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Almost three‐quarters of advertising spending in Saudi Arabia goes to print media. This condition stems from the fact that some important media for developing countries including cinema, radio, and rental video are not available for placing advertisements. Despite being an important channel for advertising, the print medium has serious problems. These problems include limited circulation, inefficient distribution, lack of readership information, and unreasonable cost of advertising space. After discussing the characteristics of various newspapers and magazines published in Saudi Arabia, places these print advertising media alternatives in proper perspective with respect to their effectiveness.

Focusing on the early development of the three major forms of local advertising employed by independent department stores across the USA – newspapers, radio, and television – this paper examines continuity in the industry's commercial use of new technologies.

The research draws on different types of primary sources, including department store financial records and correspondence, retailing trade literature, industry publications, newspaper advertisements, and radio advertisement transcripts.

The local and regional markets of the independent department store, and to some extent, department store chains, required local advertising, something best served by newspapers in the period under study. While many retailers embrace the commercial potential of radio and television as they appear in the 1920s and late 1930s, respectively, others are reluctant to divert their advertising budget away from newspapers. Trade writers for the department store industry and radio and television reveal tension between the National Retail Dry Goods Association, with its progressive orientation and professionalizing goals, and the more traditional merchants these experts are trying to modernize. The paper also suggests, perhaps as a subject for future research, that as radio and television lost their local orientation and became increasingly commercialized and national, independent department store advertising would not have been able to compete with department store chains.

Although much has been written about national advertising, cultural, and business historians have conducted little research on local advertising, the type typically employed by independent department stores. This paper provides an introduction to the three major advertising formats most often used by independent department stores as each medium first emerged as a potential selling tool.

This paper aims to document and analyze the development of Russian print advertising at the turn of the Communist era. It provides an overview of Russian print advertising in 1917 as compared with the previous decades of the “Russian economic miracle”.

This study uses a historical method based on archival research. Analysis of primary sources in this paper is used in conjunction with secondary sources available.

The amount and quality of advertising in Russian newspapers in 1917 is described. The decline of the “Russian economic miracle” print advertising is confirmed. The findings in this paper also change the previous perception of events in Russia in 1917, as well as in the history of Russian advertising.

There has been little research on Russian advertising between the end of the Russian Empire and the early Soviet era, and there is no written history of advertising in Russian periodicals in 1917. Therefore, this paper adds to the literature on the history of advertising at the beginning of the twentieth century.

Examines competitiveness of national newspapers and how their competitiveness with regard to pagination provides a comprehensive study. Considers whether or not the newspaper industry is a declining industry, and gives many examples with circulation figures to argue against this. Sates that there is more need to understand more fully the factors interrelating with the pagination of newspapers, both in the long and short‐terms. Breaks down the production process of a newspaper with direct costs and specifications. Discusses policies, constraints, long term revenue and cost factors, plus others affecting pagination.

By studying the marketing of advertising space, this paper aims to study how class, gender and region were portrayed in terms of economic considerations in adverts selling advertising space to potential advertisers. The paper studies how readers were discursively transformed into consumers in this material and how different consumer groups were depicted, divided and framed during Sweden’s early consumer culture. By doing so, the paper highlights the tensions between aiming at a mass audience, on the one hand, and striving to reach more and more specific consumer groups on the other hand.

Both qualitative and quantitative analyses are made in order to follow the changes of highlighted consumer groups in the ads. Intersectional analysis is used to see how notions of class and gender intersected during the analysed period.

The sectioning of the press is in the paper stressed as a prerequisite for market segmentation and the economic history of mass media is lifted as essential for understanding it. The gendering and classing of market segments were also based on how common interests were interpreted by political movements and their press forums. For surviving in the long run, however, the paper argues that the political press needed to commercialise their readerships to attract advertisers and survive economically.

