Tim Wu, a law professor at Columbia University, is perhaps best known for coming up with the phrase “net neutrality.” In his last book, The Master Switch, Wu traced the history of modern communications and media consolidation. In his new book, The Attention Merchants, Wu delves into the history of advertising, propaganda, and media. Wu writes a history that begins with Benjamin Day’s idea to sell his paper, The New York Sun, for less than the cost of production and make up the difference through advertising; now, ads are even displayed in public schools.

Many media companies — including this one — aim to attract the attention of readers or viewers. That attention is then directed, at least theoretically, toward the ads the company…

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