January 15

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

Boston Chronicle (January 12, 1769).

The sittings of the superior and inferior courts … may be depended on as correct.”

In January 1769, printers and booksellers throughout the colonies advertised almanacs for the new year, attempting to sell excess inventory rather than take a loss on surplus copies. In his efforts to incite demand for a second edition of “BICKERSTAFFs BOSTON ALMANACK,” John Mein emphasized the accuracy of its contents, especially the dates of the “sittings of the superior and inferior courts” in Massachusetts. In so doing, Mein implicitly referenced a dispute between other printers in Boston, William McAlpine on one side and T. and J. Fleet, Edes and Gill, and Richard Draper on the other. After McAlpine issued Nathaniel Ames’s Astronomical Diary, or, Almanack for the Year of our Lord Christ 1769 in the fall of 1768, a cabal of rival printers published a counterfeit edition of the popular almanac. To add insult to injury, they promoted the pirated copy by running advertisements that claimed “a counterfeit Ames’s Almanack has been printed not agreeable to the original copy” and implied that it contained “above Twenty Errors in the Sittings of the Courts.”

Mein did not weigh in on that controversy, but as one of the printers of the Boston Chronicle he almost certainly would have been aware of it. With so many competing titles, he took advantage of an opportunity to distinguish the almanac that he printed and sold at his bookstore on King Street. His advertisement in the January 12 edition of the Boston Chronicle did not comment on any of the contents except to declare the accuracy of the court dates. Mein did not highlight any of the entertaining features. He did not promote other useful information included in the almanac. Instead, he assured prospective customers that “The sittings of the superior and inferior courts of this province, inserted in this Almanack, may be depended on as correct; being obtained from a Gentlemen, one of the Clerks of the court.” Mein had done his due diligence in confirming the dates with a reputable source before taking the almanac to press. Furthermore, “The same care has been taken with the courts of the other provinces.” Prospective customers who might have business in Connecticut, New Hampshire, or Rhode Island could depend the accuracy of the dates in Bickerstaff’s Boston Almanack.

That Mein issued a second edition testified to the popularity of the almanac, yet he presented readers an additional reason for choosing it over others. Amidst the uncertainty of which edition of Ames’s Almanack contained accurate information, consumers could sidestep the confusion by purchasing Bickerstaff’s Boston Almanack instead. Its contents had been carefully compiled after consultation with officials who possessed the most accurate information about when the courts would conduct business in 1769.

January 2

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

“Received many intimations and advices, from numbers of our Subscribers.”

Boston Chronicle (January 2, 1769).

When the Boston Chronicle concluded its first year of publication, printers John Mein and John Fleeming inserted a lengthy notice that listed several proposed “Amendments and Additions.” These included “enlarg[ing] the size of our Paper one half more,” starting on the first Monday of January 1769. When that day arrived, however, Mein and Fleeming published a new address “To the PUBLIC” to explain that they had further revised their proposals in response to requests received “from numbers of our Subscribers.” Rather than a larger newspaper delivered once a week on Mondays, those subscribers stated a preference for an “additional Paper on THURSDAY, or SATURDAY.”

While certainly informal compared to modern standards, this feedback amounted to market research for the printers. Mein and Fleeming weighed the evidence before making their final determination about the new plan for their publication. In choosing between Thursday and Saturday for a second edition, they opted for Thursday due to “the greatest number of our Subscribers inclining to have it on that day.” Yet they did not wish to disappoint those who desired a Saturday edition. To that end, they devised an alternative when circumstances permitted: “to oblige our friends, who wish for part of the paper on SATURDAY evening, whenever the southern post arrives before seven o’clock, we shall publish four pages that night.” Subscribers who lived in town could send for their newspapers two hours after the arrival of the post. Any who declined to do so could depend on the newspaper being delivered on Monday as usual.

Mein and Fleeming underscored that they made these changes in acknowledgment of the needs and desires expressed by their customers: “this alteration is made at the request of a great number of our Subscribers, and is designed for the better entertainment of the whole.” The printers made it their “first and principal study to give them satisfaction.” In other words, when presented with the results of rudimentary market research, Mein and Fleeming adjusted their business model accordingly in order to better serve their customers. In so doing, they commenced a new publication schedule unlike that of any other newspaper in the city. The Boston Evening-Post, the Boston-Gazette, the Boston Post-Boy, the Boston Weekly News-Letter, Draper’s Massachusetts Gazette, and Green and Russell’s Massachusetts Gazette all continued as weeklies. The Boston Chronicle became a semiweekly in response to customer demand, at least according to the address “To the PUBLIC” the printers inserted in the first issue for 1769.

