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ABC and SRDS: The Evolution of Two Specialized Advertising Services

Published online by Cambridge University Press:  24 July 2012

Kenneth H. Myers
Kenneth H. Myers
Affiliation:
Chairman, Production Management Department, School of Business at Northwestern University
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Abstract

The advertising industry generated remarkably prompt responses, at both the institutional and individual level, to the opportunities and problems of growth. Once associationist activities had achieved a measure of industry self-regulation and self-analysis, individual entrepreneurs stepped in to offer specialized services that grew in value as the professional status of the parties concerned became established and differentiated.

Type
Research Article
Information
Business History Review , Volume 34 , Issue 3 , Autumn 1960 , pp. 302 - 326
Copyright
Copyright © The President and Fellows of Harvard College 1960

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References

1 Hower, Ralph M., History of an Advertising Agency (rev. ed.; Cambridge, 1949), pp. 11–13CrossRefGoogle Scholar.

2 Ibid., p. 13. This statement and the following description of each stage is adapted from this source, pp. 13–14.

3 Ibid., pp. 52–53.

4 Presbrey, Frank, The History and Development of Advertising (New York, 1929), pp. 268, 271Google Scholar.

5 Hower, History of an Advertising Agency, pp. 233–234.

6 Ibid., p. 404.

7 Ibid.

8 Presbrey, The History and Development of Advertising, p. 544.

9 Ibid., p. 545.

10 Cleveland, Newcomb, “Agency Association Progress in the United States,” The Advertising Yearbook for 1924, Oswald, John Clyde, ed. (New York, 1925), pp. 92–93Google Scholar.

31 Crain's, Market Data Book and Directory, 1923 (Chicago, 1924), p. 5Google Scholar.

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13 The Advertising Yearbook for 1924, p. 470.

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16 Ibid., pp. 27–28.

17 Ibid., p. 31.

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19 Kenner, The Fight for Truth in Advertising, p. 61.

20 Ibid., p. 274.

21 Ibid.

23 For details of this merger and of the underlying organizations, see: Boyenton, William H., Audit Bureau of Circulations (Chicago, 1949)Google Scholar; Presbrey, The History and Development of Advertising; Hower, The History of an Advertising Agency.

23 Boyenton, Audit Bureau of Circulations, pp. 8 f.

24 Ibid., pp. 11–12.

25 Presbrey, The History and Development of Advertising, p. 550.

26 Kenner, The Fight for Truth in Advertising, p. 277.

27 Interview of E. Ross Gamble, treasurer, Leo Burnett Advertising Agency, April 29, 1958.

28 Lay, and Brother, , The Newspaper Record (Philadelphia, 1856), p. ixGoogle Scholar.

29 Ibid., p. x.

30 Kenny, Daniel J., The American Newspaper Directory (New York, 1861)Google Scholar.

31 Rowell, George P., American Newspaper Directory (New York, 1869)Google Scholar, Preface.

32 Ibid.

33 Presbrey, The History and Development of Advertising, p. 275.

34 Ibid.

35 Ibid.

36 Ibid.

37 Rowell, American Newspaper Rate-Book, 1870, Frontispiece.

38 Rowell, American Newspaper Directory, 1898, p. 9.

39 Ibid.

40 Ibid., p. 1342.

41 Rowell, The Advertisers' Gazette, 1873, p. 159.

42 Rowell, The American Newspaper Reporter and Printers' Gazette, 1873, p. 148.

43 Presbrey, The History and Development of Advertising, pp. 276, 278.

44 Rowell, American Newspaper Directory, Dec, 1898, p. 687.

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46 Rogers, Jason, Building Newspaper Advertising (New York, 1919), p. 46Google Scholar.

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49 Hower, History of an Advertising Agency, p. 86.

50 Interview of Justin F. Barbour, Barbour's Investment Service, April 8, 1958.