COMM 287 Lecture 8: Comm 287 Lecture 8
Document Summary
The invention of advertising: periods of advertising, space jobber 1850s to 1890s, dealing with space in newspapers and magazines. Trying to fil these spaces: not dealing with product, 1890. 4,000 manufacturers wanted to advertise nationally: 1900. Lack of information in the marketplace to be able to do what they want to do. Newspapers still very regionalized (as was the country) Hard to tell what"s happening in boston when you live in. Leads to confusion in the marketplace: advertising agents (active bridge between business and media) Brings the needs of manufacturers together with the needs of the media. Agents do not act for themselves, they act for the agency: quote 1 (leiss et al) Agencies went from doing almost nothing to standing between publishers and the advertisers. Bargained with them for the best deal on advertising space. Businesses were unclear about whether they were getting a good deal through the agents.
