Joseph Russell

April 16

Carl Robert Keyes Daily Advert Update , , , ,

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

Providence Gazette (April 16, 1774).

“New-England Rum and Melasses, Claret and Lisbon Wine.”

Joseph Russell and William Russell regularly advertised in the Providence Gazette in the 1760s and 1770s.  In the spring of 1774, the merchants inserted a notice that listed a variety of commodities, including “Jamaica and Barbados Rum, New-England Rum and Melasses, Claret and Lisbon Wine, Coffee, Sugar, Indico, Alspice, large Rock Salt, [and] choice Connecticut Beef and Pork, in Barrels and Half Barrels.”  They did not happen to include tea among their inventory, at least not among the items they enumerated in their newspaper advertisement, even though they frequently stocked it in the past.  Just over a year earlier, they led one of their advertisements with “Excellent Bohea Team, which for Smell and Flavor exceeds almost any ever imported, by the Chest, Hundred, or dozen Pounds.”  Perhaps the crisis around tea – the Boston Tea Party and the efforts of the Sons of Liberty to turn away ships carrying tea in other port cities – convinced them not to advertise that commodity.  As they often did, the Russells concluded with a promise of various “English and Hard-Ware Goods.”

Compared to many of the advertisements they ran in the 1760s, their notices became more restrained in the 1770s.  Their advertisement for the spring of 1774 filled the standard “square,” roughly equivalent in length to most other paid notices in the Providence Gazette.  In contrast, their advertisement in the March 19, 1768, edition listed dozens of items.  The Russells demonstrated that “their assortment is very large” and “customers will have the advantage of a fine choice” with an advertisement that extended more than a column.  On previous occasions, they ran full-page advertisements, including in the November 22, 1766, and November 7, 1767, editions of the Providence Gazette.  Many of their advertisements from the 1760s tended to look like the one for “HILL’s ready Money Variety Store” that appeared in the spring of 1774.  Why did the Russells opt for less elaborate advertisements when facing such competition?  Perhaps they felt secure in their reputation, deciding that shorter notices made customers sufficiently aware of their merchandise.  In 1772, the prominent merchants built “the second brick edifice and the first three-story structure in Providence,” making them and their business even more visible to residents of the growing port.  As their wealth increased and their status reached new heights, the Russells had other means of attracting attention to their enterprise beyond newspaper advertisements, yet they still considered streamlined notices valuable investments in advancing their entrepreneurial activities.

March 17

Carl Robert Keyes Daily Advert Update , , , , ,

GUEST CURATOR:  Adam Ide

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

Massachusetts Gazette and Boston Weekly News-Letter (March 17, 1774).

“Will be Sold by PUBLIC VENDUE, at the Auction-Room in Queen-Street.”

In this advertisement, the auctioneer Joseph Russell was advertising an auction that he was running in which the property of “a Gentleman lately deceased” would be sold off. The practice of auctioning made its way into the colonies through its popularity in England in the seventeenth and eighteenth centuries.

This advertisement originally caught my eye because they were selling off the property of a dead man. I wondered it that could be seen as disrespectful to the family and the memory of whoever’s items were being auctioned off. However, upon further research, I learned that “for most residents [of the British colonies], it was at local auctions—estate auctions, sheriffs’ sales, and discount vendues—that bidders, sellers, and observers created a body of knowledge that established a link between price and value.”[1]

Ellen Hartigan-O’Connor writes about the ways in which colonists interacted with each other and took part in consumer culture by participating in public auctions. Hartigan-O’Connor claims that “[w]ith each exchange, people reflected on what goods were worth” since there was no easy-to-come-by comparative price information.[2] Many were left “to wonder how much they should pay for tools, teapots, or thread if the prices fluctuated with market availability.”[3]

Thankfully for colonists, auctions or “vendues” or “public sales” offered a solution. Unlike regular retail, which relied on the fluctuation of the markets and the importation of new goods, auctions allowed the price that someone was willing to pay to determine the value. Through this method, “it was only at the end, when the hammer strike closed the bidding at a final price, that the assembled community learned what they really considered to be the value of an object.”[4] So despite my initial hesitance toward an estate sale, having one’s items sold at “PUBLIC VENDUE” after one died not only gave people an opportunity to purchase goods outside of the fluctuating markets of the time, but it also allowed the community to determine for themselves the value of the items being sold.

