LEADER 05244nam 22009611 450 001 9910815250403321 005 20230120055659.0 010 $a0-8232-6893-4 010 $a0-8232-5371-6 010 $a0-8232-5523-9 010 $a0-8232-5377-5 024 7 $a10.1515/9780823253777 035 $a(CKB)2550000001126227 035 $a(EBL)1481014 035 $a(OCoLC)861559289 035 $a(SSID)ssj0001004396 035 $a(PQKBManifestationID)11542393 035 $a(PQKBTitleCode)TC0001004396 035 $a(PQKBWorkID)11046147 035 $a(PQKB)11499217 035 $a(StDuBDS)EDZ0001193196 035 $a(OCoLC)859536267 035 $a(MdBmJHUP)muse27574 035 $a(DE-B1597)555170 035 $a(DE-B1597)9780823253777 035 $a(Au-PeEL)EBL3239855 035 $a(CaPaEBR)ebr10778250 035 $a(CaONFJC)MIL526890 035 $a(OCoLC)899045147 035 $a(OCoLC)1090380403 035 $a(Au-PeEL)EBL4702512 035 $a(MiAaPQ)EBC3239855 035 $a(MiAaPQ)EBC1481014 035 $a(MiAaPQ)EBC4702512 035 $a(EXLCZ)992550000001126227 100 $a20130625h20132014 uy 0 101 0 $aeng 135 $aur|||||||nn|n 181 $ctxt 182 $cc 183 $acr 200 12$aA word from our sponsor $eadmen, advertising, and the golden age of radio /$fCynthia B. Meyers 205 $aFirst edition. 210 1$aNew York :$cFordham University Press,$d[2013] 210 4$dİ2014 215 $a1 online resource (404 p.) 300 $aDescription based upon print version of record. 311 $a0-8232-5370-8 311 $a1-299-95639-4 320 $aIncludes bibliographical references and index. 327 $tFront matter --$tContents --$tAcknowledgments --$tIntroduction --$t1. Dramatizing a Bar of Soap --$t2. The Fourth Dimension of Advertising --$t3. They Sway Millions as If by Some Magic Wand --$t4. ??Who Owns the Time??? --$t5. The 1930's Turn to the Hard Sell --$t6. The Ballet and Ballyhoo of Radio Showmanship --$t7. Two Agencies --$t8. Madison Avenue in Hollywood --$t9. Advertising and Commercial Radio during World War II, 1942?45 --$t10. On a Treadmill to Oblivion --$tConclusion --$tNotes --$tBibliography --$tIndex 330 $aDuring the ?golden age? of radio, from roughly the late 1920's until the late 1940's, 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 1920's to the 1940's. 606 $aRadio advertising$zUnited States$xHistory$y20th century 606 $aRadio programs$zUnited States$xHistory$y20th century 606 $aRadio broadcasting$zUnited States$xHistory$y20th century 606 $aAdvertising in popular culture$zUnited States$xHistory$y20th century 610 $aWorld War II. 610 $aadmen. 610 $aadvertising agency. 610 $aadvertising. 610 $abroadcasting. 610 $acommercial. 610 $agreat depression. 610 $amass media. 610 $apopular culture. 610 $aprogramming. 610 $aradio. 610 $ashowmanship. 610 $asponsor. 615 0$aRadio advertising$xHistory 615 0$aRadio programs$xHistory 615 0$aRadio broadcasting$xHistory 615 0$aAdvertising in popular culture$xHistory 676 $a659.14/2097309041 676 $a659.142097309041 700 $aMeyers$b Cynthia B$01696805 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910815250403321 996 $aA word from our sponsor$94077040 997 $aUNINA