Samuel Green

November 11

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

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

Connecticut Journal (November 11, 1774).

“To be sold by the Printers hereof, And by Nathan Hicok, Post-Rider.”

Throughout the colonies, printers provided updates from the First Continental Congress during its meeting in September and October 1774.  After the delegates adjourned and traveled home, printers quickly set about publishing, advertising, distributing, and selling a pamphlet that included an overview of the “Votes & Proceedings” as well as “the Bill of Rights, a List of Grievances, occasional Resolves, the Association, an Address to the People of Great Britain, a Memorial to the Inhabitants of the British American Colonies, and an Address to the Inhabitants of the Province of Quebec.”  William Bradford and Thomas Bradford, printers of the Pennsylvania Journal, first made the pamphlet available in Philadelphia just a week after the meeting ended.  Other printers soon joined them, producing their own local editions.

That included Thomas Green and Samuel Green, the printers of the Connecticut Journal and New-Haven Post-Boy.  On November 4, they alerted readers that the “Proceedings of the Continental Congress will shortly be ready for sale at the Printing Office.”  A week later, they ran a new advertisement, this time announcing that they sold the pamphlet.  Yet customers did not have to visit the printing office or send an order to acquire copies because the Greens enlisted Nathan Hicok, a post rider, in selling as well as delivering the “Votes & Proceedings” to colonizers seeking to keep informed beyond the coverage in newspapers.  It was not the first time that the Greens designated Hicok as one of their agents for disseminating printed items that supported the patriot cause.  On September 30, 1774, they advertised “The celebrated SPEECH, of the Bishop of St. Asaph, on the Bill for altering the Charter of the Colony of Massachusetts-Bay.  To be sold by the Printers, and Nathan Hicok, jun.”  Advertisements in several newspapers demonstrate that several post riders became partners with printers in marketing and selling political pamphlets as the imperial crisis intensified.  Even more post riders, though not named in newspaper advertisements, may have assumed similar responsibilities, actively promoting sales of such items rather than merely delivering them at the behest of printers and their customers.

November 4

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

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

Connecticut Journal (November 4, 1774).

“The Proceedings of the Continental Congress will shortly be ready for sale at the Printing Office in New Haven.”

William Bradford and Thomas Bradford, the printers of the Pennsylvania Journal in Philadelphia were the first to advertise the Extracts from the Votes and Proceedings of the American Continental Congress after the First Continental Congress adjourned its meeting in the fall of 1774, but other printers in other towns soon hawked their own editions.  A multiplication of copies produced and disseminated throughout the colonies aided in keeping colonizers informed beyond what they read in newspapers or heard from their friends and neighbors.

The Bradfords announced publication of the Extracts on November 2, a week after the First Continental Congress concluded its meeting.  On November 3, John Holt, the printer of the New-York Journal, ran a shorter advertisement to the same effect: “THE PROCEEEDINGS OF THE CONTINENTAL CONGRESS, With their Letter to the People of QUEBEC, To be sold by the Printer.”  He may have been so occupied with taking the Extracts to press as quickly as possible that he did not focus on crafting an advertisement.  On the other hand, considering the level of interest in the decisions of the delegates, Holt may not have considered an elaborate advertisement necessary to market the pamphlet.  Anne Catharine Green and Son, the printers of the Maryland Gazette in Annapolis, ran their own advertisement that day, though they did not have their edition ready for sale.  Still, they wanted readers to know that it would soon be available: “Now in the press, and speedily will be published, EXTRACTS FROM THE VOTES AND PROCEEDINGS OF THE AMERICAN CONTINETNAL CONGRESS.”  They placed their notice immediately after the news, testifying to its consequence.

Thomas Green and Samuel Green, the printers of the Connecticut Journal and New-Haven Post-Boy, also moved quickly to publish an edition of the Extracts.  They inserted a note in the November 4 edition of their newspaper: “The Proceedings of the Continental Congress will shortly be ready for sale at the Printing Office in New Haven.”  It appeared at the bottom of the final column on the third page of that issue.  Printers usually printed the first and fourth pages on one side of a broadsheet and let them dry while they set type for the second and third pages to print on the other side.  That meant that the Greens’ notice about the Extracts would have been the last item added to that edition.  Perhaps they had hoped to have the pamphlet ready for sale by the time the second and third pages of the newspaper went to press, but settled for alerting readers that they could acquire copies soon.  As quickly as they could, the Greens joined other printers in disseminating the political pamphlet far and wide.

April 23

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

Who was the subject of advertisements in colonial American newspapers 250 years ago today?

