When were the forms of media created? When did advertising first show
up? Who owns the media?
Creation of the various forms of media
Newspapers & Magazines ~
1880
Movies ~ 1910
Television ~ 1945
Cable Television ~ 1980's
Satellite Television,
Internet, Digital Communication ~ End of the 20th century
In 1920, radio was first developed, primarily for use by the military,
strictly for sending messages from one location to another. David Sternoff, the then-president of RCA, first had the idea to sell radio
sets to consumers, or what were then called radio receivers.
However, consumers needed a reason to buy radios, so RCA was the
first to set up radio stations all over the country. Between 1920
and 1922, 400 radio stations were set up, starting with KBKA in
Pittsburgh. Stations were also set up by universities, newspapers,
police departments, hotels, and labor unions.
By 1923, there were 600
radio stations across the United States, and $83 million worth of
sets had been sold.
The biggest difference in radio before and after 1923 was that the first
advertising was not heard on the radio until 1923. RCA at the time was
made up of four companies:
AT&T
General Electric
United Fruit
Westinghouse
United Fruit was one of the first global corporations, and one of the
first to advertise on the radio. The AT&T division of RCA first thought
about selling time on the air to companies, which marked the start of
"toll broadcasting." WEAF was the first station to operate this way,
causing widespread outrage, and accusation of "polluting the airwaves."
Because of this controversy, the practice of selling advertising time
was called "trade name publicity." Sponsors linked their name with a
program on the air, rather than advertising a specific product in a 30
second "commercial" as we know it today.
Why did AT&T decide to experiment with charging companies for air
time?
AT&T was not making any money from broadcasting at the time since they
only made transmitters, not receivers. They only made money when new
radio stations bought the equipment required to broadcast. They did not
make money from consumers buying radios.
AT&T also started the practice of paying performers for their time on
the air, rather than only volunteers, which was standard practice for
radio content up until that point.
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messages from one location to another. David Sternoff, the then-president of RCA, first had the idea to sell radio
sets to consumers, or what were then called radio receivers.
However, consumers needed a reason to buy radios, so RCA was the
first to set up radio stations all over the country. Between 1920
and 1922, 400 radio stations were set up, starting with KBKA in
Pittsburgh. Stations were also set up by universities, newspapers,
police departments, hotels, and labor unions.