Repositioning Radio: NBC and the 'Kitchen Radio Campaign' of 1953

摘要

As television advanced into homes, NBC radio executives sought a way to reposition NBC and build a stronger daytime radio audience. The "Kitchen Radio Campaign" of 1953 was a major Christmas promotion campaign by NBC designed to build the daily "Housewife" audience. Using clever jingles, the spots urged family members to buy a radio for Mom to use while she did her chores. Using letters, memos, and scripts from the National Broadcasting Company (NBC) archives at the University of Wisconsin-Madison, this study examines NBC's Kitchen Radio Campaign and its attempt to reposition radio's place in the American culture.