Modern advertising was created in the US between 1870 and 1920 when advertisers and the increasingly specialized advertising industry that served them crafted means of reliable access to and knowledge of audiences. This highly original and accessible book re-centers the story of the invention of modern advertising on the question of how access to audiences was streamlined and standardized. Drawing from late-nineteenth and early-twentieth-century materials, especially from the advertising industry’s professional journals and the business press, chapters on the development of print media, billboard, and direct mail advertising illustrate the struggles amongst advertisers, intermediaries, audience-sellers, and often-resistant audiences themselves. Over time, the maturing advertising industry transformed the haphazard business of getting advertisements before the eyes of the public into a market in which audience attention could be traded as a commodity. This book applies economic theory with historical narrative to explain market participants’ ongoing quests to expand the reach of the market and to increase the efficiency of attention harvesting operations. It will be of interest to scholars of contemporary American advertising, the history of advertising more generally, and also of economic history and theory.

From the cars we drive to the instant messages we receive, from debate about genetically modified foods to astonishing strides in cloning, robotics, and nanotechnology, it would be hard to deny technology's powerful grip on our lives. To stop and ask whether this digitized, implanted reality is quite what we had in mind when we opted for progress, or to ask if we might not be creating more problems than we solve, is likely to peg us as hopelessly backward or suspiciously eccentric. Yet not only questioning, but challenging technology turns out to have a long and noble history. In this timely and incisive work, Nicols Fox examines contemporary resistance to technology and places it in a surprising historical context. She brilliantly illuminates the rich but oftentimes unrecognized literary and philosophical tradition that has existed for nearly two centuries, since the first Luddites—the ""machine breaking"" followers of the mythical Ned Ludd—lifted their sledgehammers in protest against the Industrial Revolution. Tracing that current of thought through some of the great minds of the 19th and 20th centuries—William Blake, Mary Shelley, Charles Dickens, John Ruskin, William Morris, Henry David Thoreau, Ralph Waldo Emerson, Robert Graves, Aldo Leopold, Rachel Carson, and many others—Fox demonstrates that modern protests against consumptive lifestyles and misgivings about the relentless march of mechanization are part of a fascinating hidden history. She shows as well that the Luddite tradition can yield important insights into how we might reshape both technology and modern life so that human, community, and environmental values take precedence over the demands of the machine. In Against the Machine, Nicols Fox writes with compelling immediacy—bringing a new dimension and depth to the debate over what technology means, both now and for our future.

New York magazine was born in 1968 after a run as an insert of the New York Herald Tribune and quickly made a place for itself as the trusted resource for readers across the country. With award-winning writing and photography covering everything from politics and food to theater and fashion, the magazine's consistent mission has been to reflect back to its audience the energy and excitement of the city itself, while celebrating New York as both a place and an idea.