A Rectifying Tube

STATISTICS AND STABILIZATION NUMBER - MARCH, 1933 25 Cents per Copy McGraw-Hill Publishing Company, Inc.

INCLUDING SERVICE AND INSTALLATION RADIO SECTION RETAI LI NG Home Entertainment Merchandising

Mallory engineering developsnewprinciple 0-oceGONeVoS*S ON,,O anEliminator without a Rectifying Tube

LAST YEAR.... Mallory Engineers made auto -radio all -electric by eliminating "B" Batteries. THIS YEA It... Mallory Engineers obsolete the rectifying rube with a self -rectifying Elkonode.

As a complete Eliminator - this model will operateaip, automotive radio set now on the market and will function LIST PRICE satisfactorily on any car. Proper installation is a simple matter-and a profitable sale. The market for the Mallory- $175° Elkon "B" Eliminator includes all radio -equippedcars now using "B" Batteries; also all cars now in service The Self- Rectifying whose owners will install radio during the presentyear. ELK ON ODE NoteThese New Features 1. No Tube Required-Eliminates the hazards 5.Higher Efficiency - 60%efficiency - the and expense of a rectifying tube andstarts highest yet attained in any "B" Eliminator. much more quickly. 6.Less Battery Drain-One-third less than 2.No Noise-Silent in operation. tube rectifier eliminators. 3. Simplified Construction-Fewerparts. 7.Smaller - More convenient to handle. 4. More Output - Adjustable to currentre- a. New Low List Price- Placing all -electric quirements of any set. auto -radio within the reach of everyone. MALL9Ry Write for Complete Information

. P. R. MALLORY & CO., Inc. 'ES" ELIMIN AT 0R INDIANAPOLIS, INDIANA With the Self -Rectifying Elkonode In 1929 Majestic startled the worldwith the first superheterodynes with dynamic speakers at new lowprices....thousands of dealers made fortunes on sales that totaled 1,000,000Radios in one year! History Repeats with an opportunity to cash -in on a perfect"natural" THE NEW ALL -IN -ONE

AUTO RADIO 50

Installed Complete with Tubes and Suppressors (less antenna), and Federal Tax Paid Price Slightly Higher on West Coast Here is an opportunity to cash -in on a waitingmarket of more than twenty -million car owners-every one a prospectfor the new Majestic Auto Radio !Priced within the reach of every car owner .. sorevolutionary in design .. sooutstanding in performance .. soquickly and easily installed it will outsell anyother type of auto radio on the market. Here are the features of the amazingNew Majestic Auto -Radio They spell quick, easy sales andadded profit for you Engineered on an entirely new principle-a depart-control unit is attached to the steering column, the ure from all that has gonebefore-this new Auto -battery cable connected to the car battery and the Radio incorporates developments found in no otherantenna to the receiver, and the radio is ready for type of auto radio.It is an all -in -one unit, theoperation.Due to the simplicity of installation, speaker, chassis and the exclusive Duro-Mute "B"very few tools areneeded and it can be installed in eliminator are contained in a metal case which isless than 30 minutes. mounted on the fire wall. Receiver is a six -tube superheterodyne with eight - The installation of the new Majestic Auto -Radiotube performance, and uses Majestic's exclusive is so easily effected that noSpray - Shield tubes. A highly efficient automatic radioexperienceisrequired.volume control does away with blasting and fading. Four small holes are drilled inThis receiver, with its dynamic speaker, not only the fire wall, two for each brack-gives faithful reproduction over a wide range with- et on which the receiver is sus-out distortion, but is also simple to tuneand free pended, the receiver is boltedfrom all complicated and installation troubles, and to these brackets, the remotedoes not mutilate the car in any manner. Thousands of alert dealers will cash -in on this "natural"...WHY NOT YOU? Write or wire us, or your nearest Majestic Distributor,for complete details! GRIGSBY-GRUNOW COMPANY, CHICAGO, and affiliates,with factories at Chicago; Toronto; Bridgeport; Oakland; London, England;and Sao Paulo, Brazil Manufacturers also of MAJESTIC REFRIGERATORS WORLD'S LARGEST MANUFACTURERSOF COMPLETE RADIO RECEIVERS 1.11111.1111111&111=1.111.. - McGraw-Hill Publishing Company, Inc., 330 West Forty-second Street, New York, N. y. int Near Radio Retailing, March, 1033.Vol. 17, No.3. Published monthly.Foreign, $3, U. S. Currency, or 15 shillings.Canada (including Canadianduty), 82.50. Filmed, 25 cents per copy.Central and South American countries, $2. - - "A"- class matter April 10, 1925, at the Post Office at New York,N. Y., under the Act of March 3,1879.Printed in U.S. A. Radio Retailing, March, 1933 1 A spectacularvalue in Maj esticRefrigerators

To put every Majestic Refrigerator dealer in utmost favorable position to meetdemands for low-priced merchandise, Majestic announces this NEW LIST PRICE Model 450 (Century Line) with shelf area of 10.7 squarefeet. Exterior dimensions: Height, 521%6 inches; width, da 248h6 in.; depth, 21%8 in.; depth overall, T. 0 23% inches; net capacity 4.8 cubic feet. List price, at factory, tax paid Prominent display of this model in your window, with price featured, will attract prospects inside your store where aconvincing presentation can be madeELECLED of Majestic REFRIGERATION

In the new Majestic models the refrigerating unit is safely sealed beneath a metal dome - not merely "hermetically sealed" but ELECTRO-SEALED for life, against moisture, dirt, and abuse. Interior food compartment is isolated from exterior kitchen heat by Majestic's Isolator -Wall Construction with its triple -type insulation, and asphalt -sealed joints. Here is proved refrigeration!Here is a refrigerator that will give service and not require service. Here are a score and more of important features every housewife wants in her refrigerator-and a delivered price that will unquestionably tempt her to buy. If you are not already stocked with Majestic's new line, write or wire your distributor today.And don't forget that Majestic's new low prices put you right out in front with incomparable values. GRIGSBY-GRUNOW COMPANY, CHICAGO, and affiliates, with factories at Chicago; Toronto; Bridgeport; Oakland; London, England; and Sao Paulo, Brazil Manufacturers also of MAJESTIC RADIOS

De Luxe Model 500(Electro-Sealed) -Food storage area, 9.68 sq. ft. Exterior dimensions: Height, 54YL in.; width, 24X in.; depth, 20% in.; depth overall, 251110 in. Two ice trays -42 ice cubes -4 pounds EL E C _TP D of ice per freezing. "Isolator wall" cabinet construction."Stay-Kold" Defroster. Chromium plated hardware.Cabinet finish: Exterior, Elasto; interior, Acid -re- REFRIGERATION sisting Porcelain, with rounded corners. 2 Radio Retailing, A McGraw-HillPublication dvance Release

jtartling developmentannounced by Yfromberg-Carlson laboratories brings new sparkle and lifetoRADIO!

RADIO WITH an illusion of "presence"greater than ever known before.Radio beyond whateven Stromberg-Carlson No.48 engineers hoped for a yearago. Radio New audio tubes (just announced);a new circuit and a new speaker combine to give new realism to reproduction.Double push-pull audio amplification using two of thenew Super -Triodes No.2A3 results in six times more power than with any previous Strom- berg -Carlson. There isa new vacuum rectifier, No. 5Z3(not the troublesome Mercury Arc) ofunprecedentedreserve for sudden surges of distortion -freepower when needed. No. 49 Radio All in all, by taking advantage ofpresent day economieswe have been able to createeven greater values in these receivers,and the Stromberg-Carlson merchandisingplan will make dealer happy. every

Prices of Stromberg-Carlsons range from No. 50 $143 to $567.50.(East of Rockies). Radio In addition, Stromberg- Carlson presents a NEW radio, No. 43.This is STROMBERG-CARLSON TELEPHONE a strikingly beautiful MANUFACTURING COMPANY model. Handsome burled Walnut with its ROCHESTER, N. Y. exquisite grain lends beautytothefinely proportioned cabinet. gracefulSix legs give stability. an effect of No. 51 Equipped with the pop- Radio and ular No.38type chassis. Automatic "There is nothing finer than Phonograph a Stromberg-Carlson"

1894 MAKERS OFVOICE TRANSMISSION AND VOICE RECEPTION APPARATUS FOR MORETHAN THIRTY-FIVE YEARS Radio Retailing, March, 1933 3

STURDY

WHEN you buy merchandise of a rience; Hygrade Sylvania is an old-timer manufacturer you automatically in the electrical field. begin a partnership that does not end You want a partner who will work with until the goods have been sold. Naturally, you; Hygrade Sylvania gives you a quality then, you want to know what kind of a product - consistent national advertising man you're taking into your business! And - whole -hearted selling help. here is how the Hygrade Sylvania Corpo- Last- you want a partner who is strong ration measures up: - who brings support, not weakness to You want a partner who is financially your business. Hygrade Sylvania has sound; Hygrade Sylvania has a credit increased its dealer and financial strength rating of AAA1- the highest granted. during 1930, '31 and '32. When you sell You want a partner who is loyal; Sylvania Tubes you share a part of this Hygrade Sylvania is owned by themen strength and this success. You take who manage it.Its only goalis in a partner who helps build greater success for their company your profits! Hygrade Sylvania and its customers. Corporation, Sylvania Division, You want a partner with expe- Emporium, Penna.

(Reg. U. S. Pat. Off.) THE SET -TESTEDRADIO TUBE 4 Radio Retailing, A McGraw-Hill Ptiblication W1933 Grebe here....by

FIVE TUBE SUPERHET . . . 3 GANG CONDENSER, a.c.-d.c. listing at

Complete with RCA tubes Grebe's matchless tone and startling discounts assure NEW PROFITS for Grebe Dealers

Yes the 1933 "Synchronette" is here-ready for alert dealers to cash in on "GREBE"-a name that has always stood for tone quality unrivaled in naturalness-a name in which upwards of five million dollars in advertising has been invested in winning and holding publicacceptance. The public demanded this NEW GREBE "Synchronette" and here it is. Console quality in a nutshell The new "Synchronette" is small only in size.Tell your customers to close their eyes when it's performing and defy them to tell the difference in tone or quality from that of the largest console on your floor.Let them put it through every test for selectivity, sensitivity, quietness of operation-they'll get the thrill of a lifetime.For the "Synchronette" defies comparison regardless of its size. Styled to sell Everything about the "Synchronette" is designed to meet publictaste. Its appeal is individually personal.It makes any customersay "That's just the set I've been waiting for-how much does it cost?" Priced for quick WEB profitableturnover At $27.50 List, the "Synchronette"not only moves fast but with GREBE'Snew 4.--4ynischrophase seriesofstartlingdiscounts,merchandising profits are offered whichassure GREBE dealers just thesort of "break" they've been hoping might sometimecome their way. Now GREBEoffers it in its new sales plan. Radio Retailing, March, 1933 5 SYNCHRONETTE Publicdemand! MATCH THESE sk- DIRECT from GREBE to YOU-Mr.Dealer "SYNCHRONETTE" And that's why GREBE is able SPECIFICATIONS! That's the new GREBE sales policy. Superheterodyne; 3 -gang con- the discounts which hitherto have been split up denser;5latest type tubes, to give the dealer all consisting of 2-77's, 1-78, You, Mr. Dealer, can add middle 1-25Z5, and 1-43; full dy- among wholesalers andjobbers. namic speaker;operates on Isn't that just the "break" you've been 25-60 cycle a.c. or d.c.cur- men's profits to your own! rent; encased in genuine wal- is, you'll want to get further details aboutthe nut cabinet with Marquetry waiting for?If it inlays; 103/4" long, 5" wide, Grebe Sales Plan.Fill in the coupon below and mail it today. 'As 71/4'high.

A. H. GREBE & CO.,Metropolitan Sales Division 117 Liberty Street, New York, N. Y.

A. H. GREBE & COMPANY, 117 Liberty Street, NewYork Gentlemen: TRADEMARK Please send further details about the Grebe Sales planand the entire Grebe line. pm or,

Name Company Address 5.... 6 Radio Retailing, A McGraw-Hill Publication DE-WALI> ecbofeZAC- ac The Famous * MODEL 551 DE LUXE An exquisitelylovely walnut cabinet ofnew andexclusivedesign. The last word among the little fellows. Creates new standards of appearance, selectivity and sensitivity.A giant among the midgets, it will break sales records in 1933. $30.00

Theseare the two new DeWaldcompacts - Superheterodynes, Speaker and hairline both of them, withimproved Dynamic tuning to within 10 kilocycles.The new tubes (25-Z5, standard equipment.110-220 Volts, 25-60 77, 78, 44 and 43)are Cycles, AC -DC. Weight71/2 pounds. Chassis Built in aerialrange covers Police as wellas Broadcast wavelengths. heatless.

MODEL 550 Identical in chassis design with Model 551 (shown above)ithas the same distinctive performance characteristics. Piano finish, duo - tone walnutcabinet with inlay. sie sie $25.00 JOBBERS There still are a few territories open for DeWald representa- tioncertaintobe profitable. Write, wireor phone for PIERCE-AIRO the DeWald Facts. INC 520 Sixth Avenue New York Radio Retailing, March, '1933 7 Announces... oci,ktedat1933 DeWald Dynette Every DeWald dealer is making money this year - showing profits when competitors arebarely struggling

along. DeWald's Dynette did that. Ahit from the start - it stayed that way -aleader.

From now on, the DeWald franchise willbe even more profitable - for here at last is a completeline of AC -DC receivers.

Look them over - their specifications -their prices. Each isdistinctive - eachisfeatureful. MODEL 54A buyers Five tubes, Dynamic merchandise - made to order for the critical Speaker, excellent power and tone-to which that make up this year's market. oreaddedperformo- bility on 6,32,110, 220 volts AC -DC, either 25 or 60 cycles.Functions on Farm LightingCir- cuits, Automobiles. Yachts-in short on any type of current.(Car- ryingcase available.) $2 5.00 MODEL 60-3 Improved high -gain, su- persensitivereceiver. Push-pull power amplification.Six tubes (two No. 39, two No. 43, one No. 37, one 25-Z5). Duo output. Low power consumption. Variable tone MODEL60-42 control and shadow - graph selector.The Universalreceiver, large size chassis is heatless. Large, new same as Model 60, type Dynamic speaker. except for console 110-220 Volts-AC-DC- cabinet -a deLuxe 25-60 cycles. Dimensions, height 171/2"-width housing for this re- 131/2"-depth 81/4". markably efficient set. Height 42" - width 24" - depth $35.50 13". Quotations on request.

Literature? Details?

JUST WRITE YOUR NAME AND ADDRESS ON THE MARGIN OF THIS AD For Eleven Years Makers of Distinctive Radio Receivers 8 Radio Retailing, A McGraw-Hill Publication

Philadelphia Electric and Radio Show COLLECTIVEACTION FOR MARCH

To gain greater publicacceptance for electric town, large or small, andmay be fitted to even refrigeration-to cultivatea new crop of buyers the most limited funds. is the common aim ofthe electric refrigeration industry. It may be strictlyan electric refrigeration show. It may be a leading feature The purposecan be accomplished in only of an all -electrical one show, of a food showor of a better business way-COOPERATION. Bywelding individual show. efforts into It may be apart of a Child Welfare Week a great mutual one, sales outletscan or it may be confined to accomplish together what theycannot accomplish an exhibit in the lobby independently. of the principal motionpicture theatre. At nominal cost, the Bureauoffers promotional There are manymeans of cooperating butnone materials to aid in advertisingand conductinga more effective and timely for March cooperative exhibit. than a Cooperative ElectricRefrigera- These consist of tion Exhibit. illustrated chart lectures,truck ban- ners, tire covers, window display INVEST signs, An activity of thisnature, involving newspaper mats, envelopestutters, etc. the cooperation of radio andall other IN AN ELECTRIC White today for further local sales outlets for electricrefrig- information erators, may be readily adapted REFRIGERATOR concerning cooperativeshows andpro- to any motional materials.

ELECTRIC REFRIGERATIONBUREAU 420 LEXINGTON AVE., NEWYORK CITY Radio Retailing, March, 1933 9

PROVING THE RADIO SALES"HIT OF THE YEAR" mon- s ART-WARNSIL HEAR these smart, new, novel Companion -Sets and you will know why dealers all overthe country are finding them the sensational sales -makers of the year. 10 models in the line! 7 Book Models and 3 smart All -Metal Midgets. Each one is a high grade personal radio- outstanding in looks and performance-priced to protect your profits and yet attractthe public. BOOKS that TALK that SING-that PLAY Looks just like a pair of handsome books, richly bound with attractive gold design. But when itis opened- presto!-there is a high grade radio. Has a highest quality reproducer that costs twice as much as those thought good enough for ordinary midgets. Everyone is a prospect for one of these Companion -Sets as a personalradio -or as a second set for the home. Get intothe profits now.

FOR USE ON ALL CURRENTS 110 -volt A. C.- 60 or 25 Cycle 110 -volt Direct Current Also furnished with special adaptors for use on: 6 or 12 -volt Batteries appears as a handsome 32 -volt Direct Current CLOSED.I pair of books. Overall, 220 -volt A. C. or D. C. Current 914i." high -7W wide -4W thick.

. A tiny radio that

OPEN bringsinthefinestpro- In 7 Handsome Bindings grams on the air. Also Police Calls. Illustrated above is one of the popular Standard Editions offered in handsome red, green, or brown bindings, with attractive gold stamping. Furnished complete with tubes, 20 -ft, indoor aerial on concealed reel, and a 6 -ft. "Heat Take -Off" plug-in cord, only $26" Special and De Luxe Editions in genuine leather with 22 K. gold stamping, slightly higher.

Also -3 Smart Overall height ALL -METAL MIDGETS only 7 in.. width 7;-, in., The Smallest Fine Radios on the Market depth 3% in. In these new Companion -Set midgets, Stewart -Warner demonstrates the big advantage of metal cabinets for GET FULL DETAILS FROM YOUR NEAREST small radios. Here's a set that combines smart, handsome DISTRIBUTOR OR SEND COUPON TODAY design-compact size, and outstanding performance. All features of the Book Model have been retained, making STEWART-WARNER CORPORATION R.R. 3.33 the All -Metal Companion -Set the greatest value ever 1826 Diversey Parkway, Chicago, U. S. A. offered in a midget. Please send me broadside illustrating all Companion -Set models in full colors, and The All -Metal Companion Sets, with black modern- give me the name of your nearest distributor. istic decorations, are offered in Japanese Statuary Bronze, NAME Satin Silver or Dull Gold. Complete with tubes, 20 -ft. aerial on concealed reel, and ADDRESS 6 -ft. "Heat Take -Off" plug-in cord, only $245° CITY STATE 10 Radio Retailing, A McGraw-Hill Publication ONE ADVANTAGE OF SELLING TUNG-SOL RADIO TUBES

is the fact that you can counton a FULL PROFIT on every tube

you sell . .Ruinous, cut-price competition is impossible under the Tung -Sol selling plan....This

plan also has other unique advantages ....Why not find out ALL about them, now?

TUNG-SOL RADIOTUBES Inc. NEWARK, N. J.

Atlanta Boston Chicago Dallas Kansas City New York Charlotte Cleveland Detroit

Los Angeles St. Paul

Form No. T 71 LICENSED UNDER PATENTS OF RADIO CORPORATION OF AMERICA Radio Retailing, March, 1933 11

5 -Tube Superheterodynes with Dynamic Speakers (Operate on both AC and DC -110 AGAIN..Emerson volts -25 to 60 cycles.) LEADS THE WAY! with this Complete Distinctive MODEL 30 -A smart Portable that's "at home" anywhere. Complete with Line of AC -DC "Compacts" tubes and aerial $ 3 0

"The Handful Radio that Works Anywhere"

MODEL 300-Superb Ra- dio Chest in Sequoia burl veneers.Complete with tubes and aerial $30

MODEL 250-Handsome design in modified Gothic. 83/4 in. wide Burlwalnut. Complete 10% in. high with tubes and aerial... $25 5 in. deep

Weighs only Operate on ANY 9 pounds. Current ANYWHERE -6 volt and 32 volt as 6 -Tube SUPERHETERODYNE with well as 11,0 and 220- DYNAMIC Speaker and3 -GANG Condenser AC and DC-any cycle

Emerson Model 35 operates fromany lamp socket on either AC or DC current -110 volts -25 to 60 cycles.It is housed in a cabinet of the $325° COMPLETE withCun- finest craftsmanship.This set is typical of the ningham tubes and built- in aerial. sales -appeal all the new Emerson modelspossess.

Most unusual radio cabinet,of Sheraton design. DEALERS""Jobbers handling Solid walnut construction, withfinesthurl walnut Emerson Radio are now located in every veneers, hand rubbed large center. If you don't know your near- finish.Circuit usesthe EMERSON following latest - type est jobber, write or wire us for his name tubes:2-78,1-77,1-85, UNIVERSAL and full particulars on the Emerson 1933 1-43, 1-25Z5, Exceptional COMPACTS Emerom, tone quality-Automatic Radio and line. Volume Control. MODEL 25A-the radio Television thatsetanewstyle. Complete with tubes and All Emerson Sets are also adaptable for useon 220 volts. aerial $25 MODEL 20A - finest gradebakelitecabinet. EMERSON RADIO AND PHONOGRAPH CORPORATION Amazing value. Complete 795 with tubes and aerial 641 Sixth Avenue NEW YORK, N. Y. 12 Radio Retailing, A McGraw-Hill Publication

Here is a new Arvin sales opportunity foryou Coming at a time when extra profitsare -a radio that is really designed and builtquite desirable-and the public desire fora for motor cars. It has Arvin personality inreal car radio is growing stronger-thisan- appearance and performance. It looks muchnouncement will be good news for the thou- like the well-known Arvin Hot Water Carsands of automotive dealers who knowfrom Heater. And it is almost as easy to install. experience that the name Arvinon a product One small and compact unit mounts onmeans quick and sure profits. each side of the dash, out of the way, as shown This will also be interestingto countless above. Only three holes to drill. Convenient,radio dealers who havenever sold Arvin prod- remote control clamps on steering column atucts, but have heard that Arvin always doesa any angle desired. And the performance setsmerchandising job that makes salescome a new standard in a car radio. fast. Mail coupon below for full information.

NOBLITT-SPARKS INDUSTRIES, Inc., Columbus, Ind. Send us prices and full information on the Arvin Car Radio.

FIRM NAME ------

ADDRESS_ ..... Check whether you are retailer () or wholesaler (). MARCH, 1933 MCGRAW-HILL PUBLISHING COMPANY, INC. RADIO Vol,. 17, No. 3 RETAILING HOME ENTERTAINMENT MERCHANDISING 0. H. CALDWELL, Editor RAY V. SUTLIFFE, Managing Editor M. E. HERRING, Publishing Director W. W. MACDONALD, Technical Editor HARRY PHILLIPS, Art Director T. H. PURINTON, Assistant Editor P. WOOTON, Washington

NEW POLICIES Called ForStatistics Reveal

UNIT sales showed less decline last year, from those of the year before, than was anticipated.Sets off but 23.5 per cent; tubes within 9,000,000 of the 1931 figure-and parts actually higher by approximately 25 per cent. But the dollar's volume picture, the real index of prosperity, was not so favorable-total billings, at retail, being $196,190,000 as against $309,270,000 for '31, a drop of 36.6 per cent. The retail business in sets (all types, less tubes) was $124,860,000 for 1932 and $212,040,000 for 1931. Making allowances for the depression, it is all too apparent that we failed to make the most of our opportunities. Never has radio constituted a more vital part of our national life, yet in the selling of sets the industry now finds itself at profitless cross- purposes.It has become its own worst enemy. Meanwhile, from the consumer angle, radio continues to be a highly desirablecommodity, be the price high or low.

