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A word from our sponsor : admen, advertising, and the golden age of radio

Author: Cynthia B Meyers
Publisher: New York : Fordham University Press, 2014.
Edition/Format:   eBook : Document : English : First editionView all editions and formats
Summary:

Describes how admen, advertising agencies, and sponsors shaped U.S. radio into a commercial entertainment medium from the late 1920s until the early 1950s. Views the development of twentieth-century  Read more...

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Genre/Form: History
Additional Physical Format: Print version:
Meyers, Cynthia B.
Word from our sponsor.
New York : Fordham University Press, 2014
(DLC) 2013024364
(OCoLC)852681881
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Cynthia B Meyers
ISBN: 9780823255238 0823255239
OCLC Number: 970021974
Description: 1 online resource (ix, 391 pages) : illustrations
Contents: 1. Dramatizing a bar of soap: the advertising industry before broadcasting --
2. The fourth dimension of advertising: the development of commercial broadcasting in the 1920s --
3. They sway millions as if by some magic wand: the advertising industry enters radio in the late 1920s --
4. "Who owns the time?" Advertising agencies and networks vie for control in the 1930s --
5. The 1930s' turn to the hard sell: Blackett-Sample-Hummert's soap opera factory --
6. The ballet and ballyhoo of radio showmanship: Young & Rubicam's soft sell --
7. Two agencies: Batten Barton Durstine & Osborn, crafters of the corporate image, and Benton & Bowles, radio renegades --
8. Madison Avenue in Hollywood: J. Walter Thompson and Kraft Music Hall --
9. Advertising and commercial radio during World War II, 1942-45 --
10. On a treadmill to oblivion: the peak and sudden decline of network radio.
Responsibility: Cynthia B. Meyers.

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"Well written and organized, this book is a welcome addition to a growing number of revisionist studies of the broadcasting industry... Highly Recommended" -Choice Magazine "A Word from Our Sponsor Read more...

 
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