What advertised in a colonial American newspaper 250 years ago today?
Essex Gazette (April 5, 1774).
“To be sold by the Printers hereof, Mr. Hancock’s ORATION, On the Fifth of March.”
Immediately above the record of ships “Entered-In,” “Outward-Bound,” and “Cleared-Out” from the customs house in Boston in the April 5, 1774, edition of the Essex Gazette, Samuel Hall and Ebenezer Hall, the printers, inserted a brief notice, just three lines, alerting readers that they sold “Mr. Hancock’s ORATION, On the Fifth of March.” The Halls did not need to provide further elaboration for readers to understand the announcement. For colonizers in New England in the 1770s, the phrase “Fifth of March” conjured images like the phrase “Boston Massacre” evokes today. They needed no explanation that the advertisement referred to John Hancock delivering the annual address to commemorate the event, to honor those killed when British soldiers from the 29th Regiment under the command of Captain Thomas Preston fired into a crowd of protesters, to condemn quartering troops in colonial cities during times of peace, and to advocate for American liberties.
As had become customary by the fourth anniversary of the Boston Massacre, the town voted to have the oration published and advertisements appeared in newspapers printed in Boston. Yet they did not appear solely in newspapers in that town. Other newspapers in New England sometimes carried them as well, none more often that the Essex Gazette, published in nearby Salem. Samuel Hall had a long history of publishing news and opinion that favored sentiments expressed by Patriots. On the first anniversary of the Boston Massacre, for instance, he included thick black mourning borders on the first page of his newspaper and published “a solemn and perpetual MEMORIAL Of the Tyranny of the British Administration of Government in the Years 1768, 1769, and 1770,” especially “THE FIFTH OF MARCH, … the Anniversary of Preston’s Massacre–in King-Street–Boston, N. England–1770.” When Benjamin Edes and John Gill, among the most ardent of Patriots among the printers in Boston, published Hancock’s oration in 1774, the Halls acquired copies to disseminate in Salem and beyond. In so doing, they participated in the commodification of the Boston Massacre while simultaneously commemorating it and encouraging others to side with the Patriots as relations with Parliament further deteriorated following the Boston Tea Party the previous December.
What was advertised in a colonial American newspaper 250 years ago today?
Essex Gazette (April 6, 1773).
“An ORATION … to COMMEMORATE THE BLODDY TRAGEDY of the FIFTH of MARCH, 1770.”
On the occasion of the third anniversary of the Boston Massacre, Dr. Benjamin Church delivered an address “upon the dangerous Tendency of Standing Armies, and in Commemoration of the horrid Massacre perpetrated by a Party of the 29th Regiment on the Fifth of March 1770.” According to coverage in the Boston Evening-Post and the Boston-Gazette on March 8 and reprinted in the Essex Gazette the next day, Church “had the universal Applause of his Audience; and his Fellow Citizens voted him their Thanks, and unanimously requested a Copy of his Oration for the Press.” John Greenleaf quickly printed Church’s Oration, followed by Benjamin Edes and John Gill, printers of the Boston-Gazette, promoting a “THIRD EDITION, corrected by the AUTHOR.” Commodification of the Boston Massacre occurred simultaneously with commemoration of it, as had been the case with the first and second anniversaries.
Samuel Hall and Ebenezer Hall, printers of the Essex Gazette in Salem, participated in both the commemoration and the commodification of the Boston Massacre. In addition to reprinting coverage of the events that marked the anniversary in Boston, they ran an editorial from Marblehead in the March 23 edition. “THE respectable metropolis of this province,” the anonymous author began, “has certainly acted worthy of itself in establishing, as a monument against ‘the foul oppression of quartering troops in populous cities, in times of peace,’ the MASSACRE ANNIVERSARY. It must ever do it honour, and serve to convince relentless oppressors, that such measures will produce disgrace to themselves, as well as distress to an injured people.” The author concluded with a call for colonizers beyond Boston to commemorate the Boston Massacre and remember its significance. “And while the city solemnizes the fifth of Marchwith its yearly oration,” the author asserted, “may every town in the province observe it in some suitable way; and by keeping up a memento of measures the most cruel and oppressive, be ever guarding its inhabitants against the intriguing designs of Pensioners, Despots, and Tyrants.”
