This monograph examines the life of Volney B. Palmer, who was the prototype of the modern advertising person. The first section discusses his background and early experience in Pennsylvania. The second section discusses the American Newspaper Agency, established as the first advertising agency in 1842. The third section examines the kind of man Palmer was and concludes that, among his many accomplishments, he was the first advertising agent in the country; he promoted the concept of advertising to change marketing techniques; he sold a "system of advertising" instead of simply offering newspaper space for sale; and he wrote, produced and delivered advertisements to newspapers for advertising. (TS)