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

Record Details:

Title:
"Television: the revolution,"
Date:
[1944]
Publisher:
New York, Essential Books
Volume:
"Television: the revolution,"
Leaf #:
00070
Language:
English
Collection:
Broadcasting & Recorded Sound and Books
Format:
Books
Contributor:
Prelinger Library
Sponsor:
MSN
Coordinator:
Media History Digital Library
Date Added:
July 19, 2022
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"WHO'S GOING TO PAY THE BILLS?" 51 sible the savings due to expanded mass-produc- tion. The cost-per-thousand of television advertis- ing impressions will necessarily be several times the maximum cost of any other medium. Since video exceeds any other medium in effectiveness v this higher price is justified. Commercial spon- sorship must mean a courageous stimulus to the creative minds of the new art. The sponsor must be prepared to pay the price of great entertain- ment, for in the long run quality in broadcast advertising pays off. It seems very logical that advertisers who make an honest attempt to un- derstand the new medium, and their relation to it, can be the men who succeed in making tele- vision profitable—for the public, in entertain- ment—for the creative and technical men—and for themselves. # # # Of course, if any advertising medium is going to be truly great, it must reach everyone. We have already observed that coast-to-coast tele- vision networks will be financially out of reach within the predictable future. How, then, are we going to achieve mass-coverage with visual broadcasting? Since we have exploded the bogey