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

“The Subscribers are desired to send for ther Books as soon as possible.”

In 1767 Lambertus de Ronde, “Minister of the Protestant Dutch Church, at New-York,” inserted an advertisement in the New-York Journal to announce that he had finally published True Spiritual Religion, Or Delightful Service of the Lord. The minister had previously solicited subscriptions to gauge the market for his book, but the anticipated date of publication had been delayed due to “the Pre-engagement of the Printer in other Work.”

This actually worked to the author’s benefit – and to the benefit of subscribers, according to de Ronde. He took advantage of the extra time to “enlarge” the volume, drawing up an “alphabetical Table of the Contents.” In other words, he created an index “for the greater Usefulness and Conveniency of the Reader, who now can readily know on what Page the Words and Things are to be found.” Such a helpful addition to the original manuscript, de Ronde insinuated, certainly excused the delay in publishing the book!

The author also suggested that this must make his book more attractive to additional customers, not just the original subscribers. He indicated that he had “a few more to dispose of than were subscribed for.” In effect, his advertisement did not merely announce publication of True Spiritual Religion and call on subscribers to retrieve their copies. Instead, what masqueraded as an announcement actually marketed the book to other readers. In addition to promoting the utility of the index, de Ronde also praised the material qualities of the volume. It was “printed on a good Paper” and “also neatly bound” (as opposed to being sold in sheets for buyers to have bound on their own). In addition, the printer had set the book with “new large Letter” that readers would find “very Easy for the Eyes.” Even though these various enhancements made the book “more expensive,” de Ronde parted with it at “the lowest Rate” he could charge “without the Author’s Loss.” This was a bargain for potential customers!

Although Lambertus de Ronde addressed subscribers more than once in his advertisement, he did not merely inform them that True Spiritual Religion was ready for delivery. Instead, he used that as a pretext for marketing surplus copies to additional readers who had not participated in the first round of subscriptions. To some extent, he also marketed the book to the original subscribers, especially those who had not paid in full. For any who wavered in their commitment to acquire (and pay for) True Spiritual Religion, he provided multiple reasons for following through on their commitment.