Radio premium
Encyclopedia
During the time that radio programs were the dominant medium in the United States
, some programs advertised "souvenirs" of the various shows, which were sometimes called radio premiums. The first of these were generally cast photographs and the like, but eventually, these evolved into novelties that many children collected.
By the 1930s, premiums ranged from rings through pocket novelties to "decoder pins," also called "decoder badges". Most of these were obtained by sending the sponsor's agency a proof of purchase
, such as a boxtop
or jar's inner seal, and frequently a small amount of cash, such as a dime. One amusing address was for Chief Lone Wolf who was strangely on the 14th floor of the Wrigley Building in Chicago.
Many of the rings were multifunctional, having a feature beyond just being jewelry. All were "one size fits all". Quite a few had "secret compartments," and others had built-in siren whistles. Some rings were composed in whole or in part of luminous
materials. A premium from Jack Armstrong, the All-American Boy
program, offered in 1940, was a ring called the Dragon's Eye Ring, with images of crocodiles supporting a greenish "stone" made of Tenite. The molds for the ring were later used for two other premiums, one for Buck Rogers
in the Twenty-Fifth Century, issued in 1947. The new ring was called the Buck Rogers Ring of Saturn, and had a red "stone" rather than the green one in the original. About the same time, a third ring, but with a black stone, was issued by Carey Salt for their sponsorship of The Shadow
. (another sponsor, Blue Coal, offered an entirely different luminous-plastic ring.) Some rings had a hidden mirror for a "look behind" feature. Programs that offered such Look-Around rings included Tom Mix
Ralston Straight Shooters, Captain Midnight
, and The Lone Ranger
. Other rings had spinners, photo viewers, ballpoint pens, magnifiers, signal blinkers, flashlights, etc.
Besides rings, there were many pocket items. These included sundial "watches," compass-and-magnifiers, pedometers, truth detectors, and signaling devices. Some premiums required many boxtops. These included cowboy outfits, a set of cooking equipment for camping and special badges such as "Chief Inspector", "General", etc.
During World War II
, restrictions were placed on manufacturing materials, notably copper and brass. As a result, virtually all premiums manufactured during the war were made of "noncritical" materials, such as wood, paper (including cardboard and card stock), and cloth. Some items made of luminous material were made into items to help in blackouts. At least one show offered a "Plane Spotter" premium, showing silhouettes of various aircraft of allied and enemy aircraft, like those used by Office of Civilian Defense
personnel.
One subset of radio premiums were cryptological, mostly based on cipher disks. Ovaltine Foods issued these for Little Orphan Annie
and Captain Midnight
. At least once a week, secret messages were broadcast at the close of an episode, each of which was invariably a preview of the forthcoming episode. These could be deciphered with one of the "decoder" premiums. A spoof on this was depicted in the movie A Christmas Story
.
Radio premiums got more multifunctional over the years, and by 1950, some of them had as many as four separate features. The Sky King
radio program had several of the most innovative premiums. But by that time, the radio shows were phasing out because of the increasing influence of television.
.
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, some programs advertised "souvenirs" of the various shows, which were sometimes called radio premiums. The first of these were generally cast photographs and the like, but eventually, these evolved into novelties that many children collected.
By the 1930s, premiums ranged from rings through pocket novelties to "decoder pins," also called "decoder badges". Most of these were obtained by sending the sponsor's agency a proof of purchase
Proof of purchase
Proof of purchase is often required for sales promotions and manufacturer rebates as evidence that the customer purchased the product. When multiple purchases are required to redeem these rewards, it is referred to as a premium incentive or collector mechanic.Traditional proof of purchase systems...
, such as a boxtop
Boxtop
A boxtop, in the context of being a proof of purchase, is understood to be the upper portion of a product box, detached, and mailed as part of a claim for a radio premium or other advertising offer...
or jar's inner seal, and frequently a small amount of cash, such as a dime. One amusing address was for Chief Lone Wolf who was strangely on the 14th floor of the Wrigley Building in Chicago.
Many of the rings were multifunctional, having a feature beyond just being jewelry. All were "one size fits all". Quite a few had "secret compartments," and others had built-in siren whistles. Some rings were composed in whole or in part of luminous
Luminous
Luminous may refer to:* Luminous , the sixth release from American Futurepop band Cesium 137* Luminous , a 1998 short story collection by Greg Egan* Luminous, LLC, a contact lens company with headquarters in Portland, Oregon...
materials. A premium from Jack Armstrong, the All-American Boy
Jack Armstrong, the All-American Boy
Jack Armstrong, the All-American Boy was a radio adventure series which maintained its popularity from 1933 to 1951. The program originated at WBBM in Chicago on July 31, 1933, and was later carried on CBS, then NBC and finally ABC....
