A Sales Floor in the Sky: Philadelphia Department Stores and the Radio Boom of the 1920s

Abstract

Between 1920 and 1922, the number of radio stations in the United States mushroomed from a handful to almost 600. Department stores operated 30 of these stations, using the airwaves to stimulate the sale of receivers, to advertise the store, and to promote merchandise. This research analyzes the phenomenon of department store radio stations, with a particular focus on Philadelphia. In contrast to historical accounts of radio that stress the dramatic commercialization of the industry in the late 20s, this research argues that advertising has always been a defining element of the American approach to broadcasting.