Second Edition

September 10

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

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

Dunlap’s Pennsylvania Packet (September 10, 1776).

“The Second Edition of OBSERVATIONS ON THE Nature of CIVIL LIBERTY.”

When John Dunlap published a Philadelphia edition of Richard Price’s Observations on the Nature of Civil Liberty, the Principles of Government, and the Justice and Policy of the War with America, the book did well enough that he printed a second edition.  He gave an advertisement for the second edition a prime spot in the September 10, 1776, edition of his newspaper, Dunlap’s Pennsylvania Packet, making it the first item in the first column of the first page.  Even if readers skipped over the rest of the advertisements on that page, they were more likely to notice that one.

Dunlap reworked an advertisement for the first edition that ran in his newspaper in July.  It appears he never broke down the type, perhaps anticipating that he would advertise the first edition again if it did not sell out.  Instead, he added a line, “The Second Edition of,” above the title of the book and eliminated the lengthy “EXTRACT from the WORK” that offered a preview in the previous advertisement.  A note about the reception that Price and his book received in London remained: “This learned, judicious and liberal author had the thanks of the Common Council, and the Freedom of the City of London presented to him in a gold box, for this much admired most excellent pamphlet on Civil Liberty.”  Dunlap added that Price “also deserves the united thanks of America.”

Dunlap and other printers certainly thought that “this much admired most excellent pamphlet” merited distribution in America.  Thomas Fleet and John Fleet published a Boston edition, Samuel Loudon published a New York edition, and David Bruce published a Charleston edition.  Like Dunlap, the Fleets used the pamphlet’s reception in London in marketing their edition.  In their advertisement, they declared, “This judicious and exceeding well wrote Pamphlet was published in London in March last and has had a very rapid Sale there.”  In turn, they considered it “well worthy the Perusal of every lover of Civil Liberty and good Government in America.”  Such appeals convinced enough consumers that Dunlap printed a second edition.  It even convinced retailers.  Matthew Anderson of Gloucester, Virginia, listed it as one of the few titles available at his store that primarily sold textiles, housewares, and hardware.

June 20

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

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

Continental Journal (June 20, 1776).

“Col. Pickering’s PLAN of DISCIPLINE, which … all the Militia of this Colony are directed and enjoined to practise.”

When he transferred the New-England Chronicle to Edward E. Powars and Nathaniel Willis in June 1776, Samuel Hall informed the public that “PRINTING in general will be continued at the Subscriber’s Office in School-street [in Boston], and performed with accuracy and dispatch.”  Although he would no longer publish a newspaper, Hall continued to earn his livelihood through job printing and other projects.  One of those projects was a second edition of Timothy Pickering’s Easy Plan of Discipline for a Militia.  Hall and his brother, Ebenezer, published and advertised the first edition nearly a year earlier.  As the war continued, the American army needed more copies military manuals, including Pickering’s manual.

On June 20, Hall inserted advertisements in both the Continental Journal and the New-England Chronicle, the only newspapers published in Boston at the time.  “The second Edition of Col. Pickering’s PLAN of DISCIPLINE, which by Order of the General Assembly, all the Militia of this Colony are directed and enjoined to practise,” Hall announced, “is not in the Press, and will be published, in about three Weeks.”  The advance notice gave interested parties an opportunity to reserve copies.  That, in turn, helped Hall determine how many copies to print.  After all, he did not publish the manual solely as a service.  He aimed to generate revenue with the venture.  He did not want an excessive number of surplus copies to eat into profits.

That an “Order of the General Assembly” directed the colony’s militia to consult Pickering’s military manual no doubt helped sales.  Yet Pickering received yet another important endorsement for his Easy Plan of Discipline for a Militia.  He sent a copy to George Washington following his appointment as commander-in-chief of the Continental Army by the Second Continental Congress.  In turn, according to the American Revolution Institute, “Washington promoted the use of several published works, including Timothy Pickering’s An Easy Plan of Discipline for a Militia and Thomas Hanson’s The Prussian Evolutions” in the years before the Baron von Stueben’s Regulations for the Order and Discipline of the Troops of the United States became the first official manual of the Continental Army in 1779.  With such support, Hall could feel confident that a second edition of Pickering’s military manual would meet with success.

January 25

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

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

Pennsylvania Evening Post (January 25, 1776).

“A new edition of COMMON SENSE … with large and interesting additions by the author.”

