News, Photography, Advertising MIT2000

10/8/2015MIT2000Newspapers2 Yellow Press/Mass/Entertainment Newspaper Joseph Pulitzer (World), Advertising over subscription 2. Sensationalism 1.Local news, crime, scandal 3. Entertainment 4. Self-Advertising 5. Illustrations 6. Large Headlines 7. ‘Use-paper’ 8. Commuter Friendly 9. Lead/Inverted Pyramid

10/8/2015MIT2000Newspapers3 Mass/Entertainment Newspaper (CDA) Hugh Graham Montreal Star 1880s John R. Robertson Toronto Telegram 1. Advertising 2. Higher Costs 3. Local news (crime, scandal) 4. Entertainment over information function

10/8/2015MIT2000Newspapers4 From Civic to Mass Newspaper Civic Newspaper ( ) (Democratic Sociability) 1. Political advocate 2. Public defender 3. Public responsibility 4. Civic education 5. Editor-publisher, small shop 6. Opinion-making 1.Editorial pages 7. Public record of legislative proceedings 8. “public utility” Mass Newspaper (1890-) 1. Commercial Enterprise 2. Advertising reliant 3. Corporations & Chains (Southam, Sifton, Thomson) 4. Heavily capitalized 5. Decline of editorial pages 6. Less partisan 7. higher circulation, fewer newspapers 8. READERSHIP OVER PARTISANSHIP

10/8/2015MIT2000Newspapers5 Space-Biased Media (Innis) 1. Dialectic 1.liberty & monopolies of knowledge 2.Printing Press 2. Balance: 1.time/space 2.centrifugal/centripetal 3.democratic society

10/8/2015MIT2000Newspapers6 Newspaper: Summary Corantos Press Freedom Democracy/Responsible Government Postal System Polite Sociability/Democratic Sociability Civic Newspaper/Mass Newspaper Public Opinion/Commercial Profit Circulation/Subscription/Advertising News as Commodity

MIT202-Magazines7 10/8/201510/8/201510/8/2015 Early Photography Daguerreotype, 1839 ◦ unique image wet plate process, 1850s ◦ multiple prints from single glass negative dry plate process, 1870s ◦ no more portable darkrooms ◦ George Dawson

Photographic Portraiture Mathew Brady 1840s -1870s Nationalism Citizenship Character

Democratic Portraiture Middle Class and Working-class Reach Individual as Coherent Self Symbol of Inner Self Keepsake of deceased

The Living Dead

Seeing, Believing: War Documentary Burden of Truth Civil War, M. Brady A. Gardner/T. O’Sullivan Orchestrated Realism

Social Documentary Jacob Riis ◦ “How the Other Half Lives”, 1890 Affect Social Change Reform Movement Cultural “Other”

MIT202-Magazines13 10/8/201510/8/201510/8/2015 Kodak Camera, George Eastman 2. hand-held, point-and-shoot box camera 3. Portability/Affordability 4. amateur users 5. autobiographical record 6. Time Machine/Time Bias? 7. Nostalgia

Early Photojournalism, 1. Technological changes, 1880s/90s 2. Engraved to Half- tone reproduction 3. ‘reality’/authenticity 10/8/2015MIT202-Magazines14

MIT202-Magazines15 10/8/201510/8/201510/8/2015 Photo-Journalism 1. Flash photography 2. Camera improvements (Kodak); snap- shot camera, fast drying gelatin plate, 3. Movement/action photography 4. Photo-journalist: wars, disasters, public events

MIT202-Magazines16 10/8/201510/8/201510/8/2015 Photo-Journalism 1. Wirephoto, Flash bulbs, late 1920s 3. Photo Agencies 1.Bain’s News Picture Service 4. Veracity/immediacy

Photography’s Rapid Uptake Mechanical Process Self-Representation ◦ Individual/familial Realism/Objectivity

08/10/2015MIT Advertising// Patent Medicines 1. Herbal compounds, tonics, liniment oils 1.“Dr. Duponco’s Golden Periodical Pills” 2.“Hamlin’s Wizard Oil” : 80; 1860: 1, Gout, fallen arches, liver disease, etc.

08/10/2015MIT Advertising Oriented 1. ad-to-sales ratios: 40%+ 2. national advertisers 3. pioneer brands/ trademarks 4. 1/2 newspaper ads1860; 1/ “red clause” contracts

08/10/2015MIT Patent Medicine Opponents 1. Professional Medicine (AMA/CMA) 2. Magazine Publishers 3. Corporate Mass Advertisers Reasons: 1. Consumer Fraud 2. Public Health 3. Public Decency

08/10/2015MIT “Modern” Corporate Advertisers Campbell’s Soup (1869) Procter & Gamble ◦ Ivory Soap (1879) Coca Cola (1886) Kodak Gillette Social Legitimacy

08/10/2015MIT Corporate Advertising, Rising Population (US) : 50 mil; mil. 2. Urbanization (2,500+) : 28%; 1920; 51% 3. Higher Per Capita Income: : $147; 1920: $639 2.discretionary spending

08/10/2015MIT Second Industrial Revolution, post- 1860s 1. Large-scale factory system 2. Coal replaces wood/water 3. Iron/steel industries 4. Economies-of-scale production 5. Capital-intensive/high fixed costs

08/10/2015MIT Retailer-Advertiser Power Struggle 1. Manufacturer wrest power from retailer via branding/advertising 2. Product Substitution 3. Ivory Soap – Manufacturer Power 1.Sunshine Biscuits

08/10/2015MIT Advertising Spending (US) : $104 million; 1919: $1.4 billion 2. Ad share of newspaper-mag revenue : 44% ; 1920: 66% 3. Number of US Daily Newspapers: : : 2, How advertise in so many local papers?

08/10/2015MIT Advertising Agents George P. Rowell New England, line rates 2. wholesaler of white space 1.“space jobber” 2.bulk buy for lowest price

08/10/2015MIT Space Jobbers 1. Lord & Thomas 1.religious publications 2. J. Walter Thompson 1.magazines 2.exclusive access deals 3. “closed” contracts 4. Aligned with newspapers 5. Rebates, etc., if sell space full price 6. Buy space only w/ affiliated papers

08/10/2015MIT A.J. Ayer (N.W. Ayer & Son) 1. modern agency 2. “open” contract (1875) 3. advertiser-oriented service 4. commission system 5. Full Service Agency 1.Media buying 2.Copywriting 3.Market Research