program, offered in 1940, was a ring called the Dragon's Eye Ring, with images of crocodiles supporting a greenish "stone" made of Tenite. The molds for the ring were later used for two other premiums, one for Buck Rogers
Buck Rogers
Anthony Rogers is a fictional character that first appeared in Armageddon 2419 A.D. by Philip Francis Nowlan in the August 1928 issue of the pulp magazine Amazing Stories. A sequel, The Airlords of Han, was published in the March 1929 issue....
in the Twenty-Fifth Century, issued in 1947. The new ring was called the Buck Rogers Ring of Saturn, and had a red "stone" rather than the green one in the original. About the same time, a third ring, but with a black stone, was issued by Carey Salt for their sponsorship of The Shadow
The Shadow
The Shadow is a collection of serialized dramas, originally in pulp magazines, then on 1930s radio and then in a wide variety of media, that follow the exploits of the title character, a crime-fighting vigilante in the pulps, which carried over to the airwaves as a "wealthy, young man about town"...
. (another sponsor, Blue Coal, offered an entirely different luminous-plastic ring.) Some rings had a hidden mirror for a "look behind" feature. Programs that offered such Look-Around rings included Tom Mix
Tom Mix
Thomas Edwin "Tom" Mix was an American film actor and the star of many early Western movies. He made a reported 336 films between 1910 and 1935, all but nine of which were silent features...
Ralston Straight Shooters, Captain Midnight
Captain Midnight
Captain Midnight is a U.S. adventure franchise first broadcast as a radio serial from 1938 to 1949. Sponsored by the Skelly Oil Company, the radio program was the creation of radio scripters Wilfred G. Moore and Robert M...
, and The Lone Ranger
The Lone Ranger
The Lone Ranger is a fictional masked Texas Ranger who, with his Native American companion Tonto, fights injustice in the American Old West. The character has become an enduring icon of American culture....
. Other rings had spinners, photo viewers, ballpoint pens, magnifiers, signal blinkers, flashlights, etc.
Besides rings, there were many pocket items. These included sundial "watches," compass-and-magnifiers, pedometers, truth detectors, and signaling devices. Some premiums required many boxtops. These included cowboy outfits, a set of cooking equipment for camping and special badges such as "Chief Inspector", "General", etc.
During World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
, restrictions were placed on manufacturing materials, notably copper and brass. As a result, virtually all premiums manufactured during the war were made of "noncritical" materials, such as wood, paper (including cardboard and card stock), and cloth. Some items made of luminous material were made into items to help in blackouts. At least one show offered a "Plane Spotter" premium, showing silhouettes of various aircraft of allied and enemy aircraft, like those used by Office of Civilian Defense
Office of Civilian Defense
Office of Civilian Defense was a United States federal emergency war agency set up May 20, 1941 by Executive Order 8757 to co-ordinate state and federal measures for protection of civilians in case of war emergency...
personnel.
One subset of radio premiums were cryptological, mostly based on cipher disks. Ovaltine Foods issued these for Little Orphan Annie
Little Orphan Annie
Little Orphan Annie was a daily American comic strip created by Harold Gray and syndicated by Tribune Media Services. The strip took its name from the 1885 poem "Little Orphant Annie" by James Whitcomb Riley, and made its debut on August 5, 1924 in the New York Daily News...
and Captain Midnight
Captain Midnight
Captain Midnight is a U.S. adventure franchise first broadcast as a radio serial from 1938 to 1949. Sponsored by the Skelly Oil Company, the radio program was the creation of radio scripters Wilfred G. Moore and Robert M...
. At least once a week, secret messages were broadcast at the close of an episode, each of which was invariably a preview of the forthcoming episode. These could be deciphered with one of the "decoder" premiums. A spoof on this was depicted in the movie A Christmas Story
A Christmas Story
A Christmas Story is a 1983 American Christmas comedy film based on the short stories and semi-fictional anecdotes of author and raconteur Jean Shepherd, including material from his books In God We Trust, All Others Pay Cash, and Wanda Hickey's Night of Golden Memories. It was directed by Bob Clark...
.
Radio premiums got more multifunctional over the years, and by 1950, some of them had as many as four separate features. The Sky King
Sky King
Sky King is a 1940s and 1950s American radio and television adventure series. The title character is Arizona rancher and aircraft pilot Schuyler "Sky" King...
radio program had several of the most innovative premiums. But by that time, the radio shows were phasing out because of the increasing influence of television.
For Further Reading
- Hake's Price Guide to Character Toys Ted Hake (New York: Avon Books ISBN 0-380-80076-4
- Tomart's Price Guide to Radio Premium and Cereal Box Collectibles Tom Tumbusch (Dayton, OH: Tomart Publications ISBN 0-87069-635-1
Trivia
In September 2006, Bill McMahon offered a presentation entitled "Old Time Radio Premiums" explaining in detail, why premiums were offered and constructed. The presentation was among the events held at the annual Mid atlantic nostalgia convention in Aberdeen, MarylandMaryland
Maryland is a U.S. state located in the Mid Atlantic region of the United States, bordering Virginia, West Virginia, and the District of Columbia to its south and west; Pennsylvania to its north; and Delaware to its east...
.