Sold on Radio: Advertisers in the Golden Age of Broadcasting

Sold on Radio: Advertisers in the Golden Age of Broadcasting

by Jim Cox

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Overview

How was it that America would fund its nascent national radio services? Government control and a subscription-like model were both considered! 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 examines major radio advertisers of the period, with profiles of 24 companies who maintained a strong presence on the airwaves.
Appendices provide information on 100 additional advertisers, unusual advertisement formats, and a glossary. The book has notes and a bibliography and is fully indexed.

Product Details

ISBN-13: 9780786475186
Publisher: McFarland & Company, Incorporated Publishers
Publication date: 01/25/2013
Edition description: Reprint
Pages: 332
Product dimensions: 6.90(w) x 9.90(h) x 0.90(d)
Age Range: 18 Years

About the Author

Jim Cox, a leading radio historian, is an award-winning author of numerous books on the subject. A retired college professor, he lives in Louisville, Kentucky.

Table of Contents

Table of Contents



Acknowledgments vii

Preface 1



PART I. THE COMMERCIALIZATION OF AMERICAN NETWORK RADIO

1. Ancestors of Radio Advertising 7

2. Commercializing the Ether 17

3. Ad Agencies: They Held the Whip Hand 32

4. Audience Measurement Services: Counting the House 41

5. Commercial Copywriters: Persuasive Penmanship 52

6. Commercial Spokesmen: They Delivered the Goods 60



PART II. 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 Morris Company 205

Procter & Gamble Company 212

Quaker Oats Company 221

R. J. Reynolds Tobacco Company 228

Standard Brands, Inc 234

Sterling Drug, Inc 240



Appendix A: 100 More Advertisers in Radio’s Golden Age 249

Appendix B: Variants That Impacted the Radio Commercial 273

Appendix C: A Glossary of Advertising and Broadcasting Jargon 296

Chapter Notes 303

Bibliography 313

Index 317

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