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ADDITIONAL COMMENTARY:  Carl Robert Keyes

Adam chose one of many auction notices that appeared in Boston’s newspapers during the week in March 1774 that he examined for his duties as guest curator of the Adverts 250 Project and the Slavery Adverts 250 Project.  As he notes in his examination of Joseph Russell’s advertisement for an upcoming “PUBLIC VENDUE,” auctions were a popular means of buying and selling goods in eighteenth-century America.  Russell’s notice in the Massachusetts Gazette and Boston Weekly News-Letter appeared immediately below another one about a sale the following day “At GOULD’S Auction-Office.”

The compositor for that newspaper often placed auction notices, with sales that took place at a particular time on a particular date, first among advertisements, following the shipping news from the custom house.  Sales in shops, stores, and warehouses did not operate on such regimented schedules, so the printing office, readers, and, especially, auctioneers likely considered it less important to have a dedicated place to find other advertisements.  In contrast, Gould’s auction would happen “TO-MORROW” and at no other time and Russell’s auction was scheduled for “Wednesday next.”

Not every compositor in every printing office took that approach, demonstrating that early American printers did not devise universal methods of classifying and organizing the contents of their newspapers.  When Russell’s advertisement ran in the Boston-Gazette later in the week, it appeared among notices placed for a variety of purposes.  It did not have a privileged place on the page, nor did Benjamin Church’s advertisement, one column over, for a “PUBLICK AUCTION … On THURSDAY NEXT.”  M. Deshon, “AUCTIONEER,” placed his own notice that appeared further down the column.

The Boston Evening-Post and the Massachusetts Gazette and Boston Post-Boy each carried advertisements about auctions that week.  Among the newspapers published in Boston, only the Massachusetts Spy did not disseminate notices about public vendues, though several appeared in its pages the following week.  Merchants and shopkeepers certainly competed with auctioneers when it came to finding buyers in Boston on the eve of the American Revolution.

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[1] Ellen Hartigan-O’Connor, “Public Sales and Public Values in Eighteenth-Century North America,” Early American Studies 13, no. 4 (Fall 2015): 749.

[2] Hartigan-O’Connor, “Public Sales and Public Values,” 751.

[3] Hartigan-O’Connor, “Public Sales and Public Values,” 751.

[4] Hartigan-O’Connor, “Public Sales and Public Values,” 752.

April 11

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

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

Massachusetts Gazette and Boston Weekly News-Letter (April 8, 1773).

“He will open a Place for Sale of Goods to be known by the Name of The Silent Auction-Room.”

When he established the “Silent Auction-Room” in Boston in the spring of 1773, A. Bowman did not even pretend politeness toward his competitors in his advertisements.  In a notice that he placed in the April 8 edition of the Massachusetts Gazette and Boston Weekly News-Letter, he mocked the advertisements placed by three of his competitors.  All three advertisements appeared in that issue, making for easy reference for readers, though Bowman previously encountered them in other newspapers.

The auctioneer stated that he would “receive and sell all Sorts of Merchandise, House-Furniture,” and other goods.  However, “‘Houses, Lands and Shipping,’ he does not pretend to sell,” he snidely comments, “because he is apprehensive it would be very difficult to get them up Stairs.”  Bowman quoted directly from William Greenleaf’s advertisement.  His rival stated, “In the Sale of Houses, Lands, Shipping, Merchandize, Household Furniture, &c. &c. my Employers may depend on my exerting myself for their Interest.”

The cantankerous auctioneer then declared that “Goods from ‘Servants and Minors’ will be received if they are properly authorized to deliver them.”  In this instance, he taunted Martin Bicker, a broker who handled “all sorts of English and Scotch Goods [and] Household Furniture … to as good Advantage as can be done at any Auction whatever.”  Bicker proclaimed that “the Public may rest assured, that no Goods will be received by him of any Servants or Minors.”  Bowman established a different policy for his “Silent Auction-Room.”  He took another jab at Bicker when he asserted that “His ‘Books’ shall be kept in good Order, so that it gives him no Concern whether they are ‘liable to Inspection,’ or not.”  Before noting that he did not accept goods from servants or minors, presumably to avoid peddling stolen items, Bicker confided that “his Books are not liable to Inspection.”  Bowman treated such lack of transparency with skepticism.

