A McGraw-Hill May Publication 1925
a ine of the Radio In
A
"How They Beat the Summer Slump" "The Lesson in Present Radio Conditions"i "A Body Blow to Gyp Advertising" Complete Specifications of 1925 Portable Sets Fanswant diltance -and Brandes Headsetsget it
If you want your customers to know the real range of their radio sets, be sure you sell them a Brandes, too! If you want really satisfied custom- Why Brandes? ers, let them hear how clear their sets Because the receivers are can be --- through a Brandes. matched in tone. Because the hard rubber Fans want distance-- and they want caps are comfortable and clarity.They get 'em both --and get efficient. 'em always --- with a Brandes. Because the headbandis adjustable and extremely comfortable. Because the twisted cop- per tinsel cord will never wear out. Because each headset has to pass twenty-two tests and inspections. Because each headset car- Brandes ries the Brandes, money - The name to know in radio back guarantee.
Radin rut atiling,\Tap.111.25. 1'o]1, No.G. Published monthly, STccraw-11111 Co., Ur., Tenth Avenue nt Thirt.Y-sixth Street, New York, N. Y. g2 per year, ^-5 cents ver cow. Entered us second -el.'s twitter, .jptdl 10, 1913, at the Post Office at New York, N. Y., under the Act of Starch 3,18"9. RADIO RETAILING, May, 1925
The Bradleystat handles ALL tubes without change of connections
Rheostats have come and gone PERFECT FILAMENT CONTROL Two columns of graphite discs provide but the Bradleystat is still the leader! stepless, noiseless con- trol. The Bradleystat has won permanent favor with radio dealers Range of control is and jobbers, because it is a well-built filament rheostat of excep- from Ito 100 ohms, sufficient for all tubes tional performance, and is backed by a strong merchandising without change of policy that makes it the most widely- advertised radio rheostat connections. in the field. The Allen-Bradley Guarantee, printed on each car- One -hole mounting for panels. Table ton, safeguards every dealer and jobber against loss from defec- mounting for base- boards. tive workmanship and materials, and with a record of more than Extremely compact. twenty years of successful merchandising experience, the Allen- Easily substituted for Bradley Company is able to offer helpful dealer co-operation wire rheostats. that boosts sales, turn -over and profits. Investigate the Allen- $1.85 Bradley line of perfect radio devices. Use the coupon! In Canada, $2.50 ~-13itichr Co. Electric Controlling Apparatus 489 Clinton Street MILWAUKEE, WISCONSIN
MAIL THIS COUPON We certainly want to know mere about the Allen- Bradley line. Please send literature and prices. Name
Address Our jobber is
417 RADIO RETAILING, A McGraw-Hill Publication °, 1.F,\11///. The Truth AboutPortable Radio A Timely Messageto the Radio Retail Trade For the past three years, The Operadio Moreover, they have found that with small Corporation has centered all its efforts on the batteries,thesetoperatesat maximum development and production of one style of efficiency only a short time, as the voltage set-the self-contained, or so-called portable begins to diminish almost immediately. type. Today this organization is by far the largest producer of six -tube portable radio receivers in the world. Ample Battery Supply and During the course of this progress, other Good Loud Speaker portable sets have, of course, appeared. But The Operadio has four of the largest "B" no set of this type has ever challenged or even batteries built, providing more than 400 hours' approached the popularity of the Operadio. service, and the "A" batteries delivera mini- This is because the public realizes that as mum of 150 hours' service. This is unquestion- specialists, Operadio engineers have had an ably one of the biggest reasons why theset advantage over manufacturers of big lines of has given such universal satisfaction, and has sets, who naturally can devote but a portion proved so phenomenal a success. of their time and attention to designing a The marvelous clarity and fidelity of tone for which really successful portable-wherein extreme the Operadio is noted is the result of the most exhaustive research in loud -speaker development.Tests lasting compactness must be secured without sacrifice over periods of months were made, and innumerable of efficiency. units were designed before one that was up to the high When "Light Weight" is specifications of the engineers was accepted. What makes the 1925 Operadio such a remarkable Underweight achievement, however, is that while offering portability, it also provides every other advantage found in radio. Right now, when rumors are afloat of sets of It meets every requirement, whether at home, touring extremely light weight and great power, it is or on vacation. significant to note that Operadio engineers are Now on the threshold of the biggest selling summer in building a 1925 set which, though slightly radio history, investigate portable radio thoroughly. smaller, weighs eighteen pounds more than It will pay you to consider more than the weight of the set, the size of the case or the number of tubes. Look their thirty-three pound model of a year ago. into experience; look to the proven results that such The added weight of the 1925 Operadio is experience has produced. Then, we feel sure you will do due to increased battery supply, which gives as thousands are doing profitably-turn to the Operadio the pioneer portable set of the radio industry.Write more economical operation, and adds to the for further facts and details of the Operadio proposition serviceability of the set. to dealers. The public has learned that to replace batteries every week or two, is far less desir- THE OPERADIO CORPORATION able than to carry a few pounds more weight. 8 South Dearborn St., Chicago, Illinois
MIMn[C ICEdDI0 Reg. U. S. Pat. Off. 189 Complete [Rocki s]
418 RADIO RETAILING, May, 1.9 25
IS CHOSEN BY THE Distributors oftanbarbpnewill be proud to learn that the famous Bilt- BILTMORE HOTEL more Hotel, New York, has selected NEW YORK, from the entire field of radio receivers the console type of*tanbarbpnefor AS THE PERFECT installation in every suite in the hotel. The answer toiltanbarbpne RADIO RECEIVER popularity will be found in the sales books of'tanbarbpnedistribu- FOR THE tors.Week in and week out this set CONVENIENCE OF brings re -orders from pleased dealers and new orders from dealers who have ITS GUESTS! learned of its tremendous public popu- larity,areputationjustlyearned through remarkable distance perform- ance, lack of distortion, quality of parts and smoothness of reception. Send for literature descriptive of both models and details of Hotel Biltmore installation
if
WITHOUT ACCESSORIES 1
cpNSOLE MOpEt 13t1 Stg@e
Sorddlitinc 1/-#.11;
5 -Tube Tuned Radio Frequency Standardyne
«-Che 1.1\ L FACTL REDtr,'
-Standard Radio Corporation- -71jachson Street B I LTMORE._.1 WITHOUT ACCE55Oq,E5 Worcester Mass HOTEL 1.1511 RADIO RETAILING, A McGraw-Hill Publication
THE GREATEST SENSATION IN THE RADIO INDUSTRY
Supertron always a good tube, is now better than ever. Supertron is making radio history by being the first to make the tube price what it should be. A national advertising cam- SUPÉRtI paign willtell the whole Du[a world that the best tube ALL should retail for not more TYPES than $2.00. That includes a fair profit to the manufac- turer and the trade and amply provides for a guar- antee and service to thepub- lic with complete satisfac- tion. They will all follow NO SUPERTRON.But the ARGUMENT industry and the public will always appreciate SUPER- GUARANTEE TRON because SUPER- TRON did it.
Distributors, Jobbers, Dealers, FactoryRepresentatives and Public, We WelcomeYou-Write Now
SUPERTRON MFG. CO., INC., 32 Union Square New York, N. Y.
120 RADIO RETAILING, May, 1925 This advertisement appears in May issues of Radio Broadcast Popular Radio Q. S. T. It is the first announcement of a fixed condenser of superior accuracy and neat workmanship. Prices are attractive. Inquiries from the trade will receive careful attention.
The new Sangamo Mica Condenser, actual size; accuracy guaranteed within 10 per cent. of marked capacity, and guar- anteed to sustain thataccuracy.Solidly molded in smooth brown bakelite, this condenser sets a new standard of neat compactness.
Announcing an accuratefixed condenser of Sangamo Quality SANGAMO FIXED condensers are important units iii a radio receiver, Accurate and should be carefully chosen for sustained accuracy. A Radio Parts poorly made fixed condenser varies with every temperature and humidity change. In reflex and other circuits where capac- ity is a critical factor, accuracy in the fixed condenser may High accuracy, sustained in ser- vice, has been inseparably identi- make the great difference between a set that performs perfectly, fied with the name Sangamo for and one that is as uncertain as the weather. over a quarter of a century. It has won world-wide renown for Sangamo Mica Fixed Condensers are guaranteed to be Sangamo Meters. Linked with a reputation for accuracy too great accurate to within io per cent. under all temperature and to be jeopardized by the least humidity conditions. Neither the intense heat of soldering, deviation from its high standards, the name "Sangamo" is synony- nor the dampness of the rainy season will impair the accuracy mous with success. of these condensers. Even at the seashore where the salt air creeps in to change the capacity of exposed condensers, the accuracy of the Sangamo is not affected in the least. Sangamo Condensers are made in all standard capacities, and sold at very reasonable prices. Also supplied with grid leak clips. Sangamo Electric Company Springfield, Illinois
RADIO DIVISION, 50 Church Street, New York Offices in all Principal Cities
^_2í RADIO RETAILING, A McGraw-Hill Publication Alan uJ2eetur e s
WIRELESS DRY CELLS LIMITED ow aeel0 Avawaa
RADIO A. B AND BATTERIES Larc ,.74t_.,132D
APIrew k Hill Coopany, 10th Avenue at 36th St., A.RírMi:ap400Uc¿SCo New Yore,ii.Y. CHICAGO. /L7.
Te Radio Tr BUTLER13411,1 iERIesCO 'enth =c tort' BAT, Ave. ut COMET Vex, York, 6. ThetDire needed thcerádiodustry ;..`yrProd" cts Co. SLEEP :,.. 9`' CXGICO(,EPt qo gP WPCw,wiON'LONOIºlPw AVC Fi TRANoºco - ea 6' SAN c` Cw`CAco 0.,O $ tt yti\ N"t
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892 0196 O1., THE STANDARD TRANSFORMER COMPANY s.}, Deoem Der 17,1924 WARREN, OHIO. C. S. A. " De. 19,1924. The Directory°p is4 dandy, the best we haveyet seen
4e Radio Trade Direotory, Splitdorf Electri 10th Ave., et 36th St.. cal Co. New York,It.Y. re u 000701 your f Dlreatort' end went tea (Ptten7.lon o"'tr.,r,1, Cot".elyou, to 1beet rn. la oar 001r,1oa, rer have yet eeea. Ithl7oaheokea through s_ er. in rece tot of yo,r lettero. the ºi oOAr lletinge mawe toere 06, 16th inst., eleo copy o: Re'1n '"rode Directory. should, hovehowever De 94 desire ton mnllment you u,on the Ic1 ode drret,as well ee .o1el9pelIohelo nest end oonai se manner in which this directory E non_adiue the Heidi toile, 1s oompiled.The Dross -index is exceedingly iittlraio folderPfolder Knock_ encl owed useful end arreettnre hly will old the users your ofslid directory to find menureoturers of the one iderat ion, varla,s, items listed therein with ees.. very truly 3RF BLEC'!SlcAL Very tru'.;yours, CeLfally
Vii: STAND3431319,',21"'.:.I ,
?,ell dent 9"anneCB Department1O¡" plimis upon the nt and concise manner in Aw ch The Dir -tory is compiled a
S s' nd' A ransf ormer Co.
422 use It,RADIO RETAILING,Too/ May, 1925
Of course radio dealers and jobbers We find in the Directory names of firms we constantly use "The Radio Trade did not know before.(Wireless Dry Cell, Directory."They've told us so in Ltd.) In sending out inquiries for our next buy on radio materials we used your Directory hundreds of letters. and founditmighty handy. (Precision Now let radio manufacturers tell Products Co.) It has been a great help to you what they think of the book that us and is in constant use.(U. S. Light Heat Corp.) Our purchasing department shows "where to buy in a flash." believes that through its help a great deal of timeandcorrespondencewillbesaved. I (Mazda Radio Mfg. Co.)The Directory is without a doubt the most complete classi- fication of all firms connected with the in- LtuSTgBwoMPINGco dustry.(Bridgeport Brass Co.) u klyn KY
Whether your prospects are manufacturers, jobbers or dealers, you can increase your Dee. 17. 1924 sales through The Radio Trade Directory. Its advertising pages can carry to your pros- pects, at the very moment they are ready to Every responsible radio parts dealer, buy, full details of your products. every radio jobber and every radio manufacturer-over 20,000 in all- receive eachissue of The Radio Trade Directory.Issued quarterly, itlists and classifies every known radio part, set and accessory. The Radio Trade Directory is a product of the world's largest business pub- lications house.
Now- let us give you proof - evidence submitted by present advertisers - thatthe Directory is a necessary part of your sales campaign. Ask for it now. No doubt you will want to be represented in the May issue, now being prepared. f
THE RADIO TRADE DIRECTORY A McGraw-Hill Publication 473 Tenth Avenue New York City
423 RADIO RETAILING, A McGraw-Hill Publication ATWATER,KENT D I
READY 22 YEARS WHEN RADIO CAME HERE is one radio set that rode into the in- dustry on half a million automobiles. That set is the Atwater Kent. A quarter of a century ago we built our first ignition System- for automobiles and motor boats. That business grew and grew. Its expressed the confidence of lead- ing motor manufacturers and of owners that we were truly trying to produce "the spark that couldn't fail." And when radio came, it called for the same sort of manufacturing machinery, performing the same operations and run by the sameex- perienced hands. Perhaps the fact that we were ready, coupled with an earnest desire for precision andcare, explains the confidence with which the Radio Industry regards Atwater Kent Receiving Sets and Radio Speakers. ATWATER KENT MFG. CO. Philadelphia Vol. I May, 1925 No. V
"Catch Them Outdoors" This Month and Throughout the Summer If the usual excuse given for a slump in radio a set in the rear.On pleasant evenings, he during the spring and summer months is the backs the car up to the curb, either in front fact that people do not then remain indoors, of his store or elsewhere where people congre- the answer, in the opinion of L. W. Chaffee of gate and connects up one of the makes of sets Visalia, Calif.,isto "catch them while they from his stock.With the aid of a loud -speaker are out-of-doors." a radio concert is given for the benefit of the Mr. Chaffee has designed a service car with sidewalk crowds and the strolling couples in antenna on top and outlets for connecting up different sections of the city. Radio Retailing The Business Magazine of the Radio Industry Contents for May "Demonstrations in Selected Homes Will Sell Phonograph OwnersAre Good Radio Radio" 427 Prospects 443 With This Issue, "Radio Retailing" Begins a Series Atlanta, Ga., Music Store Sells Radio by Canvassing of Articles on "How to Overcome the Summer Slump" Phonograph Owners A Complete Summer Sales Campaign Outlined428 Dealer Leads Campaign Against Radio Here is a Program You Can Follow Step by Step in Interference 445 Planning Your Summer Radio Activities Niagara Falls Radio Dealer Starts Contest to Elim- "How They Beat the Warm Weather Slump"430 inate Reception Noises Actual Experiences of Dealers from All Parts of the Complete Listing of Portable Sets and Loop Country in Boosting Their Summer Sales Aerials 448 A Body Blow to Gyp Advertising 435 Full Specifications of These Two Summer Items "RadioRetailing"Co-operateswithAdvertising Classified and Indexed for the Dealer's Files Clubs of the World to Clean Up Radio Dealer Charging Radio Batteries 452 Advertising Brooklyn Dealer Declares Charging Batteries Is a The Lesson in Present Radio Conditions 436 Necessary Service to Render Customers The Reason for the Present Cut Price Situation. How It Can Be Remedied and Guarded Against in Future Parts Buyers Come Back for More 457 Pennsylvania Dealer Finds Set Builders Steady and How an Indiana Dealer Serves His Rural Profitable Customers Radio Market 438 Sales Policies and Methods of the DePrez Company of Six Window Displays That Flash a Radio Shelbyville, Ind., in Selling Radio to Farmers Message to the Passer-by 460 "This Business of Ours" 440 New Merchandise for the Dealer to Sell 466 Comments by Major J. Andrew White on Present - Day Radio Illnesses and Their Cures What the Trade Is Talking About 477 McGRAW-HILL COMPANY, INC., Tenth Avenue at 36th Street, New York,N. Y.
Electrical WorldJournal of ElectricityIngeniería Internacional Industrial Engineer Engineering and Mining Journal -Press WASHINGTON, D. C., Colorado Bldg. JAMES H. McGaew, President Engineering News -Record Coal Age American Machinist ('IttcAco, 7 South Dearborn St. ARTHUR .1. BALDWIN, Vice -President Electrical Merchandising Power Electric Railway Journal PHILADELPHIA, Real Estate Trust Bldg. MALOOLM Mula, Vice -President Bus Transportation elle,oieui & metallurgical Engineering CLEVELAND, Leader -News Bldg. E. J. MEHRSN, Vice -President ST. LOUIS, 713 Star Bldg. MASON BRITTON, Vice -President RADIO RETAILING JAMES H. McCnAw, Ja., V. -P. and Treas. O.H. CAI.DWELL,Editor SAN FRANCISCO, 8S3 Mission Street a1. CLEMENTS W. C. ALLEY L. E. MOFFATT, Chicago LONDON, E. C., 8 Bouverie St. C. H. THOMPSON, Secretary O. BIRO F. R. CLArag R. M. DAVIS is Cable Address: "Machinist, N. T." H.S. KNOWLTON, Boston P. WooTON, Washington, D. C. Annual subscription rate $2 in United Copyright, 1925, by McGraw-Hill Company, Inc. C. CRUMMY. San Francisco States and Canada. Contributing Editors: KARL WIIITEIIORNE, J. AN nr.rw WHITE
425 Do You Realize That, WithinWalking Distance, There Are TwentyPlaces to Sell Each Radio Set in YourStore?
20 Homes ~owl Another 20 Want One of These 20 This Radio Set Hhrea 20 More Families Wal- This Set. Will Buy This Rev. firer ing for This Set.
217Possible arket..for T'I,iReo,rer.M 20 Prospects for E'ers This Receiver Has An- 20 Families Lack the .per in Your Stock nhr 20 PotentiaFur PleasureThisSet ,hasers. WI:IO:re Them.
PICK up any radio set in your stock.Look at it. You haven't sold it.Yet there are twentyhare that set, because they, too, have no radio.prospects and arrange to send sets cut to these homes homes-each without a radio-within walking dis-And that set over in the corner.Mark opposite .tfor demonstration.Statistic. slew that of every twenty more familieswaiting for a radio. And so onfour sets thus left on demonstra:ion two to three tance of that set, as you stand there holding it. through your stock.For every set in your store, Pick up the next set.There areanothertwenty stick and become sales.Afternoon and evening twenty near -by homes have no radio. demonstrationsin selected homes will sell radio this homes right in your community that would like to Out of each of these twenties, select the best bur summer. 426 With Which Is IncorporatedElectrical Retailing
VOLUME 1 MAY, 1925 NUMBER V
<14
Now,-and Through the Summer Demonstrations in "Selected Homes" Will Sell Radio
ADIO buying is unmistakably "off." For THESE are the homes to go after for demon- a month or more, people have not been strations nowthe homes where well - coming into radio stores and puttingdirected effort will pay, this spring and summer. down their money, as in the busy days of theThere are enough such "hesitating buyers" to winter. The dealer who placidly "accepts" thesekeep every dealer busy and reasonably prosper- slack conditions and is content to sit in his shopous the next four monthsenough prospects to and wait for trade to come to him, is probably"turn" local retail stocks two or three times, pretty discouraged at this turn of things. More-between now and September. over, his present state of mind will have cause to grow worse, rather than better,as the It will mean work. It will mean demonstrat- summer months come on. ing in homes afternoons and eveningsby the boss, by his clerks, by the service men, by out- But let any thinking radio dealer jot down,side men selling on commission, and by part- just for his own study, some actual facts andtime salesmen.It will mean paring down figures on the radio situation right in his ownexpenses, and making every outlay count to- town.Checking up, he will find that of theward home demonstrations and sales.But, as homes within walking distance of his store,experience has shown, it will move the goods. hardly 20 per cent so far have radios. The other 80 per cent are still without sets.In fact, there TO GUIDE readers in this new effort, so are probably twenty such radio -less homes for necessary to the existence of the radio trade every radio set on his shelves. this summer, Radio Retailing has compiled from many sources and authorities both a And in most of these radio -less homes, thecomplete "plan of action" for the direction of a desire to have a set is mighty strong. In some,radio business in summer, and items of experi- itisof course checked by other insistentence from the summer sales methods of success- demands for family expenditures. But out offul dealers. These appear in detail on following the total there remain many homes today thatpages. They are practical and common-sense. have the means as well as the desire to buyBut they all center about the "action" formula radios.That these homes so far have had no--"Afternoon and Evening Demonstrations in radio is mostly because "nobody ever came andSelected Homes Will Sell Radio- Now and tried to sell them." Through the Summer." 427 Here is A Complete Plan of Actionto Sell This Common -Sense Program You Can Customers and Keep Radio TAKE a careful inventory of your stock as GO out after a list of summer prospects, the first thing to be done in preparing for j whenyour stock and sales staff are set for the summer season.Compare stock on the summer. Such prospects as auto own- hand with your local buying demands and ers, boat owners, yachtsmen, vacationists, with what you think you can get your campers, etc., may be obtained from a customers to buy this summer. number of sources-newspapers, auto deal- ers, club year books, boat sellers.Weed CUT stock down to the lowest possible the list down to those who "look good" amount.Carry only enough to get by and concentrate on them.You can sell during the so-called dull months.Ruth- more sets by giving a lot of attention to lessly weed out overstock and stuff that ten people than you can by giving a little is moving slowly, by holding "inventory attention to a hundred people. clearance sales." Move it, turn it over for what you can get.By no means carry a CET literature for a direct -mailcam- heavy load this summer. However, don't paign from jobbers and manufacturers. make the mistake of cleaning out anything It may be scarce, but get it.Send these that you may be able to sell profitably by mailing pieces to your prospect list,fol- means of your summer sales campaign. lowed by a personal letter, with a return Remember, also, that an honest, season- card.Follow up the mail campaign with ablehouse-cleaningthisspringisnot the telephone and make a few personal gypping. calls.
THEN "sweeten" your stock by purchasing CALL people on the telephone. Have each what you think you can sell this summer, salesman or part-time man telephone five but only in the quantity that will permit a to ten well-known citizens each day, say- quick turnover.Pay special attention to ing: "Have you a radio?If not, may I items that have a summer market, such as have the privilege of interviewing you to- portable sets, loop aerials, small speakers, morrow night at your home?"If he has a dry cells, batteries built for portables, etc. radio, get the names of two neighbors or friends who are interested in getting a radio.Phone them.Check off all calls CUT your payroll to the bone, and get to avoid duplication. along with the fewest possible number of salaried employes.Do everything your- DEMONSTRATE in the homes of "select- self that you reasonably can do, particu- ed prospects."After picking out the larly contacts with prospects. Make your names of people interested in radio or able summer slogan, "I'll do it myself." to buy a set, send your salesman to demon- stratesetsinthese prospects'homes. CONSIDER putting out a few outside Evening is the best time, but an afternoon salesmen on commission only.These demonstration to the woman of the house may be either part-time or full-time men. will often stimulate her interest for the For the part-time men, try out men already evening meeting when the man is home. employed, "good mixers," college students Instruct your salesman: "Don't talk too home on vacation, also the postman, the much. Let the set do the talking and sell bank clerk, the garage man, and similar itself."And show the prospect how to men who have wide contacts. tune in his own stations.
428 RADIO RETAILING, AM Grczc-H:l Publication Radio Through the DullMonths Follow Step by Step to Reach Selected Sales Going All Summer Long USE newspaper space sparingly during if a local boat club would like to listen in. the warm months.The best use of the When some station sends out golf or tennis space you do take, may be to list those stuff, try the country clubs. who have bought sets and tell how they are enjoying them.In advertising port- STRIVE for cash sales.Never accept a ables, one dealer listed those who had time payment contract in the summer un- purchased portables last year, and the less you get at least fifty per cent down. uses to which they had been put. And in your newspaper ads don't mention either ACCEPT trade-ins, if necessary. Very often "distance" or "static." a sale can be made to a man who has a poor set which can't overcome static, but he MAKE public demonstrations. Watch wants something for his old set.Figure the papers for announcements of picnics, out what the parts of the old set are worth lawn parties, church bazaars, club outings, and never make an allowance of more than clambakes, etc.Get acquainted with en- ten or twelve per cent of the new sale. tertainment committees of local organiz- You'd probably have to pay a salesman ations and ask permission to give them a that much anyway.In most cases, the free radio concert.Don't be put on the old set will have to be torn down and the program, but come in as a special feature, individual parts sold. so that if, at the last minute, atmospheric conditions prevent a good trial, you can AKE your service man earn his keep, drop out quietly. Always protect yourself, if you must keep him on the payroll this before a public demonstration, by making summer.Send him out with tubes and a private test.These public demonstra- batteries on a house -to -house tour for re- tions will attract those who are interested, placement business. then get their names for a home demonstra- tion. O to your local banker, jobbers and G,jother sources of credit, and tell them what MOUNT a set on your service car and you are doing.Tell them that any sales give free concerts, on Saturdays, Sundays you may advertise are not because you are and holidays particularly, on the downtown going bankrupt or trying to gyp the market, streets, and at summer resorts, beaches, but because you are "cleaning house" to swimming pools and amusement parks. tide yourself over the slow period.In that Use every means of propaganda at your way, any misconstruing of your motives command to spike the belief that "there's will be avoided, and your credit standing no use trying to get radio in the summer- increased when you want more credit in time."With improved receivers,high the fall. power broadcasting and better programs, this summer should surpass all others in STUDY local and national market con- radio interest. ditions by reading what industry leaders are saying and what manufacturers are TIE up with broadcasting features, such advertising.Thereby you may get tips as baseballscores, symphony concerts, on how to gauge your business conduct this boat races, boxing bouts, Fourth -of -July summer, and ideas from the best thinking programs, etc.When an athletic event is of the radio industry-ideas which you broadcast, set up a receiver in an athletic can put to work for your own profit in club.If a boat race goes an the air, see your town.
RADIO RETAILING, May, 1925 429 RADIO RETAILING, .4 McGraw-Hill Publication Hoiv They Beatthe Summer Actual Experiences of Live Radio Dealers- Methods They Have Used in the Past and Are Putting Successfully Into Practice Today to Pep Up the Hot Weather Sale of Radio
which are asked and teaches them the rudiments of making radio sales. The repair and installation department teaches them the workings of the goods they are going to sell. How Much to Pay Salesmen While in training, it is common practice to pay the prospective radio salesman from $20 to $25 a week, but afterwards he should be free to earnallhe can, on a commission basis.It seems to be generally customary to pay only a ten per cent commission, although a few dealers have paid up to 13 per cent and 15 per cent-the latter when the salesman furnishes his own car. The question of when the salesman's commission shall be paid over to him, depends entirely on the individual salesman. College Students Are Usually Presentable Young Men If the salesman is known to be reliable, and to Whom Women Prospects Like to Talk the dealer can trust him implicitly, he may receivehis commission out of thefirst How to Find Salesmen the summer months unoccupied.Severalpayment.Note, however, that full -cash such teachers last year successfully soldsales should be pushed in summer time, Finding good men who can sell is alwaysradio sets. even offering an extra 2 per cent premium a problem in every business.One Illinois These sales, being of highly dealer's advice is: technical articles, they regarded as quitefor cash. No installment -plan sale should be "Be always on the lookout for men whoappropriate to their own personal dignityaccepted in summer -time without a down will make good salesmen-men who arefor a part-time summer occupation. payment of at least 50 per cent. 'good mixers,' men who 'know people' in Use the Local Amateurs Some salesmen are inclined to exaggerate the town. Put down such fellows' names and the properties of a radio receiver so that it addresses whenever you run across them, There are between 15,000 and 20,000will subsequently be turned back on the whether you need them right away or not.amateur radio operatorsinthe Uniteddealer when these claims are not fulfilled. Such names always come in handy." States.These are the men and boys whoIn order to overcome this, some dealers delight to "pound brass," as they call it-inkeep back the commission for ten days or Salesmen can also be located by inquiry two weeks. among other local business men; by placardsother words, communicate with each other In this way they hold the by radio telegraphy. These amateurs are allsalesman responsible for "keeping every set placed in your windows or on your delivery sold." wagon; and, in cities, by newspaper adver-licensed by the Government and by exam- tising. ining a copy of the "call book" you can pick out the amateurs located in your city. Uses Students to Go Out Locating College Boys for These men know radio and willnot and Sell exaggerate in order to make a sale.Any Radio Selling progressive dealer will find it worth while to One dealer in New Haven, Conn., has his "College and high-school boys on vacationget in touch with some of these amateurs"anti -springslump"campaignalready make the best kind of radio salesmen forand to take them on, on a strictly commis-under way.This is the American Radio home demonstration work," comments asion basis for canvassing and selling radioStore, presided over by E. M. Walden. He is Maryland merchant."Such students aresets. A great many of these amateurs arethe only dealer in New Haven who seems to usually presentable young men to whomhigh-school or college boys who will be gladrealize that Yale University is located there! women prospects are glad to talk. They alsoto pick up a few dollars every week, forTherefore, he has made arrangements with quickly get the sympathy of both men andsellingradiosetstotheirfriends andsome fifteen students who are working their women, by the fact that they are earningneighbors. way through college, to do summer radio money to go through college.Such boys, In most cases they are also able to do theirsoliciting for him. above others, have the intelligence necessaryown installing, and the dealer will not have Walden handles only one line of radio sets, to sell a technical product like radio." to worry about what kind of a job it will be.and practically no parts. The set he carries Names of college boys who will be backSome of the most successful radio storessells for $133, and he pays his student sales- home in June can be obtained by inquiryhave sales forces and service men recruitedmen ten per cent on each sale they make. among your friends and neighbors, or byalmost entirely from the amateur ranks. ABut every set sold in this manner, declares want ads, if in a city. Names of bright boyslist of licensed amateurs may be secured byWalden, usually also brings in at least one in the senior class at high school will bewriting to the Superintendent of Docu-more order, and in some cases two or three. given you by the high-school principal uponments, Government Printing Office, Wash-On these he does not have to pay com- inquiry. Boys who are amateur radioington, D. C. The price is fifteen cents inmissions. operators may be secured from the radiocash,notstamps. When a student salesman installs a set amateur Call Book, or by advertising. in a home, he is instructed to say nothing How to Train Salesmen about distant reception, but to play up the Picking Part -Time Salesmen The new radio salesman should be taught"quality" from nearby stations. Then As part-time salesmen, for evening workto be courteous and to be accurate in thewhen the buyer discovers that he can listen demonstrating radio, men who are regularlystatements he makes. But above all, such ain on a station a thousand miles away, he is employed in jobs where they meet manyradio solicitor must be instructednot to dodelighted and forever after is a booster for people, have an advantage.Salesmen intoo much talking,but to keep quiet andthat set and the people who sold it to him. downtown stores, whom "everybody likes,""Let the Radio Set Sell Itself." insurance men, and even postmen, grocery A Kentucky dealer puts new solicitors Set Replaces Orchestra clerks and delivery men (who are "bright"behind his store counter for three days, and and "know the community"), have turnedthen has them help on installation and in Hotel out to be excellent solicitors for selling radiorepair work for the remaining three days of C. W. Perdue of Montclair, N. J., has just during the evening hours. the week.The counter experience helpsbeen given the order to install a radio Men teachers in the local high school havethem understand some of the questionsreceiver in the Montclair Hotel. This set is 430 RADIO RETAILING, Muy, 1925 Slump
to take the place of the five -piece orchestra which formerly held the center of the stage on Saturday nights. The hotel is particularly well situated for radio reception and it is planned, later on, to install a power amplifier and public-address system. Undoubtedly many hotels similarly situ- ated might be interested in such an instal- lation. Have Your Service Man Tune the Set in at the Auto and Bring it in Playing June Business Bigger Than combined with camping and automobile Sold a Set a Day All December's equipment.Lectures were given and pro- grams offered every night, which attracted Summer Long "The way to speed up business during alarge crowds. A gate prize of a radio set also slack period," according to B. E. Griffin ofincreased interest.Considerable interest in In order not to violate a confidence it is Charles Brown and Company ofSanthe vacation possibilities of radio was re-necessarythatthe nextdealer's name Francisco, "is to reach people direct by mail.ported by dealers as a result of this display.remain untold.He is located in Yonkers, Last year we sent out 2,000 folders every N. Y., and has been doing a music business two weeks, to our charge accounts, with the there for nearly fifteen years.In selling result that we did a larger business in June Push Portable Sets for radio he makes the most of his established than we did at Christmas -time the year Summer Use reputation, and declares thathisradio previous. And whereas we estimated that department now pays all year long.He our radio department would total $85,000 Portable sets are particularly saleablein claims that it is purely a waste of time to for the 12 -month period, it actually exceededspring and summer, provided reasonableattempt to sell sets costing less than $100. $150,000." effort is made to move them. Most dealersHe uses the mails in soliciting business and are located in cities or towns where a nearbyhas a good list of customers accumulated from resort plays an important partinthethe piano and phonograph business. He has Sold to Farmers All community's summer life. Tie up with thisa radio salesroom upstairs, over the music Summer Long resort by a window display featuring bothstore, where all the higher grades of sets the set and the beach. Call attention to howmay be seen and demonstrated. He sells no A dealer in Poughkeepsie, N. Y., G. G.easy it is to set up the portable receiver andparts.His sales books for last June, July Nelson by name, decided that the rich farm-get it working, and how ruggedly it is made.and August show continued sales, nearly ing community inland from the HudsonList any special features being broadcast,one a day, but none of which go below $100. River could be made a profitable field forand do not neglect to show the price o Think that over. radio endeavor. With a service man, he tookthe set. He does some business on the installment out a small car, loaded with several receiving plan, but will not accept less than 25% sets, and started out to sell radio as it had down. not been sold before. A Radio Set in the Bank Lobby The results of his all -summer campaign "If I were a radio retailer, the first thing I "Pay Your Overhead with showed a nice profit and more actual radiowould do to help summer sales would be to sales than any other dealer in that section.install a good radio set in my local bank. Electrical Appliances this The sets were left on trial and nine out ofThis is the statement of a well-known New Summer" ten were sold.In some cases difficulty wasYork City jobber. experienced with receiving conditions, but "Installing this set would add to my This is the advice George Patterson, Presi- as a rule everything worked satisfactorily. prestige and the prestige of the merchandisedent of Stanley & Patterson, radio and elec- I sell. trical jobbers, New York City, is now giving May Radio Show Stimulated "I also believe that the summer time is theto his radio dealers-backing it up with a best time to sell sets on installments.If aspecial 64 -page catalog of selected "across - Interest set is purchased in the late winter, receivingthe -counter" electrical items which radio "Sell people radio to take on their vaca-conditions may get poorer with the comingmen can sell during the summer months. tions," is the slogan of a group of Sanof warm weather, and long before the set isIncandescent lamps, electric fans, heating Francisco dealers.In a state where everypaid for, the purchaser may begin to feeldevices, irons, toasters, and even vacuum third automobile on the highway is a camp-that he has not secured full value. On thecleaners and washing machines are recom- ing outfit, there is a big summer opportunityother hand, when the dealer sells a set in themended-these articles to be purchased in for selling a radio set to go with the familymiddle of summer, by the time the lastvery limited quantities, with the idea of car.Last year, a joint exposition of radiopayments are coming due, the buyer isdrawing on the jobber's stock for replenish- dealers was held during May in San Fran-getting far better results than at first. Hement as fast as sold. In this way, the dealer cisco in conjunction with the Chester N.becomes a booster for the line and throughis safeguarded against tying up any con- Weaver automobile concern.The entirehim the dealer should be able to sell moresiderable amount of investment. building was given over to radio exhibits,sets." Mr. Patterson believes that such electrical sales will not only "pay the rent" but a large part of the radio man's summer overhead, thus makingall the difference between loss and profit.Electrical items will also diversify the radio dealer's stock, he points out, attracting more customers into his store for radio sales. Follow Up Former Customers Every radio dealer should have a com- plete list of his past customers, in order that other sales may be made from time to time. If you have such a list, now is the time to start a mail canvass in order to keep busy during the hot months. Most sets have been hastily installed and usually the woman of the house will welcome the opportunity to have the installing done over again in the approved electrical manner.This means One Radio Dealer Sold a Set to a Summer Hotel to Replace the Orchestra batteries concealed in the cellar with wiring 431 RADIO RETAILING, A McGraw-Hill Publication
running up through the floor to flush outletsso popular on hot summer days in inland in back of where the set is to be placed.towns. Pushes Sales of Small Tubes Aerial, ground and all battery leads may be A five -tube set with amplifiers is recom- for Portables run in in this manner, making a better job.mended as the proper equipment for a Here is good business for the dealer's serviceswimming -pool job.If the purchase of a B. Davis, a radio dealer in Mount Vernon, organization. radio is interpreted to the swimming -poolN. Y., states that with warm weather, there Any canvassing done in this way shouldproprietor in terms of increased attendanceis usually a noticeable increase in the sale also contain propaganda for the use of radioand gate receipts, he will spend real money.of small B and C batteries, dry cells and at the summer camp or bungalow, calling dry cell tubes. These are used extensively in attention to the advantages of such instal- portable sets, both home-made and com- lations. Features Summer Broadcast merciallybuilt,and a window display Direct attention to the installation of featuring these parts usually pays in bring- outlets in various rooms for loud speakers, Events in Newspaper Ads ing summer business into the store.Mr. with especial emphasis on one for the porch. The American Radio Store's advertisingDavis does not believe in canvassing, but in the New Haven (Conn.) local papers isreports a fairly active store business in radio quite unusual. Testimoniallettersarelast summer. Stock Reports for Out -of - secured from prominent citizens, not only in His store handles an extensive electrical New Haven, but in outlying communities,line,including fans,fixtures, lamps and Town Week -Enders and these letters are run in the ads. Wheneverything electrical.He finds that this A New York dealer who has a store in athereis some reallygood broadcastingelectricalbusinessisinvariably a"life rather exclusive section of the city, is cashingcoming, the program is announced formallysaver" when the radio business drops off. in on radio sales wholly on the strength ofin the store's advertisement that evening the stock quotations furnished by a localand those who are interested may call at broadcast station. the store and hear the "recital."WaldenWill Tour Neighborhood with This dealer checks up on the populationfinds that this is a wonderful puller. Set on Auto of his district by means of a bi-monthly This store maintains list prices.Price round of the apartment houses. In most ofcutting, it is felt, only arouses suspicion and A Westchester County dealer was found these he is able to secure the names from thedoes not create sales. busily rigging up a good portable set on an letter boxes, but in other cases it has been automobile, preparatory to a tour of his necessary to "oil" up the janitor or to secure Service Routes in Country whole section.This dealer expects to can- the names from the trade bells in the vass new summer residents who have not basements. District brought radio sets with them from the city. He solicits by mail, calling particular A dealer who had sold a number of sets toA friendly real-estate dealer is supplying the attention to the stock quotations. Infarmers laterestablished regular servicenecessary names and addresses of new several cases he has sold two sets to theroutes. His "service car" ran on a regularcomers. Later, the same plan may be used same man, one to be used in New York Citymonthly schedule, the farmers knowing inthe whole year around, as an aid to locating and the other to be taken to his countryadvance on what days the service car wouldnew radio prospects. home for use over the week-ends. arrive.This car was stocked up with new This dealer also has a car continually batteries, tubes, loud -speakers and otherdoing "service duty," and under his one- accessories. In many of the sales, timeyear free -service guarantee makes regular Will Let 'em Swim to payments were resorted to. "inspection" calls whether summoned or Strange as it may seem, the most unprom-not. Full prices are maintained on all sales, Radio Music ising farms were the very ones which usuallyand 75 per cent of his business is on the Fred Wilson, Newark, N. J., distributorpaid cash for the set. Many of these originalinstallment basis. of radio apparatus, reports that several ofinstallations led to others through friends, his dealers are preparing to install radio setsand it was not long before the whole section with suitable loud -speaker arrangements, inwas liberally sprinkled with radio receivers, Borrow Wax Figures for some of the local swimming pools which aremaking the monthly service calls profitable. "Vacation Group59 The Namsal Radio Corporation of New Rochelle, N. Y., is doing creative work to boost spring and summer sales through its show windows. In one display shown, two wax figures of women, seated on a bungalow porch, were quite evidently discussing the merits of the portable receiving set on the 47foryour old radio set table between them. Of course, wax figures as window "proper- ties" are beyond the means of most radio HEREis the HAYNES-GRIFFIN solution to dealers, but it is usually possible to tie up the constantly increasing price confusion which has resulted from extravagant news- with some local dry -goods or women's -wear paper advertising, offering discontinued or obsolete store for the loan not only of such figures, radio sets at so-called "phenomenally low prices." but the costumes as well. A small "acknowl- HAYNESGRIFFIN is determined to giveits customers only the best in radio sets. And we are edgment" sign in the window is the only determined to after the best at a price even lower compensation the average dry -goods store than any one of the countless cheap or poorly con. will require for the loan of the "dummies." stmcted sets being thrown on the masker daily as remarkable bargains. The Namsal window is changed every We know that many of our customers have waited week and arouses not a small amount of patiently to turn in their present set for one that is interest among buyers in New Rochelle, up -today in every respect, discarding it foraset which is not only the outstanding value of thisyear, supplementing this dealer's extensive news- but the set which will set the standard for the next paper advertising. year and the year after.
