Growing Up: The Evolution of Advertising in Youth's Companion during the Second Half of the Nineteenth Century

Abstract

In an examination of the pages of Youth's Companion one of the leading US magazines lasting right through the nineteenth century, the evolution of typography, good quality copy and creative layouts are considered. Blocks did not appear until 1871, but even by 1858 there was an awareness of typography and the benefits of white space. The influence of social and historical events is noted. By the end of the century, the soap industry emerges as the most noticeable innovator in copy quality, This close analysis of one magazine may overturn some accepted ideas, and a wider survey of an underdeveloped field is called for by the author.

Citation

Reed, D. (1987), "Growing Up: The Evolution of Advertising in Youth's Companion during the Second Half of the Nineteenth Century", European Journal of Marketing, Vol. 21 No. 4, pp. 20-33. https://doi.org/10.1108/EUM0000000004690