John Gerrish

February 9

Carl Robert Keyes Daily Advert Update , , , , ,

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

Feb 9 - 2:9:1770 New-Hampshire Gazette
New-Hampshire Gazette (February 9, 1770).

“Auction-Hall, KING-STREET … BOSTON.”

John Gerrish, “Public Vendue-Master” or auctioneer, continued his endeavor to extend the range of his advertising by developing a marketing campaign for his auction hall that incorporated newspapers published in towns other than Boston. In early February 1770, he placed notices in the Providence Gazette, the Essex Gazette, and, eventually, the New-Hampshire Gazette, in addition to three of the five newspapers in Boston. In so doing, he coordinated a campaign that involved six newspapers in four cities spread over three colonies. The Adverts 250 Project has been tracking the development of that campaign in several entries published during the past week.

Not surprisingly, Gerrish’s efforts radiated outward from Boston. His advertisement ran in the New-Hampshire Gazette only after it ran in the Essex Gazette, moving from Boston to Salem to Portsmouth. That the notice in the New-Hampshire Gazette included exactly the same copy, down to the punctuation (such as the brackets around “[Public Vendue-Master]”), as the one in the Essex Gazette suggests one possible mode of transmission. While Gerrish might have carefully written out identical copy in letters sent to the two printing offices, he may very well have instructed Samuel Hall, printer of the Essex Gazette, to forward instructions to reprint the advertisement in the New-Hampshire Gazette when he sent an exchange copy to Daniel Fowle and Robert Fowle, the printers of that newspaper. The Fowles, like every other colonial printer, liberally reprinted news items, letters, and editorials from other newspapers when selecting the content for the New-Hampshire Gazette. When sent instructions (and promises of payment) they could have done the same with an advertisement.

Although the advertisements in the Essex Gazette and the New-Hampshire Gazette featured identical copy, they did have variations in format, including capitalization, italics, and line breaks, though certain key appeals to prospective customers did appear in capitals in both newspapers (“EXCEEDING CHEAP” and “VERY CHEAP TERMS INDEED”). That was standard practice in the production of newspaper advertisements. Advertisers provided the copy and sometimes made suggestions or requests concerning format, but printers and compositors exercised broad discretion when it came to typography and graphic design.

For Gerrish, the format, as long as it was done well, likely mattered less than disseminating his advertisements over greater distances than he managed previously by inserting them solely in the Boston newspapers. He aimed to create a much larger regional market for himself by boosting the circulation of his notices in additional publications and new places where prospective bidders and clients had less awareness of his “Auction-Hall” on King Street in Boston.

February 8

Carl Robert Keyes Daily Advert Update , , , , ,

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

Feb 8 - 2:81770 Massachusetts Gazzette and Boston Weekly News-Letter
Massachusetts Gazette and Boston Weekly News-Letter (February 8, 1770).

“AUCTION HALL … JOHN GERRISH, (And COMPANY).”

This week the Adverts 250 Project has examined John Gerrish’s attempts to expand his media market beyond newspapers in Boston. In the late 1760s, he regularly inserted notices in several newspapers published in the city where he operated an auction hall, but in 1770 Gerrish experimented with running advertisements in newspapers in other towns as well. On February 3, for instance, he placed an advertisement in the Providence Gazette. On February 6, he ran a different advertisement in the Essex Gazette. The copy in those advertisements differed from what previously appeared in Boston’s newspapers; each included material likely of special interest to prospective buyers, bidders, and clients who resided away from the city. Gerrish promoted “Wholesale and Retail” sales of a “GREAT Variety of ARTICLES” in the Providence Gazette rather than promoting the goods up for bid at any particular auction scheduled for a particular time. In the Essex Gazette, Gerrish made note of “Very Good Lodgings and Boarding, for COUNTRY GENTLEMEN, Travelers, and Traders” who might journey to Boston for the auctions he held “chiefly on TUESDAYS, and THURSDAYS.”

