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1951 A.D.
At a time when most TV was broadcast live, Desi Arnaz insisted every episode of “I Love Lucy” be recorded. Arnaz managed to secure full ownership of the recordings, and in doing so not only invented reruns, but also made himself a fortune in the process.
As most in the calendar business will tell you, the economic value of repetition is not exclusive to television shows. “The average order repeats for eight years,” said Martin. “You talk to some of the old-time calendar salespeople in our industry, and a lot of them are retired, but they’ve [kept] their calendar orders and just make phone calls and say, ‘How many do you want this year, and are there any changes?’”
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Michael Cornnell
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