Early broadcasters saw audience size as the key to advertising profit

Evidence

Paley never understood the technical side of radio well, but he understood from the beginning the very particular and unusual business of being an attention merchant. By that time, there were large new industries, like film, in the relatively straightforward business of selling content. Broadcasting, however, was still in a nebulous state, somewhere between a public service and a business. Officially, radio stations were trustees of the public airwaves and were required, by federal law, to conduct their broadcasting “in the public interest.” Accordingly, some stations were noncommercial, and the commercial stations were required to broadcast some programs that were public minded. Nonetheless Paley understood that radio was quickly becoming a business, that amassing a giant audience was key, and that broadcasting would become enormously profitable by growing the network and by offering skillful programming. Yet before any of this would work, he would first need to sell advertisers on the possibilities of broadcasting itself. — Tim Wu, The Attention Merchants, 342

Categorization

• DEFINE: Distinguishes the attention-merchant business (selling audience) from content-selling industries like film.
• XREF: connects to: Advertising revenue exceeding costs created the viable mass media business model — Tim Wu, The Attention Merchants, 40; Ad-supported media sell audiences’ attention, not content, to advertisers — Grant Bollmer, Katherine Guinness, The Influencer Factory: A Marxist…, 219; Early internet advertising billed by views even when clicks were trackable — Shoshana Zuboff, The Age of Surveillance Capitalism, 238 (+3 more)

Broader Connections

• Advertising revenue exceeding costs created the viable mass media business model #corroborates (0.85) — Tim Wu, The Attention Merchants, 40
• Ad-supported media sell audiences’ attention, not content, to advertisers #expands (0.80) — Grant Bollmer, Katherine Guinness, The Influencer Factory, 219
• Early internet advertising billed by views even when clicks were trackable #corroborates (0.75) — Shoshana Zuboff, The Age of Surveillance Capitalism, 238