Skill

June 12

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

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

Providence Gazette (June 13, 1773).

“MAKES in the newest Fashion, and in the neatest Manner, all Sorts of Men and Womens Saddles.”

In the summer of 1773, John Sebring, a “Saddler, Chaise and Harness-Maker, from London,” once again took to the pages of the Providence Gazette to promote his services.  As he had done in previous advertisements, he used only his last name as a headline for his notice, implying that readers should have been so familiar with his reputation that he did not need to give his full name.  In addition, he asserted that he already established a clientele in the city, expressing “his Thanks to all those who have obliged him with their Custom.”  Anyone in need of saddles and accessories who was not already familiar with the remarkable Sebring, the advertisement suggested, needed to learn more about the saddler from London and his wares.

To underscore that point, Sebring proclaimed that he “MAKES in the newest Fashion, and in the neatest Manner, all Sorts of Men and Womens Saddles … with every other Article in the Saddlery Way.”  In so doing, he deployed common marketing strategies.  He made an appeal to fashion, asserting his familiarity with the latest styles, as well as an appeal to quality and his own skill in producing “Saddles, Portmanteaus, Saddle Bags, Holsters, Half Covers, Velvet Jockey Caps, Leather Caps, Bridles,” and other accessories.  In a nota bene, he reiterated his knowledge of the current trends: “Ladies Hunting Side Saddles made in the newest Fashion.”  In each instance, his London origins bolstered those appeals, suggesting that he had access to the “newest Fashion” in the most cosmopolitan city in the empire and that he received superior training in his trade in that metropolis compared to local competitors.  His clients, however, did not have to pay a premium for those benefits.  Sebring declared that he set prices “on as low Terms as are sold in any Shop in Providence.”

Appropriately, the saddler ran his workshop “at the White Horse.”  He invited current and prospective customers to visit him there to take advantage of the many benefits he outlined in his advertisement, seeking to convince genteel gentlemen and ladies that he was in the best position of any saddlers in Providence to serve their needs.

February 13

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

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

Providence Gazette (February 13, 1773).

“Gibbs makes plated Buckles in the newest Fashions, warranted tough and good.”

John Carter, printer of the Providence Gazette, limited the number of advertisements in the February 6, 1773, edition in order to make room for political news from Massachusetts.  A week later, the final page of his newspaper once again consisted entirely of advertising.  Other advertisements appeared on the first and third pages as well.  Collectively, paid notices accounted for nearly half the space in the February 13 edition.

Those advertisements included one from John Gibbs.  The notice ran for the first time, perhaps delayed by a week when Carter made the editorial decision to focus on the politics of the imperial crisis in the previous issue.  Whatever the particulars of the timing, Gibbs, wished to inform prospective customers that he opened a new shop “where he carries on the Goldsmith’s and Jeweller’s Business, in all their various Branches.”  In other words, he possessed the skill to undertake any sort of order he received.

In addition to promoting his abilities, Gibbs made other appeals commonly deployed by artisans in their newspaper advertisements.  He promised exemplary public service, stating that “Ladies and Gentlemen that please to favour him with their Custom, may depend on being served with Fidelity and Dispatch.”  He also promised low prices, declaring that he charged “as low Rates as any can work for in this Colony, or elsewhere.”  According to Gibbs, those were not just reasonable prices but the lowest prices that consumers would find in Rhode Island or anywhere else.  He also emphasized current trends and quality.  In a nota bene, he exclaimed that he “makes plated Buckles in the newest Fashions, warranted tough and good.”

Gibbs purchased a square of advertising, yet in that small amount of space in the Providence Gazette he incorporated multiple appeals intended to entice prospective customers to visit his shop and give him their business.  He demonstrated his familiarity with advertising culture by including so many appeals commonly used in notices published by goldsmiths, jewelers, and other artisans during the era of the American Revolution.  Given the prevalence of newspaper advertising in the second half of the eighteenth century, both Gibbs and readers recognized the standard elements of such advertisements.

January 29

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

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

New-London Gazette (January 29, 1773).

“Difficult jobbs performed for those who pretend to the business.”

