This monograph examines the life of Volney B. Palmer, who was the prototype of the modern advertising person. The first section discusses his background and early experience in Pennsylvania. The second section discusses the American Newspaper Agency, established as the first advertising agency in 1842. The third section examines the kind of man…

This is one of several papers presented at a Federal Trade Commission Symposium on Media Concentration. Local newspaper monopolies exist in over 97% of U. S. cities. However, inevitable economic forces are not the only cause of monopoly as some have suggested. Two other contributors to monopoly have been economic practices by daily newspapers and…

Suggests several ideas for getting and producing advertisements in the school newspaper. (TO)

The study reported in this paper was designed to determine how consumers perceive the newspaper and how they use it; specifically, how well read is newspaper advertising and how do readers of a small daily newspaper feel about advertising content. A team of trained, paid interviewers collected data in two waves, one week apart, from a random…

Using data published by "Editor & Publisher," annual reports, and confidential material made available by publishers, this paper examines budgets for papers of varying sizes from 1947 to 1974. While expenses have been increasing more rapidly than revenue since 1947, newspapers are above average in rate of return on revenue. Earnings of 15% after…

Campaign workers paid significantly greater heed to both newspaper and television advertising of political candidates than did the voting public. (RB)

"Several years ago an unpublished study reported that 85 per cent of established ETV stations (on-the-air two years or longer and replying to the questionnaire) used newspaper advertising for program promotion. The CPB commissioned the study reported here to determine the effects of such newspaper advertising on ETV audience size."…

Contends that West European newspapers face competition for advertising revenue from cable systems which possess greater potential to provide new outlets for media advertisers. (RB)

The report summarizes findings of a detailed study to test the feasibility of determining whether want ads in daily newspapers are (1) an accurate reflection of local labor markets and (2) of significant use to employers and job seekers. The study found that want ads are a limited source of information about local labor markets. They are of some…

Suggests that the frequency of newspaper political advertisements could be used as an index of voter stimulation at election time. (RB)

The purpose of this paper is to help identify newspaper advertisements which fall under the protection of the First Amendment. Although the Supreme Court declared in 1942 that advertisements which propose a purely commercial transaction were not protected by the First Amendment, in 1976 it decided that commercial expression, like other forms of…

This is one of several papers presented at a Federal Trade Commission Symposium on Media Concentration. It expresses views of the National Association of Advertising Publishers regarding problems that publishers of advertising shoppers and free newspapers encounter from chain-owned newspapers. Shoppers and free newspapers are described and…

The concept of the agenda setting function of the mass media holds that apart from any influence they may have on voter attitudes or behavior, the mass media apparently influence voters' perceptions of the importance of the issues. The agenda setting function of the mass media is analyzed for significance in this investigation. A panel study of…