Abstract
This study reveals the decision-making that went into the first television condom advertising on San Francisco's KRON-TV in January 1987, regarded as one of the first stations to take this step. The study is based upon in-depth interviews with key station managers immediately after the decision. Station leaders debated questions of public interest and public tastes in a city hard hit by AIDS. Linking up with a public interest group, the station devised careful guidelines and began broadcasting on a trial basis. Nearly all public and media reaction — and there was plenty — was favorable.
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