ertising that would begin in a few more decades.

The Era of the Single Sponsor

Full time telecasting didn't really take hold until 1948 as it took that long for the United States to recover from the Depression and World War II. At that time, the number of television set

It All Began With Radio

Broadcasting was originally developed as a means for companies to sell radios. But once commercial entities realized that many households were listening to their radios a significant amount of time every day, they started to explore this medium as a way to get their message across to the masses. If one has to choose a single event that began the era of radio broadcasting, it would probably be the radio program broadcast by station WEAF in New York City on August 28, 1922 This was a ten-minute advertisement for suburban apartment housing. By Christmas of that year, several major New York department stores joined the fray and were running advertisements for their stores.

By the late 20's radio advertising had advanced in a dramatic way. It was now dominated by advertising agencies who took control of the schedules by buying the available air time and selling it to their customers. They also handled the creative aspects of the commercials and programs and in fact even created entire series that were designed to sell one product or another. These efforts paved the way for the genesis of television advertising that would begin in a few more decades.

The Era of the Single Sponsor

Full time telecasting didn't really take hold until 1948 as it took that long for the United States to recover from the Depression and World War II. At that time, the number of television sets

y to get their message across to the masses. If one has to choose a single event that began the era of radio broadcasting, it would probably be the radio program broadcast by station WEAF in New York City on August 28, 1922 This was a ten-minute advertisement for suburban apartment housing. By Christmas of that year, several major New York department stores joined the fray and were running advertisements for their stores.

By the late 20's radio advertising had advanced in a dramatic way. It was now dominated by advertising agencies who took control of the schedules by buying the available air time and selling it to their customers. They also handled the creative aspects of the commercials and programs and in fact even created entire series that were designed to sell one product or another. These efforts paved the way for the genesis of television advertising that would begin in a few more decades.

The Era of the Single Sponsor

Full time telecasting didn't really take hold until 1948 as it took that long for the United States to recover from the Depression and World War II. At that time, the number of television set

g. By Christmas of that year, several major New York department stores joined the fray and were running advertisements for their stores.

By the late 20's radio advertising had advanced in a dramatic way. It was now dominated by advertising agencies who took control of the schedules by buying the available air time and selling it to their customers. They also handled the creative aspects of the commercials and programs and in fact even created entire series that were designed to sell one product or another. These efforts paved the way for the genesis of television advertising that would begin in a few more decades.

The Era of the Single Sponsor

Full time telecasting didn't really take hold until 1948 as it took that long for the United States to recover from the Depression and World War II. At that time, the number of television set

y buying the available air time and selling it to their customers. They also handled the creative aspects of the commercials and programs and in fact even created entire series that were designed to sell one product or another. These efforts paved the way for the genesis of television advertising that would begin in a few more decades.

The Era of the Single Sponsor

Full time telecasting didn't really take hold until 1948 as it took that long for the United States to recover from the Depression and World War II. At that time, the number of television set

ertising that would begin in a few more decades.

The Era of the Single Sponsor

Full time telecasting didn't really take hold until 1948 as it took that long for the United States to recover from the Depression and World War II. At that time, the number of television sets reached the critical mass necessary to be considered a medium that could reach the masses. As television was a totally new phenomenon - i.e. offering both sound and moving pictures, the advertising industry moved into this arena cautiously as they were not sure what methods would work best to promote their clients products on television. In other words, should it still be treated as radio advertising but with pictures thrown in or would an entirely new approach need to be taken to reach the television audiences in a meaningful and effective manner?

After study and many surveys, the advertising agencies determined that the most effective way to reach consumers with a strong message would be by creating shows that featured a single product or a line of products from a single company. From this concept arised the typical television shows of the 1950's including such titles as Kraft Television Theater, Colgate Comedy Hour, and Coke Time. As with radio, these television programs were produced by advertising agencies for their clients rather than the studios as is common practice currently.

This practice worked really well for the c