Repeated Advertisement

July 9

Carl Robert Keyes Daily Advert Update , , , , , ,

What was advertised in a colonial American newspaper 250 years ago this week?

Jul 9 - 7:6:1769 New-York Journal
New-York Journal (July 6, 1769).

“Ready Money, for clean Linen RAGS.”

By the first week of July in 1769, John Keating’s advertisement for the “NEW-YORK Paper MANUFACTORY” became a familiar sight in the New-York Journal. Keating called on colonists, especially “ALL Persons who have the Welfare of their Country at Heart,” to collect clean linen rags and turn them over to the paper manufactory to be made into paper. He offered “Ready Money” for rags, but encouraged readers to deliver rags “not so much for the Money they will immediately fetch” but instead for “the Benefit which will accrue to the Public in general” if the manufactory received enough rags “to make a sufficient Quantity of Paper, for our own Consumption.”

This was particularly important in the late 1760s because the Townshend Acts levied duties on imported paper. As part of their resistance efforts, colonists boycotted a vast array of imported goods, not just those subject to the new taxes, and encouraged “domestic manufactures” or local production as an alternate means of acquiring goods while simultaneously bolstering the colonial economy. Keating argued that consumers who purchased paper from the New-York Paper Manufactory kept “Sums of Money” in the colony that were otherwise “annually remitted” across the Atlantic. Furthermore, the manufactory employed “Numbers of poor People” who kept that money “in a circulating State” in the colony, rather than lost to merchants, manufacturers, and Parliament in Britain. Keating deployed a “Buy American” campaign during the imperial crisis, before thirteen colonies declared independence.

In its most recent iteration, Keating’s advertisement appeared in the New-York Journal at least once a month since its first insertion on February 9, 1769. It also ran on February 16, March 23, April 20, May 18, June 8, and July 6. This copy for this iteration, for the most part, replicated a similar advertisement that ran in the summer of 1768. Over the course of a year, Keating was consistent in the message he communicated to colonists, encouraging them to participate in both the production and consumption of paper from the New-York Paper Manufactory.

The sporadic appearance of his advertisement in the New-York Journal raises questions about the arrangements Keating made with John Holt, the newspaper’s printer. Holt and others who worked at his printing office kept the type set over the course of several months, intending to insert the advertisement repeatedly. It ran once a month, but not on a regular schedule, such as in the first issue of the month. Did it appear when Keating ran low on rags and instructed Holt to run the advertisement once again in hopes of obtaining the materials he needed to operate his business? Did Holt insert Keating’s advertisement when running low on other content and needing to fill space? Did the two offer in-kind services to each other, such a supply of paper in exchange for advertising? Did Holt charge reduced advertising rates for Keating? After all, as a printer, Holt had a particular interest in having access to paper that may have prompted him to cultivate a relationship with the proprietor of the New-York Paper Manufactory.

By itself, any insertion of Keating’s advertisement tells a story of politics and the production and consumption of paper when colonists answered the Townshend Acts with nonimportation agreements. The repeated insertion of the advertisement, however, hints at another story about the business practices at both the New-York Journal and the New-York Paper Manufactory. Ledgers and correspondence, if they still exist, might shed more light on Keating’s advertising campaign. Without additional sources, the sporadic yet frequent insertion of the same advertisement for the New-York Paper Manufactory in the New-York Journal over the course of several months testifies to a message regularly communicated to readers while obscuring some of the decisions made by both the printer and the paper manufacturer in the process of presenting arguments in favor of supporting this local enterprise.

March 27

Carl Robert Keyes Daily Advert Update, Guest Contribution , , , , , , ,

GUEST CURATOR: Sean Duda

What was advertised in a colonial American newspaper 250 years ago today?

Massachusetts Gazette [Green and Russell] (March 27, 1769).
“TO BE SOLD BY Jolley Allen.”

