ABSTRACT
Broadcast advertising began in the 1960s when the Israel Broadcasting Authority opened Reshet Bet (B Network), a popular news and music radio station, to operate alongside the official state station, Kol Yisrael. The country’s newspapers initially opposed allowing advertising on radio, arguing that the limited advertising budgets in Israel at the time would not be able to support the new medium. But instead of hurting the papers, radio stimulated a major increase in advertising budgets.