Even as he attempted to create a larger regional market for his goods and services by advertising in newspapers published in Salem and Providence, Gerrish understood that newspapers printed in Boston already served a region much larger than the bustling port and nearby neighboring towns and villages. Until recently, no other town in Massachusetts produced a newspaper; even after the Essex Gazette commenced publication, Boston’s newspapers continued to enjoy wide circulation throughout the colony and beyond. For that reason, some of the special appeals that Gerrish made in the Providence Gazette (wholesale and retail sales from a stable inventory rather than auctions) and the Essex Gazette (lodging and boarding for clients who traveled to the city) would also find ready audiences among readers of the Boston newspapers who resided in places other than Boston.

To that end, Gerrish placed three advertisements in the February 8, 1770, edition of the Massachusetts Gazette and Boston Weekly Post-Boy. The first was a standard announcement of an imminent auction to take place “THIS EVENING.” By the time many readers outside of Boston received the newspaper with this notice, the sale already took place. For those prospective customers, Gerrish placed his advertisement from the Providence Gazette in its entirety, though he made two additions after signing his name. This slightly revised version added “Sets of China Cups, Saucers, &c.” to the list of inventory. It also assured colonists concerned about potential violations of the nonimportation agreement currently in effect that “The above Goods have been imported above a Twelve Month past.” In other words, the merchandise arrived in the colony prior to the agreement. Another advertisement appeared immediately below, that one advising “Country Gentlemen, Strangers, Traders, [and] Travelers” of “Lodgings and Boarding” available near Gerrish’s auction hall. It deployed copy nearly identical to what appeared near the end of Gerrish’s advertisement in the Essex Gazette. It also instructed interested parties to “Enquire of the Printer, or at Auction-Hall, King-Street.” Gerrish undoubtedly placed that advertisement as well.

John Gerrish and Company faced constant competition from other vendue masters and auctioneers in Boston. In an effort to maintain and expand his share of the market, Gerrish devised an advertising campaign that extended to newspapers published in places other than Boston and reiterated the strategies he developed in those advertisements in notices that he placed in local newspapers.

February 6

Carl Robert Keyes Daily Advert Update , , , ,

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

Feb 6 - 2:6:1770 Essex Gazette
Essex Gazette (February 6, 1770).

“WHOEVER sends Goods … may be assured of the Fidelity of the Master of said Hall.”

In February 1770, John Gerrish “(And COMPANY.)” expanded his efforts to address prospective customers in a regional market when he published an advertisement for his “Auction-Hall” in the Essex Gazette just days after placing an advertisement in the Providence Gazette. He continued to insert advertisements in several of the newspapers printed in Boston.

Although Gerrish tended to submit the same copy to local printing offices, the advertisement he drafted for the Essex Gazette was quite different from the one in the Providence Gazette. He did not provide details about auctions for readers in Rhode Island, instead focusing on “Wholesale and Retail” sales for a “GREAT Variety of ARTICLES.” For readers of the Essex Gazette, however, he extended an invitation to “Public-Vendues” or auctions “held Weekly in said Auction-Hall; but chiefly on TUESDAYS, and THURSDAYS.” He also encouraged prospective bidders to become clients, asserting that “WHOEVER sends Goods … to be Sold by private or public Sale, may be assured of the Fidelity of the Master of said Hall.” In other words, Gerrish recognized that clients took risks when they entrusted goods to him to sell; he sought to alleviate anxiety that he might give deals to close associates who did business with him regularly and, in the process, deprive clients of the best possible prices they could have achieved for their goods. When he pledged “Fidelity” to his clients, Gerrish vowed to operate in their best interests rather than underselling for his own benefit. He was not the only auctioneer in Boston to address such issues of trust in newspapers advertisements in the late 1760s and early 1770s.

To further entice “Country GENTLEMEN, Travelers, and Traders” from beyond Boston to examine the wares or attend a vendue at his auction house, Gerrish added a nota bene that advised they could find “Very Good Lodgings and Boarding … in Court-Square, opposite to AUCTION HALL.” In addition to seeing to the comfort of prospective bidders, buyers, and clients, that establishment also provided “very good Keeping for Horses.”

Gerrish had been advertising in multiple newspapers in Boston for years, but early in 1770 he experimented with placing notices in newspapers published in nearby towns. He likely hoped to expand his client base by enlarging the market for his services as a “Public Vendue-Master” and interest in the “New & Second-Hand” goods available at his auction house. He certainly increased his investment in advertising, hoping that it would result in more business and higher revenues at an auction house that competed with several others in Boston.

