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The Daily Planner Meets the Adman

The Daily Planner Meets the Adman

(p.201) Chapter Five The Daily Planner Meets the Adman
The Accidental Diarist
Molly McCarthy
University of Chicago Press

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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