CLEARLY our ways of doing business must be revamped. A new concept of stabilizing policies is needed.To accomplish this many different forces now running unleashed, must bebrought under control.Constructive action must come from all along the line, particularly from the distributors and dealers who have much to gain. But stabilization in manufacturing is the first essential.That is why we hail the recent settlement of the Government'sradio suit as a starting point for stabilization in the set field.In turn many other steps must also be taken.These are outlined in Radio Retailing's platform in this issue. Most of the ingredients out of which a better radio business can be built are at hand. Brighter days in radio will come when every factor in the business seeks out and uses the constructive forces that are waiting to be put to work. 21620,000 SETS Sales trends emphasize action if industry is

NO ANALYSIS of present merchandising trends as revealed by a study of sales statistics, would be complete without mention of the rapidly growing influence of the "sub --midget" on dollar volume andon the sale of consoles.Since November, 1932, these small table models have taken the country by storm, until today they are sold at the rate of 200,000 per month. Under present economic conditions this tide ofpopu- larity cannot be stemmed-even if such action,were desirable.The public wants $25 radio and practically every set manufacturer in the country is responding to this demand. We must accept the inevitable andmake the most of it.

Total Sales of Radio

1929

RADIO SETS, ALL TYPES INCLUDING 4,438,000 AUTO -RADIOS AND COMBINATIONS $592,068,000

TUBES 69,000,000 $172,500,000

TUBE SALES HOLD UP-Tube sales, in units, for '32 show A -B -C (DRY) BATTERIES $30,530,000 less decline than any other radio commodity.This was due to our growing replacement market.But dollars volume droP ACCESSORIES* $39,950,000 off was more marked, showing the need for holding listsat present levels.See, also, special article in this issue, "The Tube Situation." PARTS SOLD TO CONSUMER $7,500,000 (estimated) EXPORT SALES-In addition to tubes sold for domestic TOTALS consumption, above graph, we exported in1932,3,758,905 SETS, ALL TYPES units, with a declared value of $2,012,656. $592,068,000 TUBES, ACCESSORIES, BATTERIES $242,980,000 PARTS $7,500,000 GRAND TOTALS FORYEAR$842,548,000

* Includes speakers, aerial equipment,meters, pick-ups, turntables, furni- ture, power units, storage batteries, chargers,etc.

Millions 1921 1922 1923 1924 1925 800 4 tt2700

600 3 0 O t, 500 0 (/) 400 0 .71 300 : 200

100 Sold in 1932 need for cooperative tobe stabilized

Stabilization, in the face of this condition, can be promoted in three ways :By exerting every effort to see that the prospect first has a larger and better performing set in his home, if he can afford it; Second, by selling the type 1933 midget at its full list price ; Third, by presenting it as a supplementary set for the many secondary uses for which it is so eminently fitted. AUTO -RADIO receivers played their first major role during 1932 to the tune of 143,000 radio outfits installed in motor cars.For further details see special article on this important stabilizing influence-which starts on page 24 of thisissue.

1930 1931 1932 3,827,800 3,420,000 2,620,000 $332,198,000 $212,040,000 $124,860,000f 52,000,000 53,500,000 44,300,000 $119,600,000 $69,550,000 $48,730,000

$21,514,000 $13,100,000 $9,500,000 SETS PRICED LESS 'TUBES-Because of the advisability of separately listing all tube sales, it should be borne in mind $17,120,000 $8,580,000 $6,200,000 that Radio Retailing's statistics of the retail value of sets sold do NOT include tubes. $6,000,000 $6,000,000 $6,900,000 (estimated) (estimated) (estimated)

EXPORT SALES-According to Government figures 289,926 $336,717,500 $212,040,000 $124,860,000 radio receivers were shipped abroad last year, with a declared $158,234,000 $91,230,000 $64,430,000 value of $7,221,426.In 1931, the peak year, 471,659 sets were $6,000,000 $6,000,000 $6,900,000 exported-declared value, $14,357,029. $500,951,500 $309,270,000 $196,190,000

Permission to quote statistics is granted if credit is given "Radio Retailing" t Does no' include tubes, at an estimated retail value of 316,280,000

1932 $ SETS 800UNIT SALES 700Millionsilions

600 3 ..... ), 2,620,000 500 Sets 400

300

200 1 $196,190,000-0- 100

EEDED

ATTHIS critical time, when the differencebetween cooperation and individualismmay mean the difference between havinga sustaining industry or a drifting one, it is necessary that thought again be given to the need for estab- lishing certain policies if the radiobusiness is to prosper. The following suggestions pointthe way to stabilization

A PLATFORM To InsureA Living ProfitFor All

Of major importance is the establishment of a manu-all else, using thesame arguments as apply to a piano facturer -jobber -dealer merchandisingrelationship with or violin. one common purpose in mind-a living profitfor all and that on a long time basis. Sell Second and Third There are many elements involvedin such an objec-Sets to the Home tive.Here are the more important ones: The saturation bugaboo willvanish bef ore a salescam- Simplify Lines paign which recognizes theneed for a set in practically every room in the house.Here's where the midget Fewer models and less frequentmodel and pricebe featured constructively. can change announcements.Quality items for the discrim- inating and smaller sets for thoseof limited means. "In the Home" Selling Price Stability Dealersthinkthey are contactingevery prospect-but surveys show that Once a price is announced letall concerned hold to hundreds of thousandsofprospects that price. never have been "asked to buy." The enforcement of this policyis of utmostis the answer. By Systematic coverage importance. telephone and door bellpushing reach everyhome in your community,at least once a year. Territorial Protection Sell Tubes Whenever possible grant territorialprotection-and make every effort to keep Yes, there's profit intubes. out of the market currentmer- ing itself. The tube business is find- chandise offered at less thansuggested lists. Manufacturersare now willing to "play ball." For further detailssee special article Dealers-"Sell Up" on pages 26-27. Financing Console The situation calls forsalesmanship-of the highest Sales order.Only by selling upcan the "average -sales" figure The console stillmust be made the backbone Because most floor of radio. be made worthwhile. sets are now purchasedon the time payment plan and becausesuch paper is, Manufacturers and Jobbers- acceptable by at present, un- many discount houses,the set makers must Develop and Support WorthwhileDealers arrange for sucha service. developing worthy Another opportunityfor Fewer and better dealersmust be our slogan.The dealers. time for indiscriminate distributionis past.Ten trained and loyal retailers should sell Add Style Appeal more sets than 100un- "Styling" is controlled miscellaneous outlets. a need of the hour.Set manufacturers would do wellto give greater consideration to thisim- Stress Tone and Quality portant stimulantto consumer demand. A radio receiver should besold as a musical instru-Allied Lines ment.Manufacturers should providesuch merchandise in their lines.And dealers must sell tonal It has beendemonstrated that beauty abovemust broaden his the radio dealercan and activities.Electric refrigeration, 16 other

Radio Retailing,March, 1933 Stabilization

THREE MIGHTY STABILIZERS keep the Conte di Savoia on an even keel-when wind and wave threaten its equilibrium.But great as is the desira- bility for level decks at sea, far greater is the need for operating an industry on a fixed course and without undue oscil- lations.For lack of stability in business major electrical appliances and table electrical devices will inevitably bring disaster. should be thoroughly investigated.Push one or more of these commodities. tunity to help the industry as a whole is presented as Automobile Radio never before . . . See feature article which follows. This coming opportunity has been fully presented inStatistics current issues of Radio Retailing.Get aboard, NOW, if you would fully live up to your opportunities as a Mutual exchange of output and sales flow statistics radio dealer. will help stabilize production.An industry clearing house for this purpose should again be set up. Parts, Public Address A New Opportunity for the These two activities are closely allied to radio proper. Many dealers are making money with them.ReviewRMA to be of Service again their possibilities in your territory. In its September, 1932, issue, Radio Retailing listed and explained 13 ways in which the reorganized Radio Servicing-A Coming Stabilizer Manufacturers Association could be of greater service The service business is assuming major proportions.to the industry it represents.In conclusion we sug- But competence and the use of quality parts are essen-gested that it appoint a "National Board of Strategy" tial to success.Such a combination will solve many awhose purpose would be to promote greater public in- dealer's present problems. terest in quality reception and to improve the character of broadcast entertainment.These recommendations are RCA's Responsibility too lengthy for repetition at this time. With licensing control now placed so squarely in the Recent suggestions emanating from a high source have lap of the Radio Corporation of America, an oppor-helped to crystallize and lend support to a plan, long

Radio Retailing, March, 1933 17 contemplated, which provides for betterbroadcasts andthe air during the summer months.Regardless of such for radio manufacturer, jobberand dealer active partici-a possibility the fact remains-and many times has been pation in a national publicity campaignto stimulate publiccommented on-that the radio industry itselfshould interest in programs. sponsor and promote unusual air features.Spot report- We conclude this summation of stabilizationobjectives ing of live news-while it is happening-for example. by outlining the procedure contemplated.Radio Retail-And what a wonderful opportunity to announce, during wants your comment, Mr. Dealer andMr. Manu-ing these headliner events, the RMA Seal of Certifica- facturer.Here is the plan : tion and why the set "you buy" should be so approved. But broadcasting costs money --even though, Radio Retailing has reason to believe, much chain station time A PLAN would be donated.This situation, therefore, leads to For Selling Qualified Sets For Promoting Better Broadcasts Step No. 3 For Stimulating Interest in Radio Create a Fund for Promotional Purposes At least 2,000,000 "approved" sets should be sold Step No. 1 during 1933. A special fee of one dollar, or less, added Make the RMA Seal Mean More to the selling price of each set and applied to staging The Radio Manufacturers Association has recentlyradio industry feature programs ,to promoting the "seal launched a meritorious idea.Sets made by reputableof quality" idea and to broadcasting the wisdom of buy- concerns may carry a small metal disc, permanentlying approved sets, would be the biggest thingwe yet affixed and bearing the official RMA Seal of Certifica-have done to stabilize radio. tion.The intent, of course, is to promote the sale of Part of this fund would go to provide dealer window quality products. trims, tying in with coming RMA headlinerprograms and featuring, also, the RMA seal. But to be fully effective two things need to be done: Set, parts and tube (a) Limit the use of this RMA seal strictly tosets pass-concerns also would devote part of their copy to these ing rigid tests for quality requirements.Such examina-tangible things; of direct public interest. tions of product to be conducted byan unbiased board of engineers or by a reliable testing laboratory.(b) LaunchStep No. 4 a widespread campaign of national advertising tied inThe Necessary Executive Machinery with dealer local publicity, so that suchan earmark of This job is too big to be handled by thepart time approval will have real significance with Mr. and Mrs.attention of any one man or by a voluntary committee. Set Buyer. Office headquarters would have to be established,in But-to take these two very necessary steps willre-chargeofacompetentorganizer,anexperienced quire adequate financing.More of this in a moment.promoter. Let's first consider quality reception's twin sister, quality Given such a set-up, and with the tradeconcurring, programs or . . . the plan is feasible.Already a number of substantial Step No. 2 interests have signified their willingnessto participate. Comment is desired. Better Programs This Summer and Fall What do you think about it, Mr. Dealer, and Mr. Manufacturer? What methodswould Times being what they are, present indicationsare thatyou suggest for raising a fund for general promotional many of our most popular winter programs will be offpurposes and how should it be applied?

CANADIAN RADIO STATISTICS Eveready-Raytheon Realign 1932 Radio Fees $1,400,000. 105,000 Sets Sold LAST MINUTE NEWS-Effective March 31, the Raytheon ProductionCor- poration, Newton, Mass., willresume re- The Canadian Government has the radioing price of sets is now 42 per cent lowersponsibility for the sale and distribution tradeof of the Dominion "on thespot"than the retail average of one yearago.Eveready Raytheon tubes whichfunction, through the decision of the Federal au-Over a stated period, actual sales ofnewfor the past fouryears, has been handled thorities to make the dealers and manu-models were 11 per cent less than in theby the National Carbon Company,of New facturers responsible for the collection ofcorresponding period of 1931 but the totalYork City.The sales force of National, the annual license fee of $2 per set.The value of all sets sold showed a decreasehowever, will continuetosell"4 -pillar" dealers claim that the license onus is dis-of close to 50 per cent.The average pricetubes to its jobbers and dealersafter that criminatory. of a receiving set at the factory droppeddate. By way of explanation the Minister of35 per cent, to $51. Marine has announced that the Depart- Accordingto"RadioTrade -Builder" ment needs the money for the new Cana-there are now 1,058,866 sets inuse in Can- RCA Buys DeForestAssets dian Radio Commission which intends toada.One hundred and five thousandwere AS WE GO TO PRESS-The establish national broadcasting.The Gov-sold in 1932, compared to 286,000 in 1931. Radio ernmentalreadyhasthe Corporation has bid $400,000in cash for accumulatedIt is estimated that our northern neighborthe assets of the DeForest license proceeds for the past two years forsold, at retail, 2,750,000 tubes. Radio Company, this purpose.The total collected in 1931, now in receivership.This bid has been Retail prices of radio tube have shownaccepted, subject to the when the fee was $1, was $600,000.Ina definite downward trend.Price reduc- approval of the 1932 the fee was doubled to $2 and the Federal Court. Another bid,from Hygrade tions have taken place since the threat ofSylvania, also is before the revenue in hand is close to $1,400,000 forprosecutionof radio tube manufacturers Court. DeForest's statement ofMarch 31, 1932, 1932 collections alone. by the Ontario Provincial Governmenton put total According to an analysis of the radiothe charge of operating as a combine in asestsat $5,034,441.It has a trade situation in Canada, the average sell- controlling interest in JenkinsTelevision restraint of trade. Corporation.

18 Radio Retailing, March, 1933 16,800,000 American HomesOwn Radio Sets

% OF RADIO STATES % OF RADIO NUMBER OF 1 NEW HOME'S % INCREASE NUMBER OF OWNERSHIP LISTED OWNERSHIP RADIO HOMES EQUIPPED WITH IN NUMBER OF RADIO HOMES ALPHABET- AS OF CENSUS AS OF CENSUS RADIOS SINCE RADIO HOMES AS OF JAN- AS OF JAN- ICALLY APRIL 1930 APRIL 1930 CENSUS SINCE CENSUS UARY 1933 UARY 1933

ALABAMA 9.5% 56,235 45,900 81.6% 102,135 17.3% ARIZONA 18.1% 19,167 13,100 68.3% 32,267 30.4% ARKANSAS 9.1% 40,096 35,300 88.0% 75,396 17.2% CALIFORNIA 52.0% 836;705 231,000 27.6% 1,067,705 66.3% COLORADO 37.8% 100,959 55,700 55.2% 156,659 58.6% CONNECTICUT 54.7% 212,779 71,400 33.6% 284,179 73.1% DELAWARE 45.9% 27,114 16,300 60.1% 43,414 73.5% D. OF C. 53.9% 67,640 43,700 65.1% 111,340 88.7% FLORIDA 15.4% 58,128 79,900 137.5% 138,028 36.7% GEORGIA 9.9% 64,543 66,400 102.9% 130,943 20.1% IDAHO 30.3% 32,772 13,100 40.0% 45,872 42.5% ILLINOIS 55.6% 1,072,995 287,000 26.7% 1,359,995 70.5% INDIANA 41.6% 351,090 127,000 36.2% 478,090 56.7% IOWA 48.5% 308,448 63,000 20.4% 371,448 58.4% KANSAS 38.9% 189,398 54,200 28.6% 243,598 50.0% KENTUCKY 18.3% 111,217 58,300 52.4% 169,517 27.8% LOUISIANA 11.2% 54,135 77,700 143.5% 131,835 27.2% MAINE 39.2% 77,618 33,700 43.4% 111,318 56.3% MARYLAND 42.9% 165,149 73,000 44.2% 238,149 61.8% MASS. 57.6% 588,552 201,000 34.2% 789,552 77.3% MICHIGAN 50.6% 597,629 139,000 23.3% 736,629 62.4% MINNESOTA 47.3% 286,886 77,700 27.1% 364,586 60.1% MISSISSIPPI 5.4% 25,357 22,100 87.2% 47,457 18.7% MISSOURI 37.4% 351,298 216,000 61.5% 567,298 60.4% MONTANA 31.9% 43,442 18,100 41.7% 61,542 45.1% NEBRASKA 47.9% 164,159 39,600 24.1% 203,759 59.4% NEVADA 30.6% 7,795 4,300 55.2% 12,095 47.5% N. HAMPSHIRE 44.4% 53,022 21,200 39.9% 74,222 62.2% NEW JERSEY 63.4% 624,865 194,000 31.1% 818,865 83.1% NEW MEXICO 11.5% 11,348 7,500 66.1% 18,848 19.1% NEW YORK 57.9% 1,825,723 675,000 37.0% 2,500,723 79.4% N. CAROLINA 11.2% 72,059 56,000 77.7% 128,059 19.9% N. DAKOTA 40.9% 59,246 20,500 34.6% 79,746 55.0% OHIO 47.7% 809,142 327,000 40.4% 1,136,142 66.9% OKLAHOMA 21.6% 121,702 48,400 39.7% 170,102 30.2% OREGON 43.5% 115,948 44,400 38.3% 160,348 60.2% PENN. 48.1% 1,075,127 488,000 45.4% 1,563,127 69.9% RHODE ISLAND 57.1% 94,480 41,300 43.7% 135,780 82.1% S. CAROLINA 7.6% 27,889 26,800 96.1% 54,689 14.9% S. DAKOTA 44.2% 71,245 16,500 23.2% 87,745 54.5% TENNESSEE 14.3% 85,962 97,800 113.8% 183,762 30.6% TEXAS 18.6% 256,804 178,000 69.3% 434,804 31.5% UTAH 41.1% 47,632 24,100 50.6% 71,732 61.8% VERMONT 44.6% 39,783 12,700 31.9% 52,483 58.8% VIRGINIA 18.2% 96,307 87,000 90.3% 183,307 34.6% WASHINGTON 42.3% 179,493 69,900 38.9% 249,393 58.8% W. VIRGINIA 23.3% 87,042 67,200 77.2% 154,242 41.2% WISCONSIN 51.0% 363,265 87,800 24.2% 451,065 63.4% WYOMING 34.1% 19,372 6,200 32.0% 25,572 45.0%

TOTAL 40.3% 12,048,762 4,760,800 39.5% 16,809,562 56.2%

"Radio Retailing," the Columbia Broadcasting System, set manu- radio sets. We are indebted to the Columbia System for the vast facturers, distributors and dealers all over the nation cooperated in amount of work necessary to complete this valuable statistical survey. bringing up to January 1, 1933, the state -by -state United States This table is copyrighted by the Columbia Broadcasting System, Inc. Census figures of April, 1930, showing the number of homes with New York City.

Radio Retailing, March, 1933 19 RCASettlement Sets

will seize its opportunity to stabilize both the set and Consent decree putscorpora tube businesses, through sounder licensing procedure. In stabilizing the industry, RCA will be protecting tion in strong positionto con- its own investments. With $140,000,000 in RCA -Victor, the parent company must do everything to stabilize control licenses, bring infringers ditions in the receiving set field, if dividends are to be realized from the manufacture and sale ofsets at to time, and stabilize radio Camden. Also stabilization will mean continuous revenue from licensees through royalties pouring into RCA.Recent industry conditions cancellations of licenses for non-payment of royalties, show how carefully licensees must be selected in the future, if not in the past. THE settlement of the Government suit against the The need of the radio industry is for a higher price Radio Corporation of America, by theconsent level.Individual licensees are helpless in this respect,as decree entered last December, left the Radio Cor-the law now stands.But action to adjust prices upward poration in a strong position for the conduct of itsowncan well come from the central licensing authority, per- affairs, and for assuming a role calculatedto bring stab-haps through some plan of offering licenseesa lower ilization to the sorely tried radio industry throughcon- royalty basis as a legal method of changing the licensing trol of the license situation. arrangement, but with the added feature of price control The settlement decree clearly defined the rightof as the means of actually increasing royalty returns and R.C.A. to grant or deny licenses to other manufacturersmaking radio manufacture profitable for all. for the production of radio receivers, andto do this at its own discretion and on conditions which itmay itself Steps Toward Stabilization determine.The settlement cleared the skirts of the defendant corporation with respect to litigation that had With the stage all set in its favor, whatthen will been hanging at Washington, andgave R.C.A. a cleanRCA do toward the stabilization of radioreceiver pro- bill of health to proceed, freed of vulnerabilityto politicalduction and marketing through its control ofthe licensing attacks. situation? Also, the agreement settled debt accounts ofsome Here is an opportunity for constructiveaction, a clear $30,000,000, owing to the General Electric and Westing-call to protect deservingset makers against the unfair house companies, which had accumulatedover threetrade practices of f ree-booters-tolend a constructive years, leaving the Radio Corporation with cash on handband in a merchandisingsense.If the Radio Corpora- amounting to some $25,000,000, and with accountspay-tion confines its effortsto the mere granting of licenses, able totaling only a little over $4,000,000.Furthermore,doubt will be expressedas to whether it is living up to the decree excluded the General Electric and Westing-the obligations which sucha powerful control of an in- house companies from participation in the manufacturedustry morally imposes. of radio sets for two and a half years, leaving the R.C.A. In these timesno one corporation can hope tomonop- freed from the competition of these other industrialolize an industry-nor shouldit set such an objective. giants until 1935. Only through the mutualprosperity of friendly competitors will the radio industryemerge from this depression Licenses Under Group Patents on a sound and going basis. It will be seen, therefore,that the situation calls for Meanwhile sole licensing authority to administerandhelpful participation in the grantradiolicenses merchandising affairs of its under the "group" patentsis licensees, by mutualconsent. awarded to RCA, and to it alone.While the American Protection, rather than subordination, should be therule. Telephone and Telegraph Company, the General Electric First, it may be predicted Company, and the Westinghouse Companymay grant that RCA, beingnow in a position to proceed againstunlicensed radio -set licenses under their own patents, in mostcases suchfacturers, will vigorously manu- patents require other cross licensing to be effectiveor press such suits, bringing the inf ringers to court throughlegal action against themanu- useful, and licenses under the "group" patents,totalingfacturers themselves, their some 4,000 in number, are reserved to the RCA. distributors and their retailers. Already, a number ofsuch suits have been started Obviously, RCA'S dictatorial powers withrespect toare under way. and who shall manufacture radio receivers and tubesare One result limited to those concerns whose receiver circuits ofthisaction to eliminate unlicensed ormanufacturers should be other product designs infringe themany letters patent to heal the industry'ssore spot ofinferior and belowcostproducts. controlled by the Radio Corporation.With such a"opportunists" have Irresponsible powerful array of patents, however, few will be too long been permittedto pull down able toprice levels with inferiormerchandise. circumvent them. Second, The radio industry has long looked to RCA for it may be predictedthat the number and lead-quality of radio licenseeswill be rigorously ership.Often it has been disappointed.But in themuch more searching controlled. A present extremity of radio, it is to be hoped that RCA scrutiny will be exercisedover applicants for licenses,and with politicalpressure and 20 Radio Retailing, March,1933 StageforStabilization political bugaboos at Washington removed, thedictates disers in other fields, who know that business cannot of ordinary good business judgment can befollowed to abe carried on without adequate margin. greater extent than was possible prior tothe settlement But these other necessary moves toward stabilization in the manu- decree. are all dependent upon stabilized conditions facturing end, starting with limitation of the production Limit the Number of Licensees of sets to a number which can be absorbed by the market. At the present writing there are about fiftyreceiving - This involves careful study of existing factory facilities, set licensees-far too many to divideeconomically a radio and of the ability of concerns to carry on radio mer- set production of 2,500,000 sets yearly,with units whose chandising operations. factory selling price averages $20. Stabilization will start with the origin of the mer- Seven additional licenses have been grantedsince thechandise, the manufacturer.Therefore it is especially settlement, but ten others have been cancelled, so thatsignificant that the settlement of the Government's suit the net result is in the direction of reduction in number.has placed in RCA's hands the materials to build for While present set licenses run until 1937, withthestabilization, if RCA will exercise its prerogatives of privilege of renewal for an additional five years atthelicense enforcement and license limitation.In this re- option of the individual licensee, there are other condi-spect the RCA settlement can speed the day of stabiliza- tions imposed in the license agreements which permitof tion for the whole radio industry. rapid weeding out of inefficient manufacturers, especially The stage is now set for improved tadio industry con- under present economic conditions. Clausesintheditions.It is now up to the actors all along the line to license contract provide that if any licensee falls thirtybe prompt in taking their cues, and to work toward that days behind in payment of his dues, then the RCA, asstabilization the radio business sorely needs. licensor, may serve notice in writing and at the end of sixty days can cancel the license. Of course, the question of licensing new applicants and cancelling the licenses of old ones is surrounded with Sarnoff on Stabilization many difficulties and distractingdilemmas.If a license is refused or terminated, there are loud and vociferous individual protests, complaints, pressure and threats.If Removal of Uncertainty of Protracted licenses are granted, equally vigorous protests arise from Litigation Will Have a Stabilizing. those "under the umbrella."And the same individual, Influence or company, which protestedthe loudest until admitted to license, is probably the most vociferous objector to other In an exclusive statement to the Industry, through candidates being granted licenses. Radio Retailing, David Sarnoff, president of the Radio Licensees now pay 5 per cent on chassis and speaker,Corporation of America, says: minus cabinet and tubes.(RCA -Victor and RCA- Events of the past year have done much to strengthen Radiotron pay the same licensefees as any otherthe position of radio both technically and industrially. licensee.)Formerly, a minimum requirement of $100,-Radio communication has been extended, broadcasting 000 yearly was specified, but this was dropped underhas performed a notable service, international broadcast- the terms of the settlement decree, and now no minimuming has been improved in quality and interest value, and is imposed.But as the granting and administration ofnew apparatus marking distincttechnical advancement licensesisentirely discretionary at the hands of thehas been introduced.Litigation of importance to the RCA, standards of ordinary business judgment will un-entire industry has been terminated. doubtedly be employed in future licensing operations, These developments should give to those in radio en- even if not literally specified inadvance. couragement for the year we are just entering. Removal of the uncertainty of protracted litigation will have a All Shoulders to the Wheel stabilizing influence.Nevertheless, stabilization should Stabilization and its accomplishment in radio involvesnot imply that the industry has settled into a groove. many factors. With generally harmonious conditions prevailing, there The large manufacturers themselves must look towardshould be added opportunity and added incentive for quality products and the elevation of the level of unitsradio to press ahead on scientific lines toward enlarged produced, rather than to join the "rush to the cellar" topublic services. compete with the lowest price merchandise.The large The difficulties of the times have had no inherent companies have a good deal to answer for in this respect,relationship to the art of radio itself.Radio is still a in their past activity, under the pressure of "competi-young, vigorous industry seeking the chance forfurther tion," in turning out sets of the lowest price bracket. growth.It awaits but a rift in the clouds.It will do The dealers can help brace the industry against theits share, I am sure, in cooperation with other agencies storms of cut-price merchandising.Unless the retailertoward a restoration of better business conditions. There in radio holds to his list price and insists on collecting it,is much work ahead, and there will be many new manufacturers who are the victims of price -cutting on opportunities. their branded lines declare that the radio business will DAVID SARNOFF, President quickly find its way into the hands of stable merchan- Radio Corporation of America

