The Radio is a one-sided institution; you can listen, but you cannot answer back. In that lies its enormous usefulness to the capitalist system. The householder sits at home and takes what is handed to him, like an infant being fed through a tube. It is a basis upon which to build the greatest slave empire in history.
âUpton Sinclair, Oil!, 1926
1
Music and Advertising in Early Radio
This chapter begins with the early history of radio broadcasting and examines how this new communications technology became conceptualized and employed as an advertising medium. It charts the slow rise of radio advertising through the later processes of informing reluctant advertisers and advertising agencies of the usefulness of radio, the translation of print advertising techniques to sound, and the debates over which music to use in broadcast advertising.1 It also examines two early programs, the Clicquot Club Eskimos and Aunt Jemima.
Before proceeding, it must be understood that the rise of radio, and advertising, can be grasped only in a larger framework of changing patterns of American consumption beginning in the final decades of the nineteenth century. A complex series of factors marked this change, beginning, of course, with the rise of industrial production. Mass production necessitated an increase in wages so that workers could also participate in the economy as consumers. Coupled with this development, the growing banalization of work with the implementation of Taylorist and Fordist models of management and production also meant that the consumption of goods and services came to occupy a larger role in American life. Old American ideals of thrift and self-sacrifice ceased to serve an economy that increasingly demanded spending as American workers were transformed into consumers.2 To quote one observer from 1935: âAs modern industry is geared to mass production, time out for mass consumption becomes as much a necessity as time in for production.â3
The growth of consumption in this period was aided by changes in American spending habits: the practice of credit rose, and the use of the installment plan accelerated greatly.4 Settings of consumption increased the allure of purchased goods, as new department stores became increasingly like churches, temples of consumption.5 Goods were designed to be more attractive to consumers.6 And movies helped promote the idea of lavish lifestyles.7
Herbert Hoover, according to William Leach, used his presidency to legitimate the âbureaucratic language of consumptionâ with terms such as mass leisure, mass consumption, and mass services, terms that entered everyday usage and shaped Americansâ thinking about consumption. Hooverâs conception of government was that it should not only protect its citizens but help them realize their needs and desires as well.8 In a 1925 speech before the Associated Advertising Clubs of the world, he articulated his conception of âdesire,â praising advertisers for their role in raising the standard of living:
The older economists taught the essential influences of âwish,â âwantâ and âdesireâ as motive forces in economic progress. You have taken over the job of creating desire. . . . In economics the torments of desire in turn create demand, and from demand we create production, and thence around the cycle we land with increased standards of living.9
Edward A. Filene, of department store fame, said in the 1920s that in a new era of mass production and consumption, businessmen âmust produce customers as well as saleable goods.â10 This, he believed, would free modern people from everyday drudgeries and allow them to appreciate the higher things in life. Filene began his 1932 book Successful Living in This Machine Age with this definition:
Mass Production is not simply large-scale production. It is large-scale production based upon a clear understanding that increased production demands increased buying, and that the greatest total profits can be obtained only if the masses can and do enjoy a higher and ever higher standard of living.
This will result in the raising of wages, shortening of work time, and lowering of prices, so that class thinking will be erased.
But it is not standardizing human life. It is liberating the masses, rather, from the struggle for mere existence and enabling them, for the first time in human history, to give their attention to more distinctly human problems.11
And the masses were not to feel anonymous. As a 1930 editorial in Collierâs said:
The old kings and aristocrats have departed. In the new order the masses are master. Not a few, but millions and hundreds of millions of people must be persuaded. In peace and in war, for all kinds of purposes, advertising carries the message to this new Kingâthe people.
