Advertising & PR in the Early 1900s

The early 1900s were a crucial time of development for both advertising firms and the idea of the public relations, or PR, firm. In many ways, much of our modern concept of effective advertising and public relations principles sprang from the early use of print media, including newspaper advertisements, direct mail campaigns and posters, to inform customers about a company's product lines. From 1900 to the 1920s, advertising and PR in the United States changed from a fledgling industry into a major concern for any corporation.

Early Advertising

As the 1900s were getting underway, the modern advertising process was beginning to be developed by a few key players. In the earliest years of the century, Albert Lasker of Chicago's Lord & Thomas ad agency was beginning to focus on writing advertising copy to appeal directly to the consumer. N.W. Ayer, one of the oldest ad agencies in the United States, started a Business-Getting Division, one of the first ad departments to focus on the marketing needs of prospective clients.

The first decade of the century saw the development of major newspaper ad campaigns. In 1906, Kellogg's Corn Flakes started one of the first regional campaigns in midwestern newspapers. By 1915, the campaign became national in scope and cost $1 million per year.

Advertising Firms

With the development of advertising copy tailored both for the consumer and the product being sold came the development of advertising firms that could pump out copy for several clients. In 1911, Proctor & Gamble used an outside ad firm for the first time, New York City's J. Walter Thompson firm, to advertise the launch of its new product, Crisco. The creation of the Association of New York Agents, precursor to the American Association of Advertising Agencies, was started in the same year.

The new world of modern advertising helped to develop and promote certain cultural values that became endemic to American society. A 2006 article in Advertising & Society Review, "Advertising Success Through Consumption: 1900 to 1922," argues that early advertising helped promote the American ideals of success through consumption as well as the importance of appearing productive to your peers.

Public Relations

The use of public communication to create an image for an individual or group has been around since ancient times, but the idea of public relations as its own field only began in the early 20th century. Early figures in public relations include H.S. Adams, who wrote the seminal article "What Is Publicity" for the American Review magazine in 1902; Henry Ford and his public relations counselor Earl Newsom, who helped to carefully plan the Ford brand's market position and media access; and John and Frank Patterson, credited with starting the first direct mail campaign for their National Cash Register Company in the early 1900s. Famed newspaper reporter Walter Lippmann wrote the 1922 book "Public Opinion," the first to look at the role of the media in public relations.

PR Firms & Departments

The first professional firm in the United States to focus on the effective use of public relations opened its doors in Boston in the year 1900. By 1906, the first few years of the century, the University of Pennsylvania opened the first collegiate PR department, the Young Men's Christian Association (YMCA) developed the first nonprofit public relations bureau, and the Pennsylvania Railroad developed the first corporate PR division with the help of Ivy Lee, considered to be the father of modern public relations. In 1906, Lee also published his "Declaration of Principles" which directed companies to communicate honestly with their clients as well as the public press. Other companies involved with the beginnings of public relations in the early 1900s include Standard Oil, the American Red Cross, Knights of Columbus and Sears & Roebuck.

References

• Trivia-Library.com: History of Advertising in the Early 20th Century
• AdvertisingAge: Advertising History Timeline
• Project MUSE: Abstract -- "Advertising Success Through Consumption: 1900-1922"; Monica Brasted; 2006
• Buffalo State University: Pioneers in Public Relations
• Buffalo State University: Public Relations History