Object Details
- Description
- Small one-color proof of Mutual Broadcasting System advertisement. Illustration of dictionary-style book at center whose letter dividers spell ECONOMY. Text across book cover: WHO'S WHO IN U.S. RADIO / VOL 1 / ADVERTISERS. Below, a photoillustrated man in suit and hat with briefcase opens the front cover like a door. Printed text in open doorway lists names of brands such as Ovaltine, Lucky Strike, Illinois Meat, and Liberty Magazine. Printed text below illustration: NO LONGER JUST FOR THE CHOSEN SEVENTY-FIVE / During the past winter, only seventy-five advertisers on all networks were able to afford / hookups of 50 or more stations for their products. Significantly, the average weekly / expenditure of these was $8,000 an evening half hour. / Now Mutual's new Volume Plan-by removing the budget barrier that allowed only / the biggest to employ large scale broadcasting-opens the way to widespread network / success on a modest budget. Seventy-six station coverage of the country, reaching over / 200 of the leading 300 markets, is now available for only $3,438 an evening half hour. / MUTUAL BROADCASTING SYSTEM / WATCH THIS COOPERATIVE NETWORK OF INDEPENDENT STATIONS; Some discoloration at corners, edges, and over printed text.
- Data Source
- Cooper Hewitt, Smithsonian Design Museum
- Designer
- Herbert Bayer, (American, born Austria, active Germany and USA, 1900–1985)
- Date
- 20th century
- Credit Line
- Museum purchase with funding provided by the Buddy Taub Foundation, Dennis A. Roach and Jill Roach Directors
- Medium
- Offset lithograph on glossy white paper
- Dimensions
- 21.5 × 16.5 cm (8 7/16 × 6 1/2 in.)
- Type
- graphic design
- Object Name
- Type
