The Evolution of Media Advertising.docx - The Evolution of Media Advertising 1 Enilse Ramirez Research Paper “The Evolution of Media Advertising”

The Evolution of Media Advertising.docx - The Evolution of...

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The Evolution of Media Advertising 1 Enilse Ramirez November 20, 2017 Research Paper “The Evolution of Media Advertising” Introduction to Mass Communications 100 Professor Beltran Advertising can be dated to the beginning of civilization with word-of mouth advertising and carvings in steel by Egyptians to showcase public notices however, the true highlight of
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The Evolution of Media Advertising 2 advertising in society is its continual evolution which is why it has remained and will remain in our everyday lives. Advertising in mass media has evolved from having one simple objective of informing people about products and services to being a highly sophisticated and personalized tool of persuasion throughout several mass media outlets. Advertising has evolved from the limited print media to digital media and even revolutionary interactive social media. The first mass media was the people’s medium which is better known as the newspaper. This mass media gave advertisers the ability to put their advertisements in print and be distributed. Even though there were earlier versions of the newspaper the one which integrated advertising as a way to fund itself was the Pennsylvania Gazette in 1792. Earlier versions, which were colonial newspapers, died off quickly due to their expensive prices. Colonial Newspapers were funded by government subsidies therefore, the content was government controlled. The Pennsylvania Gazette developed advertising support because it was not afraid to criticize those in authority. However, the major boom to advertisement in newspapers was the Penny Press. The Penny Press was a one-cent news paper which attracted large readership with its inexpensive price.It became appetizing to advertisers because of their large readership. Advertising revenue is what kept the Penny Press and many other newspapers afloat. The next mass media to emerge was the magazine. The magazine offered colorful visuals to the advertising world. Magazine specialization lead to demographically similar readership of publications which attracted advertisers. Advertisers wanted to target ads for their products and services to those most likely to respond to them. The Magazine industry has several strategies to keep attracting advertisers and work to keep improving and developing new ones. Some of the
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The Evolution of Media Advertising 3 better known techniques are Split runs and single-sponsor magazines. Split runs are special versions of an issue with varying ads depending on specific demographics and single-sponsor magazines are magazines which have only one advertiser throughout an entire issue. Advertising in magazines is very famous till this day. 10% of all the dollars spent on major media advertising in the country go to magazine advertising.
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