A novel class of photo- and electroluminescent polymers (poly(p-pyridyl vinylene), poly(p-pyridinium vinylene), and their butyl-substituted analogs), and their application in org. light emitting devices (OLED) are reported. Polymer thin films for OLEDs were prepd. by both spin coating and a new self-assembly technique on a variety of substrates. They exhibit good fluorescence quantum yields, and the Bu derivs. are sol. in org. solvents. A device consisting of a 50-nm poly(p-phenylenevinylene) layer as hole conductor between the In/Sn oxide-coated glass support and the Bu poly(p-pyridyl vinylene) film and capped with an Al cathode operates with good quantum efficiency (5 × 10-4 photons/electron) for several hours. [on SciFinder(R)]