Catalogue


Modern advertising and the market for audience attention [electronic resource] : the US advertising industry's turn-of-the twentieth-century transition /
Zoe Sherman.
imprint
Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2020.
description
pages cm
ISBN
9781138201545, 9781315511573
format(s)
Book
More Details
author
imprint
Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2020.
isbn
9781138201545
9781315511573
restrictions
Licensed for access by U. of T. users.
abstract
"Modern advertising was created in the US between 1870 and 1920 when advertisers and the increasingly specialized advertising industry that served them crafted means of reliable access to and knowledge of audiences. This highly original and accessible book re-centers the story of the invention of modern advertising on the question of how access to audiences was streamlined and standardized. Drawing from late-nineteenth and early-twentieth-century materials, especially from the advertising industry's professional journals and the business press, chapters on the development of print media, billboard, and direct mail advertising illustrate the struggles amongst advertisers, intermediaries, audience-sellers, and often-resistant audiences themselves. Over time, the maturing advertising industry transformed the haphazard business of getting advertisements before the eyes of the public into a market in which audience attention could be traded as a commodity. This book applies economic theory with historical narrative to explain market participants' ongoing quests to expand the reach of the market and to increase the efficiency of attention harvesting operations. It will be of interest to scholars of contemporary American advertising, the history of advertising more generally, and also of economic history and theory"--
catalogue key
13134092
 
Includes bibliographical references and index.

  link to old catalogue

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