Connecticut Journal (April 23, 1773).

“TO BE SOLD … A likely Negro Man … Enquire of the Printers.”

“TO BE SOLD, A Negro Boy … Enquire of the Printers.”

Timothy Green ran a busy printing office in the early 1770s.  In addition to publishing the New-London Gazette, he sold books, some that he printed but most of them imported.  In the April 23, 1773, edition of his newspaper, Green advertised one of his own imprints, informing readers that “A Faithful HISTORY OF REMARKABLE OCCURRENCES, IN THE Captivity and Deliverances OF Mr. JOHN WILLIAMS, Minister of the Gospel in DEEERFIELD” was “Just Published, and to be Sold.”  Green also did job printing, including broadsides, handbills, and blanks (or forms).  Similarly, Thomas Green and Samuel Green oversaw a bustling printing office where they published the Connecticut Journal and New-Haven Post-Boy.  In the spring of 1773, they distributed subscription proposals for a new edition of “A Discourse on Justification by Faith alone. BY THE REVEREND JONATHAN EDWARDS.”  Those proposals also appeared in the April 23 edition of the New-London Gazette, part of a network of printers and others who cooperated in collecting the names of subscribers who reserved copies.

New-London Gazette (April 23, 1773).

Among their many other responsibilities, all three printers also served as slave brokers.  The same day that they promoted important historical and theological works, they also advised readers to “Enquire of the Printers” to learn more about enslaved people advertised for sale in their newspapers.  In the Connecticut Journal, a brief advertisement announced, “TO BE SOLD, (for no Fault, but for want of Employ,) A likely Negro Man, about 26 Years old, fit for Town or Country. Enquire of the Printers.”  An even shorter, but equally insidious, advertisement in the New-London Gazette stated, “TO BE SOLD, A Negro Boy, about 13 Years old, lately brought into the Country.  Enquire of the Printer.”  In both cases, the advertisers declined to identify themselves, instead instructing interested parties to contact the printers for more information.  In turn, the printers facilitated the sales of enslaved people twice over and generated revenue from the advertisements in the process.  First, they disseminated the notices, undertaking the labor required to print and distribute the advertisements and the rest of the newspapers.  Then, they actively participated in the sale of the “likely Negro Man” and the “Negro Boy, about 13 Years old,” responding to messages they received in the printing office and colonizers who visited to learn more.  As these advertisements demonstrate, printers in New England participated in perpetuating slavery during the era of the American Revolution, alongside their counterparts in Maryland, Virginia, South Carolina, and other colonies with greater numbers of enslaved people.  Such advertisements underwrote the production and dissemination of the news, while those that required readers to “Enquire of the Printers” further enmeshed printers in the slave trade as brokers for sales.

For an extended consideration of such advertisements, see Jordan E. Taylor, “Enquire of the Printer: Newspaper Advertising and the Moral Economy of the North American Slave Trade, 1704-1807,” Early American Studies 18, no. 3 (Summer 2020): 287-323, and the companion website.

April 2

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

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

Connecticut Journal (April 2, 1773).

“They shall be under the necessity of reducing it to its original size and price, unless the Subscribers for it, are more punctual in their payments.”

On April 17, 1772, Thomas Green and Samuel Green began printing the Connecticut Journal on larger sheets.  That allowed them to deliver more content to their subscribers, meeting the demand of “many of our Customers, and others, … desirous of having [the newspaper] enlarged.”  When they did so, they also noted that the previous edition “completed Four Years and an Half since the first Publication” of the newspaper, yet many of the subscribers “paid not a single Farthing” during that time and others were “indebted for Two or Three Year’s Papers.”  The printers called on anyone who owed for newspapers, advertisements, printed blanks, or anything else “to make speedy Payment.”

Almost a year later, the Greens made similar pleas.  On April 2, 1773, they declared, “The Printers are sorry, they can with truth inform the Public, That they have not for this year past, received from all the Customers for this Journal, so much money as they have expended for the blank paper, on which it has been printed.”  Colonial printers often lamented that subscribers and others did not pay their bills, but few did so in such stark terms.  The Greens noted that the “next week’s paper … completes one year since its enlargement,” a benefit to subscribers that accrued even greater expenses for the printers.  That benefit would not continue, the Greens warned, if subscribers did not settle accounts.  They proclaimed that “they shall be under the necessity of reducing it to its original size and price, unless the Subscribers for it, are more punctual in their payments.”  Other printers often threatened to take legal action against recalcitrant subscribers to force them to pay what they owed.  The Greens, on the other hand, threatened other consequences that would have an impact on all readers, not just those taken to court.

