Samples

July 20

Carl Robert Keyes Slavery Adverts 250 Project , , , ,

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

Pennsylvania Gazette (July 20, 1774).

“Patterns of the different prints may be seen at the Manufactory.”

John Hewson joined the chorus of entrepreneurs promoting “domestic manufactures” or goods produced in the colonies as an alternative to imported goods when he announced that his “CALICOE PRINTING MANUFACTORY, and BLEACH-YARD, is just opened” on the outskirts of Philadelphia.  As the imperial crisis intensified, it became more important than ever for producers and consumers in the colonies to unite in opposition to the “oppressive and arbitrary yoke” of a “corrupt and designing Ministry.”  That was how an editorial addressed “To the INHABITANTS of the different COLONIES IN AMERICA” described current events.  The following pages of the July 20, 1774, edition of the Pennsylvania Gazette featured a “SUMMARY of Monday’s DEBATES on the BOSTON BILLS” (or the Coercive Acts), “RESOLUTIONS unanimously entered into by the Inhabitants of SOUTH-CAROLINA, at a General Meeting, held at Charles-Town,” and updates from other colonies about how they intended to respond to the Boston Port Act.

That made it an opportune time for Hewson to promote his new enterprise, one that he assured consumers rivaled in quality his competitors on the other side of the Atlantic.  At “considerable expence,” he had “imported prints from London, and completed works for carrying on [his] business to perfection.”  In addition, he possessed valuable experience, having been “brought up regularly to the business, at Bromley-Hall, near London, one of the most considerable Manufactories and Bleach-yards in England.”  Realizing that prospective customers may have been skeptical of his claims, Hewson offered a guarantee: “his work shall be equal in colour, and will stand washing, as well as any imported from London or elsewhere, otherwise will require no pay.”  Customers had nothing to lose if Hewson did not charge for work that they found unsatisfactory.  Furthermore, he charged reasonable prices for textile printing, though the extensive combinations of colors “renders his publishing the prices of printing impossible.”  Hewson had a variety of patterns for customers to order.  They could examine samples “at the Manufactory” or schedule appointments for Hewson to visit them.  They could also place orders “at the Manufactory” or leave them with one of several associates “who have been pleased to encourage the work” and, in turn, endorsed the endeavor by partnering with Hewson in receiving orders.

Hewson did not directly mention the deteriorating relationship between the colonies and Britain nor proposals for new nonimportation agreements intended to harness commerce as political leverage.  That hardly seemed necessary considering that readers almost certainly had current events in mind as they perused newspaper advertisements.  Hewson did not need to belabor the political advantages of supporting his “CALICOE PRINTING MANUFACTORY” when news items and editorials already did that work.

September 16

Carl Robert Keyes Daily Advert Update , , , ,

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

Pennsylvania Journal (September 16, 1772).

“A sample of the TOBACCO may be seen at the Bar of the London Coffee-House.”

In a series of newspaper advertisements, Hamilton and Leiper informed readers that they sold “the various kinds of manufactured TOBACCO and SNUFF (of the best quality)” at their store on Second Street in Philadelphia.  In addition, they “established a MANUFACTORY” in Baltimore “for the conveniency of their customers in Maryland.”  Over time, the partners became the most successful tobacconists in the region.  Their advertisements and other marketing efforts likely played a role in their success.

As fall approached in 1772, the partners promoted their “KITE-FOOT TOBACCO” in an advertisement in the September 16 edition of the Pennsylvania Gazette.  As usual, they lauded their tobacco’s “excellent quality.”  Like other entrepreneurs who hawked “domestic manufactures,” goods produced in the colonies, Hamilton and Leiper proclaimed their product “equal to any imported from Europe.”  Consumers were familiar with tobacco exported to England and Scotland as raw materials, processed in those places, and then imported into the colonies.  Hamilton and Leiper, however, asserted that quality tobacco did not need to cross the Atlantic twice.

Prospective customers could decide for themselves.  In addition to visiting Hamilton and Leiper’s shop, consumers had the option of examining a sample “at the Bar of the London Coffee-House.”  That almost certainly enhanced the visibility of Hamilton and Leiper’s product, exposing patrons of an establishment already popular with merchants and other colonizers to their brand of tobacco.  Patrons did not need to enter the London Coffee House with the intention of scrutinizing Hamilton and Leiper’s “KITE-FOOT TOBACCO” to determine if they wished to make a purchase.  Instead, they could be incidentally exposed to the product as others examined and discussed it.  Making samples available had the potential to incite interest and enthusiasm among multiple prospective customers engaging with each other and the product simultaneously.  That marketing strategy had the potential to create a very different kind of experience among consumers than reading newspaper notices.

February 12

Carl Robert Keyes Daily Advert Update , , , , ,

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

Feb 12 - 2:12:1768 New-London Gazette
New-London Gazette (February 12, 1768).

“Lemuel Pattingell … Fabricates and Sells, THE best jerk’d BUTTONS.”

In February 1768, Lemuel Pattingell inserted an advertisement in the New-London Gazette to inform readers that he “Fabricates and Sells, THE best jerk’d BUTTONS.” In addition to their high quality, Pattingell’s buttons were also durable. He proclaimed that they “wear at least twice so long as those Imported.” Potential customers who might have been skeptical of these claimes could examine the buttons for themselves before contacting Pattingell. He announced that “Samples … may be seen at the Printing Office in N. London.” Although brief, this advertisement tapped into concerns about production, consumption, and politics in the colonies and the empire that had gained prominence in the fall of 1767 and continued for months in the public prints.

Colonists found themselves at a disadvantage when it came to a trade deficit with Britain. Many merchants and shopkeepers expressed a preference for dealing in cash rather than credit in their advertisements, hoping to staunch the flow of specie out of the colonies and across the Atlantic. Parliament exacerbated discontent over this situation when it decided to impose new duties on certain imported goods in the Townshend Act. Several weeks before it went into effect in late November 1767, the Boston town meeting voted to initiate a nonimportation agreement to commence at the beginning of the new year. Simultaneously, they also voted to encourage domestic production in whatever way possible, including consuming goods produced in the colonies. As word about these developments spread, both in print and via conversation, other towns adopted similar measures. Consumers’ decisions about which goods to purchase became increasingly politicized as fall became winter.

Pattingell’s advertisement appeared among news and advertisements that advanced those discussions. Elsewhere on the same page of the February 12, 1768, issue of the New-London Gazette, John Armbruester advertised the “Choice GENEVA” he distilled in Norwich. The twelfth and final letter in John Dickinson’s “Letters from a Farmer in Pennsylvania to the Inhabitants of the British Colonies” dominated the first and second pages. Advertisers often liked to suggest that imported goods, including adornments like buttons, possessed cosmopolitan cachet, but that appeal fell out of favor when the imperial crisis intensified and colonists turned to homespun cloth and other goods produced locally. Pattingell’s emphasis on quality and durability addressed the primary concerns of potential customers at the time he placed his advertisement. In turn, that advertisement further shaped public discourse about the politics of consumption, demonstrating to consumers that they could purchase goods made in the colonies rather than relying on imports.