In 1926, at a height of British industrial action and broadcasting booms, the British Advertising Association was founded as a champion for UK advertisers and media owners. Last month, the advertiser’s association celebrated its centenary, representing hundreds of businesses across the UK, bridging the gaps between the country’s politicians and policy makers and those who are responsible for advertising in the UK.
But, how far exactly has advertising come in the past 100 years, and what can we learn from the history that the Advertising Association has helped to shape?
Turning Back the Clock to Advertising in 1926
Looking back today, the world of 1926 advertising is worlds away. Social media campaigns, Google Ads and fast-paced campaigns were beyond the realms of science fiction. Instead, businesses relied on much more consistent and traditional forms of advertising.
Before the explosion of trending social media posts, advertisers were quickly rushing to the rise of radio advertising as the BBC transitioned to become a public corporation in the late 1920’s, with a Royal Charter granting the BBC editorial independence. Coinciding with the UK’s General Strike in 1926, the BBC became the primary source of news and broadcasting to the British public.
It was during this period that the Advertising Association was founded, helping to promote responsible advertising and support growing industries across the UK.
As the pace of media broadcasting and advertising sped up, it became clear to businesses of all sizes that community advertising played a huge role in their commercial success.
In 1926, it became clearer than ever that advertising is not just about selling products; it was, and is, about building trust, reputation, and recognition. Small shops, tradespeople, theatres, and services depended on local newspapers and magazines to reach people in their area. Sound familiar?
Even 100 years on, technology has changed the world, but publications like Wave Magazine have continued the traditions that advertising was built on over 100 years ago, giving businesses a platform to be seen, remembered, and talked about within our community.
100 Years on, Passing The Torch to The New Generation of Advertising
In the celebrations of 100 years of the Advertising Association, the key takeaway could be found in a plea from Stephen Woodford, Chief Executive of the association:
‘Advertising must be recognised for its contribution to growth, rather than as a cost to cut or something to ban. Being trusted helps drive that growth, and we must keep earning the trust placed in us by improving the advertising experience and being accountable for the responsibilities we have.’ *
Here at Wave Magazine, we stand behind this mission wholeheartedly, believing in our contribution to community growth, founded on earned trust. Following our own celebrations of our 50th issue, we are proud to have worked with over 150 businesses in our local area, connecting Waverley residents with businesses they can trust.
By passing 100 years of the historic Advertising Association, we wonder ‘what advertising in another 100 years will look like?’. To join the new generation of advertising, reach out to Wave Magazine to discuss how we can help you reach the community near you.