The paper concludes that mass marketing and segmentation processes were in many senses parallel in the studied material. Statements of reaching all social classes diminished over time, but notions of the masses were prevalent in both the worker and the women categories. However, how advertisers choose between different media for their advertising campaigns or how they adopted different marketing methods towards different segments are beyond the scope of this paper.

Enumerates the origins and early development of outdoor advertising in the USA, stating that in early times (pre‐newspapers) most signs or symbols over shops, or handbills, were copied from the UK. Goes on to identify the areas and years that newspapers began to appear and make an impression, and gives breakdowns of how and where they started and grew to become formidable forces in the media‐starved years back then. Furthers the point that outdoor advertising in the USA evolved at a similar, but much slower, pace than in the UK. Posits that large circuses had an impact with regard to outdoor advertising and in particular Phineas Taylor Barnum, who was the first to use large illustrated posters for effect, and this soon caught on.

Advertising effectiveness depends on good media selection. Media decisions are typically based upon consummatory, or usage, measures. Though perceived usefulness (instrumental media behaviour) is generally not a consideration, consumers′ perceptions of media types as useful have definite implications for advertising and promotional decisions. Moreover, perceived usefulness of a media type cannot simply be inferred from usage data. This study examines both the reported use of and perceived usefulness of media categories. Though newspapers were reported by respondents to be the most useful media type, the relationship between amount of use (consummatory) and perceived usefulness (instrumental) was strongest for magazines and radio. Findings suggest that television advertising may have less impact, and radio advertising greater impact than often assumed. Findings also suggest a segment of instrumentally prone media users.

Advertising is an important marketing activity, perhaps more important in Saudi Arabia than in other international markets. According to one observer of the Saudi market, Arabs are lazy buyers (Sisley, 1980). They need to be pushed into shopping behaviour. In addition, the climatic environment prevailing in the country is not conducive to frequent shopping trips. The high humidity in the air which at times reaches 100 per cent, the frequent sand storms which sometimes last several days, and the scorching hot temperatures which can reach 140 degrees Fahrenheit or more are some of the climatic conditions which force people to abandon shopping plans in favour of staying in the air conditioned atmospheres of their homes. The reluctance on the part of the people in Saudi Arabia toward shopping can be overcome with persuasive and persistent advertising.

This paper aims to examine some common and specific features of advertisements published in Tsaritsyn’s (present-day Volgograd) daily newspapers at the beginning of the First Word War. The town of Tsaritsyn was a local centre of the rapid economic growth that the Russian Empire experienced in the early 1910s; it can be considered a model of Russian provincial advertising behaviours and the consumer culture of the time.

The main methods used in this paper are the local history approach and discourse and socio-political, content and gender analysis, as well as compositional interpretation. These methods have made the reconstruction of a historical portrait of Tsaritsyn possible at the beginning of the First Word War through an analysis of advertisements published in its periodicals. The sources of this paper include selections from the newspaper Tsaritsynsky Vestnik from June 1914 to February 1915, the newspaper Volgo-Donskoy Krai from September 1911 to February 1915 and the calendar-handbook Ves Tsaritsyn of 1911.

Advertising is a highly adaptive phenomenon of socio-economic activity. However, it is both conservative in form and content. It is simultaneously constant and changing, and so it can reveal some transformations in the provincial town’s daily life.

Local history methods, including the ideographic, are designed to better explore unique historical events. Research based on these methods becomes more valuable in larger quantity, allowing the implementation of nomothetic methods that elucidate historical regularities and general trends.

This paper’s findings can be used in further research on global and local aspects of marketing history and development of consumer society, as well as in university courses concerning the disciplines mentioned above.

This paper studies newspaper advertisements published at the beginning of the First Word War in a Russian provincial town. It reveals some transformations in their content and form which occurred after the outbreak of the war. While the subjects of the advertisements remained relatively unchanged, a number of promotions decreased, social and entertainments advertising became starker and more harshly patriotic and long-used promotional methods became sarcastic during time of war.