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Benoît Lenoble
Promotions, stunts and media hype in France during the "Belle Époque"
Le Temps des médias n°2, printemps 2004, p.29-40.Top circulation dailies used various promotional techniques in turn-of-the century (19-20) France. Stunts, rallies and a range of “media events” generated hype to attract a mass readership. Promotional hype aimed both at fostering a given newspaper to the detriment of others and created a certain “media culture”.
To quote this article : https://www.histoiredesmedias.com/Promotions-stunts-and-media-hype.html