Abstract

This article explores the enticement of consumers for natural philosophy in London between 1695 and 1720 through advertisements placed in two political newspapers. This twenty-five-year period witnessed both the birth of public science and the rage of party politics. A consideration of public science adverts within the Whig-leaning Post Man and the Tory-leaning Post Boy reveals that members of both the Whig and Tory parties were equally targeted and that natural philosophy was sold to London's reading population in bipartisan fashion. In the process of integrating natural philosophy into the wider culture through commercial sales, political allegiances were not imprinted on the advertising process. This conclusion raises questions regarding the historiographical assertion of Whig-supported public science and Tory opposition to it at the level of consumers