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The Advertising Century

Sylvester L.

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Sylvester L. "Pat" Weaver
(1908-2002)
NBC, New York

A media visionary, Weaver initiated the "magazine format" at NBC-TV, which altered TV's content and buying patterns. His 1949-56 tenure as president and chairman led to "Today" and "The Tonight Show" as well as heavily-promoted, star-studded specials. His bold concept of selling time in a network-controlled magazine format to a variety of advertisers was unpopular with major agencies, which would rather create and control clients' programming. But the concept revolutionized the TV industry. After his CBS Radio, Young & Rubicam, American Tobacco and NBC-TV years, Weaver served as McCann-Erickson chairman and went on to head a pioneering subscription TV venture.

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