Weaver

August 11

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

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

Pennsylvania Gazette (August 11, 1773).

“Weaver’s Reeds or Shuttles.”

Eighteenth-century readers would have recognized the image that adorned George Lechler’s advertisement in the August 11, 1773, edition of the Pennsylvania Gazette, even though it does not possess the same familiarity for modern readers.  Lechler described himself as a “WEAVER AND REED-MAKER.”  The image that ran across the top of the notice, a long narrow rectangle divided by vertical lines at close intervals, depicted a reed.  As described by the Oxford English Dictionary, a reed is “part of a loom consisting of a set of evenly spaced wires known as dents (originally slender pieces of reed or cane) fastened between two parallel horizontal bars used for separating, or determining the spacing between, the warp threads, and for beating the weft into place.”  A reed also aids in guiding a shuttle across the loom.  Though the woodcut likely looks like a geometric design to most readers today, colonizers easily recognized a piece of equipment used when weaving.

That image helped draw attention to the lively copy that constituted the remainder of the advertisement.  Lechler expressed some exasperation that he “F[OU]ND myself once more under the necessity to acquaint the Public where in Philadelphia I live, since there are persons who say that I am removed.”  Such stories, he asserted, were “entirely false, as I live in the same house where I have lived these 12 years past, and shall continue in it till I move into eternity.”  Lechler had no intention, now or ever, of moving to another location.  Furthermore, following his death, “there will be another Lechler, who will continue to live there, as the house is my own, and he will make work as good as his father.”  The weaver demonstrated pride in owning his house and workshop, as sign of success, as well as pride in his own abilities and pride in the skills of his son who would continue the family business.  Yet he did not consider it necessary to go into greater detail about the “Weaver’s Reeds or Shuttles” that he made, stating that “it is not necessary for me to praise my work, for the work itself will praise the master.”  Customers who needed reeds and shuttles, Lechler declared, “may depend on getting them as good of me, as in any part of the world,” whether imported or made in the colonies.

The weaver had “a parcel of good Reeds ready made …for sale” at his house on Market Street, “the third door above the sign of the Three Kings.”  He intended for the image of the reed and the slightly cantankerous advertisement to entice weavers to acquire equipment from him at the usual place rather than trust in idle gossip (or perhaps even deliberate attempts to undermine his share of the market) that he had moved to another location.  He also encouraged the public to think of his workshop as a family business that would continue after his death, promoting customer loyalty among those satisfied with the reeds they purchased from him.

January 18

Carl Robert Keyes Daily Advert Update , , , , ,

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

Providence Gazette (January 18, 1772).

“He has likewise procured an European Blue-Dyer.”

In January 1772, John Nichols placed an advertisement in the Providence Gazette to remind the community that “he carries on the Weaving Business, as usual,” at his house on Broad Street.  He devoted most of his advertisement, however, to promoting an ancillary service he recently added to his business.  Nichols informed readers that he “procured an European Blue-Dyer, who will warrant his Colours to be equally durable with those from that Country.”  Nichols made that appeal to quality in hopes of convincing prospective customers to support services provided in the colonies rather than resort to imported goods.  When they did so, the weaver suggested, customers would also save money and reap other benefits.  In particular, he pledged that items committed to the care of his dyer would not become saturated with “the (generally detested) Smell of a common Dye-Pot.”  Customers could enjoy vivid colors without having to tolerate the unpleasant odors often associated with dyes.

On behalf of his dyer, Nichols also offered advice to prospective customers to help them achieve and maintain those vivid colors.  “Those who intend bringing Yarn to dye,” he instructed, “are requested to have it well cleaned.”  If they did not, the yarn “will not take the Dye so well.”  This made it easier for the dyer, but it also contributed to the quality that Nichols promised.  Colors had a tendency to fade over time, so producing colors “equally durable” as imported textiles required careful attention of both the dyer and the customers who delivered yarn for processing.

When it came to textiles, Nichols and his dyer offered alternatives to some of the imported good promoted by other advertisers.  Like many others who engaged in domestic manufactures, they attempted to make goods produced in the colonies attractive to consumers by emphasizing both price and quality.  Customers would actually pay less, Nichols declared, without sacrificing quality.  Consumers still clamored for the imported goods that so many other advertisers hawked in the Providence Gazette, but some may have considered seeking out the services of Nichols and his dyer rather than favoring imported goods over items produced locally.