Review of Making millions read and buy

Abstract

Reviews the book, Making millions read and buy by William A. Thomson (1934). This book will not be of special interest to the average psychologist, as it is written more for the student of newspaper advertising. It deals with the problems, methods, and advantages of newspaper advertising. Mr. Thomson is thoroughly convinced that the newspaper has all the merits of other media in addition to some of its own. One cannot help sharing his enthusiasm. The book is written in typical journalistic style: racy, easy to read, and interesting. At first glance it seems chiefly to raise problems and give only the haziest answers. This alone would be valuable, as after all advertising cannot be cut and dried; each advertiser has his own problems, and the factor of novelty is very important. But also one finds on closer inspection that there are a great many facts, figures, and illustrations which give concrete evidence on the points the author brings up. (PsycInfo Database Record (c) 2025 APA, all rights reserved)