With technology increasing the amount of manufactured goods, businesses needed new markets available for the purchase of the goods. They needed to create these new markets.

In today's society, businesses create new markets through targeted advertising. However, prior to the industrial revolution, advertising was not for respectable print publications. Such questionable products as patent medicines and other imaginative creations monopolized the pages of less reknowned publications. For advertising to work, it would need its reputation adjusted. The need for advertising's reputuation adjustment grew as the technology slowly worked its way into the businesses of print publications. With the numbers of mass media publications increasing, publishers needed new ways to guarantee their success. Magazines started dropping cover prices to increase circulation. To supplement the costs, publishers turned to advertising. However, readers still viewed advertisements as preying on the gullible. For advertising and marketing strategies to be of any use, publishers and manufacturers needed to jointly clean up the reputation of this future business.

Publishers started referring to advertising in new ways. It became a service the modern reader shouldn't do without. It was the magazine's job to inform the reader of new products available to make life more comfortable. Each magazine personally guaranteed the products featured within their advertising pages. The trust a reader placed in their home town grocer could now be placed in advertising. Magazines taught the consumer what products to buy and the store owner what products to sell.

This new found trust in advertising was good, but manufacturers couldn't guarantee customers repeatedly purchasing from them specifically. Products needed to be distinctive in some way for the customers to know it was the same as they saw advertised. Each company went about this in different ways. For some, the product had unique characteristics. For others, the product was given a special name.

Manufacturers changed the appearances and names of their products, and the magazines changed the look of the ads. Instead of the cramped texts of the patent medicines, advertisers opened the space of the page up including pictures and to limiting the text to phrases. A new aesthetic developed for the art of advertising.