John Keating

February 1

Carl Robert Keyes Daily Advert Update , , , , ,

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

New-York Gazette and Weekly Mercury (February 1, 1773).

“He most humbly addresses the Fair Sex, requesting their aid.”

John Keating regularly offered “READY MONEY … for CLEAN LINEN RAGS” in the New-York Gazette and Weekly Mercury in the late 1760s and early 1770s.  The papermaker needed as many rags as he could gather to supply his mill with raw materials.  To convince readers to make an effort to collect and submit rags, he developed appeals that emphasized both commerce and devotion to the best interests of the colonies.

In an advertisement that ran on February 1, 1773, for instance, Keating stated that the “advantages that must result to this colony from the establishment of manufactories in it, are so obvious that the subject needs no elucidation.”  Then he elucidated.  “Since paper manufactories were established in Pennsylvania, the money saved and brought into that province, the money saved and brought into the province” amounted to “the many thousand pounds of which is annually drained of[f] by purchasing paper in England.”  Supporting domestic manufactures, goods produced in the colonies, helped to address the trade imbalance with Great Britain.  Keating challenged readers to think about what more they accomplish by working together.  “Might not every shilling of this money be saved?  Have we not materials amongst ourselves?  Is our patriotism all pretence …?”

New Yorkers did indeed already have the materials necessary for making paper, clean linen rags.  Keating suggested that women played a vital role in sustaining the patriotic project that he pursued, declaring that he “most humbly addressed the Fair Sex, requesting their aid, without which it will be impossible for him to establish this manufactory upon a respectable or prudent footing.”  He requested that every “frugal matron … hang up a bag … and take care to put every piece of linen that is unfit for any other use, in it.”  When the bag was full, the frugal matron would sell the contents to Keating in an eighteenth-century version of recycling to support a good cause.  The papermaker indicated that in return for the clean linen rags the frugal matron would receive enough money to “supply herself and family with the very essential article of pins.”  Just as significantly, “she will have the satisfaction of being conscious of contributing her part to the advancement of her country.”  Women’s industry served a dual purpose when it manifested patriotism.

The project did not depend solely on those frugal matrons.  Keating also asked “young ladies to co-operate … in saving rags,” though he presented a more romantic rationale to them.  The papermaker asked young women to “observe a very curious remark made by the celebrated Mr. Addison in the Spectator, ‘That a young lady who sends her shift to the paper mill, may very possibly in less than six months, have it returned made into a piece of fair paper, upon which her lover has written a billet doux.’”  Although Keating (and Addision) asked young women to imagine love letters, their shifts and other linen garments may just as likely been transformed into newspapers that kept their households informed about the imperial crisis that faced New York and other colonies.

Women, both “frugal matrons” and “young ladies,” participated in politics and expressed their patriotism when they heeded the call of papermakers who encouraged them to collect clean linen rags.  Similarly, their actions and decisions made an impact when they produced homespun textiles and garments and participated in nonconsumption agreements.  During the era of the American Revolution, both men and women understood that the personal was political.  That included gathering clean linen rags in “a bag in some convenient part of the house.”

July 9

Carl Robert Keyes Daily Advert Update , , , ,

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

New-York Journal (July 9, 1772).

“Promote the interest of America.”

John Keating operated “PAPER MANUFACTORIES, At and near New-York” in the late 1760s and early 1770s.  He regularly advertised “ALL sorts of paper and paste board,” usually enhancing his newspaper notices with commentary intended to convince consumers to purchase goods produced in the colonies.  In an advertisement in the July 9, 1772, edition of the New-York Journal, for instance, he asserted that his paper “and other articles manufactured here, make a clear saving to this country of all the money that would have been sent out to purchase them from abroad.”  A greater number of advertisers promoted domestic manufactures when nonimportation agreements remained in effect, providing alternatives for consumers who wished for their shopping habits to match their politics, but such appeals tapered off when trade resumed.  Keating, on the other hand, remained adamant in calling on “all those who really wish to promote the interest of America” to “contribute their aid to the success of this undertaking.”

Keating imagined readers as more than consumers who would purchase his paper.  He also envisioned them as partners in producing it.  He needed resources, especially linen rags, “which are generally destroyed or thrown away as useless, tho’ they are absolutely necessary to a paper manufactory, which cannot be carried on without them.”  Colonizers played a vital role in supporting the production of paper in New York, “with which their own interest is closely connected.”  Some colonizers discarded rags that could have been transformed into paper at one of Keating’s “MANUFACTORIES.”  Others sent “considerable quantities … to other colonies,” prompting Keating to lament that the “the legislature have not yet thought proper to prohibit the exportation” of rags.  Even though the colonial assembly refused to act on that matter, colonizers in New York could choose to collect and send rags to Keating on their own.  He expressed his desire that “a due regard to their own interest will incline the inhabitants of this country to supply a manufactory among themselves.”

