Radio promotion history: Crafting image and loyalty via philatelic ephemera

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.