Absolutely the best If you earn in a four or five -sube set, deduct 375 from 1$195, the price of the GAROD V Gives Advance Tips on The price of the powerful Garod V is $195. without aces. This leaves a balance of but 3130 which is the net cost soles, such as rubes. loud speaker and batteries. of the GAROD V to you This is our special offer we will pay to every purchaser If you buy the set on nine payments, your original de- Programs of a powerful GAROD V
This year more than ever be- fore radio will be used in the out-of-doors.Due to im- proved receivers, high power broadcasting and "One for the outdoors as superior programs, well es one for the in- radio is becoming an doors." Even if a pres- all -year round recre- pect already has a sta- ation. Those who tionary set in his have summer home, sell him the homes, seaside idea of a portable bungalows or one to take with mountain lodges him on his outdoor present unusually trips. No home is good prospects for complete without a portable receiver. two sets, one for the parlor and oae At right is a win- for the automobile. dow display, which, providing Last summer, the your window is big owner of a motor- enough, may be boat on Sheepshead made at slight or no Bay, New York City., cost to you.The fitted it up as a float- radio display you can ing radio salesroom. make yourself and the He christened his boat, camping equipment you "Radio," mounted a lord can borrow from some speaker on top of the cab -u other merchant in town, the and sold sets by giving con- only payment required certs for other boat owners. usually being a sign in the win- dow reading, "Camping equip- ment by courtesy of ...... Co." That radio reception át the beach is not an impossibility is shown by this photo.Perhaps the bathing party of the future will not be com- plete without its radio program. These two kiddiesareap- parently enjoying the con- cert, although one of them seems to want to eat the music as well as hear it. And Now "Radio Retailing" Is Getting Ready to Deliver A Body BlowtoGyp Advertising
In Co-operation with the Vigilance Committee of Advertising Clubs of the World, "Radio Retailing" Is Helping Search Out Fraudulent Statements in News- paper Ads-Approved Standards for Radio"Copy" Also Planned-How Readers Can Help
RADIO, as to most other linesdulges in exaggeration and deceptiveRetailing has undertaken a study of of business, advertisingisthestatements.It is entirely possible toradioretailadvertising and mer- INmeans through which the dealeradvertise merchandise truthfully andchandising practices.This will not contacts with the potential buyer.sell it honestly without bending toobe done haphazardly but through The radio retailer must do businessfarbackwards.Organized advertis-carefully planned procedure and by with the public in order to do busi-ing has been practical enough tomen who are well -versed in radio ness at all, and thus it follows thatrealize this and the success of whatmethods and advertising ethics. is popularly known as the Truth -in - newspaper and other local advertis- Dealer Ads Being Clipped Advertising movementisduein ing is not only an asset but virtually and Studied a necessity. large part to the practical common From a preliminary survey of thesense attitude it has taken toward Already dealer advertising from retail field, Radio Retailing believesadvertising and retailing practice. all sections of the country is being that if retail radio advertising can Radio Retailing believes that oneclipped and classified by Radio Re - be put on the right plane of truthfulof the greatest services it can rendertailing's staff.On the basis of this statement much of the trouble in theits dealer readers is a proper concep-advertising, shopping surveys will radio tradewilldisappear. Cer-tion of radio dealer advertising.If,later be undertaken by local groups. tainly there will be less distress fromin these pages retailers can be shownThe facts and figures thus obtained cut-throat competition, bootleg -tubehow to advertise merchandise truth-will be placed at the disposal of the sales, gyp merchandising, and otherfully and at the same time effectively,National Vigilance Committee of the factors that help to encourage thea great step forward will have beenAssociated AdvertisingClubs,for frequent charges of lack of integritytaken toward stabilizing the industry.study and investigation, in view of and stability in the industry.Re- On its own initiative and in co-the experience of that organization tailers will be able to sell their mer-operation with the program beingin other lines of business.Conditions chandise with greater assurance thatdeveloped by the National Vigilancepeculiar to radio, both in manufac- customerswillbesatisfied. Re-Committee of the Associated Adver-turing and retailing, and from the turned goods, refunds, exchanges andtising Clubs of the World, Radio (Continued on page 456) the general complaints of disgruntled purchasers will become less prevalent. To Outline Code of Standards In Your Town- for Radio Ads Does Any Dealer Run Radio Ads That The success met by the Better Business Bureau movement of the You Believe Are Deceptive? Associated Advertising Clubs of the World, in developing standards of Clip Them Out and Send Them In to "Radio Retailing" advertising and merchandising for the use of specific industries, is evi- with your comments and rea-andinvestigationbythe dence of the need for co-operative sons why yoususpectthetrained"shoppers"oftheir effort on the part of those engaged claims made are fraudulent.local Better Business Bureaus. in a new business like radio. Such ads and comments will;Your own name will not ap- Standards tend to clarify any com- be turned over at once to thepear.Send ads to Editors, plex situation.They afford a middle Vigilance Committee ofthe;"Radio Retailing," Tenth Ave- ground between the ultra -conserva- Associated Advertising ClubsnueatThirty-sixthStreet, tive advertiser and the man who of the World, for follow-upNew York City. throws caution to the winds and in- RADIO RETAILING, May, 1925 435 RADIO RETAILING, A McGraw-Hill Publication The Lesson inPresent Radio Conditions We Have Committed the Farmer'sError-Over-Pro- duction Followed by " Dumping "-MoreRe -adjust- ments Coming-But the Future is Safe and Sure
By EARL E. WHITEHORNE
GOOD many hundred men in the The farmer has also suffered fromsure of a big demand. And the new radio industry are worryingbeing an opportunist.If wheat ormanufacturerssetupproduction right now over the conditionpotato prices were conspicuously highschedules fashioned after the opera- of business.They are wonderingone year, every farmer would say totions of successful established manu- what is going to happen this yearhimself, "I'll cash in on wheat-orfacturers of former years and every and in years to come.For a ratherpotatoes-next season." Then with-new jobber ordered on the scale at alarming condition has arisen. out saying anything to his neighborwhich some successfulestablished Last year and in 1923 the monthhe quietly put in a larger acreage ofjobber had operated the year before. of February marked the pealo of thethis crop and so did everybody else-And the new dealers, knowing the manufacturers' season.The jobbers'the result would be a tremendouslyextent of the demand, went in with peak came in March.The dealers'increasedproductionof wheat orassurance and got ready to do the peak came in April.Business con-potatoes next year and because ofkind of business that they hadseen tinued well into May and dropped offover -production the crop would bringother established dealers do in the to almost nothing in June and laya poor price.It has been just thatpast seasons. quiet until September. But this yearway in the radio industry. The business was there all right. the bottom fell out of the market For every manufacturer and jobberThe public made enormous purchases right afterChristmas. Manufac-and dealer who built, distributed or-just about as much as theyear be- turers were left long on stock and soretailed radio in the seasons of 1922-fore-but where there was onemanu- were jobbers.This one and that be-23 and 1923-24 a lot of new manu-facturer and one jobber andone gan to cut prices and dump and thefacturers and jobbers and dealersdealer in 1923-24 now there weresev- result has been chaotic.Now thecame into the field in time for thiseral, everybody expecting a full share question is-What caused it and howseason. General political and eco-of business in the volume of former could the evil effect have been re-nomicconditionsthroughouttherecords.Naturally they did not get lieved or avoided? How can it be pre-country looked fine.Everybody feltit.The established manufacturers, vented in future?It is something jobbers and dealers had to giveup a that every radio man should get clear lot of business to thenewcomers. in his own mind against another Here Is the Lesson- The newcomers discovered that for season. Men of the radio industry must all its great volume the only way they In a word, we are confronted with appreciate that they can not distribute could get into the business was to a brand new situation in the radio and sell radio successfully, except by divide with the rest.And there were industry.Following three years of the methods they would use with any other line of merchandise.No one now so many fingers in the pie that under -production, when no manufac- need be afraid of the radio business. it had to be spread out pretty thin- turer could meet the demand for But every radio man, no matter what too thin to satisfy anybody's appetite goods and every jobber was taking his function, must realize that he can- or aspirations. not break economic laws and getaway on additional lines and pyramiding with it. orders,becausenomanufacturer Then Came Dumping could supply him with all the stock Every radio man must play fair with the men from whom This new condition became more that he was clamoring for, we have and more apparent during the late run into a condition of extreme over- he buys and those he sells to. Thatmeanshecannot fall, and when Christmas was over production.In spite of the fact that pyramid his orders in times and everybody decided that some- the public has bought in enormous of shortage and drive his thing had to be done and started to quantities, we have found that there tighten up his belt and play a little are too many radio manufacturers, supplier into over -production. Nor can he dump his stock safe, and the aggregate influence of too many radio jobbers, too many in times of over -production all this was to stop almost all buying dealers and too many kinds of re- and drive his customers into from the jobber and from the manu- ceiving sets looking for a market. bankruptcy. facturers, except for pressing cur- And it has all come about in the same These are two basic laws rent needs.When buying stopped, way and with the same result that we of business. naturally everybody began to worry have seen for years in the agricul- about stock on hand and then the tural field. real trouble began, for manymanu- 436 RADIO RETAILING, May, 1925 facturers seeking a quick liquidationand the trade would not be left outthat got by in a period of boom but of finishedstock,by-passedtheiron a limb with nothing to do butwill not work when there is over- jobbers and sold quantities of ma-listen to the music of the saw. production. terial to chain and department stores But the purpose of this article is The future of radio is as safe and at long discounts.These stocks ofnot to paint a scene of gloom or tosure as the future of any other in- course were immediately advertisedwave the crape or rattle anybody'sdustry that is founded on a universal and sold to the public at cut pricesskeleton. Yetthesituationliesdemand for something that the public which the regular radio retailer couldheavy in the mind of every radiohas adopted as a vital service.No not meet.This, of course, upsetman right now, and some are overman need be afraid of the radio busi- everybody's calculation and put a badfearful because they do not clearlyness.But every radio man, no mat- crimp in the radio business.Valuessee the simple causes of it all. ter what his function, must realize were shottopieces, and swollen that he cannot break economic laws stocks began to freeze up, with the Protection Essential and get away with it. He must play summer off-season not far ahead. It it a good thing, therefore, to setfair with the men from whom he Perhapsitwasinevitable thatit down in black and white and urgebuys and those he sells to-and that there should be over -production inupon the individual radio dealer, job-means that he can neither pyramid this great booming industry beforeber and manufacturer that the pre-his orders in times of shortage and the processes of stabilization couldvention of a recurrence of this kinddrive his supplier into over -produc- start.But a great mistake has beenof trade destruction lies in their owntion, nor can he dump his stock in made in the dumping of sets uponhands.They must appreciate thattimes of over -production and drive the retail market at cut prices.Ifthey cannot distribute and sell radiohis customers into bankruptcy. These the manufacturer was long on stocksuccessfully except by the methodsare two basic laws of business, which and had to liquidate there was butthat would be used with any otherthe radio trade, also, must obey. one thing to do in fairness to his dis-line of merchandise. tributors and that was to reduce Expediency and opportunism lead prices to his jobbers and rebate onto inevitable disappointment.The May Is Good Month for the stock that they had on hand soonly enduring sales plan is that which that he could unload through theprovides protection for the jobber, Retail Sales regularchannelsofdistribution.for the dealer and for the manu- May is the best month, from Janu- The jobber in turn could unload onfacturer. The good name of the pro-ary to September, inclusive, for re- his dealers by letting them in on theduct must be upheld and this cantail sales, according to figures of the reduced price and rebating them ononly be done when each man whoFederal Reserve Bank of Boston, stock on hand. At the same time, ifhelps to build the market and moveMass. 'Mayretailsalesshow a this manufacturer had some jobbersthe goods recognizes his responsi-slight advance over March and April, who were long on stock and othersbility for the mutual interests of theand are also higher than June. who were not, equalizing shipmentswhole organization and plays the Make it apply to radio by getting could have been made to shift aroundgame. out and selling !Plan your summer the stocksinjobbers' warehouses sales campaign now.Start it this and cure the glut without more pro- The Future Sure month and make up your mind to go duction.The jobber should do the It is all subject to cure, this presentout after the trade this summer- same thing for his -dealers.In this -trouble in the radio industry.Fordon'tsitback and saythehot way, the new price would become ait has not been caused by any myste-weather slump can't be overcome. regular reduction for a short periodrious catastrophe.It is the productThere are scores of summer markets. of time.The goods would be movedof irresponsible marketing practicesGo after them. Sunday, May 10th, Is Mother's Day Has Shea Radio? HE spirit of giving is the spirititself to exploitation.Get imbued of Mother's Day - Sunday, Maywith the spirit of "Mother's Day" as a 10. Have you suggested, in your ad-day of gifts. Make it the Christmas vertising and window displays, that aday of early summer and spread the radio set is an ideal gift for Mother onthought that "every Mother should her day of days? That, everywhere inhave a radio receiver and Mother's the United States, men and womenDay is the time to give her one." will honor Mothers on that day? Tie-up with your local newspapers, "Mother's Day" is a nationally ob-churches and women's clubs to pay homage to Mother.If clubs or insti- served day. With the possible excep-tutionsare planning meetings or tion of the Fourth of July, there is noceremonies that day, seek permission other one day, celebrated in a nation-to make a radio demonstration. Tie- wide manner between today andup with Mother's Day and spread the Christmas, that so effectively lendsslogan - "Has She a Radio?"
437 RADIO RETAILING
HowanIndiana Dealer Gets the Farmer Business Direct -Mail and County Newspaper Advertising, Demonstrations at the Farm, Personal Canvassing and Adequate Service Facil- ities Are Paths to Success in Selling Radio to the Farmer
THE farm market is one of themarket is ready and waiting to bebuys he wants to investigate a bit, big present-day selling realitiessold, but, to more than a ready mar-he wants to be sure he is getting the of radio.To no class of homeket,thisresultisdue tosellingvery best possible equipment for his does radio offer more solid advantagemethods that reflect years of experi-money.Perhaps he wants to trade than to the farm, and the farmer'sence in supplying the farmers' needs.in a phonograph or a piano.And realization of this factis making Selling methodis,perhaps, toowhen the set is bought and installed business good for the radio dealerdefinite a term, for in the DePrezhe is sometimes very exacting in the who goes after and serves the farmerstore there is no evidence of a cutmatter of service. market. and dried system of going after and A sale which illustrates this cus- Thatis why theJ.G. DePrezclosing sales.There are few rulestomer psychology is described by W. Company,Shelbyville,Indiana,afor the customer to bark his shinsH. Bennett, who manages the radio town of less than 10,000, sold lastagainst.There is a general policydepartment in the DePrez store. December sixty-three radio sets com-that governsallselling operations "An old gentleman, twenty miles plete at $100 and upward.Most ofand this policy is to look at everyfromhere,"Mr.Bennettsaid, these went into farmers' homes. transactionfromthecustomer's"boughtahighpricedsetand ' The DePrez Company has beenstandpoint whenever there might betraded a piano in on it.His set operating a general store in Shelby-a difference of opinion. was installed about two weeks when ville for forty-five years.The store I got the first call.He couldn't get is a farmers' headquarters, drawing Farmer Wants Personal anything but a very weak signal customers from a radius of about Attention and Service now and then.I told him I thought twenty - fivemilesandsupplying It would be easy at this point tohis batteries needed charging.No, hardware, auto accessories, sportingmake a general statement that thehe had the batteries charged.Well goods, tinware and house furnish-farmer is more of an individualistthen, he must have had the connec- ings, pianos, phonographs, toys, elec-than his city cousin.This may ortions reversed.No, he was sure the trical farm light plants, fixtures andmay not be true but the farmer doesbatteries were properly connected.I supplies.The radio department isdemand a very close personal atten-went out and sure enough the bat- only one year old but for 1924 thistion to his major purchases. tery connections were reversed. new department exceededinsales When he is buying a radio set the "In another few weeks I had a every other department in the store.matter occupies an important placesecond call.He hadn't had any radio Thisresultindicatesthe farmin his thinking.Before he actuallyfor several days and was very much 438 RADIO RE!fAILI)vG, May, 1925 disappointedanddiscouraged. I propositions for phonographs.We went out again. A forty -mile drive, sold immediately two out of every remember.This trouble was harder When the Farmer Buys five machines we put into the homes to locate, but I found that in plug- a Radio Set: on trial.But we kept a check on the ging in his loud speaker he pulled people we had failed to sell after the on the cord instead of grasping the He does not want to be home trial and found that since then plug and had pulled a connection rushed. High-pressure meth- 90 per cent of them have bought loose. ods are a mistake. phonographs from us.There may be "After another intervalIgot a He may want to try more many good reasons why the sale can- letter.He just couldn't get recep- than one set before he is sat- not be closed at once but a very big tion and, as he put it, his piano was isfied. percentage will come back later and gone and his money was gone and He may want an amount of buy." his radio set wouldn't work.This service that seems unreason- time when I went out I found that able, but on the average de- Farmer Wants Standard Radio his wife had been cleaning up and mands no more service than Merchandise detached the ground wire.This is the city man. Because of the time and expense not exactly a typical case as most of He wants standard mer- involved in selling the farm market, our customers call for little or no chandiseandfavorsthe Mr. Bennett believes that it does not service.But the exceptional cus- higher priced sets because he pay to sell a set for less than $100. tomer who wants a lot of service has needsdistanceandreli- The farmer's own preference is for to get it and does not expect to pay ability. equipment at the higher price ranges for it. as he wants distance, reliability and
"This costs money but it pays. A standard products. policy of customer satisfaction hasdemonstration is a liberal one.The A desirable feature of the farmer built this large business which, afterstore sends out a set and puts up anbusiness is that most farmers, when forty-four years is still growing onaerial if necessary. The customer isthey have been well sold, are willing a solid foundation.In such a com-given a demonstration and the set isand able to pay cash.Only a small munity no other policy is possible.left about a week usually.Longer,percentage of the DePrez radio busi- With a population to draw on ofif reception conditions are not favor-ness has been carried on the time probably 10,000 families, customersable.It is Mr, Bennett's idea thatpayment basis. must repeat with fair regularity tothe customer should use the set at Mail order competition is not a keep up sales, which run into severalleast two evenings when thereisdisturbing factor to the retailer who hundred thousand dollars yearly." very good reception. goes after the farm market, at least A high percentage of these demon-not to the DePrez company. Stand- Sales Methods That Get the strations produces sales.When the Farmer's Trade ardmerchandise andserviceare customer is uncertain about purchas-buying advantages that the catalogue One of the means that keep theing at the moment there is no highhouse does not offer.On the whole store in regular contact with its cus-pressure selling.The set is broughtthe farmer does not demand any tomersisamonthlypublication,back to the store and frequently themore service from his radio supplier "Dep's Pep," which is mailed to 3,800customer makes up his mind laterthan the city man does.But some homes within 20 miles of Shelbyville.and comes in for it. farm customers make exceptional Printed on news stock this four- "Itisourexperiencethataservice demands which the dealer page newspaper isfilled with per-demonstrationisalwaysagoodmust be ready and willing to meet. sonal notes and store advertising.policy, even when followed by no im-And in all cases he must be sold on The personal notes usually have tomediatesale,"saidMr.Bennett.the idea that the service will be there do with the purchase of one or more"Five years ago we canvassed everywhen he needs itas few farmers of DePrez' specialties. Radio comeshouse in the county on a home trialpossess technical radio knowledge. in for a good deal of space and every month there are lists of the people who have recently bought radio sets. Such well known local people as a judge of the circuit court, a rural route mail carrier, the pastor of a church, who have installed radio, get a paragraph, and a half column will be filled with the names of the plain citizens who are also recent radio purchasers. In such an essentially neighborly community thisis about the best formofadvertising. Everybody knows who these people are and it answersthequestion,"Who has one?" before it is asked. In addition to this monthly mail- ing much space is used in the town Thisistheradio set department on thelargepercentageofsales,are,however, and county newspapers. second floor.Her,e, out of the way of storemadeafterdemonstrationinthecus- crowds, the customer can make hisfirsttomer's home.Sets are often taken 2s) Thepolicytowardradiohomeacquaintancewithradio 'reception.Themiles for a farm' demonstration. 439 RADIO R E T A I L j N G. A McGraw-Hill Publication This Business of Ours ll Stores for Service, and Stores for Price til Portable Sets for Summer Selling ti Why We Need Not More, but Fewer and Better Broadcasting Stations
Inaugurating a monthly department of retail radio comment By J. ANDREW WHITE
BERT WILLIAMS had a charac- The reason that Ifeel this way Now, the fellow who is going to teristic song with a refrainabout it, is that policy paths lie farrun the other kind of store-what a that ran:"It's over, brother;apart. jam heissure to get intoif he it's...all ... over"-and not only the The other type of store should notdoesn't know radio!Almost every words, but his lugubrious droning ofconcernitselfwiththebargainday I run into merchants who haven't that one phrase is running throughhunter. Nothing would be nicer thangiven the slightest consideration to my mind as thoughts turn to the all -to be able to sell everybody.But itwhat should be the most obvious absorbing question of the "end of thecan't be done.That's positive. thing in radio retailing-that the radio season" and the coming of the Looking at it practically-the par-store which makes no attempt to Summer Slump. ticular stores which furnish me withcompete on a price basis, has only All over.Business dead, already.bread and butter, and occasionally atwo things with which toattract Cheerless Charlies have been tellinglittle cake, make their appeal solelytrade-reliability and service.Reli- me that for weeks. to the very large section of the popu- of means nothing And I don't believe it, somehow. lace which buys carefully but is notmore or less than standing back of We are still doing business in the(first, last and wholly!) determinedeverythingitsells;so there isn't stores with which I am associated ;upon securing radio bargains.Thismuch to be said about that.But people are coming in and buying;type of store has to be run differ-"service" (overworked word!) that and not because of slashed prices,ently, and-to paraphrase Kipling-has to be something very real. either. that is another policy. Understand-business is not so NOW to give service worthy of good that we are excited about it; ASTORE which has neither one the name,theproprietor or but it is a long way from being dead. policy or the other, will be outsomebody around the place must have At no time has it ever been dead ;of luck this summer. exact and practical technical knowl- and I think I know, pretty well, the It seems that if all retailers wouldedge.Installing the set in the cus- reason why. get straightened out on that onetomer's home doesn't constitute serv- question, there would be fewer pan-ice;it must accomplish all the buyer HE weakness I find in most re -icky people and the industry wouldexpects or be taken back, either for l. stores is lack of a policy.Itbe helped a lot. replacement or refund. And with no looks to me as if there is a lot of see- It isn't a hard thing to do;it isred tape in either case.Accurate sawing between two distinct types ofsimply a matter of checking up per-and prompt technical advice and in- merchandising, instead of followingsonal qualifications with hard facts:formation also must cheerfully be one set policy or the other. First, it must be realized that thegiven at any time without charge, There is a fork in the road to suc-whole foundation of a cut-rate policyand maintenance and repairs accom- cess in radio retailing; one path oris nothing more or less than oppor-plishedwithdispatchat nominal the other must be selected. tunism.Its basis of success is quickfigures. Thatis what holds the Taking stores by types-there isturnover at small profits, and salescustomer ;brings him back to you one class which stakes everything on(without service)in large volume.when the fellow across the street has price, which attracts customers byThe policy keynote is intensive alert-you beaten a mile on prices. selling at a figure lower than list, orness and aggressive salesmanship, If service means anything, itis standard levels. And that is a policy ;close buying, and plunging when thethat your customer is always right, a well -established one; some notableprice is right.Success largely restsand that his trouble is your trouble. successes have been built up alongupon having plenty of ready cash and If you are organized so that people thisline. Properlyruncut-ratethe sporting instinct.Incidentally,who trade with you get a lot of pleas- stores have their place in the schemethat illusive something known as aure from broadcast reception, and a of things.I am not ready to con-seventh sense about merchandise isminimum of grief, they will stick to demn them;to say they areallfar more important than an exactyou the year round.There will be a wrong; or that they will ruin myandcomprehensiveknowledgeoffalling off in sales in the summer business and yours. radio. months, but business won't go al - 440 RADIO RETAILING, May, 1925
together as flat as the usual pancake. Isn't it true that in every commu-me, the program is the thing! And One of the things we have done fornity there is at least one station thathere is how I know it : stabilization is the institution of athe majority of listeners wish would I meet at least ten thousand people service -club plan. The customer paysclose down ? in the course of a year, all interested, ten dollars a year, for which he can And, from the other angle, equallyor willing to be, in radio; and I shake have all the advice he wants andtrue that in the matter of leadership,hands with them individually and service at his home at any time it isa few stations are way out in front?chat with them personally.It gives asked for, but automatically anyhow, If we are to be frank about it, hereme a very definite idea of what they inspection of his set once a month.is the situation: want, and what they don't. This keeps us in touch with our trade In congested metropolitan areas, They have their kicks.Also their twelve months in the year.And itthree or four stations are overwhelm-enthusiasms.And the ring of the sells batteries and chargers and alling favorites.The rest are merelycash register and the totals on the kinds of accessories that might becussedat,foroverlappinginter-daily sales sheet record these with bought somewhere else. ference. amazing accuracy. Things like this insure a steady if The listenersinruraldistricts I am given to consulting a "daily moderate income in the warm months,have their favorites too; and carrier -average" sales graph and I find it and the rest of the trick is cuttingwave whistles take away a lot of thetells a consistent story.Excepting overhead in accordance with lessenedenjoyment of pulling them in. only the holiday season, it shows that volume of sales.Trimming sail for As for the DX hounds !Static isevery peak reached has preceded the the slack season is largely a matterbad enough and we can't do muchpublic announcement of something of of bookkeeping and balancing ex-about that, yet, but hetrodyning andspecial and general interest which is pense against income. the multiplicity of carriers has justto be broadcast.Also, that when The remaining question-what areabout ruined things. these high spots come, sales are bet- we going to do about sales of sets Too many stationshurtradioter the next day, and for several this summer?Well, I think we willsales.I feel certain of that. days following. be able to sell portables.The very Special sales; new models; exhi- fact that they virtually were a flop NOW my business, like yours, is tobitions-all these established precepts last year inclines me to believe that make money out of radio. Receiv-of merchandising-are sales stimu- they will go over well this summer.ing equipment in every home-that'slants of varying value.The special Radio has been like that; a succes-the target we are all shooting at.Tobroadcast event, on the other hand, sion of complete reversals in public taste.Maybe it's based on nothing but a hunch ;but portables look good Major White-Radio Retailer, Broadcaster and Editor to me for the coming summer season. ND, in the matter of questions, there is the one of "who is to pay for broadcasting?"An inter- esting topic this one;but sort of academic just now.Plenty of people are willing to pay.Something like 554 stations are operating ....so that's the answer. It looks as if the wrong bridge has been selected for premature crossing. Isn't the vital thing: who is to be permitted to broadcast? Anyone can get a license now; that is why we have about five times too many stations.Everyone free and equal is a fundamental American idea;fine in principle; but in this instance capable of an interpretation more liberal than wise. There is a difference between will- ingness, and ability, to entertain the public. All of us, many times, have dialed - J.Andrew White-pioneerradioeditor,cal broadcasting, and isstill among the broadcasting consultant of RCA Stationsforemost today,indirection and partici- in stations and caught stuff labeledWJZ and WJY, and vice-president in chargepation, in the air entertainment which is "entertainment" that we verniered ofmerchandisingoftheHaynes -Griffinthelife -bloodofourbusiness. Major Radio Service, with retailstores in NewWhite'sbroadcastingoffamousfights, out in a hurry.Now I don't meanYork City and Chicago-with thisissueworld series baseball and of the National becomes contributing editor of "Radio Re-Democratic Convention last summer, has things which hit our personal preju- tailing." made his voice well known to millions. Major White has devoted fourteen years As an editor,he startedthefirstex- dices or preferences; I'm referring exclusively toradio, and isIn the veryclusively radio magazine in America, es- center of the trade and broadcasting situ-tablishing through years of publishing, the to the impossible balderdash that ations. Primarily, heis now a retailer.sincerityofhisverydefiniteIdeas and some broadcasters emit occasionally Asvice-presidentoftheHaynes -Griffinideals about radio. stores heisactively engaged in putting His department, "This Business of Ours," as stop -gaps, and others pass out asover one of the notable successes in thewhich will appear each month, should prove field to which this magazine is dedicated.to be a most interesting feature of "Radio a regular thing. He was one of the originators of practi-Retailing." 441 RADIo RETAILING, A McGraw-Hill Publication
"A Radio Set for Every June Bride"-The Distinctive 1925 Wedding Gift HERE is a slogan that lends itself toing weddings and keep a file of them. What Did it ever occur to you that the only new exceptional exploitation. One -sixth ofprospective bridegroom or proud Papa,thing in "gifts for newly weds," within a all the weddings solemnized in the Unitedapproached in the right way, could possiblygeneration, is a radio? That a radio set is States every year-and there are almostarefuse to buy fiancée or daughter a radio set?the one new article that has taken its place million and a quarter-take place in June.And then there are the bride's family andas a wedding present of the first order, since There's a tip. 'Nuf sed. Go to it. Lookoverthebridegroom'sfamilyorfriendstowedding presents were standardized twenty the newspapers for announcements ofcom-approach with the idea of a "group gift." or twenty-five years ago. is unfailing.That is my personal A Letter to Send to talk "radio" with us or let us demon- experience; and every radio retailer strate an outfit for you.No obliga- I talk to, says the same. Your Prospect List tion whatever. Yours for happy radio -evenings, Many radio dealers would like to BLANKVILLE RADIO SHOP, O I have come to the conclusionuse letters to customers in order to J. Smith, Prop. 1.3 that we are allunited in thebuild good -will and promote sales, Telephone 326 thought that, after all, it is the pro-but often feel that they do not know grams that sell the sets. how to write good letters of the Humdrum, routinebroadcastingattention -getting kind.The follow-Dealers Co -Operate in School hasn't the slightest appeal any more.ing was drafted by Walter W. Jen- Demonstrations I remember how different it was inkins, Fort Wayne, Ind., for a small- the early days; how we used to maketown radio dealer and seems to em- Radio dealers in Kenton, Ohio, re- a wisecrack introduction to the play-body exactly the needs of the averagecently combined in a publicity stunt ing of a phonograph record or a me-radio dealer. to reach those who make up the bulk chanical piano selection, and the lis- of the prospective buyers-the stu- teners thought it was great.It wasDear Mr. Brown: dents in the schools-when they in- There's a host of treats in store forstalled receiving sets in every school new; they were picking sound out ofyou and all the folks! the air;and that was fascination If you could take a couple of friendsin the city for a period of a week. enough.But things have changed.or relatives to hear the marvelouslyThe sets were placed in the auditori- The "romance of radio" exists onlybeautiful music of the finest orchestraums of the buildings and demonstra- as a musty phrase.Broadcasting isin North America this evening, and ittions given twice each day.Experts should cost you only a dollar or two,were on hand to answer any questions institutional in the home.Scarcelyyou'dthinkyouweregettingoff a passing thought is given to radio asmighty light, wouldn't you? of the students concerning radio. a scientific wonder; the question in- Yet a radio is a magic -box that will whisk the finest talent of the land to variably put to the salesmanis:your family circle every evening, for "What can we hear on the set?" everyone in the home to enjoy-with- Scrapbooks Sell Radio There is the pulse -beat of our busi-out any "dressing up" for the occa- ness-what are they going to hear !sion, without any "digging up" for the Scrapbooks make good assistant program! salesmen, according to an Elgin, Ill., We have to cater to those who want You simply turn the dial to enjoydealer who keeps several of them distance; also those who are satisfiedrollicking fox-trots that put a jiggle inon his counter.They are filled with with the locals; and those who wantthe feet,ordivine symphonies that both.This we can do, after a fash-soothe the soul; songs that gladden andthe cream of information clipped lecturesthat elevate;the sportre-from radio, electrical and national ion; but we are up against it,al-turnsplay-by-playandthethrill -magazines concerning the material ready, in giving assurances that bothgiving news from everywhere.That,he stocks. far and nearby stations can be heardand much more, is always in the air Items from newspapers are in- clearlythroughthesquealsandfor you and your loved ones. cluded, and of course, much of the whistles. You don't want to miss radio's good things any longer.Install a radio nowmatter consists of advertisements. Our situation sizes up, then, thatas a gift to all the family, a wonderfulThese answer many questions the fewer stations and better programsgift which will last over many years.customers would otherwise ask the mean more sales.That's worth while I can install a set at a surprisinglysalesman, saving time.In addition for all of us to be thinking about andlow cost-and on small monthly pay- ments, too, if you wish!Come in aspeople read about sets and acces- working for. soon as you can-day or evening-tosories they are considering. 442 RADIO RETAILING, May, 1925 Phonograph OwnersAre Good Radio Prospects
Georgia Music Dealer Makes Biggest RadioAppeal to Those Who Have Purchased Phonographs-Specializeson Phono- Radio Combinations and Takes Old Phonographsas Trade-ins
i' phonograph owner is a good before a home demonstration is radio prospect," they say at arranged for.Most sales are made the music house of Bame's, Direct -by -Mail on the club plan and home demon- Inc., Atlanta, Georgia.They have advertising,stressingthe strations call for a lot of valuable' built up an extensive radio business pleasures that may be had time, hence it is very desirable that by re -sellingto their phonograph from a radio set are sent to no time be wasted in trying to sell customers. its phonograph customers by a man a set if his standing is not of The best seller is the combination Bame's, Inc., of Atlanta, Ga. the best. phonograph and radio receiver, in a The old machines are taken Straight radio sets were added to handsome case.Nearly all sales are as trade-ins and disposed of the stock only a few weeks before made to owners of less expensive through second-hand chan- Christmas, but within three months phonographsby tradinginthe nels. Summer sales are built sales had grown to the point where phonographs as part payment on the up by featuring the phono- they represented ten per cent of the new and higher priced sets.They radio combination. business done by the store, which, allow the phonograph owner a rea- up to the time radio was added, was sonable price for his old instrument, an exclusive phonograph house. which is based on the re -sale valuebeen through the winter, particular Bame's store is located on the busy of the instrument, and it is disposedattention being given to the com-side of Peachtree Street, in the heart of through various channels assec-bination sets, Mr. Bame states.Itof the theater, shopping and hotel ond hand goods. will be pointed out that the phono-district.Full advantage is taken of Most of the sales are made on thegraph will be available wheneverthe window display opportunities, club plan, whereby a buyer pays onestatic interferes with the radio. making them among the most strik- thirdcashandthebalancein Nearly all sales are made on homeing and best lighted in the street. monthly installments spread over ademonstrations. As arule,loop Newspaper advertising is used in period of six or eight months. Thereaerials are used.It is the policy oflarge volume.It has been found that are no hard and fast rules as tothe store that a person's financialbest results come from advertising terms, the amount of the first pay-responsibility must be known to beused in the Friday papers. ment and the monthly payments be- ing varied in many cases where the customer is known to be financially responsible.In the case of the com- bination radio and phonograph sets, the amount allowedfortheold phonograph in many cases repre- sents the first payment.
