on their daily lives as coverage of “the honourable House of Representatives of this Province” gathering to drink toasts on the occasion of “the happy Anniversary of the Birth of our most gracious Sovereign” or the list of resolutions drawn up by “merchants, planters and other inhabitants of South-Carolina” who signed their own nonimportation agreement in late July.

One legal notice advised, “ALL Persons indebted to the Estate of ARTHUR HAMILTON, late of Salem, Merchant, deceased, are requested, without Delay, to make Payment of the Sums, respectively due, to Archibald Wilson, … Administrator of said Estate.” Those who did not settle accounts with Wilson could expect to suffer the consequences. The administrator stated that they would be “sued immediately” if they did not comply. Coverage of colonial legislators drinking toasts to “The KING, QUEEN, and ROYAL FAMILY” and “The Restoration of Harmony between Great Britain and the Colonies” gave readers a sense of the current political landscape in their colony. News of residents of Charleston adopting their own nonimportation agreement similar to those already in place in Boston and New York contributed made readers better informed about the intersection of commerce and politics throughout the colonies. Yet Archibald Wilson threatening to sue anyone indebted to the estate of Arthur Hamilton would have had the most immediate and consequential impact on some households that received the Essex Gazette.

Colonists could not dismiss the portion of newspapers devoted to advertising as ancillary; instead, they had to read both the items selected by the printer and advertisements submitted by fellow colonists in order to become aware of all “the freshest Advices, both foreign and domestic” promised in the masthead of the Essex Gazette and so many other eighteenth-century newspapers.

January 9

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

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

New-York Gazette and Weekly Mercury (January 9, 1769).

“The Business of Shoe-making is carried on as usual.”

Mary Ogden likely never appeared in the public prints prior to the death of her husband, but in the wake of that event she placed two advertisements in the New-York Gazette and Weekly Mercury. The first was a standard estate notice for Moses Ogden of Elizabethtown, New Jersey, that listed her as executrix along with executors Robert Ogden, Jr., and John Cousens Ogden. It called on “ALL Persons having any Demands upon the Estate of Moses Ogden” as well as “those who are any wise indebted to the said Estate” to settle their accounts as quickly as possible. The Ogdens also threatened legal action or “further Trouble” for those who did not heed the notice.

Although Mary worked in collaboration with the executors, presumably relatives, in the first advertisement, the second invoked her name alone. Appearing immediately below the estate notice, it deployed her name as a headline in a font much larger than the rest of the advertisement. The widow announced “that the Business of Shoe-making is carried on as usual.” Furthermore, “orders for any Articles in that Way, shall be complied with in the best and most expeditious Manner.” In other words, the death of her husband Moses did not bring an end to the family business. Mary sought to support herself by continuing the endeavor “as usual.”

The widow Ogden did not provide further details about the operations of the business. She may have made shoes herself, or she may have overseen one or more employees who previously worked for her husband. Like many other wives of shopkeepers and artisans, she likely played an important role in maintaining the family business while her husband still lived, although his would have been the most prominent public face associated with their shared enterprise. Still, she may have interacted with customers, helped with bookkeeping, and assisted in making shoes. All of these roles prepared her for running the business on her own after the loss of her husband. At that time, her name became the one associated with the business. Her name achieved much greater prominence in the marketplace and, especially, in print, even if her contributions to the family business did not much change after the death of her husband.

December 31

Carl Robert Keyes Daily Advert Update , , , , ,

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

Providence Gazette (December 31, 1768).

“Once more!”

In their capacity as the executors of the estate of Joseph Smith of North Providence, Joseph Olney, Jr., and Jonathan Arnold placed an advertisement in the Providence Gazette. In it, they called on creditors to attend a meeting to settle accounts and announced an auction of the deceased’s real estate. The contents of their advertisement did not differ from other estate notices, but the headline set it apart, drawing attention with a proclamation of “Once more!” Eighteenth-century advertisements did not always consist of dense text crowded on the page.

