End‐Paper Advertising
Abstract
Investigates ‘end paper advertising’ (publishers inclusion in own publications of additional printed matter not connected with the primary text). Makes note of books and other publications from as far back as 1751 ‐ ‘The Gardeners Kalendar’ and goes on to give an in‐depth study of this area. Concludes that this study covers a heretofore‐uncovered area of interest.
Keywords
Citation
Mackerness, E.D. (1986), "End‐Paper Advertising", European Journal of Marketing, Vol. 20 No. 9, pp. 57-71. https://doi.org/10.1108/EUM0000000004667
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited