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The Accidental DiaristA History of the Daily Planner in America$
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Molly A. McCarthy

Print publication date: 2013

Print ISBN-13: 9780226033211

Published to Chicago Scholarship Online: September 2013

DOI: 10.7208/chicago/9780226033495.001.0001

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The Daily Planner Meets the Adman

The Daily Planner Meets the Adman

Chapter:
(p.201) Chapter Five The Daily Planner Meets the Adman
Source:
The Accidental Diarist
Author(s):

Molly McCarthy

Publisher:
University of Chicago Press
DOI:10.7208/chicago/9780226033495.003.0006

This chapter discusses how John Wanamaker, a great advertising expert and retail businessman, introduced a diary for the new century. Although it looked like a common diary of its time, this modern diary sported advertisements of items available at Wanamaker's stores. Just like a catalog, users could skim an extensive index of advertisers broken down into several categories that will subtly bring customers into Wanamaker's stores. This move by the genius advertiser opened the way to any potential customer's heart. This allowed an even more intimate persuasion of buyers, which allowed advertising to be interwoven to the lives of every diarist.

Keywords:   Wanamaker Diary, John Wanamaker, advertising, catalog

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