Whether it involved suing subscribers or publishing the names of those who refused to pay, printers usually did not follow through on their threats.  Whether or not the Greens’ notice prompted some subscribers to submit payment, the printers did not opt to revert to the original size of the newspaper.  Through experience, many readers likely believed that they could ignore such notices from the printers without suffering any consequences.  Printers wished to maintain robust circulations so they could sell advertising, a factor that played a role in their decisions about how to handle difficult subscribers.

February 19

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

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

Connecticut Journal (February 19, 1773).

“Those who may have subscription papers are desired to return them to the printers.”

In February 1773, Thomas Green and Samuel Green, printers of the Connecticut Journal and New-Haven Post-Boy, inserted subscription proposals for a book by James Dana, “Pastor of the first Church in Wallingford,” into their own newspaper.  Eighteenth-century printers often placed advertisements promoting their other projects in their newspapers, whether publishing books and pamphlets or peddling books, stationery, patent medicines, and other merchandise.  In this instance, the Greens sought to publish a continuation of An Examination of the Late Reverend President Edwards’s “Enquiry on Freedom of Will” (1770), supplementing the new volume with “Strictures on the Rev. Mr. West’s ‘essay on moral agency.’”  To entice prospective customer to reserve copies by subscribing in advance, the Greens listed the contents of the book and promised that the price “will not exceed Two Shillings.”

Subscription proposals served as a rudimentary form of market research.  Printers and authors did not want to take books to press without knowing if they made a sound investment.  To assess demand for proposed works, they distributed subscription notices that described the contents, the paper and type, and the costs.  Customers interested in the proposed work reserved copies in advance, sometimes paying a deposit.  Collecting the names of subscribers provided guidance about how many copies to print.  In some instances, they discontinued projects after determining that they had not generated sufficient interest to make them viable.  Sometimes, but not always, printers gave credit to those who supported the project by inserting a list of subscribers, an additional incentive for customers to reserve copies.

The Greens began promoting this book before their advertisement appeared in the Connecticut Journal in February 1773. In that advertisement they requested that “Those who may have subscription papers are desired to return them to the printers by the beginning of April next, that they may proceed with the work.”  The Greens apparently provided separate advertisements, perhaps as handbills, broadsides, or pamphlets, to associates who took responsibility for distributing them and collecting the names of subscribers and how many copies they ordered.  Those associates may have kept lists of their own.  Alternately, they may have posted broadsides in their shops, allowing subscribers to sign their own names … and peruse the list of other subscribers to get a sense of the company they kept.  Eighteenth-century newspaper advertisements make frequent reference to subscription papers, suggesting that this form of advertising circulated more widely than surviving copies in research libraries and historical societies suggest.  Many printers and authors, including the Greens, deployed multipronged approaches to marketing, disseminating advertisements in formats other than the newspaper advertisements so familiar to historians of early America.

April 10

Carl Robert Keyes Daily Advert Update , , , , ,

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

Connecticut Journal (April 10, 1772).

“The Printers hereof earnestly request all those who are indebted to them for Newspapers, Advertisements, Blanks, or in any other Way … to make speedy Payment.”

Colonial printers regularly called on customers to settle accounts, placing notices in their own newspapers for that purpose.  The appearance of those notices often coincided with an anniversary; as printers completed one year of publication and commenced another, they requested that customers make payments.  Thomas Green and Samuel Green, however, did so halfway through their fifth year of publishing the Connecticut Journal.  They inserted a notice in the April 10, 1772, edition to inform readers that “THIS Day’s Paper (No. 234) completes Four Years and an Half since the first Publication of the CONNECTICUT JOURNAL, and NEW-HAVEN POST-BOY.”  They then lamented that “many of the Subscribers for it, have not paid a single Farthing, and others are indebted for Two or Three Year’s Papers.”