The final portion of Bowman’s advertisement, a short poem, most directly addressed the source of his anger and frustration.  Joseph Russell, the proprietor of an auction room on Queen Street, previously published an advertisement that concluded with a poem that promoted his own business and mocked the demise of Bowman’s auction house.  In addition to the poem, Russell announced that he “received a License from the Gentlemen Select-Men, to be an Auctioneer for the Town of Boston, conformable to the late Act for that Purpose.”  Similarly, Greenleaf trumpeted that the “Gentlemen Select-Men … approbated me to officiate as one of the Vendue-Masters [or auctioneers] for this Town.”  Bicker carefully described himself as a broker and made clear to prospective clients that his services rivaled those offered by auctioneers.

Boston Evening-Post (March 29, 1773).

Bowman apparently did not receive a license.  In advertisements in the Boston Evening-Post and the Boston-Gazette on March 22 and in the Massachusetts Gazette and Boston Weekly News-Letter on March 25, he referred to his business as “BOWMAN’s Dying Auction-Room.”  His advertisement in the March 29 edition of the Boston Evening-Post featured a thick black border, a symbol of death and mourning in early American print culture.  Bowman lamented that his auction room “is soon to be sacrificed for the Good of the Province” and that he will be legally dead, (the taking away a Man’s Bread or his Life being synonymous) before another News-Paper comes out.”  That advertisement appeared in the Boston-Gazette on the same day, though without the mourning border that clearly indicated how Bowman felt about the situation.  That explains why Bowman described himself as the “late Auctioneer” at the “Dead Auction-Room” in his advertisement in the Massachusetts Gazette and Boston Weekly News-Letter on April 8.  That he proposed opening a “Silent Auction-Room” suggests he identified some sort of loophole to defy the licensing act, perhaps as a broker rather than an auctioneer.  In subsequent advertisements, he noted that he sold goods on commission.

Russell observed Bowman’s commentary in his advertisements, prompting him to allude to it in the poem he included in his own notice: “While some this Stage of Action quit, / And Dying advertise; / For Cash the Buyers here may meet / With constant fresh Supplies.”  Not done with his own editorializing about his competitor, Russell added another stanza: “For Favors past, due Thanks return’d; / New Bargains, cheap and dear, / At the Old Place may still be found / J. RUSSELL, Auctioneer.”  Russell pointedly declared that his business continued at a location familiar to residents of Boston.

In response, Bowman published his own poem at the end of his advertisement.  “A License granted! pray for what? / To show their Parts in Rhyme; / But hear the Tale the Dead will rise, / And that in proper Time.”  Bowman did not think much of Russell’s poetry nor his abilities as an auctioneer.  At the same time, he pledged to revive his business, a footnote indicating that the public could anticipate that happening “When the expected Ships discharge their Cargoes.” Bowman critiqued the licensing act in a final stanza: “Fair LIBERTY thou Idol great, / How narrow is thy Sphere! / Ye Men of Sense say where she dwells, / For sure she reigns not here.”  As colonizers in Boston debated the extent that Parliament infringed on their liberties, Bowman asserted that the new act, a local ordinance, curtailed liberty in the city.

By and large, auctioneers and other advertisers usually ignored their competitors.  The angry and defiant Bowman, however, did not do so.  Instead, he mocked several of the auctioneers and brokers who advertised in Boston’s newspapers, parroting their notices when he taunted them.  He also continued to protest the new licensing act that caused him to close his auction room.  In addition to promoting his next endeavor, the “Silent Auction-Room,” he used advertisements as a means of disseminating his commentary on the state of affairs in Boston.

March 13

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

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

Providence Gazette (March 13, 1773).

“EXcellent Bohea Tea, which for Smell and Flavour exceeds almost any ever imported.”

Joseph Russell and William Russell ranked among the most prominent merchants in Providence in the early 1770s.  Their mercantile success allowed them to construct an impressive Georgian house in 1772, a landmark still standing in the city and the contents on display in museums.  The size of the house testified to the Russells’ wealth, while the style, including “an original principal entrance taken from the English architectural pattern book Builder’s Compleat Assistant (1750) by Battey Langley,” communicated their genteel tastes.  The massive house enhanced their visibility within the cityscape of the growing town, while their frequent advertisements in the Providence Gazette enhanced their visibility among readers of the public prints in town and beyond.  On occasion, they published full-page advertisements that accounted for one-quarter of the space in a standard four-page newspaper of the period.