Keating invited colonizers to participate in both the production and consumption of paper made at his “MANUFACTORIES” in and near New York.  He reiterated that in doing so they not only supported a local business but also attended to “their own interest” in making goods produced in the colonies more widely available at lower prices than imported alternatives.  Doing so corrected trade imbalance that resulted from the colonies exporting resources and importing finished goods.  Keating advocated for the colonies producing more of the goods they consumed, but doing so required widespread cooperation.

March 12

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

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

Mar 12 - 3:12:1770 New-York Gazette and Weekly Mercury
New-York Gazette and Weekly Mercury (March 12, 1770).

“… from a Principle of Love to their Country.”

John Keating became a familiar figure in advertisements that appeared in the New-York Gazette and Weekly Mercury and other newspapers in the late 1760s and early 1770s.  He operated a paper manufactory and presented his enterprise as providing a patriotic alternative to paper imported from Britain.  He objected to the duties that Parliament levied on imported paper in the Townshend Acts while simultaneously noting that consumers could foil such attempts to tax them by purchasing paper made locally.  He also frequently took the pages of the New York’s newspapers to encourage colonists to participate in the production of paper by collecting rags and turning them over to him to be transformed into paper, as he did in the March 12, 1770, edition of the New-York Gazette and Weekly Mercury.

His entreaty commenced with a prologue that could have been part of a political tract rather than a newspaper advertisement: “THE Imposition of a Tax upon Goods imported from Great-Britain to her Colonies, altho’ a palpable Violation of their most sacred Rights, was not more injurious to them, than in itself impolitic, absurd and detrimental to Great-Britain, herself: Yet, notwithstanding the Absurdity of the Measure, the Contrivers of it had Cunning enough to lay the Tax upon Articles of necessary to us, that it was with Reason supposed we could not do without them, and therefore should be compelled by our Wants, to submit to the Imposition.”  From there, Keating outlined the nonimportation agreements that went into effect in several colonies, noting that “Friends to their Country” could play an important role in continuing to make paper available if only they would collect their rags and turn them over to the paper manufactory.  Keating estimated that there “are Rags abundantly sufficient for the Purpose” that colonists should save “from a Principle of Love to their Country.”

Keating frequently made such appeals, but on this occasion his exhortation may have gained additional urgency.  It ran next to a news item dated “BOSTON, March 1” that reported “the melancholy Affair at the North End.”  The Massachusetts Historical Society provides this summary of events that took place on February 22: “Ebenezer Richardson, a customs informer, fired a musket through a broken window in his house at a crowd of young men and boys who had been taunting customers of a store selling British imports.”  In addition to wounding others, Richardson killed Christopher Seider, age eleven.  His funeral on February 26 was a significant event.  According to the report in the New-York Gazette and Weekly Mercury, “a great Multitude of People assembled in the Houses and Streets to see the Funeral Procession, which departed “from Liberty-Tree.”  Killed less than two weeks before the Boston Massacre, Seider could be considered the first casualty of the American Revolution.  News of that “Bloody Massacre,” as Paul Revere labeled it, did not yet appear in the New-York Gazette and Weekly Mercury, but the death of Seider may have been sufficient to put Keating’s calls for colonists to collect rags into new perspective.  He offered a practical means for “Service they would do their Country, in whose Welfare their own is involved.”

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For a more complete accounting of the death and burial of Christopher Seider, see the series of articles by J.L. Bell on Boston 1775.

August 20

Carl Robert Keyes Daily Advert Update , , , ,

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

Aug 20 - 8:17:1769 New-York Chronicle
New-York Chronicle (August 17, 1769).

“A very curious Address to the Patriotic Ladies of New-York.”

John Keating’s advertisements for the “NEW-YORK PAPER MANUFACTORY” became a familiar sight in the New-York Chronicle and other newspapers printed in the city in the late 1760s. Keating marketed the goods produced at the manufactory – “Sheathing, packing, and several Sorts of printing Paper” – but he also solicited the supplies necessary for making paper. He regularly called on colonists to turn in clean linen rags “(for which ready Money will be given)” that would then be made into paper.

Keating’s advertisements had a political valence, sometimes explicitly, but always implicitly. Through the Townshend Acts, Parliament imposed duties on imported paper and other goods, prompting merchants and shopkeepers in several colonies to devise nonimportation agreements as a means of exerting economic pressure to achieve political ends. In addition to boycotts, advocates for American liberty encouraged domestic manufactures and the consumption of goods produced in the colonies as an alternative to imported wares. Keating’s “PAPER MANUFACTORY” resonated with political purpose even when he did not directly connect the enterprise to the ongoing dispute between Parliament and the colonies.

