Because NBC was still charging some of its affiliates as much as $96 a week to carry its network programs, the CBS offer was extremely appealing. Some affiliates received thousands of dollars per week merely to serve as conduits for CBS programs and ads. In theory, CBS could now control up to twent y- four hours a day of its affiliates’ radio time. The network provided programs to the affiliates and sold ad space or sponsorships to various product companies. (Bernays played a significant role in the development of the public relations industry see Chapter 12.) Paley and Bernays modified a concept called option time, in which CBS paid affiliate stations $50 per hour for an option on a portion of their time. One of Paley’s first moves was to hire the public relations pioneer Edward Bernays to polish the new network’s image. In 1928, William Paley, the twent y- seve n- yea r- old son of Sam Paley, owner of a Philadelphia cigar company, bought a controlling interest in CBS to sponsor the cigar brand, La Palina.
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