Prospects Reached Through Direct- Mail Advertising Most prospects are reached through letters sent to people who have previously bought phonographs from them.These letters suggest the desirability of having radio as well as the phonograph in the home, and callattentionto the popular combination set. The letters suggest that in case the customer does not wish to keep the old phonograph after buying the combination set, it will be taken in at a liberal allowance on the price of the combination set. Manufacturers' displays are effectively usedhelp" idea.There are 100 bulbs, flashing Radio will be pushed throughoutinthis window of Bame's, Inc., Atlanta,atintervals, and the contestant guesses Ga. The map at the leftis a guessinghow many total flashes are made in the the coming summer just asit hascontest,alsoamanufacturer's"dealercourse of a day. 443 RADIO RETAILING, A McGraw-Hill Publication A Way to "Glean Up" RadioReception
BULLETIN No. 1 ON. J. W. LENT Interference Elimination 1961 LOCKPORT Campaign Periodic Interference Information is desired concerning electrical Feb. 15, 1925. disturbances that start and stop atacertain definite time. Niagara Radio Stores, Several complaints have been received con. City. cerning this type of disturbance, but owing to Dear Sir: lack of definite information we have been unable to trace It to its source. I dropped a line to your store last Thursday concerning a 25 cycle buzz and thought that perhaps a Give us the exact starting and stopping more full report would be of intereot.This 25 C. buzz time and also description of the noise itself. c00%enced last Monday evening, Feb. 9, at 10:30 and has continued night and day ever since. At the present alog type receiver give us If you have moment of writing, 10:00 P.M. Sunday, it. shows no signs direction from which noise seems zo come. of letting up. I thought it might be a defective socket Mail all information to or something in our own house- so pulled the switch thus shutting off current from outside - and listened in and the buzz still goes merrily on.
Niagara Radio Stores, Inc. Evidently it is a power leak, or defective 3310 Niagara Street Niagara Falls,N. Y, transformer on some of the outside service linee. I have interviewed some of the neighbors with sets and they re- port the same thing.
This noise totally ruins reception - as far as listening in is concerned, nothing doing.
If there is anything I can do to cooperate in locating the trouble, I'm sure there even to paying for a BULLETIN No. 2 man's time to -get rid of it. The radio set just now is in the.discard because Attention Radio Fans! the buzz makes reception impossible.
Prizes Noto Offered on Radio Thanking you, Interference. Yours truly, No. t 55.00 prize for suggestion leading to eliminating the fnterfer- 'ence. $10.00 prize for eliminating 1Merferenee. Location. near Sixth Street and Jefferson Avenue.Trouble, vicious diatrubance of intermittent character. Chases ateady hunt or bur.Lasts for various lengths of time.This dtpturb- ance started about the middle of Decembee and occurs prac- P.S. Thought I'd delay mailing this for another tically all day evening and on Sunday..Interference is so day to see if any improvement - no, it's still going, had as to render ldud speaker operation Impossible.
No.2 41.50 prize for suggestion lending to eliminating the Inter. ference.55.00 prize for eliminating Interference.Lte.atlon, 0. Lockport Street near 6lichigan Avenue.Trouble, ''.trader ence seems to be caused by battery chargers and ,,.her élec tricot appliances In thia neighbdrhood.,
No. :t 52.00 prise for suggestion leading to eliminating the Inter- ference.$5.00 prize for eliminating Interference.Location. Spruce Avenue near the Armory Trouble. Interference re- ated des 25 cycle hum, Is constant and at: times le acresa all dials and cannot be tuned -out,
No4. 51.50 prize for suggestion leading to eliminatingtpeinter- ferenve.$5.00 prise for eliminating Interference.Location, Third Street corner of Ferry Avenue. Tmuble, Interference seems to be from electric motors. A special petze of $2.50ieoffered for the locating of any one of the above Interferences. All pflzee are good for 10 days front date of th:n notice and prizes are payable In any :n rchandise at any of our nieces.Do not phone complaints-write a letter. We have received over 100 complaint. on Regenerative Seta where the operators do not property tune -In. causing squeals and howls and the Radio Fan should know that wher hie net is oscillet- log to this point he, himself, cannot receive any broadcasting and It is much better to have his rheostats turned downjustbelow the tooint of osculation. Niagara Radio Stores, Inc. 310Niagara St. Niagara Falls,N. Y. Open Evenings Phone623 MAIL INTERFERENCECOMFLAINTS
L6,/Gii //isf// %/!z
These newspaper ads, announcing a con- caused a furore in the city where it was one reproduced above, were receivedand it test offering cash prizes to the radio fans done and placed the store back of the idea was not long before the reception had been who locate sources of radio interferencehi an enviable position in the minds of improved a hundred per cent, along with and suggest ways to getridof them, radio fans. Scores of letters similar to the the store's radio business. 444 RADIO RETAILING, May, 1925
Dealer Leads CampaignAgainst Radio Interference
Contest to Discover Sources of Noises in LocalSets Gets Phenomenal Results for Niagara Falls Retailer
CAMPAIGN to eliminate inter-agement, and a news story dealing atvarious disturbances complained of ference with radio concerts ingreater length with the method byby the fans, an estimate of what its an entire city is one of thewhich thoseintentionswouldbesource might be, and stating the most progressive steps to be under-carried out. prizes to be awarded for its exact location, or for suggestions pertain- taken since the wholesale establish- Offer Prizes for Location of ment of broadcast stations, but one ing to the actual elimination of the Interference Sources sound.In many cases, the complain- whichismeeting with surprising ants themselves offered to pay the successin NiagaraFalls,N.Y., It was announced on that first under the leadership of the NiagaraeveningthattheNiagara Radioprize foritselimination, and in- Radio Stores,Inc., whose guidingStore was launching a campaign tosisted upon doing so when success spirit is Albert Messersmith of thatremove all obstacles from the pathhad been attained. city. Radio dealersallover theof complete enjoyment of radio con- In cases where the interference country are naturally interested incerts.That the complete co-opera-was caused by a transformer of the the effects of such a campaign; itstion of local fans was necessary forelectric service company, the defect influence on retail trade, what re-success was pointed out and greatlywas speedily repaired through the sponse is received from the public,emphasized.It was told that prizesco-operation of the officials of the and what methods are employed inwould be offered for suggested meanscompany. The Niagara Falls Power carrying out the idea. ofeliminatingdisturbancescom-Company, supplying electric power Convinced that by proper co-opera-plainedofduringthecampaign,to the industrial plants in the city, tion between the radio fans them-and pointed out that prizes up towere of further assistance in elimi- selves and the electric service and$25 would be awarded for locatingnating disturbances once they had power distributing organizations insources of interference, other prizesbeen located by thefans. Even the city, the disturbances might befor suggesting means for its elimina-trouble due to tickers of the Postal ended, Messersmith determined totion, and still higher prices for itsTdlegraph Company had been traced launch an aggressive campaign toactual obliteration. to its source, and a group of service thisend. There appeared simul- From the very start, the idea metmen sent to overcome the difficulty. thewith an active response from the In one case it was found that the taneouslyinthelocalpress, leakage came about from a broken Niagara FallsGazette,an advertise-radiopublic. Follow-upbulletins ment calling the attention of radioappeared daily in the local paper,connection somewhere and in taking owners to the intention of the man-giving the approximate location ofit up wish the public electric service 445 RADIO RETAILING, A McGraw-Hill Publication company, they were asked if theycreased trade for the Niagara Radiohe has one.A Denver plan using operated the street lamps in thatStores, but it brought them sharplycrystal sets, in two weeks got 2,000 neighborhoodbyautomaticclockto the attention of every radio fanhomes to "sampling radio." The switches and if so that they mightin the city. radiodepartmentsofDaniels & have a defective switch. The campaign has had a directFishers, Knight -Campbell's, and The They reported very promptly andeffect upon retail trade.The reasonThor Shop participated. found a broken spring and if thisrequires no explanation when itis It started with a bank.When KOA had continuedit would have costrecalledthatthereishardlyabegan broadcasting a daily program, them considerableas they wouldneighborhood in which there is notofficialsoftheDenverNational have had to replace the entire switch.located one radio set at least.TheBank, who were enthusiastic radio This practically eliminated all troubleprospective fan first listens in on hisfans, conceived the idea of promot- in this neighborhood. neighbor's set, and determines notingtheirbusiness by means of Street Car Interference Also to invest until the weird howlingradio. Cleared Up peculiar to that locality has been They worked up a co-operative eliminated. And to the complainantplan with the three local radio re- When radio owners complainedhimself, the Niagara Radio Storetailers-one an electrical shop, one a of passing street cars interferinghas become a friend for life.Thedepartment store, and one a music with their reception, instances wereextent to which they appreciate thestore. called to the attention of the cityefforts of the management to im- manager where imperfect bonding ofprove the reception of their sets isOrganized "The Denver National rails belonging to traction companiesapparent from the vein of the many Thrift Club" had caused electrolysis in nearbyletters received by the store, one of The"DenverNationalThrift municipal water mains at an ulti-which is reproduced on another page. mate cost to the city of thousands of Club" was organized, and to each dollars in repairs.The city man- member, who was required to open ager ordered an investigation by the a five -dollar savings account with city department of engineers, which "Free -Crystal -Set" Plan for the bank, or in event of his having will undoubtedly result in the re- already an account, to increase it by moval of this source of interference. Selling People on Better fivedollars, a coupon was given. Many other remarkable cases of Radio Sets This, when presented to either of successful elimination of annoying the radio dealers named, entitled the noises are on the records of the By JOHN T. BARTLETT bearer to a crystal receivingset store, reflecting praise for the spon- Once convince the tyro that afree, provided he purchased phones, sor of the movement, increased busi- aerial and other essentials at a cost radio setis just as essential andof $3.50 up. ness for his store and a greater pub-desirable, in the well-appointed home, The set which retailed at $1.75, lic interest in radio.Not only didas a piano, or phonograph, as wellwas given free by the dealer, but the campaign result in greatly in-as cheaper, and he will not rest untiljust about enough profit was made from the other equipment that the customer was required to buy, to A Novel Method of Dealer Advertising cover expenses.Thus, the "Bug" is loosed in another home, without pres- ent profit,itistrue, but likewise without expense, and the dealers in- terested in the plan insist that the "comeback" is already found to be very satisfactory. The new "fan" is not expected to long remain satisfied with listening to the local programs on his crystal set, but will, shortly, want a more elaboratereceivingapparatus, by which he can get distant stations. And what is more natural, they say, than for him to return to the same dealer for the new receiver? He has lost nothing in the first transaction, for the receiver was free, and the other accessories may be used as well with the large one.Mr. Mason, of Daniels & Fisher, reports that several large orders have already been filled, that tre directly trace- able to the coupon stunt. The old-time "country store" which hasvaudeville act, by loaning a radio display The bank advertised the plan with long been popular in theaters in the smallerfor the act.In return for the advertisingpage and other advertisements.It communitiesisbeing usedtoadvertisereceived, the dealer gives away an inex- radio.The Browning Brothers Company,pensive set, which, in turn, is given to theput on special talks at KOA, tying Zenith distributorsin Utah and Denver,lucky theater patron.It gives the radio recentlyco-operated with "Fat Sander'sdealer an opportunity to make an effectivein, and was, like the radio dealers Country Store," a popular niddle Westdisplay before a large number of people. well satisfied with results. 446 RADIO RETAILING, May, 192:1 "Merchandise Well Displayed Is Half Sold" Radio Seems to Be Following the Automobile in the Matter of Attractive Display Rooms
That tastefully appointed radio The stacb pres`nts a "'right and showrooms work out successfully cheery -Ulric sphere andequipped in the smaller towns as well as in iL arch a way as to attna`t a -well- the large centers of population isto-co cier tele. Period furniture is demonstrated by the Van Staagen used, and a pot of ferns or palms Radio Corporation of New here and t were adds to its effer_ive- Rochelle, N. Y., a city of 40,000. n=ss. Rocking chairs and smdcing H. H. Van Staagen, president, took stands are also provided so that an ex -auto showroom and con- pat -one ray listen to a concert in verteditinto a radio display corrforr. ft1r.Vaa Staagen is sl- own studio and laboratory. d.monstrating s consoL receiver.
Var.Staagen'sentirestore interior is also his window dis- play. There was no background totheautomobiledisplay wirrlows, andwhenVan Staagen went in, he turned it to his own advantage by making his store interior so attractive tha_ any other window display was unnecessary. Amber lights are used exclusively, and in the evening, as the whole interior is risible from the street, Van Staagen's stands out from all the other stores on the block. Curtains, framing the window, aid in making the studio dis- tinctive, as does a large electric sigr mounted on the roof of the one story building. RADIO RETAILING, A McGraw-Hill Publication "Radio Retailing's" Complete Specifications of
LISTINGS of radio products, with the name and address of the directory of radio products, so that, by keeping and filing the manufacturer, together with complete information concerninglists each month, the dealer will always have at hand the infor- each product is a monthly feature of Radio Retailing.This serv- mation he wants to know about any radio set, reproducer or ice is wholly for the benefit of readers and is without charge of accessory.Manufacturers are invited to send specifications of any kind whatsoever to the manufacturers listed.Itis Radio their products for representationin these lists, which will be Retailing's desire to make these lists a complete, representative revised, brought up-to-date and published in rotation. For Radio Sets-See February Issue, Pages 154-159 For Loud Speakers, Earphones and Phonograph Units-See March Issue, Pages 252-255 For Batteries, Chargers, Eliminators and Power Units-See April Issue, Pages 360-365 For Makers of Assembled Kits-See the Next-the July-Issue Portable Radio Receivers
Federal Telephone and Company, $140
Crosley Radio Corporation, $25 For complete specifications of these new portable sets, see listings on Westburr No. 6 Super, $165 opposite page
Yale Radio Electric Company, $85
Home Battery Box for Set Shown Below
Radio Corporation of America, $195
Electrical Research and Manufacturing Radio Corporation Portable with Home Company, $125 Battery Box (above). Complete, $225 448 RADIO RETAILING, May, 1925 Portable Radio Receivers and Loop Antennas Portable Radio Receivers
Weight Dry Cell Enclosed Loud Number Number of Kind of Manufacturer's Name List Extra Overall I Com- or Loop or Speaker and Address Price Accessories Dimensions plete, o f Storage Outside Built-inor. See X Tuning Case Lb. TubesBattery Antenna Separate Dials
American ApparatusCo., $20.00 Tube, Richmond, Ind. batteries, "Amaco CNW-6" phones, I Walnut aerial 6x8x7 12 1 Either Outdoor Phone No Armley Radio Corp., N. Y. C. Loop, horn Black "Karr Yadio" 75.00 Cable I8$x147x5I 28 6 Dry cellLoop or antennaCollapsible Yes 3 fabrikoid Crosley Radio Corp., 16.00 None Eithe: Antenna Separate Yes Leather Colerain St., 23.50 None Either Antenna Separate Yes Leather Cincinnati, Ohio 35.00 None Either Antenna Separate Yes Leather Echophone Radio Corp., Du Pont Chicago, Ill. 65.00Loudspeaker 9xI2x17 30 3 Dry cell Aerial Built-in Yes 2 leather Elec. Research & Mfg. Co., "Superiorfex" Waterloo, Iowa 125.00 Aerial 24x123x94- 31 3 Either Short antenna Built-in Yes I Leather Federal Tel. & Tel. Co., Phones Buffalo, N. Y. 140.00 Adapters 35 4 Either Antenna Separate Yes I Mahogany J. B. Ferguson, 120.00 None 13Ix14x5$ 18 4 Dry cell Antenna Separate A & B Batt. 2 Black 80 Beaver St., N. Y. C. leatherette Cled Radio Co., Phila., Pa. 150.00 Complete 6 Dry cell Loop Built-in Yes I Leather Hamilton Radio Inc., N. Y. C Leather "B -A B -E" 125.00 19x1 1$x 15 26 6 Dry cell Needs none Built-in Yes I composition Colin B. Kennedy Corp., St. Louis, Mo. 75.00 None 144x8x 1311 24 3 Dry cell Antenna Head phone Yes 1 Keratol "Royalty of Radio" Jos. W. Jones Radio Mfg. Co., Leather 40 W. 25th St., N. Y. C. 160.00 None 20x 12x74 25 6 Dry cell Loop Built-in Yes I Suitcase
Kodel Mfg. Co., 16.00 5$x4$x8$ 5 I Dry cell Aerial Phone Yes I and 2Leatherette "K RC" 22.50 9lx51x8 8 2 Dry cell Aerial Phone Yes 1 and 2Leatherette Cincinnati, Ohio 37.50 12}}x12Ax91 25 4 Dry cell Aerial Phone Yes I and 2Leatherette Luzern & Dads Co., "DeLuxe" Brown 6229 Broadway, Chicago, Ill. 150.00Everything 15$x 16x9§ 30 4 Dry cell Loop Built-in Yes I leather Lytton, Inc. 225.00 Everything 18xI5x9 31 7 Storage Loop Built-in Yes I Brown leath. Lytton Building, 195.00Everything I8x I5x9 31 6 Storage Loop Built-in Yes 1 Brown leath. Chicago, Ill. 42.50 Everything I7xI0x6} IS 2 Dry cell Antenna Separate Yes I Black leath. 1121Mfg. Co., Aladdin" 45.00 None 7xl7x11 14 3 Either Antenna Separate Yes 2 Mahogany Fall River, Mass. National Radio Mfg. Co., 110.00 Tubes, "Country Gentleman" batteries and Oklahoma City, Okla. loud speaker 20x9x8 32 4 Dry cell Outdoor Separate A and B 2 Steel Operadlo Corp., 160.00 None Chicago, Ill. 189.00Everything 17x9x 12 51 6 Dry cell Loop in cover Built-in Yes 2 Keratol Ozarka, Inc. 55.00 None 18x 16x8 4 Dry cell Antenna Both Yes 2 Walnut Chicago, Ill., 75.00 Complete Parkin Mfg. Co., I Leatherette San Rafael, Cal. 17.00 None 8x6x8 7 I Dry cell Antenna Phone A & B Batt. Radio Corp. of America, 256.00 6 tubes, 35x11}x11 55 6 Dry Cell Enc. loop Separate Yes 2 Mahogany New York Cíty speaker, Radiola Portable aerial 195.00 6 tubes, 21$x16x7I 41 6 Dry cell Enc. loop Built-in Yes 2 Black leather speaker, aerial 225.00 6 tubes, 13x141x9; 40 6 Dry cell Enc. loop Built-in Yes 2 Walnut speaker, aerial, and ' home battery box
Stanley Radio Prods. Co. 3 Wood 303 W. 125th St., N. Y. C. 60.00 None 14x22x7 26 6 Dry cell Loop Built-in Yes "Concert Master, Jr."
Simplex Radio Co., 2 Leatherette Philadelphia, Pa. 80.00 None 10x19x9 25 4 Dry cell Antenna Separate Yes
Seery -Bartell Co., 3 Leatherette Lansing, Mich. 125.00 Complete 16x9x11 35 5 Storage Antenna Separate B Battery Phone Yes 2 Mahogany Steinite Labs., Atchison, Kan. 17.00 None 22x 16x 10 21 I Dry cell Antenna Telephone Maintenance, Du Pont "Telmaco" Built-in Yes I covering Chicago, III. 125. JO $18.50 extra 8x I Ox 18 26 4 Dry cell Either
Wells Radio Corp., 3 Leather "Bear Cat" 110.00 Aerial and 9x14x18 36 5 Dry cell Aerial on reel Built-in Yes Chicago, Ill. ground Yes 2 Fabrikoid Westburr, N. Y. C. 165.00 Complete 17x 13x5# 23 6 Dry cell Loop Built-in
Yale Radio Electric Co., Except tubes Leather "Thor -o -Dyne" Speaker and Built-in and batteries 2 composition Los Angeles, Cal. 85.00 antenna 171,x141x12 47 Storage Enc. loop Zenith Radio Corp., inon,in 218.00 Complete 6 Dry cell Loop Built-in Yes Key: * = Weight complete with all equipment necessary for operation; X = Compartmentsfor A and B batteries, phones, loud speaker, loop or antenna. 449 RADIO RETAILING, A McGraw-Hill Publication Portable Radio Receivers (Continued from preceding page)
Telephone Maintenance Company, $125
Steinite Laboratories, $17 Hamilton Radio, Inc., $125
Cohn B. Kennedy Corporation, $75
Operadio Corporation, $189
Kodel Manufacturing Company, $22.50 Echophone Radio Corporation, $65 Wells Radio Corporation, $110 Loop Antennas
Dimensions of Loop Wave Length Spiral or Name Trade Mark Model List Folded Weight Material Min. and Max. Solenoid Extra and Address No. Price and Open, Lb. Oz. of Frame With Var. Shape Equipment Inches Condenser Amplifex Radio Corp., Amplifex Senior ;12.00 Open-43h.x39w. 7 Maple 88 to 1,000 Solenoid Compass Arlington, Mass. Closed-2413.x5w. Mahogany Fin. Meters-tapped Acme Apparatus Co., Acmeflex L. S. 8.00 Knockdown size 5 Wood .0005 var. cond. Spiral C. C. Litz Cambridge, Mass. 21 x 24 x 4 200 to 600 meters wire Amoroso Mfg. Co., Nifty Loop 18.00 Open-33h.x3Re. Solid Mahogany Solenoid Litz 60 -strand Boston, Mass. Nifty Junior Loop 7.00 Open-31h.x27w. Mahogany Fin. Spiral S. C. Wire Baker Windshield Co., Banker Super 12.00 Open 201w.x44h. 5 Wood With .0005 var. Solenoid Belden 5722 Ellsworth Ave., Hetrodyne Loop cond.-l80 to 600 loopwire Pittsburgh, Pa. meters
Betts & Betts Corp., Betts -Bonner 810 5.00 Open-3}x3}x16 2 8 Birch and With .0005 var. Bunched None 645 W. 43rd St., N. Y. C. Folding Loop Closed-27hx31h. Mahogany Cond. 100 to 610 Winding Meters
450 RADIO RETAILING, May, 1925 Loop Antennas -Continued
Dimensions of Loop Wave Length Spiral or Name Trade Mark Model List Folded Weight Material Min. and Max. Solenoid Extra and Address No. Price and Open Lb. Oz. of Frame With Var. Shape Equipment Inches Condenser Bodine Electric Co., Boden B-12 8.50 Open -24 sq. 3 II Wood 190 to 600 meters Flat Graduated 2256 W. Ohio St., Closed-34x6x18 Chicago, Ill. dial and Basket B-12TS 10.00 Open -24 sq. 3 II Wood 190 to 600 meters Basket handle Closed-3ix6x18 Weave B-10 8.50 Open 24 sq. 3 II Wood 190 to 600 meters Weave Closed-3$x6x18 Loops B-I6TS 10.00 Open -24 sq. 3 II Wood 190 to 600 meters Double Closed-31x6x18
Chas. A. Branston, Branston R210 13.50 38h.x23w. 8 II Hardwood With .0005 var. Split None 813 Main St., cond.-200 to 600 winding Buffalo, N. Y. meters CalibertC SallowhppeeccialtyffiSt. Co., Calhert 18 10.00 17 -sides Oak With .0005 var. Solenoid None 312 , cond.-I95195 to 630 Phila., Pa. meters Carter Radio Co., Carterloop L- I 15.00 22h.xI8 dia. 2 2 No frame used 160-600 meters Interwoventype compound 209 S. State, Chicago pentagon wound C. A. Cook Co. Cambridge, Mass. Cook Collapsible 13.50 Open -45x29 Wood Broadcast range Solenoid Switch taps Tobe C. Deutschmann, D. T. W. 25.00 Open -42h. 6 Mahogany 100-800 meters Solenoid None Boston, Mass. Closed -31h. D. F. Dunham, Dunham II .00 Open -6x18 Hardwood Solenoid None Los Angeles, Calif. Collapsible Loop Closed -4x18
Elect. Research Labs., Erla Standard 7.50 Open-3I}h.x29}w. 15 Mahogany 200-650 meters Spiral None Chicago, Ill. Closed -18
Four -Way Co., 4 -Way Folding 12.50 Open -234 3 Either mahoganyWith .0005 var. Cylindrical Connecting Myrick Bldg., Loop Closed -18 or Nickel Bronzecond.-250 to 550 wires Springfield, Mass. meters W. B. Haber, Hallerio 6.50 Open -33h. 2 12 Maple, Spiral Turning Arm 2100 Sarah St., Closed -18x4 Iron Base and connecting Pittsburgh, Pa. wires Korach Radio Co., Korach Tuned 16.50 Open -30 8 8 Wood 200-540 meters Spiral Compass, panel 309 S. La Salle St. Loop Closed -31x9 9 taps, gradu- Chicago, Ill. ated dial Lincoln Radio Corp., Lincoln Cen.tapped 6.50 Open-31}h.x28w. Wood Broadcast Spiral Tap panel 224 N. Wells St., Closed -171x31 Chicago, Ill. 4 Pt. Tap. 8.00 Wood Broadcast Tap. Manhattan Elect. Supply Co., 17 Park Pl., N. Y. C. Red Seal 2580 7.50Open-1741.x26w.x32h. 2 12 Wood 200-600 meters Spiral Scale on base Marion Elect. Mfg Co., Marion Folding 5.00 Open -28 Wood With .0005 var. Spiral Center tap 24 Cliff St., Closed- I4x4 Jersey City, N. J. Marion Centre Tap 5.50 Open -28 Wood cond.-150-690 m. Spiral Compass dial Closed -I 4x4 Marion Compass 9.00 Open -28 Wood Spiral Compass dial Closed -I 4x4 Music Master Corp.. 10.00 Wood, metal base Broadcast Spiral Connecting Philadelphia, Pa. leads Music Master 10.00 3 2 Mahogany 200-600 meters Double flat 31 -in. gradu- with .0005 conden. spiral ated dial J. Nazely Co., Portena 7.00 Open -30h. 3 Maple 175-575 Spiral 571 Hudson St., N. Y. C. Selecto 5.00 Closed -28h. 3 Maple 175-575 Sprial Suportena 9.00 Closed -28h. 3 Maple 175-575 Spiral Slider tapper Paramount Radio Corp., Newark, N. J. Paramount E 12.00 15 Bakelite Broadcast range Spiral Phillips Laboratories, Grand Rapids, Mich. Ultra Antenna Sta gered Compass con - 15.00 Open-I6d.x18h.' I 8 Black Pyrolin 200-550 meters Solenoid meting wires Pollard Bros. Mfg. Co., Pollard DS -I 10.00 24x37x39h. Wood With .0005 var. Double None 4034 N. Tripp Ave., Loop DS -2 10.00 I6x24x25h. Wood cond.-150-565 Spiral Chicago, Ill. meters Radio Appliance Lab., Fiat A 15.00 Open-29fh.x261w. 3 Mahogany or With .0005 var. Double Center tap 4884 N. Clark St., Closed -21} Walnut cont.-I56-630 Spiral Bank wound Chicago, Ill. meters Radio Corp. of America 233 Broadway, N. Y. C. Radiola Loop AG -814 12.00 201h.x17w. Wood Broadcast range Solenoid None Radio Units, Inc., Duo -Spiral FG-24 8.50 Open 24 2 Wood Dou. spiralDial and hand. Maywood, Ill. Closed-3Ix6}x18 Duo -Spiral Fa -24 8.50 Open -24 2 Wood Dou. spiralDial and hand. Closed-3:}x6}x18 Duo -Spiral Hetro Fu -24 8.50 Open -24 2 Wood Dou. spiralDial and hand. Closed-3}x6}x18 Duo -Spiral Hetro Fx-24 8.50 Open -24 2 Wood Dou. spiralDial and hand. Closed-3}a6}x18 Duo -Spiral FF-24 8.50 Open -24 2 Wood Dou. spiralDial and hand. Closed-3}x6} x18 Duo -Spiral FT-24 10.00 Open -24 2 Wood Dou. spiral Dial Closed-3}x6}x18 S -M Silver -Marshall, Inc., 601 A 6.50 Oppen-20w.x31h. I 8 Wood, aluminumWith .0005 var. Spiral Switch tap. 105 S. Wabash Ave., Closed -3x 16, base cond.-200-600 Chicago, Ill. meters Signal Elect. Mfg. Co., Signola R 148 8.50 Open-5x36x39 2 8 Wood, brass and 200-640 meters Spiral None Menominee, Mich. Closed-5x7x24 Formica The Scott & Fetzer Co., Volumax Type -R 14.50 Open -69 5 12 Maple 250-625 meters Solenoid Center tap. Cleveland, Ohio Type -S Closed- 15x3}x7
h -High.to -Wide. 451 RADIO RETAILING, A McGraw-Hill Publication
Charging Radio Batteries Is a Necessary Service for Every Radio Store to Render, According to a Brooklyn, N. Y., Dealer Who Found It a Means of Regaining Lost Trade
HAVE you ever noticed thatif four batteries are hooked to theemployment of an expert who knows some of your customers, who5 -amp. rectifier each receives onlybatteries and also can sell parts. should be in the market forone and a quarter amperes hourly. "Radio dealers," Sam Blumenstein new "B" batteries have not pur- Of course,itbecomes apparentsays, "and there are hundredsof chased them ? that battery charging on this basisthem, who do not charge batteries The Blumenstein Brothers, Samwould never be an extremely profit-are losing a golden opportunityto and Max, who operate two retailable enterprise by itself, but it hasgain both friendship and sales, to radio shops in Brooklyn, N. Y., madeproved to the Blumenstein Brotherssay nothing about the lucrativein- that startling discovery one brightthat battery charging, if conductedcome from the serviceitself.In day and set out to find the reason.on a proper scale, is a very profitablethe first place, largely as a result They made inquiriesand learnedenterprise and that dealers, in ignor-of the fact that the average dealer that an auto battery recharging sta-ing the possibilitiesofthis,aredoes not recharge batteries, the cus- tion down the street was getting thethrowing away the opportunity totomer loses confidence in him as an "B" battery trade, as they made amake money on the side and at theexpert.He looks at the dealer as specialtyof also recharging radiosame time to increase their sale ofsomeone whosellsradiobecause "A" batteries. parts. there is a profit in it, but who does This set the brothers to thinking. Having found that with two smallnot know anything about the tech- Owing to the fact that they hadrectifiers and without the aid of anique of his business.Persons come never undertaken to recharge "A"deliveryservicethey could makeinto our stores almost every day for batteries, they were losing not onlyconsiderable money by recharginga battery or some other part,saying this profit, but also some of theirbatteries, the Blumenstein Brothersthat some auto service station sent "B" battery trade and business innow propose to go into the matterthem in.In other words, because other accessories as well. on a larger scale.This will mean athey have lacked confidence in radio Now, neither of the Blumensteinlarger charging outfit, the establish-dealers in the past, they have gone Brothers, having been in the radioment of a delivery service and thefirst to the auto service station when game four years, intended to sit back it came to a question of buying or and let the trade go right by their charging 'A' batteries. door simply because they lacked a Cost of Battery Charging Service littlenecessary technicalelectrical Are Your "B" Battery Is Negligible knowledge. Sales Falling Off? "It becomesobvious,of course, The answer was to install a re- If you don't recharge "A" thatultimatelytheradiodealer charging station, which they did at batteries, that's the reason. would lose all his trade if such a once. They had the money, they Sam Blumenstein, of Brook- condition continued.This matter of acquired the knowledge, they got the lyn, watched his trade walk allowing your customerstohave charger and now they have the busi- right by into an automobile their batteries recharged at an auto ness. It'sall a matter of simple battery station-watched it, service station amounts to a 'leak' logic and a small investment. that is, until he installed his in the business, and leaks are things Two Small Rectifiers own battery charging service. which should be repaired immediately. Installed at First Now Sammy makes a profit of Consequently, at a smallcost, we However, as they had made it a exactly 92 cents on every dol- have installeda battery charging lar. practice to go slowlyinallsuch Here's how: service and it has proved so success- matters, they did not start in with Cost of current-Six cents. ful that we propose to enlarge it." de- Charge tocustomer-Fifty Lest some dealers balk at the ex- three or four large rectifiers, cents. liveryservice, battery expert,etc. pense of a recharging outfit, let us 5 -amp. and Two-dayrental - Fifty see what it has cost Mr. Blumen- Instead they installed cents. 7 -amp. rectifiers of a popular make. Cost of recharging stein.In the first place, he pur- They differ from the rectifiers used rental when returned-Two chased a 5 -amp. rectifier.This cost cents. $23.The 7 -amp. outfit was slightly in most battery recharging stations Total profit -92 cents on inthat theywill charge onlyat more expensive.With the addition everydollar-orover11 of a quantity of distilled water, some the rate of five and seven amp. an times the cost! hour, regardless of the number of sulphuric acid and a hydrometer his batteries attached.In other words, outfitwas complete. Withthis, 452 RADIO RETAILING, May, 1925 he can recharge a 120 -amp. battery With the larger outfit it will bewhich lasts twelve weeks and in- in about twenty-four hours.Thepossible to charge a battery in aboutcludes thirty-six sessions, each sales- cost of the current he consumes is12 hours, so that the load may beman is given further instructionby approximately six cents while thedoubled without any increase in thethe manager.In this way every field charge to the customer is fifty cents.overhead expense.The new planman becomes a specialist in radio In addition, he charges twenty-fivealso provides that the man who pickswork. cents a day for a rental battery,up the batteries and makes deliveries This advanced technical training willbe a radioexpert,willgiveis required by the type of contract while the recharging of the old bat- which binds each sale made by the tery is under way.This is usuallyservice and, where possible, make sales of parts and accessories. company.Each set is certified for a two-day rental, so he gains an- satisfactory performance, and when other fiftycents, which is almost Thus have the Blumenstein Broth- ers worked out a plan which hassold, is installed for the buyer.All pure profit,since the cost of re- must haveathorough newing the rental battery after eachproved itself practicable and which,salesmen if followed generally, would be ofknowledge of radio in order to meet time itis rented is not more than satisfactorily the problems presented one or two cents.Thus, the profitgreat advantage to the radio trade. Many dealers seem to be contentby the prospective buyer, who is is 92 cents on every dollar, a profit equipped today with an extraordi- of over eleven times the actual cost!with their sales in sets and parts and have not realized that the finestnary knowledgeofradio gleaned After deducting the original cost of fromnewspapersandmagazines his outfit and rental battery, he stillstore in the world in any line of has a profit which is far greatermerchandising will ultimately losewhich have given unceasing publicity it does not provide ato the theory and design of appa- than that which he receives on anyits trade if ratus. sets or parts which he may sell. complete service for that trade. "Another reason why advanced Attracts Other Trade as Well technical training is desirable," says Boston Dealer Demands Mr. Coward, "is that the increasing Quite aside from this one factor, turn -back and re -sale of radio sets however, Mr. Blumenstein has been Trained Salesmen involves a situation which must be able to attract trade to his store That the selling of radio sets canhandled by experienced men only, if which otherwise would have beenbest be accomplished if field men arethe sale is to be consummated to the lost.When customers bring in an of the seller and the "A" battery to be recharged he iscarefully trained inthe most ap-satisfaction proved methodsofmerchandisingbuyer.The re -sale of any product frequently enabled to sell them a newand in radio technique, both theoryand of radio appliances in particular, "B" battery or renew it for them ifand design, is the opinion of John D.imposes great responsibility upon a it is of the chargeable kind, or heCoward,salesmanagerofthesalesman.Too often a good name is may dispose of a tube, condenser,Coward Automobile Accessories Com-lost even through the unintentional rheostat or some other part. Further-pany, Boston.This company spe-distribution of imperfect appliances more, he findsit possible to hold tounsuspecting buyers.A tech- mightcializes in the distribution of stand- customerswho,otherwise, ard, built-up radio sets. nicallytrainedsalesmanwhois drift away from him. Salesmen entering the employ ofequipped with an understanding of Up to the present, the Blumensteinthe company are required to take aassembly and operation is an asset Brothers have not gone into batterycourse at the night radio school ofto a company trading in used outfits. charging ona commercialscale.the Massachusetts Institute of Tech-He is in a position better to guaran- They have merely been experiment-nology.This instruction, given attee the results that may be expected, ing with it to find out if it could bethe company's expense, includes theand this type of man, in the long made profitable.Nevertheless, withtheory and design of radio apparatus.run, is a safeguard to any company, this small station, with no deliveryAfter the completion of the course,whether a wholesale or retail house. service, no advertising and not even a sign over the door, they have net- ted from $50 to $75 a month on the Boston College Has Radio Sales Classes idea and have noticeably increased their sales of parts and accessories. The next stepintheir present plans is the installation of a station in each store which will charge at least a dozen batteries a day, the addition of an automobile delivery service and considerable newspaper advertising.The cost of recharging and delivering a battery will be sev- x0vT-'11:++: ...... d~w,mm ' w enty-five cents which, with the rental 14111111,11, fi !>t;t18911 ". ».y,4 +.,.. ^ cost of fifty cents, will provide $1.25 on each transaction, or about $900 a month on the basis of twenty-four batteries a day for the two stores. After deducting costs for equipment, current and an expert, it is believed that the net profit on the service will still be very nearly fifty to seventy-Night view of Massachusetts Institute ofevening sessionstobetterfitthemselves five per cent. Technology, where radio salesmen attendto sell this highly specialized merchandise. 453 RADIO RETAILING, A McGraw-HillPublication 0y<»t"t-
How the Radio Corporation of America is Meeting the Responsibility of Leadership
It has made America the radio center of the world, through the high power radio telegraph circuits that link our country, by direct radio communication, with seven countries of Europe, with Asia and with South America.
