Tag Archives: advertising

Wooden Water Pipes

There are holes all over Salem, granting access to traces of our infrastructural past below. Lots of utility projects this summer, and even now, and each time I see men’s (it is always men) heads semi-submerged I run over to see what I can see. Generally, it’s just road layers and cobblestones–not very exciting. So when a friend posted a picture of the wooden water pipes uncovered during a big project on Boston Street, I got over there as quickly as possible. And there it was, just one pipe in pieces, except where it opened up into the property from the street. Amazing!


WWPipes 2

WWPipes 3

I am fortunate to have an archaeologist/historian and an architectural historian among my colleagues, so I obtained the essential information about how this pipe came to be on Boston Street relatively quickly. Apparently Boston, Salem, and Portsmouth, New Hampshire were laying such pipes in the 1790s, initiatives of incorporated aqueduct companies which were formed by the merchant communities of all three cities. In the case of Salem, the Salem and Danvers Aqueduct Company was established in 1797, “for the purpose of supplying the inhabitants generally of Salem and Danvers with pure spring water”, and in the spring of 1799 water began running through wooden pipes (pine was preferred) to the properties of its subscribers. The first reservoir was on Gallows Hill, in relatively close proximity to Boston Street. According to the Company’s history, demand was ever-increasing: the 3-inch-wide pipes were replaced by 5-inch pipes in 1804, iron replaced wood in the 1850s, at around the same time that the still-beautiful Spring Pond, bordering Salem, Lynn and Peabody (then South Danvers) became the primary reservoir, supplying the city of Salem with “the elixir of life” as author Samuel W. Cole observed in 1858. There were many leaking issues too, and the extraordinary craftsman/engineer Benjamin Clark Gilman (1763-1835) from Exeter, New Hampshire was called in to fix them, based on his experiences in Boston, Portsmouth, Exeter, and New London, Connecticut. Industrial demand kept the pressure on the Salem system, and in 1869, the private Aqueduct Company transferred the ownership of its corporation to the city of Salem.

Water Receipt 1844

Water Works Map 1893

Lynn Mineral Spring Hotel

Lynn Mineral Springs Hotel ad

Subscriber receipt, 1844, Peabody Institute Library. Note the stipulation about wasting water! 1893 Map of part of Lynn and Salem, including Spring Pond, which indicates the main water route–Wenham Lake soon replaced Spring Pond as Salem’s reservoir; The famous Lynn Mineral Springs Hotel at Spring Pond–later the Fay Estate–from Alonzo Lewis’s History of Lynn, 1844; 1831 advertisement for the Hotel, Boston Evening Transcript.

Oyster Square

Time to return to the very basics of life:  food, and plumbing! Today I’m thinking about oysters, and up next I’ve got a special post on wooden water pipes. Oysters–their harvest, sale, and consumption–have always been big business in Salem: Wellfleet is hardly the only Massachusetts oyster town! At present we have three restaurants which feature oyster bars: the excellent Turners Seafood at the Lyceum, the oddly-named Village Tavern Grill & Oyster Bar, and the relatively new and very popular Sea Level Oyster Bar on Pickering Wharf. In the past, Salem probably had many more oyster establishments that were also actual oyster bars, as this particular commodity has evolved over time from a working man’s food to a bit more of a delicacy. Today, Salem’s many restaurants are spread out across its downtown, from the water to the train station, but in the past they were concentrated in the area around the Old Town Hall or Market House. Derby Square and Front Street today are still busy commercial spaces while an adjacent alley that served as an “Oyster Row” of sorts a century or more ago is now silent: yet Higginson Square still bears the signs of its purveying past.

Higginson Square

Higginson Square 2

Higginson Square 3

The large brick commercial buildings on the east side of Higginson Square were built between 1895 and 1915, replacing earlier, smaller structures that served as dining rooms, bars, and wholesale purveyors of oysters and other foodstuffs. Their surviving shop windows indicated that they were functioning as retail establishments in the twentieth century too, but I don’t think this remained a restaurant row. These building have Derby, rather than Higginson, Square addresses now, but the one adorned with the fire escape was the earlier site of the Remond residence/restaurant/and oyster operation at 5 Higginson Square operated by John and Nancy Remond, the parents of Salem’s pioneering African-American abolitionists Charles and Sarah. The spotlight is always on the Remond children (a new park named after them is in the works now) but I’ve always been more interested in their entrepreneurial parents, who operated several businesses in Salem. Surviving advertisements for Remond oysters (“Let them be roasted, stewed, or fried; Or any other way beside; You’ll be well served, or ill betide”) indicate that the North Shore was no longer viable oystering ground in the mid-nineteenth century, as John was bringing in large supplies of oysters from Wellfleet and New York, enough to operate a veritable wholesale monopoly in Salem.

