Checking the Pulse of Print Media: Fifty Years of Newspaper and Magazine Advertising Research
Gergely Nyilasy
University of Melbourne
Karen Whitehill King and Leonard N. Reid
Grady College of Journalism and Mass Communication, University of Georgia
Insights from
Scott C. McDonald
Condé Nast
INTRODUCTIONThe development of advertising as a national marketing communications force is linked directly to the rise of daily mass-circulation newspapers in the 1880s and mass-circulation magazines in the 1890s (Beniger, 1986). Though newspapers served as a local and retail advertising medium long before the 1880s, the emergence of newspapers and magazines as mass media...