Elsewhere on the same page, the Halls presented an opportunity for consumers to do their part in guarding against “cruel and oppressive” measures by doing their part to commemorate the Boston Massacre through purchasing Church’s Oration. They apparently sold the correct edition printed by Edes and Gill, declaring that “To-Morrow Morning will be published, and sold by the Printers hereof, An ORATION … to COMMEMORATE THE BLODDY TRAGEDY of the FIFTH of MARCH, 1770. By DR. BENJAMIN CHURCH.” The anonymous author from Marblehead gave an endorsement for Church’s Oration as well as the addresses delivered in 1771 and 1772 in the editorial. “The Gentlemen who exhibited on the two first of these anniversaries,” the author noted, “gave great satisfaction to their hearers, as was evident from the applause they received; and the last performance [by Church] expresses so much true sense, and this conceived in such a delicate stile, that no one can read it without respect for the celebrated author.” The editorialist from Marblehead likely had a copy of Church’s Oration printed by Greenleaf, allowing for extensive quotations and reflections on how they accurately described the crisis the colonies faced.
That editorial bolstered the advertisement for Church’s Oration that the Halls inserted in that issue and subsequent advertisements that appeared in the next three issues of the Essex Gazette. More than a month after the anniversary, the Halls continued to hawk the pamphlet, extending the commemoration and helping to keep the dangers of quartering soldiers in Boston visible to their readers who resided outside that city.
What was advertised in a colonial American newspaper 250 years ago today?
Boston-Gazette (March 22, 1773).
“An ORATION … to COMMEMORATE the BLOODY TRAGEDY of the FIFTH of MARCH 1770.”
Within a week of Benjamin Edes and John Gill announcing that “Dr. CHURCH’S ORATION will be Published by the Printers hereof as soon as possible,” advertisements for that pamphlet appeared in three of Boston’s newspapers. Edes and Gill referred to the address that Dr. Benjamin Church delivered “At the Request of the Inhabitants of the Town of BOSTON” on the third anniversary of the Boston Massacre “to COMMEMORATE the BLOODY TRAGEDY.” Edes and Gill reported on the commemorations in their newspaper, the Boston-Gazette, on March 8, 1773, reporting that Church spoke about “the dangerous Tendency of Standing Armies” to the “universal Applause of his Audience.” Furthermore, “his Fellow Citizens voted him their Thanks, and unanimously requested a Copy of his Oration for the Press.” In the next weekly issue of the Boston-Gazette, Edes and Gill advised the public that they would soon publish Church’s Oration.
Boston Evening-Post (March 22, 1773).
Three days later, the Massachusetts Gazette and Boston Weekly News-Letter carried a notice that the “THIRD EDITION, corrected by the AUTHOR” was “Just Publish’d” and sold by Edes and Gill as well as Thomas Fleet and John Fleet, the printers of the Boston Evening-Post. Apparently, Joseph Greenleaf was the first printer to take Church’s Oration to press, but Edes and Gill produced a superior edition. In promoting the third edition, the printers gave their advertisement a privileged place in the Boston-Gazette. It appeared as the first item in the first column on the first page of the March 22 issue, making it difficult for readers to overlook. The same day, the Fleets ran the same notice in the Boston Evening-Post. Although not as prominently displayed as in the Boston-Gazette, the placement likely received special attention. Rather than nestled among the dozens of advertisements on the third and fourth pages, it ran as the sole advertisement on the second page. As readers moved from “Proceedings of the Town of Westminster” to news from London that arrived in the colonies via New York, they encountered the advertisement for Church’s Oration. In its own way, that notice served as news, continuing the coverage of current events and shaping how colonizers viewed their place within the empire.
What was advertised in a colonial American newspaper 250 years ago today?
Massachusetts Gazette and Boston Weekly News-Letter (March 18, 1773).
“An ORATION … to Commemorate the bloody Tragedy of the Fifth of March 1770.”
In their first issues published after the commemorations of the third anniversary of the Boston Massacre, the Boston Evening-Post and the Boston-Gazette reported that Dr. Benjamin Church delivered an oration “on the dangerous Tendency of Standing Armies being placed in free and populous cities.” According to that coverage, Church’s oration “was received with universal Applause: and his Fellow Citizens unanimously voted him their Thanks, and requested a Copy of his Oration for the Press.” The previous year, printers in Boston published and advertised the oration that Dr. Joseph Warren delivered on March 5, 1772, to commemorate the second anniversary of the Boston Massacre. They also hawked copies of the oration that James Lovell delivered following the first anniversary of “the Massacre in Boston.” Annual commemorations of the Boston Massacre quickly became a tradition, as did producing and promoting memorabilia associated with the commemorations.
