Radio advertising targeted housewives because they controlled family purchases

Evidence

Ultimately, a study in 1932 concluded that “the program sponsor should realize that the housewife in a majority of cases is the member of the family who has the most influence upon family purchases and is the one who spends the greatest amount of time in the home. She is, therefore, the member of the family most easily reached by radio broadcasts.” — Tim Wu, The Attention Merchants, 1305

Categorization

• XREF: Connects to the book’s chapters on daytime serial sponsorship and the gendered construction of the housewife as the ideal attention commodity; parallels the earlier excerpt on immodesty and gendered audience targeting. — connects to: Advertising’s targeted appeal to women began when companies realized women did most household purchasing — Tim Wu, The Attention Merchants, 208

Broader Connections

• Advertising’s targeted appeal to women began when companies realized women did most household purchasing #corroborates (0.92) — Tim Wu, The Attention Merchants, 208