Jolley Allen, a merchant from London, had been selling goods in Boston since 1755. In this advertisement he listed many things, from clothes to china to tea. I am interested in the man selling those goods. Allen was a known Loyalist. He had remained in Boston under the British occupation in 1775 and 1776. He planned to leave with his family on a private ship named Sally whose captain was Robert Campbell when the British and all of the other Loyalists planned to evacuate in March 1776. The Allens planned to leave on March 14, 1776. They boarded the ship for their voyage, planning to follow the British vessels to Nova Scotia. According to the New England Historical Society, on March 17 “it became clear just how inept Robert Campbell was. Over the next 24 hours, Campbell managed to collide with two other fleeing British ships, nearly capsize Sally and finally run it aground while the British ships sailed away for Nova Scotia.” The crew then anchored the ship near Provincetown, which was not under British control. Allen then lost all of his possessions to the residents of Provincetown. He later went back to his old home in Boston and found that his barber had taken up residence in his house. For a short time Allen rented a room in his former home. He eventually escaped to London in Febraury 1777, where he published “Account of the Sufferings and Losses of Jolley Allen, a Native of London” in hopes of being compensated for his losses during the American Revolution.

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ADDITIONAL COMMENTARY: Carl Robert Keyes

Almost without fail, Jolley Allen placed distinctive advertisements in Boston’s newspapers in the late 1760s. They were not distinctive so much for their contents. After all, Allen listed the same sorts of items stocked by shopkeepers throughout the city and throughout the colonies. Instead, his attention to graphic design made Allen’s advertisements distinctive. In most cases advertisers submitted copy to the printing office and compositors assumed responsibility for the format of newspaper advertisements. However, the consistency of graphic design elements in Allen’s advertisements across multiple newspapers, whether borders enclosing his lists of goods or ornamental type flanking his name in the headline, demonstrate that Allen negotiated with printers and compositors to have specific visual elements included in his advertisements. That made his advertisement in the March 27, 1769, edition of Green and Russell’s Massachusetts Gazette particularly noteworthy, in addition to its size. Filling two of three columns on the final page, Allen’s advertisement dominated the page.

Such attention to graphic design made Allen’s advertisements easy for prospective customers to recognize. Multiple iterations of his advertisements, especially over extended periods, also suggest that after initially agreeing with the printer and compositor on the format that Allen simply submitted a copy of an earlier advertisement cut from the newspaper, along with revisions marked or attached, when he wished to revive his marketing campaign. His advertisement from March 27, 1769, replicated almost exactly an advertisement that he previously ran nearly nine months earlier in the July 3, 1768, edition of the Boston Weekly News-Letter. The new version included a slightly altered headline, “TO BE SOLD BY Jolley Allen” rather than “Now ready for Sale, at the most reasonable Rate, BY Jolley Allen,” but the shopkeeper’s name still appeared in a much larger sized font than anything else in the newspapers with the exception of the masthead. Decorative ornaments forming diamonds flanked his name. The list of goods he offered for sale was almost exactly the same in terms of both content and order. For the few items missing from the previous version, he likely crossed them off the copy he submitted to the printing office. A limited number of new items appeared at the bottom of the first column and the top of the second, perhaps written in the margins or on a separate sheet by Allen. A final note to “Town and Country Customers” ran across both columns at the bottom, replicating the format of the earlier advertisement. In addition, manicules appeared in all the same places in both advertisements, including three printed upside down at the end of lines rather than at the beginning. This suggests that the compositor faithfully followed the graphic design elements present in the earlier advertisement.

Note the manicules enclosing Allen’s money back guarantee for tea. Massachusetts Gazette [Green and Russell] (March 27, 1769).
Allen likely had to invest some time in working with printers and compositors to achieve the format he desired for his advertisement the first time it ran in any of Boston’s newspapers. That facilitated the process for subsequent insertions since he could simply submit a copy from a previous publication with any revisions marked, trusting the compositor to replicate a design already established.

