The press and advertising in France (18th and 19th centuries)

Whereas in the 17th century Renaudot is in France the founder of the advertisement but also of the press, he did nor manage to unify both. "Newspaper of the kings and powers of the earth", the Gazette carried out too high duties to be able to flirt with advertisements. Thus, advertisers exploited posters of leaflets. On the eve of the Revolution, posters were everywhere in Paris, in the meantime the Journal de Paris and newspapers from Panckoucke's bookshop opened out on advertisements. The Revolution broke this evolution. Afterwards, the newspapers were seldom interested in advertisements that they did not need yet to counterbalance their expenses. Due to a new governmental tax assault, the daily papers finally and definitely opened out to advertisements in 1828. Lately opened on advertisements, the great press let the advertisers invest in posters. Thus they preferred to insert "advertissement-posters" in the press, despite Girardin's efforts to promote only the "advertissement-notices". The concurrence of the posters, but also the deep distrust that surrounded fanciful advertisements or those by lying quacks, and those by speculators, all these elements explain that the French press was not in the 19th century the biggest advertsing medium that was dreamt by Girardin.