Wochentliche Pennsylvanische Staatsbote

April 13

Carl Robert Keyes Daily Advert Update , , , , ,

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

Pennsylvania Gazette (April 13, 1774).

“Said BENEZET is leaving off Business.”

Daniel Benezet increased the likelihood that prospective customers would see his advertisements by placing them in every newspaper published in Philadelphia the spring of 1774.  Notices with identical copy appeared in Dunlap’s Pennsylvania Packet, the Pennsylvania Gazette, and the Pennsylvania Journal.  Benezet even took advantage of the offer that Henry Miller made in the masthead of each issue of the Wöchentliche Pennsylvanische Staatsbote: “All ADVERTISEMENTS to be inserted in this Paper, or printed single by HENRY MILLER, Publisher hereof, are by him translated gratis.”  That newspaper carried Benezet’s notice to German settlers.  No matter which newspaper colonizers in Pennsylvania read, they would encounter Benezet’s advertisement.

Wöchentliche Pennsylvanische Staatsbote (April 12, 1773).

Like many other entrepreneurs, Benezet listed some of his merchandise in hopes of enticing prospective customers.  He stocked “A VERY large assortment of German SCYTHES,” “a variety of Dutch looking-glasses,” “gold and marble paper,” “best English hammered brass kettles,” “low priced silver watches,” and “a variety of other articles” that consumers would discover when they visited “his STORE, in Arch-street, four doors from the corner of Second-street.”  Yet Benezet did not rely on appeals to choice alone to market his wares.  He also emphasized price and offered a reason for prospective customers to trust that he did indeed offer bargains.  In a nota bene, Benezet advised that since he “is leaving off Business, he is determined to sell the above goods on very low terms.”  In other words, he was holding an eighteenth-century version of a “going out of business” sale.  His desire to liquidate his merchandise justified not only low prices but also investing in advertising in four newspapers to make sure as many prospective customers as possible saw his notice.  Benezet saturated the local media market with his advertisements, signaling that he was serious about the deals at his store as he prepared for “leaving off Business.”

July 28

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

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

Pennsylvania Gazette (July 28, 1773).

“The Germantown Stage plies from said Town to Philadelphia Wednesdays and Saturdays.”

In the summer of 1773, George Zeller placed an advertisement in the Pennsylvania Gazette to announced that he moved to a new location “where he has erected a commodious LIVERY-STABLE, and purposes taking in HORSES, at the most reasonable rates.”  In addition, he built a “large shed” for “Accommodations for Waggons and Horses.”  He hoped that prospective customers would seek out those services at that new location.  In addition, he promoted another service.  The “Sign of the “GERMANTOWN STAGE” marked the stable.  Twice a week, on Wednesdays and Saturdays, the stage transported passengers and freight from Germantown to Philadelphia, returning to Germantown on the same day.  Colonizers interested in engaging those services needed to “Apply to said Zeller.”

Wöchentliche Pennsylvanische Staatsbote (July 28, 1773).

The savvy Zeller supplemented his notice in the Pennsylvania Gazette with the same advertisement, though in German, in the Wöchentliche Pennsylvanische Staatsbote, the newspaper published by Henry Miller in Germantown.  Given his affiliation with the Germantown Stage, “der Germantauner Reisewagen,” as well as his surname, Zeller may not have required Miller’s assistance in translating his notice.  All the same, a nota bene in the masthead of the Wöchentliche Pennsylvanische Staatsbote stated that “All ADVERTISEMENTS to be inserted in this Paper, or printed single by HENRY MILLER, Publisher hereof, are by him translated gratis.”

By advertising in newspapers printed at both ends of the stage route, Zeller aimed to generate business for both the stagecoach and, especially, his stable.  Passengers in Germantown would have made arrangements with an operator on that end, but travelers making the journey on their own needed a place to stable their horses once they arrived in Philadelphia.  Zeller signaled to those travelers that he offered not only a “commodious” stable and low prices but also the convenience of conducting business with a provider who regularly engaged with customers who spoke German as their preferred language.

December 16

Carl Robert Keyes Daily Advert Update , , , , ,

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

Pennsylvania Journal (December 16, 1772).

“Physicians prescriptions, or family receipts put up in the most careful manner.”

Moses Bartram ran a shop that he called “the OLD MEDICINAL STORE.”  In December, 1772, he ran a newspaper advertisement advising residents of Philadelphia that he “CONTINUES to carry on the business in its various branches” and offered a variety of goods and services.  He stocked “a fresh and general assortment of DRUGS and MEDICINES, Chymical and Galenical preparations of the best quality.”  He also carried patent medicines and, like many apothecaries, both “shop furniture for Practitioners” and “painters colours for either oil or water.”  Bartram filled “orders from town and country.”  He also prepared “Physicians prescriptions” and “family receipts” or remedies “in the most careful manner.”

In marketing the goods and services available at the Old Medicinal Store, Bartram placed his advertisement in three of the five newspapers published in Philadelphia at the time.  Doing so helped him achieve greater market saturation with his notices.  His notice first appeared in the Wöchentliche Pennsylvanische Staatsbote, a German-language newspaper, on December 15.  A note that ran across the bottom of the masthead advised “All ADVERTISEMENTS to be inserted in this Paper, or printed single by HENRY MILLER, Publisher hereof, are by him translated gratis.”  The following day, Bartram’s advertisement ran in both the Pennsylvania Gazette and the Pennsylvania Journal.

Wöchentliche Pennsylvanische Staatsbote (December 15, 1772).

