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Contemporary practitioners of content marketing (CM) often suggest their discipline is an ancient one, yet mainly limit its origins to the custom-published magazines of the late 1800s. The purpose of this paper is to synthesize some of the many definitions of CM and to report the first scholarly history of its development and practice.

This study’s purposes led to the following research questions: To what extent were CM strategies and tactics used before the 20th century? How have the uses and characteristics of CM changed or remained the same over time? Sources included general histories focusing on the earliest uses of advertising and promotions and edited book chapters and journal articles on the histories of branding and early print advertising, marketing and advertising practices in ancient and medieval periods and the development of consumer cultures around the world.

Research findings support three conclusions: CM existed much earlier than often acknowledged; has emerged as a unique marketing discipline, strategically and tactically distinguishable from the others (e.g. advertising and sales promotion); and possesses objectives, strategies and tactics that have remained remarkably consistent in practice across the millennia.

The research supports several insights to the history of marketing and the practice of CM. Some of the CM strategies and tactics identified in this paper, for instance, have previously been concluded to be part of advertising’s history. Findings also reveal that many of advertising’s American pioneers actually used CM to persuade 19th-century businessmen to adopt widespread advertising. In addition, the emphasis on interactive, digital media in CM definitions offers a likely explanation for the recent enthusiasm behind CM as a response to global trends in consumer preferences and global competition, as well as why contemporary CM practitioners have often failed to recognize they are practicing a “new” discipline that has actually been in use for thousands of years.

The purpose of this paper is to review and summarize Pierre Martineau’s Motivation in Advertising and to assess its status as a valid forgotten classic of the marketing literature.

Motivation in Advertising is reviewed and summarized, and its contributions to marketing and advertising history, thought and practice are assessed.

Martineau was among a handful of figures behind the “motivation research” movement among marketers and advertisers during the late 1940s to the 1960s. His “new philosophy” regarding communication theory, persuasion and advertising message strategy and tactics remains highly influential and relevant. Written during a period of tremendous growth in consumption in the USA and a revolution in the use of qualitative research in marketing and advertising, Martineau’s book represents much more than a work about his experiences with motivation research, but a significant contribution to advertising communication theory as well.

Pierre Martineau was the subject of a historical biography (Martin, 1985), which also focused substantially on the principal themes and contributions of Motivation in Advertising. The book was also widely reviewed shortly after its publication. This more recent review and assessment, however, reveals the work’s valuable historical insights into how postmodern consumption evolved and many present-day perspectives of consumer behavior and advertising effects coalesced during the Consumer Revolution and at the outset of modern advertising’s “Golden Age”.

A series of online searches of the Harvard University Library System – which includes the Baker Library, Houghton Library and the Radcliffe Institute’s Arthur and Elizabeth Schlesinger Library – on the History of Women in America revealed nearly 1,000 archive and manuscript holdings on advertising and related topics. This paper aims to investigate the extent of these holdings, to assess their value to advertising and marketing historians and to explore their potential for encouraging future research on under-investigated topics and questions.

Described are the extensive and valuable special collections and other holdings related to advertising, business and marketing of the Harvard Library System. Also described are the availability of the holdings and recommendations for accessing and studying the collections and artifacts.

The research reported here supports an overall conclusion that the Harvard Library System holds an important place among the world’s repositories of valuable historical advertisements and marketing ephemera. The research also supports four specific conclusions regarding the historical value of Harvard’s collections and archives. First, some of the collections offer access to artifacts and items from an under-investigated period – the first half of the 19th century. Second, many of the collections are international in scope. Third, the collections represent a wide array of 19th century non-periodical advertisements and ephemera, such as trade cards, posters and theatrical playbills. Fourth, and most important, the collections offer significant potential for addressing, among other under-investigated topics, the important role of women in the development of modern advertising theory and professional practices.

A prior search for the world’s largest and most historically significant archives and collections of advertisements and marketing ephemera (promotional objects or media executions created for a one-time, limited purpose) revealed a handful of library and museum collections of exceptional size or topical importance meriting further investigation. This paper adds to an extensive line of research published in the marketing and advertising historical literature exploring and describing the breadth, depth and historical value of the world’s important collections of historical advertisements and ephemera.

When advertising historians began searching for substantial collections and archives of historical advertisements and marketing ephemera in the 1970s, some reported such holdings were rare. This paper aims to report the findings of the first systematic attempt to assess the scope and research value of the world’s archives and collections devoted to advertising and marketing ephemera.

Searches conducted online of the holdings of museums, libraries and the internet led to the identification and description of 179 archives and collections of historical significance for historians of marketing and advertising, as well as researchers interested in many other topics and disciplines.

The lists of archives and collections resulting from the research reported in this article represent the most complete collection of such sources available. Identified are the world’s oldest and largest collections of advertising and ephemera. Also identified are quite extraordinary collections of historically unique records and artifacts.

The online searches continued until a point of redundancy was reached and no new archives or collections meeting the search criteria emerged. There remains the likelihood, however, that other archives and collections exist, especially in non-Western countries.

The findings make valuable contributions to the work of historians and other scholars by encouraging more global and cross-cultural research and historical analyses of trends and themes in professional practices in marketing and advertising and their consequences over a longer period than previously studied.

