Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Modern Advertising and the Market for Audience Attention: The Us Advertising Industry's Turn-Of-The-Twentieth-Century Transition

Modern Advertising and the Market for Audience Attention: The Us Advertising Industry's Turn-Of-The-Twentieth-Century Transition

Sherman, Zoe

Hardcover

Series: Routledge Explorations in Economic History

AccountingEconomics

ISBN10: 1138201545
ISBN13: 9781138201545
Publisher: Routledge
Published: Dec 4 2019
Pages: 172
Weight: 0.97
Height: 0.50 Width: 6.14 Depth: 9.21
Language: English

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.

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