Media has since its beginning sought ways of attracting external funding for content, as well as means for filling its schedules. Already in 1929 more than 55 per cent of radio programmes in the United States were financed or produced by brands (Lehu, 2007). [...]
This model was considered attractive by both advertisers, for whom it was an interesting form of advertising, and stations, which found it easier to fill an all-day programming schedule.

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Derda, I.M. (2018). Potted history of Content in modern electronic media. In The Definitive Guide to Strategic Content Marketing: Perspectives, Issues, Challenges and Solutions. Retrieved from