Benjamin Franklin: America’s First “Mad Man”

Believe it or not, Ben Franklin was America’s original “Mad Man.”

A Founding Father, yes, but also a pioneer in advertising and publishing. Franklin wrote, sold, and distributed ads when the idea of advertising barely existed. He used his printing press to publish more ads than any colonial newspaper, making him a true innovator.

Paving the way

In 1741, the first known magazine ad appeared in Franklin’s General Magazine. He transformed newspapers and magazines into marketing powerhouses. Even today, The Saturday Evening Post remains a testament to his vision.

Franklin was a master of sales, promotion, and public relations. In a time with no advertising rules and barely any public ads, he wrote compelling copy and placed ads prominently, so business owners could see for themselves the power of reaching readers directly.

Master of marketing

His Pennsylvania Gazette became the colony’s most widely read newspaper, thanks to Franklin’s clever mix of hard news and advertising. The Gazette contained more advertisements than any other colonial era publication.  Old Ben even used ad revenue to offset costs and lower the consumer price of each paper, brilliantly aligning business and readership.

He was America’s original “Voice of Influence,” selling products, programs, democracy, and the idea of America itself. Poor Richard’s Almanack, under the pseudonym Richard Saunders, mixed wit, wisdom, and subtle marketing, teaching frugality and smart spending.

Today, Franklin is rightly called the “Patron Saint of Advertising.” He helped found a nation, and, in his spare time, invented the blueprint for American advertising. 

In every sense, Benjamin Franklin was America’s first Mad Man.