The Theory of Listener-Sponsored Radio
by Lewis Hill,
1951
Listener sponsorship is an answer to the practical problem of getting better radio programs and keeping them. But it involves, as a theory of radio, an analysis of the problem as well as an answer to it. The theory advances not only an economic innovation for broadcasting but an interpretation of the facts of life in American radio. And actually it begins in a concern with some of the facts of life in general.