December 19

Carl Robert Keyes Daily Advert Update , , ,

What was advertised in a colonial American newspaper 250 years ago today?

Connecticut Courant (December 19, 1768).

“SAMUEL BROOME, and Co. have the following GOODS … at their Store in NEW-YORK.”

By the time it made its final appearance in the December 19, 1768, edition, regular readers of Hartford’s Connecticut Courant would have been quite familiar with Samuel Broome and Company’s lengthy advertisement for an assortment of goods available at their store in New York. Over the past five months the advertisement had appeared frequently, replicating its publication schedule in New Haven’s Connecticut Journal.

Broome and Company’s first inserted their advertisement in the August 1 edition of the Connecticut Courant. It then ran in alternating issues, appearing again on August 15 and 29, September 12 and 26, October 10 and 24, November 7 and 21, and December 5 and 19. It did not run on August 8 and 22, September 5 and 19, October 3, 17, and 31, November 14 and 28, and December 12. I have assumed that this advertisement did run on August 15, but not on October 31. Extant copies of those issues were not available to consult, but this would match the schedule throughout the five months the advertisement appeared in the Connecticut Courant. Furthermore, a similar schedule in the Connecticut Journal strongly suggests that Broome and Company’s advertisement did indeed consistently run in alternating issues for the final five months of 1768.

This advertising campaign was ambitious and probably expensive, not just for its frequency but also due to the length of the advertisement. It filled the better part of two out of three columns in the Connecticut Courant, dominating any page on which appeared. Similarly, it filled an entire column in the Connecticut Journal, a newspaper that featured only two columns per page. Despite its length, Broome and Company indicated that they also sold “many other articles too tedious to mention.”

Broome and Company also placed the same advertisement in the New-York Journal. Most merchants and shopkeepers in New York opted to advertise in one or more of the newspapers printed in that city, trusting the extensive circulation of those newspapers to distribute their commercial notices to towns and villages far beyond the city. Broome and Company took a more calculated approach to cultivating new customers and enlarging their share of the market. Their persistent advertising in newspaper published in Hartford and New Haven likely helped to establish greater name recognition on a regional level.

November 11

Carl Robert Keyes Daily Advert Update , , ,

What was advertised in a colonial American newspaper 250 years ago today?

Nov 11 - 11:11:1768 Connecticut Journal
Connecticut Journal (November 11, 1768).

“SAMUEL BROOME, and Co. Have the following Goods to Sell.”

Samuel Broome and Company’s advertisement for an assortment of goods they sold “on the most reasonable Terms, at their Store in NEW-YORK” probably became quite familiar to readers of the Connecticut Journal and New-Haven Post-Boy in 1768. The advertisement appeared regularly during the last five months of the year, though on a rather unique publication schedule.

After first appearing in the August 5 edition, Broome and Company’s advertisement ran again on August 19, September 2, 16, and 30, October 14, November 11 and 25, and December 9 and 23. It did not appear on August 12 and 26, September 9 and 23, October 7 and 21, November 18, and December 2, 16, and 30. (Any extant copies of the October 28 and November 4 editions have not been digitized so they have not been consulted in compiling this calendar. Presumably the advertisement ran on October 28 but not on November 4.) In other words, Broome and Company’s advertisement alternated issues from August through December before being discontinued.

Most eighteenth-century newspaper advertisements ran in consecutive issues for a set period. Why did Broome and Company adopt a schedule that deviated from standard practices? Several factors may have played a role. The partners may have considered the expense of advertising weekly prohibitive. They may have also wished to prolong their advertising campaign while maintaining a particular budget. Staggering their advertisements allowed them to do so. The publishers of the Connecticut Journal may have also played a role in Broome and Company’s decision. Compared to other advertisements in that newspaper, their notice was extensive. It usually filled and entire column (though sometimes the compositor managed to squeeze a short advertisement above or below). Unlike most other newspapers published in 1768, the Connecticut Journal featured only two columns per page. That meant that Broome and Company’s advertisement that filled an entire column actually comprised one-eighth of any standard four-page issue. Without sufficient news and additional advertising to regularly justify a supplement, he publishers may have determined that Broome and Company’s advertisement so dominated the pages of the Connecticut Journal that it could not appear every week.

