What was advertised in a colonial American newspaper 250 years ago today?
“Clothiers Press-Papers … much superior to any imported from Europe.”
John Waterman sought a clothier, “well experienced in all Parts of the Business,” to work at “the new and most compleat Works in the Colony” of Rhode Island, recently established at “the Paper-Mills in Providence.” According to the advertisement he placed in the January 15, 1774, edition of the Providence Gazette, candidates for the position would have “good Encouragement” if they could produce recommendations for their “Diligence, Steadiness, Activity and Integrity.” Waterman instructed “Any Person with the above Qualifications” to apply at the clothier works at the paper mill.
In addition to seeking an employee, Waterman used his advertisement for another purpose. He inserted a nota bene under his signature, advising the public that he sold “Clothier Press-Papers made by said WATERMAN, as good as any manufactured in America, and much superior to any imported from Europe.” He had deployed the same marketing strategy the previous summer, declaring that his “Clothier Press-Papers” were “equal to any made in America, and far superior to any imported from Europe.” In that advertisement, Waterman listed local agents in Providence, East Greenwich, and Newport, who also sold his product.
Throughout the imperial crisis, many advertisers made “buy American” appeals to consumers. They did so more frequently when relations with Parliament became more strained, but even in times of relative calm some still asserted that colonizers should purchase “domestic manufactures” instead of imported goods. Waterman did not make an explicitly political argument to readers of the Providence Gazette, though they certainly understood the context in which he proclaimed his “Clothiers Press-Papers” were “much superior to any imported from Europe.” Along with the politics, Waterman and others aimed to convince American consumers that they did not have to accept inferior products when they bought goods produced in the colonies. Waterman emphasized quality in his advertisement, likely trusting that readers would reach their own conclusions about other advantages of supporting his enterprise rather than purchasing similar items imported from Europe.