A battle over publishing Thomas Paine’s Common Sense played out in advertisements became apparent to the public when they perused the advertisements in the January 25, 1776, edition of the Pennsylvania Evening Post.  Sixteen days earlier, that newspaper had been the first to carry an advertisement for the inflammatory political pamphlet.  Robert Bell, the publisher, promoted it, while Paine remained anonymous.  It sold so quickly that Bell began advertising “A NEW EDITION of COMMON SENSE” on January 20.  Five days later, he ran an updated version of the original advertisement, using type already set.  The compositor merely replaced the first line, removing the date (“Philadelphia, January 9, 1776”) and replacing it with a headline that proclaimed, “The second edition,” in a larger font.

Yet Paine and Bell had had a falling out.  Bell’s “second edition” was an unauthorized edition, as a new advertisement on the first page of the Pennsylvania Evening Post made clear.  William Bradford and Thomas Bradford, printers of the Pennsylvania Journal, announced that they had a “new edition” of Common Sense “IN the press, and will be published as soon as possible.”  Unlike Bell’s second edition advertised elsewhere in that issue, their new edition featured “large and interesting additions by the author, as will be expressed at the time of publication.”  As a preview, the Bradfords indicated that the bonus materials included a “seasonable and friendly admonition to the people called QUAKERS.”  To entice prospective customers to reserve copies or purchase them as soon as they were available, the Bradfords noted that “Several hundred are already bespoke,” including “one thousand for Virginia.”  Advertisements for the pamphlet already appeared in newspapers in New York.  The Bradfords made plans to distribute the pamphlet south of Philadelphia.  In addition, they reported that a “German edition is likewise in the press” for the benefit of the many German settlers in Pennsylvania and the backcountry extending down to North Carolina.

This advertisement included an address “To the PUBLIC,” perhaps composed by Paine, that outlined the dispute between the author and the original publisher.  “The encouragement and reception which this pamphlet hath already met with, and the great demand for the same,” the address declared, “hath induced the publisher of the first edition to print a new edition unknown to the author.”  Paine had “expressly directed him not to proceed therein without orders, because that large additions would be made hereto.”  He also did not appreciate that Bell had not managed to turn a profit on the first edition, though that did not receive mention in the address in the advertisement.  Readers needed to be aware that Bell’s new edition, “lately advertised by the printer of the first [edition], is without the intended additions.”  That being the case, readers who exercised a little patience for the Bradfords’ edition “now in the press” and authorized by the author could acquire both the contents of the original pamphlet and the additions in a single volume … and at a bargain price!  Even with the new material, the cost “will … be reduced to one half of the price of the former edition.”  Bell advertisements consistently listed “two shillings” for the pamphlet.  The Bradfords charged one shilling.  They also gave “allowance to those who take quantities” or a discount for purchasing in volume, either to retail or distribute to friends, family, and associates.  That would “accommodate [the pamphlet] to the abilities of every man.”  In other words, the lower price made it possible to disseminate Common Sense even more widely.  When it came to airing grievances over the publication of Common Sense in newspaper advertisements, this address “To the PUBLIC” was only the opening salvo.  The dispute continued in subsequent editions of the Pennsylvania Evening Post and other newspapers.

January 21

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

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

Pennsylvania Evening Post (January 20, 1776).

“A NEW Edition of COMMON SENSE is just published.”

On the same day that the first advertisement for Thomas Paine’s Common Sense appeared in a newspaper beyond Philadelphia, another advertisement for “A NEW Edition of COMMON SENSE” ran in both the Pennsylvania Evening Post and the Pennsylvania Ledger.  On January 9, 1776, the Pennsylvania Evening Post had been the first newspaper to carry an advertisement for the political pamphlet.  Within a week, Robert Bell, the publisher, inserted the advertisement in all six newspapers published in Philadelphia at the time.  The advertisement for the “NEW EDITION of COMMON SENSE” in the January 20 edition of the Pennsylvania Ledger was one of two for the pamphlet in that issue.  It also carried Bell’s original advertisement.  The printing office apparently included it on one of the first pages printed and later received the new notice to integrate into one of the last pages printed.

Pennsylvania Ledger (January 20, 1776).

