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

ISBN-13: 9781032083353 / Angielski / Miękka / 2021 / 186 str.

Zoe Sherman

Opis

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.

Spis treści

Preface AcknowledgementsChapter 1 — Introduction: Audience Attention as Commodity, Commodification as Historical ProcessAudience Attention as CommodityCommodification as Historical ProcessAudience Attention as a Fictitious CommoditySectors of the Audience Attention MarketMass mediaOutdoor advertisingDirect mailThe Dramatis PersonaeWho We the Advertisers? Why Did Their Sales Practices Change?Who Were the Advertising Professionals? What Were Their Business Practices?Who Were the Consumers?The DramaConflicting and Complementary InterestsEngaging the StateGrowthConclusion Chapter 2 — Packaging Readers: Newspaper and Magazine AdvertisingIntroductionNewspaper Readers as an Incompletely Tapped ResourceMagazines, Mass Culture, and the Expanded Production of AudiencesPricing Audiences and Dividing the SpoilsIncreasing Efficiency and Intensifying Resource UseExtensive Mining of AttentionIntensive Mining of AttentionAdvertising Professionals Advocate Changed Business Practices for Advertisers and PublishersConclusionChapter 3 — Pricing the Eyes of Passersby: Outdoor AdvertisingIntroductionThe Outdoor Advertising Supply ChainMonopolyEfficiency Gains: Lowering the Cost Per GazeAudience CompulsionMaterial InputsSequential Rents in Outdoor AdvertisingUrbanization and the Governance of Public SpaceConclusionChapter 4 — Home Invasion: Advertising Delivered Door-to-DoorIntroductionMining Data to Compile the Mailing ListSocial Barriers to Data CollectionThe Mailing List as Asset and as CommodityMailing List Operating CostsCreative ContentPaperPrintingAddressing and MailingTechnologies and Labor Processes in the Information EconomyEncoding InformationOffice WorkersMechanized Information ProcessingAudience ControlApproaching the Supply Chain as Supplicant or DisciplinarianDisciplining the ProfessionConclusionChapter 5 — Conclusion: Multimedia Demands on the Resource of AttentionAdvertising of All SortsBillboards vs. NewspapersDecade of conflict: the 1890sDétente: after 1900Direct Mail Enters the FrayNew Media Since 1920Contested Property Rights in AttentionAttention Ownership Claims of the InterceptorsAttention as a Common ResourceLiving in the Attention Commons

O autorze

Zoe Sherman is Assistant Professor of Economics at Merrimack College. Her scholarly writing has appeared in Rethinking Marxism, Forum for Social Economics, and other peer reviewed publications. Her popular writing appears regularly in Dollars & Sense magazine.