{"id":50,"date":"2007-01-23T11:03:28","date_gmt":"2007-01-23T16:03:28","guid":{"rendered":"http:\/\/www.thehistoricalarchive.com\/happenings\/the-birth-of-magazine-concept-television-advertising\/"},"modified":"2007-01-23T11:03:28","modified_gmt":"2007-01-23T16:03:28","slug":"the-birth-of-magazine-concept-television-advertising","status":"publish","type":"post","link":"https:\/\/www.thehistoricalarchive.com\/happenings\/50\/the-birth-of-magazine-concept-television-advertising\/","title":{"rendered":"The Birth of Magazine Concept Television Advertising"},"content":{"rendered":"<div class=\"896db7480f66673a7b164fbcd4905391\" data-index=\"1\" style=\"float: none; margin:10px 0 10px 0; text-align:center;\">\n<script type=\"text\/javascript\"><!--\r\ngoogle_ad_client = \"ca-pub-8134560547846945\";\r\n\/* 468x60 tha *\/\r\ngoogle_ad_slot = \"1487607395\";\r\ngoogle_ad_width = 468;\r\ngoogle_ad_height = 60;\r\n\/\/-->\r\n<\/script>\r\n<script type=\"text\/javascript\"\r\nsrc=\"http:\/\/pagead2.googlesyndication.com\/pagead\/show_ads.js\">\r\n<\/script>\n<\/div>\n<p>When television advertising first begain, it was very different from what we    now experience. <a href=\"http:\/\/www.thehistoricalarchive.com\/products\/Classic--Television-56.html\">TV    advertising<\/a> began as a series of shows that were created by advertising    agencies to sponsor a single product or company. The advertising agencies then    paid the television networks to run these sponsored shows on their networks.    This model worked great for advertisers until rising costs made the investment    prohibitive. This dramatic rise in cost over the years force a rethink of television    advertising by everyone involved in the industry: the TV networks, the advertisers    and the advertisign agencies.<\/p>\n<p><a href=\"http:\/\/www.thehistoricalarchive.com\/products\/Classic--Television-56.html\"><img decoding=\"async\" align=\"right\" src=\"http:\/\/www.thehistoricalarchive.com\/covers\/a117.jpg\" title=\"\" alt=\"\" \/><\/a>In the late 1950&#8217;s, NBC executive Sylvester L. &#8220;Pat&#8221; Weaver came    up a with a soution that would work and would also be very favorable to the    networks. He introduced the &#8220;magazine concept&#8221; of television advertising.    In this arrangement, the spondors would purchase blocks of time (typically one    to two minutes) in a show rather than be a sponsor for an entire show. This    idea would allow a variety of sponsors &#8211; up to four was the number imagined    &#8211; for a show. Like a magazine, the networks would now control the content as    no one advertiser would &#8220;own&#8221; a particular show.<\/p>\n<p>Like all new ideas, this one was originally resisted by Masison Avenue but    after a bit of experimentation, they found that this method would work very    well for a variety of packaged-goods companies manufacturing a cornucopia of    brand names, such as Procter and Gamble with such disparate products as Tide    (laundry detergent), Crest (toothpaste), and Jif (peanut butter).<\/p>\n<p>By 1960, the magazine concept dominated television advertising, as it has ever    since. Instead of relying on audience identification with a specific show, sponsors    now spread their messages across the schedule in an effort to reach as many    consumers as possible. The ability to spread their advertising dollars out to    reach a broader segment of the population proved to be very effective for the    sponsors. Where once they were locked into a specific time block every day or    every week on a particular network, they could now choose the times and the    networks where they wanted their message to be seen.<\/p>\n<p>This evolution of magazine concept advertising is truly the birth of most modern    television advertising. The one exception is the infomercial which is really    a throwback to the sponsored show model used in the early days of television    advertising.<\/p>\n\n<div style=\"font-size: 0px; height: 0px; line-height: 0px; margin: 0; padding: 0; clear: both;\"><\/div><iframe src=\"http:\/\/www.facebook.com\/plugins\/like.php?href=https%3A%2F%2Fwww.thehistoricalarchive.com%2Fhappenings%2F50%2Fthe-birth-of-magazine-concept-television-advertising%2F&amp;layout=standard&amp;show_faces=true&amp;width=450&amp;action=like&amp;colorscheme=light\" scrolling=\"no\" frameborder=\"0\" allowTransparency=\"true\" style=\"border:none; overflow:hidden; width:450px;margin-top:5px;\"><\/iframe>","protected":false},"excerpt":{"rendered":"<p>When television advertising first begain, it was very different from what we now experience. TV advertising began as a series of shows that were created by advertising agencies to sponsor a single product or company. The advertising agencies then paid the television networks to run these sponsored shows on their networks. This model worked great [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_links_to":"","_links_to_target":""},"categories":[4],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.thehistoricalarchive.com\/happenings\/wp-json\/wp\/v2\/posts\/50"}],"collection":[{"href":"https:\/\/www.thehistoricalarchive.com\/happenings\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thehistoricalarchive.com\/happenings\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thehistoricalarchive.com\/happenings\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thehistoricalarchive.com\/happenings\/wp-json\/wp\/v2\/comments?post=50"}],"version-history":[{"count":0,"href":"https:\/\/www.thehistoricalarchive.com\/happenings\/wp-json\/wp\/v2\/posts\/50\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.thehistoricalarchive.com\/happenings\/wp-json\/wp\/v2\/media?parent=50"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thehistoricalarchive.com\/happenings\/wp-json\/wp\/v2\/categories?post=50"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thehistoricalarchive.com\/happenings\/wp-json\/wp\/v2\/tags?post=50"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}