Radio Retailing, March, 1933 21 WithOur COMPLIMENTS fl free subscription toabroadcasting publication-ortwo tickets toa movie- converts front door pect is interested in a trade-in. hostility into front "This solicitationis inexpensive, it requires onlya little time, room friendliness but it brings in plenty ofreturns in the way of customers. The THE way to win thewar radio paper and the theater tickets against depression isto wage cost me nothing as theyare given an aggressive plan of battle,says my firm in consideration of the W.. L.McAllister,ofYates- free advertising Iam doing for McAllister's Five PointRadio these projects. We distribute 300 Shop,Birmingham,Alabama. copies of the paper each week. McAllister "keepson keeping It strikes me a dealer is doinga on." He works whileothers sleep good turn for the radio industry and closes where othersgive up. andhimselfinparticularby "Five °Points" isout of the stirring up all interest possiblein high rent down town district,be- radio programs and radio ing situated in the heartof one formers, which is really themis- of the better residentialsuburbs sion of a radio paper." of Birmingham. Now,Mr. Mc- That the concern has succeeded Allister might sit aroundall day may be judged from the fact that and wait for businessto walk in its volume of business hasrun the door. But this isn't from $30,000to$40,000 an- waging aggressive warfare.You nually. guessed it!Mr. McAllister believes "A radioa day keeps the wolf away,"says in pushing doorMcAllister, and he bells. And when the door . believes in getting out regularlyto opens . .But let thisgen-see that no wolves tleman, himself, tellus about his strategy: are around. Where some salesmen take an hour forlunch he takes 15 minutes. "In the first place Iknow the name andaddress of He also every family in my territory," he works 12 hoursa day, but he advises his salesmen relates."And I knowtake time off early to who the head of the houseworks for. With this in the afternoon and freshenthem- formation I greet the in-selves up for twoor three hours work during the evening, woman with her name and tellherwhen most sales mine. More than likely sheis about ready are made. to slam the "Satisfiedusers are, after all, the best door in my face but I informher that I havea little gift sources of pros- for her. Then I atonce show her a copy of Radio pects," concludes Mr.McAllister."Consequently we News,make it a habitto call back on a local paper which carries all radioprograms and, inci- a new customer one week dentally, one of from the time hisset was installed. my own advertisements. I offerto give By again mention- this magazine to her provided ing our `free subscription'or 'two ticket' offer-available she has a radio.I alsoto the friends of Mr. find out the kind of radio shehas and get permissionto Customer-we gather thenames of place one of my stickerson the back of it offering at least two worthwhileprospects and frequently three services in case needed. If the myor four. prospect does not havea "I feel that, in radio I offer her twocomplimentary ticketsto a theater selling a prospecta radio set, I am instead of Radio News. ThenI suggest that I have giving him more, in enjoymentvalue, than he is giving eral latest model radios sev-me in dollars.Therefore I out in my car and will beglad toof mind when never am in a negative frame give her a free demonstration.If she permits I place canvassingeven the coldest set in her house. the McAllister aims prospect. to keep allexpenses in directpro- "No selling is attempted portion to sales.Even such ordinarily at the first call buta salesmanclerical hire and fixed itemsas later calls back on those whoappear to be warm store rent are basedon a minimum fixed pros-obligation and thebalance pects. By getting thename and model of the radio on a sliding scaleaccording already in use we to the gross billings,which are can ascertain whether thepros - each month. computed at the endof 22

Radio Retailing,March, 1933 Authorised Radio Service-Any Make I ;NMI) MICROPHONE RADIO Ir FREE thisoniwyeek with the portliest -of new quick - of fill beating type, Nereen-grid bind 224-A RADIO TUBE "TRICK" BROADCASTING is accomplished by hooking this miketoyourradioorloud speaker. WATCH THIS STORE FOR WEEKLY BARGAINS DIAL 2-7790 ANY TIME EPAIRS No ChargeforEstimateGalls PLOESSER RADIO OF ALL KINDS PLOESSER RADIO PLOESSER RADIO Open Evenings; PLOESSER RADIO 1140 W. Tusc. St. 1140 Tusc. W. Open Evenings. 1190 TUSC. ST. W. Phone 2-7790. 1140 W. Titse. Dial 2-7790 S T-X21.68 EffectivePublicity-53 inches How Ploessersecured a maximum of advertising effectiveness at aminimum of expense

TWO things stand out in thepublicity efforts of the Ploesser Radio and Electric Company,Canton, Ohio : the attention power of its twoinch, single column ads and the amount of free publicitywhich rides with them. Ploesser Designs Radio Instruments For the former Don Ploesserdepends upon the use p of black and white cuts.These "spots" arrest attention LvotNEBtOlil twice this amount '-"------anea like semaphores and are as effective as g or ordinary type copy.They are the idea of C. A. P°estto74i°Co.Distrib7c Hoberdier, his partner, who designed them. ti,k Capitalizing on the fact that he is anadvertiser and on a personal friendshipbasis with the editor of his local newspaper, Mr. Ploesser never misses achance to get his name and his radioactivities before the public. Witness the accompanying news items,which appeared bOVE la a photo orPlor,sor.dosreoed concurrently with his small advertisements. radiosAl bp left La Ler treed to rla-nal toortAbergoirnoro, vas d . rnereore selectivity r,or ,,d radio dealer - la!, onod In nulart, old sensitivity.rod At rhe rrehr ,so..,n. What editorial publicity subjects can a (onto, ndloarroenta tillo bottomIs ao service organization feed its local paper?Here are some Old RadiosNow Retuned New Ploesser-DesignedEasily By of our Canton ,.. headline suggestions culled from the files If Too aro a Ioorr of good nol,t, vr Equipment Yormelf on the awlIty rrren-ors1,, : Sets Todio.,..to eta of yoo 0,4:of to, Designs New Radio Instruments; Old ..,ot:onr or ",.2 friend: ,,,,d;to ht., LI .1,,M,11 nr program., val *111 b. knoors Dealer al RI.d,hr,,,,,anno ln Now Retuned By (Blank's) Special Equipment ; ' to do rood,ed at Ilb wart .9 r...... ; ., r. ', Blank Takes Trip to Factory ;Trick Broadcasting in . ` 17'¢nZoo'7ZO;;.- th,,,,,e8artiod salto,1 ..,`'', '..;',L:, Radio. A Home Explained; Local Firm Agent for New ron er todr-rn e el Prna. fight and OastbAR ingenuity, rant ran It takes a little time and effort, and some lelly '''''' tab Ch:, b,.nr.s 'ft: N' '''''' ts Irt to concoct items such as these-butit's worth it.Why th spend dollars for space when you can get it fornothing or [be wsr.,1 xonto,,'''',.'" W:::dC d ,Ltt'S e:":41::::: 1*. l''''''' ' 1 1 :: '''''' . I101.11' '''''' '''' '''''' -by pushing the pencil a bit now and then? OfMal, IrItS11. ' t:try!.1:4141h ' t'' I..=".. four otttrr It cost Mr. Ploesser a total of $21.68 for the 1,,,:,.....r, :thrr...1( S not'h-,:Z'''..... ' equIpaunt rt. two inch ads illustrated here.With them he secured 45 IWW1, to .J,etatt editorial reading matter, or a total of 53 nlapoo:y inches of 2.11 d Eq06.3,1ego/moot en, -., inches of highly effective publicity.Figure out the net trchtUralrl, ':dr'.7

LA O cost, per inch, for yourself. .., nuy01 .rant. o'r Ilirk'of tnore In this case the Ploesser Radio Companydesigns and However, pub- od ZI:tr:' assembles its own testing instruments. te eRti A. a Pkaaata nobeodloraaal I r'''' acceptable. a.1111°J:n""' licity, on factory -made equipment is just as .t,',..4.0Att,rt torte.!rftetv Everyone is interested in the marvels ofscience.This k.,,,,,Pec,...,,la. '.11,rTa.an'Iprka"n : ti an Consider, for source for subjects iswide and varied. Black and white "spot" ads, actual size 2 in., one column, example, the publicity possibilities for adealer who as- (top of page) secure unusual attention at smallcost. sumes the role of "RadioMagician" described in the When this paid publicityis supplemented by reader - November issue of this magazine. interest articles, total advertising value is often tripled

Radio Retailing, March, 1933 23

Automobile-Radio This Summer's STABILIZER

A STABILIZINGFACTOR, especially for combating R.slump, automobile -radio summer ing the next will be the trade'smost powerful ally dur- seven months. Elsewhereare given the sales figures for the past three years. Note therapid growth of publicinterest in sets for motor cars. And note particularlyhow the demand formotor car radio, from April to October, (CurveA) fills up the valleycaused by drop in demand for home receivers(Curve B). When the public moves outdoors the radio dealer shouldchange his sales tactics accordingly, pushingthose things whichare seasonal-and suited to the immediaterequirements of theconsumer. This opportunity forincreasing gross volume, on a sounder footing, should thus placing one'sbusiness not be neglected. Today'sauto -radio sets priced within reach ofall carowners. are function satisfactorily. They are readilyinstalled and The followingaccount of how a radioconcern in Ohio has obtained full share of thisbusiness supplies further its this direction. evidence of the possibilitiesin

How BuescherRadio Co.Sold Setsfor Carslast Summer

IAST May the BuescherRadio Company,Lakewood, Ohio, decided to exploit the time, thus"exposing" the attractions the motor car market ina a constant stream of of auto -radio to Jbig way. The fact that this motorists. Many timesa day these concern is now one ofattendantswere called upon to the largest sales outletsfor car sets in northernOhio in- demonstrate their model dicates the success of the and answer questions. methods used. closed the general While a few directsales were In line with RadioRetailing's suggestion to first procedurewas to obtain thename and Your Own," Ralph Borden, "Rolladdress of theprospect and immediately manager, installed sets inBuescher salesman. refer it to the the two cars operated byhis salesmen. All duringthe summer months these cars travelled Another smart tie-inwith the automobile the streets of Lake-follows : When trade was as wood and Clevelandproper. Most of the time, whether possible, especiallyif a new automobile salesroomwas being opened, parked or in motion, theradio was turnedon. a radio setwas installed But, to quote Captain Henry in one of thefloor model of "Show Boat"fame, cars.Guests, attendingthese this was "only the beginning openings, provedunusually productive !" These menwere supplieddentally Buescher prospects.Inci- with the names of allregistered carowners and of was thus able toprovide a welcome Buescher's radiocustomers. They systematically musical backgroundfor suchan event. Naturally, vassed these logical can-salesmanwas always present. a radio prospects within specificallyassignedthat it has been This idea workedso well territories. Theywere required to obtain, from each continued throughout tact, the names of other likely con-Recentlya small microphone the winter months. buyers, thus eliminating has been hookedin, thus aimless and time -wastingtravel. making theintroduction of possible through interestingannouncements Ninety per cent of all ordersresulted from sales-car the car's radiospeaker. demonstrations, accordingto Mr. Borden. WINDOW DISPLAYS, CHANGED FREQUENTLY GAS STATION EMPLOYEES At the store, UTILIZED auto setswere displayed window trimswhich continuously in Recognizing the value ofa close tie-in with theauto- were changed weekly mobile supply business,Borden appointed June, July andAugust. One throughout as sub -agents week the settingwould be on a commission basis twocar servicers in the employ devoted exclusivelyto auto -radio, local gas stations. ofradio merchandise, the next togeneral These attendants,incidentally, had with a motor purchased and installed radio display.Store demonstrationscar set as a part ofthis sets in their ownautomo-first step were used only biles. These carswere kept parked in the yards leading toan actual road as the to the stations-with the adjacentsalesmanwas assigned test.Frequentlya sets turned on a largepart ofhome and to drive outto the prospect's take the entirefamily for 24 a radio ride.

Radio Retailing,March, 1933 34,000 ,- Sets in 1930 108,000 Sets in 1931 143,000 Sets in 1932 Total retail sales, 1932,including accessories, $9,580,000 Motor cars equipped at factory with roof antenna, 86% of the total number of 1933 passenger models THEY COMPLEMENT EACH OTHER 20

16 x_ES (Curve 5 Jo' 4§, ...... Z12 N. AUTO l44411 44412....- SETSFORHOMES ,e,) - SEW 4,..- 4 01111...MEMO .....

0 Jan. Feb Mar Apr May June July Aug Sept Oct Nov. Dec.

"And don't overlook those special outdoor affairs suchtime, was the best of the year for auto -radios according as local bazaars," Mr. Borden advises. "For example weto Borden.During this period he made one or more exhibited, last summer, at the Lakewood Elks' Circus.installations every day. Besides our booth in the main display tent we were right While auto -radio had its biggest play during the sum- on the job with demonstration cars and took hundredsmer months Mr. Borden found it worth while tomain- for trial spins. No difficulty was experienced in securingtain his demonstrator cars in active operation throughout the names and addresses of many leads which were worththe winter.He also has established his service and in- following up. Twenty per cent of those signing the spe-stallation department on a full-time basis. cial blanks provided stated that a radio set for their car The Buescher Radio Company has had the courage to was the next convenience purchase contemplated. extend its activities into the motor car field, and has been amply rewarded.Thirty per cent of its radio busi- TIEDIN WITH A. R. P. A. ness, last summer, came as a result of this decision. Later in the summer Buescher secured excellent pub- "We increased gross volume to profit -sustaining pro- licity by cooperating with the Lakewood Chamber ofportions last year," concludes Mr. Borden, "because we Commerce who had declared a "Value Day" in the citybelieved in auto -radio, equipped our salesmen's cars to to promote local business. For four days in advance, thedemonstrateit,went easy on newspaper advertising, Buescher truck bearing huge posters proclaiming "Valueobtaining prospects by more direct contact methods and Day," travelled the streets of the city. A double speakeremployed an installation expert." and a hook-up similar to an auto -radio installation was For further information about the problems involved in mer- used as well as an amplifying system for playing records chandising auto -radio and &nu the radio dealer can participate and broadcasting speeches. The fact that the radio equip-in this lucrative market, we suggest that you again review the ment was furnished by courtesy of the Buescher Radiotimely articles on this subject which have appeared in the two Company was announced at frequent intervals. Whilepreceding issues of "Radio Retailing." such advertising was of a general nature the auto -radio idea itself was brought to the attention of the public. Although sales could not be directly traced to this stunt, the store's auto -radio business was heavier in the weeks following. The company thought enough of this type of publicity to offer its radio services in a Christmas buying campaign sponsored by the Chamber for 10 days preceding the holiday.In this instance the truck came from an automobile concern, the signs by the Chamber of Com- merce and the broadcasting outfit by Buescher.Cam- paign plans included not only street travel with a Santa "Congratulations!" said the Mayor of Lakewood to Mr. Claus perched on the truck but visits to the local schools. Buescher."Thanks for your auto -radio publicity, boost- The month of August, during the height of vacation ing Value Day."

Radio Retailing, March, 1933 25 TheTUBESituation., Punch -Drunk Industry Shakes Sees Its Way to Win.Out

180

150 TUBE SALES Units anol,Dollors 120

0 1925 1926 1927 1928 1929 1930 1931 1932

ByRay V. Sutliffe

THE outlook for stabilizationof the tube industry is improving. said for thecommon-sense control of This, despite the discouragingper--but here, also, new tube designs formances of recent months. a certain measure of cooperationhas Practical coopera-been reached. Adozen executives tion, between the tube makers,is becomingan actuality,all the substantial represent practically special deals are losing favor,lists-at the interests involved inthe stabilization levels-bid fair to stay new lowof the tube industry,from the manufacturers' unchanged, for a reasonableThey meet frequently. angle. length of time at least.There remains, however, They are learningto give as well to be done. muchas to take, and to reconcile mon good. their differences forthe com- Nineteen twenty-ninewas the tube industry's golden What thenare the steps for stabilization year -69,000,000 tubes sold ;retail value, $172,000,000.need to be taken? that now Last year unit sales fordomestic sets were 44,300,000 a 14 per cent decrease over '29-butthe retail dollars figure fell off, 21 millionsof dollars-a 30per cent decrease.This, in the face ofan increase of approxi- mateley five million sets inactive use needingnew tubes. Two RetardingFactors Making all proper allowancefor the depressionand for legitimate lower lists,due to economies intube manufacture, clearly things havegone wrong with the tube industry. Thereare two major factors Those "things"are pretty well known. that are atpresent Each tube maker playinga lone game, "devil take theretardinig thestabilization of tube hind most," overproduction, basis.Of immediate selling on a profit special deals, belowcost concern are the elements quotations, dumping. lists and widediscounts. of low In other words,a "battle royal," The formerdiscourages pro- from which the survivors have motional selling; emerged sadder butwisercutting. the latter leadsinvariably to price men-we are convinced from personal "And," toquote a very responsible talks with the survivors-and heart-to-heartutive whomI interviewed top exec- with every desireto eventually cut last week, "theretailer will cooperate and play the game soundlyfrom nowon. tube quotationsif his margin per cent.This has exceeds 40 Yes, the outlook for thestabilization of tubeprices, meant that, inturn, the tube discounts and selling prices is brighter facturer mustestablish manu- than at any timeprices. a new and lower scaleof list during the past threeyears. We wish as much could If radio dealerswill now proceed be operatingexpenses on present to base their prices, if they willbe con -

Radio Retailing,March, 1933 Order Emerging fromChaos Off the Fog of Battle and -But Dealers Must Help tent with a reasonable, an equitable, discount, wewillper cent margin. Greater spreadsinvariably lead do our part.Manufacturers' tube inventories are nowto price cutting and the vicious circle of lowerlists. lower than for the past five years.Special deals and Dig in where you are. Fight it out on today's line. bonuses are being eliminated. We stand ready to 'fight Call on as many set owners as possible ...Sell itout' on today's basis if the dealers and jobbers oftubes for replacements by testing them in the home the country willcease their demands forexcessiveand at regular intervals(In 1932 no less than margins and instead will devote their efforts to selling55,000,000 tubes should have been replaced. Actually, tubes." we sold this market but 29,500,000.) The second disturbing factor-not yet acute at the

ultimate point of sale but one that soon wilil embarrass dealers if allowed to run its present rampant course-TO THE SET MAKERS-You can help your deal- is that of this plague of new tubes. ers and jobbers make money from tubes in two ways: Again we quote a well known executive, this time a 1. Cease dumping tubes, purchased at less than set maker-:"More than thirty-two new types of tubesjobber quotations, on the open market. were brought out -last year, increasing thetotal number of types which dealers and service organizations should 2. Use standard tubes, those already provided by stock to ninety.Right now the tube manufacturers havethe tube makers, in your set designs whenever pos- requests from set makers for about 120 additional newsible.Do not insist upon the creation of special types.Such an avalanche of new tubes clearly wouldtypes, having slight practical advantages, just to not be for the best interests of the industry.At present,secure a temporary sales advantage. any set manufacturer who for selfish reasons wants a new tube, can find some tube concern who will make it.AND TO THE TUBE MANUFACTURER- Such an advantage-if it has sales merit, which is doubt-Cooperation and stabilization are inseparable.Stabiliza- ful-is but short lived.But the damage is done.Willtion cannot be had without mutual consent.Therefore it come to pass that each set has its own tubes and that we say : replacements must be ordered from the set maker's factory, as in England?If so this will definitely mark the 1. Through concerted action, lay off special deals, end of creative salesmanship in the replacement tubebonuses, long discounts and free tube inducements. Be merchandisers, not concessionaries. Permanent market. business institutions never have been built, and never will be built, on any such short-sighted, profit - destroying, confidence -wrecking basis. "Radio Retailing" Recommends 2. Quote discounts equitable to all parties involved, from manufacturer to.consumer, and hold to them. 3. A six-month tube manufacturer's replacement So much for cause and effect.At this time, when theguarantee is ample. Three months, or less, would tube makers are in closer and more friendly contact withbe better. one another than for many years, what should be done 4. Perfect that admirable plan for joint committee to remedy matters? control of new tube announcements. Hold new tube Because of its duty to the industry it serves, Radioreleases to a minimum-based on proven intrinsic Retailing submits the following recommendations.Notemerit and actual need rather than on the opinion of that the dealer, the jobber and the set maker, as well asa tube or set engineer who, necessarily, cannot see the tube manufacturer, must do his part in this cooper-the sales picture in its entirety. ative plan for stabilizing the tube situation:

On pages 20 and 21, this issue, we point out the oppor- TO DEALERS AND JOBBERS- Without yourtunity for stabilizing the set business which now faces moral and actual support the tube companies cannotthe Radio Corporation of America, because of its con- maintain astable schedule of prices and discounts.trol of patents.This chance to be of service also is Therefore- present in the tube industry.Let RCA take the initia- Do business only with reliable tube manufac-tive.Why not establish a quota basis, as in the lamp turers, whose policies are fixed. field-and also set up a cooperative plan for making it Dealers, cease your demands for more than a 40worth while to cultivate the replacement market ?

