These set of three charts aims to refine the rhythmanalysis based on contracts duraction by appreciating the nature and degree of turnover within the same advertising spaces rented by the Oriental Advertising Agency in 1914. For that very purpose, we have established scale of change ranging from 0 to 3:
- 0: identical renewal of the contract
- 1: same advertiser, change of dimensions
- 2: same advertiser, change of location
- 3: change of advertiser, or space shared between two advertisers.
The pie chart suggests that Oriental Advertising Agency's spaces are marked by a high degree of instability in wartime. The maximal degree of change (3) represent 56% of the changes, followed by changes of location (26%), identical revewal (10%) and change of dimensions.
The measurements are based on the the census made by the S.M.C. in 1914 and the regular inventories of Oriental Advertising Agency's boards sent to the Council by the company itself, between May 1 and December 31, 1914. Source: SMA (SMC), U1-14-3251 (1139-1151), U1-14-3267 (1047-1049).
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