This innovative headline most likely emerged via collaboration between the advertisers and the compositor, perhaps even accidentally. Many eighteenth-century newspaper advertisements did not feature headlines at all. Some treated the advertiser’s name as the headline or otherwise used typography to make it the central focus. The names “Darius Sessions,” “Samuel Black,” and “J. Mathewson” all served as headlines for advertisements, each in italics and a font the same size as “Once more!” In another advertisement, “Gideon Young” appeared in the middle, but in a significantly larger font. Other advertisements used text other than names as headlines. John Carter’s advertisement for an almanac deployed “A NEW EDITION” at the top. A real estate advertisement used “TO BE SOLD” and an advertisement for a runaway slave used “FIVE DOLLARS Reward.” Both were standard formulations when it came to introducing information to newspaper readers.

On the other hand, “Once more!” was different than anything else that usually appeared in the headlines of eighteenth-century newspaper advertisements. Playful and quirky, it was a precursor to the advertisements that regularly appeared in American newspapers in the nineteenth century. Its departure from standard practices for headlines accompanying advertisements in the 1760s suggests that Olney and Arnold did not merely go through the motions of placing an announcement in the public prints. Instead, they devised copy intended to draw more attention than formulaic language would have garnered. The uniqueness of “Once more!” was calculated to arouse curiosity among readers. That it appeared in italics and larger font was most likely a fortunate accident, considering that the compositor gave other headlines the same treatment. (Recall Darius Sessions,” “Samuel Black,” and “J. Mathewson.”) Still, it signaled the possibilities of combining clever copy with unconventional typography, a strategy that subsequent generations of advertisers and compositors would explore much more extensively.

September 21

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

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

Sep 21 - 9:21:1768 Georgia Gazette
Georgia Gazette (September 21, 1768).

“Whoever is inclinable to purchase the said sloop may treat with Mrs. Germain at her house in Savannah.”

The September 21, 1768, edition of the Georgia Gazette included several estate notices. The executors of Robert Adams’s estate informed readers about the sale of “ALL THE HOUSEHOLD GOODS” scheduled to take place at the end of October. Similarly, the executors of James Love’s estate announced an auction of “A LARGE QUANTITY of MAHOGANY, RED BAY, and WALNUT PLANK, an ASSORTMENT of CABINET-MAKERS and JOINERS TOOLS, and SOME HOUSEHOLD FURNITURE” to be held in early November at the shop he formerly occupied. Another estate notice described a “SLOOP called the BUTTERFLY, lately the property of Mr. Michael Germain, deceased.”

Each of these estate notices identified a female executor. “ANN ADAMS, Administratrix,” was presumably the widow of Robert Adams, given that the notice advised that the sale would take place “at the house of Mrs. Adams in Savannah.” The notice concerning the Butterfly did not formally specify that Michael Germain’s widow was an executor, but it did advise that “Whoever is inclinable to purchase the said sloop may treat with Mrs. Germain at her house in Savannah.” The notice concerning James Love’s estate does not reveal the relationship connecting “ELIZABETH WHITEFILED, Executrix,” and the deceased cabinetmaker, but she may have been a daughter or sister. In each instance, a woman assumed important legal and financial responsibilities and turned to the public prints to carry them out.

Yet they did not do so alone. “ANN ADAMS, Administratrix,” fulfilled her duties in coordination with “JAMES HERIOT, Administrator.” “ELIZABETH WHITEFIELD, Executrix,” worked with “PETER BLYTH, Executor” to settle Love’s estate. Mrs. Germain had a male counterpart as well. Those interested in purchasing the Butterfly had the option of negotiating “with Hugh Ross” instead of the widow. None of these advertisements reveal the division of labor undertaken by the executors, but they do demonstrate that colonial women were not excluded from these important duties. Their male counterparts may have provided oversight, but wives and other female relations likely possessed more knowledge about family finances and the commercial activities of deceased men than just about anybody else. Even when adult sons or former business partners also served as executors, women made invaluable contributions in the process of settling estates.

March 23

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

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

Mar 23 - 3:23:1768 Georgia Gazette
Georgia Gazette (March 23, 1768).

“MARTHA BAMFORD, Admrx. Who carries on the business as usual.”