It has developed radio ship sets, and a ship -to -shore radio service that makes the high seas safer, and aids all marine commerce.
It has the technical resources of laboratories fbr research that not only carry on unceasing ex- periment for the perfecting of Radiolas and Radiotrons, but study the problems of high power commercial transmission, and conduct research into every phase of radio.
With its associates, the Radio Corporation of America main- tains ten powerful broadcasting stations, whose programs serve the whole nation: WJZ, WJY, WGY, WBZ, WRC, KDKA, KOA, KFKX, KGO, KYW- from New York to California!
By its extensive research in the development of Radiotrons, the standard vacuum tubes of radio, it has made contributions of in- estimable value to radio prog- ress.
PRODUCED ONLY 8Y RC
454 RADIO RETAILING,May, 1925
b.=irear' dership. quality in performance and in SALES
Radiola $u1oer-lleterodyne Famous for performance! Because it needs no antenna-no connections of any kind, itis the set for summer homes, motor boats, all outdoor places.Don't miss a single sales op- portunity! RADIO CORPORATION OF AMERICA Sales Offices: 233Broadway. New York 10 So. La Salle Street. Chicago, Ill. 28 Geary Street, San Francisco, Cal.
1.
+r1././ +b/V.%'..,NK/'tt.eV.6. YamF" RADIO RETAILING, A McGraw-Hill Publication
A Body Blow to Gyp in helping them to avoid those ad-ing for the store that does it.And vertising and merchandising prac-the cost is practically nothing except Advertising tices which undermine public confi-for the time it takes to make the in- Continued from page 435 denceinclaims made concerningstallations.The same thing applies radio sets, accessories and parts. to a tie-up with news events that are viewpoint of individual purchasers of Each reader of this paper can bebeing sent out, and installing sets in sets or equipment, will be analyzed.of help in the work of cleaning uppublic meeting rooms such as school Eventually definite conclusions willradio advertising.Send in to theauditoriums, municipal buildings, etc. be drawn, but in the form of stand-editors of Radio Retailing, clippings ards, and placed at the disposal ofof any radio advertisements, either radio retailers for their use. of manufacturers or retailers, which Radio Jobbers Adopt In the meantime, and in order thatyou suspect of being fraudulent or Standards of Practice substantial progress may begin with-deceptive.Attach a memorandum out delay, Radio Retailing will pre-pointing out your objections.This The Radio Jobbers' Association of sent in its pages in following issuesmaterial will be forwarded to theNew York recently adopted the fol- specific illtstrations of fraudulent orNational Vigilance Committee of thelowing resolutions: deceptive practices assentin byAssociated Advertising Clubs of the Financial Statements-It is the sense readers, disclosed by our own clip- of the members of the Radio Group, World, at the New York headquar-in order that the Board of Trade may ping services, or turned up by theters.Your name will not be used.be in a position to give prompt and National Vigilance Committee in itsBut inthis way you can help toaccurateresponsetoinquiriesfrom work in the radio field.This presen-protect the industry from the under-those who are seeking to establish credit tation of improper ads will be in the relations, that all individuals, partner- mining influences of fraud and de-ships, or corporations in the various nature of a special service to retailersception. branches of the radio industry should follow the practice required by banks of preparing financial statements and Makes Public Broadcasts of office. Also, sets were installed inshould file with the Board of Trade the West Side High School and inan annual financial statement covering President's Address the Denver Post Office building, thusthe fiscal year in their business. Tying up your sales campaign withbringingtheMaedelCompany's Credit Rules Adopted current news events of national orradio department to the attention of Personal Endorsement - Credits - local importance is always an excel-the crowds who were anxious to hearThat theRadio Group recommends lent way to put your store in thethe address, but who had no sets ofthat all individuals, firms or corpora- tions applying for credit, not satisfac- public mind, thus not only boostingtheir own. torily rated in Bradstreet or Dun should immediate sales, but building future This idea can be profitably used atgive satisfactory personal endorsements prestige. summer resorts, beaches and swim-or guarantees as a necessary prelim- The Maedel Hardware Company,ming pools during the hot weather.inary to the establishing of a credit of Denver, Col., broadcast PresidentWhile setting a receiver up on anaccount. Time and Special Orders-That nor- Coolidge's inaugural address in threeautoandbroadcastingatplacesmal service in the way of stock ship- different places.First, by means ofwhere crowds congregate may notments from a jobber's warehouse be a receiver installed on an automobile,result in immediate returns, it can-within a twenty-four (24) hour period in front of the Denver News -Timesnot help but prove excellent advertis-after receipt of order by the jobber at his office or warehouse, and that service requiring a quicker delivery than above, be considered special and the customer be charged for extra expense of such service. Free Delivery Points-That free de- livery points of jobbers in the Metro- politan District shall be: North-To and including Mt. Vernon and Yonkers, N. Y. East-To and including Jamaica, L. I. South and West-To and including Perth Amboy, New Brunswick, Dunel- len, Summit and Paterson, N. J., and that any shipments from a jobber's warehousetopointsbeyondthose named be f.o.b. point of shipment. Telephone Calls-That the reversal of telephone charges on out of town calls from customers be not permitted. Return of Merchandise-That a job- ber is entitled to make a service charge of not less than ten per cent (10%) on standard material, which thejobber may be willing to take back for credit, but that in all cases written permis- sion must be asked for and obtained Ted Maedel, of the Maedel Hardware Com-radio business, at small cost.Also, Maedelfrom the jobber before return shipment pany, Denver, Col., equipped his automobileset up receivers in a Denver high schoolis made;the charge shall not apply and broadcast the President's recent inaug-and thepostofficebuilding,toget the ural address, locating his set in front of theaddress,which won several good news-where the error is made by the jobber. Denver News -Times office, resulting in somepaperstories and thecommendationof The aboveshall beconsideredas excellent advertising, as well as increasedthose who had no other means of hearing it.standard practice. 456 RADIO RETAILING, May, 1925
Tarts" Buyers Come Back for More
Set Builders Are Steady and Profitable Customers for Pennsylvania Dealer Whose Store Is Just Twelve by C. D. Westbrook,whosegood- whose success is proof of the con natured countenance is looking out tention that parts and accessories atthe world from the doorwayare necessary to build a profitable Eighteen Feet "Large" of his store, is a small -shop dealer trade outside of large cities.
ANYBODY who thinks that thethat shows a steady increase frombuying cheap goods to get a cheap skids are under the parts busi-year to year.The outstanding thingprice.I buy the best parts obtain- ness would do well to stop inabout his businessis that itis aable and in the quantities that earn and have a talk with C. D. Westbrookparts business, practically no setsa profitable discount.I don't try to at East Liberty, Pa. having been stocked or sold and alsoget twelve turnovers a year but I East Liberty is a suburb of Pitts-that it has been built on high gradeknow what my customers want and burgh with a typical shopping centermerchandise with no price cutting. that standard parts bought with a serving some thousands of families knowledge of customers' needs do and off the main street about half a Not Necessary to Cut Prices not depreciate so quickly that they block in a shop that is 12 by 18 feet, to Sell Parts have to be sold out at cut prices." Westbrook sells radio parts. "I would rather keep an article on Complete stock and special atten- A goodsizedilluminatedsignmy shelves than cut the price," saidtion to the set builder's needs is inscribed, "Westbrook's Radio," canMr. Westbrook."In the first placeWestbrook's explanation for his suc- be seen from the main thoroughfareitis not necessary to cut prices tocess."I try to have everything here and this draws some shoppers butmove stock if the stockis boughtthatisneeded by the builder of the biggest patronage comes fromright. By buying right I don't meanalmost any type of set," he explained, the confirmed set builder who has "and astheset builderisnever dealtwithWestbrook'sand who throughbuilding,mycustomers comes back for more and brings keep coming back steadily.I have other customers with him. Elaborate some customers who have built four Westbrook has been in this busi- or five sets for themselves and who ness and thislocationfor about Surroundings spend more with me than if I had three years.Before that he was in and expansive window dis- sold them a high priced set com- the phonograph business and about plays are not necessary to plete. the first he knew of radio was when the suburban or small-town "I think the set builder and the set the bottom fell out of his phonograph dealer'sbusiness. "West - buyer are two different types. They sales.Tracing the cause to the pub- brook'sRadio," ofEast have to be sold by different methods lic interest in radio and set building, Liberty, Pa., does a healthy and that consideratión as much as Westbrook didn't waste any time in parts and accessories trade lack of space has kept me from sell- in a very small store. waiting for the public to come back ing sets. . to phonographs.He had a hunch Residents of the smaller "It is by no means the boys who that they wouldn't come back and as towns are better parts cus- buy the bulk of the parts.They buy they were certainly buying radio tomers than those who live in some but most of the business comes parts he decided that he might as cities,-not because they from men who get a great deal of well sell the public what it was buy- spend less, but because their pleasure from building and altering ing. means of recreation are more and tinkering around with their sets. With an eye to the relation be- limited and tinkering with a They are bugs on distance and get- tween overhead and net profits he radio set gives them the de- ting through the Pittsburgh stations took a small store with a moderate sired "something to do." which are very powerful and hard to rent where he has built a business cut out.They like to come in and 457 RADIO RETAILING, A McGraw-Hill Publication tell me of the results they are getting Special Wiring for "Radio While itisunderstood that the and usually buy something they see loudspeakercircuitsaresupplied before they go out. Outlets in Every Room" with a fairly high voltage, the cur- "And I make sure that my display Not Required rent is generally of very small value is so arranged that several necessary and it is a question if there is any parts, newly marketed or in demand, By VICTOR H. TOUSLEY fire hazard involved.It is a matter Member Electrical Committee, N.F.P.A., catch the customer's eye as soon as Chief Electrical Inspector, City of of common knowledge that telephone Chicago he entrs." circuits for a long time used 110- Parts Sell When Set Business A reader writes in :"A customervolt lighting current for the opera- has asked me to figure on wiring histion of the coin boxes; also,that Declines home so that he can have `radiotelegraph circuits, which in many Other advantages to parts busi-music in every room' as shown incases entered buildings, were taken ness, according to Westbrook, arethe January issue of Radio Retailing.off 500 -volt trolley systems.All of that the business is all cash, that theWhat type of construction mustIthese circuits were, however, classed discounts are good and that the partsinstall in running the wiring? Fromas signal circuits and ordinary bell trade holds up wellin the seasonthe standpoint ofsafety, ordinaryor telephone wiring was used inside when the set business shows 'a de-bell wiring or telephone pairs willof buildings. cline. serve, but I understand some inspec- The writer can see no particular It was impossible to get an ade-tors are requiring pipe conduit.Thehazard in the use of ordinary bell or quate photograph of the inside of thewiring only extends the loudspeakertelephone wiring for the loudspeaker shop because it is too small.Thiscircuit." circuits of radio sets,it being as- small size, 12 by 18 feet, is an aid The subject referredtointhesumed that the restrictions of Rule instead of a handicap for parts dis-above questionis covered by Rule3,702n are complied with.Neither plays,Westbrookdeclares. The3,702n of the National Electric Codeis it the understanding of the writer stock is all out in view of the cus-which refers to radio installations.that the Code has ever intended any tomer.Shelves clear up to the ceil-This Rule reads: "Wires inside ofother requirements than those out- ing,onthecounters,theglassbuildings shall be securely fastenedlined above. Where loudspeakers are counter cases filled, everywhere youin a workmanlike manner and shallused which employalow voltage look there are radio parts and ac-not come nearer than two in. to anystorage battery circuit in addition to cessories.You get the sense that inelectric light or power wires not inthe usual loudspeaker circuit,itis this stock thereis everything theconduit unless separated therefromwell to fuse the storage battery at set builder is likely to want and thatby some continuous and firmly fixedthe battery. is about as good an impression asnon-conductor,suchasporcelain can be made on a customer. tubes or approved flexible tubing,Dealer Displays Photographs Taking Time to Make a makingapermanentseparation. of Popular Broadcasters Ten Cent Sale This non-conductor shall be in addi- tion to any regular insulating cover- A Chicago radio dealer in search- Itisinteresting that Westbrooking on the wire.Storage batteryingforanew pointofinterest pretends to no expert knowledge ofleads shall consist of conductors hav-which would be of help to him in radio.He has learned much aboutingapprovedrubberinsulation.making sales, hit upon the plan of it in three years but has not foundNote: Itis recommended that thegoing tothe nearby broadcasting that his cu4tomers want expert ad-circuit from the storage battery bestations and having personal talks vice. Most of them know radioproperly protected by fuses as nearwith the announcers, then getting pretty well or are willing to experi-as possible to the battery." their autographed photographs. ment until they find out. The photographs were put on the The writer had a chance to see anStorage Battery Leads Must Havewalls of the store, with typed cards example of salesmanship in this shop Rubber Insulation telling all about the announcers and that must be a factor insuccess- Itwillbenotedthatthereisgiving the stations where they an- fully serving the set builder. Acus-nothing in this Rule that specifiesnouncedandthewavelengthsat tomer came in who wanted a clip forthe type of insulation to be used onwhich their stations broadcast. some particular use.The purchasethe interior wiring of the radio set Also the dealer ran newspaper ad- would amount to about ten cents andexcept in the case of storage batteryvertising in which he told about his the customer wanted to look throughleads which shall have a rubber insu-visits to the broadcasting stations a lot of stock. lation.It will be seen also that theand in which he urged the people of There are shops that would notonly restrictions on the manner of have paid much atténtion the city to come in and talk to him tothisrunning the wires is a duplication ofabout their favorite announcers.He dime customer but Westbrook seemedthe restrictions appearing under thealso brought into the talk little hu- to take the same view that thecus-head of "open work" in Rule 501r. tomer did. man interest stories concerning the It was not a ten centThe intent of Rule 3,702n is to keeppopular artists who regularlywere article that he was buying.It was athe radio wires away from light andheard from the stations. part vital to the set he was buildingpower wires.This Rule does not Perhaps other dealers might find and Westbrook took much time andimply, and cannot befairly con-it to their advantage to visit various trouble to see that the customer wasstrued, as to in any way indicate that exactly suited. broadcasting stations and get the the radio wires themselves presentautographedpicturesofthean- That is the kind of salesmanshipany hazard and it will be observednouncers and artists, or to write to that builds a business on good will,that there is no requirement that thethe stations for the pictures, which particularly for a small shop inaradio wires be kept away from the small town. any- stationsareusuallygladto thing else except electric light wires.supply. 458 RADIO RETAILING, May, 1925 "To the Editor" "Radio Retailing's" Readers Express Opinions on Subjects of Vital Interest to the Radio Trade
takes no steps to protect and other-against the other, but rather must re- Customers Buy Sets at Theirwise help maintain this outlet? late their kindred interests. We simply Own Price As far as we are affected by thehave a case of re -adjustment of one local situation, our suggested remedyindustry and growing pains of another. Editor, Radio Retailing: is one straight radio jobber for eachA new arrival in the family sometimes After reading an article published interritory,withafactory -supervisedkeeps its elders awake at night. arecentissueofRadioRetailing,line-up of retailers, each of whom must The "new golden flood from the sale, "Ruining the Radio Business," I mightmaintain such organization as is neces-of radiosets," described in the one say that Providence, R. I., may not besary to properly handle demonstrations,paragraph from which we quote, re- the leading city in price cutting. Peoplesales, installations and service, and amains to be demonstrated, with the li--ing in Canton, Ohio, may now buystrict policy of selling merchandise toaverage music dealer. The figures from radio sets at their own price.F no other retail outlet. our joint inquiry with you into radio sets complete with loudBROADWAY RADIO ELECTRIC COMPANY, costs in the music store, and also your speaker, tubes, batteries,aerial,etc., By Wm. L. Davidson,figures previously gathered from de- sell at $100.Other sets sell at about Kansas City, Mo. partment stores, do not bear out the 30 per cent off list price. statementthat"Some phonograph I am enclosing herewith an advertise- dealers have thus actually built their. ment which appeared in the Sunday total gross sales and net profits far Repository, Canton, Ohio, not long ago.Who Has a Better Word forabove what they were in the old phono- You will note the advertisement plainly graph days." states that people may buy sets at prac- "Loudspeaker"? Admitting the sales and the vast sell- tically their own price. ing possibilities, we see no evidence of Editor, Radio Retailing: a "golden flood" of net profits.Radio CLARENCE W. JENIOR. merchandising must be stabilized, and Massillon, Ohio. Itis too bad that we have not amore evidence must be forthcoming better word for "loudspeaker."Yourthan we now have,beforewe can magazine might well improve upon thisdemonstrate"netprofitsfarabove unfortunate terminology.Some kindwhat they were in the old phonograph Wholesale Houses Should Sellof a contest might bring out a word ordays."Unless it was intended to con- words which would be far superior tofine that comment to a few dealers, Only to Recognized Dealers the designation generally used at pres-some of whom doubtless have made ent. EDWARD I. PRATT, Kellogg Switchboard & Supply Company, money from radio sales, the figures of Editor, Radio Retailing: Chicago, Ill. 2.6% average profit on sales do not I We have read with much interest confirm this point. your page headed "The Gyp Must Go," Then, too, the music dealers whose sand if we may have something to say, figures were available for your analydis we wish to state that we consider that are the alert type, who know more the whole situation is squarely up toFrom the Music Industries about their costs than do others, or per- the manufacturer. haps they are more inclined to show Here in Kansas City we are fairly Chamber of Commerce what they have done than others who free from gyps in the retail game. The cannot show profits.Even these alert wholesalers, so-called, are the ones whoEditor, Radio Retailing: music dealers, proven to be producers are making it difficult to get anywhere Your article on "How Music Dealersof greater sales profits than the de- in the legitimate retail business.WithAre Selling Radio," in your April is-partment stores despite nearly two per possibly oneexception,thestraightsue, is an excellent presentation as tocent higher merchandise cost, are dubi- radio jobbers handle their business inthe facts of radio selling costs, in theousabouttheirservicingexpense. a manner that does not call for criti-securing of which we are glad to haveDoubtless this is a bugbear to all radio cism, but the electrical and general mer-extended our co-operation. dealers, except the fly-by-night "gyps," chandise jobbers, who have no particu- There is, however, a discrepancy be-who must be weeded out before radio lar interest in the retail radio dealer,tween your analysis of the figures ob-finds its rightful place in music store and who sell to anyone anywhere attained and your paragraph on the rela-merchandising. The price -cutting which wholesaleprices,certainlyarenottionship of radio tothe phonographis rampant to -day, the obsolete sets building toward anything permanent inbusiness, for which we wish to offer anstill unsold, the over -stocks and un - the whole radio game. explanation to our members, and youstabilized production, as well as the un- Some well-known receivers are han-doubtless will want your readers toknownservicecosts-allcasttheir dled here by as many as three whole-have it also.Let us agree with yourshadows over the "golden flood" of net sale outlets.Even if two of them havestatementthat"Radiobroadcastingprofits, which we think has yet to reach the best of intention as to a distribu-may have delivered a serious blow tothe retailer of radio. tion plan, the other one can wreck thethe sale of phonographs and records," You sum up our present impression whole layout.Each jobber is seekingand yet we find two leaders inthein your concluding paragraph when you his own retail outlet, whether thru alatterfield,VictorandBrunswick,say: "All in all, though the music dealer regular established dealer, or to thebroadcasting better programs of musicfeels that he has made nowhere near a public at large at wholesale prices, inthanradiohaspreviouslyknown,fair profit on his radio business, he is order to dispose of his quota. thereby increasing their sales of phono-optimistic as to the future of radio To the manufacturer, the immediategraph records. selling.He believes that another two result is the sale of his stock of mer- This indicates that the phonographor three years will see the radio indus- chandise; but how about next year, andinterests, dealer and manufacturer, aretry more stable, resulting in a better how about the dealer's attitude ?Is henot to be left stranded by any "ebbingprofit for the retailer." going to push a set that is so handled?tide" which you mention, but are riding C. L. DENNIS, Manager. Isitto his interest to advertise it?on the crest of a new wave of progress. Trade Service Bureau. Assuming that the retailer is the ulti- We cannot put these two great devel-Music Industries Chamber of Commerce mateoutletforradiomerchandise,opments, the established phonographNew York City where is the manufacturer going if heand the comparatively new radio, oneApril 4,1925. 459 RADIO RETAILING, A McGraw-Hill Publication Window Displays That Flash a
There is nothing that attracts as much attention to a show window as some sort of motion in the window. At the left is visualized, in diagram form, an idea recently put into practice by a Washington (D. C.) dealer. He constructed a miniature dance floor with a number of whirling couples dancing on the floor, with the legend, "Dance tc Radio, prominently displayed. How this idea was carried out may be seen at a glance. The figures are cardboard cutouts, mounted on Cardboard cut-out elliptical sheet -iron bases resting on the dance floor. figures These bases are each revolved by contact with a magnetized pole piece extending through the floor where it, in turn, was made to revolve by a leather belt, which also circled all the other whirling platforms, and was connected with a snail electric motor, which supplied the necessary power.
The stars on this radio window are lettered with the names and call letters of principal broadcasting stations. Note that there are no sets open to exhibit the mechan- ical construction.The William Gushard Company of Decatur, Ill., believes in selling radio to women by showing a feminine figure listening to a receiver and listing the stations she will be able to hear with it.
Here is a window display of the Bissell-Weisert Piano Company,Chicago,Ill., whose very simplicity makes it outstanding. The three most popular musical instruments, the radio, the piano and the phonograph, are presented in an atmos- phere of dignity that puts across its message far more forcefully than would an elaborate presentation. The solid black of the back- ground doorway is softened by the deep gray of the curtain panels at either side. Holding to one color, bit varyingthelightsand shades, seems to be increas- ing in popularity as a mode in window displays.
460 RADIO li.i!.TAILING, May, 192r Radio Message to the Passer-by
The main feature in this attractive display of the Consolidated Music Company, Salt Lake City, Utah, was the picturizationof radio reception from the four corners of the country.Five scenes were painted on a screen in the back- ground, the central scene depict- ing reception of programs at the Consolidated Music Store as they were sent out from Los Angeles, Portland, New York and Cuba. While the rest of the background was solid, the scenes themselves were transparent, and, at night, lights shining through them, bring- ing the scenes into sharp relief, made an arresting picture.The rest of the display included a miniature aerial and aerial towers, with seven radio receivers placed so as to preserve a good balance.
The West Coast seems to be well represented in the matter of unique window displays.Here is an idea used by a San Francisco dealer to tune in au:omatically on any pre- arranged station.The window dis- play depicted a home setting, with the wax figure of a boy tuning a receiver.A sign announced, "To- night at 8.30, our automatic tuner willturn on the program from
TINE CLOCK TO -NIGHT AT 8..30 A utomatsc er will turnen. the 7-0*'"'from
RADIO SET A BATTERY
Station KGO." A time clock cut into the "A" battery circuit(see wiring diagram) closed the circuit at the specified time. The dials were put at the proper settings before- hand. At the right is a typical radio win- dow display of the United Cigar Stores Company. Note the effec- tive display of parts and accessories in an extremely shallow window by the use of panels and shelves in the background. This is an exceedingly well balanced display, presenting a varied assortment of radio products in a small space, and still preserving an appearance of symmetry.