Most of their advertisements were not that elaborate, yet the Russells still attempted to entice prospective customers with promises of some of the luxuries that they enjoyed.  Consider a notice from the March 13, 1773, edition of the Providence Gazette.  The merchants listed a variety of items available at the Sign of the Golden Eagle, a store so well known that the Russells did not consider necessary to name it in every advertisement.  Their inventory included “a few Quarter Casks of best Lisbon Wine,” coffee, chocolate, and imported “English and Hard Ware Goods.”  They did not provide additional details about those items, but they did open their advertisement by promoting “EXcellent Bohea Tea, which for Smell and Flavour exceeds almost any ever imported.”  The Russells did more than encourage prospective customers to imagine purchasing the tea; they encouraged them to imagine consuming the tea, to take into account the sensual pleasures of the smell and the taste.  The merchants presented an opportunity for consumers to treat themselves to a small luxury, one that was not reserved solely for the better sorts, hoping that would help to sell their tea.

July 16

Carl Robert Keyes Daily Advert Update , , , ,

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

Massachusetts Gazette and Boston Weekly News-Letter (July 16, 1772).

“Printed Catalogues may be had at the Auction-Room.”

In the summer of 1772, Joseph Russell, the proprietor of the “Auction-Room in Queen street” in Boston,” advertised a sale of a “very Large and Valuable Collection of BOOKS, in almost every Branch of polite Literature” scheduled for July 17.  In anticipation of the auction, he offered “Printed Catalogues” for customers to peruse and mark.  Some historians of the book have suggested that many catalogs mentioned in newspaper advertisements never existed.  Some booksellers and auctioneers may have promised catalogs as a means of increasing foot traffic, achieving their goal whether or not they passed out any catalogs to anyone who visited their shops or auction halls.  Others may have had the best intentions of supplying catalogs, but lack of time or lack of resources worked against them.

Revisions to Russell’s advertisement as the day of the auction approached suggest that he did indeed distribute catalogs.  In an advertisement in the July 6 edition of the Boston-Evening Post July 9 edition of the Massachusetts Gazette and Boston Weekly News-Letter, Russell informed the public that “Printed Catalogues may be had at the Auction-Room in Queen-street, the Monday preceding the Time of Sale.”  On Monday, July 13, the Boston Evening-Post ran the same advertisement again, but a new advertisement in the Massachusetts Gazette and Boston Post-Boy stated that “Printed Catalogues may be had at the Auction-Room in Queen-street.”  A few days later, the advertisement in the Massachusetts Gazette and Boston Weekly News-Letter featured some new copy.  Instead of opening with “On Friday 17th July,” the new headline proclaimed “TO-MORROW.”  Russell also removed reference to “the Monday preceding the Time of Sale,” asserting that “Printed Catalogues may be had at the Auction-Room in Queen-street.”  That brought his advertisement in line with the one recently placed in the Massachusetts Gazette and Post-Boy.  Even though Russell neglected to update the advertisement in the Boston Evening-Post, he altered the notice in the Massachusetts Gazette and Boston Weekly News-Letter, suggesting that he sought to bring it into conformity with new developments.

April 4

Carl Robert Keyes Daily Advert Update , , , ,

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

Providence Gazette (April 4, 1772).

“They have just opened a large and fine assortment of Spring and Summer Goods.”

Joseph Russell and William Russell were among the most prolific advertisers in the Providence Gazette in the late 1760s and early 1770s.  Two of the city’s most prominent merchants, the Russells generated significant advertising revenue for the printers of the Providence Gazette.  They sometimes ran multiple advertisements at once, especially when they received new shipments of imported goods via vessels arriving in port.  Even when the Russells were relatively quiet, they inserted a new advertisement approximately once a month or every six weeks.  In doing so, they maintained their visibility in the public prints much more consistently than their competitors.  That likely contributed to their prominence, both in the Providence and in other towns where the Providence Gazette circulated.

As part of their ongoing advertising campaign, the Russells inserted a new advertisement in the April 4, 1772, edition of the Providence Gazette.  It did not include much by way of prologue, sporting a headline that read, “To be Sold by JOSEPH & Wm. RUSSELL,” before listing a variety of goods in two columns.  The Russells apparently marketed items they previously had on hand or else they would have resorted to a convention adopted by many merchants and shopkeepers in their advertisements.  That standard format proclaimed that the advertisers had “just imported” certain goods and named the vessels and captains that transported them across the Atlantic.  Prospective customers could compare that information to the shipping news to determine how recently the merchandise made it to shops and stores.

