JOUR 331 Lecture Notes - Lecture 3: Curtis Publishing Company
Document Summary
Volney palmer- the 1st man known to have worked on a commission basis; solicited ads for a newspaper on a 50% commission. 1850s, georgia rowell bought large blocks of space from publishers at a very low price and sold space in small squares at his own retail rate; also created the 1st rate directory based on the estimate of circulation. Agency promised a lower rate and advertisers agree to place all their ads through the agency. Negotiations between agencies and publishers still largely existed. In 1891, the curtis publishing company announced that it would pay commission only if agencies agree to collect the full price of the space from advertisers. No-rebating rule was adopted by a lot of publishers, and a 15% commission standard was set up. Offering all services necessary to handle the total advertising function for their clients, including planning, creation, production, placement, and evaluation.