February 3

Carl Robert Keyes Daily Advert Update , , , ,

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

Feb 3 - 4:3:1770 Providence Gazette
Providence Gazette (February 3, 1770).

“AUCTION HALL, In Court-Square, near the Town-House, opposite the Royal Exchange.”

Like other auctioneers, John Gerrish frequently inserted advertisements in several newspapers published in Boston. In a single week, he placed notices about upcoming sales in three local newspapers. On Monday, January 29, 1770, he ran nearly identical advertisements in the Boston Evening-Post and the Boston-Gazette to advise prospective customers of a “publick Vendue” or auction that would take place at his “Auction-Hall,—King-Street” the following evening. On Thursday, February 1, Gerrish placed another advertisement in the Massachusetts Gazette and Boston Weekly News-Letter, this time announcing an auction scheduled for ‘THIS EVENING.” Often promoting specific events happening within a matter of days, advertisements by auctioneers tended to run only once or twice, though Gerrish and others industriously submitted new notices to several printing offices almost every week.

Vendue masters in Boston, however, did not tend to advertise in the Providence Gazette. The short time that elapsed between announcing a sale and it taking place did not allow for sending notices to the printing office in Providence or for readers of that newspaper to make their way to Boston to participate in a particular auction. Yet Gerrish did not solely sell merchandise at auction. He ran a “Wholesale and Retail” operation out of his auction hall to supplement his revenues. For that enterprise he acquired a stable inventory that did not go to the highest bidder at the next sale, prompting him to experiment with placing an advertisement for those goods in the Providence Gazette in hopes of widening the market.

In so doing, Gerrish addressed “Country Gentlemen, Traders, [and] Shopkeepers,” that he offered a “GREAT Variety of ARTICLES.” He listed several items, including popular textiles, different kinds of paper, and more than one brand of snuff. Realizing that he addressed prospective customers much less familiar with his auction hall than residents of Boston, he provided much more extensive directions than he usually included in his local newspapers. Instead of “Auction-Hall,—King-Street,” he directed readers to the “AUCTION HALL, In Court-Square, near the Town-House, opposite the Royal Exchange.” He also assured prospective customers of “Constant Attendance given at said Hall.” Prospective customers from Providence and elsewhere in the “Country” need not worry about traveling some distance and arriving at the auction hall only to be inconvenienced by finding it closed or understaffed.

In the late 1760s and early 1770s, most purveyors of consumer goods and services did not advertise in newspapers other than those published in their own towns. Some, however, did make the investment in hopes of enlarging their clientele. They imagined regional rather than local markets for their wares.

September 21

Carl Robert Keyes Daily Advert Update , , , ,

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

Sep 21 - 9:21:1769 Massachusetts Gazette Draper
Massachusetts Gazette [Draper] (September 21, 1769).
“Goods were shipp’d in London for Boston, last September & October.”

In the late 1760s several vendue masters (or auctioneers) operated in Boston and regularly advertised in the city’s many newspapers. John Gerrish ran the “Public Vendue-Office” in the North End, where he held auctions on Tuesdays. In addition to putting items up for bid, Gerrish also sold some items by wholesale and retail, including an array of goods that he advertised in the September 21, 1769, edition of Richard Draper’s Massachusetts Gazette. These included textiles, stockings, pins, “and a great Variety of other Articles, too many to be here enumerated.”

Gerrish made a point of informing “his Friends, Country Gentlemen, Shopkeepers, Traders,” and anyone else reading his advertisement that the goods he offered for sale had been imported via London “last September & October.” They arrived a year earlier! Under most circumstances merchants, shopkeepers, and other traders avoided attaching any sort of age to inventory they had not just received on the latest ships from London and other English ports. Indeed, many advertisements for consumer goods incorporated standard language in the first lines, like “just imported,” before even listing the merchandise. This signaled to prospective customers that they could choose from among the most current fashions rather than sorting through leftovers which other shoppers passed over and left on the shelves for considerable amounts of time.