Radio Retailing, March, 1933 27 52in Six Weeks Lee's Radio Store Claims Refrigeration Sales Record LEE'S Radio Store is located in thecenter of oneput us over the top with his of Chicago's thrivingoutlying shopping districts. catchy tunes and clever Lee Klein had sold presentation of our unique salesplans. radios, musical instrumentsand "One time we offered electric appliances foreight years.Last summer he a $10 allowance on every box became convinced there purchased, provided the was money in electric refrig-box. customer turned in his old ice erators and proved it byselling 52 in six weeks. This allowancewas given only to the first five Regarding this venture people telephoning in eachnight after Eddiegave out into a new field, Mr.Kleinthe telephone number. said, "Naturallywe advertised the 'Leader,'a 4 cu.ft. He explainedover the air that box retailing at $99.75, these old boxes would begiven to charitable institutions but the majority ofour salesand needy families. were made on larger and higherpriced models. During the broadcasthe urged average sale was $178. Thefolks to communicatewith us and register Contrary to popularopinion,a free ice -box. a request for low prices seldom sellrefrigerators.Cut prices Dwelling on the charitablephase of bring people into the maythis plan gave Eddiea good chance to build store but, after all, theyare funda-will for Lee's." up good mentally interested inwhat they get ina refrigerator. Once they see themerchandise, the saving in Lee's Radio Storehas two phonesand the words fades into insignificance dollarswould hardly beout of the announcer's beside the extraconvenienceboth would begin mouth before and greater beauty ofthe better models.Many a time to ring.The name and addressof a customer has come backand thanked every person callingwas taken down. her a larger model me for selling A new stunt than she originallythought she was originated and puton the air before wanted.Until you have the novelty ofthe oldone wore off. one, you don't realize howpremium or inducement Some sort of much you'll wantto keep in an electricrefrigerator. was offered each time. "How did we contactthe prospects ? "The trick isto get them into the ing pulled them in Radio advertis-Mr. Klein. store," concludes for us.One of the mostsuccessful "Peppy broadcasts,with a special induce- stunts was a 15 -minutedinner -time musical ment come-on, workedbest for us. Eddie Loftus, program. are next in importance-but Liberal credit terms one or the best entertainerson the air, the product MUSTbe well known andabsolutely reliable." ElectricRefrigeration 18 Statistics-Year1 9 3 2

to 1,00 -15 c 900 4_12 2800 2700 600 uo a6 500 2 400 c 300 to200 ou 100 50 0 tf' 0 Jan. Feh Mar. Apr. May JuneJuly Aug. Sept. Ocf. 1928 Nov. Dec. 1929 1930 Note that the drop-off in 1931 1932 is more marked than thatretail dollars volumefor 1932 in the number of 19,874,500 wiredhomes throughout units sold.This is due to the fact refrigeration cally speaking, the U. S.Mathemati- price in 1932 was $190, that the average unitsales this market is78.4% unsaturated. whereas in 1931 itwas $245. It is nowgenerally admitted There are 4,300,000 electric the best that electricrefrigeration is This number represents refrigerators now inuse. complementary linethe radio dealer 21.6% of the As a stabilizingactivity has yet located. total number of right (above). itis unexcelled-seegraph at 28

Radio Retailing,March, 1933 Around the TURNTABLE with Richard Gilbert

The outstanding Columbia dance disc of the month is Art Kassel and his Kassels in the Air interpreting the equally prominent tune from Kate Smith's movie hit "Hello Every- body !"-Moon Song, coupled with another from the same picture, Twenty Million People (No. 2742D).Feature this disc, it's one of the very best. IN THE classical field, Columbia releases a splendid Euro- pean recording of the third act prelude from Wagner's DIE MEISTERSINGER together with the orchestra music incidental to the Dance of the Apprentices from the same opera.Bruno Walter directs the British Symphony Orches- tra in these recordings which are especially appropriate to the Fiftieth Anniversary of the great Wagner's death.Nos. 68090 and 68091.The Masterwork set of the month is a five disc complete recording of the four Chopin Ballades- possibly the greatest utterances of the keyboard master. The recording is tremendously vivid; the emiment French pianist, Robert Casadesus, gives deeply felt readinks.Suggest this set (and don't forget the new Columbia $1 per disc price) to all piano enthusiasts and music students in general.Set No. 179.

VICTOR. Two important musical anniversaries are cele- brated this month: those of Brahms (100th anniversary of his birth) and Wagner (mentioned above).The current Metropolitan Opera broadcasts, followed closely by millions of listeners and prospective record purchasers, will assist in the sale of the month's albums.First, Rose Bampton, new- comer at the Met, sings four Brahms solos (Lieder, meaning "songs") heretofore unrecorded.In the same set this bril- liant contralto sings in duet with Conrad Thibault, rising young Philadelphia baritone, and Mr. Thibault sings four solos.Twelve beautiful Brahms songs, with piano accom- paniment.Recommend this set, No. M175, to your most musical customers. It contains the sort of music the perennial record collector has long been awaiting . . . The other album,_No._,M16Z, contains the stirring finale to Wagner's music drama, Siegfried.Lauritz Melchior, the Metropoli- Diamond Lil (Mae West) records songs for Brunswick tan's foremost German tenor, and Florence Easton, a soprano from her Paramount Picture, "She Done Him Wrong" well -loved by thousands of Americans, delineate the famous roles of Siegfried and Briinnhilde and Robert Heger, famous Wagnerian exponent, conducts the Royal Opera Orchestra, COLUMBIA. The new Royal Blue Records are catchingLondon-all of which makes this exceptional love music on. Their noiseless surface and sensitivity to volume andirresistible ..to opera enthusiasts everywhere.Offer also the frequency responses put these discs, mechanically, in theother Victor Siegfried albums.Together with Sets Nos. firstrateclass. Furthermore, Columbia has hit upon a M83 and M161, this late addition practically completes the system of release which may be calculated to match the recording of the entire opera, one of the most fascinating dealers' wishes these days for discriminate and economical portions of the gigantic cycle of The Nibelungen Ring. Good buying.The new deal from Bridgeport offers the oppor- salesmanship should net some nice returns from these three tunity of placing a standing order for four releases each of albums . . . The Caruso record, released last fall and four records every two weeks-a total of sixteen recordscaptioned widely as "Caruso Sings Again," had tremendous every fortnight-salesguaranteedasperspecialdealer sales, and now Victor follows up with two more regenerated agreement.The terms are forty cents per record (10 -inch versions of Rigoletto, Aida and Pearl Fishers arias by the class). greatest tenor voice of all time together with new and illumi- nating orchestra accompaniments by Nathaniel Shilkret's RUDY VALLEE and his orchestra have become the star orchestra (Nos. 1616 and 7770).Make another window dis- band of this company ;they can be depended upon to play featuring these unforgettable discs. furnish smooth, appealing dance music, as in the most recent recording-Pretending You Care and The Whisper Walt.s. VICTOR populars are unusually intriguing.The art of (No. 2746D) and usually initiate one or two sensational hits. recording hasn't reached greater heights than in Ray Ted Lewis concocted a timely anthem, when he recentlyNoble's London. recording of two current English hits : appeared at the RKO Roxy Theatre, and recorded it imme- Looking on the Bright Side of Life and We've Got the Moon diately:Buy American.It is coupled with a sweet, foxtrot and Sixpence (No. 24212).It'san ideal demonstration by Tin Pan Alley's newest and most successful composer, number . . The Music in the Air picture record went Harry Woods, Try a Little Tenderness (No. 2748D).Firstover big last month. A new one is by Paul Whiteman and recordings are Lovey and Black -Eyed Susan Brown (No.his orchestra entitled A Night at the Biltmore, introducing 2749D) by Mark Fisher and his Edgewater Beach Hotel twelve popular tunes in tabloid fashion and featuring Paul's Orchestra of Chicago's popular dance rendezvous. (Please turn to page 32)

Radio Retailing, March, 1933 29 Boil -Downothe

150,000 RMA SEALS ALREADYSOLD Plan Bids Fair to be Adopted byland, Cleveland, Ohio, under the auspices of the Association's Standards Section, of All Responsible Set Makers which Virgil M. Graham (Stromberg) is "Thanks to Radio Retailing and otherchairman.Floyd Best of the Production trade editors, the RMA seal merchandisingStandardsCommittee (ChicagoTele- planhasstarted phone) rendered a report on preliminary withgreatpromise,"work. writes Bond Geddes, generalmanager of the Radio Manufacturers Association, from The following men were appointed chair- its new offices in Washington, D. C. men for the different divisions required by "Its initial success is assured with 150,-partsclassifications : D.S. W. Kelly 000 seals already sold," he continues, "and(Allen-Bradley), carbon resistors; H. G. most of them gone to the trade which hasRichter (Electrad), wire wound resistors; E. R. Stoekle(Centralab), variable re- welcomed the selling stimulus and aid tosistors; J. quality presentation which this sealon an S. Williams (P. R. Mallory) accredited set provides." fixed condensers; N. P. Bloom (Adler), The next step is to promote the value ofcabinets; J. C. McGinley (Meissner), r.f. thisseal on radio merchandise with thecoils;R. T.Pierson(GeneralCable), general public.This is a big job requir-audio and power coils ;J. A. Comstock ing financing and careful planning but(Acme), transformers and chokes; T. A. RMA has it well in mind, according to Mr.White (Jensen), speakers; M. H. Ben- Geddes. nett (Scoville), variable condensers; R. G. Following is the list of the companies Zender(Lenz),hookup and connection now placing this seal on itssets.Manywire; E. R. Peel (Eby), sockets. othermanufacturershavepromisedto adopt it shortly. New Export Manager forZenith All American Mohawk, Audiola, Auto- Stewart, New Auto -Radio Maker Ed Hefter, formerly eastern matic Radio Mfg. Co., Belmont, the Cape sales - The Stewart Radio and TelevisionCom- manager for Zenith, has been appointed hart,Colonial,Crosley,Essex,Galvin, export manager, with headquartersat pany,Detroit, has been organized,with the Chicago factory.He has been Grigsby-Grunow,Hammarlund, Howardofficesin that city, active in the radio business since Radio. for the express pur- 1925. pose of making auto -radio receivers of all- Also the Insuline Corp., International,electric variety. ColinB.Kennedy,National "Stewart" receivers will Company,have "Floating Tone Control,"an exclusive Philmore,Pierce Airo,Remler, Trans-feature. Radio Tax Returns 80% former Corp. of America, Trav-Ler Radio Officersof the company & Television, United American Bosch, and -are: Mark Below Expectations the U. S. Radio & Television. Rafelson, president ;E. J.Stewart, general manager ; Ed Oxner, chiefengineer. The 5 per cent excisetax slapped on radio by Congress lastJune isfailing to produce anywhere near therevenue predicted by the Treasury Detective With Dog Department, collec- National Union Issues tion figures just releasedindicate.Radio was expected to pour $11,000,000 intogov- Tube Data Book ernmentcoffersannuallyandreturns totalled only $1,184,510 duringthe last half National Union Radio Corp., 400 Madi- of '32, 80 per cent underthe estimate for son Ave., New York City, has issued a that period. 24 page "Tube Data Book" foruse by Monthlyreturnsare recorded as dealers and service men.It is made up follows : entirely of reprints of the set specifications June -July $32,848 which have appeared in Radio Retailing August 76,445 over the last six years, with special atten- September 165,710 tion to the tube equipment of the receivers. October 218,722 It contains an alphabetical lis't of setman- November 298,577 ufacturers, the models each concern put December 392,204 out and the tubes used.Many of these Business conditions havecompelled many sheets contain additional specificationson radio manufacturers the sets. to largely absorb the excise tax and industryleaders generally believe that the cost ofcollection to the government hasfurther greatly reduced the return to the Treasury.The tax, ap- RMA Proceeds With Parts parently, is more ofa burden to manufacturers than a source of appreciablerevenue Stabilization Plans to the government. Further standardization of parts made for both set manufacturing and replacement use, a stabilizing influence which will This is Thurston Hall L. G. Pacent Forms you), detective -hero (Jim Hanvey to be of practical value to the industry,is Cohen's new Westinghouseof Sat. Eve. Post now planned by the RMA. Over 30 of the thriller, "The Townsend -sponsored Consulting EngineeringFirm tery." Murder Mys- country's leading engineers met recently Telldial -twirlerstosample L. G. Pacent, of the to discuss this problem at the Hotel Cleve- NBC any Tuesday, Pacent Electric Co., urday at 7:45Thursday E.S.T. or Sat- New York, has formeda new consulting engineering firm withlaboratories at Little 30 Radio Retailing, March, 1933 News of theMonth

Neck, Long Island.B. H. Noden is to be STARTS secretary and treasurer, H. C. Likel, a REFRIGERATION BUREAU member of the engineering staff. Pacent is to continue as president and "LEGION OF HONOR"CONTEST director of the Pacent Electric Company but will devote most of his time to the new Prizes Offered to Stimulate RetailSales Cooperation venture with offices at 79 Madison Ave., An arrangement has New York City. On March 15, the Electric Refrigerationing in any concerted plan of advertising or been made whereby Pacent Electric con- sales promotion? tinues to receive the benefit of his researchBureau opens its "Legion of Honor" contest designed to stimulate cooperative sales 3. What has he done or is he doing to and development talents. effort among the various types ofretailestablish local cooperative electric ref rig- refrigerationoutlets. The contest,con-eration, newspaper, outdoor or radio ad- cluding April 15, is open to central stationvertising? DITZELL SALES men, Bureau members and managers of 4. What effort is he making to institute Electrical Leagues or Associations in eacha localcooperative electricrefrigeration MGR. MAJESTIC of the 11 regional divisions of the country.exhibit or other sales promotional plan? From evidence submitted, the man who is 5. To what extent did he urge the cen- Harry Alter to Factory doing the most meritorious local work intral station and local dealers to enter the bringing about effective cooperation amonglast Christmas display ,:ontest? salesoutletswillbechosen and A new plan of sales contact between theretail 6. What other cooperative refrigeration factory and Majestic distributors has justawarded a gold cup.Runners-up from the remaining 10 divisions receiving a silverendeavors is he now fostering? been inaugurated by the Grigsby-Grunow Judges are:Edgar Kobak, vice-presi- Company of Chicago.As a result, thecup and membership in the Legion. dent, McGraw-Hill Publishing Co.; A. W. salesactivities on allMajestic products The following points will be among the chief factors governing the awards: Berresford, managing director, N.E.L.A., will be closely co-ordinated and the control and J. C. Sterling of McCalls Magazine. of these activities embracing refrigerators, 1. Has the contestant been a leader in radios and tubes will be placed in the handsestablishing a local Bureau or in the pres- of one directing executive.This responsi-ent formation of one, or in carrying on bility has been assigned to John F. Ditzell,the functions of a local Bureau through a E. B. Shiddell Joins Columbia previously assistant vice-president in chargelocal Electric League? E. B.Shiddell, widely known to the of refrigeration, who now becomes assistant 2. How successful has he bee in secur-music trade, both here and abroad, has vice-president and general sales manager.ing local cooperation?How many elec-joined the Columbia Phonograph Co., Inc., When asked how this change of policytric refrigerator sales outlets are there inin the capacity of sales manager of the will affect the operations in the field Mr.the community? How many are cooperat-Phonograph and Record Division. Ditzell stated that further announcements on this subject will be made a little later. "Obviously," said he,"it will necessitate considerable rearrangementofourfield Wild and Wooly and Rarin' to Go operations.As now contemplated, we will be enabled to give far closer cooperation to our distributors, and because of a greater degreeofco-ordinationinourselling activities, we will also eliminate a certain tendency to duplicate effort in the field." The second step in re -organization plans brings Harry Alter from his previous position of manager of the Northern Illinois Divisionoffice(the downtown Majestic display room) to the factory where he will be assistant generalsales manager, and will work directly with Mr. Ditzell in developing and maintaining the new set-up. Peirce Returns to Peirce -Phelps W. G. (Jim) Peirce,partnerand founder ofPeirce -Phelps,Inc.,Pennsyl- vania distributor of Majestic radios and refrigerators, who obtained a leave of ab- sence two years ago to become assistant general manager of Grigsby-Grunow, has returned to the active management of his former company. Jim resumed his old position as chairman of the board March 1, when the G -G resignation became effective.

Edison Hotel Plans N. Y. Show "Are we downhearted? NO!" The depression holds no terrors for these mighty The Hotel Edison, New York, will again men of Milwaukee, or for the Wisconsin Radio, Refrigeraton and Appliance Association who staged itsannual Stag Party last month -300 attending. stage a radio show under the direction of From left to right, top row: L. T. Roberton, Angie D'Amico, W. F. Seeinnth and Harry Goldman.Preview exhibit of 1933 B. S. Wisniewski. And in front, their hands full of $1,000 bills-in fake money: models is scheduled for April 10, 11 and 12. C. J. Morris, C. W. Hamilton and Gordon !eche

Radio Retailing, March, 1933 31 Heads 90 -Year OldNew NEW DISTRIBUTORS Orleans Music House GRUNOW CORP.- Grunow Dis- tributors, Inc., New York, serving Man- Paul S. Felderhattan, Bronx, Westchester and part of has been electedConn. Leonard C. -Welling and Gus president ofPhilipKraus are the contactmen. Werlein, Ltd., New Orleans, INSULINE CORP.-B & 0 Radio, La.,"theInc.,Newark,N.J.,covering New oldestmusic houseJersey north of and including Trenton, in the South."Healso Orange and Rockland counties in succeeds thelate J. Parham Werlein.New York State-all exclusive. Mr. Felder is promi- TRANSFORMER CORP.- Inter- nently identified withmountain Appliance Co., Denver, Colo., most of the worth-and 0. S. Peterson Co., Los Angeles. while civic activities STEWART WARNER- Wholesale Paul S. Feldet. of that city. Radio Equipment Co., New York City. Pullman Dwellers "Pullman Dwellers" that's what This step also ele-Handle metropolitan New York and ad- Petrie, R. I. vates Parker M.Harris to the post of jacent territory. left, and A. M. Taylor, sales eral manager of gen- manager and director of merchandis- this firm, whichwas estab- COPELAND - BinderDistributing ing, respectively, of theLeonard Re- lished in 1842. frigerator Co., Detroit, callthemselves. Co., Trenton and Newark, andEssex They are conducting a seriesof retail Distributing Corp., Newark,are working sales schools for Leonardand will be a on the road until late in May. split -territory arrangement. Binder tour, which takes them to 44 The Higher Power Co. will cover southern and centralJer- covers more than 18,000 keymiles cities, Broadcastingsey and partofPennsylvania, while Urged By Three Essex will serve dealers in thenorthern Associationshalf of New Jersey.Last year, Binder In a joint reportissued to members bywas sole Copeland distributor through- the RMA, NELA AROUND THETURNTABLE and NEMA, nationalout northern and central Jersey butde- radio and electricalassociations,highercided to concentrateover a smaller area (Continued from page29) power broadcasting is urged as a primaryto keep closer personalcontact withunique troupe ofentertainers, Irene Tay- means of further reducing electricalinter-dealers. lor, Ramona, Peggy ference.Copies of the report Healy, Al Darny, Roy mailed to ZENITH-Watson & Wilson,Inc.,Bargy, Pingatore-thewizard of the banjo, designers of both electricalappliances andLos Angeles, Calif., has taken Goldie-the sweet radio receivers also contain over the trumpeter, Jack Fulton, equipment con-southern California and Arizonaterri-and Red MacKenzie.We heard this struction suggestions whichaid in the re-tory. ord in the making rec- duction of such noise. Radio EquipmentCo.,Dallas, and it's a wow.No. willdistributeinthe entirestateof39000-list price $2.00,sell 'em like hot Better installation of Texas. cakes . . receivers by the H. R. Curtiss Co., SanFran- . Whiteman also does retailer comes in for itsshare of discus-cisco, has been granted the from George White's the hits sion in the report, it being northern new show MELODY pointed out thatCalifornia section. (I'D WRITE ASONG and YOU much can be accomplishedbyerecting THE SONG) (No. ARE antennas effecting a minimum UNITED AMERICANBOSCH- 24238) and EGERN of couplingBarrett Electrical Co.,St. Louis, Mo.,ON THE TEGERNSEE with house wiring andother electrical cir- IN THE AIR) (No. (from MUSIC cuits. assumes distributorship in that territory. 24225) . . . Radio -frequency filtersand special the great ictor dance All antenna systems are also Cleveland Ignition Co.,Cleveland, takes artists are wellrepre- discussed. over responsibility for that point. sented:Ted Weems, Waring's Municipal ordinances relatingto radio vanians, George Olsen Pennsyl- interference are declaredgenerally ineffec- KENRAD-L. P. Naylorwill act as (HALLELUJAH, tive, the cooperating salesrepresentativeinan I'M A BUM from associations maintain- extensiveDon Bestor, still Jolson's picture), and ing that these frequentlyset up standardseastern territory. Cover Penna.,W. Va., the rage. which eventually become Va., N. J. Maryland,Delaware and Dist. more of a hin-of Columbia, working BRUNSWICK. drance than a help in thesolution of the inwith old jobbers STOP PRESS terference problem. and appointingnew ones. NEWS! Kate Smithand Mae West are SPARTON has signedwith Chapin- recent additions to Brunswick'sgalaxy of Owen Company tocover the marketstars!The "Songbird of theSouth" and served by Rochester, N.Y. "Diamond Lil" join that Kahn Heads Standard Sales man-of imposing array Transformerager E. T. H. Hutchinsonrecently ad- Brunswickrecorders. The"Hello "Jerry" Kahn, who formed dressed the organizationof the newlyEverybody" girl recordsfour songs from the Standardappointed her movie: Transformer Corporationof Chicago in distributorforSpartonat Twenty Million People,My 1930, serving it Harrisburg, Pa., theGeneral Automo-Queen of Lullaby Land, as vice-president in charge Pickan Moon Song and of sales and advertising tive Supply Company. n fl coven(Nos.6496and since that time, is TCA, full 6497). Kete's now president of the organization.Action name Transformer Corpora- millionsofadmirers,if tion of America, will they've a turntab' 1:1 was taken at a recent stockholdersmeet- be ably represented the house, will be ing when his in its own home wild about thesediscs . . . election was unanimously town by the well knownis a hit in pictures. !`..lae West effected. Peter Sampson, SampsonElectric Co., Her first disc, from Tracy - Wells,Columbus,Ohio, which youcan almost see that peculiar Shasbolt & Boyd Co., andslouching walk, that Milwaukee, alsobold gleam curled lip and that Five New Condenser are recent jobber affiliates."Clarion" inhereyes,projects Easy Licensees now has a network ofover 100 distribu-Rider and I Likea Guy What Takes His tion outlets. Time (No. 6495)-hot LiCense to manufacture cha! . . . Going, dry electrolytic Going, Gone, theLombardo hit, condensers has been grantedto Dubilier, able on disc No. is avail- Solar, Micamold, Muterand Dumont by 6499.Eddy Duchin does P. R. Mallory & Co. A & S Stages the Gershwin airsfrom "Pardon My Eng- Sprague, Electro Radio Carnival lish," My Cousinin Milwaukee and Formation, Cornell, CondenserCorp. and Abraham & Straus, ItaPity Isn't Aerovoxarealready Brooklyn, depart- (No. 6476).Wonderful for operatingunderment store, stageda "Radio Carnival" demonstration similar licenses. stimulate the sale of toYou (No. 6493)are Fiorito's Then I Found erable success late consoles with consid-Go On Forever; Why Can't This Night last month. Thepublic (No. 6494) the CasaLoma was attracted by the Orchestra; personalappearance Ellington's AnyTime, Any TheRepublic of violinist Rubinoff(co-star with Day, AnyWhere (No. DistributingCompany,Cantor) and EddieNovis makes 6467). Donald Grand Rapids, Mich., hasbeen appointed announcer John S.Young. hisdiscdebut with The Display of the Bosch WhisperWalt...; distributor for Zenith for thatarea.C. C. gold cup awardedin and Rock -a -RyeMoon Christiane,y is president. its recent radiostar popularity (No. 6489). contest alsoby There are theusual discs attracted attention. theunusualMills Crosby and Brothers,Bing other Brunswick'sfavorites.

