What was advertised in a colonial American newspaper 250 years ago today?
“Recommended by the most noted and skilful Professors of Physic and Chirurgery in America.”
A curious advertisement, a testimonial of sorts, appeared in the Providence Gazette in the middle of August 1769 and then continued running for several weeks. In it, Nathaniel Ware of Wrentham, Massachusetts, informed the public had come into possession of “the celebrated Doctor Hugh Bolton’s Method of curing he most inveterate Cancers.” Yet Ware did not promote medical services that he provided. Instead, he reported that his “intimate Acquaintance with Doctor Daniel Hewes, of Mendon, Justice to the Public” had prompted him to pass along Bolton’s “efficacious” cure for cancers as well as “Doctor Bolton’s Specific for curing the Falling Sickness, and other Fits.” Ware also sang Hewes’s praises, proclaiming that he had established a remarkable reputation among his peers. “He is a Gentleman that may be safely confided in,” Ware gushed, “being recommended by the most noted and skilful Professors of Physic and Chirurgery in America, as an ingenious, skilful and successful Physician and Chirurgeon.” In addition to his abilities as physician and surgeon, Hewes was a competent midwife called to attend a “great Number of difficult Cases.” According to Ware, Hewes “has never failed of saving the Womens Lives” and, when summoned in a timely fashion, “the Childrens.” Ware expounded on Hewes’s expertise and experience at great length. Such a notable career spurred Ware to pass along Bolton’s cures “In order that [Hewes] might become universally serviceable to Mankind.”
Ware did not note that he had ever been the beneficiary of Hewes’s care, but he did testify to the reputation that the “skilful and successful Physician and Chirurgeon” had earned among patients and other doctors alike. Although Ware’s endorsement appeared to have been unsolicited by Hewes, the two men most likely coordinated its appearance in the Providence Gazette as a means of directing prospective patients to the physician in Mendon. The printer certainly did not treat Ware’s missive as a public service announcement or general interest story to insert among news items. Instead, it ran with the paid notices, funded by either Ware or Hewes or the two in combination. Hewes could have inserted an advertisement under his own name but may have opted for a testament from a third party as a better means of encouraging trust.