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
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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