Although short descriptions of products could be seen in the newspapers of the 17th century, the real advertising phenomenon emerged in the 19th century, when its wheels started to spin. Advertising agencies, where experts in communication were employed, were a growing business, as manufacturers began to realize that they needed something distinctive, like a hallmark, in order to make their unique products to be considered the best. The increasingly crowded marketplace suddenly became too small for the wide variety of products available out there.