A study of certain aspects of advertising in the Saturday Evening Post.

Abstract

This study includes the results of the investigation of several aspects of advertising in the Saturday Evening Post, as indicated by the headings of the three following sections, covering the period since 1900. The data were gathered on each topic from complete issues of the months of March, June, September, and December for the years 1900, 1905, 1910, 1915 and 1920, these months being taken as fairly representative of the advertising practice of the year. The advertisements appearing on the front and back covers were omitted from computation throughout the study.

Psychology in industry.

“…The approach has an element of interest, but the unreliability of individual judgments and other unfavorable comparisons are given too little weight in discussing the usefulness of this method. The historical method recommended by Kitson is applied by Warden, Yahn, Lewis and Eigenmann (177) in studying changes over a period of twenty years in size of advertisements and ratio of advertisements to reading space in a well-known weekly. The authors note changes in the increase in the use of full-page advertisements, of drawings, in the use of coupons, etc.…”