Benjamin Franklin; Self-Revealed, Volume 2 (of 2)

The State of Georgia was more mindful of its obligations to him, and voted him the right to take up three thousand acres of land within its limits.

After his return from France, a great rise took place in the value of real estate in Philadelphia, and his houses and lots reaped its benefits to a conspicuous degree. On Jan. 29, 1786, he wrote to Ferdinand Grand, "My own Estate I find more than tripled in Value since the Revolution"; and similar statements are to be found in other letters of his at this time.

At this period of his life, a considerable amount of his attention was given to the improvement of his property. On Apr. 22, 1787, in a letter to Ferdinand Grand, he said, "The three Houses which I began to build last year, are nearly finished, and I am now about to begin two others. Building is an Old Man's Amusement. The Advantage is for his Posterity."

When Franklin died, his estate consisted of ten houses in Philadelphia, and almost as many vacant lots, a pasture lot near Philadelphia, a farm near Burlington, New Jersey, a house in Boston, the right to the three thousand acres of land in Georgia, a tract of land on the Ohio, a tract of land in Nova Scotia, twelve shares of the capital stock of the Bank of North America and bonds of individuals in excess of eighteen thousand pounds. The value of his entire estate was supposed to be between two hundred and two hundred and fifty thousand dollars.

Under his management, the Gazette was probably the best newspaper produced in Colonial America. In its early history, it appeared first twice a week, and then weekly, and consisted of but a single sheet, which, when folded, was about 12 by 18 inches square. Parton is not accurate, as his own context shows, in stating that Franklin "originated the modern system of business-advertising." Other newspapers of the time, including Bradford's Mercury, contained advertisements for the recovery of runaway servants and slaves, and lost or stolen articles, and for the sale of different kinds of merchandise. When Franklin fled from Boston, his brother James advertised for another apprentice in the Courant. Nor is Parton accurate, either, in stating that Franklin "invented the plan of distinguishing advertisements by means of little pictures, which he cut with his own hands." There were such cuts in Bradford's Mercury even before the Gazette was founded. The Gazette won a position of its own because its proprietor and editor brought to its issues that knowledge of human life and human nature and that combination of practical sagacity, humor and literary skill which he carried into everything. The latest advices of the day, foreign and domestic, which were tardy enough, extracts from the Spectator and other moral writers of the age, verses from contemporary poets, cuttings from the English newspapers, broad, obscene jokes, as unconscious of offence as the self-exposure of a child or an animal, all assembled with the instinctive eye to unity of effect, which is the most consummate achievement of journalistic art, made up the usual contents of the Gazette. Now, along with news items of local and outside interest, we have a humorous account of a lottery in England, by which, for the better increase of the King's subjects, all the old maids are to be raffled for; now some truculent flings at the Catholics, the caput lupinum of that age; now a hint to a delinquent subscriber that it was considerably in his power to contribute towards the happiness of his most humble obliged servant; now an exasperating intimation that the Mercury has been depredating upon the columns of its rival; now some little essay or dialogue from the pen of Franklin himself, good enough to be classed as literature. The open, kindly, yet shrewd, face, with the crow's-feet, furrowed by the incessant play of humor about the corners of its eyes, looks out at us from every page.

The editor of the Gazette sustains to his readers a relation as personal as that sustained by Poor Richard to his. He goes off to New Jersey to print some paper currency for that Colony, and he inserts this paragraph in the Gazette: "The Printer hopes the irregular Publication of this Paper will be excused a few times by his Town Readers, on consideration of his being at Burlington with the press, labouring for the publick Good, to make Money more plentiful." The statement that a flash of lightning in Bucks County had melted the pewter buttons off the waistband of a farmer's breeches elicits the observation, "Tis well nothing else thereabouts was made of pewter." When contributions by others failed him, he even wrote letters to himself under feigned names. "Printerum est errare," we are told, and then, under this announcement, Franklin, in another name, addresses the following facetious letter to himself:

