Liberty

November 29

Carl Robert Keyes Daily Advert Update , , , , ,

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

Pennsylvania Gazette (November 29, 1770).

“He may take the LIBERTY of craving the continuance of their favours.”

John Mason, an upholsterer who ran a shop at the Sign of the Crown and Cushion in Philadelphia, had a habit of injecting politics into the newspaper advertisements he placed in the late 1760s and early 1770s.  He often emphasized the words “LIBERTY” and “PROPERTY” in notices offering his services to consumers.  For instance, in an advertisement in the August 7, 1769, edition of the Pennsylvania Chronicle, he requested “LIBERTY to inform his friends and customers that he has removed his PROPERTY” to a new location.  He then provided a short history of mattresses to argue that those he stuffed with wool were superior to others stuffed with straw or feathers, but after that bit of frivolity he concluded with a jeremiad about Parliament imposing duties on certain imported goods.  He proclaimed that “Liberty is the Common Cry” due to the Townshend Acts that would “Deprive [colonists] of our Liberty and property.”  Nearly a year later, he placed an advertisement for paper hangings “(not lately imported),” mattresses, and trimmings in the July 19, 1770, edition of the Pennsylvania Journal.  He concluded with a poem that decried New York for abandoning liberty by discontinuing the nonimportation agreement before Parliament repealed all of the duties on imported goods.

A few months later, Mason placed a new advertisement in the November 29, 1770, edition of the Pennsylvania Gazette.  He once again accentuated the words “LIBERTY” and “PROPERTY,” though this time he did not include more extensive commentary about the current political climate in Pennsylvania and the rest of the colonies.  In this instance, he declared that he “presumes he may take the LIBERTY of craving the continuance” of the “favours” of his “friends and customers in general” in his efforts “dispose of his PROPERTY.”  Along with “FURNITURE CHECKS,” the words “LIBERTY” and “PROPERTY” were the only words in all capitals in the body of Mason’s advertisements.  Accordingly, they likely attracted attention, priming readers to think about current events as they perused Mason’s notice, especially those already familiar with the outspoken upholsterer’s politics.

At the conclusion of his notice, Mason testified that “it is the distinguishing character of noble and generous minds to employ the industrious.”  He then pledged “his utmost endeavours to give general satisfaction.”  Although not as explicitly political as the short sermons in some of his earlier advertisements, Mason may have intended for that statement to resonate with conversations about encouraging domestic manufactures as alternatives to imported goods.  He suggested that his prospective customers had both an obligation and an opportunity; they had an obligation to support “industrious” colonists and an opportunity to demonstrate their “distinguishing character” and “noble and generous minds” by doing so.  Given the contents of the rest of the newspaper as well as the pattern the upholsterer established in his marketing, readers likely recognized Mason’s message in this advertisement even without a more elaborate lecture about politics.

November 12

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

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

Nov 12 - 11:12:1768 Providence Gazette
Providence Gazette (November 12, 1768).

“To plead and defend the glorious Cause of Liberty … the Publisher trusts has been one grand Design of the PROVIDENCE GAZETTE.”

When John Carter assumed control of the Providence Gazette as the sole publisher on November 12, 1768, the colophon dropped Sarah Goddard’s name and slightly revised the description of services available at the printing office. “Subscriptions, Advertisements, Articles and Letters of Intelligence, &c. are received for this Paper.” Carter added articles, indicated his willingness to accept news items from readers and others beyond the network of printers and correspondents that previously supplied content for the newspaper. In addition, he expanded on the previous description of the printing work done at the office. Where Goddard and Carter had proclaimed that they did job printing “with Care and Expedition,” Carter now stated that he did that work “in a neat and correct manner, with Fidelity and Expedition.” This may not have been commentary on work previously produced at the printing office at “the Sign of Shakespear’s Head” but rather assurances that Carter took his new responsibilities seriously now that the partnership with Goddard had been dissolved and he alone ran the printing office.

In addition to updating the colophon, Carter placed a notice “To the PUBLIC” on the first page of his inaugural issue. He offered a brief history of the Providence Gazette following its revival after the repeal of the Stamp Act, an expensive undertaking given that the newspaper had difficulty attracting sufficient subscribers. He thanked those friends, subscribers, and employers who had supported the Providence Gazette and the printing office over the years, but also pledged “that nothing shall ever be wanting, on his Part, to merit a Continuance of their Approbation.”

