June 20

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

Jun 20 - 6:20:1768 New-York Gazette Weekly Post-Boy
New-York Gazette: Or, the Weekly Post-Boy (June 20, 1768).

“The commodious Inn, in Princeton, long known by the name of the Hudibras.”

As spring turned to summer in 1768, the number of advertisements aimed at travelers and others seeking entertainment during moments of leisure increased compared to the frequency of their appearance throughout the winter. Josiah Davenport placed advertisements in newspapers published in both Philadelphia and New York when he opened the Bunch of Grapes inn and tavern in Philadelphia, extending an invitation to locals and travelers alike. The proprietors of Ranelagh Gardens advertised a series of fireworks exhibitions in newspapers printed in New York. Samuel Fraunces simultaneously promoted food, lodgings, and entertainment at Vauxhall Garden, an alternative destination on the outskirts of New York City. An advertisement in the June 20 supplement to the Boston Evening-Post announced that the “Waters of Jackson’s Spaw are now in a good Degree of Perfection,” the first notice concerning “Jackson’s Mineral Well” that appeared in Boston’s newspapers since the previous summer. On the same day, Jacob Hyer inserted an advertisement for the “commodious Inn” he recently opened in Princeton, New Jersey, in the New-York Gazette: Or, the Weekly Post-Boy. Especially in northern colonies, readers encountered seasonal advertisements from an emerging hospitality and tourism industry in the late colonial period.

Hyer had a particular advantage working in his favor when it came to attracting guests to his tavern and inn, the Hudibras. Like many of his counterparts, he had “furnished the House with the best of Liquors” as well as “the best Provisions he can Procure.” Unlike his competitors, however, “the Stage-Waggons from New-York to Philadelphia and back, put up at his House.” This likely increased his clientele since passengers became guests, making it less necessary to advertise. On the other hand, Hyer may have believed that alerting residents of New York to the various amenities at the Hudibras could influence their decisions about taking a trip to Philadelphia. Even before commencing the journey they could plan for comfortable accommodations along the way rather than leave to chance any arrangements for food and lodging. Hyer’s desire “to entertain Travellers … in the best Manner” made the journey sound as appealing as the destination, encouraging readers to consider traveling between New York and Philadelphia for business or for pleasure.

June 6

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

Jun 6 - 6:6:1768 New-York Gazette Weekly Post-Boy
New-York Gazette: Or, the Weekly Post- Boy (June 6, 1768).

“His House is very well calculated for an Inn.”

When Josiah F. Davenport opened an inn on Third Street in Philadelphia, he advertised in newspapers published in both Philadelphia and New York. Doing so made sense since he billed “the Bunch of Grapes” as “a genteel House of Entertainment, for Travellers and others, who may depend on the best Fare and civilest Treatment.” Davenport positioned his tavern and inn as a destination not only for visitors to the city but also for local residents “who may have Occasion to meet on Business or Recreation.” In addition to the “best Liquors” and the “elegant and spacious” accommodations for guests, Davenport also promoted the location. He proclaimed that Third Street “is becoming one of the grandest Avenues into this City.” The Bunch of Grapes “stands in the Neighbourhood of many principal Merchants and capital Stores.” Furthermore, it was also located “very near the Market.” Visitors traveling to Philadelphia on business could lodge in an establishment close to their associates, one that also happened to be in a swank neighborhood. Local patrons could also take advantage of the convenient location for conducting business or enjoying the various entertainments at the Bunch of Grapes.

Jun 6 - 6:6:1768 Pennsylvania Chronicle
Pennsylvania Chronicle (June 6, 1768).

Davenport submitted identical copy to the New-York Gazette: Or, the Weekly Post-Boy and the Pennsylvania Chronicle (but the compositors for each made their own decisions about capitalization and italics throughout the advertisement). He also adorned the notice in the Chronicle with a woodcut depicting the sign that marked his establishment, a bunch of grapes suspended from a signpost. He acknowledged that the “large and commodious Inn” he now operated had been “for some time known by the Name of the Bull’s Head.” However, it was now known as the Bunch of Grapes under the management of the new proprietor. The new sign and an image in one of the city’s newspapers helped to cement the switch in branding for the inn. This was especially important considering that the Bull’s Head had established its own reputation for operating at that location.

Davenport realized that the success of the Bunch of Grapes depended on attracting a mixture of customers, both residents of Philadelphia who patronized his “House of Entertainment” for an afternoon or evening and visitors from other places who spent one or more nights. Accordingly, he highlighted a variety of amenities and, especially, the location of the inn in newspapers published in more than one city. Through his marketing efforts, he encouraged travelers to think of the Bunch of Grapes, rather than Philadelphia, as their destination.