Although there is no essential need to understand the historical progression of marketing methods and rationales to start out in Affiliate Marketing, we've found over the years that the better a person understands why they are doing something in a particular way, the more likely they are to follow a designated modus of operation and thus the more likely they are to succeed.
For example, a person who understands the history and mechanisms of marketing is much less likely to give up on the project if they have a bad week than a person who doesn't understand these things. You see, having a bad day or bad week, or even a bad month, in your marketing activity is statistically certain; it will happen, it's just question of 'when' and 'for how long'. It will never be a question of 'if' it will happen; it will.
Unfortunately, most people don't understand this because they have not taken the time to really understand the subject. Here we provide a brief history of Affiliate Marketing as it looked prior to the invention of the internet - this proves that although Affiliate Marketing is made greatly easier by using the internet, it is not strictly dependent on it.
The Wine and Olive Oil Trade.
Although there can be no doubt that Affiliate Marketing started even before the days of the Roman Empire, that is the first recorded incidence of it that we can find. Roman merchants and landowners would often use a form of "affiliate marketing" to promote their goods, such as wine or olive oil, across the vast Roman Empire. They would form partnerships with local traders and middlemen in different provinces. These local traders acted as agents or affiliates, promoting and selling the merchant’s products in their regions, which the Roman merchant would then fulfil. In exchange, they received a share of the profits or a commission based on the sales they facilitated.
Medieval Traders and Merchants.
In the Middle Ages, merchants would often form partnerships with local guides or "factors" who would direct travellers or buyers to their shops in exchange for a commission. For instance, a silk trader in Venice might pay a local guide a portion of the profits for every wealthy traveller they brought to the shop. This was a form of affiliate marketing in the sense that the guide was rewarded for driving business to the merchant.
Benjamin Franklin and Subscription Newspapers.
In the 1700s, Benjamin Franklin used a form of affiliate marketing to promote his publications. He would collaborate with other printers and postmasters, who would sell subscriptions to his newspapers in exchange for a commission on each subscription sold. This network helped Franklin expand his reach and subscriber base significantly.
The 1800s and the rise of Global Trade.
During the 19th Century the mass-manufacturing of goods started to become common and for the first time in human history companies could produce enough goods to supply the entire globe IF they could find the customers. It would obviously be both time consuming and expensive to set up shops all over the place without knowing if the products would sell or not, nor was there much appetite with most firms to actually employ people and bear the cost of a payroll. So enters the modern independent affiliate!
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The affiliates came from a group of people who were sufficiently commercially-minded to realise that companies would be willing to pay very attractive commissions for the right results. One such company was the Singer Sewing Machine Company, founded in 1851, which used a form of affiliate marketing to expand its market reach. The company engaged independent sales agents who would travel across towns and rural areas demonstrating the sewing machines to potential customers. These agents earned a commission on each machine sold, which incentivized them to promote the products actively. This approach was crucial in establishing Singer's dominance in the sewing machine market.
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By offering commissions and direct incentives to agents for each sale, the company effectively utilized a model similar to modern affiliate marketing. This eventually extended to marketing beyond the borders of the United States and ultimately Singer became one of the first truly global brands. The postcard advertising Singer Sewing Machines below was part of a series that depicted couples from around the world. This one was distributed at the Chicago World's Fair in 1893.
The 1900s and the advent of customer-centrism.
Philip Kotler, often considered the father of modern marketing, helped define and popularize a succession of so-called "commercial" eras in his writings. His seminal work, "Marketing Management," outlines the progression of marketing thought, including the transitions between the Production Era, Sales Era, and Marketing Era. Other marketing scholars and historians contributed to the framework by analysing how businesses shifted their focus from production-centric to sales-centric and eventually to customer-centric models over time. This book, now in its 16th Edition, is a must read for anyone seriously intent on making money from marketing - there is a link to it on Amazon on our shop page... and as you might expect, it's an affiliate link and we receive a small commission if you buy via it.
The Production Era (late 19th century–1920s) focused on manufacturing efficiency and mass production. Businesses assumed that if they produced quality goods at scale, consumers would buy them. This was driven by industrialization, exemplified by Henry Ford’s assembly line, which made products affordable and widely available. Companies were concerned primarily with improving production processes and reducing costs, believing that availability would create its own demand.
The Sales Era (1920s–1950s) followed as industries faced overproduction and increased competition. Supply outpaced demand, so businesses turned to aggressive sales strategies to push products. The focus shifted to persuading customers to buy, using advertising, promotions, trained salespeople and independent affiliates. Companies prioritized short-term sales over customer relationships, assuming consumers could be convinced to purchase through persistence. This was the so-called Golden Age of Sales and many men (usually) out of work due to the Great Depression, turned to door-to-door selling as a way of making a few bucks. Products included bibles, encyclopaedias, vacuum cleaners, kitchenware, cosmetics and home cleaning products, amongst many others.
The Marketing Era (1950s–present) marked a major shift in strategy. Companies recognized that success depends on understanding and meeting customer needs and preferences rather than just selling what is produced. Market research, segmentation, and consumer feedback became central. The emphasis moved from selling products to creating value and building long-term customer relationships. This customer-centric approach became foundational in modern marketing strategies, focusing on identifying demand and creating tailored solutions.
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These eras illustrate the evolution from production-focused to customer-centric business models.
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