The age of Gerrish’s “very large Assortment of Goods, and Merchandize,” however, became a virtue as fall arrived in 1769. Items “shipp’d in London for Boston, last September & October” had been ordered before the nonimportation agreement adopted by merchants, shopkeepers, and other residents of Boston went into effect. As a means of economic resistance to the taxes levied in the Townshend Acts, colonists in Massachusetts and elsewhere vowed not to import goods from England. They hoped to disrupt trade so significantly that Parliament could not help but take notice, especially if English merchants pressured for repeal of the odious measures. That Gerrish’s goods arrived in Boston “last September & October” was not trivial. It was an important detail that kept the auctioneer in the good graces of his fellow colonist while giving them permission to purchase his wares without violating the terms of the nonimportation agreement.

February 27

Carl Robert Keyes Daily Advert Update, Guest Contribution , , , ,

GUEST CURATOR: Chloe Amour

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

Boston Chronicle (February 27, 1769).

“ABOUT TWENTY PIECES of fine IRISH LINEN, just imported in fine Order.”

This advertisement offers insight into sought-after items in colonial America, such as linens, sheeting, and other types of cloth. John Gerrish promoted textiles, many of which had symbolic importance associated with status. Networks of importing and selling textiles in colonial America added to the material culture that expanded as part of the consumer revolution. The rise of consumer society brought about universal participation by nearly all colonists, to one extent or another. Drawing on a “language of goods,” colonists could assess others based on their clothing and other possessions. Assessing social meaning focused on whether the apparel matched their character and status, especially as the importation and circulation of textiles increased and prices went down.

According to N.B. Harte in “The British Linen Trade with the United States in the Eighteenth and Nineteenth Centuries,” even though the “production of linen was the most widespread industrial activity in America during the colonial period … large amounts of linen were imported from across the Atlantic.” As Harte mentions, colonists produced their own linen yet at the same time remained dependent on imports from the British Isles. The linen industry suggested the potential for a break from Britain, as Americans made some their own consumer goods.

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ADDITIONAL COMMENTARY: Carl Robert Keyes

Chloe concludes with a tantalizing possibility. Drawing on discussions about economic resistance to the Stamp Act, the Townshend Acts, and other abuses by Parliament from our Revolutionary America class, she invokes plans envisioned by colonists who wanted to establish greater commercial independence from England even if they were not yet prepared to declare political independence. In addition to new taxes and new regulations imposed by Parliament, colonists lamented an imbalance of trade with England in the late 1760s, giving them another reason to promote both production and consumption of local goods.

Yet as the advertisement Chloe selected demonstrates, colonists imported large quantities of textiles. “IRISH LINEN” was one of several sorts of fabrics up for bids at John Gerrish’s “PUBLIC VENDUE-OFFICE” in Boston. The auctioneer also listed “Cotton Checks,” “Striped Holland,” “Kersies,” “Serges,” and other kinds of imported cloth readily recognized by colonial consumers. Those who advocated for production and consumption of “domestic manufactures” thus had to overcome at least two obstacles. On the production side, they needed to expand the capacity for producing textiles. After all, colonists imported so many linens and other fabrics because they did not produce sufficient quantities themselves. On the consumption side, they needed to shift tastes away from some of the finer fabrics that denoted wealth and status. Affixing a political meaning to homespun cloth was part of that process.

Even if colonists could accomplish the latter – and they had some success in doing so, at least for short periods during particularly tense relations with Parliament – the former remained idealistic rather than practical. Editorials promoting domestic manufactures ran in newspapers throughout the colonies. Many artisans, shopkeepers, and other advertisers responded by incorporating such messages into their notices aimed at prospective customers. Yet even when consumers were willing to consider local alternatives to imported textiles, the colonies did not have the capacity to produce sufficient quantities to meet their needs. Rhetoric and reality deviated, but that did not necessarily diminish the power of the rhetoric as colonists considered their own consumer choices and assessed other for they choices they made.

 

March 28

Carl Robert Keyes Daily Advert Update , , , , ,

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

Mar 28 - 3:28:1768 Boston-Gazette
Boston-Gazette (March 28, 1768).

“Whoever Employs the said GERRISH may depend upon his Faithfulness in Selling their Goods FAIRLY.”

