CBS gave free programming to stations in exchange for carrying its sponsored ads

Evidence

In 1928, Paley made a bold offer to the nation’s many independent radio stations. The CBS network would provide any of them all of its sustaining content for free—on the sole condition that they agree to carry the sponsored content as well, for which they would, moreover, receive a handsome check. In short, Paley was offering a full slate of programming, and paying stations to take it—an apparent win-win deal, considering they were often desperate to fill their hours anyhow. — Tim Wu, The Attention Merchants, 340

Categorization

• ADDENDUM: Relevant to the trees-as-infrastructure article’s grafting metaphor: Paley grafted his content onto independent stations by giving away the sustaining rootstock. Not the direct subject though; connection is analogical.
• XREF: Parallels the penny-press tactic (giving away content cheap to buy audiences) that the author himself flags in the next paragraph; also echoes modern platform subsidization. — connects to: CBS filled its schedule with sponsor-driven comedies and soap operas. — Tim Wu, The Attention Merchants, 357; Early radio networks funded programming by combining licensed sustaining shows with advertiser-sponsored content — Tim Wu, The Attention Merchants, 339

Broader Connections

• CBS filled its schedule with sponsor-driven comedies and soap operas. #expands (0.90) — Tim Wu, The Attention Merchants, 357
• Early radio networks funded programming by combining licensed sustaining shows with advertiser-sponsored content #corroborates (0.80) — Tim Wu, The Attention Merchants, 339