JOURN 3000 1st Edition Lecture 11 Outline of Last Lecture I Penny Press Outline of Current Lecture I Ads Current Lecture Ad Content Retail style advertising Patent medicines Reading Notices Appear as news content Tell a story Ad content sometimes tailored to specialty publications Elizabeth Cady Stanton s Revolution 1868 1870 Ad Design Structure Other venues Posters Handbills Trade cards Pamphlets Outdoor signage Ads become more visual lean toward the end of the century These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Ads tell stories testimonials Ad slogans You press the button we do the rest Advertising Practices Organization Pre History Early History Advertising handled by publisher editor or clerk Agents worked for the publisher editor took subscriptions and advertisements other duties Early agents are postmasters fellow editors later agents are businessmen and lawyers Agent status free agents and authorized agents Problem of fake agents Lack of uniform currency First ad agent Volney B Palmer Newspaper family coal real estate canal agent Entered advertising in 1842 as an agent for country newspapers Opened offices in Philly NYC Boston Baltimore Volney B Palmer Sought to benefit both the advertiser and the publisher Palmer received a 25 commission from the publisher Took some copy writing from the advertisers Palmer sells his system of advertising Eventually represented 1 300 newspapers allowed merchants to be selective
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