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

Author: Cynthia B Meyers
Publisher: New York, NY : Fordham Univ. Press, 2014.
Edition/Format:   Print book : English : 1. edView 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
Document Type: Book
All Authors / Contributors: Cynthia B Meyers
ISBN: 9780823253708 0823253708 9780823253715 0823253716
OCLC Number: 915446005
Awards: Winner of Broadcast Historian Award 2016
Description: IX, 391 Seiten : Illustrationen
Contents: Introduction Chapter 1 Dramatizing a Bar of Soap: The Advertising Industry Before Broadcasting Chapter 2 The Fourth Dimension of Advertising: The Development of Commercial Broadcasting in the early 1920s Chapter 3 They Sway Millions as If by Some Magic Wand: The Advertising Industry Enters Radio in the late 1920s Chapter 4 Who Owns the Time? Advertising Agencies and Networks Vie for Control in the 1930s Chapter 5 The 1930s' Turn to the Hard Sell: Blackett-Sample-Hummert's Soap Opera Factory Chapter 6 Showmanship on Radio: Ballet, Ballyhoo, and the Soft Sell of Young & Rubicam Chapter 7 Two Agencies: Batten Barton Durstine & Osborn, Crafters of the Corporate Image, and Benton & Bowles, Radio Renegades Chapter 8 Madison Avenue in Hollywood: J. Walter Thompson and Kraft Music Hall (1936-46) Chapter 9 Advertising, Commercial Radio, and the War Effort, 1942-45 Chapter 10 On a Treadmill to Oblivion: The Peak and Sudden Decline of Network Radio in the late 1940s Conclusion Bibliography
Responsibility: Cynthia B. Meyers.

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"This is a terrific and much-needed book. Cynthia Meyers tells the compelling story of one of the most productive yet hidden cultural forces of the twentieth century." -- -Michele Hilmes * University Read more...

 
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