These advertisements testify to the popularity of Common Sense immediately after its initial publication.  They also obscure a disagreement between Bell and Paine.  The author, who remained anonymous for nearly three months after publication of the first edition, did not authorize Bell to publish a second edition.  Paine wished to donate his share of the profits to purchase supplies for American soldiers participating in the invasion of Quebec, but he learned that Bell’s first edition did not generate any profits despite its popularity.  Disillusioned with their collaboration, Paine instructed Bell not to proceed with a second edition.  Instead, he intended to add appendices and other content and find a new publisher among the many printers in Philadelphia.  The author eventually worked with William Bradford and Thomas Bradford, the printers of the Pennsylvania Journal, though Bell moved forward with a second edition against Paine’s wishes.  Over the next several months, Bell and Paine engaged in an argument (even as the “Englishman” who penned Common Sense remained anonymous) in the public prints, both in letters and advertisements in the Pennsylvania Evening Post and other newspapers published in Philadelphia.  Advertisements became a means for promoting not only the political pamphlet but also the author’s preferred edition of it!

November 14

Carl Robert Keyes Daily Advert Update , , , ,

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

New-York Gazette and Weekly Mercury (November 14, 1774).

“The great Demand for the Proceedings of the Continental Congress, has caused a second Edition to be printed.”

Hot off the press and flying off the shelf!  Hugh Gaine, the printer of the New-York Gazette and Weekly Mercury, reported a high level of public interest in the Extracts from the Votes and Proceedings of the American Continental Congress.  On November 14, 1774, he took the unusual measure of inserting an advertisement among the news to inform readers that the “great Demand for the Proceedings of the Continental Congress, has caused a second Edition to be printed; — which is this Day published, and sold by Hugh Gaine, in Hanover-Square.”  Although news and advertisements often appeared next to each other in colonial newspapers, printers did not ordinarily intersperse advertisements and news.  That made it noteworthy that Gaine’s advertisement appeared below local news from New York and above shipping news from the custom house.

Although Gaine published and sold a “second Edition” of the Extracts, he was not responsible for the first edition printed in New York.  On November 3, John Holt, the printer of the New-York Journal, ran a notice advising of “THE PROCEEDINGS OF THE CONTINENTAL CONGRESS, With their Letter to the People of QUEBEC, To be sold by the Printer.”  Unlike an advertisement for a Philadelphia edition in the Pennsylvania Journal the previous day, Holt’s notice did not list the contents.  He apparently considered the meeting of the First Continental Congress sufficient recommendation for marketing a pamphlet that gave an overview of the decisions made by the delegates.  He ran the same advertisement, without update, a week later.  Not long after that, Gaine advertised a “second Edition” that seems to have been a competing edition.  He had not previously advertised the Extracts in the New-York Gazette and Weekly Mercury, suggesting that he had witnessed the popularity of Holt’s edition and decided to generate revenue by printing and selling his own edition.  The political pamphlet had not necessarily sold out, as Gaine’s advertisement suggested, but instead a second printer entered the market.  In his History of Printing in America (1810), patriot printer Isaiah Thomas remarked that “Gaine’s political creed, it seems, was to join the strongest party.”[1]  Gaine may not have held to any political principles as strongly as Holt, who had incorporated the “Unite or Die” political cartoon into the masthead of his newspaper, yet his actions did serve the purposes of the First Continental Congress.  The delegates had ordered the publication of the Extracts.  Disseminating that political pamphlet did not require sincere belief on the part of Gaine or any other printer, though most who published and marketed it did tend to vocally support the American cause throughout the imperial crisis.

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[1] Isaiah Thomas, The History of Printing in America: With a Biography of Printers and an Account of Newspapers (1810; New York: Weathervane Books, 1970), 472.

April 11

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

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

Boston-Gazette (April 11, 1774).

“The SECOND EDITION of Mr. HANCOCK’S ORATION.”

Benjamin Edes and John Gill, printers of the Boston-Gazette, gave their advertisement for the “SECOND EDITION of Mr. HANCOCK’S ORATION Deliver’d March 5th” a privileged place in their newspaper.  Readers did not need further explanation to understand that “March 5th” referred to the date of the Boston Massacre and that Hancock had been selected to give the annual address that memorialized the victims and raised an alarm about the danger of quartering an army in an urban center, like Boston, during times of peace.