This iteration of Keating’s advertisement included a brief note that framed the paper manufactory in political terms: “A very curious Address to the Patriotic Ladies of New-York, upon the utility of preserving old Linen Rages, will make its Appearance in the next Chronicle.” No such article appeared in the next several issues, but a note from the editors indicated that “Several Entertaining Pieces from our Ingenious Correspondents” did not run “for want of room.” The “curious Address” likely rehearsed similar appeals to those that Keating and other colonists previously advanced in the public prints. Manufacturing paper in the colonies was a patriotic act. Participating in the production of paper gave colonists, including women, an opportunity to give voice to their own political sentiments. Although women neither voted nor served as elected officials in eighteenth-century America, they participated in politics through other means. Men often endorsed such acts and encouraged women to think about the political ramifications of their actions, as Keating did in this advertisement. Even without publishing the entire “curious Address,” Keating made it clear that women played a critical role in the political contest over taxes on paper.

July 9

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

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

Jul 9 - 7:6:1769 New-York Journal
New-York Journal (July 6, 1769).

“Ready Money, for clean Linen RAGS.”

By the first week of July in 1769, John Keating’s advertisement for the “NEW-YORK Paper MANUFACTORY” became a familiar sight in the New-York Journal. Keating called on colonists, especially “ALL Persons who have the Welfare of their Country at Heart,” to collect clean linen rags and turn them over to the paper manufactory to be made into paper. He offered “Ready Money” for rags, but encouraged readers to deliver rags “not so much for the Money they will immediately fetch” but instead for “the Benefit which will accrue to the Public in general” if the manufactory received enough rags “to make a sufficient Quantity of Paper, for our own Consumption.”

This was particularly important in the late 1760s because the Townshend Acts levied duties on imported paper. As part of their resistance efforts, colonists boycotted a vast array of imported goods, not just those subject to the new taxes, and encouraged “domestic manufactures” or local production as an alternate means of acquiring goods while simultaneously bolstering the colonial economy. Keating argued that consumers who purchased paper from the New-York Paper Manufactory kept “Sums of Money” in the colony that were otherwise “annually remitted” across the Atlantic. Furthermore, the manufactory employed “Numbers of poor People” who kept that money “in a circulating State” in the colony, rather than lost to merchants, manufacturers, and Parliament in Britain. Keating deployed a “Buy American” campaign during the imperial crisis, before thirteen colonies declared independence.

In its most recent iteration, Keating’s advertisement appeared in the New-York Journal at least once a month since its first insertion on February 9, 1769. It also ran on February 16, March 23, April 20, May 18, June 8, and July 6. This copy for this iteration, for the most part, replicated a similar advertisement that ran in the summer of 1768. Over the course of a year, Keating was consistent in the message he communicated to colonists, encouraging them to participate in both the production and consumption of paper from the New-York Paper Manufactory.

The sporadic appearance of his advertisement in the New-York Journal raises questions about the arrangements Keating made with John Holt, the newspaper’s printer. Holt and others who worked at his printing office kept the type set over the course of several months, intending to insert the advertisement repeatedly. It ran once a month, but not on a regular schedule, such as in the first issue of the month. Did it appear when Keating ran low on rags and instructed Holt to run the advertisement once again in hopes of obtaining the materials he needed to operate his business? Did Holt insert Keating’s advertisement when running low on other content and needing to fill space? Did the two offer in-kind services to each other, such a supply of paper in exchange for advertising? Did Holt charge reduced advertising rates for Keating? After all, as a printer, Holt had a particular interest in having access to paper that may have prompted him to cultivate a relationship with the proprietor of the New-York Paper Manufactory.

By itself, any insertion of Keating’s advertisement tells a story of politics and the production and consumption of paper when colonists answered the Townshend Acts with nonimportation agreements. The repeated insertion of the advertisement, however, hints at another story about the business practices at both the New-York Journal and the New-York Paper Manufactory. Ledgers and correspondence, if they still exist, might shed more light on Keating’s advertising campaign. Without additional sources, the sporadic yet frequent insertion of the same advertisement for the New-York Paper Manufactory in the New-York Journal over the course of several months testifies to a message regularly communicated to readers while obscuring some of the decisions made by both the printer and the paper manufacturer in the process of presenting arguments in favor of supporting this local enterprise.

July 14

Carl Robert Keyes Daily Advert Update , , , ,

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

Jul 14 - 7:14:1768 New-York Journal
New-York Journal (July 14, 1768).

“Ready Money for clean Linen Rags.”