December 12

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

Boston Chronicle (December 12, 1768).

The peculiar advantage of having most of their Advertisements preserved and generally in view.”

The masthead of the December 12, 1768, Boston Chronicle proclaimed that it was “VOL. I. NO. 52.” John Mein and John Fleeming, the publishers acknowledged the milestone in a notice that they inserted immediately before the other advertisements at the end of the issue. “THE first year of the Publication of the BOSTON CHRONICLE being now concluded,” the publishers proclaimed, “we take this opportunity of returning our thanks to all the Gentlemen and Ladies, who have contributed to support it.” Partly out of appreciation and partly out of enthusiasm for commencing another year of publication, Mein and Fleeming then outlined several “Amendments and Additions” to the plan for their newspaper.

Each of the six enumerated “Amendments and Additions” marketed the Boston Chronicle in one way or another. The first, for instance, stated that they would enlarge the size of the newspaper by half “without any additional expence to the Subscribers.” The change would commence with the first issue of 1769. This change would make space for the third, fourth, and fifth improvements to the newspaper: reviews of “every New Book of Note, published in Great-Britain,” more comprehensive reporting of “Religious Disputes,” and, most ambitiously, “Every piece of history, politics, entertainment, agriculture, or poetry, &c. &c. that shall be judged worthy of inserting.” Space constraints and “the length of the historical and political articles” had previously prevented Mein and Fleeming from including all the content they considered valuable to subscribers, but enlarged editions would remedy that. If all of this was not enough, the publishers also offered a premium to subscribers: “an elegant copper-plate [map], the size of a folio page.” The second of the “Amendments and Additions” stated that subscribers would receive this gift gratis sometime within the coming year. Mein and Fleeming envisioned it as an annual tradition.

The sixth and final improvement addressed advertising: “Advertisements will be inserted at a very reasonable price.—The Advertisers will enjoy the peculiar advantage of having most of their Advertisements preserved and generally in view, as the Papers are calculated to be bound up at the conclusion of the year.” Mein and Fleeming imagined that subscribers collected every issue of the Boston Chronicle throughout the year, with the intention of taking them to bookbinder to be bound into a single volume. Subscribers could then consult the “historical and political articles” later, but that was not the only content they would peruse. They would also encounter advertisements as they once again consulted the pages of the Boston Chronicle. According to Mein and Fleeming, the newspaper was not disposable. The advertisements were not ephemeral. Instead, both would continue to inform, educate, and influence people long after first published.

When they announced their “Amendments and Additions” to mark the first complete year of publishing he Boston Chronicle, Mein and Fleeming focused primarily on the benefits to subscribers, but not exclusively. They also promoted their newspaper as a mechanism for distributing advertisements, aiming to increase the number of paid notices as well as the number of subscribers.

May 2

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

May 2 - 5:2:1768 Page 183 Boston Chronicle Supplement
Supplement to the Boston Chronicle (May 2, 1768).

LONDON BOOK-STORE, North-side of KING-STREET, Boston.”

Like many other printers in eighteenth-century America, John Mein and John Fleeming took advantage of publishing a newspaper to insert advertisements for their own goods and services. In addition to a note in the colophon advising prospective clients that “All Manner of Printing-work performed at the most reasonable Rates” at their printing office in Newbury Street, the partners included two advertisements for books they sold in the May 2, 1768, edition of the Boston Chronicle. One appeared in the standard issue and the other in the supplement that accompanied it.

The first did not deviate significantly from the length of most other advertisements in their newspaper. It promoted their pamphlet that collected together John Dickinson’s “Letters from a Farmer in Pennsylvania,” proclaiming that each was “Printed exactly from the Philadelphia papers, in which these Letters were first published.”

The second occupied significantly more space. In it, Mein published a book catalog that listed many of the titles from the “very GRAND ASSORTMENT of the BEST BOOKS in every branch of POLITE LITERATURE, ARTS, and SCIENCES” in stock at the London Book-Store on King Street. This advertisement filled an entire page as well as the first column of the next page, four of the twelve columns in the supplement.

