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• W2320550284 abstract "It is frequently said that the newspaper of today is printed on the backs of advertisements because the price the reader pays usually does not cover the printing cost and the publisher has to depend upon the sale of advertising space for his principal revenue. The partnership between journalism and advertising is so close today that the quality and quantity of editorial matter supplied to the reader depends upon the amount of advertising that can be sold.' In the study of the historical development of journalism and advertising, it is interesting to note that the first daily established in the United States came, not because of a demand for fresh news but as a result of the pressure of advertising. The first newspapers were weeklies, and it was only when these weeklies could not handle the increasing volume of advertising that they were converted into semiweeklies. Then, as advertising volume grew still heavier, these publications were published triweekly, and finally on a daily basis.2 The history of newspaper advertising also reveals the remarkable fact that it was largely through the development of profitable advertising that editors in England and the United States were finally able to free themselves from the subsidy and control of governors and political parties.3 However, the development of newspaper advertising into a profitable undertaking came only after a long, determined struggle. The colonial printer-editors did not have to discover newspaper advertising, since English pioneers such as Houghton, Addison, and Defoe had already experimented and proved its effectiveness. But the colonial economy was largely agricultural and the few potential business advertisers were naturally skeptical of the untried medium and had to be won over gradually. The colonial printer-editors strove to overcome this skepticism by running stores on the side and advertising their own merchandise. Thus, by example, they demonstrated to commercial interests the value of advertising.4 Moreover, before advertising patronage could be built up substantially, the crude newspaper advertising technique borrowed from England had to be refined. Save for their headlines, the first advertisements were set up like regular reading matter and buried on the back page.5 The most formidable obstacle faced by the colonial editors was that of developing adequate circulation in order to make their papers effective carriers of advertising. This was difficult to accomplish since strict censorship was exercised over the early colonial newspapers. Frank publication" @default.
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• W2320550284 date "1959-01-01" @default.
• W2320550284 modified "2023-09-26" @default.
• W2320550284 title "Colonial Newspaper Advertising: A Step toward Freedom of the Press" @default.
• W2320550284 doi "https://doi.org/10.2307/3111955" @default.
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