CONELRAD (pronounced kon-ill-rad or kon-ill-rid)
As an acronym: CONtrol of ELectromagnetic RADiation, a Cold War era system of emergency public broadcasting developed by the US in the mid 1950s.
Exclusive to the US, CONELRAD was a nationally standardized system of emergency public broadcasting (on the AM (amplitude modulation) medium-wave band at 640 & 1240 kHz) intended to operate in the event of enemy attack during the Cold War. The original specifications for what emerged as CONELRAD was first discussed at the "Informal Government-Industry Technical Conference" (March, 1951) and later published by the FCC (Federal Communications Commission): "The primary plan for alerting broadcast stations that is currently being considered by the FCC Study Group is known as the Key Station System. The arrangement requires certain telephone circuits (private wire or direct line to Toll Board) between the Air Defense Control Centers (ADCC) and specified radio stations to be known as Basic Key Stations & Relay Key Stations”.
The essence of the system was each Basic Key Station upon receiving an alert or warning signal from the ADCC would, upon instruction, broadcast a predetermined message and also relay the message by telephone to all Relay Key Stations assigned to each Basic Key Station. As a diversified network designed to be able to continue functioning even if various parts were destroyed, it was conceptually similar to a later US military project which would later evolve into the internet. Intended to be simple, robust and able to reach as wide a possible audience in the shortest possible time, CONELRAD used simple protocols for alerting the public and other "downstream" stations, consisting of a sequence of shutting the station off for five seconds, returning to the air for five seconds, again shutting down for five seconds, and then transmitting a tone for 15 seconds. Key stations would be alerted directly and all other broadcast stations would monitor a designated station in their area.
In the event of an attack on the US, all domestic television and FM (frequency modulation) radio stations were required immediately to cease broadcasting and upon alert, almost all AM stations shut down, those remaining on-air transmitting either on 640 or 1240 kHz. No transmission would last more than a few minutes and upon one going “off-air” another would take over the frequency on a ”round robin” chain, this to confuse enemy aircraft which might be navigating using RDF (Radio Direction Finding), a technique first widely used in the early days of World War II (1939-1945). In the US, all radio sets manufactured between 1953-1963 were required to have the two frequencies marked by the triangle-in-circle (CD Mark), the symbol of Civil Defense organizations.
Product placement, a technique on marketing in which products are brands are “worked into” something like a film or television programmes, is now so ubiquitous (witness the frequent appearance in Mean Girls (2004) of Coca-Cola, Doritos, Cheetos, Dunkin' Donuts, Red Bull, Silk Milk, Taco Bell etc) that there are now internet sleuths gleefully who document each instance. Frequently, the presence of a product is merely an example of “brand awareness” with no substantive effect on the plot (in most cases it’s of no significance whether the characters drive Fords or Buicks or drink Pepsi or Coca-Cola) although there have been some deemed morally or politically dubious and variously they’ve involved things like alcohol, tobacco or firearms or institutions like the US military. Known also as “embedded marketing”, the technique is most associated with commercial cinema where the stuff is easy to interpolate but there have been examples even in literary fiction, the best known being The Bulgari Connection (2001) by Fay Weldon (1931-2023). In that, in exchange for an undisclosed payment, the author was required to make a specified number of mentions of the Italian luxury goods house Bulgari (generously, greatly she exceeded the quota). Of course, that’s an example which became notorious and it’s not known how many other “respectable” novelists have been subsidized this way.
The companion technique is “product association”. Here, a company seeks in some obvious way to be associated with someone or some institution and in every glossy magazine there will, in one form or another, be probably dozens of examples. Usually, “product association” is contractual with the consideration (usually cash or some form of contra arrangement) flowing one way or the other but the technique can also be executed as a form of “ambush marketing” (a hotel hiring for a morning a number of Ferraris, Lamborghinis and such to park outside for a photo-shoot, thereby hoping the “prestige” of the brands will “rub off”, despite the manufacturers receiving not a peppercorn for their unwitting participation). More conventionally, it’s a normal commercial transaction entered into on terms agreeable to both parties and, if thought mutually beneficial, it may be on the basis of NMA (no monetary action). In the matter of Stromberg-Carlson (by then a division of General Dynamics, now famous for nuclear submarines, warplanes and such) advertising their satisfaction at their new “transistorized” radio with “Town-and-Country tuning” being “one of the outstanding plus features of America’s newest car, the exciting Edsel”, it would have seemed like a good idea at the time. By all accounts the Stromberg-Carlson car radios were fine devices but exhorting customers to: “See and drive the Edsel – it’s wonderful!” would have done nothing to enhance the corporate image. That is of course a risk with product association: just as positive image can rub off, if things go awry, there’s a risk of that spreading too. As it was, the Edsel venture floundered within three seasons but Stromberg-Carlson wasn’t part of the collateral damage.
Formed in 1894 as a partnership between Swedish immigrants Alfred Stromberg (1861-1913) and Androv Carlson (1854-1925), Stromberg-Carlson was for much of the twentieth century one of the dominant US manufacturers and distributors of electronics and telecommunications equipment. As is modern corporate practice, Stromberg-Carlson became absorbed into other concerns and has since been part of the swirl of M&A (mergers & acquisitions) activities but it remains active in the industry. Between 1906-1907, Alfred Stromberg dissolved his interests in telecommunications and formed what would become the Stromberg Motor Devices Company and ultimately Stromberg Carburetors. In the post-war years, Zenith-Stromberg carburetors were used on a variety of British cars but they became well-known in the US after being adopted in the late 1960s because the company had a product which was ideally suited to complying with the increasingly stringent US emission regulations, the trade-off being some loss of performance, particularly at higher engine speeds. In something like the Jaguar E-Type (XKE; 1961-1971), the switch from triple SU carburetors to dual Zenith-Strombergs meant the high-speed response suffered but, even in those happier days, there weren't than many who with any frequency explored how the things performed above 125 mph (200 km/h).