At the end of January 1773, watchmaker Thomas Hilldrup continued expanding his advertising campaign.  When he arrived in Hartford in the fall of 1772, he inserted notices in the local newspaper, the Connecticut Courant, starting on September 15.  His advertisement ran almost every week throughout the remainder of the year and continued into the new year.  Early in 1773, he decided to increase the reach of his marketing by placing the same advertisement in the Connecticut Journal and New-Haven Post-Boy.  Not much time passed before he ran that notice in the New-London Gazette as well.  With that publication, Hilldrup advertised in all of the newspapers printed in the colony at the time, making his efforts a regional campaign.

Hilldrup made a variety of appeals intended to attract attention from prospective clients who may not have otherwise considered seeking the services of a watchmaker in Hartford rather than one in their own town.  When he asked “the candid public to make a tryal of his abilities” in repairing several different kinds of watches, he emphasized his training and experience in the cosmopolitan center of the empire.  The watchmaker declared that he “was regularly bread to the finishing business in London,” implying that, as a result, he possessed greater skill than watchmakers who learned the trade in the colonies.  To underscore that point, he proclaimed that he did “difficult jobbs … for those who pretend to the business.”  In other words, he informed fellow watchmakers who did not possess the same level of skill that they could bring repairs beyond their abilities to him to complete.  Such an offer planted a seed of doubt about his competitors and prompted readers to question their capabilities.  Hilldrup also attempted to cultivate a clientele by offering free services, pledging “any other jobbs that take up but little time [done] gratis.”  That allowed him to meet new clients while also creating a sense of obligation that they would eventually purchase accessories, like chains and keys, at his shop or hire him when their watches needed more extensive repairs.

The newcomer made his presence known in the colony, first by advertising repeatedly in the Connecticut Courant and then by advertising widely in the other newspapers published in the colony.  He promoted credentials that he believed eclipsed many of his competitors and offered services intended to incite interest among prospective clients near and far.

March 16

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

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

Pennsylvania Packet (March 16, 1772).

“Proposes to engage his performance for one year, provided the owners do not abuse the same.”

When Thomas Morgan, a watch- and clockmaker, relocated from Philadelphia to a shop on Gay Street in Baltimore in the early 1770s, he placed an advertisement in the Pennsylvania Packet, published in Philadelphia.  Why did he advertise in a newspaper published in the town he left rather than one published in his new town?  Baltimore did not yet have its own newspaper.  Colonizers in Baltimore and the surrounding area depended on the Maryland Gazette, published in Annapolis, and several newspapers published in Philadelphia, including the Pennsylvania Packet, as regional newspapers.  When he placed an advertisement in the Pennsylvania Packet, Morgan anticipated that prospective customers in Baltimore would see it.

In addition, he deployed other marketing strategies.  He marked his new location in Baltimore with “THE SIGN OF THE ARCH DIAL,” a visual statement to all passersby about what kind of business he operated.  He also offered a guarantee for repairing and cleaning watches and clocks, stating that he would “engage his performance for one year, provided the owners do not abuse the same.”  In other words, the guarantee remained in effect only if customers treated their clocks and watches well.  That included not subjecting their timepieces to “unskilful hands” who did more harm than good.  Morgan lamented that “many good watches are greatly abused for want of experience” by artisans who purported to possess skills that they did not.  In so doing, Morgan made appeals similar to those that John Simnet, a watchmaker in New York, included in his newspaper advertisements.  He also offered guarantees of his work, contingent on how customers treated their clocks and watches, and warned against trusting inexperienced watch- and clockmakers who damaged the timepieces entrusted to them.

Morgan invited “Any Gentleman” to visit his new location in Baltimore, promising that they may “have new Watches and Clocks made after the neat and best construction.”  To encourage those previously unfamiliar with his work, he indicated that he already attracted new clients and “most gratefully acknowledges the many favours received from the Public, and hopes for the continuance of them.”  Morgan hoped that advertising in the Pennsylvania Packet would further ease the transition after setting up shop in a new town.

February 23

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

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

New-York Journal (February 20, 1772).