Full-page advertisements were rare but not unknown in the 1760s. Still, scholars of advertising and printing history must be careful when distinguishing among such advertisements, especially when working primarily with digitized sources. No matter the actual size of an original, databases of digitized newspapers standardize it to the size of the screen. When scholars print those sources they are once again standardized when remediated, this time to an 8.5×11 sheet of office paper. Thus a page from the May 2, 1768, edition of the Boston Chronicle appears to be the same size as a page from the May 2, 1768, edition of the Boston Evening-Post.

Yet that was not the case. The production process created material texts of two different sizes. The Boston Evening-Post, like most other newspapers printed in the colonies at the time, was a folio newspaper. In other words, each issue consisted of four pages created by printing two per side and folding a broadsheet in half. The Boston Chronicle, on the other hand, was a quarto newspaper. It had been folded once again, yielding eight pages from a single broadsheet rather than just four. The pages were smaller, changing the experience of carrying and reading the newspaper.

This also changed the proportion of space constituted by a single page in quarto-sized newspapers. In standard issues, each page accounted for one-eighth rather than one-quarter of the content. In supplements, each page accounted for one-quarter rather than one-half. This does not diminish the significance of Mein and Fleeming devoting so much space in the May 2, 1768, edition of the Boston Chronicle to their own advertisements, especially since the full-page advertisement in the supplement flowed through an entire column on a subsequent page. At the same time, however, the magnitude of this innovation must be measured against the size of the actual page rather than the deceptive size of the remediated image. The publishers created a spectacle, but since a full-page advertisement required less space in their newspaper than in most others they also left room for news items and paid notices.

May 2 - 5:2:1768 Page 184 Boston Chronicle Supplement
Supplement to the Boston Chronicle (May 2, 1768).

January 15

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

Jan 15 - 1:15:1768 New-Hampshire Gazette
New-Hampshire Gazette (January 15, 1768).

“Mein and Fleeming’s REGISTER … With all the BRITISH LISTS.”

John Mein and John Fleeming marketed “Mein and Fleeming’s REGISTER FOR NEW ENGLALD [sic] AND NOVA SCOTIA, With all the BRITISH LISTS, AND AN Almanack for 1768” in several newspapers in New England in late 1767 and early 1768. Their advertisement in the January 15, 1768, edition of the New-Hampshire Gazette indicated that readers could purchase copies directly from Mein at his “London Book Store, in Kingstreet Boston” or from local vendors, either William Appleton, a bookseller, or Daniel Fowle and Robert Fowle, the printers of the colony’s only newspaper.

Their advertisement, which extended an entire column, also elaborated on the contents. Despite the length, the advertisement placed relatively little emphasis on many of the standard items included in almanacs, such as “Sun’s rising and setting” and other astronomical details. Instead, Mein and Fleeming devoted much more space to the various “BRITISH LISTS” in their Register, including “Marriages and Issues of the Royal Family,” “Summary of the house of Commons,” and “Officers of His Majesty’s houshold.” The Register also contained lists of colonial officials in Massachusetts, New Hampshire, Connecticut, Rhode Island, and Nova Scotia.

Both the contents and the advertisement distinguished “Mein & Fleeming’s REGISTER” from all other almanacs for 1768 advertised anywhere in the colonies. Though useful, the astronomical calculations seemed secondary to content that positioned the American colonies within an expansive and powerful British empire. Mein and Fleeming, both Tories, began publishing the Boston Chronicle, near the end of December 1767. Although that publication only ran until 1770, it qualifies as a Loyalist newspaper based on the editorial position of the printers. Mein and Fleeming pursued a single purpose in simultaneously publishing the Boston Chronicle and their Register: deploying print culture to celebrate their identity as Britons at a time that the imperial crisis intensified as a result of an ongoing trade imbalance between colonies and mother country, the imposition of new duties when the Townshend Act went into effect in November 1767, and renewed nonimportation agreements that commenced at the beginning of 1768.

Even if readers of the New-Hampshire Gazette and other newspapers that carried Mein and Fleeming’s advertisements did not purchase or peruse the Register, the extensive notice reminded them that they shared a common culture with king, nobles, and commoners on the other side of the Atlantic. Lengthy lists of officials that served the empire and colonies on both sides of the Atlantic suggested good order and the benefits of being British, a system that many colonists did not wish to disrupt unnecessarily in the process of seeking redress of grievances from Parliamentary overreach. Mein and Fleeming may not have been able to make such arguments explicitly among the news items in newspapers published by others, but they could advance that perspective implicitly in the advertisements they paid to place in those publications.