The Greens focused most of their attention on subscribers who had fallen behind or never paid, but they did not limit their efforts to collecting from those customers.  Instead, they “earnestly request all those who are indebted to them for News Papers, Advertisements, Blanks, or in any other Way, (whose Accounts are of more than a Year’s standing) to make speedy Payment.”  They continued to allow credit for those whose accounts did not extend more than a year, but they wanted others to pay their bills because “Printing a Weekly News-Paper, and carrying on the other Branches of the Printing-Business is attended with great Expence.”  While some printers may have considered advertising the more significant source of revenue and required that advertisers pay for notices in advance while extending credit to subscribers, that was not always the case.  For a time in the early 1770s, the colophon for the Providence Gazette, printed by John Carter, stated that “ADVERTISEMENTS of a moderate Length (accompanied with the Pay) are inserted in this Paper three weeks.”  Ebenezer Watson, printer of the Connecticut Courant in Hartford, apparently updated his policy about paying for advertisements in advance of publication.  On February 25, 1772, he informed readers that “No Advertisements will for the future be published in this paper, without the money is first paid, unless it be for such persons as have open accounts with The Printer.”  Watson continued to accept advertisements without payment from existing customers in good standing, but no longer did so for new advertisers.  The Greens did not change their policy, but their notice did indicate that they extended credit for advertisements as well as subscriptions.  Payment in advance was not always required for publishing advertisements in early American newspapers.

March 15

Carl Robert Keyes Daily Advert Update , , , ,

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

New-London Gazette (March 15, 1771).

“PROPOSALS FOR PRINTING.”

Thomas Green and Samuel Green, printers of the Connecticut Journal in New Haven, planned to publish “A careful and strict Examination of the external Covenant, and of the Principles by which it is supported.  A REPLY To the Rev. Mr. Moses Mather’s Piece, intitled, The Visible Church on Covenant with God, further illustrated” in the spring of 1771.  Before taking the book to press, however, they sought to gauge demand in order to determine how many copies to print.  To that end, they distributed subscription notices, including “PROPOSALS FOR PRINTING” in the March 15, 1771, edition of the New-London Gazette.  The Greens requested that those interested in reserving copies become “Subscribers” by submitting their names by May 1.  In turn, the Greens guaranteed the price of the book to those who ordered copies in advance.  Other customers who purchased surplus copies risked paying higher prices.

In addition to seeking subscribers in New Haven, the Greens attempted to incite demand in other towns.  Timothy Green, printer of the New-London Gazette, not only inserted the “PROPOSALS FOR PRINTING” in his newspaper but likely also served as a local agent who collected subscriptions and sent the list to the printing office in New Haven.  The Greens devoted most of subscription notice to the lengthy title of the book and a list of its contents, demonstrating to prospective subscribers the various theological arguments presented by Joseph Bellamy.  They also listed the price, one shilling and four pence, contingent on how many pages were in the book.  They anticipated printing on twelve sheets, but would adjust the price higher or lower if they used more or less paper.  The Greens also established a timeline for receiving subscriptions and printing the book, stating that subscribers and local agents should contact them by May 1 so “it may be known how many Books shall be ready for the Subscribers at the next Commencement in New-Haven.”  The Greens planned to distribute the book at the same time as graduates of Yale College gathered.

Colonial printers often relied on networks of booksellers, local agents, and fellow printers in the marketing and distribution of books they printed.  Two other notices in the same edition of the New-London Gazette concluded with such lists.  One, another subscription notice, listed seven local agents in seven towns in Connecticut.  The other, an advertisement for a book already published, named eleven local agents in seven towns as well as a postrider who served several of those places.  Subscription notices and local agents played a vital role in determining the viability of proposed books in eighteenth-century America.

August 24

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

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

Aug 24 - 8:24:1770 Connecticut Journal
Connecticut Journal (August 24, 1770).

“Send the Subscription Papers, to the Printing Office.”

An advertisement for A Treatise on Regeneration by Peter Van Mastricht ran in the August 24, 1770, edition of the Connecticut Journal.  Thomas Green and Samuel Green announced that the book was “In the Press, and a few Days will be published.”  The Greens had multiple audiences in mind when they composed their advertisement.  They hoped to attract new customers, but they also addressed existing customers as well as associates who collected subscriptions on their behalf.  A manicule drew attention to a short note at the conclusion of the advertisement: “Those Gentlemen that took in Subscriptions for printing the above Piece, are desired to send the Subscription Papers, to the Printing Office, in New Haven, the first Opportunity.”

Publishing by subscription, a popular practice prior to the American Revolution, meant taking orders in advance of printing a proposed book.  This allowed printers to gauge interest so they could determine if sufficient demand existed to merit moving forward with the project.  If so, this also gave them a good sense of how many copies to print in order to meet demand and have a small surplus for additional customers, but not so many that any that did not sell caused the venture to be a financial failure rather than success.  Printers did not always take advance orders themselves.  Instead, they distributed subscription papers to networks of associates who collected names on their behalf.  Those subscription papers included an overview of the proposed book, the conditions, an enumerated list of what subscribers could expect in terms of the material qualities of the publication, and space for subscribers to sign their names.  Prospective subscribers could also see which of their friends and neighbors had already subscribed.