461 RADIO RETAILING May, 1925 462 The Editors Have One Man's Trouble Troubles All only one room in the house.They formerly wanted running water only in the kitchen.And the old-fash- WHEN a dealer cannot sell in competition with theioned phonograph taught them to expect to have music price -cuttingstore,he lingers, languishes and in only one room. fails,-but that is not the end ofit.Every time a But with radio and a pair of bell -wires, one can have dealer goes into bankruptcy his trouble kicks back atmusic in any room at negligible expense-(For, a few the jobber.Also, every time a jobber gets into finan-dollars will wire a whole house). cial difficulties it reacts upon the manufacturer.And If a few radio leaders among dealers and manufac- every time a manufacturer quits he leaves thousands of turers will try out the radio -in -every -room idea in their orphan receiving sets scattered about the country thatown homes, and discover for themselves its appeal, nobody is going to service any longer-which hurts theRadio Retailing believes we shall see the launching of whole radio business in the eyes of the public. a new force for radio satisfaction and loudspeaker sales. That is what makes the distribution policy of every manufacturer of such vital interest to the entire in- dustry.The radio trade cannot prosper, in any oneLearning by the Other Fellow's Experience of its three component parts, if "the man higher up" has dumped goods and destroyed the price. XPERIENCE is the great teacher of practical wis- FL-;dom, but the wise man is the one who learns from the other fellow's experience as well as his own.This A Blow at Fraudulent Radio Claims applies not only to the other man in your particular line, whose triumphs and problems are reported in your HOW Radio Retailing is undertaking to help drivetrade paper.It refers also to the merchants in other fraudulent retail advertising out of radio withfields in your own town. Watch the department stores, the aid of the Vigilance Committee of the Advertisingif you are a radio dealer, and the music shops and the Clubs of the World, is told in detail on a precedingstationery stores; they will have ideas in window dis- page.Here, we believe, is an effort well worth while.play and in store arrangement and in sales enterprise In this and in other respects Radio Retailingis which, though differently expressed, will be applicable endeavoring to help its dealer readers conserve theirin principle to your own affairs. most valuable asset-the good will of the public.Busi- There are allied elements in all retail businesses, and ness men insure their stocks of goods and the buildingsoften ideas which are "old stuff" in one line, will prove in which they do business, but all too often theyover- novel and profit -producing when introduced into your look the protection of consumer good will.The goal ofown business. the industry should be the development of this good will to a maximum point and the two fundamentals- truthful advertising and honest merchandising-will"Mrs. Prospect"-Sell Her ! aid materially in helping retailers attain it. This maga- zine proposes to be one of the agencies through which THE wise dealer will train his whole organization this may be accomplished. to be salespeople from the girl who answers the telephone to the very head of the company.Instead of greeting Mr. and Mrs. Jones,prospectiveradio buyers, in technical terms far above their heads, he Four Sales Instead of One will see that the sales person picks out the selling points do radio dealers continue to sell only oneof the line and in effective tones, closes the sale before WHYloudspeaker per customer, when they might sellthe customer leaves the store. four or five? But more and more the appeal must be directed tc Why not, in fact, provide a loudspeaker for each of Mrs. Jones.Teach the salesmen to ascertain the finish the principal rooms of the customer's house-aswe of the furniture in the prospective customer's living now provide other conveniences?People used to heatroom; then let him pick out a set, the cabinet of which
"After All, It's What the Readers Think
We wishto con- I think the arti- magazinewehave to the dealer.Event gratulatey o uon clesin "Radio Re- seen and we en joyissue is a jewel. your publication,tailing" are fine and everypageofit. D. O. KESSLER, " RadioRetailing."will dog a world ofDo continue it. Zion, Ill. We feel certain thatgood for the radio JAGER-ASMUS itfillsa long felttrade. I sure like "Radio want.Please accept HDWE. CO., Retailing." It is the J. STUART REED, Wyandotte. Mich. our compliments. Charleston, W. Va. bestradio trade THOMAS BARLOW I think "Radio Re- vaper I get. & SONS, LTD. "Radio Retailing"tailing" is one of the H. A. FENSKE, Durban, South Africa. isthebestradiomost valuable help. New Ulm. Minn. RADIO RETAILING May, 1925 This to Say 463 very nearly matches that furniture.All in all, direct inrealreturnsandcertainlylittleaddedprofits. the appeal to the women. Remember that when Colum- Substantial benefit can come only from giving high bus wanted to take that historical trip, he went to theclass programs on such occasions, for whether it be Queen.When she was fully sold on his prospectivejazz or grand opera it must be the best in its class to venture, she went to the King for the money.Whatbecome a good -will builder.Hence if the entire broad- else could the King have done, but furnish that money?casting appropriation be spent on the program and tóll,rather than upon the construction maintenance and operation of the station, the chances of success are Broadcasting as Dealer Advertising often greatly increased. RADIO broadcasting is a powerful maker of good will.But itis not a real substitute for regularSell Him on the "Local" Programs advertising.As a consequence, the radio retailer who wishes to create increased local market for this par- cc ISTANCE" is the claim which every dealer and ticular goods must plan with care any broadcasting Dsalesman is tempted to use. Yet- effort which he expects to make.Otherwise it may It does not pay to show a radio set up too favorably absorb all of the funds which he can afford to expendat first, in your selling talk.One may be able to get for advertising. any station in the country on the set-but do not sell Any broadcasting station, no matter how small,is the customer on the expectation that he can count on a constant expense for maintenance, operation, andcross -continent reception.Make the sale on the basis provision of programs.Small stations are run for aof ordinary daylight conditions-citing the possibility few thousands of dollars per year, but this fact is aptof long-distance as so much extra thrown in, which to be quite as evident to the listener -in as to the auditorshould clinch the sale.For the customer will operate of the owner's books.Big station costs are figuredthe radio in his home 90 per cent on local programs in hundreds of thousands of dollars per year, someand 10 per cent in experimentation with long distance. of the larger units costing more than a thousand dollarsSell it to him on the same basis, and he will not later per day.Consequently the establishment of a broad-be disalípointed. casting unit, even of small size, cannot be lightly un- dertaken by the average retailer. Getting Down Onto the Ground POST mortem talk is easy.But those who find fault Getting In on the Big Stations must remember that the whole radio world has been FORTUNATELY, there is growing up a practice whichriding a great wave of prosperity.It was inevitable will afford to the retailer use of big -station broad-that the time would come when radio would have to casting facilities by rental at hourly rates for a rela-pull itself together or be shaken down into a regular tively small charge.This development is yet initsbusiness, operated in the regular way, with competitive infancy, but gives promise of being asatisfactoryconditions of selling and the same need for creative medium for building of radio good will.From itsmarket development that exists in any other seasonal analogy with long-distance telephoning it has acquired industry. the designation "toll broadcasting." We are all up to the ears in that process right now. It will be well worth while for dealers who desireManufacturers, jobbers and dealers who thought that to do broadcasting to investigate the toll broadcastingradio was to be "all beer and pretzels" are reorganizing facilities in their neghborhoods with a view to arrange-their selling plans and getting down on the hard ment for a suitable period each week or each fortnight.ground.They are going to work to build for stability rather than hastily to commit themselves to unknown and permanence along sound economic lines.And they and probablygreaterexpendituresfortheir ownwill find that radio is just as good a business as any stations from which they can hope to gain much lessman can desire.
w More Comments by Radio Men, That Counts" from the Editors' Mailbag Your "Radio Re-certainly great andjust what the busi-Our subscription fol- tailing"isavery cannot fail to be of ness needs. lows. good set-up for the helptodealersin A. F. SNYDER & SON, retail radio store NORTHERN ELECTRIC Weissport, Pa. radio. COMPANY, and is just what We congratulate they must hove. C. CHARLES, Saulte Ste. Marie, Mich. Dorchester. Mass. you on the quality F. J. HOLZHAUER, "Radio Retailing"of your publication. Toledo, Ohio "Radio Retailing"looks good and GOULD STORAGE The last issue of isthebestofits shouldbehad by BATTERY CO., INC., "Radio Retailing" is kind to date and isevery radiodealer. New York. N. Y. RADIO RETAILING, A McGraw-Hill Publication Newest BooksonRadio A Review of the Latest Publications,Compiled for the Information of the Radio Dealer and HisCustomers. Concluded from the March Edition of "Radio Retailing"
The Super -Heterodyne to repair them and how to build them.grams of ten popular circuits, with all It is a complete radio guide.Up-to-necessary information to build them. By F. F. Webb. Consrad Company,date information is given on the control Inc.New York.46 pages.Paper. Included also are instructions on how Price, 25 cents. of static, atmospheric and directionalto read wiring diagrams, information effects, long and short-wave transmis-on modern, factory -builtsets, and a The purpose of this book is to cor-sion, etc.While the subject matter ischapter on the effect of location on rect any erroneous ideas concerningtechnicalitstreatmentisextremelyradio reception. the value of the super -heterodyne assimple and easily understood. the ultimate in radio broadcast receiv- ers and as well to point out the defects Radio Trade Directory Construction of Radio in each of several types.In addition Receiving Sets to this, full instructions are given in McGraw-Hill Company,Inc., New simple terms, also comprehensive mat-York City.120 Pages.Subscription By L. Day Perry and R. O. Buck. ter explaining each stepin the con-price, $5.00 annually.Published quar-Bruce Publishing Company.Milwau- struction of an efficient super -hetero-terly. kee, Wisc.70 Pages.Price not given. dyne receiver. A trade directory, as completeas it A simplified exposition of radio re- is possible to make, listing all knownception, written forthe "man who manufacturersofradioapparatus,builds his own." Complete instructions How Radio Is Received with their products and trade names. for building various types of receivers By R. S. Ould.Consrad Company, are given. New York City.47 Pages.Paper. Price, 25 cents. Radio for Everybody The Radio Instructor This booklet comprises a simple and By Austin C. Lescarboura. Scientific concise exposition of radio transmis-American Publishing Company. New Professor J. H. Morecroft, Columbia sion and reception, written in languageYork City.361 Pages.Price $1.50. University, Associate Editor and Ad- visor. New York City. Radio Courses, anyone can understand. A new edition,entirelyrewritten,Inc. the first edition appearing in 1922.It 178 Pages.Price, $1.00. tells,in an easy, readable style, the Revised popular edition of the first The Radio Amateur's "hows" and "whys" of radio reception,number, which appeared in 1922. The Handbook with, also, a chapter on broadcasting.five volume "Radio Reading Course," Wellillustratedandauthoritativelypublished by thisconcern,incon- By A. Frederick Collins.Thomastold. densed form.It contains the five lec- Y. Crowkell Company, New York City. tures of the course and teaches the 413 Pages.Price, $1.75. simpletheory,design, construction, An up-to-date, revised edition of the Radio Craft operation and maintenanceof radio orginal, published in 1922.It is what By Frank I. Solar.The Bruce Pub-receiving apparatus.Considered the the name implies-a radio handbooklishingCompany,Milwaukee,Wis.best work in that field and usedas a for the builder of receiving sets, con-30 pages.Paper.Price not given. textbook by several schools. taining full instructions.It includes a summary of radio laws and insur- Mr. Solar, of the Northern High ance requirements. School, Detroit, Mich., has written this manual for boys of high schoolage. Modern Radio Reception Profusely illustrated, it gives the con- By Charles R. Leutz. Experimenters' Principles of Transmission struction of various parts of sets andInformation Service, Inc.New York in Telephony several simple hook-ups. City.337 Pages.Price not given. An exposition of the technique of By M. P. Weinbach, Professor of The Boy With the radio reception, written in clear lan- Electrical Engineering, University of guage, profusely illustrated.In addi- Missouri.The MacMillan Company. U. S. Radio tiontowiring diagrams of New York City.300 Pages.Price not several given. By Dr. Francis Rolt-Wheeler. Loth-popular circuits, with instructionson rop, Lee and Shepard Company. Bos-how to build them, the book containsa One ofthe "EngineeringScienceton, Mass.331 Pages. Price, $1.75. clear explanation of radio parts and Series." A complete textbook for stu- accessories and their uses. dents in electrical engineering, partic- An excellent presentation of the his- ularly in telephone engineering, em-tory, theory and methods of radio, done bodying a rigorous mathematical an-in fiction style for boys of grammar Radio Up to the Minute schoolage. The educationalpillis alysis of the problems met in modernsugar-coated by a light, fictional treat- By John R. Irwin and Arthur R. Nil- telephony.Purely ascientificstudy,ment that should prove popular withson.Edward J. Clode and Company, accurately and authoritatively told. boys. New York City.388 Pages.Price not given. Practical Radio This is a practical handbook, written By James A. Moyer and John F. Henley's Workable Radio in non -technical language, includinga Wostrel. McGraw-Hill Book Company. Receivers complete theoretical and practical ex- New York City. 250 Pages. Price, By John E. Anderson and Elmer H.planation of radio, written from the $1.75. standpoint of the needs of a "listener- Lewis. Norman W. Henley Publishingin."The principles and workings of This book explains radio asitisCompany, New York City.192 Pages.receiving apparatus and circuits are known today.It describes the bestPrice, $1.00. clearly set forth.It includes a depart- kind of sets, how to buy them, how to This paper -bound book contains thement of questions usually asked by operate them, how to test them, howdesign, construction and wiring dia-radio fans and their answers. 464 RADIO RETAILING, ALAI], 1925 Colored Lighting Makes Window Displays Effective Special
Moonlight The Louis D. Rubin Electric Umt- Company, Charleston, S. C., has ° rt OsOo© wired its radio and electric show Q°®°oñ IWI windows according to the dia- gram illustrated on the right. s® a c G o 0 Blue, amber, red, white, green and yellow tinted bulbs are used and by switching from one circuit to another, several color combi- nations can be worked out, such as sunrise, moonlight, twilight, Lantern and Basket Lights in Arches
Foor Lights
etc.With lighting changes, the same display is made to present a different appearance each even- ing. The background of an arbor, with flowers in bloom, climbing the trestle and spreading over the roof of the arbor, gives just the right Spring atmosphere for this time of year, and the use of wax dummies, which, in the soft il- luminations, present an extremely
lifelike appearance, all combine to make Rubin's radio and electric windows one of the outstanding spots on Charleston's main street. Overhead, there are three rows of lamps, as well as several "baby spots" and lantern and basket lights in arches. A single row of bulbs along the lower frame of the window constitutes the "foot- lights."With a display that is already attractive in itself, the colored lighting presents a scene of unusual beauty.
465 RADIO RETAILING, A McGraw-Hill Publication
rWhat's New in Radio and Thiseditorialsectionisprepared purely as a news service, to keep readers of "Radio Retailing" informed ofnew productsonthemarket.
Five -Tube Receiver Radio Retailing, May. 1925 Two stages óf tuned radio frequency amplification, and two stages of audio frequency amplification are used in the new setbrought out by the Sonora PhonographCompany,Inc. 279-281 Six -Tube Receiver Broadway, New York City.three tun- Radio Retelling, May, 1925 ing dials and two filament rheostats Two radio frequency amplifiers,de- take care of all adjustments.Both the tector, and three audio frequency am- grid leak and grid condenser have been plifiers are employed in the new "Neu- eliminated,which removesa possible trowound" setoffered by the Neutro - sourceofdistortion. The cabinetis wound Radio Manufacturing Company, finished in brown mahogany with con- 1721 Prairie Avenue, Chicago,Ill.An cealed terminals and a five foot battery exclusive feature found inthissetis cable extending from the back of the set. the Neutrostat, used to vary the effec- Intended retailprice,lessaccessories. tive plate potential.The set is inclosed is $90.Overall dimensions are 29 in. x in an all -metal case, finished in crystal- 8¡ in. x 11 in. line black and nickel.Three dials pro- vide for the tuning.A cableisfur- nished for battery connections.Overall Five -Tube Set dimensions are 34in. x 9in. x 6in. Radio Retailing, May. 1925 Net weight 23 pounds.Intended retail Two stages of tuned radio frequency price, without accessories, $85.In Can- amplification, detector and two stages ada $115. of audio frequency amplification are em- ployed in the Nameless, Type B -T3 re- ceiver brought out by Rossiter-Manning, 1830 Wilson Avenue, Chicago.A 6 -volt "A" battery and 90 -volt "B" battery are recommended for its efficient operation. Included in the equipment is a Roller - Smith double range voltmeter to indi- cate the condition of the "A" and "B" batteries without the use of a hydrome- ter.Enclosed in mahogany or walnut cabinet, which provides ample space for drybatteries. Intendedretailprice, $198 ;console model with loudspeaker, $325.
Six -Tube Receiver Radio Retailing, May, 1925 Coil Kit Departing somewhat from the usual Radio :ietailing, May. 1925 practiceofAmerican manufacturers, A very commendable attempt to make this set uses three stages of resistance - the popular five tube radio frequency set coupledaudio frequency amplification more flexible to a wider band of fre- incombinationwithtwostagesof quencies is being made by the Washburn tuned radio frequency amplification. The Burner Corporation, Kokomo, Ind., in result, according totheBlairRadio its new type of coil.The coils are of Laboratories, Twenty-third Street and basket weave type and are mounted to Sixth Avenue, New York City, manufac- bases thatfitinto the standard tube turer, is distance, selectivity, and tone socket.There are three coils to a kit quality.It is a well known fact that and three kits to a set.The range of resistance -coupling is superior to trans- the kits in meters is, 40 to 180, 100 to former coupling for clarity and distor- 300, and 224 to 555.The intended retail tionless amplification, so,this set now prices per kit are, $7, $8 and $9. being placed on the American market should meet with favor with the radio public. Thecabinethasmahogany or walnut finish, with sloping bakelite panel and three large dials, as shown in Fixed Crystal Receiver the illustration.Other features claimed Radio Retailing, May, 1925 by the manufacturer are, straight line A small fixed crystal receiver is made condensers,special battery cable, and by the L. D. Van Valkenburg Company, that it can be used with all types of Holyoke, Mass.The base is mahogany tubes and aerials.The set is sealed at finished with a satin -finished aluminum the factory and is guaranteed for one plate on top.Tuning is done by means year if the seal is not broken.The in- of a coil slide.For the receiver alone, tended retail price is $75. the intended retail price is $3.50.With phones and aerial, outfit is $8.50. Radio Cement and Varnish Radio Retailing, May, 1925 A high-grade "Nitro-cellulose" cement and varnish is being marketed by the PhenixAircraftProductsCompany, Williamsville, New York. Itissaid Five -Tube Receiver to be a quick drying, highly insulating, Radio Retailing, May, 1925 water -proof varnish, for cementing, and insulatingcoils,wires,paper,wood, "Mayflower 5" is the name of a new glass, foil, rubber, and other materials. live -tubereceiverannounced bythe A liquid spaghetti claimed to be water - Wheelock Manufacturing Company. and oil -proof is also made by the same West New York, N. J., sold through the company which dries to a thin brilliant C. & M. Sales Company, 154 Nassau colored film.The intended retail price Street, New York City.Enclosed in of the varnish is 25c. for a 3 -ounce bot- mahogany cabinet with bakelite panel. tle and 25c. for a 2 -ounce bottle of the Intended retail price, $60. spaghetti which may be obtained in six different colors.
466 RADIO RETAILING, May, 1925
News of Latest Products Where to Buy It Gathered by the Editors It should be noted that all announce- ments appearing on these pages are published without advertising con- siderations of any kind whatsoever.
Three Tube Reflex Radio Retailing, May, 1925 A unique,originally designed three tube reflex receiver, with a single con- trol is being made by the Electrical Re- searchandManufacturingCompany, Waterloo, Ia. The set makes a very neat appearance as can be seen from the il- lustration.Thisisthe standard set, although it is made in portable and con- sole models.Intended retail price, $100. Five -Tube Receiver Radio Retailing, May, 1925 Known as the "Gar -Shear -Dyne" TRF Five -Tube Console Type 25,isthefivetube tuned radio fre- quency (two stages) receiver, built by Receiver A. J.Gardenhour,ArcadeBuilding, Waynesboro, Pa.The set embodies low Radio Retailing, May, 1925 lossconstruction throughout and has A beautiful and attractive addition to the speaker in the rear.The front pre- the drawing room is found in the new sents a very neat appearance with the No. 53 "Logodyne" console model manu- crystalline finished panel as can be seen factured by the Kodel Radio Corpora- in the illustration.Two phone jacks in tion, 111-120 West Third Street, Cincin- the front permit the use of phones with nati, O.On the left, as is shown in the or without the speaker.Intended retail illustration, is the loud speaker, and on price $110. the right is ample space for batteries, etc.It is a tuned radio frequency re- ceiver with aslopinggoldengraved Formica panel.Inside the set all wires Three -Tube Receiver are concealed beneath a The front opens down and may be used for Radio Retailing, May, 1925 writing.All three doors have locks on Forthesummervacationistwho The intended retail price is $250. would take his radio set in his car the them. Radio Auto Distributors, 920 D. Street. N. W., Washington, D.C.. have their Five -Tube Receiver Model 3-P Airtone. It employs a special patented circuit with two tuning con- Radio Retailing, May, 1925 trols and three tubes.Itis encased Aspecialcircuitcontrolledbya in either walnut or mahogany with a three -position switch is incorporated in built-in loud speaker which utilizes a this five tube tuned radio frequency re- Baldwin H Radlon horn.It may be ceiver, so that its operation on the lower used with either a storage battery or wave lengths will be more satisfactory. dry cells and may also use any kind of explains the Hallock and Watson Radio an antenna,itispointed out by the Corporation, 190-192 Park Street, Port- maker.The overall dimensions are 8 in. land, Ore., maker of the "Halowat" re- x 19 in.Intended retail price of $60. ceiver. The cabinetis hand finished. dark walnut withasloping,walnut formica panel,7in. x 21in. x in. Loud Speaker General radio condensers, low -loss radio frequency coils and "Hedgehog" audio Radio Retailing, May, 1925 frequency transformers are used.In- Made entirely of wood and finished in tended retail price is $90. walnut or brown mahogany is the "Tele - tone" type L S loud speaker made by covered,listedat$16 ; theNo. 51 the Teletone Company of America, 449- Three New Models "Special,"a two -tube receiver similar 453 WestForty-secondStreet.New to model 51 but with sloping panel set York City.It stands 152 in. high, re- Radio Retailing, May, 1325 in a cabinet large enough to hold the ea cord. Added to the line of receivers made necessary batteries. This model is listed The intended retail is 7Cof$30. by the Crosley Radio Corporation. Cin- at $23.50 ;then the No.52"Special" Tintapr cinnati, Ohio, are three new models, ex- which is the old No. 52 model encased clusive of the "Trirdyn Special" which ina new andartisticcabinet with was described previously in this section. sloping panel.This model is also made These new models include the No. 50 to accommodate batteries.Itislisted one -tube portable set, leatherette at $35.
material are wasted in enlarging sets. Additional Units for Building the RadioProductsManufacturing Company, 501 South JeffersonStreet, Up Radio Set Chicago, has arranged to furnish addi- tional units which may be added to the Radio Retailing, May, 1925 set from time to time as desired.These Radio beginners,itispointedout, parts are known as the "Add -a -Unit" usually purchase small outfits at first lineandincludevariometers,vario - and as their knowledge of radioin- couplers, coupled circuit tuners, detector creases, try to obtain better and moreunits and amplifying unitsforboth up-to-date sets.So that no parts oraudio and radio frequency.
4i;7 RADIO RETAILING, A McGraw-Hill Publication
What's New in Radio and Where to Buy It
Five -Tube Receiver
1Fi iii 141 i l lli d Radio Retailing, May, 1925 Selectivity, tone, volume, ease of tun- ing and stable operation, are some of the features pointed out by the W -K Electric Company, Kenosha, Wis., mak- er of the "Oro" model 7 receiver.The circuit uses new principles which enable the operator of the set to separate dis- tant stations with a differenceof1.5 "1lij,' EIEtTRADYD( :ji Si meters or less.There is also a feature ,,m* which permits the user to adjust the set G//'j 1il'ÍII to maximum efficiency to the particular i,F,+',4fE ,i;i aerial being used.Two major tuning 9 :` ' controls are used. . The cabinet of solid D.r.,. ii ' ii: mahogany, with B battery compartment below, has overall dimensions of 15in. . x 12 in. x 25in. The intended retail price,less accessories,is$150. Three other models are also being offered. A.C. Operated Two -Tube Reflex Radio Retailing, May, 1925 Five -Tube Receiver In the "Electradyne," made by the Radio Retailing, May, 1925 Peerless Radio Corporation, 5245 A recent addition to the line of radio Ravenswood Avenue, Chicago,Ill.,one receivingsetsoftheAtwater Kent finds a two -tube, two control, reflex set Manufacturing Company, 4700 Wissahic- that does away with an A battery by kon Avenue, Philadelphia,Pa.,isthe using the house current (110 volts 60 Model -20 -compact. Itcomprisesthe cycle).The loud speakerisbuiltin usual two stages of tuned radio fre- with plenty of room on each side of the quency amplification, detector, and two < sound chamber for B batteries. A Bald- stages of audio frequency amplification, win Type H phone is used for the loud with three tuning dials.Overall dimen- speaking unit.Withsolidmahogany sions are 61 in. x 192 in. x 52 in.In- cabinet the intended retail price is $125 tended retail price without accessories complete. but with battery cable attached, $100. Loudspeaker Radio Retailing, May, 1925 Unusual in design and construction is Loud Speaker the "Victor Lumiere" loudspeaker, the Radio Retailing, latest product of the Victor Talking Ma- May, 1925 chine Company, Camden, N. J.It con- sists of a highly sensitive electrical unit The Spartan Electric with special diaphragm, which, in turn, Corporation,99 Cham- actuates a rosette or pleated diaphragm bersStreet, New York of parchment, as can be seen in the il- City, has announced a lustration. Therearetwoofthese new laud speaker em- diaphragms, one on the "face" and one ploying a hard rubber on the rear.It has the appearance of horn and a bakelite base a mantel clock, is finished in brown ma- which includesadia- hogany, with the diaphragm finished in phragm adjustment on mottled brown to match, and uses the the sides.This assists same wood as is found in Victrola in- greatlyingettingthe struments. The speaker isadjustable besttonequalityand for volume by a lever.It is said to be sensitivityfromthe super -sensitive,to have great volume, speaker. Intended retail and reproduce faithfully.The intended price, $10. retail price is $40.
Loudspeaker Radio Table Radio Retailing, May. 1925 The model BG Baby Grand loud- Radio Retailing, May, 1925 speaker, using the G -G -H Model WU A radio table, with room for batteries constant tension diaphragm unit, is now and loudspeaker horn, has been put on offered to the radio public by the Grigs- the market by the Wasmuth-Goodrich by-Grunow-Hinds Company, 4540 Armi- Company, Peru, Incl.The front is made tage Avenue, Chicago, Ill.The horn is of selected mahogany ply wood, and the made of DuPont Pyralin,which,the rest of the cabinet of suitable materials, manufacturer points out, has no audible finishedin duo -tone brown mahogany. period of vibration.The overall height The drop door infront hinges to the is 13 in. with a bell diam. of 9in.An top and when raised is an arm rest for exclusive feature with this model, as tuning.There is also a false panel back well as with the WG-10 model, is the of this so as to hide the batteries when constant tension diaphragm.Complete the front is raised.The hinged support (which is9in,in diam.) at the back witha5 -footcordandadjustable will hold any loudspeaker, bringing the volume control the intended retail price horn above the set.The overall dimen- is $9 ;that of the WG-10, $12.50. sions of the table are 30 in. x 31 in. x 12ain. The battery compartmentis 2811in. x 11 in. x 10 in.The ,intended retail price is $20.
Three -Tube Set Radio Retailing, May, 1925 Using the "Uncle Sam" coilcircuit, with any kind of tubes, the "Penn C" special, made by the Pennsylvania Wire- lessManufacturing Company, 507-511 Florence Avenue, New Castle, Pa., tunes from 200to 600 meters.The cabinet isof black walnut, with a panel of bakelite mahogany and dials to match. Jacks are provided on the first and sec- ond stages and the amplifier tubes have automatic filament control.About $65.
468 RADIO RETAILING, May, 1925
News of Latest Products Gathered by the Editors
Cabinet with Built -In Horn Radio Retailing, May, 1925 The new Blandin 35-D is a completely self-contained cabinetwithbuilt-in loudspeaker horn and two B battery compartments, made bytheBlandin PhonographCompany, Inc., Racine, Wis.Batteries and horn are reached through a door opening in the rear of thecabinet. The upper compartment accommodates a panel 7 x 26 in. and is 101 in. deep.Itis built of solid select Honduras mahogany, with back panel and extra mounting board of bass wood. The horn is of Oregon spruce, back of a silk lined grill.A hand rubbed lacquer finishisgiven thecabinet. Intended retail price is $35.West of the Rockies, $38.50.
Portable Receiver Radio Retailing, May, 1925 "One radio receiver for two uses" is Four -Tube Loop Receiver apparently the motto of the Operadio Radio Retailing, May, 1925 Corporation, 8 So. DearbornStreet, Chicago,Ill.,which manufactures the Known as the "Just -Rite," and made Operadio portable receiver.The receiver in both console and table models, the itself has had no material change made Air -OlaRadio Company,Huntington, in circuit or design, but two models of West Virginia, offers a four -tube, single console cabinets have been designed in dial, loop receiver.Two tubes are re - which the portable set may be placed. flexed with the use of a crystal receiver. A loop antenna built in the cabinet takes Automatic filament control is used with the place of the regular external loop the 201-A tubes required.Intended re- and if directional loop effects are neces- tail price of the console type complete, sary the regular loop may be plugged less tubes and batteries, $250.That of through the top.When it is desired to the table type with loop aerialonly, take the set on an outing, the cover of $133.50. the consoleisraised,the receiveris lifted out, and you have a self contained six portable receiver.Intended re- Eight -Tube tailprice,complete,$273.50;cabinet only, $84.50 ;portable receiver, $189. Radio Retailing, May, 1925 In the P.R.4 and the P.R.6 the Priess Radio Corporation, 693 Broadway. New York City, has recently brought out two 8 -tube reflex receivers.The former is a table type and the latter is a console type with loudspeaker builtin. They are designedfor loop antenna,using Combination Console either dry -cell or storage -battery tubes. With the announcement of these two Phonograph Receiver sets it is stated that the P.R.3 and P.R.5 Radio Retailing, May, 1925 have been withdrawn from the market. One of the three new "Phonoradio" The intended retail price of the P.R.4 is consoles, made by the Wasmuth-C7ood- $165 and that of the P.R.6 is $275. rich Company, Peru, Ind.,is shown in the illustration.It is called the "Verdi" console model, obtainable in either burl Loudspeaker walnut or figured mahogany, and con- tains the new Emerson phonograph with Radio Retailing, May, 1925 Music -Master full floating horn, copper The new adjustable "Table Talker" screened frontgrille, Heinman double announced by C. Brandes, Inc., 237 La- spring motor, disappearing drop front fayette Street, New York City, has a door, tone modifier, battery compartment gooseneck horn of fibre and an adjust- with rubber mat and back door.In- ment lever at the bottom of the base. tendedretailpricewithoutset$150. The horn is 18 in. high, has a 10 -in. bell, Complete with four -tube Federal non - and isfinishedin a neutral shade of regenerativeset$300 or with aflve- dark brown with afelt padded base. tube Howard neutrodyne $375. Sold under the Brandes guarantee and furnished with a 5 -ft.polarity -indicat- ing cord, it has an intended retail price of $10.
Loudspeaker Radio Retailing, May. 1925 "Federal" Type 180 is the loudspeaker offered by the Federal Telephone Manu- facturingCorporation,Buffalo, New York. The horn is of moulded rubber of the goose -neck type, 23 in. in height, and the bellis18in.in diam. Itstotal weight is 19 lb. and it has a mica dia- phragm with no volume adjustment. The mechanism is of the permanent magnet type having a suspended armature.It may be used with any tubes from the UV -199 type to the UV -202 type and is unique in that it will take all the power suppliedtoitwithoutinjurytothe mechanism or quality of reproduction, the manufacturer declares.Intended re- tail price, $60.
469 RADIO RETAILING, A McGraw-Hill Publication
What's New in Radio and Whereto Buy It
Collapsible Loop Antenna Radio Retailing, May, 19.5 The "Lincoln"loopiscomposed of sixteen turns of No. 38 gauge wire, 60 strandsofcopper and 5 strandsof phosphorbronze,thelattertogive strength and prevent stretching.Itis made by the Lincoln Radio Corp., 221 North Wells Street, Chicago,Ill.Two binding posts are placed near the base. The natural period of this loop is 140 meters.\Vhen shunted with a 23 -plate variablecondenseritcoversawave length range of 190 to 620 meters.Ex- tended the loop is 313in. high and 28 in. wide.When collapsed it fits into a packing tube 33in. in diam. and 19 in. long. Intended retail price, $6.50.
Short -Circuit Signal Spring -Cap Binding Posts Radio Retailing, May, 1925 Radio Retailing, May, 1925 A warning signal device known as In order to eliminate the inconvenience the "Kant-Blo" is now being produced ')f radio binding posts which have to be by the Ganio-Kramer Company of 238 screwedtogether,theGanio-Kramer WestFifty-thirdStreet,New York Company of 238 West Fifty-third Street, City, in two styles.One combines the New YorkCity,hasplacedonthe short-circuit signal with a negative "B" market binding posts with spring caps. battery binding post while the other is In order to place a wire in these bind- furnishedinan "A" batteryswitch ing posts,itisonly necessary- tolift style.A special minature lamp in the up the cap, insert the connection in a signal, which is installed on the panel holeprovidedforthispurposeand of any radio set, becomes illuminated release the cap.A spring in the cap when a short-circuit occurs. holdstheconnectionfirmlyinplace. The retail price of the binding post These binding posts can be obtained for style signal is $2 and that of the battery antennas, ground and the various bat- switch style is $3.Replacement lamps tery connections, all visibly marked. fitting either style list at 75c.
Battery Cable T ES TED V¡ LEAK Radio Retailing, May, 1925 The "Premier" five -wire battery cable of the Crescent Braid Company, Pro- vidence,R.I.,employsfivedifferent ',4 MILK G LASS mss.: colors for identification of leads and is equipped withclipsfor "A" battery = connections and lugsfor "B" battery i connections ;also lugs for set connec- rur. tions. CLEAR GLASS :,:
Grid Leak Radio Retailing, May, 1925 Cutting Tool The "Tridot" grid leak manufactured Radio Retailing, May, 1925 by the Tridot Electric Company, Inc., Used as a hand tool or applied to 16 Hudson Street, New York City,is brace or drill press, the Economy Fly tested,glassinclosedand guaranteed Cutter is particularly designed for cut- accurate. Theresistanceelementis ting holes in panels.It is made to cut impregnated paper which makes the steelas well as insulating materials. carbon an integralpartof the wood The manufacturer is the Economy Screw pulp of which the paper iscomposed. Corporation, 5215 Ravenswood Avenue, Intended retail price, 35c. Chicago.Intended retail price, $1.
Tester for Tubes, Loud- speakers, Etc. Radio Retailing, May, 1925 R. M.Peffer,Harrisburg,Pa.,has C- . O _ - " designed a testing device to test vacuum tubes, head phones, loudspeakers, trans- formers, etc.It is also made to show opencircuitsorgroundedcircuitin phones, amplifying transformers, jacks, Adjustable Template coils, etc. Radio Retailing, May, 1925 To indicate the exact location for the drilling of holes in panel or baseboard of any radio set, the Bridgeport Hard- ware Manufacturing Corporation, Bridge- One -Knob Vernier Condenser port, Conn., has introduced its "Radio- Radio Retailing, May, 1925 Lectric" adjustable template whichis One knob makes both the group plate made to fit on any part and which is and the vernier plate adjustment, de- then lockedinposition by the thumb clares the Cruver Manufacturing Com- nut. pany,2456 West JacksonBoulevard. Among the other radio tools made by Chicago,ofitsnew condenser.For the company is a nut forcep, No. 44.2. rough adjustment, when this knobis which givesthedesiredgriponall turnedineither direction,the vernier sizes of knurled, hex and square nuts plate lines up with the group plates and and socket wrench sets which are sold operates as one of them,itis pointed in two groups, No. 480 comprising sizes out.Vernier adjustment is then made and 8 in. and No. 485, containing by turning the knob intheopposite these sizes and two additional sizes, >ze direction. The "Proudfoot" condenser and 3in.Intended retail price of the is intended for sale at $3.75 for 13 -plate, template is 50c. ;forcep, about 60c.; and .00025 m.f.c. type ;$4.50, 25 -plate, .0005 wrenches, 50c. and 80c. m.f.c. ; and $5.75, 43 -plate, .001 m.f.c.
