Partisan Politics, Market Research, and Media Buying in Canada, 1920
During the 1910s, the Canadian newspaper industry consolidated as dailies closed, chains formed, and rivals cooperated through press associations and news services. The standard explanation for these changes links them to trends in the national economy. Developments in the advertising trade may offe...
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| Veröffentlicht in: | Journalism & mass communication quarterly 2006-12, Vol.83 (4), p.917-932 |
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| container_title | Journalism & mass communication quarterly |
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| creator | Johnston, Russell |
| description | During the 1910s, the Canadian newspaper industry consolidated as dailies closed, chains formed, and rivals cooperated through press associations and news services. The standard explanation for these changes links them to trends in the national economy. Developments in the advertising trade may offer a better explanation. Traditionally, advertisers used papers that shared their political leanings. As advertising agencies adopted new media buying practices, however, they claimed to use only papers with high circulation. This research tests their claims empirically to see where five politically partisan agencies placed their ads in 1920. |
| doi_str_mv | 10.1177/107769900608300412 |
| format | Article |
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| ispartof | Journalism & mass communication quarterly, 2006-12, Vol.83 (4), p.917-932 |
| issn | 1077-6990 2161-430X |
| language | eng |
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| source | SAGE Complete; Alma/SFX Local Collection |
| subjects | Advertising Advertising agencies Canada Competition Consumers Content analysis Editorials Historical analysis Marketing Media Media planning & buying News News Writing Newspaper industry Partisanship Political parties Press Print advertising Printed Materials Sales territories Technology adoption |
| title | Partisan Politics, Market Research, and Media Buying in Canada, 1920 |
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