lecturehandouts8

lecturehandouts8 - Advertising and the Development of...

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Advertising and the Development of Television 1. Mr. Block reacted with panic. His expanding empire seemed threatened with catastrophe. He quickly reassured Mr. Johnson. He ordered casts to be checked thenceforth against blacklists and newsletters recommended by Johnson. The Block Drug Company was not alone in all this. Sponsor after sponsor was falling into line, nudged by Johnson’s letters and offers of “polls”, and bombardments from other sources as well. Johnson’s missives, sometimes reinforced by personal visits, seem to have been especially effective. The Lawrence Johnson successes make clear one reason why blacklists quickly conquered television and radio. Products sold through supermarkets accounted for more than 60% of broadcast revenue. Manufacturers of such products were especially vulnerable to pressures that threatened their place on supermarket shelves. The networks, which proved equally susceptible to Johnson’s “offers” and polls, were vulnerable to pressures that threatened their most lucrative customers. That television programming decisions should hang on such pressure clearly held appalling implications. ( Erik Barnouw ) 2. I was asked to write an episode of The FBI on a subject of my choice, at about the time (1963)… when four little black girls were killed by a bomb in a Birmingham church. It had been announced that the FBI was involving itself in the case and I told the producer I wanted to write a fictionalized account of it. The producer checked with the sponsor, the Ford Motor Company, and with the FBI – every proposed show is cleared sequentially through the producing company, QM; the FBI; the network, ABC; and the sponsor, Ford, and any of the four can veto any show for any reason which it need not
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lecturehandouts8 - Advertising and the Development of...

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