Coverart for item
The Resource Selling radio : the commercialization of American broadcasting, 1920-1934, Susan Smulyan

Selling radio : the commercialization of American broadcasting, 1920-1934, Susan Smulyan

Label
Selling radio : the commercialization of American broadcasting, 1920-1934
Title
Selling radio
Title remainder
the commercialization of American broadcasting, 1920-1934
Statement of responsibility
Susan Smulyan
Creator
Subject
Genre
Language
eng
Summary
And now a word from our sponsor ... When the first radio stations signed on in the 1920s, this phrase was unknown to listeners. Fifteen years later, however, advertising ruled the airwaves. Selling Radio recounts the initial difficult coupling of broadcasting and advertising, shows how the triumph of advertising transformed the content of radio programming, and exposes the complicity of business, technology, and government in reducing the promise of radio to the adage that "time is money." Susan Smulyan argues that the emergence of commercialized broadcasting was not an inevitable development but rather the result of a bitter struggle over the form and content of the new technology. Initially schools, churches, and small businesses sponsored stations, broadcasting local sporting events and such home-grown comedy and musical acts as "The Happiness Boys." In the mid-1920s, the enthusiasm that greeted the idea of a national broadcasting system quickly soured with the announcement that wired networks using AT & T's long lines would be financed by selling radio time to advertisers. Early opponents of commercial radio included not only listeners but also station owners, educators, religious leaders, and Secretary of Commerce Herbert Hoover, all of whom decried the "worthless stuff" of advertising. Even prospective advertisers doubted that radio ads would work. Selling Radio describes how the radio industry overcame the opposition and in the process dramatically altered the content of broadcasting. As listeners were reduced to consumers, folksy regional programs were replaced with slick, fully scripted shows and schedules created by sponsors to attract a nationwide audience. With the passage of the Communications Act of 1934, the paradigm of commercial-driven programming was established and later adopted without question by the next great communications technology - television
Cataloging source
DLC
http://library.link/vocab/creatorName
Smulyan, Susan
Dewey number
384.54/3/0973
Government publication
federal national government publication
Illustrations
  • illustrations
  • plates
Index
index present
LC call number
HE8698
LC item number
.S6 1994
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Radio broadcasting
  • Radio advertising
  • Corporate sponsorship
  • Commerciële omroep
  • Radio
  • Hörfunk
  • Kommerzialisierung
  • USA
Label
Selling radio : the commercialization of American broadcasting, 1920-1934, Susan Smulyan
Instantiates
Publication
Bibliography note
Includes bibliographical references (pages 169-215) and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
27810692
Dimensions
24 cm
Extent
viii, 223 pages, 24 unnumbered pages of plates
Isbn
9781560983125
Isbn Type
(acid-free paper)
Lccn
93012833
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
(WaOLN)1573867
Label
Selling radio : the commercialization of American broadcasting, 1920-1934, Susan Smulyan
Publication
Bibliography note
Includes bibliographical references (pages 169-215) and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
27810692
Dimensions
24 cm
Extent
viii, 223 pages, 24 unnumbered pages of plates
Isbn
9781560983125
Isbn Type
(acid-free paper)
Lccn
93012833
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
(WaOLN)1573867

Library Locations

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      38.947290 -92.328025
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