At the time, companies with designs on radio's audiences stalked them indirectly, by sponsoring content. Gillette, for example, underwrote a lecture series on the "history of the beard." Most, however, sponsored a musical act like La Palina Hour, named after La Palina cigars, or the Clicquot Club Eskimos, a banjo ensemble presented by a popular ginger ale (the "Eskimos" played their banjos in full parkas before their studio audiences).

Tim Wu, The Attention Merchants, loc. 292