Advertising agencies in the mid-nineteenth century relied on specific strategies to build revenue. One of the most viable of these strategies, pioneered in the 1840s by Volney B. Palmer, was __________.

Question

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Volney B. Palmer pioneered the basic media-billing model, where agencies would buy large amounts of advertising space from publishers at a discount and then resell it to advertisers at a higher rate, thus generating revenue.

Advertising Agencies in the Mid-Nineteenth Century Relied on Specific Strategies