Copywriters Podcast

We’re back with an episode in the Old Masters series -- four Old Masters, in fact. These four people are the co-authors of the book “The Principles Of Advertising,” first published in 1915. I ran across it while tracking down something else I had learned about from Copywriting Historian Sean Vosler, who has been on this show before. The authors are: Harry Tipper, Harry L. Hollingsworth, George Burton Hotchkiss, and Frank Alvah Parsons. It’s interesting to see how much has changed and how little has changed in the last 100 years. Of course the world has changed and the channels of communication are different. But people are pretty much motivated by the same things they always have been. And what works in ads hasn’t changed that much, either. So the book we’re going to look at today was published over 100 years ago. It was written as a textbook and that should scare anyone off. But the good news is, two of the authors are ad professionals, and two are professors. The language is a little old-fashioned, but the