Seventy years ago, these picnickers were enjoying a favorite radio program while on their outing, thanks to their portable radio. But they would have never thought of it if it weren’t for the foresight of their radio dealer in suggesting one.

The picture appeared in the May 1951 issue of Radio & Television Retailing magazine, which pointed out that most people were not “portable conscious.” The dealer needed to help them out through advertising in the store, especially in connection with summer gift-giving occasions such as graduations and weddings. And while the magazine was gearing up for the summer season, it reminded readers that the fall hunting season or Christmas were just around the corner, and it was a good idea to plant the seed.

The magazine suggested exchange advertising. For example, an excursion boat line might be interested in placing a poster with rates in the dealer’s shop, in exchange for an ad for the radio shop at the ticket office.