By Theodore Peterson

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Chapter 2 Advertising: Its Growth and Effects Between 1900 and 1955, magazine publishing was profoundly affected by changes in the American economy, particularly those in the distribution of consumer goods which led to the growth of advertising. As advertising grew it made the magazine a p a r t of the system of marketing in the United States. This development had manifold effects on the magazine industry. It transformed the publisher from dealer in editorial wares to dealer in consumer groups as well.

As advertisers sought maximum effectiveness for their advertisements, they began using color to attract attention; to contribute toward realism in photographs of their products ; to identify their products or trademarks ; to suggest qualities associated with their products, such as warmth or coolness ; and so on. In the 1880's, color in magazines was a r a r i t y ; by the early 1930's it had become commonplace, but its big growth was after the midthirties. A reader who compared copies of magazines of 1936 with those of 1946 could see for himself how the use of four-color advertising had grown.

Rowell, Forty Years an Advertising Agent pp. 28, 410-11. (New York, 1906), 22 MAGAZINES IN THE T W E N T I E T H CENTURY bargained with publishers for large blocks of space and sold it, in smaller units, to their clients. Their prices were not standardized, and the agencies offered their clients no such services as copywriting and layout. By 1890, however, advertising agencies were profuse, and they had begun to give their clients a hand with choosing media, writing copy, and even some rudimentary market analysis.

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