Radio Netailing.lfareh, 193,; SERVICEMENareLearningtoSELL

many new faces were seen in theshop. We adjusted Coupon Plan Adds 250 New Customersmany receivers free, of course,but there were enough setsrequiring replacement parts and major repairs Editor, Radio Retailing: among the group contacted to morethan compensate us. Every serviceman has his regular customers but unlessWhere people needed extensive set repairs but did not new ones are gained each year businesseventually dwindles.Here is the dope on a plan that added 250 new customers to my list and brought in$100 a month FREE FREE net profit during August, September and October.It THIS COUPON GOOD FOR still accounts for $45 of my monthly net. ONE COMPLETERADIO INSPECTION The 'inclosed free inspection and minor adjustment AND MINOR ADJUSTMENTS ticket was bound in a booklet containing similar "sample VOID AFTER NOV. 1.1932. offer"slips prepared by other local merchants(not radio).Each merchant offered merchandise or service RADIO SERVICE CO. without charge in order to attract new customers.The A. W. DUGAN booklets were sold around town by unemployed men at WE REPAIR ANY MAKE RADIO $1 each and were considered good investments by the 113 Donaldson St. Phone 193 Fayetteville,N. C. people who bought.Profit from the sales went to the salesmen. free People who would ordinarily hesitate to accept the price inspection and minor adjustment offers did not hesitatewant it done immediately we left our card with of the suggested job noted.These are producing busi- to avail themselves of ours . . . because they had ness for us daily. A. W. DUGAN paid money for the booklets . . .and as a result Complete Records Aid Estimator Stabilization Radio Retailing Magazine: One of the most efficient "short-cuts" to good service work, particularly estimating, is a complete filing system. Through Servicing I use an ordinary card file indexed first by makes and then by receiver models. On this goes experience data Because there are 17,000,000 -radio sets now gleaned from work on each particular model. in active use in the United States and be- Thus, when I am called upon to estimate on a job in cause dollar volume from the saleof new connection with a model listed in my files I can take sets has fallen off, servicing, as a stabiliza- advantage of past experience in holding the price within tion factor. is becoming increasingly im- bounds.I know, for example, that certain makes and portant. The main income of many radio models have weaknesses that are easily corrected ;that dealers now comes from this activity. power packs in some models areeasily opened up for Those who specializeinservice work repair. should give more thought tothe busi- This helps a lot in keeping expenses down, profits up. ness building possibilitiesinvolved.The M. H. DOVER MODERN service man will be alert to his unusual opportunities as a merchan- diser.During 1933, therefore, he will do Ad for Old Sets Sells New Ones these things: Radio Retailing: Devote his spare time to creating business -by personal canvass, use of the tele- For two weeks I ran this ad in my local newspaper : phone and every other tested promotional "WANTED: Old radio sets and accessories. method Need Magnavox R3 Speakers. Will pay cash." See that every home he visits has the best It brought in many old sets that were bought for a radio equipment it can afford song.This supplied us with special parts no longer Always demonstrate the superior recep- obtainable from manufacturers for use in our repair tion qualities of new tubes work.It also, much to my surprise, sold new sets and accessories. Use only those replacement parts whose Many people who brought in old equipment traded it, quality has stood the test of time with cash, for service work, batteries and tubes.Several Create respect for his profession by his were sold new sets;I netted $30 from the idea after appearance and conduct deducting the cost of the ads and the sums paid for old sets.Barter is gaining favor out here in the middle west. ROGER H. HERTEL

Radio Retailing, March, 1933 33 TUBE TIDIGS

March, 1933 E. T. Cunningham Inc.-RCARadiotron Co., Inc. Harrison, N. J.

LAII\CH$200,000 TUBE CAPAIGN NBC and CBS to Broadcast Radiotron and Cunningham Eddie Cantor Proudof Special Programs Urging Geared for Driveto Spur Cunningham Radio Log Set Rejuvenation Radio Listener Interest From authoritative sources comes the R CA RadiotronCompany,Inc. newsthatbothNationalBroadcastingE.T. and Company and Columbia Broadcasting Cunningham,Inc.,on March 1 Sys-launched what issaidto be the most tem definitely plan to aid thecause ofcomprehensiveand qualityradioreception thoroughlyplanned throughspecialcampaign to spur radioset and tube sales programs during the month of March. ever ventured by a tube Beginning March 6, and continuingfor concern. The sales offensive is aptlytermed the approximately two weeks, NationalBroad-"Almighty Dollar Sales casting Company willannounce daily overbased on the remarkableActivity", being a national network, duringa popular sus-of today's "Almighty purchasing power taining program, thatiflisteners are to Dollar", and keyed to the million dollars' worthof radio en- obtain real pleasure fromthe $1,000,000tertainment that the set weekly radio show, theyshould renewbuy today. owner's dollar can worn-out tubes, check theirantennas, and otherwise spruceup their sets. The Radiotron andCunningham organizations are backingtheir plans with Columbia BroadcastingSystem,itis$200,000 a known, will makea similar effort to induce advertisingandmerchandising set owners to get the program. their sets. real benefit from This timely action by Millions of Sets Need chains, in addition the two major Tuning Up to the effective radio Officialsof demonstrations by 0. H.Caldwell, editor the sponsoringcompanies of Radio Retailing,cannot but result in state that literally millionsof radio sets greater appreciation aare used but a relatively Thenew Cunningham Radio Log on the part of theday because short time each won the complete approval haspublic of the advisabilityof keeping their worn-out tubes prevent well- the trade and the not only ofsets in A-1 condition.It will mean in-intentioned setowners from appreciating stars public, but the radiocreased sales of quality today'simprovedprograms. themselves,itisstated by Frank receivers and tubes.mighty Dollar Sales TheAl- Burns, Central Division Cunningham and RCARadiotron deal- Activity is designed E. T. Cunningham, Sales Manager ofers, due to a product of to remedy this byskillfully plugging, in Inc. and to the equipment highest qualityadvertising and displays, Eddie Cantor wrote: "The log is and advertisingpro- the great names teresting and in-vided by the Almighty of stage, screenand radio whoare heard very useful, indeed, andativity, will be in Dollar Sales Ac-over the ether. swell job, tosay the least.I am sure this a peculiarly good posi- log will be greatly tion to capitalizethese broadcasts. Intensive efforton the campaign will be appreciated byyourdealer with a Parade Theapplied from March dealers and it surelywould be well worth -of -the -Stars Display 1 to May 1.Dealers the price offifteen will be sure to benefit. are referred to theirdistributors for in- proud to have cents. I am very formation regarding my picture on itscover." participation terms. Cunningham has receivedsimilar letters from the otherstars in the Log. The price is $2.50per 100, imprinted. In lots of 1,000 2,500 or more, $2.00.or more, $2.25; in lots of

Leading DistributorsIndorse Almighty DollarActivity Prominent distributor parts of the country executives in all enthusiastic are unanimous in their approvaloftheAlmighty Dollar Sales Activity.We quote a few from the New YorkCity area : M. H. Krich, Pres.,Radio Distributing Corp., Newark, N.J.-"The Almighty Dollar Sales Activityis soundly conceived and thoroughlyplanned." ' L. E. Latham, VicePres., E. B. Latham & Co., N. Y.-"Thisis a real proposition for dealers." Irving Sarnoff, Vice Pres., Bruno -New eitg,RCA RADI OTRO York, Inc., N. Y.---"The AlmightyDollar NS Sales Activity isan ingenious methodof *, ;MOWS - NOW NM going to the heart ofthe problem." S. D. Goodman, Gen.Mgr., Royal East- ern Electrical Supply Co., this Inc.-"I welcome I activityas a means ofincreasing listener interest. It willstimulate radio sales." The Great Parade-of -the -Stars 34 Display.The Cunningham (Advertisement) Display is similarin most respects. Radio Retailing,March, 1933 TUBES?" TUBE LEADERSHIP"WHY ALL THENEW TYPES OF ment of the aircell typeof battery 2 volt CEMENTED BY E. T. CUNNINGHAM tubes became necessary.The alternating President, RCA Radiotron Company,Inc.current market has usedprincipally a 2.5 volt filament tube.The automobile re- 17 New Types Round Out tubes?" isceiver market required a 6.3 volt tube.And "Why all the new types of the filament voltages for usein the 110 Radiotron-Cunningham Lines a question that isbeing frequently askedvolt D.C. market, for the mostefficient these days. market, required Continuing the policy of makingavail- The answer is largely to befound intype of receiver in that of tube First westill another voltage. able to the trade a complete line present economicconditions. The great number of types aretherefore types, the RCA RadiotronCo., Inc., andmust have clearly in mindthat an engi- for islimitedpartly due tothedistinctmarkets E. T. Cunningham, Inc., haveannouncedneer in designing aradio set radio sets determined by the source ofpri- since Jan. 1, 1933, seventeen new tube typesby the capabilities and design featuresof in- 84, 1, Ten yearsmary power available.The further -42, 43, 25Z5, 44, 2A3, 2A5, 5Z3, the tubes available to him. crease in types of tubes comesabout from 49, 77, 78, 2A7, 6A7, 2B7, 6B7 and75. ago radio circuits wererelatively simple of tubesthe specialization in tubesto meet the With these seventeen new and somewhat crude. Many types needs of the designing engineer. tube types the radio set engi- were used for different purposesand no neer has at his command a attempt was made to specialize inthe type tube designed for each par- of tube for the particular circuitfunction.Natural Competitive Condition ticular service.This gives With the development of the super-hetero- This multiplication of types has resulted him free play in the use of dyne circuit and the refinement indetectorin many unnecessary types which areonly his talents to design the best circuits, automatic volume controlcircuits,minor variants from previous types.But possible receiver. The retail etc., the need for specialized typesof tubesthat is probably a natural conditionresult- dealer has available a com- for each type of service in a givencircuiting from the intensive competitive struggle. plete line of tubes for initial became apparent. Dealerinventoryproblemshavebeen equipment and renewal in- rendered more dfficult as a result of the stallation in all leading More Efficiency Per Stage increased number of types and the reduced isresulting in higher makes of radio sets. towarddemand per type Abriefdescriptionof Thefirstdevelopmentwas costsof production which will continue these new RCA Radiotrons special output tubes.The characteristicsto be reflected in higher sellingprices for and Cunningham Radio Tubes follows : of a good intermediate audio frequency am-tubesthanwouldbenecessarywith plifier tube were not those of a good radiofewer types. frequency amplifier tube.By the use of Out of all this forced development will New Types Listed specialized tubes greater and more effi-come better radio receiversand undoubt- cient performance could be obtained in 42-A power amplifier pentode with 6.3 edly a better balance between receiver de- each stage in a radio receiver and quitesign and tube design.At the present time v. heater for the audio output stage offrequently with a reduction either in the a. -c. sets. the pendulum is throwing too much of the amplifiercost or bulk of the receiver. design burden on new types of tubes, re- 43-A power In addition to the various functions whichsulting in an economic disadvantage for pentode with 25 v. heater such as recti- suitedfor uni-a radio tube must perform, the radio market as a whole. especially fication,detection,oscillation,and radio versal sets. frequency and audio frequency amplifica- 25Z5-Arectifierandtion, the market for radio receivers divides Real Advertising voltage doubler with 25 v.itselfinto various classes which requireQuick facts about advertising during the heater for use in universalspecial tubes.Originally there a 1.1AlmightyDollarSales Activity-Ripley- radio receivers of the a. -c., style copy in 195 newspapers -12 insertions volt line of tubes for battery operation,-total circulation 264 million.12 ads in d. -c. type. also a line of 3.3 volt tubes for batteryLiberty, Collier's, Literary Digest and Post 44-Asuper - controloperation.The old storage battery field-total circulationoftheseweeklies. r. -f. amplifier pentode withrequired 5 volt tubes and with the develop-8,300,000. 6.3 v. heater for a.c., d. -c. RCA and automobile radiore- Rediotron ceivers. 2A3-Power amplifier SERVICE FORMS IN CONSTANTDEMAND triode with 2.5 v. filament THE RADIO SHOP -...-- for a. -c. operated receivers. NAV Min THE RADIO SHOP Odor /1014.0. MS. 2A5-Power amplifier pentode with 2.5 R

heater for a. -c. operated receivers. Mo. 5Z3-A heavy-dutyfull -waverectifier

with 5.0 v. filament. Wed 84-A high -vacuum, full -wave rectifier es 1 Ma I with6.3v.heaterfor automobilere- ceivers. 1-A half -wave, mercury-vaporrecti- fier with 6.3 v. heater for automobile re- 11,../11.4.4.446\1 ceivers. 14L.P.41.. I 49-A dual -grid power -output tube with A.I.,41.1.1.1.. I 2.0v.filament for battery operated re- 'He RADIO SHOP ceivers. 77-An r. -f.amplifier pentode or detector with 6.3 v. heater for a. -c. receivers.' 78-A super -control r. -f. amplifier pen- We wileel obis, el- tt par eee tode with 6.3 v. heater for a. -c. receivers. I.m.,,, Kist* may se wins k ROI b. VactreeiCI for v. 2A7-Pentagrid converter with 2.5 t0.11 4"' THE RADIO SHOP. heater for a. -c. operated receivers. 1....1 6A7-Similar to 2A7 except that it employs a 6.3 v. heater and is intended for d. -c. and automobile radio receivers. First offered to dealers last Fall,theningham Form No. 1180.Price, imprinted, simplified service bookkeeping forms de-3 triplicate pads (50 sets to a pad) $1.25. signed by E.T. Cunningham,Inc., and A neat and attractive Service Billhesid Duplex -diode Pentode RCA Radiotron Company, continue to bedoes more than satisfy the pride of the the objects of an enormous and apparentlysender.It actually aids business, encour- 2B7-Duplex-diode pentode with 2.5 v.inexhaustible demand. ages prompt payment of bills.Radiotron Outstanding in popularity among theseItem No.318. Cunningham Form No. heater for a. -c. operated receivers. system aids are the three convenient and1178.Price, $1.00 for 500, with imprint. 6B7-Similar to 2B7 except that it em-inexpensive forms shown herewith. The Not -at -Rome Card is a courteous ploys a 6.3 v. heater and is intended for Combining the best features of formsmethod of informing the customer that the radio receivers.used by leading dealers, the Service Orderservice man has kept his appointment- a. -c., d. -c. and automobile Formofferstheservicedepartment aand that the next move is up to the cus- 75-Duplex-diode high -mu triode withsimple, complete and compact method oftomer.Radiotron Item No. 317.Cunning- automobilemaking chargesandrecordingserviceham Form No. 1179.Price per 100, im- 6.3 v. heater for a. -c., d. -c. and Radiotron Item No. 319. Cun-printed, $0.25.Minimum order, 100. receivers. work done. (Advertisement) 35 Radio Retailing, March, 1933 NEW MERCHANDISE Capehart AladdinRemote Control Full and complete controlof both the phonograph and the radio,from any number of remote locations,is obtained with the Capehart "Aladdin"controlofthe Capehart Corp., FortWayne, Ind. toThe tune control the radio station to enablesthe operator current off and on at eachany station;turn speaker and instrument:control station, each individual speaker;turn off or on crease volume forall increase or de- from phonograph to speakers ;switch and reject any record.radio or vice versa, The kilocycle meteron each control station enables one totune into any radio station desired and toknow what wave length and station the setis tuned into. Stromberg-Carlson Model 43 canThree be used remote with stations standard andthree speakers Special models availableto operateinstruments. any required number ofremote stations and Stromberg CarlsonSets speakers.-Radio Retailing,March, 1933. Arvin Car Radio All four of theStromberg-Carlson's new models(Stromberg-Carlson Telephone & The manufacturer of Arvinhot water Manufacturing Co., Rochester,N. Y.) util- car heaters, Noblitt-Sparks Industries,Inc., ize an audio outputsystem with a new Columbus, Ind., has introducedthe Arvin type of tube.One of these new tubesis auto -radiosetin two models -6 and 7 the No. 5Z3, a heavyduty rectifier that tube all -electricsuperheterodynes. both at does the work of twoNo. 80's.The other popular prices. is the 2A3, asuper -triode output tube that The variable unit mounting contains 30 inches offilament and whose the Arvin engineers idea whiQ.h electronic emission ismany times greater to the easeof have developed adds thanitspredecessors. Because of the simplicityinstallationonallcars. speaker had to be A new typeof ittakes but a few minutesof construction of the tremendousdesigned to takecare the entire radio for to open up the tube. undistorted power of Instead of the usualinspection or service. The seven featuresclaimed for these tuning, this set's tuningsmall knob for the sets as a result ofthe new designnew entire hand. control fits the higher undistoredvolume ; are: It clamps on thesteering power output, longer audio ample reserve column right in the lineof vision.-Radio lowlevel frequency range, Retailing, March, 1933. acoustic tone compensation,adjustable audio rangecompensation, for greatlyextended and the fact thatphonograph reproduction, outputcontrols the new chassisaudio system. alsoserves phonograph The new receivers Tropic -Aire Auto 48, 49, 50 and 51. are known as models Radios low boys: Model Models 48 and 49are Three new automobile Model 51 a phonograph50is a high boy, andintroduced to radios are being combination.AllInc.,60 Elevenththe trade by Tropic-Aire, utilize an 11 -tubesuperheterodyne circuit Avenue,N.E., Minne- with a.v.c. andautomatic muting apolis, Minn.This company with silences, all circuitthe well-known Tropic-Aire watermanufactures heaters tuning. extraneous noises whilefor motor cars.These sets will be As we go to by the same tradenames as the company'sknown nounced, Model 43,press, a fifth setis an-three heater models, ceiver is powered illustrated.This re-and Universal. that is, Senior, Junior chassis and is by the No. 38ten tubesuperhets. All are 6 tube all-electric shape housed in ahalf-octagnol The Universal, 1933. cabinet.-RadioRetailing,March. The Junior, two-pieceone-piece unit, is$44. tery eliminator unit with "B"bat- is $59.50. embodied inthe speaker The Senior, Fadalette battery eliminatorthree-piece unitwith "B" and remote controlembodied in thespeaker The "Fadalette" column, is $74.95.mounted on the steering Electric Corp., Longof the Fada Radio& 1933. Radio Retailing, comes in an embossedIsland City, N. Y., March, available in four color leatherettecase ish brown, deep combinations (Span- red). green, ivory and dark four basicGold colors. trimming isappliedtothe RCI Line and may be usedThe set weighs6b Stewart WarnerCompanion on a.c. or d.c. A 5 -tube a.c.-d.c.receiver using four tubes, dynamicspeaker, and listsIt has43, 2-39, 36,with a switchinga 25Z5, $25.-Radio Retailing,March, 1933. forment whereinthe 25Z5 is arrange- Sets doubler maybe used as a voltage Chassis,Inc., obtainedfromRadio The preference of York City. 112 West18thSt., which are not whatmany people for things The speaker isa Rola dynamic.Newthe Stewart -Warnerthey seem, impelled A low priced Blvd., Chicago, Radio Corp., DiverseY ceiver is aboutreadyshort-wave for broadcastre- to design a receiverre- will receivefrom 15 to production.Itin.sembling a pair ofbooks, size is 9tx7tx41 three switchingpositions.550 meters with They come inseven editions. receiver capableof receivingA long wave The set embodiesthe latest tube equip- 2100 meteris also offered. from 800 toment-a 36, a 38, to mount both It is plannedIt operateson a 39 and a 12Z3 rectifier. ing a practicalchassis inone cabinet, take -off" plug-ina.c.ord.c. and a "heat A working all -wavereceiver. mak-ance necessary tocord furnishes theresist- 11 tube model of anew circuit The adaptor keep heat out of theset. prime amplification,"receiver incorporating design,operation on 6,cords may also beused for tween Stations, noise elimination"Class Aas 220 -volt current.12 and 32 -voltd.c. as well control is nowa.v.c. andautomatic tonebb-according to bookThe retail price ranges, begin on thisready andproduction should Stewart -Warnerbinding, from $26.50up. The line willmodel in the alsomakes asmall also includenear future. metal midget inbronze, goldor silver. d.c. receiverfor price a 4 tubea.C.-can be usedon all currents It using a 25Z5, competitionpurposessame tube equipment and has the ing, March, 1933.36, 43, and39.-Radio As in the book as the book model. Retail-tion to regularmodel, police callsin addi- 36 $24.50.-Radioprograms can bebrought in. Retailing, March,1933.

Radio Retailing,March, 1933 Emerson Sets Clarion "Leisurette" A two-piece radio-controlcabinet and In addition toitsoriginal Model 25-A cabinet-ispresentedbythe Compact a.c.-d.c.set, the Emerson Radio Transformerspeaker Corp. of America,Ogden and & Phonograph Mfg. Co., 641 Sixth Ave., Keeler Ayes., Chicago. New York City, has added four new num- The chassis control table isstyled after bers to its line. a "Queen Anne" endtable and houses the Model 250 is of especially attractive de- radio chassis which incorporatesClass B sign-modified Gothic (illustrated).It is tuningindicator,delayed a five -tube superheterodynewith dynamic automaticamplification, volume control, variablenoise speaker, using 2-78, 77, 43 and 25Z5.$25. level control and uses 14 tubes. Modell 35 is a six -tube super in an up- The separate speaker cabinet housestwo righttablecabinet. Tubes used1-43, 10 dynamic speakers.The list price, com- 1-25Z5, ;1-77,2-78, and 85.The set has plete, is $100. a.v.c. and lists at $32.50. TCA also offers Model 400 a.c.-d.c.table Model 300 is a chest type set with the set, technical data on which is notavail- same tube line-up as model 250.List, $30. able at this time.-Radio Retailing,March, Model 20-A in a bakelite case measures 1933. 93x63x43in.,$17.95. Itis a four -tube set.Zipper carrying case $2 additional.- Radio Retailing, March, 1933. Air King Clock Radio A most striking midget radio designed along ultra -modern lines can be obtained from the Air King Products Company, Inc., 27 Hooper St., Brooklyn, N. Y. ofThe a urea cabinet material is a moulded and may job, be made had outin every colorofthe rainbow as wellas black with contrasting colors in the clock and bezel. The setisa5 -tube superheterodyne using a combined detector oscillator and one intermediate frequency stage, with a two -gang condenser using 456 intermediate frequency. Tubes usedare2-57,1-58, Clarion"Lpisurette" 1-247 and 280.Speaker is a dynamic and ,irarrir...-...... - theelectricclock on the panelisof a Provision- for starting Emerso;1, Model 250 andsynchronous setting type.are on the back.This set measures 9i in. wide by 12 in. high, byMallory Elkon "B" Eliminator 73in.deep, and listsat $34.50.-Radio Retailing, March, 1933. The new Elkon "B" eliminator ofP. R. Crosley Sets Mallory & Co., Inc., Indianapolis,Ind.,is designed around the Elkon self -rectifying Rounding out its line the Crosley Radio "Elkonode." No rectifying tubeisem- Corp.,Cincinnati,Ohio,announcesthe ployed, rectification of the high -voltage out- "Twelve," a 12 -tube superheterodyne avail- put being accomplished within theElkonode able in a table or lowboy cabinet, retailing by a reed that vibrates in exact synchron- at $49.99 arrd $59.99; and the "Leader," _a ism with the interrupter reed, muchlike compact 4 -tube table model priced at $14.99. the two prongsofan ordinary tuning The "Twelve" has manual static control, fork. A single magnet supplies the motive a.v.c., new 23 volt heater type tubes and power, and sparkless operation is achieved. continuous tone control. The size is 23x2H x5 h in. Crosley's new all -electric superhet auto - Models have been designedfor matly radioretailingat$49.95,completely in- arrangements of outputs as well asfur stalled, has "Synchronode" power unit to operation from 12 volt and 32 volt systems. eliminate B batteries, quiet a.v.c.,and uses -Radio Retailing, March, 1933. the following tubes :77, 2-78, 75, 89.The unit is shipped complete with eight spark - plug noise suppressors, one distributor head suppressor and two condensers. The Syncronode "B" supply unit is said New Cleanaire Price toeliminateentirelytheobjectionable sparking at contact points.-The unit de- Through an error on the catalog sheet, rivesits name from thefact that the the price of the "Cleanaire" of the Ohio vibratorisso controlled electrically that Carbon Co.,Cleveland,Ohio, was given itsactionis perfectly synchronized with as 50c.The correct price is 60c.-Radio the voltage interruptions.It has no tubes, Retailing, March, 1933. bearings, brushes or other high speed rotating parts.-Radio Retailing, March, 1933. Majestic Electro-Sealed G E Sets Refrigerators An a.c.-d.c. set, Lilliputian in size, known as the Model K-40, has beenadded to the An electro-sealed motor and compressorline of the General Electric Co., Bridge- is featured in the de luxe modelrefrig-port, Conn. erators of the Grigsby-GrunowCo., 5801 GE's "Color -Radio" features a new idea Ave.,Chicago. As the phrase-associating color with music. By means implies,Dickens the two vital parts of therefrig-of an ingenious arrangement on the panel erator are electro-sealed-and forsafetythe listener has a double check on toile, within a solid steel dome.Other featuresboth eyes and ears being utilized to tune of the de luxe models are a"Stay-Keldin to the best point.The set, a console, Defroster," which keeps ice cubes intactalso hasvisible tuning control with , a during thedefrostingperiod ;an auto -needle shadow on the graduated dial indi- reset protector which precludes the pos-catingthe proper tuningpoint. Other sibilityof discontinued refrigeration duefeatures are dual a.v.c., tone equalizer, 10 to a temporarily reduced voltage ;Triple -tube superheterodyne circuit including three Type insulation and "Stay-Brite" finish. newly developed Triodes and two new The models range from the Century No.heater type output tubes.-Radio Retailing, 450 with a food capacity of 10.7sq.ft.March, 1933. making 42 ice cubes to a de luxe model 1400 with a food storage area of23.25 sq.ft. making 170 cubes.-Radio Retailing, Crosley "Twelve" Lowboy March, 1933.

