A defunct genre of early British television that presented a linked series of product promotions within a light entertainment framework.
Known colloquially as ‘ad mags’, these programmes were a staple of early independent television, existing as a hybrid of editorial content and direct advertising. The format varied considerably. Some were set in aspirational, high-end department stores, such as Going Shopping with Elizabeth Allan, where presenters would demonstrate luxury goods. Others adopted a more accessible ‘corner shop’ environment, as seen in Watson’s Store. A particularly successful variant was the pub setting of Jim’s Inn, starring Jimmy Hanley, which ran for over 300 episodes. These shows were designed to appear as ordinary programmes, with hosts, guests, and narrative segments, but their fundamental purpose was to feature and promote the products of various advertisers.
The existence of advertising magazines was a direct consequence of the 1954 Television Act, which permitted their creation under a strict set of conditions. The Independent Television Authority (IBA) mandated that the programmes “must clearly and unmistakably reveal and serve its advertising purpose,” and enforced a rigid separation between programme makers and advertisers. This led to the creation of dedicated ‘Advertising Production Units’ within the ITV companies, which acted as intermediaries. Many well-known figures began their careers in ad mags, including presenters Noele Gordon and Raymond Bishop on About Homes and Gardens.
The format’s demise began with the establishment of the Pilkington Committee in 1960 to review the future of British broadcasting. The committee’s 1962 report was highly critical of the ad mag, condemning it as a bland format that misled viewers into believing they were watching unbiased editorial content. Pilkington argued that such programmes trivialised television and underestimated public taste. This damning assessment led directly to the format being outlawed by the 1964 Television Act, with the Postmaster-General directing that all such programmes be discontinued by the end of March 1963.
Notable Examples:
Home With Joy Shelton: ITV – ATV, 33 Episodes, 24 September 1955 – 16 December 1956
What’s In Store?: ITV – ABC, 78 Episodes, 2 September 1956 – 18 May 1958
Midweek Miscellany: ITV – ATV, 61 Episodes, 11 April 1956 – 12 June 1957
About Homes and Gardens: ITV – ATV, 48 Episodes, 1 June 1956 – 17 May 1957
Jim’s Inn: ITV – Associated-Rediffusion, over 300 episodes broadcast, 2 May 1957 – 27 March 1963
Presenters included: Elizabeth Allan, Noele Gordon, Raymond Bishop, Jimmy Hanley, Doris Rogers, Joy Shelton, Patricia Dare
Directors included: Rex Firkin, Pat Phillips, Ben Churchill, Alan Tarrant
