Final answer:
William Benton revolutionized commercial radio in the 1930s by introducing advertiser-supported programs, leading to the development of national radio networks and the enduring model of broadcast funding.
Step-by-step explanation:
In the 1930s, William Benton, of Benton & Bowles advertising firm, revolutionized commercial radio by pioneering the concept of advertiser-supported programs. This model, which included sponsored news programs, radio dramas, comedies, talk shows, religious shows, educational programs, game shows, and quiz shows, fundamentally changed the way content was produced and broadcasted.
Benton's approach was among the innovations that led to the creation of the national radio networks, such as the National Broadcasting Company (NBC), the Columbia Broadcasting System (CBS), and the American Broadcasting Company (ABC). This new format not only provided the financial backing necessary to produce diverse and high-quality content, but also shaped the media landscape by introducing a symbiotic relationship between broadcasting and advertising, which is still used in radio and television today.