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The earliest American advertising was in newspapers and was targeted to a small economically elite audience. The 1st successful American newspaper, the Boston Newsletter, began to solicit ads Ads then were merely simple announcements of what a show had for sale
There were no brand names Newspapers got most of their revenue from subscriptions, not from advertising. -
successful
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US
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Congress shall make no law respecting an establishment of religion,
abridging the freedom of soeech, or of the press
or the right of the people peaceful assemble and to petition the gov for redress of grievances -
Caveat emptor (let the buyer beware) was the commercial philosophy
There was little regulation of business This system is referred to as “Laissez-faire” policy -
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brought much bigger circulations for newspapers. At the same time, the amount of advertising grew along with circulation, and ad agencies developed.
inexpensive
advertiser supported papers -
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Benjamin Day
created paper
staff needed
papers proved to be able to run on advertising -
Eadward Muybridge
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Volney Palmer of Philadelphia started the first U.S. ad agency His main function was to place ads.
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Samuel Morse
1st telegraph line between DC and Baltimore
operating telegraph "brasspounding" led to radio development -
Richard Locke
story about life on moon
New York Sun -
Civil War first to be covered on camera
Famous Photographers: Matthew Brady-portrait photos -
trashy articles to get attention
sensationlistic concept
tactic -
amusement parlors box-like contraption. Still photos rotated by turning crank
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30 such agencies in the US
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pulp novels: paperback books printed on cheap paper made from wood pulp
inexpensive fiction
10 cents -
Telegraph using wires provided instant comm across distances
could not reach ships or remote terrian
could only trasmit morse code -
1st cable installed
People were still riding in carriages -
Alexander Graham Bell
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Edison
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photographic image was produced by being broken down into dots that would appear as shards of gray on a page.
Provided a way to put a photo directly into a newspaper/mag -
1885-1905
Number of mag doubled
national medium -
Heinrich Hertz demonstration of radio waves
Hertzian waves
Kilohertz
Megahertz -
George Eastman invents celluloid film
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Charles Dow & Edward Jones founded it
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Edison introduces kinetoscope parlors for viewing bits of film , show pics on camera film kinetograph a camera to take motion pictures
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Guglielmo Marconi
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Edison introduces Vitascope projector Nickelodean theaters begin opening Motion Pic Patents Corp (Trust): Edison's Monopoly NJ NY
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Wireless Telegraphy
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First real publicity agency
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These stores receive new merchandise frequently and sold it quickly. (the older smaller dry-goods stores received new stock only twice a year.
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escape Edison's process servers great weather for outdoor shooting
scenary-various temperments
barns to studios -
1st African-American woman reporter in the US
Stories about lynching in Memphis, TN almost got her lynched -
Monopolies
Meat packing in Chicago Ladies Home Journal
Cosmo -
Reginal Fessenden 1 voice transmission
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Lee Deforest
vaccuum tube
great quality -
Mary Baker Eddy
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Pure Food & Drug Act of 1906 (FDA)
Federal Trade Act of 1914 (FTC) A heavy volume of dishonest advertising, especially for patent medicines, brought demand for regulation of advertising to clean it up Policy changed to something more like Caveat vendor (Let the seller beware) -
Ivy Lee, newspaper reporter, and the father of modern PR
His most famous campaign was to rebuild the reputation of the Rockefellers, especially after the Ludlow Massacre of 1913.
Lee dressed J.D. Rockefeller Jr. up as a miner and made him appear to care for the “peasants”.
