The widow, Cornelia Bradford, took into partnership Isaiah Warner in March, 1742, and they continued to publish the Mercury until October 18, 1744, when Cornelia Bradford resumed the publication alone, and until the end of 1746, when it was discontinued.
The second newspaper established in the Province was the Universal Instructor in All Arts and Science; and Pennsylvania Gazette, which continued in publication for many years, becoming the oldest newspaper in the United States a half century after its establishment.
This newspaper first appeared December 24, 1728, and was edited by Samuel Keimer, and printed on a small sheet, pot size folio, 15½ by 12½ inches.
Benjamin Franklin soon after he began business formed the design of publishing a newspaper, but was prevented by the sudden appearance of this Gazette, and was so greatly disappointed that he used his endeavors to bring it into contempt. In this he was successful, and Keimer was soon obliged to relinquish it, for a trifling consideration, and Franklin purchased the good will and fixtures.
At this time Franklin was in partnership with Hugh Meredith. The first part of the title was soon dropped and the paper was called the Pennsylvania Gazette. It soon gained reputation, and when Franklin became postmaster the Gazette enjoyed a wide circulation and liberal advertising patronage.
The partnership was dissolved in 1732, and Franklin in 1748 took into partnership David Hall.
On May 9, 1754, the device of a snake divided into parts, with the motto—“Join or Die,” appeared in this paper. It accompanied an account of the French and Indians having killed and scalped many inhabitants along the frontiers. The account was published with this device, with a view to rouse the British Colonies and cause them to unite in effectual measures for their defense and security against common enemy.
The snake was divided into eight parts to represent first New England; second, New York; third, New Jersey; fourth, Pennsylvania; fifth, Maryland; sixth, Virginia; seventh, North Carolina, and eighth, South Carolina.
The Gazette put on mourning October 31, 1765, on account of the Stamp Act, passed by the British Parliament, which was to take effect the next day. From that time until November 21 following the publication of it was suspended.
In the interim, large handbills, as substitutes, were published. When revived, it was published without an imprint until February 6, 1766, when it then appeared with the name of David Hall, only, who now became the proprietor and the printer of it.