Advertising is the kingâs messenger in this day of economic democracy. All unknowing a new force has been let loose in the world. Those who understand it will have one of the keys to the future.12
As Hooverâs speech makes clear, advertisers were well aware of their mission, which they conceived not simply as selling goods but as promoting consumption more generally, even equating their mission with that of civilization.13 The influential advertising industry trade magazine Printersâ Ink said in 1923 that advertising was a means of efficiently creating consumers and homogeneously âcontrolling the consumption of a product through advertising.â14 An entry in The Encyclopedia of the Social Sciences in 1922 said, âWhat is most needed for American consumption is training in art and taste in a generous consumption of goods, if such there can be. Advertising is the greatest force at work against the traditional economy of an age-long poverty as well as that of our own pioneer period; it is almost the only force at work against Puritanism in consumption.â15 In 1929, an article in the trade magazine Advertising and Selling about the future of advertising held, âHaving learned the value of advertising as a commercial expression . . . the world will next turn to advertising to make itself articulate in a broad social way. By 1950 men will have learned to express their ideas, their motives, their experiences, their hopes and ambitions as human beings, and their desires and aspirations as groups, by means of printed or painted advertising, or of messages projected through the air.â16 Advertising, to put it bluntly, was viewed by its practitioners and proponents as a powerful force of modernization, designed to obliterate the âcustoms of ages; [to] . . . break down the barriers of individual habits of limited thinking,â according to a 1922 observer. Advertising viewed itself as âat once the destroyer and creator in the process of the ever-evolving new. Its constructive effort [was] . . . to superimpose new conceptions of individual attainment and community desire.â17
In an era of increasing rural-to-urban migration, much of what was sold in the early twentieth century were goods that played to peopleâs fears of standing out in the crowd, with body odor or other attributes that were thought to indicate poor hygiene. Consumers werenât simply being told to buyâthey were being indoctrinated by fear into thinking that unless they purchased certain products, they might off end others. This, of course, was an old strategy; Lynn Dumenil writes that advertising campaigns devoted to personal hygiene items were second only to those for food in the 1920s.18 This claim is borne out by publications of the period.19
Selling Goods, Selling Radio
Thus, through medicine-show-style scare tactics and other strategies, the shift toward a consumer culture was well under way in this era. A question for broadcasters and potential advertisers, however, concerned how the new medium of radio was to be paid for; early funding mechanisms for radio were unclear at the beginning. And the earliest radio broadcasts were a haphazard affair: radio stations would put on the air whatever was convenient, available, and free, and this was usually music, for it was easier and often cheaper to employ an existing ensemble to perform than to hire writers and actors for dramatic works. And most musicians werenât paid until about 1925 since there was no revenue before broadcast advertising.20 One early musician recalled what it was like: no pay, but âpeople did it for kicksâor for laughs or forâjust for the sheer novelty and fun of itâ; this musician played the piano and chatted, a practice called âsongs and patterâ at that time. But then,
the [radio station] management realized or perhaps planned ahead of time that they had a commodity here that they could sell to advertisersâand they garnered a contract with the manufacturer of a very fine coffeeâcalled Martinsonâs Coffeeâit was a class kind of coffeeâit was a little more expensive than the averageâand I found myself on the airâat aâI wonât say a very healthy feeâbut enough to make it interestingâI believe it was once or twice a weekâfor Martinsonâs Coffeeâdoing what I had been doing gratis.21
It wasnât long, however, before big money started to turn to radio and advertising, selling radio to the American public in order to give advertisers a new way to sell goods.22
Selling Radio to Advertisers
At first, radio programs were designed to sell radios (about which, more later), but purveyors of hardware soon learned that the best way to sell radios was to sell programs. There was an expectation, as one writer said in 1923, that âwhen a radio manufacturer sells a receiving instrument he is more or less morally obligated to supply the purchaser with entertainment. . . . Our manufacturers have learned that they must sell programs instead of instruments.â23
And Merlin H. Aylesworth, the first president of the National Broadcasting Company, the first network (or âchainâ as they were known then), wrote in 1929 that NBC was incorporated for the âpurpose of promoting the presentation of good radio programsâ in order to entice people to purchase radio equipment. NBC was owned by the Radio Corporation of America, General Electric, and Westinghouse, each of which owned, respectively, 50 percent, 30 percent, and 20 percent of NBC, and all of which manufactured radio parts. Aylesworth observed:
A radio receiving-set is of no value intrinsically, as it stands in your house with the switch turned off. Its only value is created by what comes out of it. Our business, therefore, is to do everything possible to give the public high-class broadcasting so that it will purchase equipment, either from the manufacturers who own our Company or from their competitors.24
Yet convincing advertisers, and advertising agencies, that radio was a worthwhile medium for broadcasting required a good deal of effort by broadcasters. Significant amounts of money were spent on the promotion of radio, sometimes resulting in rather overblown claims; a document produced by NBC in 1929 stated boldly, âBecause Broadcast Advertising appeals to the prospective purchaser through the medium of his ear instead of his eye, it acts on him in a subconscious manner, supplementing all other advertising to him,â employing language from psychology that increasingly found its way into advertising discourse following World War I.25 Peopleâs emotions were preyed upon, whether fear or something more pleasant. âSoup can produce emotion,â said Edith Lewis of J. Walter Thompson in 1923; âyou can write as emotionally about ham as about Christianity.â26
The National Broadcasting Company and its younger, upstart rival, the Columbia Broadcasting System, produced countless lavish brochures on products, as well as on programs, stars, and their overall stable of entertainers in order to hype themselves to potential advertisers (I will examine some of these below).27 NBC would also send materials that touted previous successes, including sample scripts, recommendations for music, and more. And the networks would offer free items to listeners who wrote in. Erik Barnouw writes that in the June 1932 issue of Chain Store Management magazine, the Kellogg Company told its dealers how merchandising through Singing Lady program, a childrenâs show, was working:
Just think of this: 14,000 people a day, from every state in the Union, are sending tops of Kellogg packages to the Singing Lady for her song book. Nearly 100,000 tops a week come into Battle Creek. And many hundreds of thousands of children, fascinated by her songs and stories and helped by her counsel on food, are eating more Kellogg cereals today than ever before. This entire program is pointed to increase consumptionâby suggesting Kellogg cereals, not only for breakfast but f...