One of the curious features of old radio shows is how sponsors would get mentioned on programs that they (presumably) did not sponsor. For example, on the Jack Benny show you would sometimes hear mentions of Rexall, which footed the bill for the Phil Harris and Alice Faye program. It would be woven into the script of the program, not really an ad, just a gag. What one wonders is whether or not the show had to get permission from the other sponsor to mention their name, and whether or not the other sponsor had to pay for the mention.
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