La configuración de la prensa como soporte publicitario

Resumen

In general, and in the last decades of the 19th century, both the advertising insertions and the journalistic editions grew up to culminate with the emergence of a new group of associations. The main goal of these associations was to defend the interests of the involved sectors in a new way to understand the communication. In the present investigation, the analysis of relevant sources of the time –newspapers and illustrated magazines- allows us to affirm that, between 1879 and 1896, several facts occurred. First, an energetic associative impulse around the advertising activity that, until that moment, was insignificant in Spain. Secondly, we find ourselves under the influence of some organizations in the advertising management such as the media centers. Third, the press exceeds its main function of media, to be considered as advertising support too. Fourth, the amount of documents where other organizations are demanded, that can be considered precedents of the Office of Spreading Justification (OJD) and the Investigation of the media (AIMC) through the General Study if the Media (EGM).