JOURN 3000 1st Edition Lecture 11Outline of Last LectureI. Penny PressOutline of Current LectureI. AdsCurrent LectureAd 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, 1868-1870Ad 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 restAdvertising 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
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