By the early 1930s Paley's CBS had reached profitability, and was in a position to take a real run at NBC's dominance. He had earlier hired Edward Bernays, author of Propaganda, as an adviser. Bernays suggested that CBS distinguish itself from NBC by emphasizing the superior quality of its programming—the theory of the "Tiffany Network" was thus born—and in that way exploit Sarnoff's weakness in matters of taste.

Tim Wu, The Attention Merchants, loc. 351