MEDIA SUPPORT
"The fact must never be forgotten that no magazine publisher in the United States could give what it is giving to the reader each month if it were not for the revenue which the advertiser brings the magazine. It is the growth of advertising in this country which, more than any single element, has brought the American magazine to its present enviable position in points of literary, illustrative and mechanical excellence. The American advertiser has made the superior American magazine of today possible"
Edward Bok (1898), editor of Ladies' Home Journal, quoted in John W. Wright, The Commercial Connection: Advertising & the American Mass Media, 1979, New York: Dell Publishing Co., p. overleaf.
"In day-to-day commerce, television is not so much interested in the business of communications as in the business of delivering audiences to advertisers. People are the merchandise, not the shows. The shows are merely the bait."
Les Brown, Television: The Business Behind the Box, 1971, New York: Harcourt Brace Jovanovich, p. 15-16.
"A magazine is simply a device to induce people to read advertising."
James Collins (1907), ad executive, quoted in Jackson Lears, Fables of Abundance: A Cultural History of Advertising in America, 1994, New York: BasicBooks, p. 201.
"There have been many disputes by advertisers and their agencies about articles published in magazines to which they took exception, and scheduled advertising has been cancelled. But I can see no difference between this and the action of an irate individual who cancels his subscription because of an article or story that he doesn't like."
Fairfax Cone, of Foote Cone & Belding, quoted in Jackson Lears, Fables of Abundance: A Cultural History of Advertising in America, 1994, New York: BasicBooks, p. 255.
"It is the advertiser who provides the paper for the subscriber. It is not to be disputed, that the publisher of a newspaper in this country, without a very exhaustive advertising support, would receive less reward for his labor than the humblest mechanic."
Alexander Hamilton (1803), founder of the New York Evening Post, quoted in John W. Wright, The Commercial Connection: Advertising & the American Mass Media, 1979, New York: Dell Publishing Co., p. overleaf.
"The role of the publisher . . . has changed from seller of a product to consumers, to gatherer of consumer for advertisers . . . The role of the reader changes from sovereign consumer to advertiser bait."
Vincent P. Norris, quoted in Eric Clark, The Want Makers: Inside the World of Advertising, 1988, New York: Penguin Books, p. 377.
"Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose. . . . the vast majority of editors are incorruptible."
David Ogilvy, Confessions of an Advertising Man, 1971, New York: Ballantine Books, p. 137.
"It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye."
David Ogilvy, Confessions of an Advertising Man, 1971, New York: Ballantine Books, p. 138.
"One Ad is worth more to a paper than forty Editorials."
Will Rogers (1924), comedian, quoted in Rhodas Thomas Tripp, The International Thesaurus of Quotations, 1970, New York, NY: Thomas Y. Crowell Company, p. 18.
"With no ads, who would pay for the media? The good fairy?"
Samuel Thurm, senior vice president of the Association of National Advertisers, quoted in Eric Clark, The Want Makers: Inside the World of Advertising, 1988, New York: Penguin Books, p. 317.