Whatever factors contributed to the unique publication schedule, Broome and Company inserted their advertisement in the Connecticut Journal a total of eleven times. By the end of December, readers almost certainly recognized it at a glance. They published the same advertisement in the New-York Journal, but it did not achieve the same visibility in a publication that featured far more advertisements, many of them of a length that rivaled Broome and Company’s notice.

October 22

Carl Robert Keyes Daily Advert Update , , , , , , , ,

What was advertised in a colonial American newspaper 250 years ago today?

Oct 22 - 10:22:1768 Providence Gazette
Providence Gazette (October 22, 1768).

“The Snow TRISTRAM … WILL be ready to sail in 14 Days.”

In the late 1760s Joseph Russell and William Russell advertised frequently in the Providence Gazette. Unlike most advertisers throughout the colonies, they sometimes ran multiple advertisements in a single issue, a tactic that enhanced their prominence as local merchants and gave their enterprises even greater visibility. Such was the case in October 1768. On October 1 they placed a new advertisement for “a neat and fresh Assortment of GOODS” that they had just imported “in the Ship Cleopatra.” It appeared in all five issues published in October. On October 15 they inserted a new advertisement that solicited passengers and cargo for the Tristram, scheduled to sail for London in fourteen days. In the same advertisement the Russells seized the opportunity to hawk their “stout Russia DUCK, best Bohea TEA, [and] an neat Assortment of Irish LINENS.”

That advertisement appeared in the Providence Gazette on two more occasions, but never with updated copy. It ran in the October 22 edition, still proclaiming that the Tristram “WILL be ready to sail in 14 Days.” Anyone interested in arranging “Freight or Passage” needed to pay attention to the date listed at the end of the advertisement: “October 15, 1768.” The advertisement made one final appearance on October 29 – the day the Tristram was supposed to set sail – still stating that the ship would depart in fourteen days. It may have still been possible to book passage, but unlikely that Captain David Shand took on additional cargo at that time. The Russells, however, continued to peddle textiles and tea along with the assortment of other merchandise promoted in the companion advertisement published elsewhere in the issue.

The Russells provided enough information for prospective clients to determine the sailing date of the Tristram even though they did not revise the copy as the date approached. Listing the date they submitted the advertisement to the printing office was an imperative component because once the type had been set the notice would run without changes until it was discontinued. Very rarely did advertisements undergo any sort of revision in colonial America. Instead, they were eventually replaced with new advertisements comprised of completely different copy, if advertisers wished to continue at all. This meant that advertisements that ran for any length of time might include outdated portions, an aspect that likely contributed to skepticism of marketing efforts by readers.

September 14

Carl Robert Keyes Daily Advert Update , , , , , ,

What was advertised in a colonial American newspaper 250 years ago today?

Sep 14 - 9:14:1768 Georgia Gazette
Georgia Gazette (September 14, 1768).

“A negroe fellow called CATO … and his wife JUDY … had a written license … to come to town.”

James Bulloch’s advertisement concerning an enslaved man and woman who tricked him into issuing them a pass so they could hire themselves out in Savannah for a month and then ran away became a regular feature in the Georgia Gazette in 1768. Dated July 6, it first appeared in the July 13 edition. It then ran every week, with the exception of August 3, for the next six months, making its final appearance on January 4, 1768, in the first issue of the new year. Overall, Bulloch inserted this advertisement in the Georgia Gazette twenty-five times. It would have been impossible for regular readers to remain unaware of Cato and Judy’s subterfuge and flight, but Bulloch published the notice often enough that even those who read the Georgia Gazette only occasionally were likely to encounter the story of the runaway cooper and laundress.

