What was advertised in a colonial American newspaper 250 years ago today?
“He has moved into town, in order to carry on his business as formerly.”
When he placed an advertisement in the November 9, 1768, edition of the Georgia Gazette, Thomas Morgan relied on readers already possessing some familiarity with the services he offered. In its entirety, his advertisement announced, “THE subscriber gives his friends and former customers notice, that he has moved into town, in order to carry on his business as formerly, and hopes to give them satisfaction when favoured with their commands. He lives at present in the house where Mr. Garratt Allan did live. THOMAS MORGAN.” He did not even mention the type of business he operated but instead expected residents of Savannah to know his occupation. Such was the nature of life in a relatively small town in the middle of the eighteenth century.
Further investigation yields two advertisements most likely published by the same Thomas Morgan, advertisements that provided more specific information about how he earned his livelihood. Two years earlier, Morgan and Jonathan Remington stated that they had formed a partnership and proposed “carrying on the TAYLOR BUSINESS.” In an advertisement in the September 24, 1766, edition of the Georgia Gazette, they requested “the continuance of the favours of their former friends and customers, and all others who may be pleased to favour them with their commands. In another advertisement, this one placed in the July 12, 1769, edition, “MORGAN and ROCHE, Taylors,” informed the public that “they have entered into copartnership to carry on the TAYLOR BUSINESS in all its branches.”
In both of these additional advertisements, Morgan and his partner advanced more robust appeals to potential customers. In 1769 Morgan and Roche pledged that “all gentlemen may depend on being served with diligence and quick dispatch.” In 1766 Morgan and Remington proclaimed that their clients “may depend on having their work made in the genteelest and most fashionable manner, with the utmost dispatch and good attendance.” While it is impossible to know who wrote the copy for each advertisement, Morgan’s partners may have had the better instincts when it came to promoting their business in the public prints. This may have been one factor that contributed to Morgan once again entering a partnership just eight months after moving into Savannah to operate a business on his own.
When considered collectively, these advertisements tell a more complete story of Morgan’s business endeavors. Digitization of eighteenth-century newspapers has made telling that story much more viable. Formerly, identifying these advertisements would have required traveling to an archive that possessed the original issues of the Georgia Gazette or a research library that had the newspaper on microfilm, followed by hours of paging through each issue and skimming for Morgan’s name. Thanks to digitization, however, a keyword search efficiently identified advertisements placed Morgan. In Readex’s America’s Historical Newspapers database, I limited a search to the Georgia Gazette, set the dates for 1760 through 1775, and selected “Thomas Morgan” as the keyword. This yielded twenty-two results, many of them advertisements for runaway slaves. The others, however, elaborated on Morgan’s business activities as a tailor. An inquiry that formerly would have taken hours in an archive or research library took only minutes with a keyword search of digitized primary sources.