“Watches regulated, and such alterations which don’t require much time; gratis.”

For the past three years, the Adverts 250 Project has tracked newspaper advertisements placed by John Simnet, a “WATCH-FINISHER, and Manufacturer, of London,” first in the New-Hampshire Gazette during the period that he lived and worked in Portsmouth in 1769 and 1770 and then in newspapers published in New York after he migrated to that city.  Simnet often promoted his years of experience working in London in his advertisements in the New-Hampshire Gazette, but he also pursued a nasty public feud with one of his competitors.  That may have contributed to his decision to leave Portsmouth in favor of New York.

In a new city, Simnet adopted a much less aggressive approach in his advertising.  He deployed a variety of marketing strategies that did not focus on denigrating other watchmakers, though he did suggest that he possessed greater skill than any of his rivals.  In an advertisement that ran for the first time in the February 20, 1772, edition of the New-York Journal, for instance, he trumpeted that he “had more practice, and general knowledge on new work [the mechanisms in watches] than any yet in this country could have.”  Drawing on his long experience and superior expertise, he provided a service to anyone considering buying, selling, or repairing watches.  Simnet offered to examine watches and inform the owners or prospective buyers of “the first cost, or value of any new, or old watch.”  Once they knew the value of watches “with certainty,” they could make informed decisions about buying, selling, or repairing watches.

To generate business and enhance his reputation, Simnet also declared that he made “such alterations which don’t require much time; gratis.”  For those jobs that did involve more time and attention, he stated that he “will clean them, fit glasses, springs, inside chains; and perform every particular article in repairing, at half the price, charg’d by any other.”  Perhaps Simnet discovered that bargain prices brought more customers to his shop “At the Dial … beside the Coffee-House Bridge” than cantankerous diatribes that insulted his competitors.  In this advertisement, he focused on his own skill, asserting that customers could depend on his work keeping their watches in good order for quite some time instead of having them become “an annual or continual expence.”  Simnet attempted to leverage his skill and experience “To the Advantage of those who wear WATCHES” as well as his own benefit in earning a livelihood through providing various services.

December 27

Carl Robert Keyes Daily Advert Update , , , , ,

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

New-Hampshire Gazette (December 27, 1771).

“WATCHES and CLOCKS are clean’d and kept in Repair.”

As 1771 came to an end and a new year loomed, Nathaniel Sheaff Griffith took to the pages of the New-Hampshire Gazette to remind residents of Portsmouth and nearby towns that he “clean’d and kept in Repair” both clocks and watches.  He also sold “all Sorts of Watch Materials lately imported” and “performs gilding Work, either with Gold or Silver.”  He pledged that he performed all of these services “in the cheapest and best Manner.”

Regular readers of the New-Hampshire Gazette may have remembered that not so long ago another clock- and watchmaker, John Simnet, frequently placed advertisements that accused Griffith of damaging watches rather than cleaning and repairing them.  Sometimes Simnet identified Griffith by name, but other times he merely made insinuations.  For his part, Griffith expressed less interest in fueling a feud in the public prints, preferring instead to bolster his own business rather than denigrate a competitor.  That did not prevent him, however, from suggesting that Simnet, who had recently relocated to Portsmouth from London, was an itinerant as likely to steal watches as repair them.  In a series of advertisements, Simnet trumpeted his decades of experience in some of the best workshops in London, proclaiming his superior skill.  In addition to pointing out that Griffith lacked formal training, he also implied that his competitor possessed a defective intellect.

Griffith and, especially, Simnet staged quite a performance in the pages of the New-Hampshire Gazette before the newcomer decided that Portsmouth was not the place for him.  After a year and a half of sparring with Griffith, Simnet moved to New York.  He once again touted the skill and experience he gained on the other side of the Atlantic, but he did select any local competitors to target for abuse.  Perhaps he learned in Portsmouth that some consumers did not appreciate marketing strategies that pivoted on abusing others.  Free of the cantankerous Simnet, Griffith continued placing occasional advertisements that conformed to the standards of the period.  He made positive appeals, such as asserting that he did his work “in the cheapest and best Manner,” but did not make any direct comparisons to other artisans.

