50 years in the service of advertising: Advertiser’s Weekly predicts a glowing future
“The trade of advertising is now so near perfection that it is not easy to propose any improvement.” Today this might be considered a rash statement; in fact it was uttered by Dr Johnson in 1759.
1963 saw the Golden Jubilee of
Advertiser’s Weekly, the trade journal of the advertising industry. Here at HAT our collection of
Advertising World,
Advertiser’s Weekly,
AdWeek and
Campaign runs from 1902 to today – over one hundred years of advertising news and narrative history. Providing information about the latest advances and innovations, and reflecting current opinions of all persuasions, the publication was essential reading for a wide range of people engaged in all aspects of advertising. The Jubilee issue made some prescient forecasts about trade and advertising, and predicted that advertising agencies would still be very active in 2013.
In 1901 William Berry founded the first trade journal of the advertising industry, a monthly called
Advertising World, and sold it eight years later. By 1913 Jack Ackerman, the new owner, had decided that a monthly publication was too infrequent and sold the title. He launched Advertiser’s Weekly at a time when modern British advertising was in its infancy, largely reflecting the vigorous selling activities of America. It declared its interest from the start: its mission, ‘
will be to reflect the best opinion, to note new movements, to criticise them so far as we understand the subject, to welcome the expert who knows more about one sectional interest that we are ever likely to know ourselves ......We do not believe any journal devoted to advertising can hope to succeed unless its independence is taken for granted...’ This rather verbose statement remained sound throughout its publication history.
By 1963 rising standards of living at home and abroad had created a new awareness of potential markets for mass-produced commodities. Overseas markets were growing and manufacturers rose to the challenge. Advertising agencies were in the vanguard, forging close links with other countries and expanding their own organisations.
Throughout this growth period
Advertiser’s Weekly was a reliable source of unbiased criticism, consistent and accurate reporting and active support. Recognising advertising’s increasing importance, it was poised on the threshold of greater developments, prepared to raise awareness of selling and marketing by encouraging the industry to take up the challenge and seize opportunities. It remained steadfastly independent, chronicling the world of advertising and making
optimistic predictions about the future of the business.
However
Adweek, as it became re-titled, was completely overtaken by the more dynamic
Campaign magazine launched in 1968 causing its eventual demise in the early 1970s.
Alfred Bates & Sons advertisement from 1963 Jubilee edition of Advertiser's Weekly
comments powered by
« All News Articles