Following coverage in the March 8 edition, the Boston-Gazette carried a short notice on March 15 to inform readers that “Dr. CHURCH’S ORATION will be Published by the Printers hereof as soon as possible.” Three days later, a notice in the Massachusetts Gazette and Boston Weekly News-Letter announced the sale of the Oration by “T. & J. FLEET,” printers of the Boston Evening-Post, and “EDES & GILL,” printers of the Boston-Gazette. That advertisement indicated that Edes and Gill printed “The THIRD EDITION, corrected by the AUTHOR.” How did they go from promising to publish the address “as soon as possible” to issuing a corrected third edition three days later? It appears that Edes and Gill competed with Joseph Greenleaf and the editions that he produced “at the NEW PRINTING-OFFICE, in HANOVER-STREET, near CONCERT HALL.” Seeking to beat the competition, Greenleaf likely rushed his edition to press. Apparently, he met sufficient demand to produce a second edition without advertising. Harbottle Dorr, the merchant now famous for annotating and indexing newspaper coverage of the imperial crisis that resulted in the American Revolution, for instance, purchased a copy of Church’s Oration printed by Greenleaf.
Printers in Boston recognized that demand existed for memorabilia associated with commemorating the Boston Massacre. They likewise believed that they could incite even more interest through advertising, keeping the events of “the bloody Tragedy of the Fifth of March 1770” in the public discourse long after the anniversary passed. Publishing and promoting memorabilia, in turn, contributed to shaping perceptions of the relationship between Britain and the colonies.
What was advertised in a colonial American newspaper 250 years ago this week?
Massachusetts Gazette and Boston Post-Boy (May 4, 1772).
“The elegant POEM, which the Committee of the Town of Boston had voted unanimously to be Published with the ORATION.”
The May 4, 1772, edition of the Massachusetts Gazette and Boston Post-Boy carried a brief advertisement for “The elegant POEM, which the Committee of the Town of Boston had voted unanimously to be Published with the ORATION.” The “ORATION” referred to the address that Dr. Joseph Warren delivered on the second anniversary of the Boston Massacre, an address already published and advertised in several newspapers in Boston and beyond. Why, if “the Committee of the Town of Boston had voted unanimously” to publish it with Warren’s oration, had that not occurred?
The advertisement did not name the author of the poem, but many readers knew that James Allen wrote it. Both the American Antiquarian Society and the Massachusetts Historical Society state that the poem “was suppressed due to doubts about Allen’s patriotism and later was republished by Allen’s friends, with extracts from another of his poems, as ‘The Retrospect.’” That narrative draws on commentary that accompanied the poems as well as Samuel Kettell’sSpecimens of American Poetry (1829) and Evert A. Duyckinck and George L. Duyckinck’s Cyclopaedia of American Literature (1856). More recently, Lewis Leary argues that Allen’s “friends” had motives other than commemorating the Bloody Massacre in King Street or demonstrating Allen’s patriotism in the wake of the committee composed of Samuel Adams, John Hancock, and other prominent patriots reversing course about publishing the poem in the wake of chatter that called into question Allen’s politics.
According to Leary, Allen’s poem about the Boston Massacre and “The Retrospect” must be considered together, especially because “the extracts from ‘The Retrospect’ are unabashedly loyalist, praising Britain’s military force, her selfless defense of her colonies, and benevolent rule over them.” Furthermore, the commentary by Allen’s supposed friends “does indeed clear ‘the authors character as to his politics’ and exhibits his ‘political soundness,’ but that character and that soundness are loyalist, not patriot.”[1]
Postscript to the Censor (May 2, 1772).
Significantly, Ezekiel Russell published the pamphlet that contained Allen’s poem, “The Retrospect,” and commentary from Allen’s “friends.” He also published the Censor, a weekly political magazine that supported the British government and expressed Tory sympathies. The Postscript that accompanied the final issue of the Censor included a much more extensive advertisement for Allen’s poem, one that included extracts from both the commentary and “The Retrospect.” The portion of the commentary inserted in the advertisement describes how Allen “describes the triumphant March of the British Soldiers to the CAPITAL” and then “makes the following Reflections, which no less characterise their Humanity than their Heroism” in “The Retrospect.” The advertisement praises the “ingeniousAUTHOR” for his “luxuriant Representations of the Valour and Achievement of the British Soldiery.”
