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None of the three were interested in assuming day-to-day management of the network, so they installed wealthy 26-year-old William S.Paley, son of a Philadelphia cigar family and in-law of the Levys, as president.CBS time salesmen recognized early on that this intimate connection could be a bonanza for advertisers of female-interest products.Starting in 1930, astrologer Evangeline Adams would consult the heavens on behalf of listeners who sent in their birthdays, a description of their problems – and a box-top from sponsor Forhan's toothpaste.The origins of CBS date back to January 27, 1927, with the creation of the "United Independent Broadcasters" network in Chicago by New York City talent-agent Arthur Judson.The fledgling network soon needed additional investors though, and the Columbia Phonograph Company, manufacturers of Columbia Records, rescued it in April 1927; as a result, the network was renamed the "Columbia Phonographic Broadcasting System" on September 18 of that year.It was onerous for small and medium stations, and resulted in both unhappy affiliates and limited carriage of sustaining programs.Paley had a different idea, designed to get CBS programs emanating from as many radio sets as possible: and in 1929, once he had his affiliates happy and his company's creditworthiness on the mend, he relocated his concern to sleek, new 485 Madison Avenue, the "heart of the advertising community, right where Paley wanted his company to be" and where it would stay until its move to its own Eero Saarinen-designed headquarters, the CBS Building, in 1965.

The physical plant was relocated also – to Steinway Hall on West 57th Street in Manhattan, where much of CBS's programming would originate.

CBS continues to operate the CBS Radio network, which now mainly provides news and features content for its portfolio of owned-and-operated radio stations in large and mid-sized markets, and affiliated radio stations in various other markets.

The television network has more than 240 owned-and-operated and affiliated television stations throughout the United States.

When his new landlords expressed skepticism about the network and its fly-by-night reputation, Paley overcame their qualms by inking a lease for

The physical plant was relocated also – to Steinway Hall on West 57th Street in Manhattan, where much of CBS's programming would originate.

CBS continues to operate the CBS Radio network, which now mainly provides news and features content for its portfolio of owned-and-operated radio stations in large and mid-sized markets, and affiliated radio stations in various other markets.

The television network has more than 240 owned-and-operated and affiliated television stations throughout the United States.

When his new landlords expressed skepticism about the network and its fly-by-night reputation, Paley overcame their qualms by inking a lease for $1.5 million.

Since NBC was the broadcast arm of radio set manufacturer RCA, its chief David Sarnoff approached his decisions as both a broadcaster and as a hardware executive; NBC's affiliates had the latest RCA equipment, and were often the best-established stations, or were on "clear channel" frequencies. Paley had no such split loyalties: his – and his affiliates' – success rose and fell with the quality of CBS programming.

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The physical plant was relocated also – to Steinway Hall on West 57th Street in Manhattan, where much of CBS's programming would originate.CBS continues to operate the CBS Radio network, which now mainly provides news and features content for its portfolio of owned-and-operated radio stations in large and mid-sized markets, and affiliated radio stations in various other markets.The television network has more than 240 owned-and-operated and affiliated television stations throughout the United States.When his new landlords expressed skepticism about the network and its fly-by-night reputation, Paley overcame their qualms by inking a lease for $1.5 million.Since NBC was the broadcast arm of radio set manufacturer RCA, its chief David Sarnoff approached his decisions as both a broadcaster and as a hardware executive; NBC's affiliates had the latest RCA equipment, and were often the best-established stations, or were on "clear channel" frequencies. Paley had no such split loyalties: his – and his affiliates' – success rose and fell with the quality of CBS programming.

.5 million.

Since NBC was the broadcast arm of radio set manufacturer RCA, its chief David Sarnoff approached his decisions as both a broadcaster and as a hardware executive; NBC's affiliates had the latest RCA equipment, and were often the best-established stations, or were on "clear channel" frequencies. Paley had no such split loyalties: his – and his affiliates' – success rose and fell with the quality of CBS programming.

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