In 1923, Albert Lasker resumed management of Lord & Thomas. During the next two decades, he applied his ideas to such modern forms of advertising such as the radio commercial. In 1926, by consolidating with the Logan agency, Lord and Thomas got some big accounts, including the Radio Corporation of America (NBC). As radio became popular, more programs were created and later sponsored by advertisers.
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Bob Hope |
With his first program for Palmolive , Lasker came to create programs for additional accounts, and at last the radio commercial as it is known today was formed. By 1928, Lord and Thomas was responsible for about 50 percent of the advertising placed with NBC (Applegate, 1994). Lord and Thomas produced the "Amos 'n' Andy" show to advertise Pepsodent, and "The Story of Mary Marlin" for Kleenex, and "Information Please" for Lucky Strike. In particular, it was Lasker who gave a young comedian, Bob Hope a chance to a radio show for Pepsodent. With the help of radio, Lasker's Lord and Thomas agency came to regain its position as the biggest advertising agency in the world in the 1930's.
*For more information about Bob Hope: http://www.loc.gov/exhibits/bobhope/radio.html
*For more information about "Amos 'n' Andy": http://www.midcoast.com/~lizmcl/aacc.html
*All pictures in this page were from:
http://www.zianet.com/jjohnson/radio40.htm
http://www.anbhf.org/laureates/lasker.html
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