Leary argues that Allen’s “friends” sought to discredit Adams, Hancock, and other patriots for being so easily fooled by his poem about the Boston Massacre that seemed to say what they wanted to hear. In that regard, the “publication of his Poem and its antithetical counterpart seems to have been one among many minor skirmishes in the verbal battles between Tories and Patriots on the eve of the Revolution, in which skirmish Allen seems to have been more pawn than participant.” To that end, the “purpose of his ‘friends’ seems clearly to have been to discomfit the committee for its vacillation on the publication of the poem and to expose patriot leaders in Boston as men who could be duped by a skillful manipulator of words.” Allen’s “friends,” according to Leary, did seek to clarify his politics, but with the intention of “certify[ing] him, certainly to his embarrassment, a Loyalist clever enough to mislead his patriot townspeople.”[2]
Still, that may not tell the entire story. Leary argues that “what evidence is available suggests that James Allen as a younger man, like many colonials, had been enthusiastically a loyal British subject, grateful for Britain’s protection of her colonies, but that after the horror of the massacre in Boston on March 5, 1770, had become at thirty-six a patriot who could bitterly challenge the British.”[3] In 1785, Allen’s poem about the Boston Massacre appeared in a collection of orations that commemorated the event, including Warren’s address. By then, the editors who compiled the anthology recognized that Allen wrote the poem “when his feelings, like those of every other free-born American were alive at the inhuman murders of their countrymen.”[4] The controversy had passed, Allen’s poem no longer questioned as an insincere lamentation belied by his earlier work.
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[1] Lewis Leary, “The ‘Friends’ of James Allen, or, How Partial Truth Is No Truth at All,” Early American Literature 15, no. 2 (Fall 1980): 166-167.
What was advertised in a colonial American newspaper 250 years ago this week?
Boston Evening-Post (March 30, 1772).
“An ORATION … to commemorate the BLOODY TRAGEDY.”
On the second anniversary of the Boston Massacre, Dr. Joseph Warren delivered “An ORATION … at the Request of the Inhabitants of the Town of BOSTON, to commemorate the BLOODY TRAGEDY of the FIFTH of MARCH, 1770.” Colonizers gathered to listen to the address, but attending that gathering was not their only means of participating in the commemoration of such a significant event. Benjamin Edes and John Gill, printers of the Boston-Gazette, published Warren’s “ORATION” and marketed it widely in Massachusetts.
They placed their first advertisement in their own newspaper less than three weeks after Warren addressed “the Inhabitants of the Town.” Their lengthy notice in the March 23, 1772, edition of the Boston-Gazette included an extensive excerpt about “the ruinous Consequences of standing Armies to free Communities.” Edes and Gill also stated that they stocked “A few of Mr. LOVELL’S ORATIONS Deliver’d last April, on the same Occasion.” Prospective customers had an opportunity to collect memorabilia related to the “FATAL FIFTH OF MARCH 1770.” The following day, Samuel Hall, one of the printers of the Essex Gazette, informed readers that he sold copies of Warren’s address “published in Boston.” His advertisement did not include an excerpt from the address, nor did subsequent advertisements that Edes and Gill placed in other newspapers in Boston. They inserted a brief notice in the Massachusetts Gazette and Boston Weekly News-Letter on March 26 and then repeated it in the Boston Evening-Post on March 30.
Edes and Gill advertised widely. That increased the chances that consumers would see their notices and contemplate purchasing copies of Warren’s “ORATION,” but those patriot printers likely aimed for more than generating sales. Their advertisements in several newspapers contributed to a culture of commemoration of the American Revolution years before the skirmishes at Lexington and Concord. Their work in the printing office, publishing newspapers and marketing pamphlets that commemorated the Boston Massacre, played an important role in shaping public opinion as colonizers considered current events and the possibility of declaring independence.
What was advertised in a colonial American newspaper 250 years ago today?
Essex Gazette (March 24, 1772).
“Yesterday was published in Boston … An ORATION … to commemorate the BLOODY TRAGEDY.”
