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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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PRINTED FROM FORDHAM SCHOLARSHIP ONLINE (www.fordham.universitypressscholarship.com). (c) Copyright Fordham University Press, 2019. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in FSO for personal use.date: 15 October 2019

The Fourth Dimension of Advertising

The Fourth Dimension of Advertising

The Development of Commercial Broadcasting in the 1920s

Chapter:
(p.33) 2 The Fourth Dimension of Advertising
Source:
A Word from Our Sponsor
Author(s):

Cynthia B. Meyers

Publisher:
Fordham University Press
DOI:10.5422/fordham/9780823253708.003.0002

This chapter focuses on the origins of commercial broadcasting. Commercial broadcasting originated from a number of political decisions and economic incentives that developed throughout the 1920s. These include the decision to pay for broadcasting with advertising rather than taxes, the decision to regulate it weakly or not at all, the incentives among radio patent holders competing for revenues, and the potential profitability of linking chains of stations into national networks. Hiring members of the advertising industry to reach out to the advertising and business worlds developed appeals to promote the new commercial medium effectively. By 1933, advertisers in the food, drug, and personal products industries, along with tobacco companies, had become “the backbone of American broadcast advertising.”

Keywords:   commercial broadcasting, economic incentives, advertising industry, business advertising, American broadcast advertising

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