Modern Advertising and the Market for Audience Attention - 9781138201545

Taylor & Francis

Modern Advertising and the Market for Audience AttentionThe US Advertising Industry's Turn-of-the-Twentieth-Century Transition\nAuthor(s): Zoe Sherman\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781138201545, 978-1138201545\nSynopsis\nModern 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. \n\nThis 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 industrys professional journals and the business press, chapters on the development of print media, billboard, and direct mail advertising illustrate the struggles amongst advertisers, intermediaries, audienc.