After struggling with ways to underwrite national radio services (government control and a subscription-like model were both considered), a successful advertising system emerged leading radio into its golden age, which lasted from the 1920s through the early 1960s. This work, divided into two parts, studies the commercialization of network radio during its golden age. The first section covers the history of radio advertising, from its foundation to its development as a sophisticated, profitable system that benefited advertisers, broadcasters, and the public. The second section examines major radio advertisers from that period, with profiles of 24 companies who maintained a strong presence on the airwaves. For each, the author discusses the impact on listeners and consumers, and uncovers what happened to each company in the years that followed. The appendices include a list of additional advertisers and a helpful glossary.
- ISBN10 1282280562
- ISBN13 9781282280564
- Publish Date 1 January 2008
- Publish Status Active
- Out of Print 17 February 2015
- Publish Country US
- Imprint McFarland & Company
- Format eBook
- Pages 322
- Language English