Skip to content

Research at St Andrews

News, neighbours, and commerce: newspaper advertising in the information culture of the Dutch Republic

Research output: Contribution to journalArticlepeer-review


Open Access permissions



School/Research organisations


The Dutch did not invent the newspaper – their genius lay, as in so many aspects of industry, in the refinement of the mechanisms of production and sale so as to maximise efficiency and profits. One of their imaginative contributions was the early adoption of paid advertising. The first advertisements appear in Dutch papers within years of their establishment, and by the middle of the century, many tradesmen and professional groups were beginning to recognise the benefit of using the newspaper to advertise their goods and services. Increasingly, too, the advertisements were mingled together with various sorts of public announcements, placed either by official bodies or private citizens: the notification of an upcoming market, appeal for help in the search for a missing child or fugitive servant, the offer of a reward for the return of lost or stolen goods. This article focuses on these public announcements; more specifically, it investigates the contribution made by newspaper advertising to the domestic information culture of the Dutch Republic.


Original languageEnglish
Pages (from-to)103-118
JournalEarly Modern Low Countries
Issue number1
Publication statusPublished - 3 Sep 2018

    Research areas

  • Newspapers, Dutch Republic, Advertising, Public announcements, Plague, Crime, Markets, Almanacs

Discover related content
Find related publications, people, projects and more using interactive charts.

View graph of relations

Related by author

  1. Forms, handbills and affixed posters: surveying the ephemeral print production of the seventeenth-century Dutch Republic

    Pettegree, A. & der Weduwen, A. T., 4 Jun 2020, In: Quaerendo. 50, 1-2, p. 15-40 26 p.

    Research output: Contribution to journalArticlepeer-review

  2. How Dutch ‘Mad Men’ of the 17th century created the advertising industry

    der Weduwen, A. & Pettegree, A., 15 Apr 2020, The Conversation.

    Research output: Contribution to specialist publicationArticle

  3. News, business and public information: Advertisements and announcements in Dutch and Flemish newspapers, 1620-1675

    der Weduwen, A. (ed.) & Pettegree, A. (ed.), 16 Mar 2020, Leiden: Brill. 668 p. (Library of the written word; vol. 78)

    Research output: Book/ReportBook

  4. The Dutch Republic and the birth of modern advertising

    der Weduwen, A. & Pettegree, A., 20 Feb 2020, Leiden: Brill. 322 p. (Library of the Written Word; vol. 77)

    Research output: Book/ReportBook

  5. The bookshop of the world: making and trading books in the Dutch golden age

    Pettegree, A. & der Weduwen, A., 2 Apr 2019, New Haven, CT: Yale University Press. 485 p.

    Research output: Book/ReportBook

Related by journal

  1. Competition, choice and diversity in the newspaper trade of the Dutch Golden Age

    der Weduwen, A. T., 3 Sep 2018, In: Early Modern Low Countries. 2, 1, p. 7-23

    Research output: Contribution to journalArticlepeer-review

ID: 256579130