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Classified Advertising: A Neglected Medium

E. S. Lorimor
Journal of Advertising
Vol. 6, No. 1 (Winter, 1977), pp. 17-25
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4188086
Page Count: 9
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Abstract

Classified advertising is an important medium. It produces more revenue than national newspaper advertising. By acting as a stabilizing force financially, classified advertising helps to maintain press freedom. Classified employs large numbers of people. For many reasons, classified advertising is usually less criticized than advertising generally. Yet classified is largely regarded with condenscension by the trade and virtually ignored by academia. This paper considers the definitions and treatment of classified advertising and discusses its regulation by the industry and government. It also considers classified's underestimation, and its outlook and employment opportunities.

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