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Radio promotion history: Crafting image and loyalty via philatelic ephemera

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Abstract:

When radio was in its golden age, so was the hobby of stamp collecting. This article explored the way that philatelic ephemera were used in the promotion of US radio between the 1920s and 1960s. Philatelic programmes used the natural affinity of their audience for collectibles as an opportunity to provide cheap premium prizes and to create offers connected with programme sponsors. Non-philatelic programmes, stations and a manufacturer also took advantage of opportunities to use philatelic items to promote customer and listener loyalty and growth. Promotions represented efforts to enhance listenership, build station image and reach out to new audiences.

Keywords: DXer; advertising; philately; radio history; radio promotion; stamp collecting

Document Type: Research Article

DOI: http://dx.doi.org/10.1386/rjao.9.2.145_1

Affiliations: Illinois State University, USA

Publication date: November 1, 2011

More about this publication?
  • The Radio Journal is committed to high-quality, diverse research in the arena of sound broadcasting. The journal is published in association with the Radio Studies Network, the UK's association for researchers and teachers involved in radio studies. Articles examine all aspects of audio media from practice and production in the industry to approaches towards teaching radio studies in institutions. 
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