What was advertised in a colonial American newspaper 250 years ago today?
Box coffee mills.”
William Belcher and the partnership of Rae & Somerville both inserted advertisements in the September 27, 1769, edition of the Georgia Gazette. Each relied on consumer choice as the primary means of marketing their wares, though Belcher did make a nod toward low prices as well. Like many other merchants and shopkeepers that advertised in newspapers published throughout the colonies, Belcher and Rae & Somerville listed dozens of items available at their shops, cataloging their inventory to demonstrate an array of choices for consumers. Both concluded their advertisements with a promise of even more choices that prospective customers would encounter when visiting their shops. Belcher promoted “a variety if delph and tinware,” while Rae & Somerville resorted to “&c. &c. &c.” (the eighteenth-century version of “etc., etc., etc.”).
Despite this similarity, the advertisers adopted different formats for presenting their wares in the pages of the public prints. Rae & Somerville went with the most common method: a dense paragraph of text that lumped together all of their merchandise. Belcher, on the other hand, organized his goods into two columns with only one item per line. This created significantly more white space that likely made it easier for prospective customers to read and locate items of interest. Belcher and Rae & Somerville listed a similar number of items, yet Belcher’s advertisement occupied nearly twice as much space on the page as a result of the typography. Considering that most printers charged by the amount of space an advertisement required rather than the number of words in the advertisement, Belcher made a greater investment in his advertisement. Presumably he believed that this would attract more attention from prospective customers and garner better returns. In making this determination, Belcher relied on the skills of the compositor in the printing office to execute his wishes.
In general, advertisements in eighteenth-century newspapers appear crowded by twenty-first-century standards, especially since they relied almost entirely of text and featured few images compared to modern print advertising. Advertisers, printers, and compositors, however, devised ways of distinguishing the visual appearance of advertisements that consisted solely of text. They experimented with different formats in effort to vary the presentation of vast assortments of goods offered to the general public for their consumption.