IRC Resistors Cartridge Condenser Kit The laboratory of the International Re- sistance Co., Philadelphia, Pa., announces Tilton Mfg. Co.,15 E. 26thSt., New new manufacturing processes whichhaveYork City, has a brand new kit of cart- resulted in many refinements giving IRC re-ridge type condensers, packed in a rugged sistors new low contact between resistancebox especiallyforuseasreplacements element and terminals. units by servicemen.The kit contains 20 hasalsosubstantiallyreducedcondensers of6 popular values-.01, .Q2, pricesIRC on its metallized and power wire.05,..1, .25 and .5 microfarads.These are wound resistors and kits, effective Marchconservatively rated at 400 volts.-Radio 15.-Radio Retailing, March, 1933. Retailing, March, 1932. GE Model K-40

Radio Retailing, March, 1933 37 Morrill Precision Multi -Purpose Meter A precisiona.c.andd.c.instrument measuringmicroamperes, milliamperes, millivolts, amperes and volts and d.c.re- Morrill,sistance can be obtained from Morrill & It is ideal30 for Church research St., andNew York City. laboratories, universities and testingdevelopment work in the field.D.C. ranges :20 microamps. to 250 amps., 1 millivolt to 2000volts and 5 ohms to 50 megohms.A.C. ranges :0.1 milliamp. to 10 amps.,0.5volt to 1000 volts.-Radio Retailing, March,1933.

U. S. Gloritone Models3040 and 3072 Kato Midget AC Plant U. S. Radio-GloritoneModels A convenient source on sound trucks or in isolatedof standarda.c. Four new sets havebeen added to the provided by the new midget places is line of the U. S. Radioand Television Corp., the Kato Engineering Co., a.c. plant of Marion, Ind., to beknown as the U. S. It generates 110 volts, 60Mankato, Minn. Radio-Gloritone models. Theseare in addi- watts capacity. cycle, a.c. 300 tion to the regularline of U. S. Radio watt lamps, one Itquarter will handle twelve 25 Apex models. - radio, and makes possiblehp. motor, a.c. Model 3056 isa five -tube superhetero- ard a.c. appliances, makingthe use of stand- dyne in a Cathedralstyle, table type cab- summer homes and smallit suitable for inet.Tube equipment:2-57, 58, 47, 80. This plant consists of 4farms. $19.95. engines equipped with cycle air-cooled Model 3040 is a full nected magneto direct con- same chassis. size console with the toanalternatingcurrentgen- Model 3072 is$29.95. erator.List price, $140. dyne in a tablea seven -tube superhetero- Larger sizes can be hadsuch as 1,000, tone control andcabinet.It has a.v.c. and 1,500, 2,000 and 3,500watt.-Radio Retail- $29.95. uses 3-58, 47, 80, 55, 56. ing, March, 1933. Model 3074 employs and lists at $39.95.-Radiothe same chassis 1933. Retailing, March, Stewart Auto Radio Fordson Midget "Floating" tone controlis incorporated Philco ThreePurpose inthe"Companion"all -electric Among the features heterodyneautoradio super-tube superheterodyneclaimed for the six- Antenna System Radio and Television Co.,oftheStewartson Radio Mfg. Corp.,midget of the Ford- kee Ave., Detroit, 40 W. Milwau-a.v.c. using the newDetroit, Mich., are The primary The speaker -eliminatorMich. tube, superheterodyneduplex diode triode tem is the reductionpurpose of the Philco sys-is arranged on combination unitmediate frequency ofdesign using an inter- and elimination ofowner may adjusta heavy the hinge so thecarcontrol, traveling 456 kilocycles, tone noise pick up inthe lead-in wire.The speaker loading to spotlight tuning dialand second is increasedefficiency of reception,suit his own ear,providing "floating tonea speaker of new and and the third isto provide operation control." set, which will besolddifferent under design. the The from two to fourradio stations of The set uses 2-39,36, 85, 41 and 84.name "Goldentone,"has gold trade antenna.Itis said that thison a single It has a.v.c.The superdynamic chassis.-Radio Retailing, lacquered comparatively easy to system isand electric "B" speaker March, 1933. average service maninstall and that theprice ready to install,supply are one unit.List Philco Radio & can do the entire job. The Aristocrat, $44.50. phia, Pa.-RadioTelevision Co., Philadel-$59.50.-Radio a 7 tube model, listsat Retailing, March, 1933. 1933. Glaser AutoRadio Three 57, two 37 Falck Auto the output stage and push pull 89's in -Radio and"B" ment of the all -electricmake up the tubeequip- Glaser's Auto Radio auto radio set of Power Unit Ave., Chicago. Corp., 5115 S. Kedzie Advance Electric Co., The overall dimensions ond St., Los Angeles, Inc., 1260 W. Sec-The chassis slides are 7ix10ix6 in. auto -radio using Calif., is makinganwill. This set hasin or out of thecase at a.v.c., and Magnavoxthelatesttypetubes,and 8 in. dynamic Utah remote control four wire plug dynamic speaker.Aing, March, 1933.speaker.-Radio Retail- necessary to the set.completes allconnections This company also power unit listing makes an auto"B" rotating parts-aat $13.95.It has no ing contactor' ishighly developedvibrat- a mercury rectifyingused in conjunctionwith electrical unit tube. The entire the lid of theand filter aremounted on Fused Plug moved for inspectioncontainer andmay be re- The auto -radio by two thumbnuts. this eliminatorset above maybe had with The fused attachmentplug offered by An automaticif desired. Lee Skipwith & Co.,369 Lexington Ave., A power New York City, isavailable to radio setcontrol the "B"power unitcontrol from relayto Globar Spark manufacturers as a device ent radio switchcan be suppliedthe pres- Suppressor protecting the radio at for fusing aed-Radio Retailing, for $1.50. Permanency of over and above. the costbut a few cents March, 1933. sistor and the contact betweenthe re- attachment plug. of an ordinary terminals is claimedfor the For dealers and auto -radio sparksuppressor of the Globar able in a counterservicemen it is avail- Corp., NiagaraFalls, N. Y. display carton.Lists v.t Wirt RotarySnap Switch sor can be obtained This suppres- 25c. including twofuses. plug, distributor in three types: spark four for 10c.Cased in Bakelite.-RadioFuse refills are A single pole,single throw, Retailing, March, andsplice-in.-Radio Retailing, March, 1933. switch, ratedat 3 amp, atrotary snap 1933. being made by 125 volts,is St., Germantown,the Wirt Co.,5221 Greene known as No. Philadelphia, Pa.It is says that this711, and theannouncement Shure Radio action and perfectswitch hassmooth, positive Modulator contact resistancecontact withminimum Universal Products The radio modulator plicity of workingafter severesttests. Sim- of Shure Brothersing make this parts and easeof mount-Among the Co., 337 W. Madison St.,Chicago, employs switch especially new things announcedby the a modulated oscillatorcircuit. for radio receiver applicableUniversal Microphone oughly shielded and It is thor-ing, March,1933.assembly.-RadioRetail-are a "4 to 1" Co., Inglewood, Cal., carefully designed to or C.W.)forunit power supply(voice ofprevent the professional radiation. A 2-button microphone designed speciallyshort wavetransmitters, type is used.When crystal controlledfor the new '47tube used with a modernset with good tone transmitter ;pregrooved quality andenormous reserve of or ungrooved aluminumdiscs for home the combination makes power, cording in doublefaced style, four, re- lic address system. a satisfactory pub- ten and twelveinch sizes ; a eight, complete with three tubes,The list price is $33.50, for use withp.a. installationstone control 50ft. of cable.-Radio microphone, and Mike stand for and a Handi- 1933. Retailing, March, button types. either the oneor two - Also a bullet a remote controlcondenser typemicrophone ; panel, and twonew input 38 stages.-Radio Retailing,March, 1933.

Radio Retailing,March, 1933 W. MacDonald Conducted by SERVICE AND INSTALLATION SECTION

CIRCUITS oftheMONTH

transfer to the detector input.Variationsfrom a 20,000 ohm resistor in the cathode Electron -Coupled Oscillator in the load circuit are not reflected into circuit.The triode portion of the tube is the oscillatoryto influence tracking dueutilizedprimarilyasana.v.c.rectifier OUTofthe experimental laboratoryto electrical isolation.Grounding of therather than for its a.f. gain and where the into commercial equipment graduatesscreen through a fixed capacity furtherusual detector-a.v.c.-lsta.f.tube pro- the electron -coupled oscillator.(Not to belimits such inter -action. videsonlyrectifiedsignalvoltagefor confused with "electronic"oscillators or Special tubes having four grids, a platebias control the system diagrammed sup- "Dynatron"oscillators.) Thismonthand an indirectly heated cathode are inplys control voltage first amplified by the findsitinuseinthree new devices :preparation, we hear.These will permittriode portion. McMurdo Silver's "Ham" super and Wes-the combination of an oscillator, electron - ton and Clough-Brengle test oscillators. coupled to a first -detector allin the tube.The new bottles will probably have seven prongs and cap connection in both 2.5 and 6.3 volt types.

Amplified A.V.C. Predicted last month (RR36Feb) amplified automatic volume control, affecting sensitivity less when receiving weak signals but exerting greater control over the strong,isaboutto becomefact. One of the larger receiver manufacturersis ready for production with acircuitde- signed around a Wunderlich tube and sets using othertypesare momentarily ex- Auto -Transformer pected. Full -wave detectionis accomplished in Uniqueuseoftheauto -transformer the usual manner between grids and ca-principle is incorporated in Belmont's new Briefly, an electron -coupled oscillator isthode buta.v.c.voltage, usually securedModel 400.175 volts d.c. (at the divider) one in which the load is coupled to thefrom the drop inrectified signal voltagefor plates and screensisobtained via a generator by a flow of electrons ratheracross the grid -leak,isobtained insteadtapped inductance and half -wave rectifica- than by inductive, conductive or capacitive tion. A second tap supplies 12.6 volts to a methods. The result is an oscillator whose 39 and 36 connected in series while a tuned circuit, hence operating frequency, third furnishes 6.3 volts at 0.4 amps. for a is less affected by changes in load char- 41 amplifier.A secondary winding oper- acteristics. ates the 2.5 volt rectifier heater. Silver uses an ordinary r.f. pentode with the screen performing the normal function of a plate in a triode oscillatory circuit while the plate serves solely as a coupling medium between the generator and first detector. A common oscillatorycircuit Sub -Antenna will be recognized in the heavy lines of the diagram if the screen is thought of as a plate.Variation of CI. tunes the oscillator In several a.c. midgets a length of flex- while C2 simply tunes the load, or "work" ible wire having one end connected to the circuit,toresonance,permittingpower "innards" and the other free will be found

Radio Retailing, March, 1933 39 coiled under an instruction stickerreading : "Subantenna :Attach to cuit, indirectly providing lieu of antenna." antenna post in Low-Freq. cathode emission A circuit diagram tone control: ,265ohms (Hilt n-re're 9' for the tetrode first detector of / `. portion of Republic Industries'Model 2T5, which 2nd Det NOehms 0025 ' 1700ohms '.control thetube, typical, indicates is 4'.? Al -14,---. -gym simultaneouslymodulatethe - tetrode, that the lead ishooked 1@,--1.1.------electron -couplingoscillatorand to one side of the v%lag25,,,T meg. first detector. power line througha ,: 7000 Oscillator -detector coupling .0005 condenser. IaK..''' '' To 121' N CZ:i , -,.. 1.`.4-4- 0,---' coils are obviouslyunnecessary. Unwanted ,i..,',..14..r-L ' kt,,,,,00,....L.,,t70,90 dle . tacv22A: IC capacity coupling betweenoscillator screen

05= /I and modulator grid isnullified by small 4 = Volume control neutralizing condenser "N." B, ( 4 4, 000 ohil7 total) Double 55's 2A7 New introductions, the K-106and R-90, have this same "tone GE's Two duplex diode compensation" and newK50andK51receivers in Stromberg -triode 55'sare usedalso two separate manualtone controls, onepioneer the five -grid 2A7,not previously Models 38, 39, 40and 41,for the high and anotherfor the low fre-announced.The tube is employed providing, together witha 57 "relay", twoquencies. as an stages of a.f., a.v.c. and The high -frequency unitis theoscillatorand electron -coupledfirstde- interstation noise- familiar series 4 tector, suppression. The circuit meg. resistor and .002 (this electron -couplingsnowball is ismore thanmfd. condenseracross the push-pullin-certainly rolling !) ordinarilycomplicatedbut put circuit constants being study. A brief worthyof transformersecondary. The low -shown in the accompanyingdiagram of this explanation should help. frequency control employs portion of the receiver. The i.f.amplifier a 200,000 ohm iscoupled tothevariable and an audioresonating coil. Voltage and current diodes of thefirstdetector through valueslistedas transformer. a normal are :cathode to controlgrid, 3 One section ofthe receiv- colts;cathode to er's volume controlunit (1 meg.) forms screen -grid, 95 volts; part of the load of cathode to plate, 250volts ;plate current, fiers. these push-pull recti- 3 ma.; heater, 2.33volts. Audio voltage developedin the load of course, to be Variations are, is applied to thetriode portion of the Automatic Selectivity expected in sets intro- tube through the same Control duced by other manufacturers. arm and amplified.potentiometer's movable Then it is carriedto Clarion engineers,in designing Model Rr the triode grid of thesecond 55 via resist-300, have hit upon an interesting method 2nd of automatically 2A7 55secona' clef: 55 A.f.-cmcl broadening i.f. stagetun- and AF. "Q"A. ing on strong local + 10M/1. 004 signals, withconse- El ectrot k romp 9.004 quent reduction in side o A -004 -band cutting andCoupled 4/77eq., improved cool a tone. Thediode detector Os c. (paralleled 56's) isso biased that a strong 4,000 &my signal permits itto draw grid currenton the positive half ofthe cycle. 67,070 wpm joine9-005 / This causes 004 45'5 a voltage -drop across thesecondary of the 4( I) detector input coil (i.f. 4000 000 , 57suppressor 5me971 transformer second- t iifider re/aY ary) which is reflected /4,000 ;, 900 1200 cuit of the 2nd i.f. into the plate cir- Os> 4,400 tuning. tube, broadening its 005 ;11 75, 78 0 12,000ohm The 75 and 78 are two new ones to be announced by Ken-Rad. B1- The firstis a duplex diode triodewith a 6.3volt, 0.3 ance coupling, the secondsection (1 meg.) Tubes ampere heater, havinga 6 -prong base and of the volume control cap connection. forming part of this Socket diagram isthe coupling, againamplified, and passed A four -grid same as for the 55 and 85. the final push-pull to "emission valvemodulator" (RR41Sept.) output stage. (type number not Recommendedoperatingvoltages A.v.c. control is yet decided upon) istheplate, 250 ; are : obtained from diodeB latest product of grid, 2.0.8 mils, plate isnor- of the second 55and is fed back, lab., to be put the Hygrade-Sylvaniamal.Mu of 100, plate through to work shortly inPhilco resistance, 91,000 a resistance and capacityfilter, to the grid supersasa ohms and Gm, 1100. - combinationoscillatorand returns of the first r.f.and "mixer" tubes.electron -coupled first The 78 is an r.f.pentode with a 6.3 volt, Inter -station noise 39.) detector.(See page0.3 ampere heater. -suppressionisaccom- Six prongs andcap plished by diode Aof the second 55 connection, socket diagram ingin work- Cathode A and gridsB and C constitute being the same conjunction with the57relay.a triode oscillator,grid C serving as for types 57 and 58.Operating volt- When there is plate. as theages :plate 250 ; action of this circuitno carrier coming in the Grids 1 and 2 andplate 3 serve screen, 125 and grid 3. is to put highnega-the elementsof a screen -grid as10.5 milsis normal drain. tive potentialson the second detector diode detector.plate resistance, Mu of 990, Where isthe heaterforthis 600,000 ohms andGm, system and triode controlgrid.When aElectrons thrown tetrode? 1450. carrierofsuitable off by cathodeA are strengthisreceivedattracted to "plate"C and some of these "suppressing"potentials are removed.pass through toward them 6Z3, 12Z3, 25Z3 An adjustment(600 ohm potentiometertosses them back negative grid 2,which tapped at 200) toward C.Thus a cloud The 6Z3, 12Z3and 25Z3 are is includedso that sup-of retarded electrons directly heated allin- pressor action may becontrolled by thements forms between thetwo ele- cathode, high-vacuum type operator. a"virtualcathode" fromrectifiers.6Z3 is a half which energycan be drawn in ing a 6.3 volt, -wave device hav- same manner as from much the 0.3 ampere heater.Base an actual cathodeconnections are thesame as for the 96 and to operate the firstdetector. KR -1.(RR43Feb.) Electrons flowing 350 volts The tube is ratedat in the oscillatorcir- r.m.s. per plate, 1500maximum inverse peak.Output is limited Hi -Lo ToneControls Detector- Oscillator. average. to 50 ma. (Elech-on-coople:d) The 12Z3 isalso a half Two models introduced as the type number -wave tube but, GE J-125 and last summer, the volt, 0.3 signifies, witha 12 RCA R-78,(RR30July) ampere heater.Rated at 250 volts had special "trap"circuits operating r.m.s. per plate and junction with the in con- 50 mils. output.Same manual volumecontrol base connections. which automaticallyboosted high and 04 25Z3 should frequency audio low 25Z5 rectifier not be confused withthe response when there- -doubler.It is simplya half - ceivers were operated .i.50,1ao wave rectifier with at low volume levels. a 25 volt, 0.3ampere This helpedcompensate for "car deficiency" heater designed at low volume levels. to make theuse of large o external resistorsunnecessary and keep 250w/is 'V' down heatin a.c.-d.c.receivers. Same 40 base connectionsas the 6Z3 and 12Z3.

Radio Retailing,March, 1933 R Sw2 6 Electrolytic Condensers Im,700V Type 31 tube 4000 ohm resistor 2V-T 010 How to measure a. c. resistance, ripple, surge and 0-25,000 ohms`1 R4 mil I icim der -111111 + 11111111T. working -voltage, capacity, leakage. Permissible values 45 V. sw. /351! Fig. 3-Peak-Reading Voltmeter

fleetingthevariablevoltagesupplyto By R. 0. LEWIS marked terminals, keeping the polarity as Condenser Engineer, shown in both cases.The variable voltage supply should be adjusted for zero voltage P. R. Mallory & Co. when connected. Both voltmeters will -read some value of voltage when the clips are connected across an unknown voltage source but as the variable voltage. E1 is increased V1 reads higher and higher and V. reads lower and lower until V2 reads zero volts.At this TN ORDER to select the proper electro-tered, or very low temperatures as in auto- fact must alsobepoint E1 is equal to the unknown voltage 1 lytic condenser for use in any circuit,mobileservice,this E2 and is read on voltmeter Vl.If the certain things must be known abouttheconsidered. The equipment best adapted to measure-variable voltage El is adjusted to higher circuit. ment of condensers and circuit conditionsvoltages than the unknown voltage E2, the 1. The capacity of the condenser neces- voltmeter V2 goes off !scale below zero. (a) The capacity of the first con-affecting condensers is as follows : sary. 1. A variable voltage supply capable ofWhen V2 reads zero, there is no voltage 1I denser in the filter determines the voltage difference between E2 and E2 and no cur- theadjustment from zerotoatleast600 ft output of the power supply and also rent is drawn from the unknown voltage. amount of hum in the output.(b) Thevolts d.c. This method is therefore the best method second condenser in thefilterisinstru- 2. A potentiometer arrangementfor measurement of voltage without drawingof measuring voltages across sections of a mental in determining the amount of hum high resistance voltage divider asit ap- in the output and in case there are onlycurrent from the apparatus being measured. 3. A peak reading voltmeter for meas-pears on a condenser used as a by-pass h two condensers in the filter, thiscondenser condenser. alsodeterminestoalarge degree the tendency of the audio amplifier to motor- Peak Reading Voltmeter boat or oscillate.Also, the receiver may As shown in Fig. 3, a peak reading volt- oscillate at radio or intermediate frequen- ifl meter is a vacuum tube voltmeter. cies if the last condenser in the filter has When thedoublepolesinglethrow high an impedance at these frequencies. switch Swi is closed the apparatus is ready (c) When used as a by-pass condenser in for operation. Sw2 is opened and by means any part of the circuit, the capacity must of the C bias control R4 the plate current be correct to maintain minimum tendency Fig. 2-Voltage-Measuring Potentiometer is adjusted to about 1 milliampere.The to oscillate at proper volume output as clips A are placed across a filter condenser well as tone quality. in a receiver which is operating and the In any type of service the normalurement of a.c. voltages superimposed on 2. the d.c. voltage applied to filter condensers.switch Sw2 is closed on the clip lead side. working voltage appearing on a condenser With thisconnectionthecondenserC. in the circuit must be known. 4. A simple bridge circuit for measure-blocks out the d.c. voltage from the re- 3. The peak .a.c. ripple in the first filterment of capacity and a.c. resistance of a condenser. A circuit diagram with a briefceiver but allows the a.c. ripple voltage to condenser should be known. produce an a.c. voltage across resistor 4. The surge voltage which will appeardescriptionofeachofthesedevices follows : which is connected across from grid to on the condenser when tubes are removed filament of the tube.The a.c.voltage or burned out should be known. Variable Voltage Supply across R5 causes the tube plate current to These values-working voltage, peak a.c. I- This type of apparatus is so well knownrise to a value depending on the value of ripple voltage and peak surge voltage rat-that little need be said about it. the a.c. voltage on the grid.This plate ! ing-as well as the capacity, should appear T2, Fig. 1, is a power transformer woundcurrent is read on the milliammeter and re- on any order for replacement condenserswith a110 volt primary and a center -corded.The switch Sw2 is then changed for use in a filtercircuit.For by-passtapped secondary, each half wound for 475over to the transformer -voltmeter side and service, the peak surge voltage is usually the a.c. voltage adjusted by means of R2 all that is necessary unless the condenservolts a.c.R2 is a line voltage control resistor. C.isa waxed -paper condenseruntil the milliammeter reads the same as it is subjected to unusual conditions.One ofrated at 700 volts and 4 microfarads. Thedid when the ripple voltage was impressed ! these conditions arises in a circuit whichtubes are Type 81.The voltage on theon the vacuum tube grid.The voltmeter requires i low radio or intermediate f re-filaments, supplied by transformer T., doesV1 reads the value of a.c. volts necessary ' quency impedance in the by-pass condenser, not vary with the adjustment of R2. Trans-to produce this amount of plate current in or filter output condenser, in order to main-former T. is wound for 110 volt primarythe tube and this voltage is therefore equal tain stability in the receiver. and 7.5 volt secondary at 2.5 amperes. to the a.c. ripple voltage. In case high temperatures are encoun- The a.c. voltmeter V1 reads the Root - Potentiometer Mean -Square Voltage so in order to get The potentiometer is a device for meas-the peak ripple voltage itis necessary to uring an unknown voltage without drawingmultiplythevoltmeterreading by1.4, current from the unknown voltage source. In Fig. 2 is shown the circuit diagram consisting of two voltmeters Vi and V2Article Number 1. connected as shown, with connections for a variable voltage supply and clips on aSELECTING REPLACEMENT PARTS pair of leads for connection to the un-This is the first of a series prepared to known voltage whichitisdesiredtohelp servicemen select repair parts for fit- measure. ness and quality. Fixed Resistors will be The operation consists of placing the clipdiscussed in an early issue. Fig. 1 --Variable Voltage Supply leads across the unknown voltage, and con -

