The Origins of a Free Press in Prerevolutionary ... - Web Publishing

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While Royle did still receive £375 per year from the colony’s government, the
importance of this subsidy lessened as the retail business increased.
The types of books sold and the demography of the customers had shifted
by this time as well. While a majority of sales were to the gentry—planters and
other members of the wealthy elite—an increasing number of sales were to the
middling classes: craftsmen, tavern keepers, and merchants. There is no evidence
that sales were made to those lower on the social scale: wage workers, subsistence
farmers, servants, or slaves. The types of books sold shifted as well in this period.
The number of religious works dropped dramatically, political tracts increased, and
there was even a trend toward the new novels. Controversial works began to appear,
starting with dissenting religious tracts, and eventually pamphlets on politically
divisive subjects such as the Parson’s Cause and on the tax disputes with Britain. 40
The demand for politically-oriented books and pamphlets increased by 1765, while
demand for religious and classical works noticeably decreased. 41
Pamphlets of this period helped broaden the range of people involved in
political conversations in Virginia. The political pamphlet was an important
aspect of the dramatic rise of the political press in the colonies by the mid-
eighteenth century. Historians confirm that this encouraged a wider interest in
politics. 42 Iconoclastic thought first appeared in pamphlets printed in
Williamsburg as part of the Great Awakening, when a dissenter paid printer
William Hunter to print several works. The writings from both sides in the
40 Royle & Purdie, Printing Office Journals. Berg, “Agent of Change,” vi. Her analysis
indicates book buying increased by 54% between 1752 and 1765, compared to a local population
growth rate of 18%. However, colony-wide population records indicate a population growth
similar to the book buying increase. See Historical Statistics of the United States, 2:1168. For titles,
see also Berg, Eighteenth-Century Williamsburg Imprints.
41 Paul Hoffman, ed., Guide to the Microfilm Edition of the Virginia Gazette Daybooks: 1750-
1751 & 1764-1766 (Charlottesville: University of Virginia Library, 1967), 5-8.
42 Gary Nash, “The Transformation of Urban Politics,” Journal of American History 6 (Dec.
1973) 3: 617-618.