Tendencies in the use of headlines in magazine advertising.

Abstract

This report covers briefly the results of an investigation of headline usage in magazine advertising during the twenty year period beginning with the year 1900. The Saturday Evening Post was selected as the representative medium on account of its acknowledged leadership in the advertising field. An analysis of the headline was made for the years 1900, 1905, 1910, 1915, and 1920, the data for each year being compiled from the complete issues of the months of March, June, September, and December, taken as representative of the advertising practice of the year. The study naturally falls into two major divisions, the first dealing with certain mechanical aspects of the headline, and the second with the factors of content and form.

Psychology in industry.

“…Changes in headlines over a period of twenty years are noted by Warden, Rorison, and Solinger (343). Kitson and Morgan (152) find a definite ratio between headline type and dimensions of advertisements in two periodicals.…”