Half Price

August 27

Carl Robert Keyes Daily Advert Update , , , ,

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

New-York Journal (August 27, 1772).

“May have them clean’d again immediately without expence.”

As fall approached in 1772, watchmaker John Simnet marked the second anniversary of his arrival in New York by distributing a new advertisement in the newspapers published in that city.  Readers should have been familiar with Simnet and his feud with rival watchmaker John Yeoman.  The two exchanged barbs in their newspaper notices over the course of several months.  Before moving to New York, Simnet had similarly participated in a war of words with a competitor, Nathaniel Sheaff Griffith, in the pages of the New-Hampshire Gazette.  In both Portsmouth and New York, Simnet acquired a reputation for acerbic commentary about his competitors.

He took a different approach, however, when marking two years in New York.  His most recent advertisement opened with an imitation of Yeoman’s advertisement intended to denigrate the other watchmaker.  The new advertisement simply declared, “WATCHES COMPLETELY repair’d, in every particular article, at HALF the price charg’d by any other.”  While he made reference to the prices of his competitors in general, Simnet did not deploy any insults aimed directly at Yeoman.  Instead, he focused on his credentials, his prices, and ancillary services intended to cultivate relationships with clients.  As usual, he trumpeted his experience and origins as a “WATCH-FINISHER, and Manufacturer, of London.”  He gave a list of prices for cleaning, replacing parts, and mending watches so prospective customers could assess for themselves whether he offered bargains compared to his competitors.  He also noted that since two years passed “since the author advertised here, some of the watches he has repair’d may become dirty.”  Simnet presented a special deal to his first customers who helped him get established in the city, inviting them to have their watches “clean’d again immediately without expence.”  He likely believed that this free service would generate more business.

Despite taking a different tone in this new advertisement, Simnet did not suspend his attacks on Yeoman.  His “ingenious Artificer” advertisement and his new notice both appeared in the August 27 edition of the New-York Journal.  That may have been an oversight, either on the part of Simnet or the compositor, since only the new advertisement found its way into the newspapers the following week.  Even without both advertisements running simultaneously, readers likely remembered Simnet’s cantankerous personality and feud with Yeoman when they encountered the new advertisement that focused solely on promoting Simnet’s positive attributes.

July 2

Carl Robert Keyes Daily Advert Update , , , ,

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

New-York Journal (July 2, 1772).

“Mr. SIMNET boasts with Gratitude the abundant Favours of the Gentry.”

The cantankerous John Simnet, “WATCH-FINISHER, and Manufacturer, of London,” inserted a colorful new advertisement in the July 2, 1772, edition of the New-York Journal.  He simultaneously promoted his own business, mending watches, while mocking James Yeoman, a competitor.  The two traded insults back and forth in a series of advertisements in the New-York Journal and the New-York Gazette and Weekly Mercury in 1772.  For many weeks, Yeoman advertised that he made and repaired “WATCHES, HORIZONTAL, REPEATING, or PLAIN; CLOCKS, ASTRONOMICAL, Musical or Plain,” prompting Simnet to replicate that headline in the headline of his own notice.  He then posed a question: “IS any ingenious Artificer (of Spirit) within 100 Miles, capable of making either, or a Thing in Imitation of either?”  The question alone carried the implication that Yeoman did not possess the skill or expertise to deliver on his promises.  Not satisfied to leave it at that, Simnet provided a snide answer to the question, suggesting that Yeoman might be able to make something that looked like and astronomical or musical clock, but of such poor quality that “‘tis not worth a Dollar.”  Even that would constitute “a wonderful Rarity.”

Simnet then shifted to discussing his own business, “boast[ing] with Gratitude the abundant Favours of the Gentry, &c. in Town and Country, which surpass Expectation.”  In other words, he claimed that discerning customers from near and far entrusted their watches to him for repairs.  He expressed just a little bit of surprise at how many hired him, while also explaining that serving so many customers “enable[d] him to continue to reduce the Price of mending Work.”  More customers meant that he could afford to lower his rates.  He made another dig at Yeoman and other competitors, describing prices as “very—very high.”  In contrast, he did repairs “at HALF Price.”  Simnet eventually made appeals related to his own business, but only after denigrating another watchmaker.  Most advertisers did not resort to such tactics.  Did Simnet have a difficult personality?  Or did he believe that he ultimately benefited from any sort of attention that he could draw to his business?

May 28

Carl Robert Keyes Daily Advert Update , , , , ,

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

May 28 - 5:28:1770 New-York Gazette and Weekly Mercury
New-York Gazette and Weekly Mercury (May 28, 1770).

“THIS Pamphlet was published for the Benefit of Prisoners of Philadelphia Goal [Jail].”

At first glance the advertisement did not look much different than others that offered books and pamphlets for sale: “Very lately published in the City of Philadelphia, and to be sold by the Printer hereof, two Discourses by a Layman of the Church of England.”  Hugh Gaine inserted that notice in the May 28, 1770, edition of the New-York Gazette and Weekly Mercury.  He offered further description of the “Discourses,” stating that they contemplated “the two following Texts; Matt. xv. 15. 25, Then came she and worshipped him saying, Lord help me; Isaiah xlv. 15. Verily thou art a God that hidest thyself, O God of Israel the Saviour.”  Gaine likely drew directly from the title page in composing that portion of the advertisement.

That part of the advertisement could have stood alone.  It provided the same amount of information as others placed by printers and booksellers in colonial American newspapers.  It was in the second portion that the printer made a sales pitch that distinguished this particular advertisement from others for books and pamphlets that ran in the same issue and in other newspapers.  Gaine informed prospective readers that “THIS Pamphlet was published for the Benefit of Prisoners of Philadelphia Goal [Jail].”  Purchasing it, he suggested, was an act of charity and an expression of concern for the public good.  If that was not enough to influence readers to buy the pamphlet, then they could consider it an opportunity to practice philanthropy at a bargain.  Gaine asserted that even though the pamphlet sold for eight pence in Philadelphia, he charged only “the small Sum” of four pence for each copy.  He ran a half-price sale.

Though brief, Gaine’s advertisement contained two marketing strategies that the printer expected would resonate with prospective customers: a bargain price and an opportunity to aid the less fortunate.  That he sold the pamphlet also enhanced Gaine’s own reputation, demonstrating that he supported efforts to benefit the prisoners in Philadelphia. Eighteenth-century advertisements should not be dismissed as simple because they were short or lacked striking visual elements.  In a few short sentences, Gaine made a powerful case for purchasing the pamphlet.