In that regard, Bulloch’s advertisement did not differ from many other notices about runaway slaves in the Georgia Gazette and other newspapers printed throughout the colonies. The account of Cato and Judy’s escape appeared alongside other advertisements for runaway slaves that also ran for months at a time, including one about “THREE NEW NEGROE MEN, called NEPTUNE, BACCHUS, and APOLLO … and ONE STOUT SEASONED FELLOW, called LIMERICK” who ran away from a plantation near Pensacola, Florida, and were suspected of making way “through the Creek nation.” Bulloch and others made significant investments as they attempted to reclaim runaway slaves. In addition to the “reward of ten shilling sterling, beside all other necessary and common charges” that he offered for the capture and return of Cato and Judy, Bulloch financed an advertising campaign that lasted for six months.

Why did these advertisements cease on January 4, 1769? Had Cato and Judy been captured? Or had they successfully made their escape, at least for the moment, having used the “written license” they finagled from Bulloch to move freely and as far away as possible before he even realized they were gone? The slaveholder may have decided to cut his losses by suspending the advertisements. By then, however, colonists throughout Georgia and beyond would have been familiar with Cato and Judy’s story because they saw it repeated in the Georgia Gazette so many times. Even though the advertisements did not continue, the runaways were not safe. Bulloch had used the power of the press for months to encourage others to engage in the surveillance necessary to bring and end to Cato and Judy’s flight for freedom.

July 21

Carl Robert Keyes Daily Advert Update , , , ,

What was advertised in a colonial American newspaper 250 years ago today?

Jul 21 - 7:21:1767 South-Carolina Gazette and Country Journal Supplement
Supplement to the South-Carolina Gazette and Country Journal (July 21, 1767).

“A great Variety of new Articles, just arrived in Capt. Gordon.”

Like several other merchants and shopkeepers in colonial Charleston, John Davies advertised in more than one of the city’s newspapers. A variation of today’s advertisement from the South-Carolina Gazette and Country Journal, for instance, previously appeared in both that newspaper and the South-Carolina and American General Gazette a month earlier. This version added a nota bene informing potential customers that Davies had augmented his stock with “A very great Variety of new Articles, just arrived in Capt. Gordon.” On their own, these updates deceptively suggested that consumers could acquire merchandise fresh off a ship that had just arrived in port.

Those who consulted the shipping news, however, discovered a rather different story. No ship under the command of a Captain Gordon had arrived in port during the past week, so the nota bene did not deliver the absolutely “freshest Advices” promised in the newspaper’s masthead. Indeed, the June 30 issue indicated that the “Ship Mary, James Gordon” from London had arrived on June 26, nearly a month before today’s advertisement promoted the “very great Variety of new Articles, just arrived in Capt. Gordon.” In that issue, Davies’ advertisement appeared immediately to the left of the shipping news. Readers could verify the information communicated in the larger font used for the nota bene with a quick glance. Davies and the compositor had speedily updated the advertisement.

The revised notice appeared in the next three issues, the verity of the nota bene reduced with each passing week. Careful readers of the July 21 issue would have noticed that Captain Gordon and the Mary had been cleared for departure and a return trip to London by the Customs House on July 18. Careful readers would have also recognized Davies’ advertisement from previous issues, realizing that the information in the nota bene needed to be tempered by acknowledging that the notice had been reprinted several times over the past month. Such careful attention to the shipping news likely would not have been necessary for potential customers to approach this advertisement with some skepticism. Readers were accustomed to advertisements being reprinted for weeks and sometimes months. They would have learned to adjust their expectations when advertisers made claims about goods that had “just arrived” or had been “just imported.”

June 17

Carl Robert Keyes Daily Advert Update , , , ,

What was advertised in a colonial American newspaper 250 years ago today?

Jun 17 - 6:17:1767 Georgia Gazette
Georgia Gazette (June 17, 1767).