470 RADIO RETAILING, May, 1925 News of Latest Products Gathered by the Editors
A and B Battery Charger Radio Retailing, May. 1925 A permanently connected charger for both A and B batteries is offered by Globe Electric Company, 14-28 Keefe Avenue,Milwaukee,Wis. Charging either A or B battery is accomplished by moving aswitch. Accordingtothe manufacturer, any voltage of B battery up to125volts may be chargedin series, with a charging rate of 3-10 amp. maximum, with from 1 to 5 twelve -cell batteries in series. The A battery charg- ing rate is 28 amp. maximum. Made for 110 -volt,60 -cyclecurrentonly. In- tended retail price,$30. Sound Reproducer Radio Retailing, May, 1925 Therefinedtoneofthe"Wilfert" radio speaker, made by J. Fred Wilfert, 21 Cambria Street, Boston, Mass., is due, Radio Table and Loudspeaker says the maker, to the elimination of the customary horn and using instead Pedestal severalchambersofdifferentsizes, Radio Retailing, May, 1925 through which the sound waves are fil- A new radiotable,designed exclu- tered.The chambers are built of wood sively for the Model 20 Atwater Kent on the principle of violins.The wood receiver, has been announced by the is mahogany with a rich rubbed finish. Chas. E. Roat Music Company, Battle It is a patented device, and has an in- Creek,Mich. The dimensionsofthe. tended retail price of $30. table are 30in. wide, 28in. high and 12 in. deep.The pedestal is 26 in. high, with a top measuring 101 in. x 10$ in. The tops of both table and pedestal are Aerial Device Utilizing of mahogany while other parts are of gumwood, finished to match the radio Telephone Wires set.The shelf at the bottom of the table is strong enough to hold the bat- Radio Retailing, May, 1925 teries although itis recommended that When placedunderneaththetele- they be placed in the basement. phonedeskstand,the"Remofone" aerial, brought out by the Reino Cor- poration,Meriden,Conn.,takesthe place of an outdoor aerial.The wire, as seen in the illustration, is connected to the aerial post of the set and energy Battery Crystal ispicked up by inductionfromthe Radio Retailing, May, 1925 ungrounded side of the telephone line. That it is a power unit within itself, Signal volume may be regulated by the delivering 25 to 50 millivolts right into relation of the base of the desk stand the most sensitive part of the circuit, to the surface offered by the Remofone. which isin turn amplified, is claimed A device of this sort should be found for the new battery crystal brought out valuable by apartment dwellers, as it is by the A. H. Miller Radio Company, unnecessary to tamper with the telephone 1220 TwentiethStreet,Detroit,Mich. in any way.The intended retail price The crystalis made to fit any size of is$1. standard crystalcup. The rectifying properties of radio signals are amplified in the battery crystal by charging or electrifying the crystal and keeping it electrified to a certain potential it is ex- plained.By means of a "Pep Powder," developed by the company, the battery crystal is kept at the peak of efficiency, the company pointsout byrecharg- ing with the powder.Intended retail price, $1.
spring binding posts, are at each end of Antennae Ribbon the coil which is 50 feet long.The in- Radio Kit Radio Retailing, May, 1925 tended retail price is $1.25. Radio Retailing, May, 1925 A ribbon conductor called "Zincalitc The Lincoln Kit, made by the Lin- Double -All," made from a specialal- colnRadioCorp.,224NorthWells loy, having a maximum conducting sur- Street,Chicago,Ill.,containsallthe face in proportion to weight, is offered parts necessary for the construction of by the Morris Register Company, Inc., a complete "Long 45" set.The panel 2925 Broadway, CouncilBluffs,Iowa. is drilled ready for mounting the appa- Insulating attaching pieces, fitted with ratus. Necessary toolsare a screw- driver, a pair of pliers and a soldering iron. Fullinstructionsandcircuit drawing in every Lincoln Kit.Intended retail price. $21.5n. Battery Cabinet Radio Retailing, May, 1925 Made from No. 14 gauge sheet metal, and thoroughly protected against cor- rosion by a covering of acid proof com- pound, are the battery cabinets offered by the Morris Register Company, Inc., 2925 Broadway, Council Bluffs, Iowa. The size made for "A" batteries is 12 in. x 9 in. x 101 in. while that for "B" bat- teriesis18in. x 7in.x 4in. All openings for wires are protected by rub- ber grommets. The intended retail price forboth typesofcabinetsis$7.50. Cabinets may be had in any size to fit the standard batteries in use, the maker states.
471 RADIO RETAILING, A McGraw-Hill Publication
What's New in Radio and Whereto Buy It
Vacuum Cup Battery Mat Radio Retailing, May, 1925 Safety for floors and rugs can now be assured by the use of an acid proof, non -blooming rubber battery mat made by the Alpha Radio Supply Company, Inc., 621 Broadway, New York City. extrathick and high edge borderAn used to prevent any of the acid Whichis might spill over, from overflowing.A unique feature pointed out by the manu- facturer are the vacuum cups distributed over the surface of the mat which holds the battery firmly inplace. Intended retail price, $1. Capacity Unit Radio Retailing, May, 1925 For short wave work the "Remler" type 630 variable capacity unit, made Crystal Set by the Remler Radio Manufacturing Company, 182 Second Street, San Fran- Radio Retailing, May, 1925 cisco, Cal., is claimed by the maker, to Equipped with binding posts to take be most adaptable due to its exception- four sets of head phones, is the special ally low minimum capacity.It has a feature given by the Gundlach-Manhat- novel feature, in that it uses twin rotors tan Optical Company, Rochester, New with 360 degree dial rotation and vernier York,initscrystal receivingset. A control.Bakelite is used for insulation two -slide tuner is used with an adjust- and gears, with the connections being able crystal.The intended retail price made from the rear.Condenser gear- is $6 ;headset, $6. ing can be meshed so condensers can be mounted in "gangs" of two or more and controlled from a single dial.The plates are made from sheet brass,die em- bossed and tempered.A space is pro- vided on the face of the dial, which is Audio Frequency Transformer fitted with a renewable paper chart, for Radio Retailing, May, 1925 recording callletters, wave length, or Being abletochange theratio both of each station.The dial is 4 in. your audio frequency transformer is ofa in diam. with a large knob of moulded distinct advantage if you want to change bakelite.Made in capacities of .00035 it from the first to second stage. and .0005 mfd., with a minimum ca- can be done with the type "M" audioThis pacity for both of .000003 mfd. and an transformer, manufactured by the intended retail price of $5. American Apparatus Company, Rich- mond, Ind.The ratio may be either three to one or five to one, permitting the transformer to be used in the first, second or third stage without distortion. Two other transformers are also made by the same concern which are plain three to one and five to one ratios.In- tendedprice,type"M,"$5.00,other Rectifying Tube types, $4.00. Radio Retailing, May, 1925 Givingaconstant output of from 30 to 50milliamperesand guaranteed for at least Low Loss Doughnut Coil a thousand hours,is FL the"Puratron"tube Radio Retailing, May, 1925 % mace by the Puratron A feature of the new "Thorola" low Sales Company, 1026 loss doughnut coil is that due to the fact Drexel Building, Phila- that the magnetic field is entirely con- delphia, Pa. This tube fined,intercouplingbetweenvarious RECTIFIER is designed to be parts of the set has been eliminated. TUBE used for "B" battery This coil, the manufacturer points out, TYPE P eliminaters. Intended will not pick up or absorb any signal i .III other than that brought in by the an- retail price, $3. tenna system. Two types of this toroidal type coil will be placed on the market. 00 oneas antenna coupler and one as radiofrequencytransformer. Itis manufactured by the Reichmann Com- pany, 1725 West Seventy -Fourth Street, Chicago, Ill. Super -Heterodyne Kit Radio Retailing, May, 1925 For those who wish to build their own super -heterodyne,the "W. R."super- heterodyne kit and blueprints manufac- tured by William Rosenbloom, 11 Deer- ing Road, Mattapan, Mass., have been placed on the market.One oscillator coupler, one antenna coupler, one filter Variable Condenser transformer, three intermediate trans- Radio Retailing, May, 1925 formers, and instructionsfor the as- Even distribution of stations over the sembly of the set, are contained in the dial is one of the features of the "Ultra kit.A two -dialcontrol, and a high Low Loss" condenser manufactured by grade of selectivity are two advantages the Phenix Radio Corporation,114-A pointed out by the manufacturer.Any East, Twenty-fifthStreet,New York standard tube may be used, this being City.Due to the cut of the stator plates, determined by the type of socket used. the wave -length curve is a straight line, Intended price, $10. while an adjustable ball bearing insures smooth action and even calibration. minimum amount of bakelite insulationA has been used, and a minimum of metal in the high frequency field tends to re- duce the losses still further.Intended price, $5.
472 RADIO RETAILING, May, 1925
News of Latest Products Gathered by the Editors
Two -Amp. Battery Charger Radio Retailing,May, 1925 The new "Rectigon," made bythe WestinghouseElectricandManufac- turing Company, East Pittsburgh, Pa., has been designed to charge any com- bination of storage A and B batteries as well as three to six -cell automobile batteries. The insulatedsecondary windings for A and B battery charging is a feature not previously incorporated Five -Tube Receiver in chargers.The unit is moisture proof and the case is finished in maroon. Radio Retailing, May,1925 Two stagesofself -balancedtuned radiofrequency amplification, non - oscillatingtuneddetector,andtwo stages of audio frequency amplification make up the circuit of the new "Arbor - Portable Case phone"brought outbytheMachine Specialty Company, 406 Marquette Radio Retailing, May,1925 Building, Detroit, Mich.An automatic As a solution to the portable builder's filament control is used with the audio problem, the "Karryadio Case" is being frequency tubes.One rheostat is used made by the Armley Radio Corporation, for the dual purpose of filament control, 27 East Twenty-first Street, New York and a potentiometer for the radio fre- City.Itis made of blackfabrikoid, quency tubes.Low loss parts are used with collapsible horn, pivot loop aerial, throughout.The cabinetis two -toned and compartments for A and B bat- walnut, 27 in. x 9 in. x 10 in.A two - teries.The overall dimensions are 185 toned bright and dull black front panel in. x 142in. x 51in. It has an in- is used.Intended retail price, $55. tended retail price of $15.To go with this case the Armley Radio Corporation has also a six tube (UV -199), three - control, tuned radio frequency set whose dimensions are 71in. x 18in. x 5in. Intended retailprice$60,lessacces- sories.
Direct -Reading Capacity Meter Radio Retailing,May, 1925 Toobtaincapacitymeasurements ranging from 0.001to10 microfarads with an accuracyto one-halfofone per cent, the General Radio Company, Cambridge39,Mass.,hasplacedon Reflex Receivers the market the type 240 capacity meter. Itconsistsof a capacity bridge with Radio Retailing,May, 1925 variable resistancesinthe ratio arms Simplicityofoperationandneat and capacitances in the unknown and efficient wiring and apparatus, together standard arms.The inputis from a with a well designed panel face are fea- speciallydesignedmicrophonebuzzer, tures ofthetypeR-3 three -tube supplied from a 41 -volt dry battery con- reflexreceiver,manufactured by the tainedinthe case.Provisionisalso Barnett -Lloyd Company, 19 South Wells made for the use of an external battery. Street, Chicago,Ill.The makers also Itisespecially suitedtothe uses of pointoutthat unusualselectivityis condenser manufacturers, whereby con- secured by using the "Hi -Power" tuner, densers may be quickly and accurately another product of this concern, which testedtoastandardcapacity. The was designed for use in reflex circuits. power factor dial offers a ready means The makers also announce that the three of detecting condensers with high losses. tube reflex can be had in a "Pooley" It has an intended retail price of $80. consolecabinet.The type DX -5re- ceiverisa five -tube tuned radio fre- quency using Diamond Weave coils.It issaidbythemanufacturerthat unusual selectivity and tonal quality are the two outstandingfeaturesofthis Five -Tube Receiver receiver.Intended prices are, type R-3. $80, with Pooley cabinet,$200. Type Radio Retailing,May, 1925 DX -5, $125, with Pooley cabinet, $24a. The Washburn Burner Corporation, Kokomo, Ind., makes a five -tube, three control, tuned radio frequency receiver, using coils that have a range of from 224 to 555 meters.Its intended retail price is $90 f.o.b. Kokomo.
Grid Leak Radio Retailing,May, 1925 Fixed Condenser An entirely new method in the manu- facture of grid leaks is used by Durham Radio Retailing, May,1925 and Company, Inc., 1936 Market Street, ;/"MIC.ACONDENSER Philadelphia, Pa., in making the "Dur- Completely sealed in a smooth brown ham" metallized filament grid leak. A bakelite case is the new mica fixed con- glass rod is coated on the outside with \ denser made by the Sangamo Electric an element whichis annealed to the Company,Springfield,Ill. The con- denser is heat -proof, moisture -proof and glass surface.The filament is then cut ¡i(s,(t))l re\ to standard lengths and soldered to the t) guaranteed accurate within 5 per cent. brass caps, that comprise either end of Solidbrassthreadedterminalsfor the grid leak.These leaks are made in eitherscreworsolderedconnections ranges from 40,000 ohms to 10 megohms. CAP are furnished.Made in capacities from They are said to be accurate. permanent MED .00005 mfd. to .006 mfd. with intended and noiseless in operation. The intended retail prices ranging from 40c. to 85c. retail prices are 50c. and 75c. depending Grid leak clips 10c. extra. on size.
473 RADIO RETAILING, A McGruw-Hill Publication How Manufacturers Promote Dealer Sales New "Dealer Helps" Offered to the Radio Retailer by the Manufacturer to Increase the Merchant's Radio Profits
Are You Looking for Ideas?etc.Two bulletins are issued eachby a shut-in or entertaining a crowd? weekthoughspecialandserviceA volume of music for dancing of To give its dealers the benefit ofbulletins are issued as occasion de-quiet enjoyment of lectures and mush successful radio displays and salesmands.Only one subject is treatedby two or three people? methods used by other Atwater -Kentin each bulletin. The primer is intended for distri- dealersalloverthecountry,the All this material is prepared forbution by "Somerset" dealers and is Atwater -Kent Manufacturing Com-the use of the dealer.If you are notfurnished with the dealer's name im- pany, Philadelphia, Pa., has preparedreceivingcopiesofthebulletin,printed on the cover. a Bulletin Service dealing with sev-write and ask to have your name eral different phases of radio selling.placed on the mailing list. One subjectgivenspecialpromi- Radio Picture Puzzles nence in these bulletins is window Running in a score or more of large display. Reproductions of good radio A Radio Primer for the newspapers throughout the country windows appear from time to time Uninformed are picture puzzles-cartoons repre- that the dealer can easily adapt to sentingleadingbroadcastingsta- his own use. Part One of the Radio Primer pre- pared by the National Airphone Cor-tions of the United States. Con- In addition to this window display testants are expected to deterrpine service, the company issues bulletinsporation,16 Hudson Street, New dealing with sales methods used byYork City, is headed: "For the per-from the illustrations what stations other dealers, methods of tying upson who knows nothing about radio."they represent, and to the person with its national advertising, serviceBut on the twelfth following page isgetting the most correctlistthe bulletins, publicity material bulletinsfound Part Two, which is preparednewspaper presents a Mohawk single - for "the person who knows somethingdial, five -tube set valued at $150. A containing material for use in the two -column cut of the Mohawk re- dealer'slocalpaper,bettersalesabout radio."And a real radio edu- letter bulletins, good will bulletins,cation has been obtained when theceiver is shown every day in the reader reaches "Part Two." newspapers, along with the cartoon, Thefirstquestiontreatedis:which appears daily in each of the Things Radio Workers Need"What is radio?" which is paralleledpapers over a period of one month. tothetelephonesystem. ThenAccording to officials of the Mohawk "vibration" is discussed, followed byElectricCorporation,Diverseyat "radiowaves." "How thepartsLogan Boulevard, Chicago, a great ,£"144::k. work"isthenextlesson,"wavedeal of radio interest has been cre- lengths," "change to audio frequency"ated throughthisnovelformof FRICTIONLIP. and then "that mysterious ground."publicity. TAPE,/ Just as in the ABC primer of old, where bigandclearillustrations ThePhiladelphiaStorageBattery GUARANTEED ' CANNOT grace every page, so here every radioCompany, Philadelphia, Pa., has a very TO STICK DRY OUT partandaccessory mentionediscomplete line of "sales help" material available toitsdealers. Included in MIL. a...Tawas ourpurr,ektermal.11,15110 MOM sketched in black and white, so thatthismaterialisa booklet, "How to the reader cannot choose but learn. avoid dangerous embarrassing humili- Part Two describes the five typesating experiences," folders on its dif- of radio receivers, setting down theferenttypesofbatteries,applause ca-ds for dealerdistribution tocus- features of each, to assist the radiotomers, and a "Philco" storage battery purchaser to select the receiver bestmanual."The Philco Retainer" is an suited to his needs. When choosing ainterestinglittlepublication,issued set, the primer advises, ask yourselfmonthly.It contains articles on sales FRICTIONSLIPKNOT TAPE these questions: methods, inspiration material and gen- P...... V.M R C..,..N. INK C..,.N M.... 1. How much can I afford to in-eral battery information. vest in a radio set and spend for its A. H. Grebe & Company, Richmond Oftentimestheradiofancompletes hisupkeep? Hill, N. Y., has available a window or radio purchases without once thinking of store card on its "Synchrophase" re- the particular article he set out to buy. As 2. What are the conditions which the dealer cannot beexpected to name ceiver. The card is done in colors, show- every device he sells to every one enteringmy set must meet?-distance froming the receiver in the rays of a shaded hís store, the next best thing to do is to lamp, with radio log and pencil, ready place within view of customers remindersbroadcaststations,facilitiesfor of articles they are likely to need.Here aerials and grounds, etc. for further use.An additional human is an orange and blue carton of friction touch is given by a friendly pipe, in tape of the Plymouth Rubber Company, 3. For what purpose do I want my Inc., Canton, Mass.It only needs about the smoke of which appears the familiar 9 sq. in. set principally?Individual receptionface of Doctor Mu. 474 RADIO RETAILING, May, 1925
The EagleElectricManufacturing Day -Fan Puzzle Solved Company, Brooklyn, N. Y., mounts its variable grid leaks on a vivid yellow Out of half a million crossword display card that points out the out-puzzle fans who asked for blanks in standing features of this new grid leak with the micrometer adjustment. the Day -Fan crossword puzzle con- The Manufacturers' Supplies Com-test, only five were correct in their pany,JuniperandCherryStreets,answers, the lucky puzzlers being Philadelphia, Pa., has issued its cata-Roy W. Smith, 28 Gates Avenue, log No. 17 on radio sets and accessories.Montclair, N. J. ; Howard R. Barton, The Power City Radio Company, 60154 Franklin Street, Englewood, N. J.; Minnehaha Building, Sioux Falls, N. D., has a new radio catalog. Miss Olive Rile, 543 Argyle Road, ThePhiladelphiaStorageBatteryBrooklyn, N. Y. ; John F. Cameron, Company, Philadelphia, Pa., has some814 Devon Street, Arlington, N. J., applause cards for distribution to ap-and Edward B. Parker, 31 Hasbrouck preciative radio fans. Place, Rutherford, N. J.To these The Kellogg Switchboard & Supplyfive contestants will be sent the five Company,Chicago,hasacalendar showing an attractive blond maid lis-Day -Fan radio sets, as advertised in tening in on the top of the world withthe New York papers. Turning Small Terminals a Kellogg headset.The calendar com- mences with the month of April run- "Blind Husbands" is the name of a Into Big Sales ning through to March, 1926. It is not always the large and impressive - booklet issued by J. B. Ferguson, Inc., looking devices that bring in most profits TheAntennaphoneCompany, 90154 Nassau Street, New York City, on to the dealer.In these days of intensiveWest Street, New York City, has aits new line of receivers. "The day of selling "turnover"is a big factor. Dis- playing the useful little terminal in a car-four-color window card, measuring 12the home-made receiver is past for the ton which tells its own story will transferin. x 20 in., which accompanies eachdiscriminating family," reads the open- loose change from customers' pockets to the dealer's cash register, says the Hathe-shipment of Antennaphones, the aerialing sentence in the booklet. "Blind way Manufacturing Company, Bridgeport,thatisused inconnection with theindeedisthe husband who does not Conn. housetelephone. Thetelephoneissee that his wife and family are de- placed upon the Antennaphone plateprived of his wanted company night The Radio Specialty Company, 25anditswire leadis then connectedafter night. And for what? A receiver West Broadway, New York City, hastothe antenna binding post of thethat is never really finished." issued a new catalog on its "No-Sod-er"receiver. The Daven Radio Corporation, New- radio kits. The Atwater Kent Manufacturingark, N.J., has prepared a Resistor "Do You Know Bakelite?"istheCompany,Philadelphia,Pa.,amongManual, profusely illustrated with di- name of a new broadside of the Bake-other "sales helps" recently issued, hasagrams of hook-ups.The Manual, it is liteCorporation,247ParkAvenue,a gigantic window poster, done in vividpointed out, is a treatise on high resist- New York City.A partiallistofcolors,toattractthe eye of everyances in their various applications to about one hundred and twenty uses ofpasser-by. Thereceivingsetsign,radio reception and transmission, in- bakeliteisgiven and some of theseForm No. 201, has been given a newcluding a practical monograph on the uses are indeed unique. use, and can now be displayed withcharacteristics, possibilities and advan- The Federal Telephone Manufactur-any of the six Atwater Kent sets. Twotages of resistance coupled amplifica- ing Corporation, Buffalo, N. Y., hasmetal clips hold a price card measur-tion, with operating data.This book available for distribution to its dealersing 32 x 9 in. giving the number of thewill be sent free to any radio dealer a large -sized display sheet illustratingmodel displayed and its price. who requests it. Federal sets and radio parts, including The Fansteel Products Company, Inc., The Federal Telephone Manufactur- sets 141, 142, 143 and 144 and loud-North Chicago, Ill., has issued a broad-ing Corporation, Buffalo, N. Y., has a speakers,batterycabinets,headsets,side reproduction of its Saturday Even-little folder, "Whispered Secrets of the condensers, transformers, etc. ing Post advertisement.This isin-Night," on its panel receivers for pho- The Crosley Radio Corporation, Cin-tended for use as a window poster. nograph installation. cinnati, Ohio, has mailed to its dealers The Duplex Condenser & Radio Cor- Langbein & Kaufman, 654 Grand a large and decorative window displayporation, 36 Flatbush Avenue Exten-Avenue, New Haven, Conn., have issued featuring its Musicone speaker. Thesion, Brooklyn, N.Y., has availablea sheet describing the new improved window display, handled properly byfolders on its Junior and Standard con-Greene concert selector recently the dealer, explains the company, willdensers. brought out by the company. tie him up in good fashion with the CrosIeynationaladvertising. Ac- companying the display was a circular explaining the useofthespecially - There's Profit in Radio Parts, Too! built loudspeaker switch in demonstrat- ing the Musicone.There was also an explanation of a national slogan con- R1 ftEMLErk test in which hundreds of dollars will ,W,, be given to persons sending in the best i`( advertising slogans for the Musicone. Atilik - The Allen-BradleyCompany,Mil- waukee, Wis., has prepared aradio ,y f sales manual which describes the com- s . r' i L _,.. pany's products and in the Question ¡. Box, following the descriptions of each nir j611.11119..;1 trstemirsunriout part, are found the correct answers to f , .4i\5-:-- questionsmost commonly askedby radio purchasers.There is also a chap- ~WM ter on "Rapid Turnover and What It Althoughitis both wise and profitablethe new condenser window and store cards Means to theRadio Dealer.""Bigto push complete set sales, a dealer's partsof the Remler Radio Manufacturing Com- business should not be permitted to die ofpany, 248 First Street, San Francisco, Cal. merchandising profits are made on theneglect for there always will be radio fans"Tune 'em in and outis the message of fast-moving items, rarely on the slow -who would not swap the best set going forthe cards which are vividlycoloredin movingstuff,"saysthecompany,oneoftheir own creation.To remindorange and blue, engaging instant atten- passers-by and store customers, too, thattion.The cards measure, approximately, 19 "which explainsthesuccessoftheup-to-the-minuteradioparts are stockedin. by 13 in. and have easel backs.Make chain store." and ready for sale, the dealer can displayroom in the window for these cards ! 475 RADIO RETAILING, A McGraw-Hill Publication
Is Your Store Well Arranged? tivity in stations of nearly the same
DOORS r`5TOREROOM wave length.Two or even three The average radio dealer doesn't antennas connected to a single pole get much opportunity to go about double throw switch, so as to enable seeking new ideas in retail methods the use of either one, will show in- and store arrangement and is glad to teresting differences in results ob- get suggestions that he can turn into tained, on local stations especially. practical use.In the service bulle- An indoor antenna of 40 or 50 ft. will tins issued by various radio manu- be a revelation as to absence of out- facturers in the interests of their side noises and clarity of signals dealers, there is many a good tip that received." can be turned to good account.The Dealers interested in receiving reg- are best suggestions those which ularlythe"EngineeringService have been carried out successfully by Bulletin" might write theFreed- other dealers. Eisemann Radio Corporation asking In a recent issue of "Fada-Sales," that their names be placed on the thedealermerchandisingservice mailing list. publishedmonthlybyF.A.D. Andrea, Inc., 1581 Jerome Avenue, New York City, a cordial invitationHere is a good layout for a radio store is extended to all radio dealers towhich appeared in "Fada-Sales" with the What It Costs to Build and suggestion that:"The arrangement of a send in the story of their retailradio store will probably be most effective Operate a Broadcasting if the completed receivers are displayed well methods, store layouts, window dis-toward the front with the more stable ac- cessories,parts,etc.,on shelves and in Station plays, etc., so that these ideas may,showcases at the rear." in turn, be passed on to others. Thenewbroadcastingstation WEEI of 500 watts rating, opened twobuildings,norshoulditbeby the Boston Edison Company, cost placed along the front or sides of aabout $80,000, including steel towers, About the Radio Antenna building running vertically to thebuildingalterationsandcomplete In the second issue of the "Engi-roof.Antennas that are behind anequipment.President C. L. Edgar neering Service Bulletin" publishedapartment building or next to a wallreportsthatforthefirstthree monthlybytheFreed,Eisemannwill generally be shielded in certainmonths tue cost of operating this Radio Corporation, Brooklyn, N. Y.,directions and may neverreceivestation was $13,215.Income from in the interests of the radio dealer,distant stations in those directions. rentals of its service amounted to there are a few antenna suggestions Avoid Proximity to Possible $3,850, leaving a net cost of $9,365 which the dealer may like to read. Sources of Interference for the initial period. "The whole problemofcorrect Keep the antenna as far away as The station was built (1) to yield antenna installationisfortunatelypossible from power -house lines, trol-a financial profit;(2)to advertise quite simple, and with a few salientleywires,telephoneorarc -lightthe company's service and develop- facts to remember," it is stated, "thewires.Power - lineand inductionments, and (3) to develop good will radio user should have no difficulty. noises, as they are called, are thetoward the company.The broad- As the antenna is the hand thatproblems in perfect reception whichcasting budget for 1925 is as follows : reaches out into the sky and captures are most difficulttosolve.When Station Will Earn More Than the signals, it should therefore be assuch conditions are unavoidable, a high as possible and unshielded from $50,000 considerable help will be to run the Salaries, including special payroll, surrounding objects.It should notantennaatrightangles be strung in a courtyard between tosuch$33,000 ;miscellaneous expenses, in- wires.When the antenna and suchcluding traveling, $2,500; office sup- wires run parallel for any appreciableplies and postage, $2,500; good will Radio Sales and Service Signlength, unwanted noises are bound tobroadcasting (Boston Edison "Big increase. Brother" Club), $10,000; studio sup- Have the antenna well insulated atplies, $2,000 ; total $50,000. its various points of support to pre- Mr. Edgar said that there is no vent leakageto the building andquestion that the station will earn TELETONE thence to ground.If possible, seemore than $50,000 this year.Active that the lead-in wire to the set andsolicitation of paid patronage forms E the wire on the roof are in one piece.a part of the conduct of affairs of Af Ft If a joint is necessary, it should bethe Edison Company's broadcasting z+ L I V well soldered to prevent corrosion,installation. E }:Q i which introduces high resistance with consequent losses in signal strength. S .f' É Finally,it should be determined TheFederalPorcelainCompany, Carey, Ohio, is issuing a new condensed RADIO what length antenna is desired. Withcatalog on its standard electrical porce- most sets, it is true that distance andlain, including radio antennae insula- volume are helped by a long antenna,tors.The catalogcontains complete statisticaldata, includinglistprices, Every business uses an electricsign o althoughthereceiver may tune flash its sales meshage.And so itis.too, weights, barrel quantities, dimensions, with radio.Here is an electric sign sup-broadly, while a short antenna, even plied to authorized dealers by the Tele - wire carrying capacities, etc.This in- tone Company of America, 449 West Forty-though the signals sound weaker,formation is compressed into the space second Street, New York City. will enable one to obtain more selec-of a four -page folder, 10 x 81 page size. 476 RADIO RETAILING, May, 1925 What the Trade Is Talking About carload shipments in official classifica- tion territory and western classifica- No Decision Reached on Increase tion territory of fifty per cent and in southern classification territory of 100 per cent, and on carload shipments in in Radio Freight Rates all territories of approximately twenty per cent.The radio industry has been Interstate Commerce Commission Hears Arguments for and developed on the basis of the present Against Increases Presented by the Railroads and ratings.It is estimated that the pro- posed drastic advances will add ap- Representatives of the Radio Industry proximately $5,000,000 to present transportation costs.We are of the EXTENDED hearing was helddeclared that the proposed increasesopinion that this is not an opportune in Washington, D. C., on April 7in the freight charges on radio receiv-time for any such radical changes." and 8, before the Interstate Com-ing sets brought forth a great hue and merce Commission for the purpose ofcry that the increase would place a determining whether or not radio re-burden upon the purchaser of the radio ceiving apparatus should be placed inset and restrict the use of the radio, New Broadcasting Stations a higher classification when in trans-which he denied. portation from one part of the country Theproposedratesprovidethat Ten new broadcastingstations,of to another.Further hearings are toradio receiving sets in boxes in carloadsdirect interest to the retail radio trade, be held and briefs are to be submittedshall take second-class rates.In lesshave been licensed by the Government on or before May 15. than carload shipments the rate is towithin the past month or so, all, trans- Among those attending the hearingbe 1/ times first class in official andmittingonwavelengthsbelow260 were H. C. Bush, representing the rail-westernterritoriesand doublefirstmeters. roads, Joseph C. Colquitt, for the Radioclass in southern territory.This rep- Briefly, they are: KFVC, Bensberg's Manufacturers' Association, the Musicresentsaconsiderable increaseoverMusicCompany,Camden,Ark.,10 Industries Chamber of Commerce, thethe rates on electrical appliances orwatts, 242 meters, KFVD, McWhin- Atwater Kent Manufacturing Companyinstruments which are third class innieElectricCompany,SanPedro, and other interests.I. C. Lampert ap-carloads and first class in less thanCal., 50 watts, 205.4 meters. KFVH, peared for the Radio Corporation ofcarload lots. Whan Radio Shop, Manhattan, Kan., America and AlfredF.Smithalso 10 watts, 218.8 meters. WBOQ, A. H. represented the Music Industries Cham-Radio Corporation Presents ArgumentGrebe and Company, Richmond Hill, ber of Commerce. Against Increases N. Y., 100 watts, 236 meters. WDBK, F. W. Smith, chairman of the Official M. F. Broz Furniture, Hardware and Transportation Committee, declared: The witnesses appearing against theRadio Store, Cleveland, 0., 100 watts, "When in 1920 we were called uponchange contended that the rates on227 meters. to rule asto theclassificationintoelectrical appliances are equitable and WENR, All American Radio Corpo- which radio receiving sets would fallfair and the proposed increases areration, Chicago, Ill., power and wave- we naturally held, in the absence ofunjust and unreasonable. lengths undecided. WGBL, Elyria any specific inquiry, that they would The Radio Corporation of AmericaRadio Association, Elyria, 0., 10 watts, be subject temporarily to the ratingsinitsprotest makes among other227 meters. WHBR, Scientific Electric applicable on electrical appliances orthings, the following declaration:"Itand Manufacturing Company, Cincin- instruments.We realize that in ap-is apparent that the increase proposednati, 0., 20 watts, 215.7 meters. WHBV, plying this rating to radio sets it waswill result in increases on less thanFred Ray's Radio Shop, Columbus, Ga., sub -normal and entirely out of har- mony with the classification that we then could secure, but we had no re- Secretary Hoover and His One -Tube Set course under the circumstances. Finally we provided an entry, which is now under question, which reads:`Radio receiving sets in boxes less than car- load: one and one-half times first class; in boxes, carloads, minimum weight 20,000pounds,subjecttorule34, second class, including bulbs, tubes or loud speakers.' Placed Under a Temporary Classification "In the absence of any rating we ruled that until such time as a specific entry might become effective, the rating on talking machines would be applied. It was distinctly understood thatit was a temporary ruling and that the sets were to be shipped without tubes or bulbs." In the testimony of H. C. Bush, he pointed out that the average value per pound based on an examinationof ninety-six models of receiving sets is $1.60, and that the average weight per cubic foot is 10.8 pounds. An averageHerbert Hoover,friend and protector ofA speaker at a dinner recently informed value of $1.60 per pound, coupled withradio, modestly carries the largest array ofhisastonished listenersthat Dr. Hoover university honors of any man in the world,has more degrees than eight Al. Smiths, the weight per cubic foot of only 10.8Radio Retailing's Washington editordis-four George Harveys, seven William Jen- pounds fully justifies a rating highercovers.In fact, the Secretary of Commercenings Bryans, ten McAdoos, four Judge has an honorary LL.D. or Ph.D. from 18Garys, two and one-half John W. Davises, than 11 times first class, and it is theAmerican universities and colleges, in addi-ten Otto Kahns or 20 La Follettes ; and as view of the carriers that the propertion to holding degrees from Liege, Brus-many as any two university presidents in rating is double first-class rate.Hesels, Warsaw. Cracow and Oxford. the world. 477 RADIO RETAILING, A McGraw-Hill Publication
The year also showed a decided trend toward the purchase of ready -built sets, there beingin January, 1925,10,941. owners of purchased radio sets (repre- Radio Expositions senting 47 per cent of the total), as compared with $,886 (representing 31 August 22-29: Pacific Radio Ex- October 10-16: National Radio Show per cent of the total) radio set owners position,CivicAuditorium,San City Auditorium, Denver, Col. in January, 1924.This indicates the Francisco, Cal. October 12-17: St. Louis Radio Ex- sale of approximately 7,000 radio sets September5-12:Fourth Annual position, Coliseum, St. Louis, Mo. in greater Milwaukee during 1924, an National Radio Exposition, Grand October17-23:BrooklynRadio increase of over 200 per cent in the sale Central Palace, New York City. Show, Twenty -Third Regiment of sets.The three -tube set is the most September 14-19: Second Annual Armory, Brooklyn, N. Y. popular, 34 per cent of the local sets Radio World'sFair,258thField Artillery Armory, Bronx, New York October 24-31: National Radio Ex- being of this type. position, American Exposition Palace, Additionalfiguresrevealed by the City. Chicago, Ill. survey are as follows: September 14-19: Pittsburgh Radio Ownersof home-made radiosets, Show, Motor Square Garden, Pitts- November 9-15: Milwaukee Radio burgh, Pa. Exposition, Civic Auditorium, Mil- 1925, 12,122. waukee, Wis. Ownersof home-made radiosets, September 23 -October 4: Interna- 1924, 8,585. tional Radio and Wireless Exhibition, November17-22:Second Radio Families with outside aerials, 63 per Geneva, Switzerland. World's Fair, Coliseum, Chicago, Ill. cent. October 5-11: Washington Radio December 1-6: Boston Radio Show, Set owners using dry B batteries, 87 Show, Convention Hall, Wash., D.C. Mechanics' Hall, Boston, Mass. per cent. Percentage using storage A batteries, 50 per cent. Percentage using dry A batteries, 50 per cent. 20 watts, 244 meters. WHEC, Hicksonand conditions for exhibition may be Hours use per week of average radio Electric Company, Rochester,N.Y.,procured from the Direction de L'Ex-set in Milwaukee, 21.2. 100 watts, 258 meters. WSMH, Shat-positionInternationale,deT.S.F.,6, tuck Music House, Owosso, Mich., 10Boulevard du Théatre, Geneva, Switzer- watts, 240 meters. land. Two new 500 -watt stations were re- cently licensed in New York City. One, E.O. Jackson and Company, 504 WMCA, the Hotel McAlpin, is already South State Street, Chicago, Ill., have on the air with a wavelength of 340.7 One Milwaukee Family in been appointed exclusive distributors in meters, and WRNY, operated jointly Six Has a Radio the United States and Canada of the by the Hotel Roosevelt and the Experi- radio products made by the Steinite menter Publishing Company is expected A survey of radio listeners in Mil-Laboratories, of Atchison, Kan. to be ready shortly. waukee and suburbs, just completed by The Spartan Electric Corporation, 99 the research bureau of the MilwaukeeChambers Street, New York City, radio Journal, reveals the fact that only 16.74manufactureranddistributor,has per cent of the 137,774 families in Mil-opened sales offices at Boston, Detroit, Bridgeport Radio Dealers waukee have radio sets-leaving 114,-Chicago, Omaha, KansasCity,San 711 families who are still prospects forFrancisco and Los Angeles.The main Organize radiosales.The rapid developmentoffice remains in New York. made by radio in Milwaukee during The Sleeper Radio Corporation, Long TheradiodealersofBridgeport,1924 is also shown.In January, 1924,Island City, has appointed C. J. Brown Conn., recently formed an organization12,471 families owned radio sets, butdistrictmanager. Mr.Brown was called, "The Bridgeport Radio Tradeone year laterthis number hadin-formerly with the Elliott -Lewis Elec- Association." The aims of the newcreased to 23,063 families, a growth oftrical Company as manager of its radio group are: "To foster trade, to reformnearly 100 per cent. department. abuses, to settle differences, to promote friendly dealer relations and to locate and eliminate causes of reception in- terference."The officers elected were: West Coast Prepares for Annual Show F. J. Thompson, Radio Equipment and SupplyCompany,president;T.F. Leonard, The Radio Shop, vice-presi- dent;ShermanWhiting,Whiting's Radio Shop,secretary,and, William Wakelee, Deluxe Radio Shop, treasurer.