When John Keating placed an advertisement for the New-York Paper Manufactory in the July 14, 1768, edition of the New-York Journal, he did not merely seek customers. Instead, he sought supplies, rags in particular, necessary for the functioning of his enterprise. Throughout the colonies, newspaper readers frequently encountered calls for rags. Printers often inserted brief, generic notices that requested readers submit clean rags that could be made into paper. In the second half of the 1760s, in the wake of the Stamp Act and the Townshend Act, the calls for rags became lengthier and more elaborate, especially as the proprietors of the New-York Paper Manufactory and its counterparts in other colonies linked economic and political purposes to the formerly mundane process of collecting rags for paper production.

Keating made the stakes clear when he addressed “All those who have the Welfare of the Country at Heart.” Rather than think of linen rags as useless or contemplate the small sums they might yield in trade, he insisted that readers consider “the Benefit which will accrue to the Public in general if the Manufactory is supplied with Rags.” Increasing the volume of paper produced locally would reduce dependence on imports. Turning over rags to Keating and the New-York Paper Manufactory would “enable us to make a sufficient Quantity of Paper for our own Consumption, and by this Means keep in the Province the Sums of Money, which is annually remitted for this single Commodity.” In other words, colonists sent too much of their money to England, never to see it again due to an imbalance in trade, when they purchased paper that could otherwise be produced locally. In addition, the New-York Paper Manufactory created jobs: “by manufacturing of it here, Numbers of poor People are daily employ’d.” Overall, supporting the New-York Paper Manufactory amounted to an expression “of public Utility.”

John Keating was part of an incipient “Buy American” campaign that emerged in the 1760s and increasingly found expression in newspaper advertisements as the imperial crisis intensified. Just as consumption practices took on political valences, so too did some of the most mundane of daily activities, such as the decision to save rags for “the Welfare of the Country” rather than discard them.

February 18

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

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

Feb 18 - 2:18:1768 New-York Journal
New-York Journal (February 18, 1768).

“All those that really have the Welfare of their Country at Heart, are desired to consider seriously, the Importance of a Paper Manufactory to this Government.”

The Townshend Act assessed new taxes on all sorts of imported paper. When it went into effect on November 20, 1767, many colonists vowed to encourage and purchase domestic manufactures, especially paper, as a means of resisting Parliament overreaching its authority. Calls for colonists to collect linen rags and turn them over to local papermakers, not uncommon before the Townshend Act, took on a new tone once the legislation went into effect.

The “Manufacturers of PAPER at Milton” in Massachusetts placed an advertisement in the Boston-Gazette in late November 1767. In it, they addressed “All Persons dispos’d in this Wat to encourage so useful a Manufacture.” The “Manufacturers” aimed to collect enough rags quickly enough to replenish the “large Quantities of Paper” that “fortunately arriv’d from Europe before the Duties could be demanded.” Ultimately, the “Manufacturers” wished to produce so much paper that colonists would never have to purchase imported paper again (and thus avoid paying the new taxes), but that required the cooperation of consumers participating in the production process by saving their rags for that purpose.

In January 1768, Christopher Leffingwell placed a similar advertisement in the New-London Gazette. He issued a call for “CLEAN LINEN RAGS” to residents of Connecticut, calling collection of the castoffs “an entire Saving to the COUNTRY.” He encouraged “every Friend and Lover” of America to do their part, no matter how small. Leffingwell suggested that producing paper locally benefited the entire colony; the economy benefited by keeping funds within the colony rather than remitting them across the ocean as new taxes. With the assistance of colonists who collected rags, Leffingwell could “supply them with as good Paper as is imported from Abroad, and as cheap.”

John Keating joined this chorus in February 1768. In an advertisement in the New-York Journal he even more explicitly linked the production and consumption of paper to the current political situation than Leffingwell or the “Manufacturers of PAPER at Milton.” He opened his notice by proclaiming, “All those that really have the Welfare of their Country at Heart, are desired to consider seriously, the Importance of a Paper Manufactory to this Government.” Purchasing paper made in America represented a double savings: first on the cost of imported paper and then by avoiding “a most arbitrary and oppressive Duty” that “further drain’d” the colony of funds that would never return.

Keating acknowledged that collecting rags might seem small and inconsequential, yet he assured colonists that collectively their efforts would yield significant results. He recommended that they cultivate a habit of setting aside their rags by hanging a small scrap in a visible place “in every House” as a reminder. Readers who followed that advice transformed domestic spaces into political venues; otherwise mundane actions took on political meaning as both members of the household and visitors noticed clean linen rags hung as reminders to encourage domestic production and consumption. In the end, Keating predicted that this “would have the desired Effect, and supply us with Paper at home sufficient for our own Use … whereas now we are obliged to send Money abroad, not only to pay for Paper at a high Price, but an oppressive Duty upon it into the Bargain.” Keating not only advanced a “Buy American” campaign but also encouraged colonists to participate in the production of domestic manufacturers for the common good.