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

Page scan 000202 from "Television: the revolution,"

Record Details:

Title:
"Television: the revolution,"
Date:
[1944]
Publisher:
New York, Essential Books
Volume:
"Television: the revolution,"
Leaf #:
000202
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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"TELEVISION COMMERCIALS" 183 will be so high that the sponsor must produce intelligent commercial messages. The moronic promoter with the intelligence of a cash-register has no place in the new industry. Television offers the manufacturer a million show-windows in which to display his products. It gives him a mail-order catalog that talks, moves, and demonstrates. It is the most dramatic chance a salesman ever had to tell the truth about a worthwhile product. The intelligent salesman will understand these facts; and he will approach the new medium with due respect and humility. Here is the crux: There is no "divine right of sponsors." This ether they use for advertising belongs to the people. It is the people who grant the license fee for its commercial use, and they expect much in return. Broadcast advertising— by either sight or sound—is rigidly forbidden by the government in many parts of the English- speaking world. It is well to bear this fact in mind and to be fully aware of the responsibil- ities which commercial broadcasting implies. Radio and television do not exist as a service to the sponsor. A television station is not like printed media or billboards, which exist pri-