This first Chapter is a brief history of events leading up to the appearance of John E. Kennedy.
But it highlights a few milestones in advertising.
1704 The first newspaper ad appeared. It was in a Boston Newsletter and sought a buyer for an estate in Oyster Bay, Long Island
First, Newspaper Advertisement
1729 Benjamin Franklin starts to publish the Pennsylvania Gazette in Philadelphia – which included ads.
The Pennsylvania Gazette
1742 America’s first magazine ads published by Benjamin Franklin in General Magazine.
1784 America’s first successful daily newspaper, the Pennsylvania Packet and Daily Advertiser, starts in Philadelphia.
The Pennsylvania Packet
1833 Benjamin Day publishes the first successful “penny” newspaper – The Sun. Circulation reached 30,000 by 1837 which made it the largest in the world.
Benjamin Day Published the First Successful “Penny” Newspaper
1843 Volney Palow opens the first ad agency in Pennsylvania.
1868 Francis Wayland Ayer opens N.W. Ayer and Sons in Philadelphia with just $250.
Francis Wayland Ayer opens N.W. Ayer and Sons in Philadelphia
His first clients included Montgomery Ward, John Wannamaker, Dept. Stores, Singer Sewing machines, and Pond’s beauty cream.
1873 The first convention for ad agencies held in New York.
1877 J.W. Thompson buys Culter and Smith from William J. Carlton and pays $500 for the business and $800 for the office furniture.
J.W Thompson buys Culter and Smith
1880 Department Store founder John Wannamaker becomes first retailer to employ a full-time advertising copywriter – John E. Powers.
John Wannamaker employs first full-time copywriter
1881 Wannamaker makes famous statement: “half my advertising is wasted, I just don’t know which half.
John E. Powers
1881 Daniel M. Lord and Ambrose L. Thomas form Lord and Thomas in Chicago.
Lord and Thomas
1882 Procter and Gamble advertise Ivory Soap with an enormous budget of $11,000.
Procter and Gamble advertise Ivory Soap
1886 N.W. Ayer promotes advertising with the slogan: “Keeping everlastingly at it brings success.”
1886 Richard Warren Sears became the world’s first direct marketer.
Richard Warren Sears
1891 George Batten and Co. opens.
1892 N.W. Ayer hires full-time copywriter.
1892 Sears Roebuck formed.
Sears and Roebuck formed
1893 Printer’s Ink founded by George P. Rowell. A magazine that serves as the ‘little schoolmaster” in the art of advertising.
1898 N.W. Ayer helps National Biscuit Co. launch the first pre-packaged biscuit – Uneeda.
Uneeda Biscuit Launch
1899 Campbell Soup makes its first advertising.
1899 JWT becomes the first agency to open an office in London.
1900 N.W. Ayer establishes a business-getting department to plan ad campaigns.
1904 John E. Kennedy bursts onto the scene to change the face of advertising – forever.
John E. Kennedy joins Lord and Thomas
Go to Chapter Two to find out more.