Cynthia B. Meyers

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

Part of a book

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

Chicago/Turabian
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
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.

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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