International Radio Exhibit to Be Held At Geneva An international exposition of radio and wireless telegraphy, which will in- clude the exhibition of moving picture apparatus, talking machines and scien- tifictoys,willbeheldatGeneva, Switzerland, fromSeptember23to October 4, according to Consular ad - vices to the Department of Commerce. The exposition will.beheld in the roomsoftheElectoralPalaceat The1925Exposition CommitteeoftheCram, Don Lippincott, Herbert L. Parker Geneva, during the session of the As-Pacific Coast Radio Trade Association isand Mrs. E. H. Gray.Seven husky men sembly of the League of Nations. Thebusy planning the annual radio exhibit toand true, who look capable enough to put rates for floor space will range frombe held August 22 to 29 at the Civic Audi-over any kind of an exposition, although torium, San Francisco, Cal.Reading fromthe secretary seems to be the only busy 400 to 2,000 francs. left to right-C. C. Langevin, Ernest In -person in the picture.Mr. Parker is man- Information regarding the expositiongold, A. S. Lindstrom, H, W. Dickow, F, J.ager of the association. 478 RADIO RETAILING, May, 1925
The Eagle Auto Supply Company of Forest Electric Makes Two Des Moines, Ia., has announced that it will establish a high power broadcast- Home Charges ing station in that city. Joe Gottstein, president of the company, stated that a The Forest Electric Company, New- 500 watt plant will be erected by the ark,N.J.,manufactures two home Western Electric company and in opera- battery chargers, the Model 0, which tion about May 20.The plant will be sells for $30, and the Model 00, which located at the Eagle store at Ninth and retails at $18. Locuststreets,andGeorgeLavien, These are made in addition to the radiodepartmenthead,willbein three commercial type chargers, listed under the heading of "Battery charge. Chargers" in the April issue of Radio The Northwest Radio Trade Associa- Retailing.These commercial chargers tion, 515 Tribune Annex, Minneapolis, sell at $130, $155, and $220 respectively. Minnesota, is preparing for the second annual Northwest Radio Exposition to be held during the week of October 5 to 10, at the St. Paul Auditorium, St. TheSterlingManufacturing Com- Paul.During the next few months the pany, 2831 Prospect Street, Cleveland, association also plans to run down and Ohio, was omitted from the listing of eliminate much local radio interference. battery chargers in the April issue of The Technical Committee, headed by Professor C. M. Jansky, Jr., of the Uni- Radio Retailing. Clarence E. Ogden, president of the Kodel The Sterling Company makes twoRadio Corporation, of Cincinnati, was givenversity of Minnesota,is preparing a battery chargers, Model 17, which is aa basket of flowers at the opening of thereport and making out a plan of opera- Kodel broadcasting station, WKRC. Mr. 6 -volt A battery charger for use on a.c.Ogden (In his youthful days) was an ele-tions for the interference elimination current only and is made in three sizes,vator operator in a Cincinnati hotel.Now, campaign. as a radio magnate, he still has his ups 25,50 and 60cycle. The25 -cycleand downs, although recently, his "downs" The Gould Storage Battery Company, charger lists for $21, and the other twohave all been "ups,"if the success of the for $18.50.Model 19, is a 6 -volt A bat-Kodel Radio Company can be taken as aThirty East Forty-second Street, New criterion. York City, announces the appointment tery and 24-to72 -volt B battery of K. M. Smith as assistant to William charger, and is also made in three sizes, S. Gould, president of the company. 60 cycle, 50 cycle and 25 cycle.The The Stevenson Association, No. 44, 60 -cycle and the 50 -cycle chargers listof the National Association of Station- TheWholesaleRadioEquipment for $22.50 and the 25 -cycle for $25. ary Engineers, had for its speaker atCompany of Newark, N. J., and also of its last meeting in New York City, Ed-New York City, has opened a third The Dubilier Condenser and Radioward E. Laufer, sales engineer of thepointofdistributionat108Pearl Corporation, 43 West Fourth Street,F. A. D. Andrea Company. Street, Buffalo, N. Y.This company New York City, is moving into its new does an exclusively wholesale business factory at Bronx Boulevard and Two The Adler Manufacturing Company of Hundred and Thirty -Eight Street, Newhas opened a direct factory branch inpresident. York City, where increased space andSt. Louis, Mo., at 408 Benoist Building. added equipmentwillfacilitatetheLouis Marks has be.tn appointed Adler The Indiana Manufacturing and Elec- manufacture of Dubilier radio products.representativeatSt.Louis. Thetric Company, of Marion, Ind., has a Benoist Building is at Ninth and Pinefivetuberadioreceivingsetabout The American Bosch Magneto Cor-Streets. ready for the market.It will be sold poration, Springfield, Mass., announces at a popular price.The company has that Dr. J. E. Lilienfeld, Professor of The Hudson -Ross Company, Inc., 123just completed a modern manufactur- Physics at Leipzig University, has beenWestMadisonStreet,Chicago,Ill.,ing plant at Marion, providing ample appointed head of the radio researchmoved, on May 1, to its new locationequipment and space for its new prod- anddevelopmentdepartment. Pro-at 116 South WellsStreet,Chicago.uct. fessorLilienfeldison an extendedThe Hudson -Ross Company is a whole- The Hartford Battery Manufacturing leave of absence from the German Uni-salehouseexclusively and was or-Company, of Milldale, Conn., has pro- versity. ganized three years ago. moted Allen Price Parker from the position of district sales manager to the officeof vice-president.Mr. Parker commenced his services with the com- pany immediately upon receiving his discharge from the U. S. Army in 1920. He will be located permanently in Mill - dale. The Service Radio Corporation, 119 West NineteenthStreet, New York City,isexclusive United States dis- tributor of the Rapid Engraving Ma- chine, which may be used to engrave radio panels, and is manufactured by the Branch Tool Company of Provi- dence, R. I. The Kodel Radio Corporation,111 West ThirdStreet,Cincinnati,Ohio, hasjust completedthepurchaseof broadcasting station WMH, from the Ainsworth -Gates Radio Company. The statión which has been operating on a wavelength of 325.9 meters, and 422.3 meters, alternating each month with Dr. Marius Latour(center)withJosephmany patents.The situation was clearedthe stations WSAI and WLW, will con- Freed and AlexanderEisemann,istheup when he issued licenses to the Radiotinuethisarrangement. However, FrenchelectricalwizardwhorecentlyCorporationofAmerica,theAmerican startled the radio world by claiming patentsTelephone and Telegraph Company and thepower will be increased from 500 to on nearly every radio device on the market.Freed-Eisemam, Radio Corporation. Later, 1,000 watts and additional equipment Virtually every set was said to be au in-Dr. Latour sold his interests to the Hazel- fringement of some one of Dr.Latour'stine Corporation for a mere million. will be added. 479 RADIO RETAILING, A McGraw-HillPublication
the engineering and research staff ofabout to be announced. While it isgen- the Sleeper corporation as assistant toerally known that this company has two J. Louis Reynolds.Mr. McLean is anew models of portables in production, member of the American Institute ofitis also declared on good authority, Electrical Engineers, and a graduatethata"lamp -socket"receivingset, of Union College. doing away with all batteries, would be The Di-Kast Condenser Corporation,ready for the fall market.This stock 25 West Forty-third Street, New Yorkhas demanded most attention thepast City, has acquired the entire plant of3 weeks, and has gained groundcon- the Radio Development and Manufac-sistently, registering a 16 -point gain turing Company at Weehawken, N. J.,from the low of 48g last month. where the "Veldar" and"Di-Kast Mi- Next to Radio Corporation, Victor croloss" condensers will be made in thehas commanded a widerange, but for future. the most part, in the opposite direction. James H. Gooley and Harold A. Gibb,Coincident with the Victor company's formerly in charge of the radio salesannouncement ofa new loudspeaker and service of the Hughes -Peters Elec-was a trend of underlying strength in tricCompany, Columbus,Ohio, havethe Victor stock, which was undoubtedly gone into the radio and electric fieldtaken advantage of by manipulators. for themselves in that city, under theLater this confidence could not be main- From the worried look on Roy Weagant s tained in the face of unexpected selling picturesque features, it seems as if his lat-name of the Radio Electric Company. pressure, the stock yielding more than est hook-up wouldn't work.Or perhaps he's wondering how he can make his latest The Mohawk Electric Company, of20 points, nearly all of whichwas lost invention,theDeForestAnti -RadiationChicago, Ill., has opened a branch salesbetween April 22 and 25, when it ranged Device, apply to one -tube howlers.He is, apparently, a follower of the Dawes modeofficeat 1400 Broadway, New Yorkfrom 86 to 65. of wearing pipes. City.H. G. Cisin has been appointed E. R. Johnson, president of the Victor manager of the new branch. Talking Machine Company in review- ing his company's operationsduring Radio Association Furthers 1924 said: "Plans, carefully anddeliber- ately developedtoward meetingthe Co -Operation Stocks Continue Irregular conditionsconfrontingtheindustry, are rapidly nearing maturity andare With thecryof"co-operationis A drifting of prices to lower levelsanticipated to maintainyour company radio'sgreatest need" heardinallcharacterized the radio stock situationin its position in thevan óf the enter- branches of the trade, it is interestingthe early part of this month. Sometainment field." to note the objects of the Northwestof the leading and stronger stocks have While no other commentswere forth- Radio Trade Association, 515 Tribunerecovered a portion of the decline, butcoming, reportsintheradiotrade Annex, Minneapolis, Minn., as outlinedtaken as a whole the market reflects thepoint to the possibility ofa working in the organization's constitution. merchandising situation andisinaagreement between the company and These objects, briefly, are as follows:sluggish condition. the Western Electric Company. Advertise radio as anecessity to Rumors of revolutionary changes in Following a director's meeting of the every homeintheNorthwest.Co-models, consolidations and patent litiga- operative advertising of members intion are rife in trading circles, Chas. Freshman Company, Inc., atwhich never-the regular quarterly dividend of50 newspapers and trade journals.Con-theless little interest is shown by thecents per share was declared, Charles duct an annual exposition of radio setsbuying public. A revival of thespecu- and accessories. Freshman, president, in commentingon Foster research worklative fervor that furnished big profitsthe company's affairs, said: "Thecom- in radio among schools, colleges andfor manipulators around the holidays ispany has had ahighlysatisfactory amateurs.Standardize on reliable setsnot looked for until late summer. season. The outlook for increased sales andaccessories. Protect thepublic The great decline in some issues sub-isparticularly bright because of the against fake sets, circuits and parts.stantiates suspected weaknesses,par-perfection of new models whichwe will Support government radio inspectors inticularly in the late corners, whichwere policing the air. floated for speculative purposes whenshortly bring out on the marketand, which,inouropinion,willhavea Keep its members informed on trendthe industry was inthe heydey ofgreater market than our present model of radio business throughout the year.activity. of receivers.These new models include Furnish assistance to dealers in sales Considerable interest in Radio Cor-battery eliminators and consoletype campaigns; organizing time paymentporation stock the past three weeks isreceivers which will be sold to thepublic selling plans.Educate public to properattributed to rumors of new productsat very popular prices." use of regenerative sets to eliminate howling in other sets.Organizing and conducting of classes in radio communi- cation.Assist broadcasting stations in Radio Stock Quotations giving programs desired by the public. Co-operate with national associations to work in close co-operation.To secure Current Market every legitimate dealer in the North- Authorized April 24 Stock Div. Cap. Stock 1925 west as a member. Close High Low Amer. Tel. $ Tel. 21Q DeForest 900,000,000 1361 The Phenix Radio Corporationan- Dubilier *250,000 231 34 18: *500,000 171 351 nounces that Robert E. Lacault, de - Freed Eisemann *300,000 121 Chas. Freshman 84 33 71 signer of the Ultradyne Radio Receiver, 50cQ *225,000 121 28 Garod Corp. *100,000 94 has been appointed chief engineer of Gen. Elec. Corn. 171 2 3 1Q 185,000,000 2684 320 the Phenix Corporation.His entire Gen. Elec. Special 15cQ 35,000,000 2271 Hazeltine 114 time will be devoted to the design, de- 11Q *200,000 214 51; Inter -Ocean *100,000 151 velopment, and perfection of radio de- Jones 51 14 3 *250,000 21 9 vices. Liberty *150,000 2 During the war he was radio Music Master 81 9 73 researchengineerwiththe *500,000 104 211 8; French Radio Corp. A Com. *1,500,000 621 Signal Corps. Radio Corp., Pfd. 871cQ 771 481 Lately he has been con- Rova *25,000,000 511 511 511 nected with Radio News. *150,000 51 Sleeper *110,000 53 Thermiodyne 300,000 191 51 The Sleeper Radio Corporation has Thompson 84 224 64 *140,000 71 25 acquired the services of Allan McLean, Ware 60,000 54 for the past few years an engineer 12 40; l 8 of the American Telephone and Tele- *Shares-all others are in dollars. graph Company. Mr. McLean will join 480 RADIO RETAILING, May, 1925
0i 'es you, something totULTIR-Ieloss' talk about.
i
$5(22 \ CAP. .0005mad. Real Sales Arguments For tJLTR7I-bOiJbO5S CON DENSERS
THIS message is directed to the dealer who realizes that there will always be set-builders-parts buyers! Who peps up his parts display to attract them-ultimately to enjoy bigger parts turnover.If you are a critical merchan- diser, our story is to YOU. The Ultra-Lowloss Condenser is a superior product, designed by R.E.Lacault, originator ofthe famous Ultradyne receivers, with one big purpose in mind-to overcome losses common with other condensers-to build up the operating efficiency of a set. These predominating Ultra-Lowloss features are nationally advertised :(1) Single insulation strip reduces leakage losses To manufacturers Simplifies radio tuning'. who wish to improve Pencil record a station on materially (2) Monoblock mounting with plates cast into their sets the dial-thereafter simply block reduces series resistance (3) Minimum of metal in the turnthefinderto your I will gladly consult with pencil mark to get that in- field and frame of high resistance material reduces eddy any manufacturer regard- stantly. Easy-quick to ing the application of this mount. Eliminates fum- current losses (4) Cutlass Stator plates produce a straight condensertohiscircuit bling, guessing.Furnished for obtaining best possi- clockwise or anti -clockwise line wave length curve-separates stations evenly over the ble efficiency. ingoldorsilverfinish. Gear ratio 20 to 1.Silver dial.Each degree of a 100 degree scale dial represents $2.50. In gold finish, $3.50. approximately 372 meters over the broadcast wavelength TILTM VVRnlER range. TUNING CONTROL Design of lowloss coils furnished free with each condenser for amateur and broadcast wavelengths showing which will function most efficiently with the condenser. Write for Folder and Sales Helps PHENIX RADIO CORP., 114-116 East 25th St., N. Y.
4tJ RADIO RETAILING, A McGraw-Hill Publication
EVEREADY HOUR EVERY TUESDAY AT 9 P. M. (E. 2. T.) Forrealradio enjoyment, tell yourcustomersto tune in the "Ever- eadyGroup." Broadcast through W EAFNew York W J A R Providence W EEI Boston WFIPhiladelphia WGR Buffalo W CA EPlttaburgh W EAR Cleveland WSAI Cincinnati WW1 Detroit WCCO MinneapolisSt. Paul WOG Davenport "Practicallyevery customer specifies Eveready" WHEN customers come into your store atcan safely say that sales resistance has the rate of 250 a week and ask for abeen very limited.Practically every cus- certain article by name, so that all youtomer specifies Eveready." have to do is wrap it up and punch the Eveready high quality batteries, Ever- cash register, you know that you've madeeady national advertising and multi -station a mighty profitable connection with thatbroadcasting, Eveready window display particular line. material and Eveready trade service make Melvin M. Burtis, manager of the radioEveready Radio Batteriesthequickest department of the Alexander Grant's Sonsselling, most profitable of radio lines. storeinSyracuse, N. Y.,says :"The Order from your jobber. Eveready line has been one of the most, Manufactured and guaranteed by if not the most, profitable of any singleNATIONAL CARBON COMPANY, INc. New York San Francisco item in the radio department. . . . With Atlanta Chicago Dallas Kansas City your continuous national advertising we Canadian NationalCarbon Co.,Limited, Toronto, Ontario £VIIUADY Radio Batteries -they last longer 482 RADIO RETAILING, May, 1925
For Better Radio Reception, Use Storage Batteries
Compact Exide 2 -volt "A" battery for low -volt- age tubes. Made also in 4 -volt size.
The new rugged, good-looking Exide 6 -volt "A" battery with one-piece case. Exide 24 -volt "B" battery in glass jars. 6000 milliampere hour capac- ity. Made also in 48 -volt size.
Exv1P rectifier for economical re - Here isone way charging of "B" battery from house current. toreduce servicing hazards THE customer buys a receiving set fromFor every radio set there are effective, reason- you.It is rigged and connected in hisably -priced, good-looking Exide Batteries. The home. If the set doesn't work as it should, themakers of Exide Batteries have been making customer puts it up to you. More profit -eatingand developing storage batteries for thirty- service. seven years. Today they are the world's larg- Here is one way to reduce servicing hazards.est manufacturers of storage batteries for every When the customer selects his batteries, recom-purpose. For many years Exide Batteries have mend storage batteries. Show him Exide Bat-been widely and forcefully advertised. Few of teries. He will recognize the name, and respectyour customers will not know them. your good judgment. Then if the customer For the merchant who seeks to reduce serv- doesn't get the proper re- icing hazards, who looks ception from his set, you to the future of his busi- can be reasonably sure that ness, there is prestige and it is not the fault of the profit aplenty in the Exide batteries. xIe line. RADIO BATTERIES THE ELECTRIC STORAGE BATTERY COMPANY, Philadelphia In Canada, Exide Batteries of Canada, Limited, 153 Dufferin Street, Toronto 483 ii A P I 0It E A lI.I N G..1 _UcG,ttlt'-Ilill I'rrh7i<'ttlin>t
`Ihe Sampere Tungar isabig seller -for - charging extra large "A" cffie NEW MODEL batteries. - charging large size auto bat- 2 ampere size is teries. ab/gseller-for - experimental radio stations. charging all types of radio storage bat- - radio batteries used in schools, teries ordinarily used in the home. colleges, clubs and churches This includes 2, 4 and 6 volt "A" stor- where the radio set is in con- age batteries-and 24 to 96 volt "B" tinuous use for long periods. storage batteries in series. No attachments are needed.This size List price $28 is effective, too, for charging a 6 or 12 volt auto battery-which makes it twice as Attachment for charging 2 and 4 easy to sell to the man who has both an volt radio "A" batteries $1.25 auto and a radio set. List price (East of the Attachment for charging 24 to 96 Rockies) $18. volt radio "B" batteries $3.00
Tungar- a registered trademark-is found on/y7 on the genuine. Look for it on the name plate. G EN ERAL E LcnrRIC GENERAL ELECTRIC COMPANY MERCHANDISE DIVISION BRIDGEPORT, CONNECTICUT
484 RADIO RETAILING, May, 1925 Summer JEFFERSON TUBEREJUVENATOR Keepstubes at.,Ífullaiciency -Improvessummerreception
ownershave beenwaiting for a device suchas this-a"tube rejuve- ( nator" for homeuse tokeep tubes at full ll efficiency and increasetheirlength of life. Here is your opportunityto fill this wait- ing demand. TheJeffersonTube Rejuve- nator attaches toany electriclight socket. It "brings back"weak tubesin 10 minutes. SUMO For HomeUse Used once a monthitinsures uniform, efficient tube performance. gr-i The first publicannouncementof the i-.
Jefferson TubeRejuvenator-fullpage III o- May 9 SaturdayEveningPost-is being Q J7'ji JWj followed by a powerfuladvertising cam-
paign in the SaturdayEveningPost and i eleven other importantnational maga- zines. Yes indeed-youcan readily see TUBEREJUVENATOR the interest thisadvertisingwill create iIt y.,re a°`""'0"" among radio owners-whatan opportu- : ;,; nity it will opento youfor immediate :::;`:,"; ' I I I sales and profits! JEFFERSON EIECT,MF4CO. l During summer,of allseasons, tubes ,, 'L must be kept ingood conditionfor satis- =taFt factory results.This factis the key note Hill' `"'J`°q of our currentnationaladvertising. Be sure you are preparedtotake full advan- 1 tage of this unparalleledopportunity for .- ' summer radio profits! 1 5í_ 1 i
And don't overlookanotherimportant _ = f I point. The JeffersonTubeRejuvenator, by insuring better summerradio reception, will result in widersummeruse of radio- SO which means increasedsales of batteries and other radioequipment.Put this new sio in Canada profit -maker ondisplayat once. Don't delay, but orderfrom yourjobber today.ElEcrq1 Jefferson ElectricManufacturingCo. Takeslarge or small tubes -201- - ó A,301-A, UV -199, C-299. Oper- y/CAG 501 S. GreenSt., Chicago,I11. ateson alternating current only. Makers of JeffersonRadio, BellRinging and Toy Transformers; JeffersonSparkCoils for Auto- mobile, Stationaryand MarineEngines; Jeffer. son Oil Burner IgnitionCoilsand Transformers.
I
485 RADIO RETAILING, A McGraw-Hill Publication
Music Master Resonant Wood Insures Natural Tone Quality
Connect Music Master in place of headphones Model ví,$30 No batteries 14" Wood Bell No adjustments Model I'II, $35 (Prices of all models slightly 21" Wood Bell higher in Canada) SUPREME QUALITY of Broadcast Programs is the 1925 radio demand-quality of entertainment, quality of information, quality of instruction. Perfect enjoyment of the wonderful Super- QAYCusic Master-the Musical Instru- Programs by grand opera stars and noted art- ists, now a regular feature of New Era broad- ment of Radio. There IS no substitute. casting, requires the faithful re-creation of Music Master Radio Products are now, and Music Master. always shallbe, of highest quality, fairly priced to the public, liberally margined to the Wood alone for vibrant, resonant amplifica- trade to yield the dealer a handsome net profit, tion-heavy cast -aluminum for tone develop- and well advertised to move the goods. It ment without distortion-finest watchmaking pays to handle Music Master-the accuracy in the reproducing instrument most merchantable item of radio today. -all these elements combine to make There IS no exception.
«tusic Waster Corporation Makers and Distributors of High -Grade Radio Apparatus Model V, Metal Tenth and Cherry Streets Cabinet, Model VIII, Mahog- Mahogany Chicago PHILADELPHIA Pittsburgh any Cabinet with full - Finish, Wood $ p Canadian Factory-Kitchener, Ontario floating Wood $35 Bell U1S1 RADIO REPRODUCER RADIO RETAILING, May, 1925 Twenty customers outoftwenty-one buyports/
One of our leading radio maga- zines has estimated that for every one customerwho buysa set, twenty buy parts! Beside bringing in profits, parts bring in customers.Customers whocome tobuyaMicadon or aDucon and decide that they needsomeother equipment, too. Giveyourbusinessaboost-and keep itlively right through the summer-by stocking the standard parts made by Dubilier. Dubilier CONDENSER AND RADIO CORPORATION
487 RADIO IZETAILING, A McGraw-Hill Publication '. CJ/I V
Trademark SuperspeakerRegistered
D I O circuits are constantly RAbeing improved. Radio art moves steadily forward. But the laws of acoustics are not new.Telephony and the musical instrument art have long since made them final and definite. The Jewett Superspeaker is merely the foremost musical instrument, ap- "THERE IS NO SUBSTITUTE plied to Radio reproduction. There FOR THEBEST" is nothing electrical about it-noth- ing but its performance. And there are no mysterious new principles that threaten to affect its leadership. In The Superspeaker you sell, there- fore, Permanent Radio Equipment-. as modern tomorrow as it is today. That same idea of Permanence is back of every Jewett Product. Good Permanent -Value Merchan- dise, built to Quality standards!Sell it with confidence.
Run through the list of Jewett Products given below, and see how superbly they meet these essentials of Permanence and Quality.Then ask us for fulldetails.
JEWETT RADIO & PHONOGRAPH CO. 5696 TELEGRAPH ROAD, PONTIAC, MICHIGAN Factories: Allegan, Michigan-Detroit, Michigan-Pontiac, Michigan Canadian Sales Offices: Export Sales Offices: Walkerville, Ontario 116 Broad St., New York City
The Jewett Parka5 Cabinet-The Jewett SuperspeakerThe JewettV emco Unit-MakesThe Jewett Micro-Dial-MakesThe Jewett Superspeaker High - With parquetry top. Puts the ama- -All that the name implies. a loud speaker out of your phon-tuning 50 times as accurate. Fitsboy-Houses Radio set and all bat- teur on a par with the most exclusive Recommended by expertsograph. The Reproducer used inany set. Needs only a screwdriverteries. Superspeaker built in. Takes cabinet worker. All saes, prices to everywhere.Price $30.00. the Superspeaker. Price$12.00. to install. Price $3.50. Radio into the realm of finefurni- correspond. ture.Price $130.00. Jewett Quality Products 45R RADIORETAILING, May, 1925
A three months' test of the B-Liminator was run,without our knowledge, by the Newark, N.J. Call B=LIMINATOR Price $35 This letter tells the result with Special Tube "I have been running a test on the Timmons B-Liminator since the first of January and am pleased to report that both the B-Liminator and rectifying tube are still standing up under a daily schedule of about four hours. "I can see no depreciation in the tube as a rectifier, as the volume of the receiving set is as great as ever. "I am very much pleased with its performance.So far it has not given one bit of trouble and has not required any attention." This letter was dated March 25th. The endorsements below are This letter came from the Technical Radio Editor of the Call.And he certainly would test the B-Liminator thor- taken from our new folder, oughly, knowing that we would make wide use of so en- "Let These Letters Tell You." thusiastic a letter. Tunes in Newcastle, England: Down in the corner of this page, we are giving you also "I have a B -Lim which Ivalue very much and upon which I put thecredit for get- excerpts from other letters equally as enthusiastic.They ting "DX, i.e. Newcastle, England, etc. Everett E. Abrahams. are from users of all types of sets. 66 Fort Washington Ave., New York, N.Y. We believe that in view of the remarkable success which On a five -tube Appleby set: people are having with B-Liminators, they will continue to "The B -Limoperates perfectly on myfive - be the fastest selling article in. radio, and will sell heavily tubeApplebyset." throughout the summer months.Last year, tubes and B ThomasAppleby, Philadelphia, Pa. Pres. of the Radio Council, batteries made up most of the radio sales during June, July 3rd U. S. RadioDistrict. and August.This year, the B-Liminator will take the place On an Atwater -Kent: of B batteries in your sales. "I am using a B-Liminator inconnection with a new Atwater -Kent radio, and I am Let us know if you want window signs showing the B-Liminator, getting all stations from coast tocoast." Willard Rapp, or folders telling of their success. 503 Walnut Street, ElmwoodPlace. Norwood,Ohio. Something else you might capitalize for sales.The fan who has On a Freed-Eisemann: used a headset will soon find it too hot to wear them.Sell him a "I am usinga B-Liminator ona Freed- Timmons Talker.Adjustable type, list $35; non-adjustable, list $18. Eisemannfive tubesetwithverybest results." Dr. Gordon W. Welch, 166 W. Main Street, TIMMONS RADIO PRODUCTS CORP. Jackson, Michigan GERMANTOWN,PHILADELPHIA TIMMONS Radio Products 489 RADIO RETAILING, A McGraw-Hill Publication SUMNER I It is possible to keep right on selling radio throughout the summer - if you handle the right set. People have no dislike for music, news events, baseball scores, etc.,in the summer time, if they can get decent reception. But, unfortunately, they have almost become accustomed to the idea that summer static shootsreception all to pieces. With the Premier set that is not so. The Premier isa year -around set. There is no "off season."In the summer, whenconditions upset ordi- nary radio reception,the Premier gets distance regularly-andclearly. Although designedespeciallyfor loop operation, it works equally well on an aerial,either outdoor or in- door. A feature which we believe exclusive is that the Premier can be instantly switched from loop to aerial or back with nochange in wiring. This is a de- cidedadvantage when static is bad. A demonstration seldom fails tosell a Premier. And thisisastruein summerasanyother time. Somebody in your town is going to keep right on selling radio throughout the summer. If you are handling Premier sets, it Four stages of radio and three stages of will be you. audio amplification are obtained 'with the five -tube reflex circuit used in both table and console models. We will gladly tell you about our dealer offer and exclusive selling franchise.Write to us.
`74'Premier 1udio Corporation- DEFIANCE, OHIO
490 RADIO RETAILING,Hoy,19.25 Howbetter contact helpssummersales "IT'S important at all times-but doubly important in summer when staticis apt to be troublesometohave clean, perfect contact between tubes and sockets.If you don't, the almost unnoticeable films of corrosion act as barriers for the delicate current; magnified, they cause annoying noises.It's thecontactthat counts."
THISis the message of Alden adver- tising in the June and July issues of all the leading radio magazines. The radio owner is shown that Na-Ald Sockets, with their exclusive side -scraping contacts (not . ---¡' just side -pressure), are the only ones that _,- completely remove the corrosion from the ` - - sides of the tube terminals-without re-? moving the tube from the socket. __ Na-Ald De Luxe Socket Feature Na-Ald Sockets Na-Ald Socket No. 499, No. 400, 75c. Nos. 499 and 411 50c. Also Na-Ald Adapter No. 429 Na-Ald Adapter No. 429 and Na-Ald Socket No. 499 are especially made for use with UV -199 and C-299 and No. 411 for WD -11 tubes, all of which are used with dry batteries.They are a big aid to the highest tube efficiency. This has a strong appeal to the man ,r radio owners who are adapting their sets to dry battery use for portability outdoors, __-- in summer camps, etc. Na-Ald Small Space "Better contact, the easy way to clearer Socket No. 401, 35c. radio" is the Na-Ald slogan that will boost your summer sales of socketsif you will ; 'Err- tie-up to it.Display Na-Ald Sockets in ' _: your windows.Place them prominently 1 on your counters. . c. -- Write for special window display propos- II ition. Na-Ald Adapter No. 429; ALDEN MANUFACTURING COMPANY 75c. ' Also makers of the famous Na-Ald Dials Dept. AS, Springfield, Mass. Alden Processed
Na-Ald Socket No. 411; 75c. A.AL0
Sockets and Dials
491 RADIO R.E T A I L I N G, A McGraw-Hill Publication
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AUDIOPH ONE BRIS TOL o9yyj'Aq!'sNU-WY SNAP LOUD SPEAKER TERMINAL Just snap Represented by Branches in it on View showing NC -NAY Snap - Terminal assembled. Note BOSTON how snapis attachedto Here's a new business -getter wire merely by closing down NINE Old South Bldg. the small prongs. for you - the NU -WAY Snap Terminal.It affords PRINCIPAL NEW YORK 114 Liberty St. a quick, sure way of mak- ingcontactsonterminal CITIES PHILADELPHIA hoards, phones,batteries Widener Bldg. and many otherdevices. PITTSBURGH Eachterminalisclearly Frick Bldg. MULTI marked, making wire trac- BIRMINGHAM TERMINAL ing unnecessary and thus preventingthepossibility Age -Herald Bldg. STUD of burning out tubes.Clos- DETROIT ing down the small prongs Book Bldg. on the terminals quickly fastens them to wires. CHICAGO You sell simplicity, speed and perfect contact when Monadnock Block you sell NU -WAY Snap Terminals.Your cus- ST. LOUIS tomers will find many more uses for them.Let Boatman's Bank Bldg. us send you more complete information. SAN FRANCISCO THE HATHEWAY MFG. CO. Rialto Bldg. Bridgeport, Conn. Metropolitan N. Y. Representative-C. A. Olmstead, 107 Halsey _ St.,Newark, N. J. _
iI I 1111I 11111111111111111111111111111111111111111111111111111111111111111111111111111111111111I l I 1111111111111111111I11111111111I1111111111111111I11111111111I l I l d:
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-An Ideal Set for 6,800,000 Farmers -A Fertile Market for You = = C = Recent statistics show that there are over 6,800,000 farms in the country without radio sets and most of them excellent radio prospects.Statistics also show that the average price
of sets bought by farmers is from $100 to $150.It is a huge market for you with the Murdock five tube Model J Neutrodynewith a $20.00 A built-in loud speaker.