When the Greens called on the “Gentlemen that took in Subscriptions” to return their subscription papers, they did so because they needed to determine a complete count of how many customers had already committed to purchasing Van Mastricht’s Treatise on Regeneration.  They could then print an appropriate number of copies to fulfill the subscriptions and still have a reasonable number for new customers.

October 20

Carl Robert Keyes Daily Advert Update , , , , ,

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

Oct 20 - 10:20:1769 Connecticut Journal
Connecticut Journal (October 20, 1769).

“Advertisements omitted, will be in our next.”

In the late 1760s, the Connecticut Journal and New-Haven Post-Boy carried significantly less advertising than its counterparts printed in the largest port cities. Newspapers published in Boston, Charleston, New York, and Philadelphia often overflowed with advertising, sometimes prompting printers to issue supplements in order to include all of the paid notices. The Connecticut Journal, on the other hand, rarely had enough advertising to fill an entire page.

On occasion, however, printers Thomas Green and Samuel Green found themselves with too many advertisements to fit in the standard issue. That was the case during the week of October 20, 1769. Advertisements comprised the entire final page of the newspaper’s standard four-page issue. The Greens had more advertisements, but they opted not to distribute a supplement with the issue. Instead, they inserted a note at the bottom of the third page: “(The new Advertisements are in the last Page. Advertisements omitted, will be in our next.)” A headline on the final page proclaimed, “NEW ADVERTISEMENTS” (not unlike the headline Peter Timothy inserted in the South-Carolina Gazette two days earlier), though not every notice that appeared below it ran for the first time in the October 20 edition. The Greens alerted readers to the presence of new content, an important service considering that most advertisements usually ran for several weeks, but the “NEW ADVERTISEMENTS” headline did not provide much assistance in navigating the notices on the final page.

The note that “Advertisements omitted, will be in our next” invited readers to peruse the next issue of the Connecticut Journal, but it also served another practical purpose for the printers. Rather than correspond with each advertiser whose notice did not appear in that issue, the Greens issued a blanket statement to reassure their clients that their advertisements had not been overlooked or forgotten. This note also encouraged prospective advertisers to consider placing their own paid notices in the Connecticut Journal or else find themselves at a disadvantage to their competitors who already submitted so many advertisements that the Greens did not have space to feature all of them. Many colonial printers depended on revenue generated by advertising to make publishing newspapers viable enterprises. Brief notices like this one from the Connecticut Journal demonstrate some of the practices adopted by printers in managing that aspect of the newspaper business.

October 6

Carl Robert Keyes Daily Advert Update , , , ,

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

Oct 6 - 10:6:1769 Connecticut Journal
Connecticut Journal (October 6, 1769).

“Just Re-printed, and to be sold by T. & S. GREEN … The Connecticut Colony LAW-BOOK.”

Compared to many other colonial newspapers, the Connecticut Journal and New-Haven Post-Boy carried relatively few advertisements. Thomas Green and Samuel Green founded the publication in 1767. Two years later, advertising remained sparse, comprising less space than in many other newspapers. In that regard, the Connecticut Journal was not much different than other newspapers published in smaller towns in the late colonial era. While newspapers in the busiest urban ports – Boston, Charleston, New York, and Philadelphia – overflowed with advertising and even those in places like Portsmouth, Providence, and Savannah usually filled at least an entire page with advertising, the Connecticut Journal, the Essex Gazette, and the New-London Gazette regularly devoted less space to advertising than their counterparts in larger cities and towns.

Consider the October 6, 1769, edition of the Connecticut Journal. Only ten advertisements appeared in that issue, all of them on the final page. They did not even fill that page. Of the three columns, two consisted of advertising. One short advertisement ran at the bottom of the first column. Revenues from advertising, rather than subscriptions, often made publishing newspapers viable business ventures for colonial printers. The Greens, however, did not cultivate the same culture of advertising in the Connecticut Journal that emerged in other publications. On the other had, they did pursue a strategy that put their business practices in line with those of other printers: they took advantage of their access to the press to promote their own wares. Newspaper printers frequently inserted one or more advertisements for books, pamphlets, blanks, and other merchandise, simultaneously seeking to stimulate demand for other segments of their operations and attempting to convince prospective advertisers of the advantages of advertising. Of the ten advertisements in the October 6 issue, two announced that the Greens sold books at their printing office. Not all of the advertisements in that issue were paid notices that generated revenues for the Connecticut Journal; the Greens used that space to bolster their business in other ways. With relatively few advertisements submitted by others, they resorted to publishing their own.