For many years, this was the sounder used to introduce the hourly news update from CBS News. It was composed by Eric Siday and his company Identitones. Siday was a spectacularly successful pioneer in creating electronic sound logos. An early and famous example is the Maxwell House percolating coffee pot. It formed a contrast to the countless supposedly catchy but quickly tiring jingles that were on the air at the time. An added benefit: they were cheaper to produce because they didn’t require live musicians and residuals did not have to be paid to singers.