October 22

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

Oct 22 - 10:22:1767 Page 1 Boston Chronicle
Subscription Notice for the Boston Chronicle (October 22, 1767).

“PROPOSALS FOR PRINTING a NEW WEEKLY PAPER.”

Two months before it commenced publication, John Mein and John Fleeming distributed a subscription notice for “PRINTING a NEW WEEKLY PAPER, called The Boston Chronicle.” Their proposals advertised the newspaper in advance in an effort to gain as many subscribers as possible before the first issue even went to press. Although they did not say so explicitly in their subscription notice, they stood to sell more advertising if they could demonstrate that they attracted sufficient subscribers.

Mein and Fleeming’s broadsheet subscription notice had three parts. One side outlined the “CONDITIONS” of publication, a standard aspect of any eighteenth-century subscription notice, whether it appeared as a newspaper advertisement, on a magazine wrapper, or as a separate broadside. The other side enumerated the types of news items to be included in the new publication and described the networks the printers had established for acquiring that content.

The “CONDITIONS” provided a general overview of the newspaper. Mein and Fleeming promoted the material aspects, including the paper and type, and asserted that the subscription notice itself was a “SPECIMEN” of the newspapers prospective subscribers could expect to receive. Rather than the standard four pages, the Boston Chronicle would be eight pages, yet Mein and Fleeming specified a low price. Although it was an “EXTRAORDINARY SIZE,” it was still affordable. The weekly paper would be distributed on Mondays, like most of its competitors in Boston, and the publishers welcomed “Subscriptions from the Country,” promising to deliver the newspaper to subscribers outside the city “with the utmost regularity.”

In terms of content, they promised “All the current news, foreign and domestic, ecclesiastical or military.” Of particular interest, they would publish “debates in the great assemblies,” “Remakrkable and interesting cases, civil or criminal,” and “Whatever may contribute to promote agriculture, population, trade and manufactures in America.” Not surprisingly, given that Mein and Fleeming were both booksellers, the Boston Chronicle would include “An account of the new books” to guide readers in making their own purchases.

To obtain the necessary content, the publishers reported that “A correspondence has been established, in several parts of Great-Britain, but particularly in LONDON, by which we will receive, by every vessel, all the news-papers of any note, and every Magazine, Review, and political pamphlet without exception.” In addition, their “friends have also promised to send private anecdotes” that might not appear in newspapers printed in England. To collect as much news as possible, Mein and Fleeming had also cultivated correspondents “along the whole continent and West Indies.” They were indeed committed to receiving “All the current news, foreign and domestic” so they could pass it along to their subscribers.

Mein and Fleeming distributed the first issue of the Boston Chronicle on December 21, 1767. They continued publication for two and half years, releasing the final issue in June 1770. Their subscription notice almost certainly helped them initially as they sought sufficient subscribers, but the Boston Chronicle, like many other eighteenth-century newspapers, had a short run in the face of competition and political turmoil.

Oct 22 - 10:22:1767 Page 2 Boston Chronicle
Subscription Notice for the Boston Chronicle (October 22, 1767).

October 16

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

Oct 16 - 10:16:1767 Page 1 New-London Gazette
First Page of the New-London Gazette (October 16, 1767).

“MEIN, At the LONDON BOOK-STORE, North Side of KING-STREET, BOSTON.”

The Adverts 250 Project previously featured an extraordinary advertisement that John Mein placed in the New-London Gazette in the fall of 1767. Not only did Mein, a Boston bookseller, advertise in a distant newspaper, his advertisement occupied nearly two entire pages. That was a bold and innovative marketing strategy.

It was not a one-time gimmick. Mein placed a similar advertisement in the October 16, 1767, edition of the New-London Gazette, an advertisement that was even more elaborate than the previous one. The new version extended over six columns, two entire pages (with the exception of the masthead on the first page). Mein’s advertisement accounted for half of that issue of the newspaper, limiting the amount of space for news items and prompting the printer to insert a notice that “Advertisements omitted will be in our next.”

