"Television: the revolution," ([1944])

Record Details:

Title:
"Television: the revolution,"
Date:
[1944]
Publisher:
New York, Essential Books
Volume:
"Television: the revolution,"
Leaf #:
00069
Language:
English
Collection:
Books and Broadcasting & Recorded Sound
Format:
Books
Contributor:
Prelinger Library
Sponsor:
MSN
Coordinator:
Media History Digital Library
Date Added:
July 19, 2022
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50 TELEVISION: THE REVOLUTION screen offers manufacturers and retailers an un- paralleled opportunity to display their products. One consideration is vital in the decision to send a major share of television's bill to the com- mercial advertiser. The sponsor must have a sin- cere respect for the privilege of footing the ex- penses of broadcast television. He is only kid- ding himself if he thinks he is a patron of the new art, letting the pay-checks fall like manna from heaven. And if the man who pays the piper also tries to tell the piper what key to play in, people may lose interest in the tune. Because the sponsor happens to hold the purse strings is no reason for him to consider himself the grand- duke of the new medium. Rather, he is just a ticket-taker. Other meth- ods of collecting from the public for television service are comparatively unsatisfactory. The method of collecting indirectly through com- mercial advertising is the happiest means of charging the audience for what it Sees. Happi- est, because the cost tends to wipe itself out in amplified sales of the advertised product. So, in spite of the high price of broadcast advertis- ing, the public actually saves money: because the public acceptance, so created, makes pos-