Advertising expedition
Advertisement expeditions mediated the placement of advertisements between newspapers and advertisers in the 19th and first half of the 20th century . They can be considered the forerunners of today's advertising agencies .
After the compulsory advertising was lifted in Prussia on January 1, 1847, advertisements and advertisements were not only allowed to be published in intelligence papers , but also in daily newspapers . General advertisements quickly spread as an advertising medium.
In 1855, the first German advertising expedition was founded in Altona with the Haasenstein advertising agency . Similar companies had sprung up earlier, especially in the Anglo-American region, but also in France. Haasenstein collected advertisements from advertisers, sold them to newspapers and collected a commission for them .
In Frankfurt am Main ( GL Daube , 1864), in Berlin ( Rudolf Mosse , 1867) and in many other cities, advertising expeditions were set up purely as intermediaries for advertising space, or existing companies set up branches . Soon newspapers were financed to more than 50 percent by advertising and also became interesting as a capital investment. Initially, the ads differed little in terms of their layout , and advertisers had to find a suitable editorial environment for their advertising themselves.
In the decades after the founding of the Empire in 1871 and in the course of industrialization and mass production , the design of the advertisements rose to the level of screaming. The advertising expeditions, above all Rudolf Mosse , leased the entire advertising space of some newspapers and thus changed from being a mere agent to a provider of advertising space. They also advised their customers on the design and placement of the advertisements.
In 1872 Mosse founded the Berliner Tageblatt , in 1889 the Berliner Morgenzeitung , bought up printing companies and expanded his expedition to the newspaper publisher , which put him in competition with publishers such as Ullstein and Scherl . The advertising expeditions, which had grown into large media companies, were accused of preferring (their own) newspapers and influencing their content orientation.
Between 1918 and 1929 there were fierce price wars between the advertising expeditions and, as a result, their inflation-like increase. Sometimes they were speculative objects for non-specialist investors . The first branches of American advertising agencies opened in Germany in the mid-1920s , all of which acted as full-service agencies.
In 1932, Rudolf Mosse, the largest advertising expedition at the time, ran into financial difficulties and became the property of Ala ( Allgemeine Werbung GmbH ) via a trust organization , which in turn was part of the Hugenberg Group .
With the law on commercial advertising in 1933 the ads expeditions were in fact brought into line and now were under the control of the Ministry of Public Enlightenment and Propaganda .