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