December 5

Carl Robert Keyes Daily Advert Update , , , , ,

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

New-York Journal (December 5, 1771).

“JOHN SIMNET, of London, WATCH-FINISHER.”

Nearly six months had passed since John Simnet last placed an advertisement in the New-York Journal, but he concluded the year by placing his notice in every issue published in December 1771.  Simnet, a veteran watchmaker with decades of experience working in shops in London, did not advertise in any of the newspapers published in New York nearly as often as he had advertised in the New-Hampshire Gazette when he ran a shop in Portsmouth for about eighteen months in 1769 and 1770.  A rivalry with another watchmaker, Nathaniel Sheaff Griffith, played an important part in Simnet aggressively taking to the public prints, frequently denigrating his competitor.  Readers may have been amused by the feud between Griffith and Simnet that played out before their eyes in the New-Hampshire Gazette, though Simnet may have alienated as many prospective customers as he gained since his advertisements were often significantly more mean-spirited than those placed by Griffith.

Simnet did not even mention his time in Portsmouth after he relocated from the smaller town to the bustling port of New York.  He presented himself as “JOHN SIMNET, of London, WATCH-FINISHER,” choosing not to acknowledge that he passed through New Hampshire.  He adopted a more evenhanded tone in his advertisements in the New-York Journal, though he could not resist the temptation to make a blanket statement about “Watch-Butchers” who further damaged rather than repaired watches customers entrusted to their care when he advertised in the summer of 1771.  He eschewed such attacks when he once again ran notices in December.  He trumpeted, however, that he was the “only general Manufacturer in this Country,” dismissing the training, skill, and experience of his competitors.  Despite that interlude near the end of his advertisement, Simnet focused most of his effort on positive appeals.  He emphasized price, addressing his notice “to “those who desire to preserve their Money and their WATCHES, And avoid unnecessary Expence.”  He listed prices for some of his services, reporting that he performed “All other Repairs in Proportion, at half what is usually charged.”  The watchmaker also declared that he completed difficult jobs quickly.  Simnet may have learned that such strategies served him better than the antagonistic approach he took to marketing during the time he resided in New Hampshire.

August 28

Carl Robert Keyes Daily Advert Update , , , ,

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

New-York Gazette and Weekly Mercury (August 26, 1771).

“Some of the best workmen … that could be had in any part of England.”

In the summer of 1771, Bennett and Dixon introduced themselves to residents of New York as “Jewellers, Gold-smiths, and Lapidaries, from London” and invited prospective customers to their shop near the post office.  The partners recently imported “a great variety of jewellery,” including “necklaces, ear rings, egrets, sprigs and pins for ladies hair, rings, lockets, and broaches of all sorts, ladies tortoise-shell combs plain and sett,” and many sorts of buckles.  They promised low prices for both wholesale and retail prices.

Yet Bennett and Dixon were not merely purveyors of imported jewelry, accessories, and adornments.  They also accepted commissions and fabricated items at their shop.  In promoting that aspect of their business, they underscored the level of skill represented among their employees.  “[F]or the better carrying on the jewellery, goldsmith and lapidary business,” Bennett and Dixon proclaimed, they “engaged some of the best workmen in those branches, that could be had in any part of England.”  The partners imported not only merchandise and materials but also artisans with exceptional skills.  Prospective customers did not need to feel anxious that items they ordered from Bennett and Dixon would be of inferior quality or easily distinguished from imported jewelry.  Even though New York was far away from London, the cosmopolitan center of the empire, consumers could still acquire custom-made jewelry that rivaled anything produced on the other side of the Atlantic.  Bennett and Dixon also declared that their customers did not have to pay a premium for jewelry as “good as in the City of London.”  Their artisans worked “as cheap” as their counterparts there, keeping prices reasonable for customers who placed special orders.

Colonial consumers often worried that they only had access to second best when compared to goods and services available in English cities, especially London.  Advertisers like Bennett and Dixon frequently reassured prospective customers that they had choices that rivaled anything available to consumers in the metropolitan center of the empire.

