From Sponsorship to Spots: Advertising and the Development of Electronic Media


Book chapter


Cynthia B. Meyers
Jennifer Holt & Alisa Perren, Media Industries: History, Theory, and Method, chapter 5, Wiley-Blackwell, 2009, pp. 69-80

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APA   Click to copy
Meyers, C. B. (2009). From Sponsorship to Spots: Advertising and the Development of Electronic Media. In J. H. & Alisa Perren (Ed.), Media Industries: History, Theory, and Method (pp. 69–80). Wiley-Blackwell.


Chicago/Turabian   Click to copy
Meyers, Cynthia B. “From Sponsorship to Spots: Advertising and the Development of Electronic Media.” In Media Industries: History, Theory, and Method, edited by Jennifer Holt & Alisa Perren, 69–80. Wiley-Blackwell, 2009.


MLA   Click to copy
Meyers, Cynthia B. “From Sponsorship to Spots: Advertising and the Development of Electronic Media.” Media Industries: History, Theory, and Method, edited by Jennifer Holt & Alisa Perren, Wiley-Blackwell, 2009, pp. 69–80.


BibTeX   Click to copy

@inbook{cynthia2009a,
  title = {From Sponsorship to Spots: Advertising and the Development of Electronic Media},
  year = {2009},
  chapter = {5},
  pages = {69-80},
  publisher = {Wiley-Blackwell},
  author = {Meyers, Cynthia B.},
  editor = {Perren, Jennifer Holt & Alisa},
  booktitle = {Media Industries: History, Theory, and Method}
}

I survey key developments in advertising and sponsorship on radio and television from the 1920s to the present, analyzing the inter-institutional relations among broadcasters, networks, advertisers, and agencies. Such a project involves integrating previously discrete categories of media studies while differentiating among the conflicting agents. Although the importance of media integration today is well known conglomerates own film, television, and publishing companies, the participation of the advertising industry in most of those media over the past century is not nearly as well known as it should be. Through this brief survey I hope to demonstrate how deeply integrated the advertising industry is in the structures and practices of other media.

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