Breaking Up America: Advertisers and the New Media World

260 Pages·1997·16.54 MB·English

by  Joseph Turow

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JOSEPH
TUROW
THE UNIVgRsITT OF CHICAGO PRESS / CmCAW AND LONDON
The University of Chicago Press, Chicago 60637
The University of Chicago Press, Ltd., London
0 1997 by The University of Chicago
ALI rights reserved. Published 1997
Printed in the United States of America
06050403 2345
ISBN: 0-226-81749-0
ISBN: 0-226-81750-4
Turow, Joseph.
Breaking up America : advertisers and the new media world / Joseph Turow.
p. cm.
Includes bibliographical references and index.
ISBN 0-226-81749-0( cloth: alk. paper) ISBN 0-226-81750-4( paper)
1. Advertising-Social aspects-United States. 2. Target
marketing-United States. I. Title.
HF5813.U6T85 1997
659.1'042-dc20 96-9853
CIP
@ The paper used in this publication meets the
minimum requirements of the American National Standard
for Information Sciences-Permanence of Paper for
Printed Library Materials, ANSI 239.48-1992.
For Jonathan, Marissa, and Rebecca
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Preface / ix
ONE
Targeting a New World / 1
TWO
In Mass Marketing’s Shadow / 18
THREE
The Roots of Division / 37
FOUR
Mapping a Fractured Society / 55
FZVE
Signaling Divisions / 90
SIX
Tailoring Differences / 125
SE-
Planning a Fractured Future / 157
EIGHT
ImageTribes / 184
Notes / 201
Index / 231
vii
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