Sir, As your last Paper was reading in some Company where I was present, these Words were taken Notice of in the Article concerning Governor Belcher (After which his Excellency, with the Gentlemen trading to New England, died elegantly at Pontack's). The Word died should doubtless have been dined, Pontack's being a noted Tavern and Eating house in London for Gentlemen of Condition; but this Omission of the Letter (n) in that Word, gave us as much Entertainment as any Part of your Paper. One took the Opportunity of telling us, that in a certain Edition of the Bible, the Printer had, where David says I am fearfully and wonderfully made, omitted the Letter (e) in the last Word, so that it was, I am fearfully and wonderfully mad; which occasion'd an ignorant Preacher, who took that Text, to harangue his Audience for half an hour on the Subject of Spiritual Madness. Another related to us, that when the Company of Stationers in England had the Printing of the Bible in their Hands, the Word (not) was left out of the Seventh Commandment, and the whole Edition was printed off with Thou shalt commit Adultery, instead of Thou shalt not, &c. This material Erratum induc'd the Crown to take the Patent from them which is now held by the King's Printer. The Spectator's Remark upon this Story is, that he doubts many of our modern Gentlemen have this faulty edition by 'em, and are not made sensible of the Mistake. A Third Person in the Company acquainted us with an unlucky Fault that went through a whole Impression of Common-Prayer Books; in the Funeral Service, where these Words are, We shall all be changed in a moment, in the twinkling of an Eye, &c., the Printer had omitted the (c) in changed, and it read thus, We shall all be hanged, &c. And lastly, a Mistake of your Brother News-Printer was mentioned, in The Speech of James Prouse written the Night before he was to have been executed, instead of I die a Protestant, he has put it, I died a Protestant. Upon the whole you came off with the more favourable Censure, because your Paper is most commonly very correct, and yet you were never known to triumph upon it, by publickly ridiculing and exposing the continual Blunders of your Contemporary Which Observation was concluded by a good old Gentleman in Company, with this general just Remark, That whoever accustoms himself to pass over in Silence the Faults of his Neighbours, shall meet with much better Quarter from the World when he happens to fall into a Mistake himself; for the Satyrical and Censorious, whose Hand is against every Man, shall upon such Occasions have every Man's Hand against him.

This is an accusation of plagiarism made by Franklin against Bradford:

When Mr. Bradford publishes after us [he declared], and has Occasion to take an Article or two out of the Gazette, which he is always welcome to do, he is desired not to date his Paper a Day before ours, (as last Week in the Case of the Letter containing Kelsey's Speech, &c) lest distant Readers should imagine we take from him, which we always carefully avoid.

Bradford hit back as best he could. On one occasion he charged that the contract for printing paper money for the Province of New Jersey had been awarded to Franklin at a higher bid than that of another bidder. "Its no matter," he said, "its the Country's Money, and if the Publick cannot afford to pay well, who can? Its proper to serve a Friend when there is an opportunity."

One of Franklin's favorite devices for filling up gaps in the Gazette was to have himself, in the guise of a correspondent, ask himself questions, and then answer them. "I am about courting a girl I have had but little acquaintance with; how shall I come to a knowledge of her faults, and whether she has the virtues I imagine she has," is one such supposititious question. "Commend her among her female acquaintance," is the ready-made answer. Another imaginary question was of this tenor: "Mr. Franklin: Pray let the prettiest Creature in this Place know (by publishing this), that if it was not for her Affectation she would be absolutely irresistible." Next week a flood of replies gushed out of the editor's pigeon-holes. One ran thus:

"I cannot conceive who your Correspondent means by 'the prettiest creature' in this Place; but I can assure either him or her, that she who is truly so, has no Affectation at all."

And another ran thus:

"Sir, Since your last Week's Paper I have look'd in my Glass a thousand Times, I believe, in one way; and if it was not for the Charge of Affectation I might, without Partiality believe myself the Person meant."