Oyster Square Trade Card

Oyster Trade Card SSU 2

Oyster Trade Card SSU

Oyster Trade Card 2

Oyster Square Trade Card Lynn

Trade cards from the collection of Salem State University Archives and Special Collections and the Digital Commonwealth–I had to include the Lynn fish! The Remond businesses came a bit too early for these cards. Below–Salem’s 19th century Market Square, where oyster and other eating establishments were clustered. Higginson Square is marked in blue.

Salem 1851

American Girls

Countless cards were inserted in countless packs of cigarettes for decades starting in the later nineteenth century, for product (to avoid crushing the cigarettes inside), advertising, and revenue purposes (encouraging the formation of collections) and consequently cigarette cards form a huge category of ephemera. This is not really my category, but I do find some of the collections to be really interesting expressions of their era. A case in point are the several series of “State Girls” or “State Belles” offered by various publishers in the first decade of the twentieth century: the girls (or young women) are portrayed in a way that supposedly characterized their state, accompanied by other state symbols, and sometimes situated in representative settings. I became acquainted with these particular cards, which I have seen in both cigarette and postcard forms, through a flea market discovery of a Massachusetts girl, wearing academic dress while standing out on some North Shore rocky coast. This find occurred just several days after I received my Ph.D., and so this girl had a particular appeal to me: here I am, I thought, Scholar Girl, a Bay State Belle!

MA Girls Collage

As you can see, not all Massachusetts girls walked around in academic gowns, books in hand. The Raphael Tuck (on the rocks), Langsdorf (schoolmarmish) and National Art Company (sans glasses) girls do, but not those on the Platinachrome Company’s “alphabet” cards, which focus more on the letter and the state seal and flower, or the Fatima Turkish Cigarettes cards, which are all about the elaborate hats which adorn the heads of rather indistinct state girls. The ladies from all 45-48 states (depending on when these cards were published, and sometimes including the District of Columbia) get more detailed characterizations on some cards while on others they are simply idealized lovely-but-generic belles. Miss Pennsylvania is portrayed in colonial dress, armed with a musket and adorned with a tricorner hat, on the National Art Co. and Langsdorf cards below, while the “Keystone Belle” stands before the bustling factories of what I presume is Pittsburgh on the Tuck Card: the past and the present. Not yet quite a golden girl, Miss California is identified with her steamship and her oranges. The “Lone Star Girl” of Texas has her bluebonnets, and the “Opera Belle” of New York comes equipped with a skyscraper. There are girls equipped with fishing poles (Wisconsin, Washington, Oregon and Maine), swords (Maryland), paddles (Virginia), riding crops (New Jersey) and locomotives (Illinois), but the majority of young women are pictured with farming equipment or produce, a reflection of our then still-agrarian nation. A 21st century update on these cartophilic characterizations would be quite interesting.

PA State Girl Collage

State Girls CA collage

State Girls TX Collage

State Girls NY Collage

(Just click on the collages to enlarge)

Lawnmowers for Ladies

My occasional wanderings through the world of Victorian ephemera have definitely convinced me that bicycles represented a form of liberation–physical and otherwise–for women a century or so ago, but I’m confused by the multitudes of similar contemporaneous images of women operating lawnmowers: why would women actually choose to do tedious men’s work–didn’t they have enough to do, or, weren’t they in a good position to get out of it? Is this a case of advertising push rather than feminine pull? Women in short shorts and other inappropriate attire seem to be featured regularly in post-war advertisements for lawnmowers, but I’m more curious about trade cards and such appearing fifty years earlier, when women were supposed to be a bit more closeted. The first “lady with lawnmower” that captured my attention featured was an apparently quite famous English actress named Marie Studholme (1872-1930), who posed with all sorts of things, so I thought the lawnmower was just one more thing. But she was in good company: between 1890 and 1910 or so there were several manufacturers that seem to be marketing lawn mowers for women, or lawnmowers that were so easy to use that even girls could operate them (in their perfect pinafores). Perhaps this is a case of class trumping gender: after all, the majority of women didn’t have expansive lawns in need of tending. The lawn itself, like the lawn mower, is a nineteenth-century creation. I must confess to having a rather romantic attachment to my own manual lawnmower, but only because my backyard is mostly garden with very little lawn–and my husband always does the mowing.