Still, Edes and Gill, who printed the “ORATION” as well as the newspaper, did what they could to draw attention to the second edition.  The first time they announced it was “This Day Published,” in the April 4, 1774, edition of the Boston-Gazette, they ran the notice immediately below news and editorials.  Even if readers chose not to peruse other advertisements closely once they realized they had finished the news, they likely took note of the advertisement for the “ORATION” in its place of transition from one kind of content to another.  In the next issue of the weekly newspaper, the notice ran at the bottom of the last column on the first page, the only advertisement on that page.  Once again, the patriot printers increased the likelihood that readers would spot that advertisement and accept an invitation to demonstrate their own commitment to the patriot cause by purchasing copies for themselves.

That Edes and Gill published a “SECOND EDITION” testified to the demand for the first edition.  It sold well enough to justify another printing.  Edes and Gill took it to press just a few months after the Boston Tea Party and just a few weeks after another destruction of tea.  Although that second Boston Tea Party is not nearly as well known today, it was certainly among the current events that would have been on the minds of colonizers as they participated in commemorating the fourth anniversary of the Boston Massacre, discussed the politics of tea, and decried various abuses perpetrated by Parliament.  Purchasing and reading Hancock’s “ORATION” was part of the growing resistance to British rule in the colonies, a means for consumers to practice politics in the marketplace and imbibe the rhetoric of a noted patriot long after the Boston Massacre’s annual commemorative events concluded.

January 21

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

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

Massachusetts Spy (January 21, 1773).

“The SECOND EDITION.”

Just a week after the Massachusetts Gazette and Boston Weekly News-Letter and the Massachusetts Spy carried advertisements announcing that An Oration on the Beauties of Liberty or the Essential Rights of the Americans was “Now in the press, and will be published in a few days” on January 14, 1773, both newspapers carried notices about the publication of a second edition.  John M. Bumsted and Charles E. Clark identify the author, “A British Bostonian,” as John Allen, a Baptist minister who migrated to New England in the early 1770s.  They consider the Oration “one of the best-selling pamphlets of the pre-Revolutionary crisis, passing through seven editions in four cities between 1773 and 1775.”[1]

The Oration very quickly went to a second edition.  Was that because the first edition sold out so quickly?  Or did other factors play a role.  The advertisement in the January 21 edition of the Massachusetts Spy implied that it was the former, that the popularity of the pamphlet prompted the printers, David Kneeland and Nathaniel Davis, to publish “The SECOND EDITION.”  In addition to the advertisements that ran on January 14, another advertisement appeared in the Boston-Gazette on January 18, helping to incite interest and demand in a pamphlet drawn from an address that many Bostonians heard several weeks earlier.  Word-of-mouth chatter about the Oration likely supplemented newspaper advertisements in promoting the pamphlet.

The advertisement in the January 21 edition of the Massachusetts Gazette and Boston Weekly News-Letter provided additional details. It featured two revisions to the original notice.  The headline now read “This Day Published” instead of “To-Morrow will be Published.”  In addition, a new line at the end of the notice advised prospective customers that they could purchase “The SECOND EDITION corrected.”  Did Kneeland and Davis sell out of the first edition?  Or did they take advantage of producing a second edition that corrected errors to suggest that such the first edition met with such success that it made the immediate publication of a second edition necessary?  Either way, the reception of the first two editions apparently convinced other printers in Boston, Hartford and New London in Connecticut, and Wilmington in Delaware, that they could generate revenues by publishing their own editions.  In so doing, they assisted in disseminating arguments that encouraged colonizers to move from resistance to revolution during the era of the imperial crisis that culminated in thirteen colonies declaring independence from Great Britain.

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[1] John M. Bumsted and Charles E. Clark, “New England’s Tom Paine: John Allen and the Spirit of Liberty,” William and Mary Quarterly, 3rd ser., 21, no. 4 (October 1964): 561.

February 19

Carl Robert Keyes Daily Advert Update , , ,

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

New-York Journal (February 16, 1769).

“We have therefore reprinted a few Hundreds.”

Throughout January and February each year the number and frequency of newspaper advertisements for almanacs tended to taper off, though some printers and booksellers did continue their efforts to sell surplus copies and turn expenses into revenues. Each day that passed meant that more of the contents, especially the astronomical calculations, became obsolete. Based on their advertisements, retailers expected that most colonists would purchase their almanacs before a new year commenced or very shortly after.

