Sylvester L ‘Pat’ Weaver


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NBC. 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.

Subjects: Marketing.

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