Newspapers, advertising, and the rise of agency, 1850-1900 . This reading describes the rise of full-service advertising agencies in the late 1800"s and how this affected newspapers. Revenue for newspapers became all about advertising where it had once been about subscriptions. People had more disposable income to spend on products that were not necessary to them, and advertising took full advantage of that. To satisfy demand for new advertising, newspapers would upgrade from weeklies or tri-weeklies to dailies not because there was more news to report. At this time advertisers had to do a lot of the work themselves, and rates were confusing and definitely not standardized. Agencies saw an opportunity to help advertisers out by doing a lot of the work for them and making a profit off of it. Advertising agents served the advertisers over the publishers of newspapers because it was the advertiser who gave the agency the contract, not the publisher.