That made an advertisement in the February 16, 1769, edition of the New-York Journal rather unusual. Instead of announcing that he still had copies of “FREEMAN’s ALMANACK” for sale, John Holt announced that he planned to print more copies in order to meet the ongoing demand. “Having been much called for since the first Edition has been all sold off, And many People being not yet supplied,” Holt explained, “We have therefore reprinted a few Hundreds, which will be ready for delivery To-Morrow, at the usual Prices.” This raises several questions about the production and distribution of Freeman’s New-York Almanack. When did it sell out? How long did it take Holt to decide to issue a second edition? How many prospective customers, especially retailers who indicated they would purchase copies by the dozens, approached Holt about printing a second edition?

The entire enterprise seems suspicious. Even though the almanac included contents that retained their value throughout the year – such as “Times of the Courts in New-York, New-Jersey, Philadelphia, Connecticut, and Rhode-Island” – seven weeks of 1769 had elapsed. It seems strange that consumers voiced so much demand for this almanac at the same time that printers and booksellers ceased advertising almanacs and further attempts to sell any remainders. Did Holt actually issue a second edition? Or did he devise this announcement to make Freeman’s New-York Almanack seem like it had achieved extraordinary popularity in hopes of bamboozling readers into purchasing his surplus stock? Or could this notice have been his first attempt at marketing almanacs for the following year, planting the idea that Freeman’s New-York Almanack for 1769 was still in such high demand that prospective customers needed to acquire Freeman’s New-York Almanac for 1770 as soon as they saw it advertised in the fall? Holt’s advertisement deviates so significantly from others that appeared in newspapers throughout the colonies that it merits skepticism.

September 17

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

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

Sep 17 - 9:17:1768 Providence Gazette
Providence Gazette (September 17, 1768).

“SECOND EDITION … New-England TOWN and COUNTRY Almanack.”

Sarah Goddard and John Carter began advertising the New-England Town and Country Almanack … for the Year of our Lord 1769 in the Providence Gazette in late August 1768, allowing readers a little more than three months to acquire a copy before the new year commenced. Just three weeks later they inserted a substantially revised advertisement to announce that they had “Just PUBLISHED” a “SECOND EDITION.” Either the initial notice had been quite effective and the printers decided they needed to issue a second edition to continue to meet popular demand or they calculated that an advertisement about a second edition would incite demand that had not yet manifested.

In addition to selling the almanac both “Wholesale and Retail” at their printing office at the Sign of Shakespeare’s Head, Goddard and Carter had several agents who peddled it on their behalf, including “the several Gentlemen Merchants of Providence and Newport, and Mr. SOLOMON SOUTHWICK, Printer in Newport.” Goddard and Carter may have sold enough copies and received indications of the almanac’s success from their agents that they quickly decided to issue a second edition. The original advertisement extended three-quarters of a column and advanced several appeals, including one that addressed the current political and economic climate in Rhode Island in particular and the colonies more generally. The advertisement stressed that both the contents and the paper qualified as “domestic manufactures,” drawing on public discourse about the surplus of imported goods that created a trade imbalance with Britain.

That advertisement may have yielded substantial sales of the almanac, especially if Goddard and Carter had been conservative in the number they printed for the first edition. On the other hand, they may have planned from the start to advertise a second edition shortly after promoting the first edition. Doing so would have made the New-England Town and Country Almanack appear especially popular, prompting prospective customers to obtain their own copies now that they were aware of the approval it had received from other consumers.

The new advertisement occupied approximately two-thirds of a column, but it attempted to stimulate demand with new copy. In particular, the advertisement for the second edition focused on the contents other than the astronomical calculations. Like the previous advertisement, it emphasized politics, leading with a description of “a beautiful poetical Essay on Public Spirit, wrote by an American Patriot” and concluding with a description of “a Portrait of the celebrated Mr. WILKES, engraved from an original Painting; to which is prefixed, some Anecdotes of that most extraordinary personage.” The advertisement also included two rhyming couplets devoted to John Wilkes, a radical journalist and politician in England who inspired the colonists in their own acts of resistance in the face of abuses by Parliament. Goddard and Carter devoted nearly half of the page to reprinting a letter by Wilkes. The advertisement for the almanac immediately followed that news item. The printers apparently expected readers to make connections between the two.

The middle of September may have seemed exceptionally early to advertise a second edition of an almanac for the coming year, especially considering that the printers in many American towns and cities had not yet even begun to advertise almanacs. Given that Goddard and Carter faced particularly stiff competition from printers in the Boston, they may have devised a scheme intended to establish their position in the marketplace before other almanacs became available.