The 1,000 a month Lee was paid was money well spent by the Rockefellers
Lee went on to serve other major clients: India, Vienna, GM, United Fruit, American Tobacco Company
Lee eventually predicted that PR would die out, but he -
verifies newspaper/magazine circulation figures for benefit of advertisers
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the WWI government PR operation, headed by George Creel, a journalist
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Beat Reporting
Breaking News Reporting/Photography
Commentary
Criticism
Editorial Cartooning -
Dark, shadowy films
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Audiences began to demand to see popular actors. Theater owners demanded actors to help guarrantee box office success Studio executives created stars by placing actors and actresses under contract and promoting them
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Radio DJ
owned radio news first -
Apt Rentals in NYC
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growing importance of photography in magazines Famous Photographer for Life: Margaret Bourke-White
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Heroes are group not individual
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symbol laden, irrational
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Network Radio gave ads national reach, greater impact
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Corporate PR Sponsoring scholarships
Repairing schools
Building public parks and playgrounds
Selling FDR’s New Deal plan -
Radio was America's primary in-home srouce of entertainment till 1945
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sound and color
some of the greatest films
75% of Americans attended the movies every week
Moviegoers were offered double features, newsreels, cartoons, door prizes -
Radio and News worked out compromise
radio could only air news 2x a day and 5 min a time
radio broadcasters found loopholes: commented on news instead of airing it
Newspapers were helped by radio
Radio could cover breaking/live news
Overseas Broadcasts -
Orson Welles War of the Worlds broadcast
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Bulova Watches
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Radio's largest audience
60 Mill listened to Prs. Frank Roosevelt's response to attack -
Office of War information under Elmer Davis, former newspaper and radio man 1942. Promoting war bonds, victory gardens, industrial productivity, rationing
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Developed by Germans in WWII
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newsreels "Lady Marines" Popular, focused on expected events (residual news)
short films before movies (10)
Started in France -
Margaret Bourke-White Became first accredited woman war photographer in WWII
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75 % Americans went to the movies at least once weekly
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US Gov forces studios to sell theaters to end Block/Blind booking
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rought in a great era for jingles, animated ads, slice of life ads, etc
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1948-1958
HQ drams
original material created by good writers
good comedy ILOVELUCY Stereotyping rampant
Minorities marginalized -
48-56
First TV newsman of note
Camel Cavalcade of News -
KFAX: 1st all news station
SAN FRAN
failed, turned into religious station -
Moved to TV
worked with Fred Friendly
known for documentaries
Goodnight & Goodluck: against McCarthy: claimed Murrow was communist -
sports photography
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Ampex introduced first videotape recorder
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Plane Crash
Buddy Holiday
Richie V
The big Bopper -
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First TV newsmagazine show
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New Technology competition
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Harlem/Bronx NY
from DJa and MCs -
1972-1974
investigative reporting of Wash Post reporters Bob Woodward, Carl Bernstein resulted in resignation of Pres Nixon Biggest Scandal of Era -
Sony brought out affordable Betamax videocassette recorder
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Studios could buy theaters again
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24 hour/day news station
Ted Turner
Chicken Noodle Network bc of low cash
2 mill weekly, others used 15 min -
Small suburban theatres emerged, drive-ins
sound systems improved and wide screens
futuristic names 'cinerama'
color movies became standard Spectaculars: high budget films, cast of thousands
Special Gimmicks: 3D effects, SmelloVision
Themes of movies handled topics that couldnt be on TV -
GOOD Crisis Management Seven people in or near Chicago died from taking Tylenol capsules laced with cyanide.
Johnson & Johnson and its PR firm, Burson-Marsteller, were honest and open from the start. -
BAD Example of Crisis Management:
The spill, apparently the fault of the ship’s captain, put 240,000 barrels of crude oil into Prince William Sound, coating beaches, marshes, birds and sea life.
Exxon never really developed a crisis management plan. Made no effort to take control of the flow of information. Didn’t respond or apologize immediately -
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Matt Drudge
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CBS
NBC
ABC
lose 1/3 of viewers to other channels -
Pirating- internet downloading of movies
lawsuits
encryption
movies on demand -
Roger Ailes/Rupurt Murdoch
conservative
Matt Drudge covered first Big Story- Clinton -
PR Excesses of the Bush Administration James Guckert (working as “Jeff Gannon”: planted at press conferences to ask softball questions.) Exposed
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85% home viewing
15% theater viewing change in industry -
7.5% Americans went once weekly or more Reasons for change:
competition of TV/Internet
Convenience of new on-demand tech
high cost of theater tickets
absurdly high cost of snacks -
1st College Newspaper to be bought by chain (Gannet: largest chain owning 85 daily newspapers in America)
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as of 2009:
Titanic 1997
Lord of the Rings 2003
Pirates of the Carib 2006 -
Times Poll for most trusted news
crossfire on CNN was criticized and shut down
Entertainment Media -
Recent 'recession bump'
increased 16 %
diversion in bad times -
Cable 60 %
Satellite 25%
Over-air 15% -
larger
more interesting -
US Info Agency
Promotes US ABROAD VOA: Voice of America aimed to overseas listeners -
Since 1998, 43% of members of Congress who left office have registered as lobbyists
(this is not a good thing) -
% of PR people using various social media:
86% Twitter
79% Blogs
78% Linkedin
77% Facebook
41% YouTube -
Newly sensationalized journalism 1920: decade of the tabloid newspaper
started in 1919 with NY Daily News. Used big photos on smaller page size Reporters "jazzed up" news- providing inconsisten facts -
39% at home
35% in the care
23% at work -
24 hr job
news is constant
embargos: cannot be put online until available in other forms
scoop themselves: put on web or wait for morning paper? -
.5 Adults get news from TV
.25 people get it from newspapers
.25 online or radio -
(take in 54% of ad agency revenues)
Omnicom Group
WPP Group
Interpublic Group
Publics Groupe
