Checking the Pulse of Print Media: Fifty Years of Newspaper and Magazine Advertising Research

This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past 50 years.

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

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Scott C. McDonald

Condé Nast


The 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...

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