在长达数百年的时间里，叫卖人就是大众媒体：一位持证官员摇铃大声宣读官方公告，并收费为商人宣传通告，在那个大多数顾客不识字的年代。大众识字率的提高和廉价报纸的普及，在整个十九世纪逐渐抹去了这个商业角色，如今只留下礼仪性的叫卖人，主要存续于英国及英联邦的仪式活动和“叫卖”竞赛中。
城镇叫卖人已不复存在。这里整理是什么消灭了它，以及哪个职业接手了那份工作。
当时还发生了什么
1477年
卡克斯顿印出英格兰第一条广告
英格兰第一位印刷商威廉·卡克斯顿印制了一份小传单，为一本供神父使用的手册《索尔兹伯里祈祷仪轨》做广告，在他位于威斯敏斯特的店铺出售——结尾附上拉丁语恳求“Supplico stet cedula”：请勿撕下此告示。印刷广告与对抗撕除广告的斗争，就诞生在同一份文件里。
1841年
第一家广告代理公司
沃尔尼·B·帕尔默在费城开设了美国第一家广告代理公司，批量购买报纸版面再转卖给广告主并抽取佣金。他即兴发明的佣金模式，此后主导了代理行业一个半世纪的经济模式。
1923年
霍普金斯出版《科学的广告》
克劳德·C·霍普金斯用带编号的优惠券追踪每一场广告活动，让每条广告的销量都可被计数，他把数十年的实测经验提炼成《科学的广告》——测试文化的奠基之作。大卫·奥格威后来写道，任何人不把这本书读上七遍，就不该被允许碰广告。
1931年
宝洁发明品牌管理
宝洁的初级广告经理尼尔·麦克尔罗伊，不满佳美香皂在象牙香皂旁边得不到重视，写下一份三页备忘录，提议由一个人和一个团队对每个品牌的成败全权负责，各品牌像对待外部对手一样彼此内部竞争。这份备忘录创造了品牌经理这一角色——现代营销人员的原型。麦克尔罗伊后来出任美国国防部长。
Before mass literacy, official news reached most people by voice: the crier rang a bell, shouted 'Oyez,' and proclaimed ordinances, markets, wars and executions in the street, protected by law because harming the messenger meant defying the crown. Cheap newspapers and rising literacy erased the trade through the nineteenth century; it survives today only ceremonially, in the competitive town-crier championships of Britain, Canada and Australia.
59 BCE – 1500
Gazettes before print
For fifteen centuries news was an instrument of administration: Rome's posted Acta Diurna, China's hand-copied dibao carrying edicts and appointments to officials across dynasties, town criers proclaiming ordinances to the unlettered. The writers were scribes and clerks whose loyalty ran to the state or a patron. What did not yet exist was the idea that finding things out and telling the public could be an independent occupation with its own standards and its own risks.
当时还发生了什么
1605
The first printed newspaper
In Strasbourg, printer Johann Carolus, tired of hand-copying his subscription newsletter of dispatches, sets it in type as the Relation aller Fürnemmen und gedenckwürdigen Historien — recognized by the World Association of Newspapers as the world's first printed newspaper.
1735
The Zenger verdict
New York printer John Peter Zenger, jailed for seditious libel after his paper attacked Governor William Cosby, is acquitted when lawyer Andrew Hamilton persuades the jury that printing the truth cannot be a crime. The verdict changes no statute but becomes a founding legend of press freedom in the American colonies.
1851
Reuter wires the news
Paul Julius Reuter — who a year earlier bridged a gap in the telegraph line with carrier pigeons flown between Aachen and Brussels — opens a telegraph office beside the London Stock Exchange. His agency, alongside Havas in Paris (1835) and Wolff in Berlin, turns news into a wired, traded global commodity.
1887
Nellie Bly goes inside
For Joseph Pulitzer's New York World, 23-year-old Nellie Bly feigns insanity to get committed to the Blackwell's Island asylum and spends ten days inside. Ten Days in a Mad-House triggers a grand jury investigation, budget increases follow, and undercover investigation becomes a repeatable journalistic method.
那份工作如今在哪里
The witness who finds out what is happening and tells the public — from Rome's Acta Diurna to the Panama Papers, still asking questions power would rather skip.
📰 Journalist →