As soon as Benjamin Edes and John Gill informed readers of the Boston-Gazette that they published an oration that Joseph Warren delivered to commemorate the second anniversary of the “BLOODY TRAGEDY Of the FIFTH of March, 1770,” the printers of the Essex Gazette ran their own advertisement. “Yesterday was published in Boston, and now to be sold by Samuel Hall, in Salem,” the notice announced, “An ORATION, delivered March 5th, 1772, at the Request of the Inhabitants of the Town of Boston, to commemorate the BLOODY TRAGEDY of the Fifth of March, 1770. By Dr. JOSEPH WARREN.” That advertisement did not include the lengthy excerpt from the address that Edes and Gill included in their notice, but it did encourage consumers to participate in commemorating the Boston Massacre by purchasing their own copy of Warren’s remarks.
Not surprisingly, given its location, the Essex Gazette engaged in the most extensive remembrances of “Preston’s Massacre–in King-Street … In which Five Persons were killed, and Six wounded” of any newspaper published outside of Boston. On the occasion of the second anniversary, the Halls devoted the entire first page of their newspaper to a memorial that honored the patriots who gave their lives and listed grievances against the “British Ministry” that “contrived and effected the Establishment of the late Standing Army” in Massachusetts. In addition to such memorials, the Essex Gazette carried advertisements for commemorative items connected to the Boston Massacre. Nearly a year before promoting Warren’s address, the Essex Gazette carried an advertisement for “A few of Mr. Lovell’s ORATIONS on the Massacre in Boston, to be sold by the Printer hereof.” Residents of Salem and surrounding towns had an opportunity to purchase the same commemorative pamphlet printed and sold in Boston. The commodification and marketing of the Boston Massacre helped to create a culture of commemoration of the Boston Massacre throughout the colony. Colonizers who did not live in the busy port and could not witness Warren’s oration themselves read the Essex Gazette and the various newspapers printed in Boston. When they did so, they read coverage of the commemorative events and encountered invitations to purchase their own copies of orations and other items related to the Boston Massacre, opportunities to partake in civic participation through consumption even if they could not attend in person.
What was advertised in a colonial American newspaper 250 years ago today?
Boston-Gazette (March 23, 1772).
“AN ORATION … TO COMMEMORATE THE BLOODY TRAGEDY.”
Commemoration and commodification of the Boston Massacre commenced just weeks after British soldiers killed several colonizers when they fired into a crowd of protesters on March 5, 1770. Paul Revere advertised “A PRINT containing a Representation of the late horrid Massacre in King-Street” in the March 26, 1770, edition of the Boston-Gazette. He appropriated the image from a sketch done by Henry Pelham. A week later, Pelham advertised “The Fruits of Arbitrary Power, An Original Print, representing the late horrid Massacre in King Street, taken from the Spot” in the April 2 edition of the Boston-Gazette. A year later, colonizers in Boston determined that public orations should mark the event. On April 2, 1771, James Lovell delivered “AN Oration … At the Request of the Inhabitants of the Town of Boston; To Commemorate the Bloody Tragedy of the Fifth of March, 1770.” Not long after that, an advertisement in the April 15 edition of the Boston-Gazette promoted copies for colonizers to purchase.
In subsequent years, the annual oration occurred on March 5. From 1771 through 1783, this commemorative event attracted more attention in Boston than Independence Day, but after the Treaty of Paris brought the Revolutionary War to an end July 4 became more widely recognized. On the second anniversary of the Boston Massacre, Joseph Warren gave “AN ORATION … At the REQUEST of the INHABITANTS OF THE TOWN OF BOSTON TO COMMEMORATE THE BLOODY TRAGEDY Of the FIFTH of March, 1770.” An advertisement quickly appeared in the March 23 edition of the Boston-Gazette, filling nearly two-thirds of a column. The advertisement occupied so much space because Benjamin Edes and John Gill, the patriot printers of both the Boston-Gazette and the oration, included an extensive excerpt about “the ruinous Consequences of standing Armies to free Communities.” The printers hoped that by giving prospective customers a taste of what Warren had to say about the “tyranny and oppression” of an “armed soldiery” who “frequently insulted and abused” the residents of Boston that would entice them to purchase the oration and read more. Doing so also gave them an opportunity to remember the “horrors of THAT DREADFUL NIGHT” and venerate “the mangled bodies of the dead” who perished as a result of the “barbarous caprice of the raging soldiery.”
At the end of the advertisement, Edes and Gill noted that they also stocked “A few of Mr. LOVELL’S ORATIONS Deliver’d last April, on the same Occasion.” They made it easy for patriotic consumers to collect memorabilia associated with the Boston Massacre. Commemoration and commodification of that event occurred simultaneously in the years before the colonies declared independence.
