By studying the marketing of advertising space, this paper aims to study how class, gender and region were portrayed in terms of economic considerations in adverts selling advertising space to potential advertisers. The paper studies how readers were discursively transformed into consumers in this material and how different consumer groups were depicted, divided and framed during Sweden’s early consumer culture. By doing so, the paper highlights the tensions between aiming at a mass audience, on the one hand, and striving to reach more and more specific consumer groups on the other hand.,Both qualitative and quantitative analyses are made in order to follow the changes of highlighted consumer groups in the ads. Intersectional analysis is used to see how notions of class and gender intersected during the analysed period.,The sectioning of the press is in the paper stressed as a prerequisite for market segmentation and the economic history of mass media is lifted as essential for understanding it. The gendering and classing of market segments were also based on how common interests were interpreted by political movements and their press forums. For surviving in the long run, however, the paper argues that the political press needed to commercialise their readerships to attract advertisers and survive economically.,The paper concludes that mass marketing and segmentation processes were in many senses parallel in the studied material. Statements of reaching all social classes diminished over time, but notions of the masses were prevalent in both the worker and the women categories. However, how advertisers choose between different media for their advertising campaigns or how they adopted different marketing methods towards different segments are beyond the scope of this paper.

中文翻译：

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销售消费者：瑞典的广告空间营销，1880-1939年

通过研究广告空间的营销，本文旨在研究如何在从经济角度考虑如何在向潜在广告主出售广告空间的广告中刻画阶级，性别和地区。这篇论文研究了如何在这种材料中将读者如何分散地转变为消费者，以及在瑞典的早期消费文化中如何描绘，划分和构筑不同的消费群体。通过这样做，本文强调了一方面针对大众受众与另一方面努力争取越来越多的特定消费群体之间的紧张关系。为了适应变化，进行了定性和定量分析广告中突出显示的消费者群体。区间分析用于查看分析期间的阶级和性别概念是如何相交的。报纸中的新闻章节被强调为市场细分的先决条件，而大众传媒的经济历史则被提升为对其进行理解的必要条件。市场细分的性别划分和分类还基于政治运动及其新闻论坛如何解释共同利益。但是，为了长期生存，本文认为政治媒体需要将其读者群体商业化以吸引广告商并经济地生存。论文得出结论，在许多方面，大规模营销和细分过程在所研究的材料中是平行的。随着时间的流逝，达到所有社会阶层的言论有所减少，但在工人和妇女类别中，群众的观念都很普遍。然而，