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((short description|American advertising executive and author))
((More citations needed|date=July 2019))'''Cyril M. Schneider''' (June 11, 1929 – February 22, 1994) was an American [[advertising]] executive and author. He is best known for his work in [[advertising to children|children's advertising]] for [[Mattel]] and as the president of [[Nickelodeon]] from 1980 to 1984.

==Early life==
Schneider was born on June 11, 1929, in [[Chicago]], Illinois to Marcus and Marcia Schneider (((nee)) Cotler). His home town was [[Los Angeles]]. He graduated with a degree in journalism from the [[University of Southern California]] and graduated with a master's degree in American literature from [[New York University]].<ref name=":0">((Cite news|url=https://www.nytimes.com/1994/02/25/obituaries/cyril-schneider-64-advertising-executive.html|title=Cyril Schneider, 64, Advertising Executive|date=1994-02-25|work=The New York Times|access-date=2019-04-29|language=en-US|issn=0362-4331))</ref> 

==Career==
===Carson-Roberts Agency===
He joined the Carson-Roberts Agency in Los Angeles in 1953 and later on became the president of the company until 1970 when it was bought by [[Ogilvy & Mather]], where Schneider would work for the next 10 years.<ref name=":0" /> In 1954, he was an Account Manager for Mattel in the Carson-Roberts Agency. In that same year Mattel spent $500,000 to sponsor the [[Mickey Mouse Club]]. Schneider was the first person to film a toy commercial.<ref name=":1">((Cite news|url=https://www.nytimes.com/1987/05/20/business/advertising-inside-children-s-television.html|title=ADVERTISING; Inside Children's Television|last=Dougherty|first=Philip H.|date=1987-05-20|work=The New York Times|access-date=2019-04-29|language=en-US|issn=0362-4331))</ref> From 1978 to 1980, Schneider was [[Ogilvy (agency)#Ogilvy & Mather|Ogilvy & Mather]]'s senior vice president in [[New York City]].

===Nickelodeon===
In 1980, [[Warner-Amex Satellite Entertainment]] Network hired Schneider to be the president of the then-new [[Nickelodeon]] network. Despite introducing popular programs such as ''[[You Can't Do That on Television]]'' to the lineup in 1981, Nickelodeon operated at a loss of $10 million dollars, and at one point had the lowest number of viewers compared to other cable channels by 1984. In 1983, [[Robert Pittman (media executive)|Bob Pittman]] was made head of [[Viacom Media Networks|MTV Networks]] and Schneider was not comfortable with his "idiotic" approach to "home-based" television. As a result, Schneider left the network in early 1984.<ref>((Cite book|url=https://books.google.com/books?id=xtPdNsGjGw8C&pg=PA136|title=Nickelodeon Nation: The History, Politics, and Economics of America's Only TV Channel for Kids|last=Hendershot|first=Heather|date=2004|publisher=NYU Press|isbn=9780814736517|language=en))</ref>

===Post Nickelodeon years===
From 1984 to his death in 1994, Schneider worked at [[Bozell]], an advertising agency in [[New York City|New York]], and served as its corporate vice president from 1988 until 1994.<ref name=":0" /> In 1987, he wrote a book about children's advertising and programs called ''Children's Television: The Art, the Business and How it Works''.<ref name=":1" />

== Death ==
Schneider died from cancer on February 22, 1994 in New York.<ref name=":0" />

==References==
((reflist))

((s-start))
((succession box|before=Vivian Horner | title=[[Nickelodeon]] president | years=1980–1984| after=[[Geraldine Laybourne]]))
((s-end))

((Presidents of Nickelodeon))

((DEFAULTSORT:Schneider, Cy))
[[Category:Nickelodeon executives]]
[[Category:1929 births]]
[[Category:1994 deaths]]
[[Category:University of Southern California alumni]]
[[Category:New York University alumni]]


 ((US-business-bio-1920s-stub))

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