It differed from other colonial newspapers chiefly in its greater brightness and in the literary skill shown in its preparation. But attempts have been made to exaggerate its merits, and Parton declares that in it Franklin "originated the modern system of business advertising" and that "he was the first man who used this mighty engine of publicity as we now use it." A careful examination of the _Gazette_ and the other journals of the time fails to disclose any evidence in support of this extravagant statement. The advertisements in the _Gazette_ are like those in the other papers,--runaway servants and slaves, ships and merchandise for sale, articles lost or stolen. On the whole, perhaps more advertisements appear in the _Gazette_ than in any of the others, though a comparison of the _Gazette_ with Bradford's _Mercury_ shows days when the latter has the greater number.
Franklin advertised rather extensively his own publications, and the lamp-black, soap, and "ready money for old rags" which were to be had at his shop, for the reason, doubtless, that, being owner of both the newspaper and the shop, the advertisements cost him nothing. This is the only foundation for the tale of his having originated modern advertising. His advertisements are of the same sort that appeared in other papers, and there is not the slightest suggestion of modern methods in them.
Parton also says that Franklin "invented the plan of distinguishing advertisements by means of little pictures which he cut with his own hands." If he really was the inventor of this plan, it is strange that he allowed his rival Bradford to use it in the _Mercury_ before it was adopted by the _Gazette_. No cuts appear in the advertisements in the _Gazette_ until May 30, 1734; but the _Mercury's_ advertisements have them in the year 1733.
Franklin made no sudden or startling changes in the methods of journalism; he merely used them effectively. His reputation and fortune were increased by his newspaper, but his greatest success came from his almanac, the immortal "Poor Richard."
In those days almanacs were the literature of the masses, very much as newspapers are now. Everybody read them, and they supplied the place of books to those who would not or could not buy these means of knowledge. Every farm-house and hunter's cabin had one hanging by the fireplace, and the rich were also eager to read afresh every year the weather forecasts, receipts, scraps of history, and advice mingled with jokes and verses.