First issue of Billboard Advertising published in Cincinnati

Background. In 1894, billboards, posters, and paper advertisements in public spaces were the primary means of advertising. This context drove the creation of Billboard Advertising, a trade publication specifically designed to serve the bill-posting industry. The magazine was established in Cincinnati, Ohio, to address the needs of this specific commercial sector before later shifting focus to music.

Founders. William Donaldson and James Hennegan founded the publication. Donaldson managed the editorial and advertising aspects, while Hennegan, who owned the Hennegan Printing Co., oversaw the physical production of the magazine. Their partnership established the operational framework for the early trade journal.

Early Focus. Initially known as Billboard Advertising, the magazine covered the advertising and bill-posting industry. It served as a trade publication for bill posters, reflecting the dominant advertising methods of the time. The publication later expanded its scope, but its origins were rooted in the specific needs of the bill-posting trade.