ABSTRACT
One of the largest and most “radio active”advertising agencies in the United States during this period [the 1920s] was the J. Walter Thompson Company. The story of this agency’s entry into broadcasting, and its relationship to the dominant network at the time, NBC, provides a glimpse into the machinations behind the stars and programs soon to become so familiar to the American public, and reveals some of the terms on which the negotiation of cultural standards and traditions took place. . . .
