3 Stars | Attention economy: A brief History of the American advertising industry from newspapers to mobile phones

Attention ECONOMY: How to turn public attention into business

Basic is a brief history of the American advertising industry. Starting from 1833, the first advertising-focused newspaper, the New York Sun, began to speak, to posters, mail-order, radio, and television, until 2015, when Apple's Safari browser blocked ads, talking about people and things in the advertising industry. Many of the media and programs that were sensational at the time were mentioned.

The author uses the main thread of attention grabbing to organize the material of the book. From the start of the newspaper, advertisers are constantly trying to attract more attention. TV Remote control is a user's resistance, so that the pattern of advertising began to have a big change. In the internet age, the Giants try to advertise in ways that are not objectionable to users.

After reading the overall feeling is somewhat dull, the book mentions most of the information is I do not understand unfamiliar.

The author's writing style is more rigorous, the facts and opinions give the source of information as far as possible. I believe it is a good reference for the professionals.

Overall evaluation of 3 stars, has a certain reference value.

Here is a excerpt from some of the book's contents, #号后面是kindle电子版中的页码:

1: Some schools are starting to advertise on students ' locker and hallway floors. One of Florida State's Board of education contracts agreed to print the McDonald's logo on the student's report (if you have a good score, you can get a Happy Meal for free). #157

2: On the contrary, he relies on a very different and historically significant business model to profit, that is, to resell the reader's attention, that is, advertise. Dai is more determined and more aware than any of his predecessors that although his readers think he is his client, it is actually his product. #243

3: At the end of 1834, the daily readership of the New York Sun was said to have reached 5000 people, making it the New York newspaper. Dai had only wanted to improve his meager income, but it turned out that the newspaper could stay in business as an independent business. #295

4: Hopkins is once again using e-mails to flood brochures across the United States. Given the high profit margins (almost 0 of the manufacturing cost of Licouzon) and the sheer size of mailing brochures, he does not need to persuade many people to believe that their products can alleviate a range of ailments, including small illnesses (such as dandruff) and major illnesses (malaria, anthrax, diphtheria and cancer). #606

5: The success of the United Kingdom and the American political propaganda campaign has had a profound international impact in the coming years of the 20th century, setting a new paradigm in manipulating the public towards a consistent, firm attitude towards the things that once divided their views. #891

6: That is why Jacques Herulle argues that only isolated people-rural or urban poor-can really be immune to political propaganda, and that intellectuals who are well-read, assertive, and who believe they are not affected by political propaganda are actually susceptible to manipulation. #910

7: But at some point, George Washington Hill, like many others, turned to the advertising principles of female consumers in the 1920s. He suddenly decided that the real secret of the success of a good-color brand was to persuade women to smoke their cigarettes, especially in public places. #1234

8: When the radio aired "Amos and Andy", he noticed something special in his friend's house: The whole family stopped and sat around the radio listening attentively to the whole program. #1550

9: According to reports at the time, this has begun to affect all aspects of the timetable. Hotels, restaurants and cinemas will play the show for their guests. Because of the fear of being replaced, cinemas will advertise that they have a radio device that can play Amos and Andy at 7 o'clock in the evening, before the news clips and positives are played. #1605

10: The success of Amos and Andy shows that an industry can actually have a majority of the people in the day--in this case every night in the country 7 o'clock. #1646

11: The broadcasters continue to conquer the attention-rich but not-to-be-captured days of the audience after a special night-time period. Soon, they successfully launched daytime soap operas for women who do housework and sometimes have nothing to do, thanks to the various modern conveniences sold on the market. #1650

12: The first Nielsen Radio listening rate was not released until 1947. But even in the original form, quantitative measurements of attention have allowed broadcasters to more accurately estimate the value of their own sales broadcast time, which inevitably revolutionized the broadcasting industry. #1877

