Broadcasting major football games has been routine for ten years. In the East, most colleges have given away radio rights with the understanding that the broadcast would be a ''sustaining" (i. e., noncommercial) feature.
Last week the end of this wasteful procedure appeared to be in sight. Yale University's Athletic Association announced that Yale football games this autumn will be broadcast by Atlantic Refining Co., which had paid $20,000 for the privilege. Quick to see the significance of Yale's precedent, advertising companies began negotiations with other Eastern colleges which maintain pretentious football teams....
To continue reading:
or
Log-In