Carter also took the opportunity to assert the primary purpose of the newspaper, the principle that justified its continuation even when expenses overwhelmed revenues. “To plead and defend the glorious Cause of Liberty,” Carter trumpeted, “and the inestimable Blessings derived from thence to Mankind … the Publisher trusts has been one grand Design of the PROVIDENCE GAZETTE: This, with whatever else may contribute to the Welfare of America, in general, or the Colony of Rhode-Island in particular, will continue to be the principal Ends which it is intended to promote.” Carter further indicated that the newspaper daily increased its number of subscribers, suggesting that readers in Providence and beyond endorsed its purpose and recognized the necessity of a newspaper that kept them apprised of current events and attempts to inhibit the liberty of the colonists. Although it took the form of an editorial, Carter’s address to the public was also an advertisement intended to boost his business. He leveraged politics and patriotism in his effort to increase readership of the Providence Gazette, arguing that the press played a vital role in maintaining liberty.

July 4

Carl Robert Keyes Daily Advert Update , , , , ,

Who was the subject of an advertisement in a colonial American newspaper 250 years ago today?

Jul 4 - 7:4:1768 Pennsylvania Chronicle
Pennsylvania Chronicle (July 4, 1768).

“RAN away … a Mulatto Slave, named HARRY.”

July 4 is the day Americans celebrate their independence from Britain. It is a familiar story about campaigns of resistance to abuses by Parliament that steadily intensified and ultimately led to a revolution against the king, a revolution that created a new nation. In the Declaration of Independence the founders asserted “that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.” The founding generation, however, applied these ideals unevenly to various constituencies within the new United States of America. The American Revolution launched a struggle to achieve those ideals, a struggle that has unfolded over nearly a quarter of a millennium and continues to this day. As a nation, the United States has certainly made progress, but those ideals have not been universally achieved. Unfortunately, much of that progress has come under attack in the twenty-first century, making it clear that Americans must be vigilant in safeguarding not only their own liberty but also the liberty of others as they continue to strive to achieve those ideals endorsed in Independence Hall in 1776 and promulgated throughout the new nation.

As Americans once again tell the story of their independence today, consider another story of an American who seized his freedom in the era of the Revolution. Harry, “a Mulatto Slave … about 40 years of age,” ran away from Levin Crapper on September 13, 1767. More than nine months later he had not been captured or returned, prompting Crapper to place an advertisement in the Pennsylvania Chronicle. According to Crapper, Harry possessed a variety of talents that would allow him to make a living on his own: “He was bred a miller, and understands very well how to manufacture flour.” Crapper also acknowledged, grudgingly, that Harry “understands the carpenter’s and mill-wright’s business middling well.” To offset those indications of his competence at those trades, Crapper accused the fugitive of being “much given to strong drink.”

That was not the entirety of Harry’s story. Crapper also reported that Harry “has a free Mulatto wife, named Peg, and two children.” Of all the motivations that could have prompted Harry to make his escape, reuniting with his family was probably the most compelling. Even though Peg and the children did not depart at the same time as Harry, Crapper stated that he believed “they will endeavour to get together” and flee “to the province of East New-Jersey.” Crapper suspected that Harry had a forged pass that would aid him in his flight from the man who held him in bondage.

Thomas Jefferson had not yet penned the phrase “Life, Liberty and the pursuit of Happiness” when Harry determined to make himself a free man. The Declaration of Independence had not yet been printed in newspapers throughout the colonies or read aloud in churches and town commons. Yet the Revolution had begun. Colonists had protested the imposition of the Stamp Act in 1765 and celebrated its repeal in 1766. At the time that Harry made his escape in 1767 white colonists complained about their impending enslavement via the Townshend Act and other laws passed by Parliament. Harry knew something about enslavement. He had likely heard other colonists talking about liberty and the necessity of resistance to an oppressive Parliament. In that environment, he made his own choice to seize his freedom, for himself and for his family.

There are many stories to celebrate on Independence Day. Harry managed to remain free for at least nine months. Hopefully he and Peg and the children made it to safety and he eluded capture for the rest of his life. Harry’s story is one of determination and an individual commitment to “Life, Liberty and the pursuit of Happiness” in the era of the American Revolution, a story that deserves to be told and celebrated alongside so many of the familiar stories that so many already know so well.