Chapter 2
ADVERTISING MEDIA
NEWSPAPERS
Newspapers are the primary medium for advertising. When one considers their tremendous circulation—a daily circulation of more than one paper for every family in the country—and the staggering sum of money annually spent for advertising in newspaper columns, the primacy of newspapers as an advertising medium is incontestable. A large part of the advertising appearing in newspapers is of local interest. Yet the national market for so many of the products of our economy and the very nature of advertising make it inevitable that a certain measure of state and federal control impinges upon this medium.
The income from advertising, and not subscriptions or the pennies from newsstand sales, makes possible the ...
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