Advertising Media and Markets (1939)
Title: “Advertising Media and Markets”
Author: BEN DUFFY
Publisher: NEW YORK: PRENTICE-HALL, INC.
Year of Publication: 1939
LOC Catalog Entry: http://lccn.loc.gov/39003094
Copyright Status: Public Domain in the United States and countries following the rule of the shorter term
IN JANUARY, 1919 three young men who had been reasonably successful in working for other people decided to go to work for themselves. They rented a small office, induced a bank to lend them $10,000 (for which they had to pledge their wives’ names as well as their own), and hired fourteen people. The name of the new concern was Barton, Durstine, and Osborn, Incorporated; one of the youngest employees was Ben Duffy.
As the outfit grew, Ben Duffy moved up until he was in charge of the so-called Space and Media Department, where he has supervised the purchase of enough million dollars worth of advertising to be impressive, even in these days of large figures. Space buying at first was done pretty much on a rule of thumb basis. The buyer tried in various ways to find out the circulation of the newspaper or magazine; he rode around and looked at the locations of the billboards and tried to guess how many people passed by; or he inquired among his friends as to which radio station gave the best entertainment or what program they liked best.
Gradually definite information and scientific methods began to take the place of guesswork. The Audit Bureau of Circulations (established in 1914) eliminated false claims and discouraged uneconomic methods; magazine and newspaper studies developed surprising information as to what advertisements are most read, the age and sex of the readers, and the degree to which various sections of the publication enjoy popularity. A number of different checking services began to give the low-down on the listening habits of radio . families, while sales engineers, university schools of business, and the United States Government itself all entered upon the fascinating study of where the people are, what they are, and why they do as they do.
The space buyer awoke to find himself not only possessed of accurate instruments, but almost embarrassed by their number and complexity. It became an established fact that expert space buying could make $100 do the work of $125 or $150 or $200 inexpertly handled. The space buyer’s job became a service of high economic importance.
Ben Duffy has been a part of this progress and has contributed to it in no small degree. Thousands of space sellers have, called at his office—all the way down from the high-priced veterans to the nervous cubs. No one was ever turned away without a hearing; no one was ever treated curtly. Their friendship has redounded greatly to the benefit of his associates.
For four years Ben Duffy has worked to put his knowledge and experience into a book that could be used both by practising advertising men and by teachers and students of advertising. The result is this volume of nearly 500 pages. As a pioneer in its field it is likely to enjoy immediate success; but it is so complete and so abounding in data and illustration that it should long hold a position of authority. The advertising world has needed it.
TABLE OF CONTENTS:
1. THE DEVELOPMENT OF AN ADVERTISEMENT 1
2. THE MARKET: IMPORTANCE OF PEOPLE 21
3. CHOOSING THE MEDIA JO
4. NEWSPAPERS 69
5. NEWSPAPER RATES ’.. 91
6. MAGAZINES 110
7. BUSINESS PAPERS 147
8. FARM PAPERS • 166
9. OUTDOOR MEDIA 179
10. RADIO ADVERTISING 199
11. MAGAZINE AND NEWSPAPER POSITION 230
12. CIRCULATION 258
13. COOPERATIVE ADVERTISING •. 278
14. SELLING THE CAMPAIGN TO THE DEALER 291
15. JUDGING MEDIA BY INQUIRIES 297
16. THE ADVERTISING APPROPRIATION 306
17. How RATE ECONOMY IS COMPARED 319
18. THE ADVERTISING SCHEDULE 326
19. PAGE SIZES AND COLOR PAGES 342
I Analysis of ABC Reports 355
II Standard Rate and Data Service 402
III Sources of Newspaper, Magazine, and Radio Statistics 409
IV Measuring Radio Circulation 415
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