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The Adman in the ParlorMagazines and the Gendering of Consumer Culture, 1880s to 1910s$
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Ellen Gruber Garvey

Print publication date: 1996

Print ISBN-13: 9780195108224

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780195108224.001.0001

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Introduction

Introduction

Chapter:
(p.3) Introduction
Source:
The Adman in the Parlor
Author(s):

Ellen Gruber Garvey

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780195108224.003.0001

This introductory chapter sets out the purpose of the book, which is to examine how stories work within the magazine, in which all elements participate in selling. Rather than providing a comprehensive overview of the magazines and advertising of the period under study, it analyzes points of interaction between fiction and advertising to learn both about fiction and about advertising's place in culture. The chapter then traces developments in magazine economics, covering changes in readership, circulation, and advertising in the 19th century. An overview of the subsequent chapters is also presented.

Keywords:   magazines, advertising, magazine economics, readership, circulation

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