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Radio active: advertising and consumer activism, 1935-1947

Agricultural Communications Documentation Center (ACDC)
Newman, Kathy M. (main author)
Publication Date:
USA: University of California Press, Berkeley, California.
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
advertising, consumers, farmers, history, information issues, interest groups, listenership, radio, radio programs, roles, rural broadcasting, rural broadcasts, rural people, USDA, social movements
237 pages, Includes a description of "Consumer Time," a radio program sponsored by the U.S. Department of Agriculture and produced by Donald E. Montgomery, consumer's counsel for USDA beginning in 1935. At that time, the USDA was the only government agency with an "official" position devoted to the concerns of the consumer. (p. 145). Another program, "Consumer Flashes," was part of the "National Farm and Home Hour" broadcast on NBC "Red" Network. Also includes (p. 47) statistics showing how lower-income listeners made up about 80% of the U.S. radio audience in 1940. Programs such as the "National Barn Dance" on WLS Radio, Chicago, were cited as especially popular.