What was advertised in a colonial newspaper 250 years ago this week?
“With the Help of divine Providence, and his Remedy, perfectly cured me.”
Mechell Lamy, physician and surgeon, was new to the town of Newport. He needed to inform local residents about the services he provided, but he did not have much to say on his own behalf. Instead, he crafted an advertisement that consisted almost entirely of testimonials from former patients. Why try to convince the public of his skills and expertise when the endorsements of others might have much more influence? Each former patient lauded Lamy’s skill. Most of them underscored that his treatments worked quickly, that they were cured in a short amount of time. Lamy, they suggested, did not offer false promises or attempt to extend his care over ever increasing amounts of time in order to continue charging fees. In short, Lamy was not a quack or a charlatan, at least not according to his former patients.
All of the testimonials came from the island of Martha’s Vineyard, most of them from the village of Edgarton. With one exception, each was dated within the past two months, indicating that Lamy had actively pursued his occupation on Martha’s Vineyard fairly recently. At most, Lamy had resided on the mainland for a month when this advertisement appeared. He could not depend on his reputation being spread via word-of-mouth and extended acquaintance. Instead, he had to jumpstart local assessments of his services, skill, and expertise.