A Word from Our Sponsor: Admen, Advertising, and the Golden Age of Radio

Index

Index A & P Gypsies (program), 36 Abbott & Costello (act), 213 ABC (American Broadcasting Corporation ), 156, 256, 265, 290 Ackerman, Harry, 156 Adams, James Truslow, 182–83 admen: as authors, uncredited, 2, 30– 31, 121, 219, 224, 288, 298n31; characteristics of, 18, 32, 43, 56–60, 164; as showmen, 44, 61–63, 132–34 Adventures of Ozzie & Harriet, The (program), 159, 168 advertisers: as agency clients, 14–16, 31–32, 62; expenditures of, 78, 103, 188, 205, 227; and networking , rise of, 38–42; networks , relations with, 80–102; and radio interest in, 7, 36, 39, 59, 63, 79; radio promoted to, 35, 40–42, 45–54. See also sponsors; specific firms and brands advertising: authorship of, 2, 30–31, 121, 219, 224, 288, 298n31; branding, rise of, 14, 19; critics of, 13, 22, 23, 29, 98, 104–6, 229, 245, 250, 262, 284; as cultural discourse, 13, 29–30, 288; in digital media, 290–93; direct advertising, 35, 38, 59– 60, 96, 100, 106–7; hard sell vs. soft sell, 19–29; indirect advertising , 35, 37–38, 96, 183; integrated in programs, 70, 137, 142, 161, 191–92, 291; and public service ideal, 57, 174–75, 229; regulation of, 16, 23, 96, 104, 105, 106; sincerity in, 17, 19, 22, 51, 74, 75, 77, 268; studies of, 3–4, 13–14, 29–30. See also celebrity association ; corporate image advertising ; hard sell; institutional advertising; radio advertising; ‘‘reason-why’’ advertising ; soft sell advertising agencies: in Depression, 108, 154, 170, 174, 186, 188, 196; in Hollywood, 205–7; as media brokers, 14–15, 44, 45, 79; as mediators for clients, 32, 43, 44, 83–84, 106, 211; networks’ relations with, 42– 53, 83–94; origins of, 15; as print media experts, 7, 19–20, 44; as program producers, 1–3, 372 | Index 8–11, 64, 67, 70, 71, 84–85, 110–29, 148, 156–68, 175–86, 189–95, 205, 208–24, 272, 275, 283–84; radio departments, 61–73, 139, 156–58, 175–80, 206–7, 208–20; resistance to radio, 55–62, 65, 71–72, 207. See also specific agencies advertising agency commissions: origin of, 15–16; on radio, 45, 85–86; on television, 267, 272, 275 Advertising Council, 226, 237, 239 Advertising Federation of America, 186, 229 advertising industry: as culture industry , 4, 12, 30, 152, 293; culture of, 29–32; during Depression, 103–7, 170; history of before broadcasting, 14–29; interindustry tensions with, 285–87; and patent medicines, 16; print strategies translating to radio, 73–77; and progressivism , 17, 57, 61, 174, 199, 284; professionalization of, 16–18; revenues of, 55, 78, 103; role in early radio, 43–44; structure of, 14–19, 32; and television, 267–76, 289; women in, 18–19; during World War II, 225–31, 237, 242–43, 245–46, 286. See also Madison Avenue Advertising & Selling (periodical), 6, 51, 59, 178, 191 Aeolian Hour, The (program), 177 Air Features (agency), 127, 128 airtime, 7, 41, 89, 110, 331n119; agencies as buyers of, 45, 72, 84, 108, 127, 209, 283; cost of, 86– 87, 190, 212, 216, 264, 275, 288, 290; daytime, 109, 118; network sales of, 35, 83; time franchise, 49, 79, 88, 195, 196, 266, 274 Al Pearce and His Gang (program), 205 Aldrich Family, The (program), 152, 160, 242 Alfred Hitchcock Presents (program), 168 All American Football Show (program ), 156 Allen, Fred, 1, 9, 92, 141, 148, 156, 169, 186, 224, 233, 280, 332n143; and Texaco Star Theater , 248–49; and Town Hall Tonight, 152, 156, 159, 164–67, 192–93, 277 Ameche, Don, 75 America First, 225 American Association of Advertising Agencies, 16, 96, 103 American Federation of Radio Artists (AFRA), 150, 324n73 American Home Products (firm), 110, 111, 112, 145, 168 American Tobacco (firm), 31, 141, 143, 233–34, 258–60, 262, 276, 277 Amos ’n’ Andy (program), 68, 69, 110, 162, 187, 205, 265, 312n84 Ampex tape, 223, 265–66 Anacin (brand), 123 Andrews, Charles Robert Douglas Hardy, 323n72 Andrews Sisters (act), 233 Index | 373 Andy Griffith Show, The (program), 168 Angus, Howard, 80, 85, 107, 135 announcers, 48, 75–77, 76, 114, 116– 17, 142, 161, 165–67, 220–21, 248 Another World (program), 168 Are You a Genius? (program), 232 Armed Forces Radio Service (AFRS), 226, 231–35 Armstrong, Victor, 274 Armstrong Cork (firm), 174, 186 Armstrong Quakers, The (program), 67, 177, 178 Arnold, Frank A., 45, 46, 48, 52 Arthur...