items which passed for news in the Gazette. His influence on the practical side of journalism was very small. On the other hand, his advertisements of books show his very great interest in popularizing secular literature. Undoubtedly his paper contributed to the broader culture which distinguished Pennsylvania from her neighbours before the Revolution. Starting with the custom of importing a stray volume or two along with stationer's supplies, Franklin gradually developed a book shop in his printing office. There was nothing unusual in this fact, by itself. His rival, Andrew Bradford, and many other printers in the colonies had odd collections for sale. But while Bradford was advertising the Catechistical Guide to Sinners, or The Plain Man's Path-way to Heaven, along with an occasional Spectator, Franklin's importations, listed in the Gazette for sale, included works of Bacon, Dryden, Locke, Milton, Otway, Pope, Prior, Swift, Rowe, Defoe, Addison, Steele, Arbuthnot, Congreve, Rabelais, Seneca, Ovid, and various novels, all before 1740. The first catalogue of his Library Company shows substantially the same list, with the addition of Don Quixote, and the works of Shaftesbury, of Gay, of Spenser, and of Voltaire. These latter were probably for sale in the printing office as well.
Advertisements of merchandise in all the colonies throw a good deal of light on the customs of the time, and, incidentally, also on the popular taste in reading. We find that Peter Turner has "Superfine Scarlet Cloth, Hat Linings, Tatlers, Spectators, and Barclay's “Apology”[1]; that Peter Harry imports “Head Flowers in Boxes, Laces and Edgings, Psalm-books, Play-books, the Guardians in 2 vol., Women's Short Cloaks, Men's Scarlet Great Coats”[2] and other apparel. The ship Samuel, from London, brings over “sundry goods, particularly a very choice collection of printed Books, Pictures, Maps and Pickles, to be Sold very reasonable by Robert Pringle.”[3]
Franklin's influence in journalism was not confined to Pennsylvania. He often assisted young journeymen in the establishment of newspapers in distant towns. Thomas Whitemarsh, for instance, went to Charleston, South Carolina,
