palmer to publishers
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MyTurf Incorporated
In 1702 the first newspaper
advertisement was published
in the Boston News-Letter; it
was an announcement seek-
ing a buyer for a local estate.
Over 300 years later, busi-
nesses are still using local
advertising to find buyers for
their products. Today, we
have an entire industry dedi-
cated to spreading messaging
designed to compel the
reader to take an action.
From Volney Palmer to Madi-
son Avenue to Digital Ads,
advertising has changed for-
mats over the years, but the
bottom line remains the
same: inspire a desired ac-
tion.
Technology has empowered a
communication world where
geography is of little to no
relevance. However, most
shoppers still prefer to buy in
a local store. Thus, the impor-
tance of local advertising is
just as important now as ever.
With millions of dollars spent
on advertising annually,
measuring the results is more
important than ever too.
But, it’s impossible to track
the actual impressions an ad
in a newspaper gets. Some-
times an in-store coupon can
help businesses measure how
effective their ads and calls to
actions are, but even then you
aren’t accounting for a huge
percentage of the population
that may see, but not act on
an ad. Digital ads are trace-
able and more easily ex-
panded.
For over 200 years, print ads
served as one of the best
ways for businesses to com-
municate with their consum-
ers, especially at the local
level. Then, the Internet
linked advertisers and con-
sumers together in a more
direct way than ever before.
With digital ads, an agency or
business can actually track
how many times an ad was
seen or clicked, as opposed
to a newspaper ad. Finally, in
1999, internet advertising
breaks $2 billion dollars and
continues to grow, lead by
Procter and Gamble.
Today, from an entire world
down to a specific neighbor-
hood – the logistics of local
advertising online are still in
development. While invasive
behavioral tracking leave
consumers wary of Internet
privacy, there are ways to
effectively target local con-
sumers with relevant ads.
One way includes posting ads
only in a specific region, as
defined by an Internet pro-
vider. This could be a mall,
airport, city, or specific zip
codes.
The Advertising landscape
has radically changed over
the past 300 years, but the
bottom line remains the same
– motivate consumers to take
an action. Online, Advertisers
can track each impression
and action, but will there be
much to track if ads aren’t
relevant? Advertisers don’t
have to rely on invasive be-
havioral targeting if they go
through Internet providers to
deliver ads where they are
most relevant – at the loca-
tion where purchases happen.
Volume 1 , Issue 1
T H E P RO G R E S S I O N O F L O C A L A DV E R T I S I N G
September 20,2012
A F E W K E Y M I L E -
S T O N E S O N T H E P A T H F R O M P R I N T
T O D I G I T A L L O -
C A L L Y - R E L E V A N T A D S
• The First Newspaper Ads
appeared in the early 1700s. Ben Franklin was instrumen-tal in propelling “new adver-tisements” in Philadelphia local publications.
• Volney B. Palmer establishes
the “modern agency” and buys vast amounts of news-paper ad space at a dis-counted rate and then resold that space to local advertis-ers.
• Magazine ads began ap-
pearing in the late 1700s, which lead to the first con-vention of advertising agents in 1873.
• In 1938 radio advertising
spend surpassed magazines for the first time.
• Out of Home (OOH) and
point of purchase (PoP) begin to underscore the importance of reaching cus-tomers where and when they are actually making deci-sions.
FROM PALMER TO PUBLISHERS
S O U R C E S : H T T P : / / A D A G E . C O M / A R T I C L E / S P E C I A L - R E P O R T - T H E - A D V E R T I S I N G
- C E N T U R Y / A D - A G E - A D V E R T I S I N G - C E N T U R Y - T I M E L I N E / 1 4 3 6 6 1 /