During 1930-1950, the purpose and content of corporate
annual reports were vigorously debated in the business
press. Using these writings as a case file, this research
presents evidence that contradicts the received view that the
Marketing Era post-dates 1950. The evidence strongly
suggests that the reports themselves were marketed. Target
audiences were identified and researched, and their needs
and desires were respected in content, design, and distribu
tion decisions. Furthermore, the debate over the reports'
substantive content suggests that both product/service mar
keting and social marketing were pervasive before 1950.
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