John Gerrish was one of several auctioneers who sold goods “by PUBLIC VENDUE” in Boston in the late 1760s. He regularly advertised in the city’s newspapers, as did Elias Dupee and Joseph Russell. Residents recognized their establishments by name: Gerrish ran the “PUBLIC VENDUE-OFFICE, NORTH END,” Russell operated the “Auction-Room in Queen-Street,” and Dupee sold goods at the “NEW AUCTION ROOM.” In their competition for clients and bidders, all three inserted notices concerning upcoming auctions in the March 28, 1768, edition of the Boston-Gazette. Each offered a short description of items coming up for sale within the next couple of weeks, but Gerrish supplemented his brief overview with an additional appeal to prospective clients who wished to place items up for bidding.

“Whoever Employs the said GERRISH,” he proclaimed, “may depend upon his Faithfulness in Selling their Goods FAIRLY to the Highest Bidders – and remitting the Neat proceeds immediately, after they are Sold, deliver’d, and paid for.” Gerrish’s clients “shall be faithfully served by him.” Dupee, Russell, and Gerrish periodically offered such assurances in their advertisements, but Gerrish made a point of it in the spring of 1768 since he and Dupee had recently been involved in a public dispute, waged in their newspaper advertisements, that highlighted the potential for disreputable behavior by vendue masters who might not always act in the best interests of their clients.

In stressing his “Faithfulness in Selling their Goods FAIRLY to the Highest Bidders,” Gerrish addressed suspicions of collusion. His clients did not need to worry that he would attempt to rig sales to benefit his friends and associates looking to acquire goods for even better bargains than auctions might otherwise yield. The typography underscored this point: an examination of other advertisements in the same issue suggests that the compositor did not choose to capitalize “FAIRLY” or use italics for “Faithfulness” and “Highest Bidders” (as well as “Trustees” in a list of potential clients that included “Gentlemen Strangers, Passengers, [and] Factors”).

Consigning goods to an auctioneer required trust. Gerrish encouraged potential clients to deliver items they wished to sell to the Public Vendue Office in the North End rather than the Auction Room in Queen Street or the New Auction Room by pledging that he conscientiously worked to garner the highest proceeds and remitted them in a timely manner. He did not just offer a service; he built relationships that also enhanced his reputation.

February 21

Carl Robert Keyes Daily Advert Update , , , , , , , ,

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

Feb 21 - 2:18:1768 Massachusetts Gazette
Massachusetts Gazette (February 18, 1768).

“No Man can be more careful, and vigilant, than the Master of said Office.”

John Gerrish had a bone to pick with Elias Dupee. Gerrish operated the North-End Vendue-Office. Dupee, his rival, ran the New-Auction Room. The two competed for both clients who supplied merchandise and bidders who purchased those wares.

On February 15, 1768, Dupee placed advertisements impugning Gerrish’s reputation in two newspapers, the Boston-Gazette and the Boston Post-Boy. Gerrish was so concerned about the accusations leveled against him that he did not wait a week to respond in the publications that originally ran Dupee’s advertisement. Instead, he published his own rebuttal just three days later in the Massachusetts Gazette. After devoting just a few lines to promoting his upcoming auction, Gerrish addressed Dupee’s allegations at length. Though he never mentioned his rival by name, Gerrish did closely paraphrase a portion of Dupee’s advertisement.

Dupee had offered a reward “to be paid to any Body, who shall bring to Justice, one John Taylor, who Stole out of the New Auction Room, the Night the Fire was, a blue Surtout Coat, and had it Sold at the North-Vendue Office.” Anyone who resided in Boston would have know that John Gerrish was the auctioneer at the North-End Vendue-Office, especially anyone who regularly read any of the local newspapers. Gerrish, like Dupee and Joseph Russell from the Auction-Room in Queen Street, advertised regularly in several newspapers.

In his advertisement, Dupee explicitly accused Taylor of being a thief, but he also implicitly alleged that Gerrish was Taylor’s fence when he stated that the stolen coat had been “Sold at the North-Vendue Office.” Such allegations had the potential to do significant damage to Gerrish’s reputation, scaring away bidders who did not wish to obtain stolen merchandise as well as suppliers who did not want their own names or ware associated with illicit business practices. Gerrish answered Dupee’s charges with a detailed timeline. The “Coat Sold for Taylor” had entered the North-End Vendue-Office ten days before the fire at Dupee’s New Auction Room, therefore it could not have been the same coat stolen the night of the fire. In addition, Gerrish identified discrepancies between the quality and price of the coat auctioned at his establishment and the one stolen from Dupee. Furthermore, the coat had been on display and “every Day exposed for Sale,” suggesting that many witnesses could attest to having seen it at the North-End Vendue-Office. Some of them could confirm the quality and value of that coat.

