Early 20th century Americans did not demand technological change and advancements, because the American mass media had not yet allowed them to know what was possible.  Technological change, including Guglielmo Marconi's invention of the radio telegraph and David Sarnoff's invention of the commercial radio, led to the the formation of the radio industry in the 1920's.
       The American population saw the potential of radio with the Titanic disaster in 1912.  The United States' government was the first to realize that the radio could communicate with the masses quickly and efficiently.  At first, they regulated radio by giving airwaves only to the military and big businesses. However, they soon required the businesses to operate under a license. This licensing led to people seeing the money that could be involved in the radio industry.  Large amounts of people would be able to listen to a radio program on a daily basis, listening to their favorite artists as well as radio dramas and national news.  Finance minded businessmen discovered another conduit for revenue: during appropriate times, advertisers would be able to give a promotional ad or commercial at a simple cost to the radio station.
       People from all different avenues saw this as a business opportunity. William S. Paley, a businessman who was working in the tobacco industry, saw the potential of advertising in the radio.  Paley then started CBS (Columbia Broadcasting System) in hopes that advertising would be the driving force of his network.  This led to commercial sponsors interested in selling a consumer good into integrating their product in the show.  This would change mass media for years to come.