Back in the 1930s and 1940s, radio programs were regularly interrupted to remind listeners who sponsored that lovely music, weepy soap opera, or creepy mystery (“the Shadow knows!”) that had listeners on the edge of their seats. Early television featured programs that were clearly funded by their sponsors—for example, Kraft Television Theatre and Texaco Star Theatre, a comedy-variety show that was originally broadcast on radio from 1938 to 1949 and then on TV from 1948 to 1956. As advertising veteran Steve Piluso said, “[Native advertising] has actually been around for decades…. Texaco’s brand goals were to be seen as the enabler of the expansion of America through auto travel ...
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