The apothecary chose not to place his advertisement in the two newest newspapers published in the city, the Pennsylvania Chronicle and the Pennsylvania Packet.  Both of them had a healthy number of advertisements each week, suggesting that other advertisers had confidence in the circulation numbers for those newspapers.  The Pennsylvania Packet frequently distributed a two-page supplement to accommodate all of the advertisements submitted to the printing office.  In making his choices about where to advertise, Bartram clustered the dissemination of his notices on Tuesdays (Wöchentliche Pennsylvanische Staatsbote) and Wednesdays (Pennsylvania Gazette and Pennsylvania Journal).  He could have spread out the days by placing his advertisements in the Pennsylvania Packet, published on Mondays, or the Pennsylvania Chronicle, published on Saturdays.

Given that all of these newspapers were published only once a week rather than daily, allowing readers more time to peruse the contents before discarding an earlier issue in favor of the newest one, Bartram may not have considered it necessary to spread out the days that his advertisements initially appeared in print.  Other factors, including price, his existing relationships with the various printers, and his perceptions of the circulation of each newspaper, may have been more important to Bartram in choosing where (and when) to advertise.

August 5

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

Who was the subject of an advertisement in a colonial American newspaper 250 years ago today?

Pennsylvania Gazette (August 5, 1772).

“Probably will endeavour to pass for a freeman.”

Jem, a “Mulattoe SLAVE,” made his escape during the night of July 15, 1772, liberating himself from Thomas May in Elk Forge, Maryland.  In his efforts to capture Jem and return him to enslavement, May ran an advertisement in which he described Jem as a “cunning ingenious fellow” who “probably will endeavour to pass for a freeman.”  Jem possessed several skills that may have helped him elude May, but those skills also made him even more valuable to the enslaver.  In addition to being able to read “pretty well” and speak Dutch, Jem was a “good workman in a forge, either in finery or chafery, can do any kind of smith’s or carpenter’s work, necessary about a forge, [and] can also do any kind of farming business.”  May also described the clothes that Jem wore when he liberated himself.  No doubt Jem would have offered other details had he been given an opportunity to publish his own narrative.  Even in Jem’s absence, May exerted control over his depiction in the public prints.

Wochentliche Pennsylvanische Staatsbote (August 4, 1772).

May also made decisions about how widely to disseminate advertisements describing Jem and offering “FIVE POUNDS REWARD” for capturing him.  His advertisement appeared in both the Pennsylvania Gazette and the Pennsylvania Journal on August 5.  Of the newspapers published in Philadelphia at the time, those had the longest publication history.  That likely gave May confidence that those newspapers circulated to many readers in Pennsylvania, Maryland, Delaware, and New Jersey.  Apparently, however, he did not consider that sufficient.  May was so invested in capturing and returning Jem to enslavement at the forge that he also placed advertisements in the Pennsylvania Chronicle on August 8 and the Pennsylvania Packet on August 10.  Considering the skills that Jem possessed, May probably thought it well worth the fees to place notices in all four English-language newspapers published in Philadelphia at the time.  He even took advantage of the translation services that Henry Miller, printer of the Wochentliche Pennsylvanische Staatsbote, offered to advertisers in a nota bene that appeared at the bottom of the masthead.  May’s advertisement describing Jem ran in that newspaper on August 4, further increasing the number of colonizers who might read it, carefully observe Black men they encountered, and participate in capturing the fugitive seeking freedom.  Thomas May expended significant money and effort in attempting to re-enslave Jem, using the power of the press to overcome the various advantages Jem sought to use to his own benefit.

February 17

Carl Robert Keyes Daily Advert Update , , ,

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

Wöchentliche Pennsylvanische Staatsbote (February 12, 1771).

“All ADVERTISEMENTS … translated gratis.”

Henry Miller (Johann Heinrich Muller) printed the Wochentliche Philadelphische Staatsbote from January 1762 through May 1779, serving the German-speaking community in Philadelphia and its hinterlands.  Reflecting the reach of the publication, Miller changed the name to the Wochentliche Pennsylvanische Staatsbote in January 1768.  The newspaper began as a weekly, like most others published in colonial America.  It temporarily became a semi-weekly from May 1775 through July 1776, but reverted to a weekly after that.

While intended primarily for German speakers, the Wochentliche Pennsylvanische Staatsbote also aided other colonists in disseminating information, including legal notices and advertisements for consumer goods and services, to broader audiences than they otherwise would have reached via the Pennsylvania Chronicle, Pennsylvania Gazette, Pennsylvania Journal, and other English-language newspapers published in Philadelphia.  Miller encouraged such submissions in the masthead with a nota bene in English, usually the only portion of the newspaper not in German.  “AllADVERTISEMENTS,” the printer proclaimed, “to be inserted in this Paper, or printed single by HENRY MILLER, Publisher hereof, are by him translated gratis.” Placing the nota bene about translating advertisements in the masthead at the top of the first page made it much more visible than nestling it in the colophon at the bottom of the final page.  Miller wanted to increase the likelihood that prospective advertisers would become aware of this service.  To make it even more enticing, he did the translations for free rather than applying an additional charge.  Any advertisements “printed single,” such as broadsides, handbills, and trade cards, yielded even wider circulation of information among German-speaking colonists.

The Wochentliche Pennsylvanische Staatsbote served a particular community, but not in an insulated fashion.  The printer offered a means for English-speaking colonists to share information and seek customers among the German-speaking community.  For purveyors of goods and services, this presented opportunities to enlarge the market for their wares.  This was good business for everyone involved, including German speakers who gained access to more information, English speakers who attracted customers to their businesses, and the printer who generated revenues from each advertisement he translated and published.