Marie Studholme

Ladies Lawnmowers 2 DC

Ladies Lawnmower BPL DC

Ladies Lawnmowers 3 DC

Ladies Lawnmowers

Miss Marie Studholme with her bicycle and lawn mower, c. 1900; Lawn mower trade cards from c. 1880-1910, Boston Public Library and from a selection at the Trade Card Place.

Hip (-Hop) Hamilton

It seems to me that from time to time one of our Founding Fathers emerges from the pack, to glow just a little brighter in a blaze of adulation. Certainly John Adams had his time a few years back, singled out by David McCullough’s book and the HBO series; more recently “Sexy Sam Adams” emerged as the hero of the History Channel’s (or as most historians refer to it, the Hitler Channel) Sons of Liberty miniseries, sponsored, of course, by Sam Adams beer. Now it’s all about Alexander Hamilton, the star of a namesake, sold-out musical on off-Broadway. Hamilton, written, directed and starring Tony winner Lin-Manuel Miranda, is based on Hamilton’s rag-to-riches life, as charted by Ron Chernow’s 2004 biography, set to a score that sounds far more lively than that of 1776.

Hamilton the Musical

Hamilton the Musical 2

Hamilton Poster

I don’t find the spotlight on Hamilton, or the success of Hamilton, even remotely surprising. After all, I live in Alexander Hamilton world: the first thing I see every morning when I wake up is Hamilton Hall, the c. 1805 assembly hall named after the Federalist hero/martyr, and the sign boldly attesting to that fact. And even if you’re just familiar with the outline of his life you can understand that it would make for a good story: illegitimate Caribbean orphan sent to New York, student, lawyer, lover, soldier, author, first Secretary of the Treasury, victim of a duel. Fill in the details and you’ve got a blockbuster!

Alexander Hamilton 1957 Rand McNally Ad

Hamilton Batman Bill

Hamilton Birthday Card

Hamilton Vodka

Hamilton updated: 1957 Rand McNally ad; defaced $10 Batman bill; Alexander Hamilton birthday print by A5/Day; Alexander Hamilton small-batch Vodka.

From Cure-all to Confection

The amalgamated Holidays officially kick in this week, so it’s time to think about festive things to eat and drink. Last year at this time, I seemed preoccupied with the latter, but now I’m thinking about food. I came across my grandmother’s recipe for molasses cookies–very thin, crispy and buttery, my absolute favorite, and started wondering about the principal ingredient. There must have been tons of it here in Salem in the nineteenth century, as it was the key ingredient in rum production and there were so many distilleries here. I know that molasses was imported into New England from the West Indies in the colonial era, but it think there were domestic refineries in the nineteenth century: was it produced in Salem? If so, where? Molasses-making is a messy business: was Salem ever in danger of experiencing its own version of the disastrous 1919 Great Molasses Flood in Boston? And what about consumption (besides rum): molasses does seem to have been much more in demand a century or so ago than now: why? There are so many recipes out there–for Black Jacks, still produced by America’s oldest candy shop, Ye Olde Pepper Candy Companie right here in Salem, as well as for another local molasses creation, Anadama bread, not to mention Indian Pudding, Boston baked beans and Boston brown bread. Molasses seems to be as characteristically New England  or “Boston” as the Red Sox. Then the English historian in me kicked in and I confronted the age-old question:  what’s the difference between molasses and treacle? Then the sixteenth-century historian in me kicked in, and I wondered what was the connection between molasses and the root of that old English word treacle, theriac, which was sold as a powerful panacea across early modern Europe. And just like that, my mind had wandered/wondered from cookies and candy to plague cures.


Advertisement for the famous Mary Jane molasses and peanut butter candy, made first by the Charles N. Miller Company in Boston in 1914  and later by the New England Confectionery Company (Necco).

The migration of medieval medical recipes into the culinary sphere was not always a straightforward process, but it’s best to proceed from the past rather than the other way around. Theriac was an ancient electuary (medicinal paste) used first and foremost as an antidote to venomous snake bites. In the classic case of fighting fire with fire, The flesh of the snakes themselves was an essential ingredient, along with lots of others–64 in all in the classic Galenic recipe. In the course of the Renaissance, theriac was compounded to various formulas and came to be regarded as a universal antidote and panacea, with that produced in Venice generally regarded as the most effective, and the most expensive, naturally. As poison was associated with plague in the late medieval medical mentality, so theriac became the key plague antidote and consequently its preparation was serious business: under official supervision to ensure the proper process and correct composition.

