July 7

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

Jul 7 - 7:7:1767 South-Carolina Gazette and Country Journal
South-Carolina Gazette and Country Journal (July 7, 1767).

“If any such Piece should break, he will mend the same Gratis.”

For many eighteenth-century artisans, making a living depended in part on establishing a creditable reputation, both for fair dealing and for skilled craftsmanship. Thomas You, a goldsmith in Charleston, devoted most of his advertisement in the South-Carolina Gazette and Country Journal to cultivating and maintaining his reputation, hoping to gain new clients as well as repeat business from previous patrons.

He reminded those who had employed him in the past of their “general Satisfaction” with his work, but he also suggested that this merited passing along “their kind Recommendation to others.” You did not believe that he could rely on word of mouth alone to promote his services to new clients; he apparently supposed that newspaper advertising could provoke word-of-mouth endorsements that would supplement notices in the public prints.

You also pursued another means of cultivating his reputation: he was so confident in the quality of his work that he offered a guarantee. “Any Piece of Plate worked up in his Shop,” the goldsmith pledged, “he will warrant as good as Sterling; and if any such Piece should break, he will mend the same Gratis.” In making this promise to fix defective work for free, You offered a blanket guarantee that covered not only the work done by his own hand but also any tasks undertaken by others who labored in his shop, whether journeymen, apprentices, or enslaved artisans.

You incorporated other appeals into his advertisement, including low prices and punctual service on orders sent by mail, but he saved those for after his endeavors to secure his reputation. He revealed what he thought was most important to his customers. Low prices or quick responses hardly mattered if they accompanied inferior work. The goldsmith first needed to establish the quality of his work, reflected in both his existing reputation and a guarantee on future jobs, in order to convince potential customers of the value of the other appeals he advanced.

December 16

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

dec-16-12161766-south-carolina-gazette-and-country-journal
South-Carolina Gazette and Country Journal (December 16, 1766).

“Sucking Nipples, which has been the Means of raising many an Infant.”

Thomas You, a “WORKING GOLD-SMITH, SILVER-SMITH, JEWELLER and ENGRAVER,” made and sold a variety of items that men in his occupation commonly listed in their newspaper advertisements, including shoe buckles, punch bowls, coffeepots, teapots, and silverware. He also offered a device rarely mentioned by other smiths: “sucking Nipples, which has been the Means of raising many an infant.” You did not offer explanations or justifications of any of his other merchandise, which suggests that he felt the “sucking Nipples” merited additional promotion. After all, most colonists considered breastfeeding the best and most effective means of nourishing infants.

Indeed, You’s advertisement for “sucking Nipples” put him in competition with women who offered their services as wet nurses. Very few employment advertisements concerning women appeared in eighteenth-century newspapers, either by women seeking jobs or by employers interested in hiring women. When employment advertisements involving women were inserted in newspapers, they most often fell in two categories: domestic servants and wet nurses. One such advertisement appeared on the previous page of the South-Carolina Gazette and Country Journal: “A Woman, with a good young Breast of Milk, who has lately lost her Child, would be willing to take one to suckle. Her character will bear the strictest examination. Apply to the Printer.”

You’s “sucking Nipples” provided conveniences that hiring a wet nurse did not, especially eliminating exposing infants to women from outside the household. That the woman who advertised her services as a wet nurse found it necessary to state that “Her character will bear the strictest examination” demonstrates that she understood the concern potential employers might have when it came to putting their infants in such close contact with strangers. In England in the seventeenth and eighteenth centuries, Fred Weinberg notes, “[m]any people believed that a wet nurse might transmit ‘her evil passions and vicious inclinations’ to the infant through her milk.”[1] Even if such fears had faded in the English colonies by the 1760s, “sucking Nipples” still had several advantages over wet nurses. They were likely less expensive, available upon immediate demand once purchased, and did not introduce an outsider into the household.

By underscoring that “sucking Nipples” had been “the Means of raising many an Infant” You simultaneously sought to expand the market for a product he sold while competing with one of the few occupations for women that regularly appeared in newspaper advertisements.

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[1] Fred Weinberg, “Infant Feeding through the Ages,” Canadian Family Physician 39 (September 1993): 2016.