This new advertisement had another feature that distinguished it from the previous version. It appeared on the first and fourth pages of the four-page newspaper (rather than the final two pages). This meant that it was both the first and last item readers encountered when they read that issue of the New-London Gazette. In addition, if a reader held the open newspaper aloft to read the second and third pages, observers would glimpse only the first and last pages. From their perspective it would appear that the New-London Gazette contained nothing except Mein’s advertisement. Similarly, a closed copy of the newspaper sitting on a desk or table assumed the appearance of a broadsheet book catalogue since no other advertisements or news items would have been visible.

Theses visual aspects that depend on the material qualities of the newspaper might be overlooked when working with a copy bound into a volume with other issues of the New-London Gazette, a common practice for preserving and archiving eighteenth-century newspapers. Deprived of the ability to exist as a separate issue but instead reduced to four consecutive pages in a larger book, the transformed newspaper does not immediately suggest all of the visual characteristics that early American readers would have experienced. The same could also be said of digitized versions of the advertisement, each page completely disembodied from the others. The greater significance of Mein’s advertisement becomes apparent only upon contemplating how the form in which the New-London Gazette was originally delivered to readers, not just the format the issue happens to occupy in the twenty-first century.

Oct 16 - 10:16:1767 Page 4 New-London Gazette
Final Page of New-London Gazette (October 16, 1767).

 

October 8

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

Oct 8 - 10:8:1767 Massachusetts Gazette
Massachusetts Gazette (October 8, 1767).

The Advertisements taking up so much Room, the several Articles intended for this Page are thrown into a SUPPLEMENT.”

This notice appeared at the bottom of the first column on the second page of the October 8, 1767, edition of the Massachusetts Gazette. Richard Draper followed a standard procedure among eighteenth-century printers: when faced with too much content to fit into the allotted space he opted to distribute a two-page supplement along with the regular issue. This happened fairly frequently, especially in major port cities. Higher concentrations of residents meant greater numbers of advertisements to squeeze into each week’s four-page issue, sometimes yielding supplements devoted almost exclusively to advertising. The October 8 supplement, however, consisted primarily of news items as a result of “The Advertisements taking up so much Room” in the regular issue.

Draper and the Massachusetts Gazette did not have a higher number of advertisers than usual. Instead, advertisements placed by two local shopkeepers occupied significant amounts of space. Shopkeeper Jolley Allen continued publication of his lengthy list-style advertisement that filled two entire columns on the final page. Not to be outdone, bookseller John Mein commenced a new full-page advertisement for his “grand Assortment of the most MODERN BOOKS In every Branch of Polite Literature Arts and Sciences,” the one that he intended to launch in the Boston-Gazette three days earlier. That advertisement combined a previous advertisement for “A NEW EDITION of Dilworth’s Spelling Book” (set apart almost as a distinct advertisement in the lower right corner) and descriptions of two other books followed by a list of other books and stationery supplies in stock. The compositor created four narrow columns instead of the usual three slightly wider ones, resulting in a new look for that particular page compared to the rest of the newspaper.

Overall, just two advertisements accounted for nearly half of the October 8 issue of the Massachusetts Gazette, making the supplement practically a necessity. This happened as a result of both the printer and the advertisers experimenting with the format for newspaper notices. Although colonial newspapers published full-page advertisements sporadically in the 1760s, having an issue dominated by only two advertisements would have been an extraordinary event for readers, one that would have garnered even more notice among potential customers for John Mein and Jolley Allen.

October 5

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

Oct 5 - 10:5:1767 Boston-Gazette
Boston-Gazette (October 5, 1767).

As the Articles in this Advertisement were very numerous, we are obliged to omit them till the next Week for want of Room.”

Bookseller John Mein frequently placed advertisements in Boston’s newspapers (and sometimes publications in other towns) in the 1760s. Even if they had never visited the “LONDON BOOK-STORE North Side of King-Street,” regular readers of the Boston-Gazette would have been familiar with Mein’s marketing efforts. On occasion his advertisements occupied even more space than those inserted by shopkeepers with the most extensive lists of imported merchandise, extending anywhere from an entire column to an entire page. Mein intended to publish another lengthy advertisement in the Boston-Gazette on the first Monday in October 1767, but had to settle for a shorter notice.

