Invented and touted as the ' new branch of the advertising industry ', the acoustic advertisement on flexi discs and cardboards, was promoted by industrialist son Max Meier-Maletz, from Oberhausen, Germany. He had met the "enormous advertising effectiveness of spoken word and music" (Meier-Maletz) in America. So he had the companies [i]Dynamit Nobel[/i] and [l1680307] develop a cheap, extremely thin plastic film that is suitable as a sound carrier. The inventor then introduced his first recorded flexi cardboard at Düsseldorfer Kunststoffmesse (plastic fair) in 1955. Another idea to offer the advertising flexis favorable was the use of rights free music..