End‐Paper Advertising

Abstract

Investigates ‘end paper advertising’ (publishers inclusion in own publications of additional printed matter not connected with the primary text). Makes note of books and other publications from as far back as 1751 ‐ ‘The Gardeners Kalendar’ and goes on to give an in‐depth study of this area. Concludes that this study covers a heretofore‐uncovered area of interest.

Citation

Mackerness, E.D. (1986), "End‐Paper Advertising", European Journal of Marketing, Vol. 20 No. 9, pp. 57-71. https://doi.org/10.1108/EUM0000000004667