“To be sold by the Printer of this paper …”

James Johnston’s advertisement for a “FOUR SHEET MAP of SOUTH-CAROLINA and PART of GEORGIA” would have looked very familiar to readers of the Georgia Gazette. It had been inserted frequently in that newspaper for quite some time, often on the final page alongside most other advertisements but other times on the second or third pages with news items. Although Johnston, the printer of the Georgia Gazette, certainly wished to sell copies of this map to interested customers, he also used this advertisement as filler to complete the page when he did not have sufficient news items and other commercial notices to do so. Subscribers and regular readers would have recognized it at a glance. The same was true of the notice immediately below it, an announcement that colonists could purchase all sorts of printed blanks at Johnston’s printing office. Again, the advertisement served dual purposes: attracting customers and filling the page. The latter was particularly efficient since type had already been set long ago for both advertisements. The printer resorted to the eighteenth-century version of cut-and-paste when laying out the pages of the Georgia Gazette each week.

For more information about the map (and to examine the map itself), see the previous entry that featured an earlier insertion of this advertisement in the August 27, 1766, edition of the Georgia Gazette. The methodology of the Adverts 250 Project usually precludes examining any advertisement more than once but allows for exceptions when doing so illuminates some aspect of eighteenth-century practices or consumer culture. In this case, an advertisement that practically became a permanent feature of the Georgia Gazette merited attention. Its frequency should not be misconstrued to suggest that Johnston was desperate to sell surplus copies of the map (though that might have also been the case). Instead, when read alongside the notice hawking printed blanks, this advertisement might better be interpreted as a device for completing the page or the issue when lacking other content.

February 22

Carl Robert Keyes Daily Advert Update, Guest Contribution , , , , , , ,

GUEST CURATOR: Shannon Holleran

What was advertised in a colonial American newspaper 250 years ago this week?

feb-22-2211767-providence-gazette
Providence Gazette (February 21, 1767).

“Powder horns.”

The “Powder horns” near the end of Joseph and William Russell’s full-page advertisement made me curious. I discovered that a powder horn was used for holding gun powder (which the Russells also sold).

Many powder horns from this period have intricate engravings on them. Some people took up horn carving as an occupation. One of the best-known horn carvers of this time period was Jacob Gay, who often carved his initials onto the powder horns he created. Historians are now able to spot the artwork he created by the “J G” engraved on a powder horn.

feb-22-powder-horn
Powder horn engraved by Jacob Gay (dated 1759).  Metropolitan Museum of Art.  Visit the museum’s online record for this object to see additional photos and other eighteenth-century powder horns.

Many powder horns have specific styles based on the period they were made and the battles that occurred at that time. Powder horns decorated just before and during the American Revolution often indicated New England’s anti-British feelings. Also, many of the engraved horns depicted battles fought during the Revolution. In addition to being used to reflect battles, powder horn engravings were also expressive of camp life during the Revolution.

In the midst of the Revolution, many powder horns were also used as forms of identification. Following the Battles of Lexington and Concord, many soldiers began engraving their names or initials on their powder horns. As a result, historians are now able to identify many of the soldiers who fought in battles of the Revolution.

For more information and examples, see William H. Guthman’s “Powder Horns Carved in the Provincial Manner, 1744-1777.”

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ADDITIONAL COMMENTARY: Carl Robert Keyes

Joseph and William Russell’s full-page advertisement, the first published in the Providence Gazette, first appeared three months earlier, on November 22, 1766. Since then, it ran multiple times, either because the Russells were keen on advertising or because Mary Goddard and Company needed any sort of content to fill the pages when faced with the combination of a dearth of new paid notices and post riders carrying news from other colonies chronically arriving too late for any of it to appear in the current issue. As a result, residents of Providence and readers of the newspaper printed there were exposed to the Russells’ full-page advertisement on many occasions.