Gerrish acknowledged the possibility that Taylor had stolen a coat from Dupee, but if he had it was not the one that Gerrish auctioned. “Taylor may be a Thief,” he stated, “but verily he did not look more like one, than the Advertiser.” Dupee had attacked Gerrish’s reputation. Gerrish responded in kind. He also underscored, just in case readers had not followed all the complexity of his timeline, that “there is not the least probability, that the Coat Advertised, is the same that was Sold at the North-End Vendue-Office.”

Gerrish concluded with a message for prospective clients and potential bidders. “No Man can be more careful, and vigilant, than the Master of said Office, in endeavouring to detect suspected persons, –he has detected several, –let others beware.” Many colonists participated in the consumer revolution of the eighteenth century via an informal economy that included secondhand and stolen goods. Newspaper advertisements frequently alerted readers about stolen goods. In addition, court records show that theft and fencing regularly occurred. That being the case, Gerrish devoted significant effort to demonstrating that he conducted a legitimate business that did not truck in stolen wares. He needed buyers and sellers, as well as the community more generally, to trust in his character if he wished to continue his business and compete against the rival auction houses in Boston.

Feb 21 - 2:15:1768 Boston Post-Boy
Boston Post-Boy (February 15, 1768).

January 21

Carl Robert Keyes Daily Advert Update , , , , ,

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

Jan 21 - 1:21:1768 Massachusetts Gazette
Massachusetts Gazette (January 21, 1768).

“PUBLIC VENDUE, At the NORTH END Vendue OFFICE.”

Auctioneer John Gerrish inserted advertisements in the Massachusetts Gazette to encourage residents of Boston and its environs to buy and sell at his “Public Vendue-Office” in the North End. His upcoming auctions included “A great Variety of Articles, — lately imported,” including “Mens Apparel,” a “Variety of Callimancoes,” and “a Parcel of well-made, exceeding stout P. JACKETS and Breeches, very suitable in the present Season for Fishermen.” In addition to new merchandise, he also auctioned “Second hand Articles.” This selection matched the inventories listed in advertisements for shops and other auction houses in local newspapers.

To convince both buyers and sellers to do business at his establishment, Gerrish asserted that the experience would compare favorably to commercial transactions conducted elsewhere in the urban port. “All Sorts of Goods sell full as well at the North End,” he proclaimed, “as in King-Street, Queen-Street, or any other Street, or Auction Room in Boston.” In a bustling city, readers had many choices when it came to venues for buying and selling consumer goods. Gerrish did not want them to dismiss the North End out of hand.

The “Public Vendue Master” also underscored that buyers and sellers could depend on fairness when they made their transactions at the “NORTH END Vendue OFFICE.” Realizing that some readers might indeed have preferences for familiar shops and auction houses elsewhere in the city, he strove to bolster his reputation by assuring potential clients and customers that they had nothing to lose if they instead chose his vendue office. Those who decided to “Employ the Master of said Vendue Office” could “depend upon His Fidelity,” trusting that he made every effort to market their merchandise prior to the auction and encourage the highest possible returns during the bidding. Invoking his “Fidelity” also suggested that he kept accurate books and did not attempt to cheat sellers, especially those who could not be present at an auction to witness the bidding. Yet he also served those looking to make purchases, stressing that “all BUYERS may depend upon never being IMPOSED upon in said Vendue Office.” Gerrish pledged not to unduly pressure prospective customers who attended his auctions. Even as he worked as an intermediary who executed exchanges between buyers and sellers, he wanted each to feel as though they ultimately remained in charge of their commercial transactions rather than relinquishing control to potential manipulation on his part.

John Gerrish, Public Vendue Master, did more than merely announce that he conducted auctions in Boston’s North End. He encouraged both buyers and sellers to participate by instilling confidence in the process, promising that he faithfully served them. Colonists had many choices when it came to acquiring and selling consumer goods. Gerrish used his advertisement to assure them that doing business at his auction house was an option well worth their consideration.