As Irna Phillips, inventor of the first radio soap operas, explained: "sincerity, honesty, genuineness—true values. If the woman listener is made conscious of these standards in the story itself, how little effort it would take to make her conscious of these same standards with the product advertising." In Fortune magazine, Phillips revealed her own recipe for engaging female listeners. "You appeal to," she said, "(1) the instinct for self-preservation, (2) sex, (3) the family instinct, or (4) all three together if you can manage."

Tim Wu, The Attention Merchants, loc. 329