Shipwright

October 21

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

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

Massachusetts Spy (October 21, 1773).

“He has improved on the late patent Windlass.”

William Smith, a shipwright, advertised windlasses, mechanisms for moving heavy weights, in the October 21, 1773, edition of the Massachusetts Spy.  In his efforts to convince “Merchants or Captains” to purchase his windlasses, Smith emphasized innovations that made them superior to “the late patent Windlass.”  According to the shipwright, he “has contrived a new plan by which two men will have a strain equal to seven in less time.”  That significantly reduced the effort necessary to raise an anchor.  In addition, Smith noted that he “fixed the palls” or pawls “to catch twenty-four times in once going round.”  The “Merchants or Captains” that the shipwright addressed knew that pawls used on anchor windlasses prevented free-spooling chains by grabbing and securing individual links.

Innovation did not result in higher prices for Smith’s windlasses.  To the contrary, he asserted that his windlass “will not cost as much money as the late patent windlass, by at least one fourth.”  Those “Merchants or Captains” could acquire a superior piece of equipment at lower prices.  Furthermore, Smith advised that “the improvement may be fixed to any common windlass, with a power far greater then the late patent windlass.”  The shipwright encouraged prospective customers to consult with him about making the modifications.

When advertisers promoted new technologies, they sometimes included testimonials to demonstrate the accuracy of the claims they made.  Even more commonly, they reported that others examined and endorsed their products, neglecting to provide any names or commentary.  Still, they aimed to convince prospective customers that they did not have to rely on an advertiser’s word alone.  For his part, Smith confided that his “model has been surveyed by several gentlemen, who unanimously agree that it is the greatest improvement yet made.”  That suggested to “Merchants or Captains” that they would be satisfied with the performance of Smith’s windlass once they gave it a chance.  Today, many advertisers emphasize innovation and new technologies in their marketing campaigns.  When they do so, they draw on a long history.  Such advertising strategies had precursors in the eighteenth century.

April 10

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

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

South-Carolina and American General Gazette (April 10, 1771).

“Mrs. Russel will be much obliged to those that will employ her Hands.”

Elisabeth Russel, John Giles, and William Russel, the executors of Alexander Russel’s estate, harnessed the power of the press in fulfilling their duties.  In the spring of 1771, they ran an advertisement in the South-Carolina and American General Gazette, calling on “ALL Persons indebted to the Estate … to make immediate Payment, and all Persons having Demands thereon to bring them in.”

The estate notice also attended to the continuation of the business that Alexander operated before his death.  “THE SHIPWRIGHT BUSINESS,” the executors announced, “is carried on as heretofore, under the Direction of a proper Person.”  Furthermore, “Mrs. Russel will be much obliged to those that will employ her Hands.”  In similar circumstances, some widows took over managing the family’s business, continuing responsibilities they previously pursued and expanding others.  After all, they made significant contributions before their husbands died, even if their names never appeared in advertisements.  Husbands tended to be the public face, but wives provided various kinds of labor, including keeping ledgers and interacting with customers, that did not receive the same recognition and notice.

When it came to the managing the Russels’ “SHIPWRIGHT BUSINESS,” however, the widow did not assume all of the responsibilities previously undertaken by her husband.  Instead, the executors assured prospective clients that “a proper Person” oversaw the day-to-day operations.  Yet they did not erase the widow.  They made clear that “Mrs. Russel” was now the proprietor.  The employees were “her Hands.”  She appreciated customers who continued to hire their services.  This formulation positioned the widow as both a proprietor who took appropriate steps in maintaining the business and an object of sympathy who merited consideration following the death of her husband.  Her livelihood depended, at least in part, on the family’s business remaining a viable enterprise.  In the interests of both her customers and herself, the executors suggested, the widow made responsible decisions.  Prospective customers could have confidence that the Russel family’s business, now headed by Elisabeth, maintained the same quality and continued uninterrupted in the wake of Alexander’s death.