He had wanted to be a Mason, but no one could persuade him to join any church or denomination. That there was one God who made all things and that the soul was immortal, he believed firmly. He held that “the most acceptable service to God is doing good to man.” Since all religious sects, in theory, preached the same, he never did see a reason to favor one of them above others.
Within a year or so of its inception, the Pennsylvania Gazette had the largest circulation of any paper in America. Profiting from the lessons he had learned while working for his brother James, he stressed human interest stories and local news. He ran an article on the harsh treatment of a ship captain to the Palatine immigrants. He published stories on robberies and murders, was not above poking fun at the stodgy official reports which filled the pages of Andrew Bradford’s paper, and he took up the cudgel for the freedom of the press.
Most popular of all were his “Letters from the Readers,” many of which he undoubtedly wrote himself. Thus “Anthony Afterwit” complained that his wife, who wished to play the grand lady, was ruining him. “Celia Single” scolded the Gazette editor for being partial to men. “Alice Addertongue,” another contributor, announced the opening of her shop to sell “calumnies, slanders and other feminine wares.” He ran advertisements, sometimes for runaway slaves (it would be some years before he crystallized his thinking on the evil of slavery), sometimes for a wife pleading to her husband to come home. He slipped in jokes as a good cook adds seasoning, and he refused to let the paper be used for personal quarrels.
In 1732, three years after launching the Gazette, he was ready for a new publishing venture, his celebrated Poor Richard’s Almanack. There were other almanacs published in the colonies; almanacs in fact sold almost as well as Bibles. Soon Poor Richard eclipsed them all.
Like the others, it noted holidays, changes of season, dates of fairs, gave weather information, advised the best day to gather grapes or to sow seeds. Interspersed with such data were proverbs, verses, witticisms and epigrams, some original but a great many adapted from sayings of great writers of the past, trimmed to suit an American audience:
Light purse, heavy heart. A rich rogue is like a fat hog, who never does good till dead as a log. Eat to live, and not live to eat. Nothing more like a fool, than a drunken man. To lengthen thy life, lessen thy meals. None preaches better than the ant, and she says nothing. Observe all men; thyself most. Half the truth is often a great lie. Lost time is never found again. Little strokes, fell great oaks. Nothing but money is sweeter than honey. Love your enemies, for they tell you your faults. Love your neighbor; yet don’t pull down your hedge. Don’t throw stones at your neighbors’, if your own windows are glass. The cat in gloves catches no mice. To err is human, to repent divine; to persist devilish. A brother may not be a friend, but a friend will always be a brother.
And, a tribute to Debby: “He that has not got a wife, is not yet a complete man.”
Poor Richard had something to say on practically every subject under the sun. He was in turn witty, wise, and, in keeping with the time he lived in, somewhat bawdy. No matter that he was sometimes inconsistent and contradictory, that he might praise saving money at one moment and make fun of the miser the next. Americans—farmers, businessmen, wives and workmen—chuckled at him, laughed with him, and perhaps at times took his moral lessons to heart. Many of his maxims became embedded in the American language.
Because of Poor Richard, prosperity touched the family that had hitherto known only economy and hard work. One day Franklin came down to breakfast to find that Deborah had served his bread and milk not in his usual two-penny earthenware crock, but in a china bowl. Instead of his old pewter spoon, there was one of silver.
“What is the meaning of this, Debby?”