Paley provided network programming to affiliate stations at a nominal cost, thereby ensuring the widest possible distribution for both the programming and the advertising. Paley changed broadcasting's business model not only by developing successful and lucrative broadcast programming but also by viewing advertisers and sponsors as the most significant element of the broadcasting equation. Individual stations originally bought programming from the network and, thus, were considered the network's clients. Before Paley, most businessmen viewed stations as stand-alone local outlets, as the broadcast equivalent of local newspapers. Paley quickly grasped the earnings potential of radio and recognized that good programming was the key to selling advertising time and, in turn, bringing in profits to the network and to affiliate owners. ( September 2019) ( Learn how and when to remove this template message) Unsourced material may be challenged and removed. Please help improve this article by adding citations to reliable sources. This section needs additional citations for verification. Paley had expanded the network to 114 affiliate stations. Within a year, under William's leadership, cigar sales had more than doubled, and, in 1928, the Paley family secured majority ownership of the network from their partners.
Samuel Paley's intention was to use his acquisition as an advertising medium for promoting the family's cigar business, which included the La Palina brand. In 1927, Samuel Paley, Leon Levy (who was married to Paley's sister, Blanche ), and some business partners bought a struggling Philadelphia-based radio network of 16 stations called the Columbia Phonographic Broadcasting System. While at the University of Pennsylvania, Paley joined the Theta chapter of Zeta Beta Tau fraternity. William Paley matriculated at Western Military Academy in Alton, Illinois and later received his college degree from the Wharton School at the University of Pennsylvania in expectation that he would take an increasingly active role running the family cigar business. As the company became increasingly successful, Paley became a millionaire, and moved his family to Philadelphia in the early 1920s. His family was Jewish, and his father was an immigrant from Ukraine who ran a cigar company. Paley was born in Chicago, Illinois, the son of Goldie (Drell) and Samuel Paley. 4.2 Marriage to Barbara Cushing Mortimer.
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