At times we cannot but suspect that Franklin has deliberately created a sensation for the purpose of quickening the sale of the Gazette. For instance, a peruke maker in Second Street advertises that he will "leave off the shaving business after the 22nd of August next." Commenting on this advertisement, Franklin observes that barbers are peculiarly fitted for politics, for they are adept shavers and trimmers; and, when the angry peruke maker calls him to task for his levity, he replies that he cherishes no animosity at all towards him, and can only impute his feelings to a "Want of taste and relish for pieces of that force and beauty which none but a University bred gentleman can produce."

On another occasion, when advertising the sailing of a ship, he added this N. B. of his own: "No Sea Hens, nor Black Gowns will be admitted on any terms." To such a degree were some of the clergy incensed by it that they withdrew their subscriptions; but it is not unlikely that in a day or so twice their number in scoffers were added to the subscription list of the young printer. At times the fooling is bald buffoonery.

On Thursday last [he informed his readers] a certain P – r ('tis not customary to give names at length on these occasions) walking carefully in clean clothes over some barrels of tar on Carpenter's Wharf, the head of one of them unluckily gave way, and let a leg of him in above the knee. Whether he was upon the Catch at that time, we can not say, but 'tis certain he caught a Tar-tar, 'Twas observed he sprang out again right briskly, verifying the common saying, as nimble as a Bee in a Tar barrel. You must know there are several sorts of bees: 'tis true he was no honey bee, nor yet a humble bee: but a Boo-bee he may be allowed to be, namely B. F.

Franklin was a publisher of books as well as a newspaper proprietor. Most of the books and pamphlets published by him were of a theological or religious nature, in other words books which, aside from the pecuniary profit of printing them, he was very much disposed to regard as no books at all. Others were of a description to serve the practical wants of a society yet simple in its structure, such as The Gentlemen's Pocket Farrier and Every Man his Own Doctor, or the Poor Planter's Physician. But some were of real note such as two little volumes of native American poetry, Colden's Essay on the Iliac Passion, which is said to have been the first American medical treatise, Cadwallader's Essay on the West India Dry Gripes, and James Logan's translation of Cato's Moral Distichs, which Franklin regarded as his chef d'œuvre, and which is said to have been the first book in the Latin tongue to have been both translated and printed in America. Worthy of mention also are various publications on the subject of slavery, precursors of the endless succession a little later on of anti-slavery tracts, books and speeches, which anon became a mountain. The mercantile business, of which Franklin's stationery shop was the nucleus, was of a highly miscellaneous character. In addition to books and pamphlets printed by himself, he imported and sold many others including chapmen's books and ballads.

At the time I establish'd myself in Pennsylvania [he tells us in the Autobiography], there was not a good bookseller's shop in any of the Colonies to the southward of Boston. In New York and Philad'a the printers were indeed stationers; they sold only paper, etc., almanacs, ballads, and a few common school-books. Those who lov'd reading were oblig'd to send for their books from England.

The spirit in which he imported the pamphlets sold by him is indicated in one of his letters to Strahan. "Let me have everything, good or bad, that makes a Noise and has a Run," he says. His stock of merchandise included everything usually sold at a stationer's shop such as good writing paper, choice writing parchment, cyphering slates and pencils, Holman's ink powders, ivory pocket books, pounce and pounce boxes, sealing wax, wafers, pencils, fountain pens, choice English quills, brass inkhorns, and sand glasses. There were besides "fine mezzotints, a great variety of maps, cheap pictures engraved on copper plate of all sorts of birds, beasts, fishes, fruits, flowers etc., useful to such as would learn to draw." Along with these things, and choice consignments of the Franklin Crown Soap, were vended articles almost as varied as the contents of a junkshop, such as the following:

