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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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PRINTED FROM CHICAGO SCHOLARSHIP ONLINE (www.chicago.universitypressscholarship.com). (c) Copyright University of Chicago Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CHSO for personal use.date: 03 December 2021

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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