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Full Description
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.
Contents
Table of Contents
Acknowledgments
Preface
PART I. THE COMMERCIALIZATION OF AMERICAN NETWORK RADIO
1. Ancestors of Radio Advertising
2. Commercializing the Ether
3. Ad Agencies: They Held the Whip Hand
4. Audience Measurement Services: Counting the House
5. Commercial Copywriters: Persuasive Penmanship
6. Commercial Spokesmen: They Delivered the Goods
PART II. PATRONAGE OF AMERICAN NETWORK RADIO
American Home Products
American Tobacco Company
Andrew Jergens Company
Bristol-Myers Company
Brown & Williamson Tobacco Company
Campbell Soup Company
Coca-Cola Company
Colgate-Palmolive-Peet Company
Ford Motor Company
General Foods Corporation
General Mills, Inc
General Motors Company
Kellogg Company
Kraft Foods Company
Lever Brothers Company
Liggett & Myers Tobacco Company
P. Lorillard, Inc
Miles Laboratories, Inc
Philip Morris Company
Procter & Gamble Company
Quaker Oats Company
R. J. Reynolds Tobacco Company
Standard Brands, Inc
Sterling Drug, Inc
Appendix A: 100 More Advertisers in Radio's Golden Age
Appendix B: Variants That Impacted the Radio Commercial
Appendix C: A Glossary of Advertising and Broadcasting Jargon
Chapter Notes
Bibliography
Index
