From Then ‘Til Now – Legends of America
In every field, true legends emerge as authorities, combining experience and skill to create defining works. Early 19th-century American advertising was no different, with pioneers crafting print advertisements primarily for books, newspapers, and medicines, leveraging advances in printing and a shift away from "old world" cures.
Origins
Volney Palmer, a Philadelphia native, established the first advertising agency in America in 1841. His company brokered and sold ad space in early magazines and newspapers. By the late 19th century, advertising businesses began to resemble the agencies we know today, offering advertising, marketing assistance, and graphic illustrations for various publications.
The availability of ad space in newspapers grew rapidly. The Boston Transcript published 19,000 ads in 1860, 87,000 in 1900, and 237,000 in 1918, reflecting the increasing importance of advertising.
The First Legend
George P. Rowell, a pivotal figure, authored what is considered the first book specifically aimed at the advertising business. In 1865, he opened an advertising agency in Boston, Massachusetts. Rowell’s creation of the American Newspaper Directory in 1869 provided essential publication figures for newspapers nationwide, becoming a crucial tool for early American advertising.
In 1870, Rowell published The Men Who Advertise: An Account of Successful Advertisers, Together with Hints on the Methods of Advertising. This manual was a significant contribution, alongside N.W. Ayer & Son’s The Science of Advertising: A Manual for Advertisers, published in 1874.
A Growing Need
After 1870, industrialization significantly increased the need for advertising as companies sought to distribute products to a growing market. Businesses aimed to recruit workers as consumers of factory products. The concept of the "Company Store" emerged, highlighting the connection between production and consumption.
Total advertising spending in the U.S. rose from $200 million in 1880 to nearly $3 billion by the turn of the century. In the late 1800s, approximately 150 companies each spent around $50,000 on advertising, equivalent to $1.3 million today.
By contrast, advertising spending in 2017 exceeded $205 billion, largely due to the rise of internet advertising, which surpassed TV spending at $192 billion. Approximately 95% of American consumers now shop online, a stark contrast to the use of physical catalogs in early America.
Today, consumers experience ad fatigue, leading to the widespread use of ad-blocking software, which costs businesses an estimated $22 billion annually. These trends highlight the significant changes in the advertising industry compared to its early American origins.
Knowledge & Power
Few books outlining the advertising process were published in early America until nearly a decade later. Eventually, smaller instruction manuals appeared, but none were as comprehensive as the works of Rowell and Ayer until around 1900.
Specialty manuals on sign painting, copywriting, window display design, and advertising psychology were published. Later, topics such as advertising economics and media, tailored to specific industries, emerged.
Around 1905, Rowell reflected on his four-decade career and wrote Forty Years An Advertising Agent, considered the first memoir by an expert in early American advertising. Early advertising incorporated clever designs and copy reflecting the era, styles that continue to inspire modern online websites.
Conclusion
While comprehensive records of early American advertising are scarce, works by notable figures like Ernest Elmo Calkins and Roy Durstine, as well as promotional books for advertising agencies and product companies, remain available. Publications illustrating the outdoor advertising industry can also be found with diligent research.
Detailed Elaboration:
Early Advertising Landscape (19th Century):
The genesis of American advertising in the early 19th century was primarily rooted in print media. Advertisements were strategically placed in newspapers and emerging magazines to promote books, newspapers, and patent medicines. These medicines were marketed as modern alternatives to traditional remedies, reflecting a cultural shift towards embracing innovation and progress. The expansion of the printing press made these publications more accessible, which in turn fueled the growth of advertising.
Volney Palmer’s Pioneering Role:
In 1841, Volney Palmer, a native of Philadelphia, Pennsylvania, established what is recognized as the first advertising agency in the United States. Palmer’s agency served as a broker, buying and selling advertising space in newspapers and magazines. This innovative approach laid the groundwork for the modern advertising industry.
Evolution of Advertising Agencies:
By the late 19th century, advertising agencies began to evolve into entities that closely resemble their modern counterparts. These agencies offered a comprehensive suite of services, including advertising strategy, marketing consultation, and the creation of graphic illustrations for advertisements. This marked a significant step beyond simply brokering ad space.
Expansion of Advertising Space:
The volume of advertising space in newspapers experienced exponential growth throughout the 19th century. For instance, the Boston Transcript saw an increase from 19,000 ads in 1860 to 237,000 ads in 1918. This surge reflected the growing importance of advertising as a tool for businesses to reach consumers.
George P. Rowell: A Trailblazer:
George P. Rowell is considered a seminal figure in the history of American advertising. He authored what is often cited as the first book dedicated to the advertising business. In 1865, Rowell established an advertising agency in Boston, Massachusetts, further solidifying his influence.
American Newspaper Directory:
Rowell’s most enduring contribution was the creation of the American Newspaper Directory in 1869. This directory was the first systematic effort to compile and publish circulation figures for newspapers across the United States. It provided advertisers with crucial data for making informed decisions about where to place their ads.
Early Advertising Manuals:
In 1870, Rowell published The Men Who Advertise: An Account of Successful Advertisers, Together with Hints on the Methods of Advertising. This manual offered insights into effective advertising strategies and profiles of successful advertisers. Around the same time, N.W. Ayer & Son published The Science of Advertising: A Manual for Advertisers, further contributing to the development of advertising as a recognized discipline.
Impact of Industrialization:
The rapid industrialization of the United States after 1870 spurred significant growth in the advertising industry. As factories increased production, businesses needed to reach a wider audience to sell their goods. Advertising became essential for recruiting consumers and promoting the benefits of mass-produced products.
Growth in Advertising Spending:
Advertising spending in the U.S. grew from approximately $200 million in 1880 to nearly $3 billion by the early 20th century. While only around 150 companies engaged in significant advertising in the late 1800s, their average expenditure was about $50,000, equivalent to $1.3 million today.
Shift to Digital Advertising:
In the modern era, advertising spending has surged to over $205 billion in 2017, driven primarily by the rise of internet advertising. Online advertising has surpassed TV advertising, accounting for $192 billion. This shift reflects the increasing prevalence of online shopping, with approximately 95% of American consumers now making purchases online.
Ad Fatigue and Ad Blockers:
Consumers are increasingly experiencing ad fatigue, leading to the widespread adoption of ad-blocking software. This trend costs businesses an estimated $22 billion annually, as many ads are not seen by users who employ ad blockers.
Evolution of Advertising Literature:
Following the publication of early manuals by Rowell and Ayer, there was a period of relative scarcity in comprehensive advertising literature. However, around 1900, a new wave of specialized manuals emerged, covering topics such as sign painting, copywriting, window display design, and advertising psychology.
Rowell’s Memoir:
In 1905, George P. Rowell wrote Forty Years An Advertising Agent, which is considered the first memoir by an expert in early American advertising. This book provided valuable insights into the early days of the industry and Rowell’s personal experiences.
Preservation of Early Advertising Records:
While comprehensive records of early American advertising are relatively scarce, the works of notable figures like Ernest Elmo Calkins and Roy Durstine, as well as promotional materials for advertising agencies and product companies, have been preserved. These resources offer valuable glimpses into the evolution of advertising in America.
This detailed article provides a comprehensive overview of the history of American advertising, from its humble beginnings in the early 19th century to its modern form. It highlights the key figures, trends, and publications that shaped the industry.