June 16

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

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

Jun 16 - 6:16:1770 Providence Gazette
Providence Gazette (June 16, 1770).

“They may depend on having their Commands executed after the newest and most genteel Fashions.”

When Daniel Stillwell, a tailor, placed an advertisement in the June 16, 1770, edition of the Providence Gazette, he made one of the most common and important appeals deployed by colonists who followed his trade.  He pledged that clients “may depend on having their Commands executed after the newest and most genteel Fashions.”  Tailors and others in the garment trades often made appeals to price, quality, and fashion in their advertisements.  Stillwell, like other tailors, believed that price and quality might not have mattered much to those who wished for their clothing to communicate their gentility if their garments, trimmings, and accessories did not actually achieve the desired purpose.  Reasonable prices and good quality were no substitute for making the right impression.  Stillwell’s work as a tailor required a special kind of expertise beyond measuring, cutting, and sewing.  He had to be a keen observer of changing tastes and trends so he could deliver “the newest and most genteel Fashions” to his clients.

To that end, Stillwell informed prospective customers that he “has had great Opportunities of seeing the different Methods of working.”  Although he did not elaborate on those experiences, this statement suggested to readers that Stillwell refused to become stagnant in his trade.  Rather than learning one method or technique and then relying on it exclusively, he consulted with other tailors and then incorporated new and different techniques, further enhancing his skill.  In so doing, he joined the many artisans who asserted that their skill and experience prepared them to “give Satisfaction” to those who employed them or purchased the wares they produced.  Stillwell was no novice; instead, he “carries on his Business in all its Branches,” proficiently doing so because of the care he had taken in “seeing the different Methods of working.” Simply observing current fashions was not sufficient for someone in his trade who was unable to replicate them.  Stillwell sought to assure prospective clients that he possessed two kinds of knowledge necessary for serving them, a discerning knowledge of the latest styles and a thorough knowledge of the methods of his trade that would allow him to outfit customers accordingly.

April 22

Carl Robert Keyes Daily Advert Update , , , , ,

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

Apr 22 - 4:19:1770 South-Carolina Gazette
South-Carolina Gazette (April 19, 1770).

“FENCING, WITH BROAD AND SMALL SWORDS.”

When fencing master P. Wallace arrived in Charleston, he placed an advertisement in the South-Carolina Gazette to inform prospective pupils that he offered lessons with “BROAD and SMALL SWORDS.”  Having just arrived from Philadelphia, he acknowledged that he was “a Stranger” in the colony, but he hoped that would not dissuade potential students from availing themselves of his services.  To that end, he asserted that “his Knowledge … will be sufficient to recommend him, and that he shall be able to give Satisfaction to those who may please to employ him.”  Whatever reputation he had earned in Philadelphia did not transfer to Charleston, so he relied on “Merit” to “find Encouragement” among prospective pupils.

In addition to addressing students, Wallace’s advertisement also served as an introduction to the entire community, especially those already proficient in fencing.  To demonstrate his “Knowledge in that noble Science.”  Wallace issued a challenge to “any Gentleman who professes being skilled in the Art of Defence,” proclaiming that “would be glad to have an Opportunity to be proved” by them.  The newcomer sought to orchestrate a spectacle that would not only entertain his new neighbors but also establish his reputation and create word-of-mouth endorsements of his skill, provided that he performed well when others accepted his challenge.

This strategy also had the advantage of securing introductions to men of status who had already cultivated their own skills in “that noble Science” of fencing and would likely know others who wished to learn.  To accept his challenge, “Gentlem[e]n who profess being skilled in the Art of Defence” had to seek out Wallace.  The fencing master likely anticipated that they would bring friends and acquaintances, some of them prospective pupils, to any demonstrations.  Following those demonstrations, both challengers and observers could sign up for lessons as well as recommend Wallace to others in the market for instruction with the sword.

Wallace exuded confidence in his advertisement.  To some, he might even have appeared overconfident or arrogant, but that very well could have been calculated to convince others to accept his challenge.  Creating a spectacle had the potential to generate additional opportunities for the newcomer.