very good sack at 6s per gallon, glaz'd fulling papers and bonnet-papers, very good lamp-black, very good chocolate, linseed oil, very good coffee, compasses and scales, Seneca rattlesnake root, with directions how to use it in the pleurisy &c., dividers and protractors, a very good second hand two-wheel chaise, a very neat, new fashion'd vehicle, or four wheel'd chaise, very convenient to carry weak or other sick persons, old or young, good Rhode Island cheese and codfish, quadrants, forestaffs, nocturnals, mariner's compasses, season'd murchantable boards, coarse and fine edgings, fine broad scarlet cloth, fine broad black cloth, fine white thread hose and English sale duck, very good iron stoves, a large horse fit for a chair or saddle, the true and genuine Godfrey's cordial, choice bohea tea, very good English saffron, New York Lottery tickets, choice makrel, to be sold by the barrel, a large copper still, very good spermacety, fine palm oyl, very good Temple spectacles and a new fishing net.

Another commodity in which Franklin dealt was the unexpired time of indentured or bond servants, who had sold their services for a series of years in return for transportation to America. This traffic is illustrated in such advertisements in the Gazette as these: "To be sold. A likely servant woman, having three years and a half to serve. She is a good spinner"; "To be sold. A likely servant lad about 15 years of age, and has 6 years to serve." And alas! the humanitarian, who strove so earnestly, during the closing years of his life, when he was famous and rich, and the President of the Pennsylvania Society for Promoting the Abolition of Slavery, to bring home the horrors of slavery to the Southern conscience, was himself what involved until the end utter social disrepute in the slaveholding South, that is to say, a negro-trader. "Some of these slaves," Paul Leicester Ford tells us in The Many Sided Franklin, "he procured from New England where, as population grew in density, the need for them passed, leading to their sale in the colonies to the southward." The business was certainly a repulsive one, even when conducted by such a lover of the human species as Franklin. How far this is true the reader can judge for himself when he reads the following advertisements, which are but two of the many of the same kind that appeared in the Gazette:

To be sold a likely negro woman, with a man-child, fit for town or country business. Enquire of the printer hereof.

To be sold. A prime able young negro man, fit for laborious work, in town or country, that has had the small pox: As also a middle aged negro man, that has likewise had the small pox. Enquire of the printer hereof: Or otherwise they will be expos'd to sale by publick vendue, on Saturday the 11th of April next, at 12 o'clock, at the Indian-king, in Market Street.

While Franklin was printing pamphlets against slavery and selling negroes, and Deborah was stitching pamphlets and vending old rags, Mrs. Read, the mother of Deborah, was engaged in compounding and vending an ointment suited to conditions still graver than those for which the Franklin Crown Soap was intended. We can hardly doubt that this advertisement, which was published in the Gazette, was penned by the same hand which wrote the Ephemera:

The Widow Read, removed from the upper End of High Street to the New Printing Office near the Market, continues to make and sell her well-known Ointment for the ITCH, with which she has cured abundance of People in and about this City for many Years past. It is always effectual for that purpose, and never fails to perform the Cure speedily. It also kills or drives away all Sorts of Lice in once or twice using. It has no offensive Smell, but rather a pleasant one; and may be used without the least Apprehension of Danger, even to a sucking Infant, being perfectly innocent and safe. Price 2s. a Galleypot containing an Ounce; which is sufficient to remove the most inveterate Itch, and render the Skin clear and smooth.

The same advertisement informed the public that the Widow Read also continued to make and sell her excellent Family Salve or Ointment, for Burns or Scalds, (Price 1s. an Ounce) and several other Sorts of Ointments and Salves as usual.

From this review of the business career of Franklin, it will be seen that the stairway, by which he climbed to pecuniary independence and his wider fame, though not long, was, in its earlier gradations, hewn step by step from the rock. From the printing office of Keimer to Versailles and the salon of Madame Helvétius was no primrose path. As long as the human struggle in its thousand forms, for subsistence and preferment, goes on, as long as from year to year youth continues to be rudely pushed over the edge of the nest, with no reliance except its own strength of wing, it is safe to say that the first chapters of the Autobiography will remain a powerful incentive to human hope and ambition.