Due to the prominence and frequency it appeared in late 1766 and early 1767, this advertisement has also reappears fairly regularly as a point of reference when examining other paid notices in the Providence Gazette – or trying to explain the absence of those notices. While the methodology for the project, when strictly observed, prohibits featuring this advertisement a second time, there’s room for making exceptions when doing so yields productive observations about advertising practices and consumer culture in eighteenth-century America.

Shannon is the first student in my Revolutionary America class to take on responsibilities for guest curating the Adverts 250 Project. In turn, this is the first time students in that class have encountered the Russells’ advertisement, giving us an opportunity to discuss what was possible when it came to advertising in the revolutionary era compared to what was much more common. Revisiting this advertisement serves a second pedagogical purpose. For her work in preparing today’s entry, Shannon considered the variety of goods listed in this lengthy advertisement before choosing one to examine in greater detail. In the end, she took a closer look at an item not previously incorporated into the Adverts 250 Project, simultaneously expanding her own knowledge about an aspect of early American material culture and enhancing the project.

Finally, by choosing this advertisement Shannon contributes to an ongoing analysis of the advertising content of the Providence Gazette. This advertisement repeatedly occupied one-quarter of the space in any issue in which it appeared, quite a bit of space for the printers to yield. As mentioned above, Goddard and Company seemed to have difficulty attracting advertisers, especially when comparing their newspaper to counterparts published in Boston, Charleston, New York, and Philadelphia. That is a story that could not be told if the Russells’ full-page advertisement were permanently excluded from further consideration simply because the Adverts 250 Project previously featured it.

 

February 11

Carl Robert Keyes Daily Advert Update , , , , ,

What was advertised in a colonial American newspaper 250 years ago today?

feb-11-georgia-gazette-slavery-2
Georgia Gazette (February 11, 1767).

“RUN AWAY … NEGROE GIRL, named MARIA, about 15 years of age.”

This advertisement about a “TALL SLIM LIKELY YOUNG NEGROE GIRL, named MARIA” who ran away from her master would have been very familiar to readers of the Georgia Gazette. Dated August 5, 1766, it first appeared in the August 6, 1766, issue. It then appeared in almost every issue published for the next six months; the February 11, 1767, issue marked half a year that Donald Mackay inserted this runaway notice in the newspaper published in Savannah.

The longevity of this advertisement may be interpreted in more than one way. It might testify to the value that Mackay placed on Maria or how intensely he chafed for her return. As I noted when I first examined this advertisement last August, the physical description of Maria suggested that Mackay valued the “TALL SLIM LIKELY YOUNG NEGRO GIRL” for more than just her capacity to labor in the household or the fields. The expenses incurred by placing an advertisement for her return almost every week for six months (plus an award and reimbursement for “al reasonable charges” associated with Maria’s capture and transport) indicated that Mackay was willing to make a significant investment in reclaiming his human property. Maria’s potential resale value possibly more than justified such expenses.

That line of reasoning, however, assumes that Mackay instructed James Johnston, printer of the Georgia Gazette, to insert this advertisement each week and that he agreed to pay for each appearance. Like other newspapers published in smaller cities, such as the Providence Gazette, the [Portsmouth] New-Hampshire Gazette, and the [Hartford] Connecticut Courant, the Georgia Gazette featured significantly fewer advertisements than newspapers in the major urban ports. That the advertisement for the runaway Maria consistently appeared for six months may have been a function of the printer seeking to fill the pages with any sort of content, especially considering how many other advertisements in the Georgia Gazette ran for extended periods, often much longer than similar notices in newspapers published elsewhere.

Perhaps the real story combines elements of these two possibilities. Maybe Donald Mackay was so eager to have Maria returned and James Johnston was so eager to fill the columns in his newspaper that they worked out a payment schedule that included discounted rates. Whatever the circumstances, the frequency that this and other advertisements appeared in the Georgia Gazette raises suspicions that not all notices were indeed paid notices.