news, photography, advertising mit2000. 10/8/2015mit2000newspapers2 yellow press/mass/entertainment...
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News, Photography, News, Photography, AdvertisingAdvertisingMIT2000
04/21/23 MIT2000Newspapers 2
Yellow Yellow Press/Mass/Entertainment Press/Mass/Entertainment NewspaperNewspaperJoseph Pulitzer (World), 1883-
1. Advertising over subscription
2. Sensationalism
1. Local news, crime, scandal
3. Entertainment
4. Self-Advertising
5. Illustrations
6. Large Headlines
7. ‘Use-paper’
8. Commuter Friendly
9. Lead/Inverted Pyramid
04/21/23 MIT2000Newspapers 3
Mass/Entertainment Mass/Entertainment Newspaper (CDA)Newspaper (CDA)Hugh Graham Montreal Star
1880sJohn R. Robertson Toronto
Telegram1. Advertising2. Higher Costs3. Local news (crime, scandal)4. Entertainment over
information function
04/21/23 MIT2000Newspapers 4
From Civic to Mass From Civic to Mass NewspaperNewspaperCivic Newspaper (1820-
1890)
(Democratic Sociability)
1. Political advocate
2. Public defender
3. Public responsibility
4. Civic education
5. Editor-publisher, small shop
6. Opinion-making
1. Editorial pages
7. Public record of legislative proceedings
8. “public utility”
Mass Newspaper (1890-)
1. Commercial Enterprise
2. Advertising reliant
3. Corporations & Chains (Southam, Sifton, Thomson)
4. Heavily capitalized
5. Decline of editorial pages
6. Less partisan
7. higher circulation, fewer newspapers
8. READERSHIP OVER PARTISANSHIP
04/21/23 MIT2000Newspapers 5
Space-Biased Media Space-Biased Media (Innis)(Innis)1. Dialectic
1. liberty & monopolies of knowledge2. Printing Press
2. Balance: 1. time/space 2. centrifugal/centripetal3. democratic society
04/21/23 MIT2000Newspapers 6
Newspaper: SummaryNewspaper: SummaryCorantosPress FreedomDemocracy/Responsible GovernmentPostal SystemPolite Sociability/Democratic SociabilityCivic Newspaper/Mass NewspaperPublic Opinion/Commercial ProfitCirculation/Subscription/AdvertisingNews as Commodity
MIT202-Magazines 7 04/21/23
Early PhotographyEarly Photography
Daguerreotype, 1839◦ unique image
wet plate process, 1850s◦ multiple prints from single
glass negativedry plate process, 1870s
◦ no more portable darkrooms
◦ George Dawson
Photographic PortraiturePhotographic Portraiture
Mathew Brady1840s -1870sNationalismCitizenshipCharacter
Democratic PortraitureDemocratic Portraiture
Middle Class and Working-class Reach
Individual as Coherent Self
Symbol of Inner SelfKeepsake of
deceased
The Living DeadThe Living Dead
Seeing, Believing: War Seeing, Believing: War DocumentaryDocumentaryBurden of TruthCivil War,
1861-65M. BradyA. Gardner/T.
O’SullivanOrchestrated
Realism
Social DocumentarySocial Documentary
Jacob Riis◦“How the Other
Half Lives”, 1890Affect Social
ChangeReform
MovementCultural “Other”
MIT202-Magazines 13 04/21/23
Kodak Camera, 1888Kodak Camera, 1888
1. George Eastman2. hand-held, point-and-
shoot box camera3. Portability/Affordability4. amateur users5. autobiographical record6. Time Machine/Time
Bias?7. Nostalgia
Early Photojournalism, Early Photojournalism,
1. Technological changes, 1880s/90s
2. Engraved to Half-tone reproduction
3. ‘reality’/authenticity
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MIT202-Magazines 15 04/21/23
Photo-JournalismPhoto-Journalism
1. Flash photography2. Camera improvements (Kodak);
snap-shot camera, fast drying gelatin plate,
3. Movement/action photography4. Photo-journalist: wars, disasters,
public events
MIT202-Magazines 16 04/21/23
Photo-JournalismPhoto-Journalism
1. Wirephoto, 19212. Flash bulbs, late 1920s3. Photo Agencies
1. Bain’s News Picture Service
4. Veracity/immediacy
Photography’s Rapid Photography’s Rapid UptakeUptakeMechanical
ProcessSelf-
Representation◦ Individual/familial
Realism/Objectivity
23-04-21 MIT3214 18
Advertising// Patent Advertising// Patent MedicinesMedicines1. Herbal compounds,
tonics, liniment oils1. “Dr. Duponco’s
Golden Periodical Pills”
2. “Hamlin’s Wizard Oil”
2. 1804: 80; 1860: 1,500 +
3. Gout, fallen arches, liver disease, etc.
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Advertising OrientedAdvertising Oriented
1. ad-to-sales ratios: 40%+
2. national advertisers3. pioneer brands/
trademarks4. 1/2 newspaper
ads1860; 1/3 -1890 5. “red clause” contracts
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Patent Medicine OpponentsPatent Medicine Opponents
1. Professional Medicine (AMA/CMA)
2. Magazine Publishers
3. Corporate Mass Advertisers
Reasons:
1. Consumer Fraud
2. Public Health
3. Public Decency
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““Modern” Corporate Modern” Corporate Advertisers Advertisers Campbell’s Soup
(1869) Procter & Gamble
◦ Ivory Soap (1879)Coca Cola (1886)KodakGilletteSocial Legitimacy
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Corporate Advertising, 1880-Corporate Advertising, 1880-192019201. Rising Population (US)
1. 1880: 50 mil; 1920 106 mil.
2. Urbanization (2,500+)1. 1880: 28%; 1920; 51%
3. Higher Per Capita Income:1. 1880: $147; 1920: $6392. discretionary spending
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Second Industrial Revolution, Second Industrial Revolution, post- 1860spost- 1860s1. Large-scale factory
system 2. Coal replaces
wood/water3. Iron/steel industries4. Economies-of-scale
production5. Capital-intensive/high
fixed costs
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Retailer-Advertiser Power Retailer-Advertiser Power StruggleStruggle1. Manufacturer wrest
power from retailer via branding/advertising
2. Product Substitution3. Ivory Soap –
Manufacturer Power1. Sunshine Biscuits
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Advertising Spending (US)Advertising Spending (US)1. 1880: $104 million; 1919: $1.4
billion2. Ad share of newspaper-mag
revenue 1. 1880: 44% ; 1920: 66%
3. Number of US Daily Newspapers:1. 1854: 254 2. 1900: 2,226
4. How advertise in so many local papers?
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Advertising AgentsAdvertising Agents
George P. Rowell New England,
1865- 1. line rates2. wholesaler of white
space 1. “space jobber”2. bulk buy for
lowest price
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Space JobbersSpace Jobbers
1. Lord & Thomas
1. religious publications
2. J. Walter Thompson
1. magazines
2. exclusive access deals
3. “closed” contracts
4. Aligned with newspapers
5. Rebates, etc., if sell space full price
6. Buy space only w/ affiliated papers
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A.J. Ayer (N.W. Ayer A.J. Ayer (N.W. Ayer && Son) Son)
1. modern agency2. “open” contract
(1875)3. advertiser-oriented
service 4. commission system5. Full Service Agency
1. Media buying2. Copywriting3. Market Research