PRINT ADVERTISING MAY BE CONSIDERED AS THE OLDEST form of advertising, but by far is deemed the most reliable and the most widely-used form of advertising.

Despite, the leaps and bounds development in marketing and advertising, using radio and television, and the many forms of social media, still print advertising is still resorted to, because of its effectiveness and reliability in attracting clientele and patrons.

The history of print advertising is rooted to commerce, industry, and social developments. The evolution of print advertising was largely influenced by the revolutionary development of the way manufacturers and product distributors sold their products in the market.

This aggressive marketing of products in order to get ahead of their stiffest and closest competitors resulted in the rise of several publishing and printing companies – the business of print advertising – their main source of revenues.

Print advertising having its humble beginning first at distributing simple handbills and newspaper clippings. Then, as technology and invention of modern machinery and equipment came into being, so was the way print advertising was made.

Today, as our way of life has progressed and our needs getting myriad and complicated, print advertising has also developed to keep-up with the changing-times to cater to our different needs. But still, print advertising is sought-after to promote, not just product and services, but also causes and events.

 While print advertising can be trace to ancient civilizations, like Egypt and China, ancient Greece and Rome, and Medieval Europe, modern print advertising has its inception during the 16^th century.

It wasn’t until the early 16^th century when the first newspapers, magazines and gazettes came into being, that the very first type of print advertising began. From early 16^th century Venice began the first weekly gazettes. From there, it spread to Italy, Germany and Holland. Followed by Britain in 1620. Then from 1702 to 1735 when the first daily, named The Daily Courant began.

Almost from the onset newspaper carried print advertising to defray the cost of printing. The very first products advertise in newspapers were books and quack medicines. But by 1650 onwards products and services began to increase, so was the print advertising.

The development of the printing machine allowed for the printing of handbills and trade cards.

Jonathan Holder, a London haberdasher during the 1670’s was the very first to issue his customers, a handbill printing his stocks and services with corresponding prices for each. Holder, was the first business establishment to issue a trade card which was emulated by later business establishments, to advertise their products and services.

Emile de Girardin, editor of the Paris newspaper La Presse in June 1836 was the first to resort to paid advertising to lower his price, increase the number of readership, thereby increasing his profit. His strategy later was copied by all newspapers in the world.

In Continental America in 1609, an ad in a British Newspaper advertise migration opportunities to America. With England’s wide conquest of the world, during the 17^th century, made an ad in the newspapers for Chinese porcelain, Indian spices and ropes, and Persian rugs. The British printed handbills to advertise their imported products for sale.

Benjamin Franklin, who founded the Pennsylvania Gazette in 1729 was the first to include pages for advertisements in his newspapers. From the 19^th century to the 20^th century in America – known as the consumerism age in America – were print advertising began its phenomenal rise due to the increase demand of print advertising.

During this period print advertising came into a steady rise where manufacturers were distributors were seeking more ad space in newspapers, and improved forms of handbill, they distribute to potential customers.

With the advent of the radio and television, it cut a big slice on the revenue of print advertising. Though, it still maintains a steady and captured market in magazines and newspapers.

By the 21^st century with the beginning of the digital age print ads have undergone a revolutionary change, where new technologies of print ads can be seen on the side of buildings, neon lights, buses, taxis, sidewalks and even on airplanes.

Modern print ads digital printing technology.

Print Advertising surely has gone a long from the old papyrus, to animal hide, up to the invention of paper in advertising products and services. Now, with the invention of the digital printing technology, printing advertising has really gone revolutionary, who knows how far, this form of advertising will go. But one thing is sure print advertising is here to stay, and will still be considered as the most reliable and widely-used form of advertising.