Theriac Hortus Sanitatis 1491

V0010760 An apothecary publically preparing the drug theriac, under t

L0057175 Albarello vase for theriac, Italy, 1641

Theriac preparation from snakes (the origins of snake oil???) from the Hortus Sanitatis of Jacob Meydenbach, Mainz, 1491; woodcut illustration by Hieronymus Brunschwig of a physician supervising the manufacture of theriac by an apothecary, Liber de Arte Distillandi de Compositis, 1512, and seventeenth-century Italian majolica theriac jar, Wellcome Library.

Despite its (undeserved) reputation for efficacy, Venetian theriac could not crowd out the market in plague cures and regional recipes began to develop. In England, there were several major developments in the use and perception of theriac over the sixteenth and seventeenth centuries: in typical English fashion, the foreign word had long been anglicized as “treacle”, and  “Venetian Treacle” became an ingredient in variant plague cures and preservatives, rather than the exclusive antidote at about the same time that the London College of Pharmacists ruled that treacle need not contain snakes, and treacle (sans Venetian) started appearing in both medicinal and culinary recipes. Everything really changed–or came together–in the course of the seventeenth century, an era that was characterized by many, many recipes for “treacle water” as well as increasing imports of refined sugar from the West Indies, along with its by-products. These sweeter syrups, collectively called treacle, began to replace honey in the medicinal “London Treacle”, at about the same time that they started to appear as key ingredients in recipes for gingerbread, tarts, and puddings. So treacle comes to mean any syrup made during the sugar-refining process: black treacle, golden syrup, blackstrap, and molasses–all of which were relatively cheap ways to sweeten your plague water or your pudding. There were also treacle “lozenges” that soothed the throat and provided a bit of “sweatmeat” at the same time, and a recipe for gingerbread cakes that closely resembles that for my grandmother’s molasses cookies.

Treacle Water 1660

PicMonkey Collage


A mid-17th century recipe for Treacle water containing Venice Treacle and less exotic ingredients, Wellcome Library Manuscripts; recipes from Mary Kettilby’s Collection of Above Three Hundred Receipts in cookery, physick, and surgery: for the use of all good wives, tender mothers, and careful nurses (1714–Thick Gingerbread) and Hannah Glasse’s Art of Cookery, Made Plain and Easy (1747–Gingerbread Cakes); The two British treacles: plain treacle or “golden syrup” and “black treacle”, the closest approximation of American molasses.


Microhistories used to be about People

The book that convinced/inspired me to be a historian was Carlo Ginzburg’s The Cheese and the Worms, which teased out the cosmology of a sixteenth-century northern Italian miller named Menocchio through his encounters with the Venetian Inquisition. Ginzburg’s ability to get inside the head of a sixteenth-century, semi-literate person was awe-inspiring to me when I first read this book as an undergraduate, and it still is: I regularly assign it to my own undergraduates. Ginzburg was perhaps not the first, but certainly the most famous pioneer, of a historical methodology called microhistory, in which the scope and scale of inquiry is so narrowed that the impact of historical events and forces is revealed through an almost-intimate perspective. Microhistories have the added benefit of giving agency–and presence– to people who might not otherwise appear in history books:  Menocchio, the peasants of a medieval Pyrenean village who also come under the scrutiny of the Inquisition in Emmanuel de Le Roy’s Montaillou:  the Promised Land of Error, a litigious Italian couple in Gene Brucker’s Giovanni and Lusanna:  Love and Marriage in the Renaissance, a London lathe-worker in Paul Seaver’s Wallington’s World:  a Puritan Artisan in Seventeenth-century London, a Maine midwife working just after the American Revolution in Laurel Thatcher Ulrich’s A Midwife’s Tale: The Life of Martha Ballard based on her diary, 1785–1812.

I could go on and on listing classic microhistories, but as I was putting together my syllabi for this semester one macrohistorical trend became blatantly clear to me: while the first examples of this genre were all about people, the latest (and most popular) are all about things. Rather than examining a precise place in time through the prism of one person’s life, we are now invited to partake of the history of the world from the perspective of beverages (Tom Standage’s History of the World in 6 Glasses), sugar (several books, beginning with Sidney Mintz’s Sweetness and Power: the place of Sugar in Modern History), salt (Mark Kurlansky, Salt: a World History), pretty much every other spice including NUTMEG (Giles Morton, Nathaniel‘s Nutmeg: Or the True and Incredible Adventures of the Spice Trader Who Changed the Course of History–actually this book focuses on the man as much as the spice), drugs (David Courtwright, Forces of Habit: Drugs and the Making of the Modern World), and stuff (Neil MacGregor’s History of the World in 100 Objects). It seems to me that consumerism is definitely defeating humanism in historical studies: we are now what we seek and eat.

World History

Sarah Tyson Rorer, ed., Cereal Foods and How to Cook Them (1899); Duke University Digital Collections



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