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Biography of an Idea: The Founding Principles of Public Relations by Edward L. Bernays

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chapter 32

BROADCASTING: CBS AND NBC

I would have questioned anybody’s judgment if they had told me in 1929 that William S. Paley, the young 27-year-old man who asked for my public relations counsel for a plaything his father had bought him, would in thirty years be head of a huge economic empire, the Columbia Broadcasting Company.

Paley looked even younger than he was. He was affable, cool, suave, polite, soft-spoken and well groomed. He told me he was graduated from the University of Pennsylvania with a B.S. degree in economics and had become vice-president and secretary of the Congress Cigar Company, which manufactured Palina cigars (named after the family) in Philadelphia.

Our Philadelphia friends at the summer place we rented on the Jersey ...

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