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A Word from Our SponsorAdmen, Advertising, and the Golden Age of Radio$
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Cynthia B. Meyers

Print publication date: 2013

Print ISBN-13: 9780823253708

Published to Fordham Scholarship Online: September 2015

DOI: 10.5422/fordham/9780823253708.001.0001

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They Sway Millions as If by Some Magic Wand

They Sway Millions as If by Some Magic Wand

The Advertising Industry Enters Radio in the Late 1920s

Chapter:
(p.55) 3 They Sway Millions as If by Some Magic Wand
Source:
A Word from Our Sponsor
Author(s):

Cynthia B. Meyers

Publisher:
Fordham University Press
DOI:10.5422/fordham/9780823253708.003.0003

This chapter explores how and why advertising agencies became program suppliers. Admen initially resisted radio because of their desire to maintain good relations with print publishers, who feared the competition posed by the new medium, in addition to concerns that the industry's professional respectability could be undermined by associating with showbusiness. Facing competition for clients from other program producers, advertising agencies soon moved into radio with varying levels of enthusiasm and commitment. Once in radio, agencies were responsible for overseeing programming and integrating it with advertising strategies. Radio's temporary nature, lack of visuals, and reliance on human voices limited admen's options. But analogizing the human voice as a “typeface,” admen began to explore alternative strategies for engaging audiences.

Keywords:   advertising agencies, program suppliers, radio, programming, advertising strategies

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