Actually, Mein placed two advertisements in the October 5 issue. One appeared at the top of the third column on the second page, to the right of an open letter “To The People of Boston and all other English Americans,” a letter that argued Parliament had renewed its attempts to reduce the colonies to “perfect slavery.” This relatively short advertisement amounted to a single square, the standard length for most paid notices in that issue. The second advertisement, approximately two squares, appeared in the middle of the third column on the third page, less easy to distinguish among the other notices on the page.

Both advertisements announced that Mein stocked “A Grand Assortment Of the most modern BOOKS, In every Branch of polite Literature, Arts and Sciences” (though the typography differed significantly). The shorter notice also indicated that since “the Articles in this Advertisement were very numerous, we are obliged to omit them till the next Week for want of Room.” The second notice focused primarily on a single volume, a new edition of “Dilworth’s Spelling Book” just published on “fine Paper” with new type. It concluded with a brief note that “Printed Catalogues may be had Gratis at the Store” on King Street. Surely Mein’s catalog included many of the books he meant to advertise in the Boston-Gazette that week had space permitted.

Given the placement of Mein’s advertisements within the newspaper, he may not have submitted two separate notices for publication. Instead, the printers may have created the shorter advertisement, with its announcement anticipating a lengthier list of Mein’s titles in the next issue, and given it a prominent place to compensate for not publishing all of the copy Mein submitted. When the advertisement did appear the following week, it filled an entire page. Given the expense that Mein incurred, the printers may have considered a second advertisement promising more information about Mein’s “Grand Assortment Of the most modern BOOKS” the least they could do when they ran out of space to publish the list in its entirety. After all, they wanted to encourage the bookseller to continue (to pay) to insert lengthy advertisements in their newspaper.

Mein intended to attract attention through the volume of his advertising, yet circumstances prompted the printers to deliver an alternate marketing strategy. They incited interest by temporarily withholding the complete advertisement while simultaneously giving the announcement a prominent place in the publication to increase the number of potential customers who would read it.

September 25

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

Sep 25 - 9:15:1767 Page 3 New-London Gazette
New-London Gazette (September 25, 1767).

“London BOOK-STORE, North Side of KING-STREET, BOSTON.”

John Mein, prominent bookseller in Boston, placed an extraordinary advertisement in the September 25, 1767, edition of the New-London Gazette. A regular advertiser in Boston’s newspapers, Mein previously experimented with a full-page advertisement in the Massachusetts Gazette two months earlier. The length of his advertisement in the New-London Gazette, however, far exceeded that previous notice: it extended nearly two full pages and amounted to almost half of the entire issue. Mein’s advertisement for “A very GRAND ASSORTMENT of the most modern BOOKS, in every Branch of polite Literature, Arts and Sciences” filled the entire third page and all but the second half of the final column on the fourth page. It took up so much space that Timothy Green, the printer, inserted a notice at the bottom of the second page to assure readers (and advertisers whose notices had been squeezed out to make room for Mein) that “Advertisements omitted will be in our next.” Although not unknown, full-page newspaper advertisements were not common in the 1760s. When they did appear they merited special notice, yet they seemed restrained compared to Mein’s nearly-two-page advertisement.

Mein’s extensive advertisement qualified as exceptional for another reason: he operated the “LONDON BOOK-STORE” on King Street in Boston, yet he supplemented his marketing efforts in local newspapers with a newspaper notice in faraway New London, Connecticut. Retailers frequently acknowledged that they served customers in the hinterlands that surrounded their own cities and towns, but they rarely placed advertisements in newspapers published in other colonies if they had local alternatives. Retailers in Boston, for instance, expected that when they advertised in any of the city’s four newspapers that they would attract customers from other parts of Massachusetts beyond the busy port. They typically did not, however, insert advertisements in newspapers printed in other towns, each with their own hinterlands in other colonies. Mein deviated from standard practices related to newspaper advertising, apparently considering the opportunity to enter new markets worth the investment. He had previously published book catalogs that may have been distributed far beyond Boston. Any customers they generated may have encouraged him to consider advertising in newspapers in distant cities. He acknowledged customers who resided outside Boston in the final paragraph of his advertisement: “Gentlemen, Traders, &c. who send Orders, may depend on being served with the utmost Fidelity and Dispatch, and as cheap as if present.” In his efforts to gain customers from markets beyond Boston, Mein anticipated and addressed potential obstacles that might prevent them from patronizing his business.

Sep 25 - 9:15:1767 Page 4 New-London Gazette
New-London Gazette (September 25, 1767).