Neutrodyne for $100 Thisisit-the ideal set for the farmer.It= Baby Grand AlsoModelNo. a a 's 101 without isn't kit-itis $15.00 Loud Speaker. standard Murdock Sells at $92.50 product carefully built And ModelNo. 110withLoud inafinemahogany Speaker having cabinet, with com- a n adjustable Loud Speaker partment for "B" bat- Baby $12.511 Unit. series. Sellsat $110 Dealers will be interested inourproposition-let ussendyou complete data.c
Model (2 $30.00 -Ji Send for Bulletin AL -3022 showing the Bristol line. The Bristol Company, Waterbury, Conn. *IMO OCKI Wive. J.MURDOCK CO.,Chelsea, Mass. L..nn..mmnmmlmnnnono...... nn...... u..nn....u..n..nnnmmn..nnuulgnm..nmm.nmunmmnuu..nnnnnll1 492 RADIO RETAILING, May, 1925 ECLIPSED! Stock stored in blind counters, or piled on shelves, with- out visible display, means eclipsed sales.Seeing, the most vital factor in successful selling, has no chance. The Sherer Radio Display Case provides for both dis- play and storage. It brings to your store modern methods for increasing turnover, speeding up service, and prevent- ing shop-worn goods. Sherer Equipment pays for itself in increased business. Invariably, it is sold only where it will prove profitable. Your need for a Sherer Accessory Display Case is de- termined by the Retail Advisory Bureau. A staff man consults with you and assists in solving your problem of getting more business without increased expense. Be sure to see the Sherer Retail Advisor when he comes in, or write and make an appointment with him. He offers you intimate knowledge of the most successful retail merchandising methods. SHERER-GILLETT COMPANY, 17th and S. Clark Sts., CHICAGO
al DISPLAY EQUIP 493 RADIO RETAILING, .4 McGraw-Hill Publication A sight selling pair of Dayton Fansradio troublesavers embody the which pay for their place on every dealer's counter Make strong, quickly detachable con- three essentials nections of cords, extensions and lead wire by simple means without resorting to complicated, "fussy" radio contriv- of FAN ances which are both expensive and hard to manipulate. NSTRUCTION An ordinary screw driver (not a midget) connects or detaches in a jiffy-and the screws can't come out. SHERMAN FIXTURE CONNECTOR Solderless, all brass with non - removable screws.A long popular fitting, finding added uses in Radio. For connecting- Aerial lead-in wires, ground wire extensions, battery extension Pat entelApprove'. wire.multipleheadsets,two ®ffl# Durability loudspeakers, etc. Large Volume of EXTENSION Air Delivery CONNECTOR A pairoffixtureconnectors id AttractiveAppearance withinahandsomeinsulating case. For- We offer you a splendid opportunity to in- Loud Speaker extension. crease your profits by supplying your cus- Replaces portable jack and plug at tomers with Dayton Fans. less than a third of their cost. 601. There are two wonderful new models. A Takes any kind of wire; expensive ten -inch oscillating fan retailing at $15 and cord with metal tips not essential. an eight -inch non -oscillating modek for $7 50 Multipleheadsets - thesimplest, The new ceiling fanis another big seller. quickest, cheapest method. All There are large and small oscillating models, double cord extensions. non -oscillatingmodels,ceilingfansand To see is to buy ventilating fans. "Trade Winds" is full of information that Handsome display cartons will help you.Send for it. insure attention The Dayton Fan and Motor Co. Dayton, Ohio For 36 years manufacturers of high-grade electrical apparatus
Carton of 50-Dealer Parton of 1s-List, 60 cents price, $2.05. each-Dealer discount, 35%. Send today for a carton of each.The DAYTON FAN & MOTOR CO., Dayton, Ohio investment is small-the sale quick. Send me a copy of "Trade Winds". Sold by Jobbers
Name MADE BY St. No. H. B. Sherman Mfg. Co. City State Battle Creek, ifich. 494 RADIO RETAILING, May, 1925 reMatched
builders want them because theyarc i* II matched kit con- MATCHED. Engineers specify them because tains icree DUPLEX Standard condensers, kpecially se.Iected, they are MATCHED. Dealers sell them easily matched, packed and scaled, so they remain and with profit, protected by a guarantee unopened, untmiched, unchanged until ready to that is a new departure in merchandising. be placed in a see. DUPLEX Standard con. deniers are the accepted standard of condenser ex. Ask your jobber about cellence. They are made av Only in strict accordance with MATCHED the Bureau of Standards MgrcHE9 AfATCHEa or w ; i...., . :,. specifications and are being used in the famous '.ihermiodyne,where DUPLEX CONDENSER & RADIO CORP. matchin=g is absolutely 34 Flatbush Avenue Extension Brooklyn, N. Y. essential.
DUPLEXMATCHED CONDENSERS TwoiCurves whichinterest the dealer in selling Transformers- Sales and AmplificationI They go hand in hand
In selling radio every dealer wants merchandise that will give him a high and steady sales curve. The surest way to get that kind of a curve on your transformer sales is to sell the new General Radio Type 285 transformer. It is a popular item and much talked of by experienced radio set builders. Its popularity is due to its high and flat amplification curve and moderate price.The outstanding features of this new transformer when installed in a set are that it delivers noticeably more volume per stage and gives a much purer tone quality than any other transformer in popular use. Ask your jobber or write today for our latest parts catalog 920-R.
The New General Radio Type 285 Transformer GENERAL RADIO C9 Price, $7.00 Cambridge, Mass.
495 RADIO RETAILING, A McGraw-Hill Publication
u l I l I1l I I l 111I N 11111I1111I I I111111111111111I11 I 1111111111111111 I I I I I l I11 I I lI111111I I111111I1111111111111111111111111111 I 11111I l I 1111I11I111111I1111111111111111111 r: u111III11iIlII1111111NI11111IIlIII11NII11i11I11IIlIII I11Ilir IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIII111111111 IIIIII 11111 III _,j ( "IlIIINIIIIIIIIIIillllllIII 11 I Watch your summer sales grow when you sell the = A 10 PA TS árradio TRADE $15 Line GempIete 9 frefiIasttIakiar<`eamdGlifil IT'S the one way out of a duplicated, dis- jointed stock. With a smaller investment in a balanced stock-in the radio -electri- cally balanced line-you can satisfy every call for Patents Pending A completely equipped portable Loud Speaker Units They are radio case Variable Condensers all stan- dardized. Three features make the Karryadio case of instant appeal Rheostats and interchan- to the portable set builder. __ Potentiometers The cover contains a low -loss loop and isso designed geable; that it can be turned in any direction-to pick up the Battery Switches radio -el- different stations. Sockets and all ectrically The case contains a collapsible horn.When closed, the essential parts horn occupies a space only an inch thick and can rest on balanced. top of the batteries. When snapped open it measures six To get a line on simplified parts -s Ping, send inches square, giving wonderful volume. for H & H Catalogue 4W. Descr bes every The case is compact.The dimensions are 18/ in. long, saleable, serviceable unit from Aerial Insulator 14/ in. wide by 5.4 in: thick-covered with good, black to Ground Clamp. leatherette. FEATURE THE KARRYADIO CASE this Summer. It will sell parts and units for you too.Write for te literature and discounts.
P. RT.rtO HEGEMA ARMLEY RADIO CORPORATION HART FORS 'VCONN. U.S.A. 68-70 Fleet St., Jersey City, N. J. _
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911111111111111111111111111111111I11111IIIIIIIIIIIIIIIIIIIIIIIIII11111111111IIIIII111! IIIIIInun111111IIII1II1111111111I1111IIIIII111I11IIIIIIIIIIII11111I11II1 1111/11111111111111111111111111111I Ultlluul I lI I lI l il l uI1111111I nI lull ll mun ll l u1m u l u l l l llll u l ll n l l ll ll l ll l 11 nI I II I I I111r1II111i111111111111111111'. A REASONABLY NOLTE COIL priced five tube re- ceiver that sells and TYPE F26 satisfies. for the Roberts Circuit Write for details. THE LIST PRICE A -C ELECTRICAL MFG. CO. $5.50 Dayton, Ohio
Write for literature. NOLTE MFG. CO. 61 Gautier Ave., Jersey City, N.J.
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glI1111111I III II11I11111II II I IIII11111111m111H111HI nulu1111u1111111111111111111I1I111I111111111111111111111I1111111111111I111I11I11111111111111111111111111 I 9111111111111111111111N11111111111111I II I II I II I II IIIIII III I II I II I III II III III II II III I I1111111111111111111111111111111II I IIIII 11111111111111111111111111111111111119. Engrave Panels for Radio Builders! OWis the time Keep Busy This Summer When Retail Sales Are Quiet. to sell your customers EVERY radioamateur who builds his own set wants en- s`Úo. graved on the panel his name, KEYSTONE trademark, dial markings, etc. RADIO LIGHTNING You can do itfor him if you ownaRapid Engraving Machine, and make F .. several dollars an hour ARRESTERS doing it. Approved E-1837 Orderthroughyour Complete equipment, jobberorwritefor $135. Usual prices are completeinformation. several hundred dollars. Be first to own one $1.50 Electric Service Supplies Co. and coin money. Complete 17th and Cambria Sts., Philadelphia, Pa. a Branch Tool Co., Dept. H, Forestdale, R.I. 11111111111IIIIII it HMI tillllllllllllllllllllllllllllllllllNllf 496 RADIO RETAILING, May, 1925 e Illll lllllnll llllllllllllll lll IIIIIIIII III I II I II I II III III I II III III Ilill lll lll lu nnu INIIII I II III III IIIII III IIIIIIIINII IIIII III III11111I I I I nU u u u I III II I awuuuunnnmunlmmu mmmmmmnnu1.m aummmunnummmiummu uunaunmmmuuannmmi nnmmmm
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Percent Auto -Plug Molded Bakelite for Pacent Jack Push these winners Radio The Pacent Auto-Plug-It's patented. A scientific marvel-simple and efficient. Shockproof. Retails for 75c. Pacent Jacks-Over two million in use. Fine springs!Ten types retailing at 50c to 90c. All Pacent Radio Essentials gives ut- most consumer satisfaction.The very name "Pacent" helps to clinch sales quickly and easily. Get in touch with your jobberor write direct for a catalog of the entire line and dealer's discounts. Bakelite and Condensite knobs, dials, socket bases, rheostat bases, condenser PACENT ELECTRIC COMPANY, INC. 91 Seventh Avenue, New York City end plates, and other parts, produced by our large and experienced Mold- Washington Philadelphia Minneapolis St. Louis ing Organization. Boston Buffalo San Francisco Pacer Jacksonville a Chicago Detroit Birmingham RADIO ESSENTIALS Pittsburgh Canadian Licensees: R. li. White Radio Company, Hamilton, Ont. American Insulator Corp. DOÑT IMPROVISÉ - PACENTIZE' 52 Vanderbilt Avenue, New York City
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P. Dealers who make the Harry Alter Company their source Charges both of supply have, at all times, A and B access to complete stocks of Batterle9 Soldcomplete the products of America's with cord. leading manufacturera...and battery leads prompt deliveries from these and Blips stocks. g.
The HARRY ALTER CO. E Sell a Winner OGDEN at CARROLL AVENUE CHICAGO It's just a small margin - that difference between Wholesale Distributors for profit and no profit.In radio chargers, sell a winner and be sure of that margin. Freed-Eisemann Sets Benjamin Products The Valley is the radio battery charger with ten Radion Panels Hold -fleet Appliances points of superiority - ten selling points which Freshman Receivers American Beauty Irons move it for you. That's why it's a winner. Premier Parts Appleton Fittings Signal Apparatus Duraduct Products If you are not handling Valley Chargers you are Balkite Chargers Save Lamps O missing sales, that's all.But that's enough for the Brandes Headsets Wadsworth Switches 5. progressive radio retailer. Order from your jobber Dubilier Condensers Inland Glass or write us for information. Carter Apparatus Liberty Stoves E Pacent Parts Dim-A-Lite Sockets a VALLEY ELECTRIC COMPANY Erla Kitsets Burgess Batteries 3157 S. Kingshighway-Saint Louis, Mo. Allen-Bradley Parts Master Motors Battery e.4nd many others nationally advertised VallegrChargers and nationally known bNnunnnmununuuaunuuuuuuumuuunuunuunwuu1.mumuunnunuuuunnununnnnunlunulu,uinnnulnlInunuuuuunuunnuuunuuuuuuununuuuniminnuununmumuuuuumuuuunuluunnuuuummuuuuuuuulnulri 497 RADIO RETAILING. A McGraw-Hill Publication
RADIO CABINETS One Good Reason Why Radio Dealers Should Stock NATIONAL Velvet Vernier Dials and Condensers.
C "-if you CPC Central Peat Corporation, a CAfl,", MICNIOAII asked 4re11 10, 1ft5. $10 each
,.t1an, Company, /no.. instead 0ubrldge, 11u.
Centle0e.:. of $2.50, Oh.a . empego turne out an honest rtlele of greet mint that comp. , the thou...,, of complement. It le sure to re. .sire. I would Pon don't k0o, me from Adam. lot Fifty Years of Building Furniture nrjtime I sit do.. to theoldmails bot n4 turn those Velvet teal. yoe here q b1.ning. still be a 1 hu11t three Roberto 0.uotcut..nd tnetIled 11 4' Valcot 4101..prfeetton is the ,oe that deeerlh.a them.?hereduotlonratiois enetl7 right ..d the n oth.ruming .soha.lem Velvet be the diala Joy to henil*. If you.04$10.40 Let Us Build each Instead of $2.14 I could still be "Velvet" os.r. Your I *rack up the "Velvet" to v r user," radio fu I lino.. and .o you bare beugetelad let of edr.rtla.g you didn't know about. writes Tour. very*1017. Radio A. B. Ourtie Mr. Cabinets Curtiss Aside from our regular line The reputation of yourstoreincreasesindirect proportion of cabinets, we are building to the degree of service rendered by the products you sell. them bythethousandsfor Why not handle a product that is as satisfactory to the user large users of cabinets.With = as the NATIONAL Velvet Vernier Dial? substantialorders, we build special, exclusive designs. NATIONAL COMPANY, Inc. Cambridge, Masa. BURT BROS., INC. Sole Licensees for the Manufacture of the National Regenalormer 2000 S. 9th Street, Philadelphia, Pa. under the Browning -Drake patents. 711f
tllnllulannlllnllllullnmlllllllllllll1111IIIIIImIamlllinnllll111III111111n1allnllllllmemmmlemuanllNW_ amunumwwmalluunummmmuuumrannuumnnlnmmmuunnmmmmminunlnmmunnllWWllnilummm U. S. Patent Granted FRESHMAN DURHAM Variable IRIII Cla In the June Issues High Resistance of the Leading RADIO TRADE JOURNALS Will Appear an Announcement This plunger of the now fully protected Permanent Sales The trade has been long familiar with the DURHAM plungeradjustedVariable Policy High -Resistance - formerly labeled "Pat. Under Which Our Pending." Under U. S.Letters Patent New and Improved No. 1,526,191, date Feb. 10, 1925 DUR- HAM & CO., Inc. now enjoy sole rights Line of Radio Frequency to manufacture, sell or license the plunger Receiving Sets adjusted type of Variable High Resistance. Will Be Saidrightswillbeadequatelydefined SOLD, SERVICED AND PROTECTED against all infringers. Register your name now for consideration when territory is allotted. DZIIiAM £ CO..Inc. Chas. freshman C9 rte. 11930 Market St.. Philadelphia, .%2aalioSereloe saw rP4Z/ Canadian Distributors: De Forest Radio Corp., Ltd., Toronto gg FRESHMAN BUILDING 240-248 QEST 40TH ST.-NEW'DRK.NY allMM11IIlnunnnnnmmTImnnnummmmnuummnmmnmmnmmummmmmnaanunmm1111111 nmmmuunuuu6 =Nmnnnnmmmmnmllmnmmmmmnmuumuminmwummmmmmumwmmunumuuuuuuwuuumuuuummuu3 498 RADIO RETAILING, May, 1925
9111111111111111111111111illlllilllllllllillllluilallllillllllalllillllllllllllllllllllllliliillll nliiili1111111111111111ii11i111111111111a111111i111111111111R ulllllillllllllllllllulimlaaallllllllli lll lll llll llllllllllllllimllllalllllllllllllllliulllllllllllllllllllilllllllllllm W IIaa111 W laallllmalt7
Hamilton s. The Wonder Portable and Home Set Combined
Bringing 'em in- The extensive advertising program of The Jeffer- son Electric Mfg. Co. is of direct benefit to Jeffer- These features will sell Highestefficiency gained h son dealers. portables for yo Dominating Jefferson space in leading radio pub- The Hamilton embodies in a portable the qual- parts selected ities found in the most expensive of instru- after exhaustive lications-Jeffersonpublicityinnewspapers and ments! tests. trade ;ournals through the country-thousands of A six -tube non-reradiating receiver employing THORDARSON large scale wiring diagrams specifying the use of threestagesoftransformer -coupledRadio Audio Trans- FrequencyAmplification,Detectorand two formers Jefferson Transformers sent out to consumer in- stages of Audio.It operates without aerial ACME Radio quiries.The cumulative effectof welldirected or ground. Transformers advertising is resulting in larger and larger sales Only one tuning control.Itis highly selec- IT. S. L. Conden- tive, has exceptional volume and sets a new sers for Jefferson dealers.We're "bringing 'em in" to distance record among portables. TIMMINS Speaker radio stores the country over. Itis entirely self-contained,light in weight. BENJAMIN and compact.Inside and out, workmanship Sockets Are you lined up to cash in on Jefferson advertis- is of the finest. FORMICA ing and publicity?Write us today. It has the outward appearance of a very high Panelling grade suitcase. Etc., Etc. Oct our proposition (without obligation) and full details! Jefferson Electric Mf g. Co. HAMILTON RADIO, INC. 501 So. Green St., Chicago, Ill. Office: 7 Hamilton Place, Broadway at 137th St., New York City. Factory:12 Diagonal St., Long IslandClty. S smennnumminnnlmmmnnmmummnnnunumsununmuuun11ammnnun m i m mmunnummmmmmmumE ,1iliiiiinil ilii 111111 iil i111i iiiiil iiii iiiii illlliii1111111apni11aaan liiliilillllilllllii iiiii iiiiii liiiliili III IIIIIII11II1Iili1111111111iliIIa1111111111
Money in your pocket-the Master Fore RADIOGRAM Fore Electrical Mfg., Co., St. Louis. Mo., Manufacturers The Zinke Com- Battery Charger pany,Chicago,Ill.,SalesDepart- ment. Rapid turnover with a handy margin of profit Send me free of charge complete in- for you.For your customers, a dependable and formation on how to make more economical battery charger for practically every money with the Master Fore. requirement. The Master Fore Battery Charger charges any 6 -volt Radio or Automobile Bat- tery, also Radio "B" Batteries up to 48 -volts in Name series and up to 120 -volts in multiple.Easily operated by anyone-a big sales builder for you. Address Fillin,clip and mail the coupon now- TODAY City Manufactured by Sales Department Fore Electrical Mfg. Co. The Zinke Company 5255 N. Market Street, 1323 S. Michigan Ave., State St. Louis, Mo. Chicago, III.
a11uuuuan11nn11unn11nnn111111u111111unnnn1111u11u1111n111111nmmmu1111nmmn11ummmnmmnunmu1111mu1111nnmr_ nnnnnn11nnllnnlunnuannuuunnuunuunuuunuuunnuunnnunununmuvuuunnunuu11ununummuuuunnuw Sell this special antenna Note the with every set! many strands Greatest possible capacity and conducting THE WINDHAM WIRE FORMER surface,withlessresistance,itactually increase, range and volume. Forms loops for No. 4, 6, 8 and 10 It makes an excellent indoor antenna too I Made In copper, tinned copper, enameled screws, makes easy radius right copper.Put up in colla of 100 and 150 feet. 17. Ask your jobber for literature and angle bends, has flat jaws and sales -pulling yriees! ROSS WIRE COMPANY wire cutters. A complete tool for 69 Bath Street, Providence, R. 1.. those who build their own. o.
= Price $1.25 (Patente pending) THE GOYER COMPANY Willimantic, Conn.
.annunuununnan11mmn11n11u11mimniiummi1111mmmnnu11unn11unuunuonnan111111nann11nn1111nnummpir.m11u11mnaiunnummn11mnumuunmmmmunnnnmunnnmmmmntnnamnmmnnnnummnnmmmnuumuuc 499 RADIO RETAILING, A McGraw-HillPublication The ModernHand
ELIMINATION Two great national wastes program for public utili- of waste in selling ties alone. Withina cen- and distribution is in distribution tury we have built rail- the need of the hour. It "Waste due to enormous road systems aggregating is not a fad, nor the out- expenditure of effort and 275,000 miles. moneywithoutadequate pourings of the "tormen- We have transformed tors of progress."The basic information on which to base sales promotion. the farm from thesource demagogue is in no way of supply of the indi- responsible for it.Eco- "High pressure selling and marketing expenditurein vidual to thegreat pro- nomic factors are forcing unprofitable areas." ducing force of American it.Following the elimi- life. nation of waste i -n produc- HERBERT HOOVER Secretary of Commerce Our mines, answering tion which made America the call for coal and the'greatestproducing ore to feed the hungrymaws nation of the world, elimination ofwaste of growing industry, in distribution is the logical have themselves next step. demanded themeans wherewith to pro- Withtheexceptionofinfrequent duce. periods of depression Americaalways has Because of this great been a seller's market. The expansion, indus- rapid devel- try did not feel the needto analyze a'nd opment of the United States constantly study sales efficiency. Unwieldy has created systems a demand for practically of distribution have beenthe natural everything we could produce. result of a rapidly expanding In half a century population we have poured over and a growing demand forhigher stand- ten billion dollars intoa construction ards of living.
500 RADIO RETAILING, May, 1925 writingonthe Wall
When the world war came its unparal- most advanced thinkinginindustrial leled demands on industry were met with progress. a production expansion which was a mar- Industrial Marketing Survey vel then-but a problem today. Foreseeing the need for more scientific selling, the McGraw-Hill Company has What Is Industry's Answer? consolidated into useful form the mass of Increased sales efficiency and the elimi- information which it possesses. This has nation of waste! The great production been supplemented by a recent survey geniuses of industry must become equally which definitely indicates what positions great geniuses of distribution. the real buyers in industry occupy and Markets must be studied, buying habits what influences their buying. determined, the potential buyers located Accepting the message ofSecretary and selling effort concentrated within the Hoover as a challenge, the McGraw-Hill area where profitable results are possible. Company places itself and its facilities at Salesmen must be trained to serve, their the service of industry in the necessary eyes must be lifted from the dotted line to work of eliminating waste in selling and the higher vision of selling 'in terms of the distribution just as, in the past, it per- buyer's interest. formed a similar service for production. There is no room for the business which Manufacturers who sell to industries selfishly pursues the order without thought served by the McGraw-Hill publications for the buyer's interest and whose greedi- are invited to make use of the McGraw- ness tempts it to go beyond the border -line Hill facilities in developing their sales of profitable selling. and distribution plans. The McGraw-Hill With half a century of accumulated staff will gladly assist them or their adver- knowledge of industry back of it,the tising agents in determining their poten- McGraw-Hill Company has perhaps a tial markets, and in formulating plans for broader view of the needs and possibilities reaching and selling these márkets. of the industrial market than any other The McGraw-Hill Company welcomes single organization.Its fifteen publica- this new opportunity to serve industry in tions, serving many industries, have, as the furthering a program so fundamentally price of leadership, kept abreast of the sound.
McGRAW-HILL COMPANY, INC., NEW YORK, CHICAGO, PHILADELPHIA, CLEVELAND, SAN FRANCISCO, LONDON, PUBLISHERS OF Mc GRAW-HILL PUBLICATIONS REACHING A SUBSTANTIAL MAJORITY OF THE POTENTIAL BUYERS IN THE INDUSTRIES THEY SERVE Electrical Mining Industrial Overseas Construction & Civil Engineering ELECTRICAL WORLD COAL AGE POWER AMERICAN MACHINIST AMERICAN MACHINIST ENGINEERING NEWS -RECORD JOURNAL OF ELECTRICITY ENGINEERING is MINING CHEMICAL S. METALLURGICAL CEUROPEAN BDn1OIT Transportation ELECTRICAL MERCHANDISING JOURNAL PRESS ENGINEERING INGENIERIA INTERNACIONAL ELECTRIC RAILWAY JOURNAL RADIO RETAILING INDUSTRIAL ENGINEER BUS TRANSPORTATION
501 RADIO RETAILING, A McGraw-Hill Publication SEARCHLIGHT SECTION SURPLUS STOCKS-BUSINESS OPPORTUNITIES CNDISPLAYED-RATF. PER WORD': INFORMATION: DISPLAYED-RATE PER INCH: 1 to 3 inches $6.65an inch Positions Wanted, 6 cents aword, minimum BarNumbers in careofanyofouroffices $1.25 an insertion, payable in advance. 4 to7 inches 6.40an inch count 10 words additional in undisplayed ads. 8 to14 inches 6.20aninch PositionsVacant andallother classifications, Rates for larger spaces, or yearly rates. on request. 10 cents a word, minimum charge $2.00. Discount of10% if one payment is made in advancefortourconsecutiveInsertionsof An advertising inchto measuredvertically on Proposals,40 cents a line an insertion. undisplayed ads(not including proposals). one column, 3 columns -30 inches-to a page. Radio Retailing
SALESMEN WANTED BUSINESS OPPORTUNITY
Salesman Wanted I If you are a wide awake salesman who has A Retail Radio Store CASH PAID kept step with the manifold changes andfor sale in a large western city for $1,500 Webuy for cash,allelectricaland radiogoods, surplusstock,radiosets,parts,loudspeakers. improvements effected in radio during the cash.Excellent location, exclusive city electric fans and motors. etc. We buy any quan- pasttwoyears,there'sagoodjob tity-No stocktoo largeforus. Manufacturers awaiting you somewhere in this ever ex- franchiseforwell known make. Will and jobbers send us your close out lists. panding field.You can find this oppor- consider partnership. tunity through a "Searchlight" advertise- BO -4, Radio Re- RADIO Su RPLUS ment in Radio Retailing. tailing,7 So. Dearborn St., Chicago, Ill. CORPORATION nn,nunmm nnnnrnmmm mmmnnmmmmnmmnmm,1nnnmmw Sales AgentsWanted Department Store Radio Department for Radio Space For Rent For Rent the well-known in oldest store, city of 60,000 popula- Good established business in large tion.Radio businessestablishedin the store enjoying good trade. Ex- department store situated incity Eagle Condensers cellent opportunity for two young mete of 40,000 population, surrounded Exclusive territories open in various who thoroly understand radio and are by rich farming community. Splen- DartsoftheUnitedStates.The good salesmen. We will make a good did right type of agents can make very proposition to the right parties. Write propositiontorightparty. favorable arrangements. or call Address Eagle Condensers, Inc. 760 Bedford Ave. Brooklyn, N. Y. GEO. A. DUCKER CO. Mandel & Schwarzman Joliet.Ill. Bloomington, Ill.
ing Something ofInterest! Yes sir, in the Searchlight Section there is something of interest forevery reader. Watch the advertisements here.Any issue may hold just the opportunity you have been seeking, or one you would like to take advantage of. On the other hand, if you have an opportunity to offerothersinthisfield-surplus,employ- ment, business, selling, etc.-you will find adver- tising it in the Searchlight Section the quick and efficient way to get the attention of interested persons. For Every Business Want Think "SEARCHLIGHT" First
502 RADIO RETAILING, May,1925
emmuouuuuuuuuuaunntn munnuesoimmin uuuuunuunuuaunsaamunsimmuumnmtnuunuuuaunauuu simu uuuauaunuuuanuuuunununun umnuauuoanunummunin osnuunanuu imintuu ummummuummum u Telephone Cords High-grade Cords for all makes of Headsets and Loud Speakers I. We solicit your 1925 Business. Write for Prices. é ' Gavitt Manufacturing Co., Inc., West Brookfield, Mass.
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Sell Them E. Elektron Radio Tubes = = (Tiples, _ = Knickerbocker Radio Case To Build Their Own Portable Li ti -2
Bakelite Fully = - .50 Bases ,? Guaranteed = = 12 Retail List Price $300 1a
=_
P.
200 201A 199
A REAL TUBE MADE by an organiza- tion with years of experience, and capable 5. of giving you the best possible combination, quality and service. Territory now open to Jobbers and Dealers. High Grade BlackArtificialLeatherCovered. Our unusually large discounts mean more Removable Back and Front. Wood Horn for Loud profit to you. Speaker. Space for Panel 21 -in.x7 -in. Deep cover for Dials and Straps toHold Collapsible Aerial.Battery space both sides of Horn. Lectrodio Corporation Liberal Discount to Dealers 186 Market St., Lynn, Mass. Order Direct. Now 's the Portable Season! Radio Tube Specialists KNICKERBOCKER CASE COMPANY 22.8-238 N. Clinton St., Chicago itmusussusussmsnoissttttussuinasttmitmnnentsusstutttttttnsuussumtttusso ssussoum mnimumusinai.' ffissuamtastanssussis mtmniimmm sonsumnunnnnmmmmnnumnsmmmmtunm ssu m ssu mnmummmé
ALPHABETICAL INDEX TO ADVERTISEMENTS
Page Page Page Page A E K R A -C Electrical Mfg. Co., The.496 Electric Service Supplies Co...436Knickerbocker Case Co 503 Radio Corp. of America...454-455, Alden Manufacturing Co 491Electric Storage Battery Co....483 L Radio Trade Directory... .422-423 Allen-Bradley Oo. 417 Reichmann Co. Back Cover Alter & Co.. Henry 497 F LectrdioCorp. 503Ross Wire Co 499 American Insulator Corp 497 Apeo Mfg. Co....Inside Back CoverFore Electrical Mfg. Co 499 Freshman Co., Chas.. Inc 498 Atwater Kent Mfg. Co 424 Murdock Co., Wm. J 492 S Armley Radio Corp. 496 G Music Master Corp 486 Sangamo Elec. Co 421 B Gavitt Mfg.Co. 503 N Searchlight Section 502 GeneralElectric Co 484 Sherman, H. B. Mfg. Co 494 National Carbon Co 482 Benjamin Electric Mfg. Co 504General Radio Co 495 Sherer-GillettCo. 493 Branch Tool Co 496 Goyer Co.. The 499 National Company, The 498 Standard Radio Corp 419 Brandes,C..Inc.. Inside Front Cover Nolte Mfg. Co. 496 Supertron Mfg. Co 420 Bristol Co. 492 H t0 Burt Bros., Inc 498 Hart & Hegeman Mfg. Co 496 Operadio Corp. 418 T 499 D Hamilton Radio Corp Overstock Exchange 502 Hatheway Mfg. Co 492 Timmons Radio Products Corp:489 Dayton Fan & Motor Co 494 P J Dubilier Condenser & Radio Co 487 PacentElec.Co 497 Duplex Condenser & Radio Corp 495Jefferson Elec. Mfg. Co....485-499Phenix Radio Corp. 481 V Durham & Co.. Inc 498Jewett Radio & Phonograph Co.488Premier Radio Corp 490Valley Electric Co 497 503 RADIO RETAILING, A McGraw-Hill Publication The Sprinq's the Thinq
1
SPRING SUSPENDED SHOCK ABSORBING,
Cle-Ra- Tone Sockets Irritating microphonic distortions caused by the transmission of all sorts of outside vibrations to .e' 1Tube Noises tube filaments, one of radio's most troublesome and Start Sales shortcomings, have been ended. Cle-Ra-Tone Sockets have stopped these tube noises-by "floating" the tubes above all jars and shocks in a spring suspended socket.This exceptional feature, necessary in every radio set, has gained nation-wide popular- ity since its inception, as its vast sales in all radio retail stores show. Forceful, sales -making advertising in Popular Radio, Radio, Radio News, Radio Engineering, Citizen's Radio Call Book; hook-ups, featuring Cle-Ra-Tone Sockets, by leading radio engineers, in dominant -faily newspapers, are constantly telling the radio fans in your community of the many distinctive features in the Cle- Ra-Tone Socket. They not only stop tube noises, but also improve the clarity, selectivity, and distance getting powers of any set. NEVER Leading radio authorities, radio engineers and widely } TOUCHED ME known radio manufacturers recommend and install it in their finest radio creations. There are no easily deteriorating parts in the Cle-Ra- Tone Socket. Bakelite is used wherever possible to insure high insulation, sturdiness and long life.Con tact points to tube terminals are perfect and permanent.Four lugs make soldering easy. Stiff bus wiring does not affect the flexibility of the supporting springs. Benjamín Electric Mfg. Co. 247 W. 17th Street 120-128 S. Sangamon Street, 448 Bryant Street New York Chicago San Francisco Manufactured in Canada by the Benjamin Electric Mfg. Co. of Canada, Ltd.. Toronto, Ontario 504 The Big Sets areToughonBatteries Which Presents a Real Sales Opportunity to YOU!
BATTERYPó CHARGER <5ÉliV4Lr5CISIGYCLE5 RADIO FANS ~VOLTS APCO Chargers are don't want to APC\\ compact and neat in e appearance.There's waste time charging e2 $6.00 for you on every batteries.And the APCO "A" Charger
big sets certainly do i116a1i sale; $3.25 on the "B" "burn the juice." Charger. And APCO Chargers are mechan- There's a real de- ically right, hence mand for APCO Apco "A" Charger 7C. amperecapacity. Self - good -will builders for Chargers. They do polarizing. Tapers the charge. dealers. o v e r - List $13.50 n i gh t,efficiently, Order from your Jobber or quietly-without write for full details. annoying hum or Apco Mfg. Co. buzz.They con- Providence, R. I. sume but little cur- Apeo Branches Apeo Mfg. Co., Electrical and Export Office, 184 Nassau St., New York City. rent.Cannot .over- Apeo Mfg.Co.,1438 S. Michigan Ave., Chicago. charge because they Apco Mfg. Co., 2008 E. 15th St., Kansas City, Mo. Southwestern Office: M. L. Martin. 2008 5º taperthecharge. Apco "B" Charger Commerce St., Dallas, Tex. For 24 or 48 volt "B" storage Canadian Factory: Apeo Canadian Company. Easy to hook up. batteries, or JO volts in multiple. Ltd., 3150 Jeanne Mance St., Montreal. List $10.00 APCO BATTERY CHARGERS for "A" and "B" Batteries LOW -LOSS DOUGHNUT COILS
This Summer You Can Sell Positive Selectivity!
In summer you can sell Thorola Low- The market consists of most of the pres- Loss Doughnut Coils, pronounced the ent owners of radio receivers, together greatest radio advancement since vacuum with all builders of new sets. They can tubes. Summer can't stop the interest in obtain new and finer radio entertain- the remarkable effects now made possi- ment simply and quickly with Thorola ble by Thorola coils. Low -Loss Doughnut Coils. These coils do not "pick up" signals in- Here is another Thorola product built dependently of the aerial. These coils and backed to give the trade its 1925 have a self-contained field which prevents selling sensation; to stimulate summer intercoupling and ends the need for interest as never before. See your jobber wasting space on "funny" coil angles. or write for complete descriptionof this These coils introduce the Thorola prin- remarkable radio advancement, includ- ciple of Isolated Power, an effect which ing diagrams of new circuits illustrating ranks in importance with Heterodyning the most effective use of these coils. and Regeneration!
REICHMANN CO. Selling Thorola Low -Loss Doughnut 1725-39 W. 74th St., Chicago Please send me complete description of your new discovery, Coils is selling acute selectivity, extreme Thorola Low -Loss Doughnut Coils, together with circuit dia- clarity, sharpest response to controls, in- grams illustrating the most effective use of these coils. creased volume on distant signals partic- Name ularly. The difference in any set is un- S'treet and Number mistakable. Town