October 21

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

Pennsylvania Chronicle (October 21, 1771).

“The newest fashionable muffs [and] tippets.”

A woodcut depicting a muff and tippet adorned the advertisements that the partnership of Fromberger and Siemon placed in the Pennsylvania Chronicle and the Pennsylvania Journal in the fall of 1771.  The advertisers did not rely on the image alone to market their “large assortment of Russia and Siberia fur skins” and garments made from those furs, but it almost certainly helped draw attention to their advertisements.  That woodcut also represented an additional expense.  Unlike the type used to print the copy in their notices, the woodcut belonged to the advertisers rather than the printers.  That being the case, Fromberger and Siemon collected their woodcut from one printing office and delivered it to another when they expanded their advertising campaign.

The furriers first inserted an advertisement in the September 26 edition of the Pennsylvania Journal.  It ran again the following week.  Nearly three weeks elapsed before the same advertisement appeared in the October 21 edition of the Pennsylvania Chronicle.  It featured identical copy, though the compositor made different decisions about line breaks, as well as the familiar woodcut that occupied nearly half the space allotted to the advertisement.  Careful examination of the image reveals that it was indeed the same woodcut, not a similar image.  Fromberger and Siemon commissioned only one woodcut, but they aimed to garner a greater return on their investment by disseminating it in more than one newspaper. For many readers of the Pennsylvania Chronicle, the image would have been new and novel when they encountered it.  Those who also happened to peruse the Pennsylvania Journal, however, would have recognized the woodcut.  The repetition of the image likely helped Fromberger and Siemon achieve greater visibility for their enterprise.  Had they published it more regularly, they might have encouraged readers to consider the image a trademark of sorts, but their notices appeared too sporadically.  Although Fromberger and Siemon did not seize the opportunity to further enhance their marketing efforts through consistent repetition of the image of the muff and tippet in the fall of 1771, they did devise advertisements that stood out from others because of the woodcut that accompanied them.

September 26

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

Pennsylvania Journal (September 26, 1771).

“The newest fashionable muffs.”

In the fall of 1771, the partnership of Fromberger and Siemon took to the pages of the Pennsylvania Journal to promote a “Very large assortment of Russia and Siberia fur skins” which they intended to make into muffs, tippets, and linings for cloaks.  They deployed a variety of marketing strategies to capture the attention of consumers in Philadelphia and its environs.

For instance, the partners informed readers that they sold “the newest fashionable muffs, tippets, and ermine, now worn by the ladies at the courts of Great Britain and France.”  Fromeberger and Siemon attempted to incite demand by educating their prospective clients.  Ladies who feared they were unfamiliar with the latest trends on the other side of the Atlantic as well as those who merely wanted to confirm that they had indeed kept up with the latest styles could visit Fromberger and Siemon’s shop to outfit themselves.

Even as the partners emphasized European tastes, they also promoted “American manufacture.”  In the process, they suggested to “the ladies” that they could play an important role in supporting the commercial and politic interests of the colonies in the wake of recent meddling by Parliament that had resulted in nonimportation agreements in response to the Stamp Act and the duties imposed on certain goods in the Townshend Acts.  All but the duty on tea had been repealed and merchants returned to importing vast arrays of goods, but some American entrepreneurs continued to advocate for “American manufacture.”  Consumers did not have to sacrifice quality when supporting those entrepreneurs, at least according to advertisers like Fromberger and Siemon who promised they made muffs and tippets “superior to that which is manufactured in England.”

In addition to those appeals, the partners also offered a free ancillary service to their customers.  “Ladies who purchase any manufactured furs of great value” could wear them in the fall, winter, and spring and then “send them to our manufactory” where they would “be taken care of gratis for the summer season.”  Fromberger and Siemon cultivated relationships with customers that did not end when making a sale but could instead continue for years as they assisted in the care and maintenance of expensive garments.

A woodcut depicting a muff and tippet may have drawn the attention to Fromberger and Siemon’s advertisement, but they did not rely on the visual image alone to market their wares.  Instead, they incorporated several appeals to “the ladies” they hoped would visit their shop, order garments, and make purchases.  They invoked current fashions in England and France, the importance of supporting “American manufacture,” and free services to convince readers to become customers.