Daniel Logue, tailor, under the Baptist Church

The Andover Advertiser and rural newspapers, part 4

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This is part 4 of a series looking at 19th century rural newspapers through the lens of the Andover Advertiser. Click here to read part 1, part 2, and part 3.

The first issue of the newspaper, February 19, 1853, is typical of small town newspapers of the time. It’s a combination of short local news stories, wise advice on life, advertisements, and stories from other newspapers.

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Today we’ll look at the advertisers, to get a snapshot of a small town business community in the mid 19th century.

We’re fortunate that a detailed map of Andover was published the year before, in 1852. Maps often included the names of the property owners and residents. This map also includes a detail of the Andover Village, which helps identify the locations of many of the advertisers.

To get a closer look, you can explore the map on the Leventhal Map Center’s website.

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Andover Advertiser Advertisements

All of page 3 is dedicated to advertisements, as is half of page 4. The list of advertisers was too long to include when this went out as an email, so it’s in a footnote below.¹

Advertisements were grouped together by type of business, which left the only jeweler, J.J. Brown’s Jewelry Store on Main Street, as the sole ad that appears on page 2.

Transportation

The first column of page 3 is dominated by transportation-related advertisements. The Boston and Maine Railroad schedule appears there along with ads for transportation-related rentals: coaches, jobbing wagons, saddlery, harness making, and livery stables.

Many of these businesses were clustered around Elm Square by the Eagle Hotel. Blacksmithing and jobbing (the gig work of the 19th century) supported the transportation industry. William Poor advertised his Frye Village wagon shop in this issue of the paper.

Adding blacksmiths to the list, a quarter of the ads in the newspaper were transportation-related.

In this detail of the 1852 map, you can see the Eagle Hotel on the right. The Boston and Maine train station can be seen at the foot of Pearson and Essex Streets. Passengers and freight arrived there, so transportation, carriage and wagon rental, and a hotel grew up around the railroad.

Did you notice the Slaughter House on the far right at the end of what is now Central Street?

There’s even a handy listing so the reader could identify the numbered buildings along Essex Street.

Dry and fancy goods

The next largest category of advertisements was for dry and fancy goods, and men’s furnishings.

Dry goods were essential items that included textiles and dry grocery items like sugar and flour. Some ready-to-wear clothing such as cloaks, hosiery, and gloves fit this category. Fancy goods were novelties, ornamental items or other non-essentials. This ad for Carlton and Derby’s store included dry goods and Fancy Groceries including pickles, olives, and capers.

Four other grocery-related businesses advertised in the paper. Two sold meat, one butter, and the other was A.P. Putnam & Son who were,

The only Bakers in town….manufacturing White Bread, Brown Bread, Cakes, Frosted and Plain, Crackers, Pies, &c, &c, &c. Families supplied at their residences, at the lowest rates.

Gentlemen’s furnishings

Gent’s furnishings included custom and ready-made clothing, along with other necessaries.

A men’s “bosom,” for example, was a separate shirt front.

And then there’s “Superior Shoulder Braces, or Chest Expanders, adapted to Gent’s, Ladies’, and Children’s wear.” The “chest expander” in this case wasn’t the exercise device that we might associate with early 20th century strongmen.

The “Superior Shoulder Braces, or Chest Expanders” were corsets designed to improve posture.

1877 pattern for a set of shoulder braces for a 5-7 year old girl. https://www.agelesspatterns.com/1877_corsets.htm

Proper posture constituted a demonstration of good character. The mastery over physical weakness that erect posture suggested also related symbolically to other key concerns, including growing attention to hygiene and to sexual restraint.²

Related to gent’s furnishings…

Tailor Daniel Logue’s business was indeed under the Baptist Church. The church rented space to small businesses and grocers for many years. The other tailor worked in Albert Abbott’s The Hill Store located just south of the Phillips Academy campus. No dressmakers ran advertisements in the first issue of the Advertiser, but there were a number in town.

The Baptist Church is on the left, with the T.A. Holt sign. ACHC #1936.011.1

There were ads for two boot and shoe businesses. Joel Phelps ran his boot and shoe store on the Hill near the Academy, while Nicholas Howe did shoe repairs in his business opposite the Baptist Church on Central Street, which you can see in the map detail above.

Medical professionals

The next largest category of advertisers after dry goods and clothing was medical. Four physicians were listed, two of whom were in downtown Andover, one was in Ballard Vale (a village in the south part of Andover), and the other in North Andover (which in 1853 was on the cusp of becoming a separate town, but that’s a story for another post). One Homeopathic physician, James Howarth, advertised.

One dentist ran two advertisements.

Dr. Eastman Sanborn ran a small Business Card ad on page 4, giving his location on Green Street in Andover.

The other was a long advertisement promoting his other office (?) in a Boston hotel. “He is at the Marlboro Hotel, Boston, on the first Monday and two succeeding days in each month.” He treated patients to prevent tooth decay and treated exposed dental nerves, extractions, and promised “a whole set of beautiful and durable teeth….inserted in a single day.” Regarding pain Dr. Sanborn promised “none by the use of Ether, when desired.”

Other businesses

Even with Warren Draper’s agricultural intents, there was only one horticulturist who advertised in the paper. No farmers advertised.

There were, however, three attorneys, all in the Center Village. Two were in the Bank Building, the other was across the street.

One Boston bookseller ran an ad. Other businesses included a house painter, jewelry store, along with metal workers and metal ware. William C. Donald’s Ink Manufactory and the Frye Village Clothes Washing Machine also appeared in advertisements.

Andover’s print industry

The Advertiser’s editor Warren Draper advertised his other business in the paper, and Advertiser publisher J.D. Flagg took out an ad that ran more than half the column length. This first half illustrates the many different languages and alphabets required by the Theological Seminary’s publications.