Eight college and university Webmasters in three midwestern states were interviewed to explore their communications practices and activities by applying a traditional mass media gatekeeping perspective. The results suggest that gatekeeping theory is a valuable approach for studying individuals responsible for the mediation of messages in the emerging online media. Webmasters’ personal characteristics and attitudes were found to influence their media content decisions, they share common values used to determine content and design, and they face a variety of organizational and related constraints, some exclusive to Web gatekeepers in an academic setting. Examples of gatekeeping activity and observations by the informants are presented, and suggestions for future research are included.

This paper aims to build on Fred Beard’s study of the world’s archives to identity historical advertising and marketing ephemera, published in this journal in 2018, by focussing on resources available in Europe to augment his survey.

Online searching, supplemented by literature emanating from the business archive sector, led to the identification of 177 repositories or online sites in Europe holding advertising and marketing archives of significance for researchers. These are set out in two accompanying tables.

A wide diversity of European archives that are open to researchers is revealed in this paper. Many are the archives of the business themselves, but a number of collecting repositories are also listed, brought together for the first time.

This paper focusses solely on Europe but does not claim to be comprehensive, as the study was time-limited and readers will, no doubt, know of resources that the author has missed. The findings relate mostly to Western Europe, so there is scope for further study to encompass archives in the former eastern bloc. Exploration of sources in Africa, Asia and Latin America would further supplement Beard’s original study.

This research brings together the broadest list of advertising and marketing sources open to researchers in Europe published to date. As Beard’s focus was more on the Americas, this examination redresses the balance with an array of European sources which, it is hoped, will contribute to the greater use of many little-known or under-researched resources by researchers across the world.

Although there is considerable scholarly research on advertising self‐regulation in the USA, there is no research at all on the unique problems that comparative advertising created for those involved in the industry's self‐regulation. This study aims to address this gap in the literature with an historical analysis of the industry's efforts to respond to the widespread adoption of comparative advertising during the twentieth century.

The study's primary and secondary sources consist of nearly 640 articles collected from historical and contemporary trade journals. The analysis focuses on two research questions: When did calls for the reform and regulation of comparative advertising appear, why did they appear, and who did advertisers believe should be responsible? and Why did advertisers and industry observers believe comparative advertising should be regulated, and what were the consequences of their self‐regulation efforts and initiatives?

The paper finds that industry calls for comparative advertising reform began to appear during the Depression and peaked during the most contentious period of self‐regulation, the 1970s. The findings show that during the 1930s, members of the industry mostly abandoned their efforts to manage what they considered unfair business practices, including explicit comparative advertising, by shaping government policy. The findings also reveal that the issues of disparagement of competitors and the misappropriation of their brand names and trademarks set the stage for an extraordinary conflict between the industry, its self‐regulators, and the Federal Trade Commission.

The findings offer some new and interesting insights into the consequences that can occur when advertisers choose to employ explicit comparative advertising, or what has been called “the hardest sell of all”; the history of advertising self‐regulation in the USA; and the complex relationships among consumerism, political and economic ideology, and industry self‐regulation.

The purpose of this paper is to review and summarize Earnest Elmo Calkins’s The Business of Advertising and to assess its status as a legitimate forgotten classic of the marketing literature.

The Business of Advertising is reviewed, summarized and placed in an historical context.

Written during a key period in the history of mass marketing and national brand advertising, Calkins’s work represents a valuable primary source for marketing and advertising historians, especially those interested in marketing industry structures and relationships. Calkins was an influential figure in the development of the modern advertising agency, and his beliefs and approaches in regard to marketing research, campaign planning, branding, message strategy and creativity anticipated some late-twentieth-century approaches and remain highly relevant.

The Business of Advertising was the object of a single-paragraph review at the time of its publication in 1915, and a short trade journal review appeared not long ago (Lamons, 2000). A more thorough and historically sensitive assessment of Calkins’s forgotten classic reveals some fresh insights into the book and the influential beliefs of the man who was eulogized by trade journal Advertising Age (1964) as a “giant of creative advertising”.

The purpose of this historical paper is to examine arguably the most controversial advertising campaign of all time. Critics have condemned tobacco marketer George Washington Hill's “Reach for a Lucky Instead of a Sweet” campaign in the late 1920s and early 1930s for its explicit attempt to encourage smoking among women by linking cigarettes with themes of slenderness and youth.

The paper relies on primary sources obtained chiefly from the important advertising trade journals Printers' Ink and Advertising and Selling. Many sources, in turn, pointed to historically significant advertisements from the “Reach for a Lucky […]” campaign, some of which are included among the findings. Tentative themes of analysis were: the strategic motives behind the “Reach for a Lucky […]” campaign and the campaign's outcomes and consequences, both positive and negative.

Hill aggressively pursued the female smoker of the 1920s, as did other cigarette marketers of the period. However, the paper's findings support a conclusion that Hill had additional motives for attacking “sweets,” other than merely encouraging women to smoke with a slenderness appeal. Hill's primary strategic concern must have been how to address the extraordinarily competitive situation he faced with the other “big four” cigarette brands.

Focusing on the strategic intent of the campaign and its outcomes and consequences, findings strongly suggest that prior perspectives and conclusions found in advertising history texts regarding this infamous campaign often fail to reveal its significance as an historical event.