Lacking such an introduction, the Russells’ advertisement suggested to readers that they had not just received the “Cream coloured plates and mugs,” “Brass kettles,” and “Looking glasses of all sizes.”  The advertisement concluded with a note that the merchants “have just opened a large and fine assortment of Spring and Summer Goods” for those who wished to peruse them, but savvy consumers realized that they would choose from among items imported during a previous season.  If the Russells had new goods recently delivered from England, they would have incorporated that information into their new advertisement.

February 15

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

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

Providence Gazette (February 15, 1772).

“Choice Bohea Tea, which for Smell and Flavour exceeds almost any ever imported.”

Joseph Russell and William Russell were among the most prominent merchants in Providence in the era of the American Revolution.  The brothers were so successful that in 1772 they built what is now the “earliest extant and most impressive of the cubical, three-story houses that symbolized wealth and social standing in Providence for several generation beginning at the eve of the Revolution,” according to the Providence Preservation Society’s Guide to Providence Architecture.  The building stands at 118 North Main Street (formerly King Street), though its original interiors were removed and installed in several museums a century ago.  In addition, the building “was raised to insert a storefront” in the middle of the nineteenth century, resulting in the original entrance, “taken from the English architectural pattern book Builder’s Compleat Assistant (1750) by Battey Langley,” appearing to adorn the second floor rather than opening onto the street.

The Russells frequently advertised in the Providence Gazette in the 1760s and 1770s.  Perhaps their marketing efforts contributed, at least in part, to their mercantile success.  As they embarked on building their new house in 1772, the brothers advertised a variety of commodities on February 15.  They focused primarily on grocery items in that notice, though in others they promoted a vast array of textile, housewares, hardware, and other goods imported from England.  Among the groceries they offered to consumers, the Russells listed “Nutmegs, Cinnamon, Mace, and Cloves” as well as “Pepper by the Bag” and “Chocolate by the Box.”  They concluded their advertisement with “Choice Bohea Tea.”  Most advertisers did not offer much commentary about that popular commodity, but in this instance the Russells elaborated on what made their tea “Choice” for consumers.  They proclaimed that the “Smell and Flavour exceeds almost any ever imported.”  In conjuring such associations with their tea at the conclusion of their advertisement, the Russells may have incited greater interest in all of the groceries they sold.  Sales of “Choice Bohea Tea” and so many other goods helped finance the house they built in 1772.  The Russells almost certainly enjoyed “Choice Bohea Tea” in the parlor of their new home, partaking in popular social rituals with family and guests.

January 13

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

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

Massachusetts Gazette and Boston Post-Boy (January 13, 1772).

“A Mahogony Desk and Book-Case.”

This advertisement presents a conundrum.  It attracted my attention because someone made manuscript notations on the copy of the Massachusetts Gazette and Boston Post-Boy that has been preserved in an archive and digitized for greater accessibility.  They crossed out “FRIDAY” in the portion of the headline that gave the date of an auction, crossed out “a Mahagony Desk and Book-Case” midway through the advertisement, and placed three large “X” over most of the rest of the content.  I suspected that either Joseph Russell or John Green, the partners who published the Massachusetts Gazette and Boston Post-Boy, made those notations to guide the compositor in setting type for a revised version of the advertisement to appear in a subsequent issue.  Russell, the auctioneer who placed the advertisement, focused primarily on operating the “Auction Room in Queen-Street” while Green oversaw the newspaper and the printing office.

A revised version did not appear in a subsequent edition of the Massachusetts Gazette and Boston Post-Boy.  The same advertisement did run in the Boston Evening-Post and the Boston Gazette on Monday, January 13, 1772, the same day it appeared in the Massachusetts Gazette and Boston Post-Boy.  Those newspapers ran the same copy, but with variations in line breaks because the compositors made their own decisions about format.  I also looked for revised versions of the advertisement in other newspapers published in Boston between January 13 and the day of the sale.  The Massachusetts Spy published on Thursday, January 16, the day before the say, did not carry the advertisement, but the Massachusetts Gazette and Boston Weekly News-Letter distributed on the same day did feature a slightly revised version.  Only the first line differed from the original version, stating that the auction would take place “TO-MORROW” rather than “On FRIDAY next.”

Massachusetts Gazette and Boston Weekly News-Letter (January 16, 1772).

