Word: cbs
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Dates: during 1930-1939
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...praise to TIME'S publishers for bringing back "The March of Time" in November. Congratulations to CBS's President Paley for his splendid cooperation in bringing it to us in time to get the real political facts of the campaign. Two progressive and aggressive organizations, TIME and CBS. joined together to give the radio public the best of all airway features My thanks to TIME. Our family will be present at the loudspeaker on September o at 8:30 p. m. and we will be "all ears." But-why stop in March...
...congratulated on your courage in going ahead with the expenditure of so much money in these days of retrenchment. CBS is to be congratulated for its contribution during September and October...
...CBS's youthful President William Samuel Paley, honeymooning at Honolulu with his bride, the former Mrs. John Hearst, was notified of the decision. Straightway flashed a cable from President Paley to his First Vice President Edward Klauber in Manhattan. Said President Paley in effect: "Big political news will be breaking before November. Election campaigns will approach fever heat in September and October. National issues will loom large in the public eye. Let CBS augment its facilities for reporting that news by presenting 'The March of Time' two months earlier as a sustaining feature entirely...
Thus, starting Sept. 9, "The March of Time" returns to the air as a presentation of Columbia Broadcasting System, over CBS's entire network (Fridays at 8:30 p. m. E. D. S. T.). On Nov. 4 the program will return to the sponsorship of Time, Inc., to continue until mid-March over substantially the same coast to coast network as last year...
TIME bought the series of half hours on CBS at $4,200 per period (plus $1,800 for actors, music, etc.) to perform a definite piece of advertising: to acquaint a larger public than its own logical readers with the existence of TIME, The Weekly Newsmagazine. (Theory: a magazine profits from general reputation.) In the opinion of TIME'S publishers the advertising purpose was well accomplished; further expenditure on radio at this time would not justify itself. Thus was raised a question of responsibility: Should TIME, or any other business, feel obliged to be the "philanthropist...