A model of periodization of radio and internet advertising history

Abstract

PurposeThis paper aims to describe the development of forms of advertising on radio and internet when they were new media and propose a model of periodization through which the two histories can be understood and appreciated.Design/methodology/approachTwo narrative histories were constructed based on data collected from numerous public and private, historical and contemporary and primary and secondary materials. The methodology of New Historicism informed the research.FindingsWhen the two histories are viewed through the model, many similarities in terms of milestones and markers become apparent.Research limitations/implicationsPerhaps when the next new electronic mass medium is invented, a future researcher may look back on this model and consider whether it applies.Practical implicationsFor practitioners who consider history a relevant source of knowledge and inspiration, this research offers a way of organizing and understanding the history of internet advertising.Social implicationsToday’s consumers, especially Millennials, continue to seek to avoid advertising on the internet. The use of ad blockers poses a significant threat to the business models of online content providers. This research demonstrates that resistance to advertising is nothing new and that it may be, in the end, futile.Originality/valueThe model is an original creation, based on an original view of history, and offered as a lens through which to understand this history.