processed producers' goods (Porter & Livesay, 1971, p. 131). These industries shared similar patterns in the distribution of their products in the first two-thirds of the century, but broad changes in the distribution pattern of the American iron and steel industry occurred in the latter part of the nineteenth century. In this industry, as in many others, the years from the end of the Civil War through the turn of the century were characterized by the passing of the distribution function from the hands of specialized commission merchants and brokers to the manufacturers. Porter & Livesay argue steel firms did not consider product differentiation by advertising in brand names to be important factors in marketing (Porter & Livesay, 1971, p. 132). They did not utilize advertising or the idea of differentiated products because they were more concerned with generating concentrated demand among large consumers (Porter & Livesay, 1971, p. 133). Consequently, middlemen remained significant in this industry until it began to witness the success of adv
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