001477579 000__ 06180nam\a22010455i\4500 001477579 001__ 1477579 001477579 003__ DE-B1597 001477579 005__ 20231026034817.0 001477579 006__ m\\\\\o\\d\\\\\\\\ 001477579 007__ cr\un\nnnunnun 001477579 008__ 230103t20132013nyu\\\\\o\\d\z\\\\\\eng\d 001477579 020__ $$a9780823253777 001477579 0247_ $$a10.1515/9780823253777$$2doi 001477579 035__ $$a(DE-B1597)555170 001477579 035__ $$a(OCoLC)1090380403 001477579 040__ $$aDE-B1597$$beng$$cDE-B1597$$erda 001477579 0410_ $$aeng 001477579 044__ $$anyu$$cUS-NY 001477579 050_4 $$aHF6146.R3$$bM49 2014 001477579 072_7 $$aSOC052000$$2bisacsh 001477579 08204 $$a659.14/2097309041$$223 001477579 1001_ $$aMeyers, Cynthia B., $$eauthor.$$4aut$$4http://id.loc.gov/vocabulary/relators/aut 001477579 24512 $$aA Word from Our Sponsor :$$bAdmen, Advertising, and the Golden Age of Radio /$$cCynthia B. Meyers. 001477579 264_1 $$aNew York, NY : $$bFordham University Press, $$c[2013] 001477579 264_4 $$c©2013 001477579 300__ $$a1 online resource (288 p.) 001477579 336__ $$atext$$btxt$$2rdacontent 001477579 337__ $$acomputer$$bc$$2rdamedia 001477579 338__ $$aonline resource$$bcr$$2rdacarrier 001477579 347__ $$atext file$$bPDF$$2rda 001477579 50500 $$tFrontmatter -- $$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?'' -- $$t5. The 1930s' Turn to the Hard Sell -- $$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 001477579 506__ $$aAccess limited to authorized users. 001477579 520__ $$aDuring 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. 001477579 538__ $$aMode of access: Internet via World Wide Web. 001477579 546__ $$aIn English. 001477579 5880_ $$aDescription based on online resource; title from PDF title page (publisher's Web site, viewed 03. Jan 2023) 001477579 650_0 $$aAdvertising in popular culture$$zUnited States$$xHistory$$y20th century. 001477579 650_0 $$aRadio advertising$$zUnited States$$xHistory$$y20th century. 001477579 650_0 $$aRadio broadcasting$$zUnited States$$xHistory$$y20th century. 001477579 650_0 $$aRadio programs$$zUnited States$$xHistory$$y20th century. 001477579 650_4 $$aCinema & Media Studies. 001477579 650_4 $$aCommunications. 001477579 650_4 $$aOral History. 001477579 650_7 $$aSOCIAL SCIENCE / Media Studies.$$2bisacsh 001477579 653__ $$aWorld War II. 001477579 653__ $$aadmen. 001477579 653__ $$aadvertising agency. 001477579 653__ $$aadvertising. 001477579 653__ $$abroadcasting. 001477579 653__ $$acommercial. 001477579 653__ $$agreat depression. 001477579 653__ $$amass media. 001477579 653__ $$apopular culture. 001477579 653__ $$aprogramming. 001477579 653__ $$aradio. 001477579 653__ $$ashowmanship. 001477579 653__ $$asponsor. 001477579 655_0 $$aElectronic books 001477579 77308 $$iTitle is part of eBook package:$$dDe Gruyter$$tFordham University Press Complete eBook-Package Pre-2014$$z9783111189604 001477579 77308 $$iTitle is part of eBook package:$$dDe Gruyter$$tFordham University Press eBook-Package Backlist 2000-2013$$z9783110707298 001477579 7760_ $$cprint$$z9780823253708 001477579 852__ $$bebk 001477579 85640 $$3De Gruyter$$uhttps://univsouthin.idm.oclc.org/login?url=https://www.degruyter.com/isbn/9780823253777$$zOnline Access 001477579 909CO $$ooai:library.usi.edu:1477579$$pGLOBAL_SET 001477579 912__ $$a978-3-11-070729-8 Fordham University Press eBook-Package Backlist 2000-2013$$c2000$$d2013 001477579 912__ $$a978-3-11-118960-4 Fordham University Press Complete eBook-Package Pre-2014$$b2014 001477579 912__ $$aEBA_BACKALL 001477579 912__ $$aEBA_CL_SN 001477579 912__ $$aEBA_EBACKALL 001477579 912__ $$aEBA_EBKALL 001477579 912__ $$aEBA_ECL_SN 001477579 912__ $$aEBA_EEBKALL 001477579 912__ $$aEBA_ESSHALL 001477579 912__ $$aEBA_PPALL 001477579 912__ $$aEBA_SSHALL 001477579 912__ $$aGBV-deGruyter-alles 001477579 912__ $$aPDA11SSHE 001477579 912__ $$aPDA13ENGE 001477579 912__ $$aPDA17SSHEE 001477579 912__ $$aPDA5EBK 001477579 980__ $$aBIB 001477579 980__ $$aEBOOK 001477579 982__ $$aEbook 001477579 983__ $$aOnline