What was advertised in a colonial American newspaper 250 years ago today?
“GARDEN SEEDS.”
It was a sign of the changing seasons for colonizers in Boston. Each year several female entrepreneurs who sold seeds took to the pages of the several newspapers published in the urban port. Among them, Lydia Dyar, Elizabeth Greenleaf, and Susanna Renken usually began running notices by the end of February, alerting readers that they sold a variety of seeds. Renken had been the first to do so in 1768, 1770, and 1773. On occasion, men joined the women, including John Adams and Ebenezer Oliver, who took up the trade following the death of his mother, Bethiah Oliver.
Renken was not the first to advertise seeds and announce that spring was on its way in 1774. Instead, that distinction went to John White, “Gardner, and Seeds-Man, in SEVEN-STAR LANE.” White first advertised in the Massachusetts Spy on February 3 and then again on February 10 and 17. No other seed sellers, male or female, joined the chorus in the Massachusetts Spy or any of the other newspapers in Boston in that time, not even Renken. For a few weeks, White was alone in hawking a “large assortment of GARDEN SEEDS” imported from London and an “assortment of AMERICAN SEEDS.”
His female competitors tended to run their advertisements in multiple newspapers, but White confined his initial efforts to the Massachusetts Spy. He did, however, experiment with a format that differed from the dense paragraphs that listed all sorts of seeds that Renken and her sorority of seed sellers usually inserted in the public prints. White organized his advertisement as a catalog, dividing it into two columns. In each column, he included only one type of seed per line and the price for either a bushel or a pound. That likely made it easier for prospective customers to peruse his notice and spot items of interest. In addition, Renken and others did not usually include their prices. White’s method allowed readers to spot bargains without needing to visit his shop.
White was the first to herald the arrival of spring in 1774, making his notices memorable with a format that differed from what Dyar, Greenleaf, Renken, and others published in previous years. He may have hoped that a head start and providing prices in his advertisement would give him an edge in what would become a very competitive market in the coming months.