Radio Retailing, March, 1933 41 42 Radio Retailing, A McGraw-Hill Publication Not only profitable in point of sales but

openOH1OHMS up many New Accounts Jobbers and dealers alikereport that Ohiohm advertising and merchandising servicehelped them toopen a great number of valuablenew accounts. Ohiohms same for you. can do the Compact servicekit Investigate now ---there'splenty of current for business for you. Followup with Point -To-Point testing

Dealers and servicemen who have seen this OHIOHM new combination of WestonStandardized SPARK SUPPRESSORSETS Service Units have voicedtheir enthusiasm. for eliminatingignition interference Those who have usedit are agreed that it on radio automobiles combines all those desirablefeatures which minimize call backs andpromote profits. NOM Within a ruggedcarrying case, Weston THE GREATSPRING has mounteda Model 663 Volt -Ohmmeter, MARKET a Model 664 Capacity Meterand a Model 662 Oscillator. Thekitis complete for Point -To -Point Madefor4, 6 servicing of alltypes and and 8 cylinder cars. makes of receivers.It provides theaccu- racy and dependability for whichWeston is known the worldover. Each set contain Complete data condenser a n d on all of the Weston- necessary spark Jewell Radio Instrumentsis yours for the suppressors. asking. Just fill inand mail thecoupon. Weston ElectricalInstrument Corpora- The demand forspark suppressors tion, 581 Frelinghuysen sands of radios installed is broadening.Thou- Ave., Newark, N. J. in automobiles intune with the springtime spirit.Cash in on this market. For those who prefer theAnalyzer THE OHIO Method, the WestonService Kit CARBON COMPANY. 12508 Berea Road.,Cleveland, Ohio containing Oscillator, Tubechecker Ohiohm Resistors and Analyzeris are made in Canada by recommended. C. C. Meredith& Co., Ltd., Bay St., Toronto What haveyou done WESTQNJEWELL about Absorbs Weston Electrical Instrumentitadio indrumenif CLEANAIRE Corporation food 581 Frelinghuysen Ave. Name REFRIGERATOR Newark, N. J. odors Pleasesend me further Address DEODORIZERS ? informationonWeston - Just the thingfor radiomen to sell. L Jewell Service Equipment. Write for details. Permissible Values which is the ratio between the peakvalueresistance of the potentiometer by (1/2 of voltage and the r.m.s voltage. plus 1) or = 1.5 to find R1. With the variable voltage supply any In Fig. 4 is shown a bridge circuit which The same rule applies for all the ratiosusual voltageisavailable for measure- which arerequired on the scale. ments. The potentiometer arrangement can be built up mostly of parts d.c: usually found in any serviceman's equip- For a rough calibration a length ofwill make it possible to measure any travel of the pointer on the scale may bevoltage appearing on a condenser in the ment. substituted for R3 then the total length ofradio receiver without changing that volt- It is necessary to have a waxed -paper Both the work- C2,the capacityof whichisthe scale divided by the ratio plus 1 willage during measurement. condenser ing voltage, when the receiver is operating known.Such a condenser can be obtainedgive the length to lay off from the counter from any of the paper condenser manu- normally and the peak surge voltage when R the sockets facturers with the accurate value of capac- -200 ohm some of the tubes are out of potentiometer should be measured by this equipment. ity marked on it.The best standard would the be an 8 mfd. condenser capable of standing With the peak reading voltmeter up under the maximum voltagewhich will peak ripple on the first filter condenser can be used, about 700 volts d.c.The capacity ,`',61ocking /00 ohm be measured.If the peak ripple voltage is -condenser rheostat higher than 40 volts on a 60 -cycle line a does not have to be 8 mfd. exactly as long R3 Earphones condenser of higher capacity should be as the exact value is known.The blocking L- Z?)Audio Wax paper used to reduce it to this value or below. condenser Cs is a 700 volt 1or 2 mfd. e-ctrans-7,former 5 -resistors standard /00 ohmseach This usually means replacing an old con- waxed -paper condenser. II-condenser 5 The rheostat Rs has no off position.It denser with a new one which has not lost its capacity. - must be calibrated in ohms by means of an Ci 1 It can On a 25 -cycle line the peak ripple should ohmmeter or volt -ammeter method. III not exceed 60 volts if the condenser is to be calibrated by putting a pointer on the 2 -iron core shaft to indicate divisions marked on a filter chokes have its maximum life.When the peak scale placed on the panel. The scale can be EA.c. reading voltmeter is used on 25 cycles it divided into divisions representing ohms Fig. 4-Condenser Bridge Circuit will be necessary to use an a.c. voltmeter read on an ohmmeter as the pointeris V,. in Fig. 3 with a 50 -volt range. rotated over the scale.A rough calibra-clockwise end of the scale to give the On 25 cycles itisdifficult to hear the tion can be made by dividing the distanceproper length to represent R1.Thus thesignal in the phones when measuring capac- travelled by the pointer over the scale intoscale can be laid off to represent the vari-ity on the bridge.Connect the vacuum 10 equal parts.Each division will then beous ratios needed. tube voltmeter across the phone terminale- approximately 10 ohms if the total resis- Fig. 5 illustrates a scale laid out in thisWhen the bridge ratio arm and resistance tance of the rheostat is 100.This rheostatmanner. is properly adjusted minimum signal will should be a wire -wound type with a uni- After the scale is made the bridge can bebe indicated by minimum reading on the form change of resistance with degree ofcompleted. The unknown condenser shouldv.t. instrument's milliameter. rotation.The other 5resistors of100 be connected in the proper polarity and The bridge method of measuring capacity ohms each are connected to a switchingthe proper d.c. voltage applied to the bridgeand a.c. resistance of condensers is a con- device, as shown, which cuts in 100-200-terminals.This voltageshould be thevenient method of comparing condensers. 300-400 or 500 ohms in series with the 100 -working voltage rating of the condensers. In the arrangement shown the condenser ohm variable resistor. The leakage reading can be taken on thecan be checked for leakage, capacityand The potentiometer comprising R1 and R20 to10 milliampere meter MA after aa.c. resistance.The leakage in a normal must be calibrated according to the ratio5 -minute period with the voltage on, bycondenser should not exceed 2 of a mil- of R. to R. which is R. divided by R1. Thisopening the switch Sm.. mfd. afterithas been on can be done as follows : The a.c. voltage can then be applied tovoltage at its rated working voltage for a Mount thepotentiometer on apanelthe bridge. A voltage source like the oneperiod of from five to ten minutes. A 4 with a pointer dial which moves over aused in the peak reading voltmeter canmfd. condenser can have .2 x 4 = .8 mils plane scale on the panel.Mark the pointsbe used to supply about 10 volts a.c. to theleakage or an 8 mfd. .2 X 8 = 1.6 mils, on the scale at each end where the pointerterminals marked E... etc. No condenser will last long when the stops when rotated as far asit will go The capacity and a.c. resistance can thenleakage remains at a value of over 5 m.a. clockwise and counterclockwise. By meansbe measured by adjusting the potentiometerwhen tested as above. of an ohmmeter or the volt -ammeter systemratio and the resistance R3 until minimum The ability of a condenser to stand the measure the total resistance of the poten-signal is heard in the ear phones.Firstpeak surge voltage which will be encoun- tiometer.Divide the total resistance by 6one then the other should be adjusted untiltered in the circuit, can be determined by and record the number of ohms resulting.a change in either one causes an increaseapplying the peak surge voltage to the con- 200in the signal. denser for a period of 5 minutes and then resistanceis200 then dropping the voltage to the rated working Ifthe total 6 The capacity of the condenser under test isthen the standard condenser capacityvoltage and observing bow soon the con- = 33.3 ohms and with R1 = 33.3ohms.multiplied by the ratioas read on thedenser comes back to normal leakage. The The ratio of potentiometer ratio scale. variable voltage supply and the bridge R2 200-33.3 The resistance will be the resistance asmake this investigation easy. R2 to R1 = 5. Capacity should not be more than 20% -R1 - 33.3 L below rated capacity nor more than 35% When R1 = 33.3 ohms is measured off by above rated capacity except on low volt- connectingtheohmmeterbetweenthe 1 age condensers, where the capacity may be counterclockwise end of the potentiometer 100% higher than the rated capacity. and the rotating arm connection and rotat- 12 The resistance value read on the bridge ing the dial until the ohmmeter reads 33.3 i4 3 ; When 12--=S 4 Li is the best criterion as to whether replace- ohms mark this pointed position with a 5 to 5 ._L._ ment is necessary.A new condenser of R2 (54-0 400 volts 8 mfd. rating should normally indicate that the ratio-R2 is 5 at this point. be less than 10 ohms.On lower voltage R2 condensers, the resistance will be higher, For a ratio = 4, we divide the total C.L. and on lower capacities the resistance will 2 \.=". be higher.On old condensers the resist- resistance 200 ohms of the potentiometer Fig. 5-Calibration of Potentiometer ance may rise to over 200 ohms and con- by 5 and R1 = 40 ohms.This point can Ratio Scale densers in this condition should be replaced be calibratedin the same manner.Inread on the rheostat plus the resistance ofif difficulty is experienced with a circuit. any case, the fixed resistance network divided by the It is to be noted that condensers which Total potentiometer resistance ratio as read on the ratioscale of theshow high a.c. resistance on 60 cycles will = potentiometer. also have a high impedance at intermediate CI! plus 1) If the ratio scale reads 2, the capacityand radio frequencies and may cause the of the unkown is twice the capacity of thereceiver to be unstable if they are across R2= For a ratio of 1/2, we divide the totalstandard and the a.c. resistance is 1/2 thethe output of the filter or used as by-pass resistanceintherheostat and resistors.condensers.

Radio Retailing, March, 1933 43 44 Radio Retailing, .4 McGraw-Hill Publication

anummuniumanummummunummumuummummumumuummuumumiumminnumnuommummtumumum HIGHER (LOWER 117 rwico EQUAL ServiceMen... V 7=' Here's A Tip! HE latest Acracon semi -dry electrolytic units are better for condenser NOW USE replacement work. Specifications and the World's Finest performance prove it.And there's a Resistors on EVERY JOB! type for every requirement. Acracon's latest aluminum case "mike" type tubular paper condenser is another hit with service men everywhere. Take the tip.Try Acracon for your PRICES REDUCED next job. UBSTANTIAL reductions Write Today For Helpful Condenser Son the entire line of IRC OIL C Replacement Data Metallized Resistors and Kits aswellas5and10 -watt CONDENSER CORP. ofAMERICA Power Wire Wound Resistors == 259 Cornelison Ave., Jersey City, N. J. and IRC Motor Radio Sup- RESISTORS Asanexampleofnew low 17 Factory Representatives In: prices, pressors become effective 1 -Watt Metallized Re- E. ChicagoCincinnatiSt. LouisSan FranciscoLos AngelesToronto sistors now cost you only 12e. E March 15th- thusbreakingeach instead oflie. 2 -Watt 1.1 Resistors were 24c., now 18c. E And Other Principal Cities down the last barrier to enable net.Other values also reduced.' E service men to standardizeex- gummonnummunimmuniumummumumummummummunnumumnummmunnummummummumminninji clusively on the world's finest and best known umumumUMMMuniummUMUMUMMUMMMMUMiumMIUMUMiumulIMUMMIUMMUMUMUMMUmminummin.. line. No longer is there the slightestexcuse for using Resistors of questionable performance "just because they are cheap." Nowyou can use IRC's all of the time-for all of your jobs. But Price is only part of the story. Highas IRC standards were in the past,new processes and equipment have resulted in still further refinements which insure the utmostaccuracy, exceptional performance under load, absolute uniformity and dependability under all atmospheric condi- AD -A -SWITCH tions. POWER. PricewithoutQualitymeans is the Emergency Control! nothing. WIRE WOUND Combined with Quality- With a skeleton stock of CLARO- RESISTORS plusitforms an unbeatable com- STAT AD -A -SWITCH Controls over bination-an outstanding opportunity 70% of volume control replacements Formerly 30e.5 -Watt Power can be handled. Wire Wound Resistors are now for simplified stocks, greater service only 21c.10 -Watt size, 30c. satisfaction and larger profits. because Motor Radio Suppressorsre- duced from 30c. to 21c, each, Order complete IRC assortments- Ono control can serve either for plain or switch net. type. today! because The shaft is completely Insulated from the contact arm. IRCoffersnumerousservicehelpsand because booklets, manyofwhichareobtainable The combined length of shaft (with the mounting bushing)is 17/q"-sufticient to take care of most FREE with Kits.Write for new price list requirements. and catalog of our full line. because Standard AD -A -SWITCH Controls are available all tapers and electrical characteristics. in because INTERNATIONAL RESISTANCE AD -A -SWITCH is recognized and adopted CO. ONLY EMERGENCY CONTROL as THE 74 Wellington St., W., 2006 Chestnut St., mum service with minimum investment.rendering maxi- Toronto, Ont., Canada Philadelphia, Penna. A helpful VOLUME CONTROL and RESISTORGUIDE is available upon request. TERRITORIES OPEN FOR AGGRESSIVEJOBBERS !Write or Wire for CLAROSTAT Mfg. Co., Inc. JOBBERS.New IRC Proposition 287 North 6th Street, Brooklyn,N. Y. TUNE IN ON BETTER BUSINESS "AD -A -SWITCH"was originated by Clarostat SHOP SHORTCUTSSlits Fix Hardened Speaker Centers By V. W. Hodge Dynamic speakers using extremely rigid Radio frequency disturbances in the power -center mountings(such asPhilco 90) How to Re -Cement Tube Basesline are conveyed by the common couplingsometimes develop poor tone due to hard- and Caps into the antenna system and in many in-ening of the mounting.This can be cured stances where radiation of noise and nor-by carefully cutting 6 or 8 radial slits from mal pickup by the receiver is suspected ofnear the center toward the outeredge. By Joseph E. Soos Do not cut right to the center or edge as Antenna this severs the mounting. Bases and control -grid caps frequently :;Antenna and Slitting makes the hardened mountings Twisted -pair 1,e ,i7ut coils pull loose from tubes and few service- orshielded more flexible, allowing normal movement men know how to re -cement them in systelk of the cone in the airgap. place.This may be quite easily done. Secure from a paint -shop alb. package of "litharge" (yellow oxide of lead) and pt. of glycerine. To replace a control -grid cap: Clean Chassis Chassis -Short Warning Lamp the topof the tube thoroughly and Optional solder a few inches of bare No. 24 wire Break this y ground to the exposed lead.Now, mix a small connection"y' amount oflitharge withasufficientCounterpoise By M. H. Sootin quantity of glycerine to form a thick A 300 -watt lamp in series with the paste.Fill the cap full of this pastecausing trouble the condition described is -shop's110 volta.c.linedetects power andpassthewirethroughitandresponsible.Resonant hum is often pro-transformer and filter condenser shorts throughthehole,pressingthecapduced by the same circuit condition. the instant a set having either defect is firmly down on the glass and bending Where noise pickupiscaused by theplugged in.If the set under test is nor- the wire over sharply to hold it in place.capacitive coupling described it can gen-mal the lamp will not light. A shorted Tightly wrap several lengths of tapeerally be eliminated by cutting the con- lengthwise around the tube and over filter condenser will make it glow a dull nection between the primary and secondaryred.And a shorted power transformer the cap and let the tube stand for 24of the antenna coil as shown in the accom-will permit it to light brilliantly. hours.Solder the grid lead and clip offpanying diagram and by using a counter- A lamp used in this manner will also excess wire anditisthen ready forpoise in place of a ground and by carryingprevent shop fuses from being blown by service. To replace a tube base:Solder 4 shorted chassis.It does not introduce inches of No. 24 to each lead.Clean enough resistance in the line to seri- the base and stem of the tube thoroughlyServiceman Dugan's "coupon -plan" broughtously drop voltage unless the supply is and then apply asmallamountofin 250 new customers.Read about it onabnormally low to begin- with. litharge paste to the edge of the base,page 33 whereitcomesincontact with the glass.Carefully pull the leads through the socket prongs and press the tubeboth leads to the receiver input as a twisted firmly down in the base, cleaning awaypair.The chassis may be grounded orCementing Loose Voice -Coil Turns excess paste with a cloth.Now, plugnot, depending upon the results produced the tube into a socket and place a fourby actual experiment in each individual to five pound weight on the top, leavinginstallation.Shielded systems will often By Albert D. Jacobson itthere for 24hours. Remove thebe found unnecessary but where true noise weight, solder and clip the leads. Use aradiation exists will produce improved re- Loose voice -coil turns, which cause dis- good grade of flux on all joints. sults when used in conjunction with the settortion, are frequently on the inner layer, circuit alteration described. where they cannoteasilybe cemented. Tests indicate that avoidance of a groundA 2 -cubic centimeter hypodermic syringe and a bottle of acetone, obtainable in drug- in connection with the antenna coil not only does not reduce signalstrength but instores, makes this work easy. Ihave many cases positively increasesit. Forrepaired over a hundred coilswith no maximum benefit the antenna coil and itscomebacks. Power -Line Noise Pickup connecting wit= es should present a minimum Dissolve enough scraps of celluloid in Reduction of capacity to the receiver chassis. the acetone to bring the mixture to a cream Try cutting the common ground con-consistency. Fill the syringe about half nection between primary and secondary offull and put the needle point on.Insert By Morris Chernow theantennainputtransformerwherethe point on the inside of the voice -coil, shielded antenna systems fail to completelybetween the paper and the coil itself, and Most servicemen have noticed that re-eliminate noise and note the improvement.force the mixture in untilitcompletely ceivers operating from a.c. power -lines are generally noisier than battery models. This has been attributed to the greater overall sensitivity of the more modern all -electric sets.The explanation, in my estimation, is not an accurate one for I have found that battery sets of known high sensitivity areThe Last Word quieter than a.c. models of equal power. Electricsets,Ihave found,pick up considerable noise from their power -supply lines and experiment convinces me that the antenna coil is the offender.The univer- Dunphy's L a b ., salpracticeof grounding primary andTrenton, N e w secondary to a common point, a hangoverJersey, submits this from the old battery set days when hand -example a good capacity effects required this, causes trouble layout in electrified models.Such connection pro- duces capacity coupling between the power - line, which isinductively grounded, and theantenna,alsoinductivelygrounded.

Radio Retailing, March, 1933 45 46 Radio Retailing, A McGraw-Hill Publication

Ilininnininuninnunmunninnumunnunnbunninninnunnwinuninuninuninunnuonnuninnumninuninnuinq Your Old Tester Is Worth UMUM11111111111111111111111MUMMUMIIMMUMIIIIMMIIMIIIIMMUM11111111111111111111111M111111111111111111MMUMMIUMUMMe.- 50 on the purchaseI YOU WANT ! *5 0 of a NEW $90 Better Profits I "Supreme" Analyzer Reliability Low Cost ah = E MODEL 401 Compact 2 INSIST ON Dependable E- Moisture - Net Cost MORRILL Proof to You CONDENSERS Easily Installed MORRILL & MORRILL ONLY Circular R-9 on request 30 Church St., New York City 3 9 5 0 !

A Modern Model 401 Remanufactured from a Pattern 199 Jewel. radio service Youare no better than your tools-obsolete testing equipment cuts down service accuracy-speed-PROFITS.And here's the "SUPREME" break for Service -Men tired of losing time and money with out-of-date instruments.Your old Tester is and Eworth $50.50 on a modern $90 "SUPREME" Analyzer, Model 401.Ultra -modern in every detail-tests all thenew radios and tubes,-complete resistance analysis made directlyon the qualityparts Analyzer panel,-and myriad other features of speed andflex - Eibility.Yours for more profitable service for only $39.50 and your old Tester. come into their own .! GET THE "SUPREME" PLAN.Write for Folder No. 401. -Supreme Instruments Corp. GREENWOOD Dept. 459 MISS. - 16,800,000 American homes have radio sets - these sets, well -made tho they are, have a habit of getting out of order MODERNIZEany - creating radio service work for dealers and service organizations willingto hunt Tube Tester! out prospects

- dealers and service organizationsare making an important discoveryabout repair work, however Variodapter A single multiple adap- - only quality radio parts makea repair ter that quickly tests 54 jobthatsatisfiesandbrings new type tubes when repeat attachedtoanyold business type tube checker. Eli- minatesthenecessity - radioparts and accessories manufac- for separate adapters for each type. Ample turers are making discoveries,too, Suppliedcomplete with cable, provision made to take jacks and plugs-as Illustrated. care of tube types of - they'refindingoutthatthe twenty LIST PRICE $500 the future. Small and compact - thousand readers of RadioRetailingare handsomely constructed the men whouse and buy quality radio SPECIAL OFFER of black Bakelite with parts for 30 days only! attractiveengraving. Attached to any tube FILL OUT COUPON analyzer in a couple of - hence the adage once again holds true seconds. INSULINE CORP. of AMERICA - "It pays to advertise." 23-25 PARK PLACE, NEW YORK, N. Y. Enclosed my check for $2.45 for one I.C.A. VARIODAPTER.It is under- stood that this Special Offerisvalid only until April 10th.After that Variodapter will be available only through jobbers and mail order houses at standard discounts. Radio Retailing Name Address A McGraw-Hill publication My jobber is fillsall the tiny spaces around the wires foropen500,000 ohm detectorplate and starts oozing out at the edge. Repeat resistor. the process at three or four points.The progressofthemixturecanbeseen STROMBERG 654. A leaky 0.3 mfd. through the paper, making it easy to see cathode by-pass sectioninthefirstr.f. when the spaces are all filled. stageisoften atthe bottom of fading Empty the syringe while the coil is dry- trouble.

