Advertising Strategies of American Express and Diner’s Club: Unveiling their Magazine Advertising from 1950-1970s

The mid-20th century marked a significant shift in the world of finance with the introduction of credit and charge cards. Two of the pioneering companies in this field were American Express and Diner’s Club. Their advertising strategies, particularly in magazines, played a crucial role in popularizing the concept of ‘buy now, pay later’. This article delves into the advertising strategies of these two financial giants from the 1950s to the 1970s, focusing on their magazine advertising campaigns.

Advertising Strategies of American Express

American Express, founded in 1850, initially provided express mail services. However, it was in the mid-20th century that it ventured into the financial services sector, introducing its first charge card in 1958. The company’s advertising strategy was focused on promoting a lifestyle of luxury and convenience.

Magazine Advertising

American Express primarily advertised in upscale lifestyle and travel magazines. Some of the notable ones include:

• Travel + Leisure: This magazine was a perfect fit for American Express’s target audience – affluent individuals who enjoyed travelling. The ads often highlighted the convenience of carrying an American Express card while travelling.
• Fortune: As a magazine focused on business and finance, Fortune was another ideal platform for American Express to reach its target audience.

Advertising Strategies of Diner’s Club

Diner’s Club, the first independent credit card company in the world, was established in 1950. Its advertising strategy was centered around the idea of ‘dining out without cash’.

Magazine Advertising

Diner’s Club advertised in a variety of magazines to reach a broad audience. Some of the magazines where Diner’s Club ads were frequently seen include:

• Life: This general-interest magazine reached a wide audience, making it an ideal platform for Diner’s Club to advertise its credit card.
• The New Yorker: Known for its sophisticated audience, The New Yorker was another magazine where Diner’s Club frequently advertised.

Conclusion

Both American Express and Diner’s Club utilized magazine advertising effectively to reach their target audience and promote their services. Their ads not only highlighted the convenience of using credit and charge cards but also associated them with a lifestyle of affluence and sophistication. This strategy played a significant role in the widespread acceptance and popularity of credit and charge cards in the mid-20th century.