There were many more businesses operating in Andover in 1852 that did not advertise in the first issue of the newspaper. The ads are perhaps a reflection of Warren Draper’s business relationships.

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If you like this story series, please leave a comment and let me know. I can continue it with a look at the front page, or stop here a pick up another topic. History Buzz is for you! I’d love to hear from you.

From page 1

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Thank you for reading, commenting, sharing, and liking.

~Elaine

1. The Andover Advertiser and rural newspapers, part 4

A list of advertisers

Page 2

J.J. Brown’s Jewelry Store on Main Street

Page 3 is all ads

Column 1

Railroads

Coach rental – Railroad coach, Isaac Blunt

Express and Job Wagon rental, B.S. White

Livery stable – horses and carriages, teams furnished, John Cornell

Horses and carriages, nearly opposite the bank on Main Street, Charles Pray

Livery stable on Main Street, at Henry Burtt’s

Frye Village Livery stable, John Smith

Carriage and wheelwright, Frye Village, Wm. and J. Poor

Blacksmithing of all kinds, Essex St, James Doris

Column 2

Column titled “Dry Goods and Groceries”

New Firm at the Old stand on Essex Street, B. Farnham Carlton, Benj. P Derby

Hill Store, Albert Abbott, no location given in the paper, but he was located near Phillips Academy

C.G. McNeil’s Abbot Village Variety Store, near the stone bridge

Dry Goods Groceries at the oldest store in Ballard Vale, W.M. Calder

S.P. Holt’s Dry Goods & Grocery Store, Main Street, Frye Village

Dry and fancy goods, Ballard Vale, W. J. Burtt

FOR SALE potatoes and apples, J.D. Flagg (the Advertiser publisher)

Column 3

Column titled “Books”

Crocker & Brewster, 47 Washington Street, Boston, also by booksellers generally

Cheap book and fancy goods store, No.3 Main Street, M. Sands

Boot & Shoe Store on the hill, at a short distance south of the seminaries, Joel Phelps

Gents Furnishing store, Elm Square Block, corner of Main Street, Wm. P. Millet

Fall & Winter Clothing, Daniel Logue, Tailor, Under the Baptist Church

Meat! Beef! Ballard Vale, W. Starks

Column 4

Column titled “Auction Sales”

By T.C. Foster, Jonas Holt, “N.B. Should the weather by stormy, the sale will take place on the first fair day.”

Butter! R.S. Morton

Wanted: One half-blood Suffolk Pig, Inquire at this office

Dentistry, Doct. E. Sanborn, He is at the Marlboro Hotel, Boston, on the first Monday and two succeeding days each month.

Depot Furniture Store, H.P. Barnard, no location given

Tin Plate, Sheet Iron, and Copper Worker, Main Street, opposite Pleasant Street, William G. Reed

Printing Ink Manufactory, Old Depot Buildings, Main Street, Samuel Morrill, William C. Donald, George H. Morrill

Page 4

Column 2

Horticulturalist, Geroge H. Thorton, on the Road to North Andover

Column 3

Column titled “Business Cards”

N.W. Hazen, Attorney, Bank Building, Main Street

Samuel Merrill, Counselor, Bank Building, Main Street

Moses Foster, Jr., Counselor at Law, Swift’s Buildings, Essex, near the Post office

Samuel Johnson, Physician, Corner of Brook and Central Streets

Walter H. Kimball, Physicial, Opposite John J. Brown’s main Street

James Howarth, Homeopathic Physician, residence on Pleasant Street

Daniel Humphrey, Physician, Ballard Vale

Joseph Kitteredge, Physician, North Andover

Eastman Sanborn, Dentist, Green Street

Henry Burtt, Saddler and Harness Maker, Elm Square

Mark Newman, Books and Stationery, over John J. Brown’s jewelry store Main St

Eben P. Higgins, Carriage and Sign Painter, Elm Square, near Eagle hotel main St

N. Ellis, House Painter, PO Building

Thomas Clark, House and carriage painter, main St opposite Elm

Charles S. Parker, Carriage Painter, Main Steet opposite Elm

Mark Newman, 2nd, Cabinet Furniture maker, Pettingill’s Bldg, few doors south of the Bank

William Barnett, Stove, Sheet Iron, and Copper, Elm Square near Eagle Hotel

Nicholas Howe, Boot and Shoes neatly repaired, Opposite Baptist Church, Central Street

John Parnell, Tailor, In Albert Abbott’s Store Building

John J. Brown, Main Street, drugs, medicines, stationery and fancy goods

Frye Village Clothes Washing Machine, no name given

Daniel Palmer, Machinist Jobber, opposite Swift’s Buildings on Essex

James H. Cochrane Blacksmith, Universalist Court, Main Street, near the U church

Column 4

Andover Printing Establishment, J.D. Flagg, Stereotyper, printer, publisher, opposite Phillips Academy

S.G. Valpey’s Meat Store, base of the large Brick Building, nearly opposite Bank Building on Main Street

Bakery, A.P. Putnam and Son, “are the only bakers in town and may be found at their old established place of business, manufacturing as largely as ever White Bread, Brown Bread, Cakes, Frosted and Plain, Crackers, Pies, &etc.&etc&etc

Blacksmithing, David Poland, Ballard Vale

John Cozzens, Old Established Wheelwright Shop Near the Depot, Ballard Vale

2. The Rise and Fall of American Posture, David Yosifon and Peter N. Stearns, The American Historical Review, Vol. 103, No. 4 (Oct., 1998), pp. 1057-1095 (39 pages) Published by: Oxford University Press on behalf of the American Historical Association