Repositioning Radio: NBC and the “Kitchen Radio Campaign” of 1953

Abstract

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.