Sold on Radio: Advertisers in the Golden Age of Broadcasting

Sold on Radio: Advertisers in the Golden Age of Broadcasting

by Jim Cox
     
 

ISBN-10: 0786433914

ISBN-13: 9780786433919

Pub. Date: 05/23/2008

Publisher: McFarland & Company, Incorporated Publishers

How was it that America would fund its nascent national radio services? Government control and a subscription-like model were both considered! But soon an advertising system emerged, leading radio into its golden age from the 1920s to the early 1960s.

This work, divided into two parts, studies the commercialization of network radio during its golden age. The

Overview

How was it that America would fund its nascent national radio services? Government control and a subscription-like model were both considered! But soon an advertising system emerged, leading radio into its golden age from the 1920s to the early 1960s.

This work, divided into two parts, studies the commercialization of network radio during its golden age. The first part covers the general history of radio advertising. The second part examines major radio advertisers from that period, with profiles of 24 companies who maintained a strong presence on the airwaves. Appendices provide information on 100 additional advertisers, variants that impacted broadcast advertising, and a glossary. The book is fully indexed.

Product Details

ISBN-13:
9780786433919
Publisher:
McFarland & Company, Incorporated Publishers
Publication date:
05/23/2008
Pages:
332
Product dimensions:
7.20(w) x 10.10(h) x 0.90(d)

Table of Contents


Acknowledgments     vii
Preface     1
The Commercialization of American Network Radio
Ancestors of Radio Advertising     7
Commercializing the Ether     17
Ad Agencies: They Held the Whip Hand     32
Audience Measurement Services: Counting the House     41
Commercial Copywriters: Persuasive Penmanship     52
Commercial Spokesmen: They Delivered the Goods     60
Patronage of American Network Radio
American Home Products     73
American Tobacco Company     79
Andrew Jergens Company     88
Bristol-Myers Company     95
Brown & Williamson Tobacco Company     101
Campbell Soup Company     106
Coca-Cola Company     113
Colgate-Palmolive-Peet Company     121
Ford Motor Company     129
General Foods Corporation     136
General Mills, Inc.     146
General Motors Company     156
Kellogg Company     164
Kraft Foods Company     171
Lever Brothers Company     177
Liggett & Myers Tobacco Company     184
P. Lorillard, Inc.     192
Miles Laboratories, Inc.     197
Philip MorrisCompany     205
Procter & Gamble Company     212
Quaker Oats Company     221
R. J. Reynolds Tobacco Company     228
Standard Brands, Inc.     234
Sterling Drug, Inc.     240
100 More Advertisers in Radio's Golden Age     249
Variants That Impacted the Radio Commercial     273
A Glossary of Advertising and Broadcasting Jargon     296
Chapter Notes     303
Bibliography     313
Index     317

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