This historical discourse analysis examines how various social actors legitimated print advertising from 1800 to 1870. The analysis shows how supporters of advertising overcame ambivalence and hostility toward advertising. Prior to the early 1840s, advertising was promoted by publishers, geared largely to general newspaper readers, and restrained via subtle discursive strategies. Later, promoters of advertising—including publishers and ad agents—tapped into socially and institutionally located legitimating discourse to sell advertising to a wide range of American businesspersons. The findings invite a reconsideration of conclusions made in previous advertising histories.