The agency commission system in Britain: a first sketch of its history to 1941

Advertising agencies date back to the end of the eighteenth century. By 1819 there was in existence an accepted method of operation for this new business.

The Agency Commission System in Britain: A First Sketch of its History to 1941

David S. Dunbar

The 'commission system' is the term generally used to describe the arrangement by which advertising agencies provide services to advertisers which are paid for out of the discount, or 'commission', allowed to the agencies by the media, on purchases of space or time. Pitman's Dictionary of Advertising1, published in 1930, defined 'Advertising Agency' in these terms: 'a firm which undertakes the advertising of other firms and organisations. Its remuneration is provided by special discounts allowed by newspapers, etc, to agencies...

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