Modern Advertising and the Market for Audience Attention: The US Advertising Industry’s Turn-of-the-Twentieth-Century Transition, 1st Edition eBook

Delivery: Can be download immediately after purchasing. For new customer, we need process for verification from 30 mins to 12 hours.
Version: PDF/EPUB. If you need EPUB and MOBI Version, please contact us.
Compatible Devices: Can be read on any devices.

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.

This is a digital product.

Modern Advertising and the Market for Audience Attention: The US Advertising Industry’s Turn-of-the-Twentieth-Century Transition 1st Edition is written by Zoe Sherman and published by Routledge. The Digital and eTextbook ISBNs for Modern Advertising and the Market for Audience Attention are 9781315511559, 131551155X and the print ISBNs are 9781032083353, 1032083352. Additional ISBNs for this eTextbook include 9781138201545, 9781315511573, 9781315511542, 9781315511566.