02 - Publicité, quelle histoire ?
Benoît Lenoble
Promotions, stunts and media hype in France during the "Belle Époque"
Le Temps des médias n°2, printemps 2004, p.29-40.Top circulation dailies used various promotional techniques in turn-of-the century (19-20) France. Stunts, rallies and a range of “media events†generated hype to attract a mass readership. Promotional hype aimed both at fostering a given newspaper to the detriment of others and created a certain “media culture†.
To quote this article : http://histoiredesmedias.com/Promotions-stunts-and-media-hype.html