. Sylvester L. "Pat" Weaver (1908-2002) NBC, New York List No. 57 of 100 Go to the Next Person of the Century 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. All Rights Reserved © 1999 & 2005, Advertising Age Crain Communications, Inc. editor@AdAge.com .