Alternatives to Newspaper Advertising, 1890–1920: Printers' Innovative Product and Message Designs

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Abstract
The years studied, 1890 to 1920, saw the many changes in commercial language. Some printers, trained in newspapers and advertising agencies, used their skills to open independent shops of their own, from which they issued booklets, catalogs, posters, and also printed house organs and employee magazines. These printers absorbed advertising revenues and provided an alternative to newspaper and magazine advertising. When advertising posters appeared in railway cars and elsewhere, newspapers protested. This study is based on a content analysis of more than 200 trade journals of the period, including American Printer and The Bookman.

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