What was advertised in a colonial American newspaper 250 years ago today?
“EVERY ONE THEIR OWN PHYSICIAN, BY THE USE OF Dr. KEYSER’s PILLS.”
Dr. Keyser’s Pills may have been the most widely advertised patent medicine in colonial American newspapers. Apothecaries included the remedy among the lists of patent medicines that they stocked, as did merchants and shopkeepers who did not specialize in drugs and medicines. Printers also frequently advertised a variety of patent medicines, especially Dr. Keyser’s Pills, in their efforts to supplement revenues earned from job printing, newspaper subscriptions, advertising fees, and selling books and stationery. In the summer of 1772, printers in Charleston, South Carolina, even engaged in a feud over which of them sold genuine Dr. Keyser’s Pills and accusing the other of peddling counterfeit medicines.
James Rivington, printer of Rivington’s New-York Gazetteer, managed to avoid such controversy in the fall of 1773, though he competed with Hugh Gaine, printer of the New-York Gazette and Weekly Mercury, in selling Dr. Keyser’s Pills. Neither of them placed the kind of extensive notice, complete with descriptions of the symptoms that the medicine alleviated and testimonials to the effectiveness of the pills, that sometimes appeared in colonial newspapers. Gaine did briefly note that he “has now by him many Proofs of their Utility in curing Inflamations, Rheumatism, [and] White Swellings,” an invitation to readers to examine testimonials on hand in his printing office. For his part, Rivington deployed a headline that proclaimed “EVERY ONE THEIR OWN PHYSICIAN” when they used Dr. Keyser’s Pills to treat a “DISEASE, not to be mentioned in a News-Paper.” Consumers knew that patients afflicted with venereal disease commonly turned to Dr. Keyser’s Pills, not just those who suffered from rheumatism (though Rivington did join Gaine in stating the pills “are also wonderfully efficacious” in alleviating those symptoms). For prospective customers seeking to protect their privacy and avoid embarrassment by acting as “THEIR OWN PHYSICIAN,” Rivington asserted that Dr. Keyser’s Pills “infallibly cure” the unnamed disease “without the Knowledge of the most intimate Friend” (or perhaps even spouses or other partners). Like other purveyors, Rivington sold the pills in boxes of different quantities so customers could select how many pills they thought they needed to treat themselves.
In the eighteenth century, Dr. Keyser’s Pills were as widely known to consumers as many over-the-counter brands are to customers today. Accordingly, advertisers did not always need to publish lengthy advertisements to market the pills. Instead, Rivington and others believed that short notices with bold proclamations, like “EVERY ONE THEIR OWN PHYSICIAN” effectively marketed the popular patent medicine.