Abstract

Purpose
This paper explores the advertising strategy of crockery importers and dealers in relationship to their origins and backgrounds. This is a departure from earlier ceramic-history literature which tended to focus on the Staffordshire producers, with limited awareness of how the
identity of importers and dealers influenced what products were sold, and their individual approaches to marketing.

Methodology
Within a context of historical marketing research, this paper analyses newspaper advertising and commentary. It combines an examination of marketing practices with a wider consideration of the cultural identities of ceramic importers and dealers. The digitalization of historical records, combined with sophisticated search engines, makes it more feasible to examine a broader range of sources. Thus, modern research methods can enhance our understanding of production and demand, and reveal how marketing strategy was diverse.

Findings
Awareness of how advertising was influenced by the backgrounds and socio-political views of importers and dealers demonstrates ways in which Anglo-American ceramic trade could be far more market-led. More significantly, marketing approaches were not necessarily responding to
American demand, but rather that importers could engage in commissioning goods which reflected their own views on politics, religion or slavery.

Originality/value
Examining the advertising of importers demonstrates the complex relationship between production and ceramic demand. Thus, this paper opens up debates as to how far the advertising of other merchandise in the United States shows evidence of taking a more individual approach by the nineteenth-century.

Key words Advertising, ceramics, Staffordshire, politics, Baptist, slavery.
Paper type Case-study