13: Almost everyone who has heard Hitler's speech will think that his speech has the power of hypnosis. HANF Stanger admits: "Hitler's influence in a few hours will not repeat itself for many years." "#2044

14: The political propaganda of the Third Reich was so extreme, so blunt and devastating, that the practitioners were so despicable that they left a deep imprint on the remaining decades of the 20th century, far beyond the "One World War" campaign between Britain and the United States. #2135

15: Once you sit comfortably in your own home, time flies fast-in the late 1950s, a person spends nearly 5 hours a day in the joys and sorrows of television. #2193

16: The 1950s is the decade of the people, though many reasons and complicated, but one of the reasons that can not be ignored is that the influence of television has never been the size of the history of attention, and the things that have been created to gain attention tend to be the same. #2283

17: The ultimate battle for attention has just begun as NBC has successfully launched an assault on the pinnacle of intellectual programming. To attract audiences, Revlon and CBS doubled their bonuses for the 64000 Grand Challenge. #2438

18: Vertex The invention of the company is our remote control today, initially it does not seem to be one of the most significant inventions in history, and even never really block ads as the chairman asked, but can mute ads. But the towering trees of science and technology come from planting small trees. #2564

19: Of course, children's attention is not well-controlled by adults, but once they are focused, they are more fully receptive to presenting the information that is present. In the early the 1950s, advertisers became aware of the commercial potential of children affected by television. #2835

20: In fact, the spontaneity of attention control may disappear completely in the process of continuous rapid change of platform. The person who quickly switches the channel is in a state of mind that is no different from a newborn or reptile: the thought of succumbing to this is simply to explore and follow everything that attracts you. #3182

21: It seems obvious at the moment that the celebrity has grown into a focus merchant, and that the fame they have been digging is not just their collateral, but their special capital. #3917

22: In 1996, Oprah called "the world's largest book club" to meet audiences. She will announce her selection of books and give the audience one months to read. #4024

23: In any case, reality shows become a major discovery, even if it is not properly done in some ways. Because the programs that make viewers flock are both real and untrue. The producer distorts the facts for the scene and plans to get the most attention with the least amount of input. #4321

24: In short, Microsoft has not actually been able to overcome the challenges, and it is too simplistic to integrate TV and the Internet. In fact, Microsoft simply sees the Internet as a new channel to play content, like inventing the internet to expand cable television. #4396

25: Gross has turned his "high-priced" search concept into a goto company. The company was founded 7 months before Google and was a major competitor to Google for some time. #4442

26: In fact, The Huffington Post is not alone. In the 21st century, the purely content-driven attention trader was unable to make money. In part, this is because advertisers realise that there are too many attention-dealers competing, and they don't have to "underwrite" the media industry by reselling their attention to newspapers, radio or television. #4832

27: In terms of advertising, if Google's users are very close to the final stage of sales, Facebook users are at least at the initial cognitive stage. In other words, this means that people don't always click on Facebook ads. #5111

28: In the first 10 years of 21st century, Facebook found a way to solve the problem. First, it has invested a lot of money to develop measurement indicators to persuade advertisers that although people rarely click on Facebook ads, these ads are still valuable. #5115

29: By 2015, the fourth screen will be held in everyone's hands, occupying almost 1/3 of the waking hours of Americans. This will become an undisputed new frontier in the harvest of attention in the 21st century, the fate of the attention merchant. From then on, no matter where you go, your smartphone will follow you, of course, advertising. #5286

30: The results show that even among those with relatively few relative concerns, the emotional state is not optimistic. One woman wrote: "I feel anxious about how many praise I have gained from a picture I have published." If I had received two likes, I would have felt like something was wrong. "#5404

31: In September 2015, Apple's new operating system was on schedule, and the reality was worse for web publishers and advertisers than they thought. Overnight, ad masking software has undoubtedly become the most popular app. #5728

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3 Stars | Attention economy: A brief History of the American advertising industry from newspapers to mobile phones