February 4

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

New-York Gazette and Weekly Mercury (February 4, 1771).

“He intends to CONTINUE his PERFORMANCES a few Nights.”

When Hymen Saunders, an illusionist, arrived in New York from Europe in the fall of 1770, he placed an advertisement in the New-York Journal to introduce himself and invite colonists to attend performances “at the house of Mr. Hyer, on Hunter’s Quay” or schedule a “private exhibition.”  Saunders encouraged the curious to see his show as soon as possible or risk missing it because his “stay in this city will be but a few weeks.”  Itinerant performers often deployed that strategy for inciting interest in the spectacles they offered to prospective audiences.  They created a form of scarcity when they stated that they would remain in town for only a limited time.

Sometimes itinerant performers did move to the next town fairly quickly.  Consider, for instance, the series of advertisements placed by an unnamed performer “who has Read and Sung in most of the great Towns in America” in the Providence, Boston, Salem, and Portsmouth in less than two months in the fall of 1769.  He offered a few performances in each place before moving along to the next.  Other performers attempted to encourage interest by proclaiming that they would soon depart for other places, but then remained much longer.  Such was the case for Saunders.  On February 4, 1771, he inserted an advertisement in the New-York Gazette and Weekly Mercury.  He no longer included his first name, perhaps believing that he achieved sufficient local celebrity in the three months he already spent in New York to dispense with such a detail.  He also eliminated the description of “variety of entertaining as well as surprising tricks” that appeared in earlier advertisements.  Instead, he simply announced that he “intends to CONTINUE his PERFORMANCES a few Nights … longer in NEW-YORK.”  That he remained in the city at that time was not by his own design but instead in response to the “PARTICIULAR DESIRE of several Ladies and Gentlemen,” or so he claimed.  Saunders sought to give the public what they wanted.  To that end, he also continued offering private shows “to any select Company,” suggesting another trajectory of demand for his “astonishing performances in the dexterity of hand.”

When they advertised, itinerant performers often emphasized that they would be in town for only a limited time so colonists needed to catch their shows before they were gone or else miss out on the popular culture experiences enjoyed by other members of their communities.  Performers often delayed their departures in order to offer additional shows.  Some, like Saunders who remained in New York for months, may not have planned to leave after a short time at all, but others did move along fairly quickly.  Even though he already remained in town for three months, Saunders attempted to leverage uncertainty about his departure in order to incite demand for his upcoming performances.

November 1

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

New-York Journal (November 1, 1770).

“New and astonishing performances in the dexterity of hand.”

Eighteenth-century newspaper advertisements sometimes provide insight into the popular culture and entertainment of the day, including concerts and shows by itinerant performers.  In their advertisements, many performers exhibited their showmanship to prospective audiences as part of their efforts to incite interest and convince them to see their acts in person.  For instance, in an advertisement in the New-York Journal, one illusionist, the “celebrated HYMEN SAUNDERS” who had “Just arrived from EUROPE.” proclaimed that his show included “several new and astonishing performances in the dexterity of hand, different than what has been hitherto attempted, and such as was never seen in this province.”  Saunders expected the novelty of his act to attract the attention of curious colonists.  He further described his performance, whetting the appetite of the public.  “His dexterity of hand, or grand deception,” he trumpeted, “will consist of a variety of entertaining as well as surprising tricks.”  He had so much material to amuse and astound his audiences that “his performance will be divided into acts” with a “concert of music” between the acts.  He promised that the room where he performed would be “illuminated,” allowing spectators good views of his sleight of hand, as well as “well air’d” for their comfort.
Saunders’s advertisement was the first one that appeared after the news in the October 25, 1770, edition of the New-York Journal, likely increasing the likelihood that local audiences would take note of it.  He announced that his first performance would take place on October 29, so by the time the advertisement ran again on November 1 and in subsequent issues, readers had already missed out on being among the first to attend the show.  The performer underscored that his “stay in this city will be but a few weeks,” further warning prospective audiences that they had only a limited time to see his “grand deception” for themselves before he departed for other towns.  In addition to his public performances, Saunders also offered a “private exhibition” to those who hired him at least a day in advance.  Like other itinerant performers, Saunders also relied on word of mouth to promote his act, especially after locals saw his “dexterity of hand” in person, but he did not rely on such reviews alone.  Even after his performances commenced, he continued to run advertisements to promote both the show and his persona, the “celebrated” performer who brought a novel act all the way from Europe to the colonies.