A Word from Our Sponsor: Admen, Advertising, and the Golden Age of Radio

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Oxford University Press, Nov 1, 2013 - Business & Economics - 288 pages
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The behind-the-scenes story of how admen and sponsors helped shape broadcasting into a popular commercial entertainment medium. During the "golden age" of radio, from roughly the late 1920s until the late 1940s, advertising agencies were arguably the most important sources of radio entertainment. Most nationally broadcast programs on network radio were created, produced, written, and/or managed by advertising agencies: for example, J. Walter Thompson produced "Kraft Music Hall" for Kraft; Benton & Bowles oversaw "Show Boat" for Maxwell House Coffee; and Young & Rubicam managed "Town Hall Tonight" with comedian Fred Allen for Bristol-Myers. Yet this fact has disappeared from popular memory and receives little attention from media scholars and historians. By repositioning the advertising industry as a central agent in the development of broadcasting, author Cynthia B. Meyers challenges conventional views about the role of advertising in culture, the integration of media industries, and the role of commercialism in broadcasting history. Based largely on archival materials, A Word from Our Sponsor mines agency records from the J. Walter Thompson papers at Duke University, which include staff meeting transcriptions, memos, and account histories; agency records of BBDO, Benton & Bowles, Young & Rubicam, and N. W. Ayer; contemporaneous trade publications; and the voluminous correspondence between NBC and agency executives in the NBC Records at the Wisconsin Historical Society. Mediating between audiences' desire for entertainment and advertisers' desire for sales, admen combined "showmanship" with "salesmanship" to produce a uniquely American form of commercial culture. In recounting the history of this form, Meyers enriches and corrects our understanding not only of broadcasting history but also of advertising history, business history, and American cultural history from the 1920s to the 1940s.
  

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Contents

Introduction
1
The Advertising Industry before Broadcasting
13
The Development of Commercial Broadcasting in the 1920s
33
The Advertising Industry Enters Radio in the Late 1920s
55
4 Who Owns the Time? Advertising Agencies and Networks Vie for Control in the 1930s
78
BlackettSample Hummerts Soap Opera Factory
103
Young Rubicams Soft Sell
130
Batten Barton Durstine Osborn Crafters of the Corporate Image and Benton Bowles Radio Renegades
170
J Walter Thompson and Kraft Music Hall
201
9 Advertising and Commercial Radio during World War II 194245
225
The Peak and Sudden Decline of Network Radio
253
Conclusion
282
Notes
295
Bibliography
357
Index
371
Copyright

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About the author (2013)


Cynthia B. Meyers is an Associate Professor of Communication at the College of Mount Saint Vincent in New York City. She received her Ph.D. in Radio-Television-Film from the University of Texas at Austin.

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