The rest of the advertisement was identical to the one that ran in the Massachusetts Gazette and Boston Post-Boy earlier in the week.  The copy was identical and the format (including line breaks, spelling, and capitals) was identical.  Even the lines on either side of “FRIDAY next, TEN o’Clock” on the final line were identical.  Both advertisements lacked a space between “by” and “PUBLIC VENDUE” on the third line.  The manuscript notations on the original advertisement may have directed someone in revising the first line, but not the remainder of the notice.  Even more puzzling, it looks as though Green and Russell shared type already set at their printing office with Richard Draper, the printer of the Massachusetts Gazette and Boston Weekly News-Letter.  This is not the first time that I have detected such an instance in newspapers published by these printers in the late 1760s and early 1770s.  It raises questions about both the logistics and the business practices of those involved, questions that merit greater attention and closer examination of the contents, both news and advertising, in the two newspapers.

September 4

Carl Robert Keyes Daily Advert Update , , ,

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

Boston Evening-Post (September 2, 1771).

“Public Vendue, At the Auction-Room in Queen street.”

Colonial consumers encountered advertisements for all sorts of goods when they perused the pages of the Boston Evening-Post and other newspapers.  In the September 2, 1771, edition, for instance, Samuel Austin advertised “A large and compleat Assortment of English, India and Scotch Goods” recently imported from London.  Similarly, Joshua Gardner hawked “A fine Assortment of Fall and Winter Goods” received in vessels from London and Bristol.  Several other merchants and shopkeepers placed advertisements for new merchandise available at their stores and warehouses.

Consumers, however, had other options for acquiring goods.  Some preferred to purchase at vendue or auction where they might get better bargains than buying retail.  Joseph Russell, proprietor of “the Auction-Room in Queen street,” regularly placed advertisements in the Boston Evening-Post and other local newspapers to advise consumers of items soon up for bids.  In a notice that ran next to Austin’s advertisement, Russell promoted “A great Variety of English GOODS.”  He listed several different kinds of textiles as well as “Silk & linen Handkerchiefs” and “Mens & Womens worsted Hose,” many of the same items that Austin, Gardner, and others enumerated in their advertisements.  He concluded that litany with a promise of “a variety of other Goods,” encouraging prospective bidders to check out his auction before shopping elsewhere.

Russell also facilitated the market for secondhand goods, advertising an upcoming auction “At the House of Mr. Benjamin White.”  In particular, that auction featured “A Variety of HOUSE FURNITURE belonging to a Gentleman moved into the Country,” including a clock, a mahogany bureau, and looking glasses.  The inventory also included housewares, such as “a compleat Set of Burnt China for Tea-Table” and brass kettles.  Purchasing secondhand goods at auction or estate sales provided consumers an alternate means of participating in the consumer revolution.  Collectively, advertisements placed by merchants, shopkeepers, and auctioneers alerted colonists to the many options available to them and the multiple trajectories for shopping and obtaining goods of all sorts.

August 24

Carl Robert Keyes Daily Advert Update , , , ,

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

Providence Gazette (August 24, 1771).

“Just imported by Joseph and William Russell.”

In the early 1770s, each edition of the Providence Gazette concluded with a colophon in which John Carter, the printer, solicited paid notices.  “ADVERTISEMENTS of a moderate Length (accompanied with the Pay),” the colophon advised, “are inserted in this Paper three Weeks for Four Shillings.”  That fee covered setting type the first time an advertisement ran and the space it occupied in three consecutive issues.  Advertisers could also pay additional fees for their notices to make additional appearances.

Joseph Russell and William Russell, two of the city’s most prominent merchants, did not need the invitation in the colophon to prompt them to submit advertisements to Carter’s printing office.  They regularly placed notices promoting a variety of commodities and consumer goods.  Indeed, they advertised so frequently that sometimes they published new advertisements before older ones finished their runs.  That was the case in the August 24, 1771 edition of the Providence Gazette.  That issue featured two advertisements placed by the Russells, a new one on the third page and another that already appeared multiple times on the fourth page.  That made them the only purveyors of goods with more than one advertisement in that issue, not the first time the merchants found themselves in that position.

Did advertising work?  The Russells believed that it did.  Otherwise, they would not have paid to publish advertisement after advertisement in the Providence Gazette.  They also seem to have made some effort to draw attention to their advertisements by varying the formats rather than assuming that prospective customers would read them just because they appeared in the public prints.  Deploying a particularly unusual format, their names, which served as a headline of sorts, appeared halfway through the advertisement on the third page of the August 24 edition.  That distinguished their advertisement from others in the same issue.  In their advertisements on the fourth page, the merchants divided their inventory into two columns instead of a single paragraph of dense text, making it easier for readers to peruse the contents.  The Russells likely thought (or learned from experience) that advertising worked when designed with some creativity and variation.