Colonial newspapers, especially the advertisements, testify to the participation of women in the marketplace as producers, retailers, and suppliers rather than merely as consumers … but only if we make the effort to identify those women.

At a glance, today’s advertisement looks like a standard estate notice. Martha Bamford, the administratrix, called on “ALL persons indebted to the ESTATE of WILLIAM BAMFORD” to settle their accounts. She also invited “all those who have any demands” against the estate to submit requests for payment. In this regard, Bamford’s advertisement closely paralleled another inserted by Judith Carr in the same issue of the Georgia Gazette. It advised: “ALL persons indebted to the late Mark Carr, Esq deceased, are hereby required to make immediate payment and those who have any demands against the said Mark Carr are requested to deliver in the same, properly attested, to Grey Elliott, Esq. in Savannah, or at Blyth to JUDITH CARR, Executrix.” In both cases the widow (or a female relative who shared the deceased’s surname) placed an advertisement as part of fulfilling her responsibilities of administering an estate.

Yet that was not the only purpose of Martha Bamford’s notice. She informed “Ladies and Gentlemen,” whether they had business with the estate or not, that they “may be dressed; Tates and Wigs made in the neatest manner.” In offering these services, Bamford “carries on the business as usual.” Her choice of words suggests that she continued operating a business that had been William’s occupation before his death … or, perhaps more accurately, an occupation jointly pursued by both William and Martha but that had been considered his business via custom and law due to his role as the head of household. Wives, daughters, sisters, and other female relations often assisted or partnered in operating family businesses primarily associated with men but received little acknowledgment of their contributions, especially not in advertisements. For some, their participation in the marketplace as producers became apparent in the public prints only after they assumed sole responsibility for the family business after the death of a husband or other male relative. For many others, those who did not advertise at all, their work remains obscured, even if their friends and neighbors in the eighteenth century were fully aware of their contributions to the family business.

October 10

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

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

Oct 10 - 10:10:1767 Providence Gazette.jpg
Providence Gazette (October 10, 1767).

“The said Joseph is not, by me, any Ways authorized or impowered to settle any of my Affairs.”

According to his advertisement, a notice that originally appeared in the September 26, 1767, edition of the Providence Gazette must have surprised John Whipple. It stated that “ALL Persons having any Demands on the Estate of Captain JOHN WHIPPLE, of Providence; and likewise all those who are any ways indebted to said Estate” should contact the executor, Joseph Whipple. At a glance, it appeared to be a standard estate notice; it replicated the language deployed in similar notices published in newspapers throughout the colonies.

However, John Whipple, the deceased, saw the advertisement and then disputed his death and stated in no uncertain terms that he had not “authorized or impowered” Joseph Whipple “to settle any of my Affairs.” In the very next issue, published on October 3, he inserted his own advertisement, but it was not until the following week that the compositor positioned the two contradictory advertisements next to each other. Was that the result of those working in the “PRINTING-OFFICE, [at] the Sign of Shakespear’s Head” attempting to impose order within the pages of the Providence Gazette? Did they seek to assist readers in navigating the two advertisements? Did they place them one after another as a service to the aggrieved John Whipple? Or did the supposedly deceased captain examine the October 3 issue, notice that his advertisement was not even on the same page as the second insertion of Joseph Whipple’s original notice, and then make a subsequent visit to the printing office to demand that his advertisement would be most effective if it appeared immediately after the fraudulent one?

Colonists engaged in extensive and active reading of newspapers, yet the decision to place the advertisements by the feuding Whipples one after the other (which continued in subsequent issues) suggests that someone – printer, compositor, or advertiser – saw a need for greater organization than the system of unclassified advertisements usually provided. This also had the effect of telling a better and more complete story, potentially ramping up interest among readers interested in local gossip. On the rare occasions that runaway wives responded to advertisements placed by their abandoned husbands, printers or others sometimes positioned their notices next to each other, giving each their say while also accentuating the drama for readers.

Sarah Goddard and John Carter and their employees in the printing office did not further differentiate or organize other advertisements in the Providence Gazette according to their purposes, but in the case of the Whipples and an early modern case of identity theft they did print the related advertisements next to each other throughout most of their runs.