Zoe Sherman

Modern Advertising and the Market for Audience Attention (eBook, PDF)

The US Advertising Industry's Turn-of-the-Twentieth-Century Transition

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 186
• Erscheinungstermin: 5. Dezember 2019
• Englisch
• ISBN-13: 9781315511566
• Artikelnr.: 58338390

Autorenporträt

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.

Inhaltsangabe

Preface Acknowledgements Chapter 1
Introduction: Audience Attention as Commodity, Commodification as Historical Process
Audience Attention as Commodity
Commodification as Historical Process
Audience Attention as a Fictitious Commodity
Sectors of the Audience Attention Market
Mass media
Outdoor advertising
Direct mail
The Dramatis Personae
Who We the Advertisers? Why Did Their Sales Practices Change?
Who Were the Advertising Professionals? What Were Their Business Practices?
Who Were the Consumers?
The Drama
Conflicting and Complementary Interests
Engaging the State
Growth
Conclusion Chapter 2
Packaging Readers: Newspaper and Magazine Advertising
Introduction
Newspaper Readers as an Incompletely Tapped Resource
Magazines, Mass Culture, and the Expanded Production of Audiences
Pricing Audiences and Dividing the Spoils
Increasing Efficiency and Intensifying Resource Use
Extensive Mining of Attention
Intensive Mining of Attention
Advertising Professionals Advocate Changed Business Practices for Advertisers and Publishers
Conclusion Chapter 3
Pricing the Eyes of Passersby: Outdoor Advertising
Introduction
The Outdoor Advertising Supply Chain
Monopoly
Efficiency Gains: Lowering the Cost Per Gaze
Audience Compulsion
Material Inputs
Sequential Rents in Outdoor Advertising
Urbanization and the Governance of Public Space
Conclusion Chapter 4
Home Invasion: Advertising Delivered Door
to
Door
Introduction
Mining Data to Compile the Mailing List
Social Barriers to Data Collection
The Mailing List as Asset and as Commodity
Mailing List Operating Costs
Creative Content
Paper
Printing
Addressing and Mailing
Technologies and Labor Processes in the Information Economy
Encoding Information
Office Workers
Mechanized Information Processing
Audience Control
Approaching the Supply Chain as Supplicant or Disciplinarian
Disciplining the Profession
Conclusion
Chapter 5
Conclusion: Multimedia Demands on the Resource of Attention
Advertising of All Sorts
Billboards vs. Newspapers
Decade of conflict: the 1890s
Détente: after 1900
Direct Mail Enters the Fray
New Media Since 1920
Contested Property Rights in Attention
Attention Ownership Claims of the Interceptors
Attention as a Common Resource
Living in the Attention Commons