What would a modern woman do without a radio set! As soon as a new idea in foods, or fashions, or home management comes along, it's incorporated in some one of the many women's programs. There are many, many women whose work it is to see that these new ideas are spread.
Sometimes these unknowns of the air become as familiar to them as family friends. ( Sharman, 1930)
"Mrs. Page " of "Mrs. Page's Household Economies," for almost ten years, was a broadcasting pioneer named Ruth Crane. 1 The program was a combination of what we would now define as product endorsements or perhaps program- length "infomercials" and advice for the American woman on how to use the myriad of new consumer products available in the 1920s and 1930s--as well as a friendly voice into her kitchen.
An often overlooked form of broadcast programming, women's service programs like "Mrs. Page's Home Economies" brought information and companionship to the woman at home. Defined as the "housewife's electronic liberator" (in Rouse, 1979), the tradition of these programs has continued with network programs such as "Good Morning America" ( ABC), "Today" ( NBC), and "This Morning" ( CBS) and local or cable programming and syndicated shows like "Working Women" ( Allbritton Television). Generally scheduled in the morning or early afternoon hours, these shows had, and still have, several advantages. First, they tend to be "budgetless" (Accomplishments, n.d.) and, second, they offer a niche audience of consumers to advertisers ( Meehan, 1993;