ing and thoroughly clean the needle by FADA 43.Distortion can be traced, running a fine wire throughit. Quick as a rule, to lowering in value of the action is necessary to prevent the mixture 125,000 ohm resistor from screen -grid from setting in the syringe.Leave the wire in the needle until ready to use it to chassis.Replace with exact value. again. BOSCH 31.Suspect a faulty 300,000 Paint the outside wire of the drying ohm resistor in the i.f. stage when fad- coil with the mixture and allow it to dry ing occurs. for about half an hour. ZENITH 91.Fading, accompanied by trickylocal switch operation,isusually cutout inseries with a 50 -watt,110 -voltcaused by trouble in the 2,800 and 3,600 lamp which,in my case,cutsthe gen-ohm resistors in series across the d.c. volt- Sound Truck Power Supply eratorout whenitreachesexactly36age output.Replace with higher wattage volts. A 2 mfd.condenser from eachtypes. brush of the motor to ground isuseful By Sans Epstein as the system isnot otherwise grounded. APEX 10.Noise is repeatedly dis- Thirty-two volt bulbs are used for dis-covered to be in a defective 8 mfd. dry The problem of obtaining adequate cur-play, the system providing ample power.electrolytic condenser by-passing the de- rent supply for the operation of soundIf more is required I would suggest thetector plate resistor. trucks is a difficult one.The three preva-use of a f hp. motor capable of supplying lent methods of supplying a.c. have defi-20 amps. MAJESTIC70. Tryshield -painted nite limitations.These are:1. A.C. gen- 27's in this set.They materially reduce erator driven by truck engine. . . this is hum. expensive and provides no reserve power for emergency use.2. Bank of storage MAJESTIC 201.Oscillation, or sharp batteries driving a rotary -converter. . . whistle, when adjusting the volume con- this necessitates a relatively short driving trol near its low positionistraceable range, requires bothersome nightly charg- TRICKS of the TRADE to the bolt holding the speaker to the ing. And, 3. Independent gas -engine - baffle.The bolt extends too near the drivengenerator . . . thisrequiresa spray -shield of the first a.f. 35.Cut it A -K.Unusually sharp volume con-off close to the nut and, if necessary, pull large, well -ventilated truck and lacks re-trol cut-off in model 85 can generally be serve. the tube away witha rubber band. I have installed a system which uses theremedied by trying several 24's in theTrouble does not occur when the chassis truck engine for motive power and alsoa:v.c. socket.No detector plate voltageis out of the cabinet. Iton the 37 is most frequently caused by storage batteries for emergency use. shorting of the plate to ground by-pass STEWART-WARNER 950.Partial includes a 150 -watt, 32 voltd.c.to 110 outseries a.c. rotary -converter, which supplies amplecondenser andnotburnt breakdown of the screen resistor burns out resistor or transformer primary.the volume control.Always replace the "Choppy" reception in model 38 is com-resistor when putting in a new control. Cutout-, Re -vamped monly traceable to shorting of the audio LS amp. 32-1! dc. motor Intermittent recep- 36-V output condenser.Unsolder green wire CROSLEY 124. fuses with yellow tracer from bottom terminaltion, temporarily cured by touching by- Shunt /field strip and connect a new condenser inpass condensers or resistors, is the fault series.Noisy volume control operationof an intermittent open in the 0.1 mfd. 32-V dc. condenserconnected betweenscreens for display in the same model isoften due toa lights broken lead of the r.f. coil primary nearand ground. While the set is inoperative a small increase in first r.f. plate current Series field----' the lug. will be noted. 110-ll a. c. KOLSTER 43.Fading is generally ---32-V dc. -1101! a. c. rotary converter AIRLINE 811. Inoperativevolume traceable to an open 0.6 mfd. by-pass incontrol is caused by alteration in value of the screen -grid circuit. a 25,000 ohm carbonresistor.Replace a.c. for the operation of a large amplifier with one of higher wattage rating. when operated from a bank of six auto- RCA 48.Fading, intermittent signals mobile batteries.To make the system self-are most often caused either by a burnt - AIRLINE "Challenger."Complaint: sufficientIbought a 32 -volt, compound -out section of the volume control or"Radio smokes."Replace burned 4,000 wound, d.c. motor with a I horsepowercorroded variable condenser clips. ohm carbon resistor with a wire -wound

rating.This was equipped with a 2 in. type.Replace shorted 1 mfd. condenser pulley, mounted on the truck motor -block, COLONIAL 32.Open section of thewith a new 400 volt type. and belt -driven from the generator having4 -section by-pass unit in the first can and a 4 in. pulley.The d.c. motor, operatingloose lugs on the outside of volume control PHILCO 90-X. "Cutting off" of recep- asa generator,delivers9 amps.at38 tion is due either to use of poor tube as volts for series charging when the truckfrequently cause fading. oscillator or to cathode resistor.Change is running 15 m.p.h. the resistor from 15,000 to 10,000 ohms, I reversed its series field.Thus, as car SPARTON 740.A pin, fitting into speed increases beyond 15 m.p.h. the seriesa small socket, connects the band-pass FRESHMAN, CLARION.Use of field counteracts the shunt field and keepsunit to the r.f. amplifier.Corrosion atArcturus 57's and 58's on some models the voltage and current more or less con-this point is a common cause of fading.frequently causes trouble as these tubes stant.Even at 50 m.p.h., when the d.c. areslightly higher than other makes motor is turnng over at four timesits COLONIAL 33,34. Failure of theand the caps short to shields.Glue a normal speed, it never delivers more thantapped 121,000 ohm resistor, comprising anpiece of blotting paper to the inside of 11 amperes, whereas operation without this11,000 ohm section supplyingr.f.platethe shields. alteration would blow the field coils. voltage,60,000 ohmsectionsupplying Where theproper voltageisnotatscreens and 50,000 ohm section ischief BRUNSWICK 15.Reduced volume once obtainedaresistorinserieswithcause of trouble.Replace it with one ofaccompanied by low screen voltages and the shunt field will lower it while a re-higher wattage. abnormally high plate can be corrected sistor shunted across the series field will by replacing the 35,000 ohm orange resistor raiseit. Iuseastandard automobile VICTOR R.E. 35.No signal.Lookin the front of the chassis.

Radio Retailing, March, 1933 47 48 Radio Retailing, A ill-cGrato-Hill Publication

r a

One

Innational Hundred million magazinesand to theadvertisements newspapersall MILLION! Spring will beused over the Showing during country,nearly ment is of thenext one hundred only the Kelvinator'sfinest monthto invite years inthe openinggun in line. the industry. the Andthis public biggestSpring gigantic Withthis Drivein bombard- new line Kelvinator's19 program - andwith behindit- 1933 thisbig advertising Why couldn'thelp and not make butbe sales ing your another promotion electric organizationa part refrigeration of KelvinatorYear! phoneright success whatis going in1933? to be Plymouth now-everyday Don't the Road, counts!.. wait for outstand- Detroit, . KELVINATOR the Michigan. mails-wireor CORPORATION,14263

(670)

vivat Radio Retailing, March, 1933 49

O ,i4A9 three morerecord makingG -E values Amazing- newlow-priced sets give G -E dealersalead in every pricemarket...

BYADDING these three beautiful newmodels, and the recently announced Little G -E (A-C/D--C set, General Electric gives you acomplete line of fine radios that range from $19.95 to $269.50-and every set is backed with all thesales -clinching prestige of the famous G -E monogram! MODEL K-60 These worthy small brothers of the radios thatwin the New 6 -tube superheterodyne in beauty and perform- Table Model-with six-inch tone -tests have amazing value, dynamic speaker, two -point ance, built right intothem. Value that belies their low tone control, the two new tubes price tags. Value that's so remarkableand obvious used in K-50 plus another new that these electrical thoroughbreds are sure toshow type tube used as second de- clean heels to the entire low-priced radiofield. tector and A.V. C. Exception- Get in the money this year-all the money.And allyhandsome cabinet, following let the new and complete G -E linehelp you to it! highly successful early Mantel Depart- Clock design. General Electric Company, Merchandise List price, ment, Section R-443, Bridgeport,Conn.

MODEL K-50 MODEL K-65 New 5 -tube superheterodyne New 6 -tube superheterodyne Table Model-with dynamic Console Model-with the same speaker, two -point tone control, chassis as K-60, but larger dynamic and two entirely newtype tubes; speaker. Housed in unusually new heater pentode output attractive six -legged console tube and new oscillator -detector cabinet, fine dark walnut. Re- tube. Unparallelled quality production superior to many of performance in the low- larger sets. List price, priced field. List price, $49" GENERAL ELECTRIC RADIO 50 Radio Retailing, A McGraw-Hill Publication t t eetmy new

"I'm introducing four of the finest small "His Master's Voice of the Air" radios you'veever SEEN or HEARD"

JUST look at this fine new family.. .four of the smartest, livest, handsomestsmall sets ever made. And each one has all thequality, all the tone, all the performance features,that make RCA Victor radios famous. You -can sell them for theliving room, bed- room, porch, kitchen... any place where there's enough room toput a shoebox-for they're not much bigger than that! Yet complete-five-tube,dynamic speaker, superheterodynes. They'rea lot of real radio. The prices? Fromonly $28.50to $34.50!

TAMBOUR -28D... 5 -tube superhet., dynamic speaker, tone control. In brown mahogany with sliding "tambour"doors-very smart. List price $32.75 A Victor Radio Retailing, March, 1933 family!"

SHERATON -28E ... 5 -tube superhet., dynamic speaker, tone control. Ina lovely Sheratonwalnutveneered cabinet with pivot doors. List price $34.50

CHEST -28B ... 5 -tube superhet., dynamic speakei, tone- control. Walnut veneered. List price $28.50

COLONIAL -28C... 5 -tube super - het., dynamic speaker, tone control. "Colonial Chest" model, maple, with rounded top and end handles. List price $29.75

RADIOS PHONOGRAPH COMBINATIONS Radio Sets VICTOR RECORDS 52 Radio Retailing, A McGraw-Hill Publictition ATWATER,KENT RADIO ANNOUNCINGstill another 1933 Sensation

MODEL 266 CONSOLE $ 14990

NEVER IN THE history ofthe industry has so fine a radio-withsuch a beautiful full-size cabinet-beenoffered to the public at anythingeven approximating this price. In the words ofone of the first dealers who saw it, e There's theradio of the year ! " It is an extremely powerfuland selective 6 -tube superheterodyne ina full-size console. The cabinet is gracefulbut sturdilycon- structed in theproper proportions for first- class reception. Extensivebaffle area with acoustically correct designand full-size At- water Kent electro-dynamic speakergive a rich full -volume tone. Also,there is automatic volume control andtone control. The tuning range covers all standardbroadcast- ing stations andone police channel. Thepro- portions are: 393A incheshigh, 23% inches wide, and 13 inches deep.It is a beautiful radio inside andout.

Rocky Mountain region andwest-prices slightly higher ATWATER KENT MANUFACTURING CO. A. Atwater Kent, Pres. 4700 WISSAHICKON AVE., PHILADELPHIA,PA. Radio Retailing, March, 1933 Tide .s\6,ethe KeepsonRIONq \\Yak

"LIVER since the first LeonardElectric was introduced, Leonard sales have continued to increase at a rate that has attractedthe attention of the entire refrigeration industry. In 1932 morethan twice as many Leonards were sold asin 1931 - and the Leonard sales curve stillclimbs sharply. There are sound reasons for thisphenomenal success, and they arereflected in hundreds of letters Leonard has received from dealers.These letters are not like any otherrefrigeration dealer letters you ever saw. The reason they are different isthat the experience of Leonarddealers is different. They have something to say-results toquote-real success to talk about. We'll beglad to send you copies; they reflect an enthusiasm for theLeonard product, policies and programthat we think is unique in the industry. The Leonard tide keeps onrising-with the weight of Leonard reputation, beautyand quality behind it. The new Leonard Electric(10 models -4 all - porcelain) offers an unequalledcombination of convenience features.Prices begin at $112.00 (f. o. b. factory, installation and taxpaid).It is backed by the strongestadvertising and selling program in the company'shistory. If you are interested inknowing what Leonard dealers think of this profitopportunity for 1933, write or wire us. LEONARD REFRIGERATORCOMPANY 14259 Plymouth Road, Detroit (552) Only Leonard has the LEN-A-DoR

I am interested In the opinions of Leonard dealers about the Leonard franchise. Name LEONARD Address City State ELECTRICREFRIGERATOR (1.42:,9;

INSTALLATION AND TAX PAID PRICES STARTAT $112 F. 0. B. FACTORY Radio Retailing, A McGraw-Hill Publication

WHAT a lucky industry radio is! When "music in the air," not confined to the four the lure of the early crystal set gasped walls of a house, but entertainment and music its last, along came the tube detector. When wherever a car can penetrate. the family was fed up with twenty-nineparts Auto radio manufacturers, tho perhaps scattered on a table, the set -in-a -cabinet made not all dealers and distributors, know the rapid its debut.Later came the battery eliminator, strides already made by auto radio then the all -electric set, then the dynamic set sales: 34,000 sold in 1930, 108,000 sold in 1931, speaker.Next the radio set housed ina 143,000 bought last year and in 1933 at least decorative cabinet, then new tubes. Still a quarter of a million are expected to reach later, when the public's purse lost some of its the public. girth, the midget was born to makea fresh appeal to people and incidentallyto help the But auto radio isn't all skittles and beer. radio industry holdsome ofitsvolume. Distributors and dealers must learna few More recently the sub -midgetor pee -wee set lessons on auto radio sales, installation and service. gives the radio industry a chanceto show Manufacturers, too, must gain the proper distribution for their merchandise. that radio belongs in many otherrooms besides the front parlor. And the makers of auto radioparts and accessories must find the right markets for their Today there's a new Mosesto lead the radio products. industry into another promised land.This Radio Retailing believes in the future of Moses is Auto Radio. At lastwe have truly auto radio.In its pages was printed the

34,000 Auto Radios in 1930 -143,000 Auto Radios in 1932 55 Radio Retailing, March, 1933 AMOSES Musicin theAir methods by which first article on the subject ever tobe pub- gestions and reported the handling auto lished in a radio business magazine.Con- distributors and dealers were servicing prob- sistently the magazine has pointed outmarket radio sales, installation and opportunities, made sales andservice sug- lems. Now, RadioRetailing's April"Auto Radio Issue" publication in the radio in- PTIO help put Auto Radio over,Radio any other trade Furthermore, thru Radio Retailing 1- Retailing'sApril number willbea dustry. manufacturers will be reaching animportant special Auto Radio Issue.It will bring up- covered by this to-date for the dealer, distributorand service class of readers exclusively supply organization the progress made on autoradio. magazine-the auto dealers and auto equipment. There will be a listing ofmanufacturers, a houses now selling radio review, material on how dealersand jobbers Here will be an opportunityfor both dealers are actually selling sets,material on auto and jobbers on the one handand auto radio radio in the "Service andInstallation Sec- manufacturers on the other hand tofurther tion." their interests in Auto Radio.Naturally, this April "Auto Radio Issue"will have un- "Auto Radio Also in Radio Retailing's April usualreader -interest,unusualadvertising of auto Issue" there will be advertisements appeal and unusual reference life.Manufac- of auto radio radio set makers and suppliers turers may beinterested in making advertis- accessories and parts.These manufacturers ing space reservations at once,because ad- through Radio Retailing will bebuilding up vertising forms close in NewYork on Friday, an essentialnational trade distribution. They March 24th. will be promoting inquiriesand actual sales. manufac- They will be reaching theworthwhile radio The auto radio leaders among dealers are now in the retailersanddistributors,because Radio turers, jobbers and Retailing has more subscriber-readers than making. Radio Retailing Member of the ABC and ABP -aMcGraw-Hill publication 330 West 42nd St., NewYork, N. Y. Other offices in principal cities 250,000AutoRadios in 1933 Radio Retailing, A McGraw-Hill Publication Now availableto the radio field a comprehensive, up-to-date, and authoritative handbook of engineering principles, standards and practice -Just published- Henney's RADIO ENGINEERING HANDBOOK Prepared by a staff of 22 specialists Editor -in -Chief, KEITH HENNEY, Associate Editor, Electronics 583 pages, 42x7, 507 illustrations, $5.00 NOW there is made available to the radio field an engineering handbook measuring up to all Covers hundreds the standards of competent authorship, careful and of important thorough selection of material, and accuracy of under the presentation, to be found in other McGraw-Hill headings of: hand books in various fields of engineering. Within the covers of a convenient 583 -page volume 1. Mathematical and Electrical Tables has been compressed a great deal of constantly 2. Electric and Magnetic needed reference material covering all fields and Circuits aspects of radio engineering, from fundamentals to 3. Resistance latest practical applications. 4. Inductance 5. Capacity 5 important features of this book 6. Combined Circuitsof L, C, The book isthoroughly technical in nature-written by engineers for engineers- and R. 1gives emphasis to design data rather than descriptions of apparatus. 7. Measuring Instruments Every section has been written by an engineer or physicist chosen because of his 2expert knowledge of a particular phase of the subject matter.In many cases the 8. Vacuum Tubes authors are daily engaged in the design, manufacture, or operation of the apparatus 9. Oscillating Circuits they describe. 10. Detection and Modulation The scope is broad, ranging from fundamentals to discussion of newest tubes,newest 3circuits, class B amplifiers, power supply systems, short-wave systems, 11. Audio -frequency Amplifiers etc. The book is right up to the minute, covering television, sound motion picture, 12. Radio -frequency Amplifiers 4transmission and aircraft applications. facsimile 13. Receiving Systems The book abounds in circuit diagrams, tables, charts, formulas,design equations and 14. Broadcasting 5data. The circuits described quantitativelyare those in use today, or soon to be widely used. 15. Rectifiers and Power -supply Systems 10 days' Free Examination 16. Loud -speakers and Acoustics Not only the radio technician, but every man interestedin the design or manufac- 17. High -frequency ture of radio or television transmitters and receivers, soundmotion picture appa- Transmission and Reception ratus, and apparatus utilizing vacuum tubes and photocells, willwant to see this book.Send for it today, for 10 days' examination 18. Code Transmission and without cost.Mail this coupon. Reception 19. Television McGRAW-HILL FREE EXAMINATIONCOUPON McGraw-Hill Book Company, Inc., 330 West 42nd St., NewYork, N. Y. 20. Facsimile Transmission Send me Henney's Radio Engineering Handbook, postpaid,for 10 days' free examinaton. will send $6.00 or return the book within 10 days ofreceipt. I 21. Aircraft Radio Name 22. Photocells Address Position 23. Sound Motion Pictures City and State Company .P -RR -3-33 (Books sent on approval in c. S. and Canadaonly.) 57 Radio Retailing, March, 1933 MARCH, 1933 lllllllllllllllllllllllllllllllitimmiiiiiiiiiiiiiM11111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111t:, CONTENTS for DEMONSTRATE IT! -10DAYS FREE TRIAL Copyright, 1933, by McGraw-Hill PublishingCompany, Inc. Page 13 New Policies An Editorial 2,620,000 Sets Sold in 1932 14 16 Needed-Stabilization The Canadian Sales Picture 18 Homes Owning Sets, by States 19 RCA Suit Settlement Setsthe Stage 20 Publicity That Pulled 22 With Our Compliments 23 Automobile -Radio, Summer'sStabilizer. 24 The Tube Situation 26 52 in Six Weeks 28 Around the Turntable With Richard Gilbert29 30 Boildown of the News- MODEL 30 Servicemen Are Learning to Sell 33 5 TUBE -3 GANG SUPERHETERODYNE list New Merchandise 36 NEW UNIVERSAL AC -DC $295° Complete with RCA tubes-tat paid SERVICE SECTION 39 Challenge!Demonstrate its superiority over any 5 tube super Circuits of the Month currently in the field (nationallyadvertised or otherwise).Tubes 2-77-78-25Z5-43. Guaranteed to pick upweak signals equal Testing Electrolytic Condensers 41 Tone response, sensitivity and se- to large superheterodynes. Free demonstration trialto well 45 lectivity truly sensational. 103/8"x67/8"x5 1/2 "-Net Shop Shortcuts ratedhouseswithoutobligation. Size "Tricks of the Trade," forServicemen 47 weight 7 lbs.Full line of universals, midgets and consoles. Distributor and dealer net cost offerslong profit opportunity. Licensed by RCA & associated companies EMPIRE ELECTRICALPRODUCTS CO. 102-6 Wooster Street, New York City INDEX TO ADVERTISERS "Established 1921" 1 IIIIIIIMMISM11111111111U111111111111111MMMIMMIUMMIIIIIIMMI1111111011(111111111U11111111MMIIIIIMMumuum llllll me This index is published as a convenience tothe reader.Every care is taken to make it accurate, butRadio Retailing assumes no responsibility rAMIMMIMMMUMMaMMOIMMIIMMIIMMIMMIMMUIMMannthIMMIMMUMMUMMIMUMMIMMIMMMIMMIII for errors or omissions

Page Page 6-7 Atwater Kent Mfg. Co 52Pierce -Afro Mfg. Co 44RCA Radiotron Co 34-35 Clarostat Mfg. Co 50-51 Condenser Corp 44RCA Victor Co., Inc Crosley Radio Corporation, Servel Sales, Inc 60 Inside Back Cover 9 34-35Stewart -Warner Corp. Cunningham, Inc., E. T. Stromberg-Carlson Tel. Mfg. Co 2 46 Electric Refrigeration Bureau 8Supreme Instr. Corp 11 Emerson Radio & Phono. Corp Tung -Sol Radio Tubes, Inc 10 Empire Prod. Co 57 Weston Elec. Instr. Corp...... 42 General Electric Co 49 Grebe & Co., A H 4-5 Grigsby-Grunow Co., Inside Front Cover -1 Wherever the current supply is D.C. use JANETTE Rotary Con- Hygrade-Sylvania Corp 3 For Farms-Ships verters to operate your AC re- SEARCHLIGHT ceivera. JANETTE Converters are filtered Insnline Corp. 46 SECTION -City Apartments to give radio results as good as. International Resistance Co 44 orbetterthan,thatobtained Classified Advertising with central station AC.Built -Automobiles to outlast the radio set. Janette Mfg. Co 57 Classification Page Available in 15 sizes. Capacities AGENTS WANTED 58 from 20 to 2500 watts.Input Kelvinator Corp 48 voltages of 6, 12, 32, 115 or 230 EMPLOYMENT 58 volts. Standard machines deliver Leonard Refrigerator Co 53RADIO STOCKS Bane: Gas engine -operated Jearrra 110 volts, 60 cycles AC. 110 -volt,60 -cyclegenerator. Ca- MAIL COUPON FOR DETAILS Baltimore Radio Corp 58 Ideal 46 pacities; 300 to 2230 watts. Morrill & Morrill Federated Purchaser, Inc 59 forsound -trucks,amplifiers,P.A. JANETTE MFG. CO. Grebe Radio Sales & Service systems, etc. 555 W. Monroe St. National Carbon Co., Inc. 58 Chicago. Ill. Back Cover Co. Gentlemen: Please send prices and Inc... 12 Radio Tube Exchange of details on your: Noblitt-SparksIndustries, America 58 O Rotary Converters. Sales on Sound Corp 58 O Auto -B -Power(B -eliminatorfor Ohio Carbon Co 42 auto -radio) O Gas Engine Generators. 330 West 92d Street, New York, McGRAW-HILL PUBLISHING COMPANY, INC., 883 MissionSt.,San Name Branch offices:520 North Michigan Ave., Chicago; N.Y. W.C.2; Washington; Philadelphia; Address Francisco; Aidwych House, Aldwych, London, S.C.; Los Angeles.James H. Cleveland; Detroit;St. Louis; Boston;Greenville,Muir, President; James H. McGraw, Jr., City State McGraw, Chairman of the Board; Malcolm Vice - Vice -President and Treasurer; MasonBritton, Vice -President; Edgar Kobak, President; H. C. Parmelee, Vice -Presidentand Editorial Director; Harold W. McGraw, Secretary. Member A.B.P. Member A.B.C. iiiiiiiiiii Vice -President;C.H. Thompson,Printed in U. S. A. -IMMIMMIMMIMMIMMIIMMIHMIMIMMUIMMMUnninnholliaMMIHMMIMUMMUMOnommin llllll Radio Retailing, A McGraw-Hill Publication + SEARCHLIGHT SECTION EMPLOYMENT and BUSINESS OPPORTUNITIES -SURPLUS STOCKS -DISCONTINUED MODELS UNDISPLAYED-RATE PER WORD: INFORMATION: DISPLAYED -RATE PER INCH: Positions Wanted, 5 cents a word, minimum Box Numbers in care of our New York, 1 inch $7.50 $1.00 an insertion, payable in advance. Chicago and San Francisco offices count 2 to 3 inches 7.25 an inch 11 on Box Numbers.) 10 words additional in undisplayed ads. 4 to 7 inches 7.00 an inch (See Replies forwarded without extra charge. Rates for larger spaces, or yearly rates. Positions Vacant and all other classifica- Discount of 10% if one payment is made on request. tions, 10 cents a word, minimum charge in advance for four consecutive inser- An advertising inch is measured vertically $2.00. tions of undisplayed ads (not including on one column, 3 columns -30 inches - Proposals, 40 cents a line an inserton. proposals). to a page. Radio Retailing llllllllllllllllllllllllll lllllllllllll111111111111 llllllllllllll 111111111111111111111111 lllllllllllllll + 4.

FOR SALE SPECIAL NOTICE: Featuring Over 3000 Items SENSATIONALMicrophoneValue -Universal Model"Y" - Experimenters single -button, Including many "hard -to -get" re- watch model type.200 ohms.Pure gold spot placement parts. Ham Supplies. center diaphragm.Only $2.00, including valu- Priceslowestinthebusiness. able 1933 general catalog with diagrams.Uni- versal Microphone Co..Ltd., Inglewood,Calif. To the Radio Industry 24 -Hour AGENTS WANTED Service. MEN WANTED. We require a man in every Advertising in connection with legitimate community, and every industrial plant, full or spare time.The work pays well, from $1 to $3 offers of surplus stocks and discontinued an hour. You simply recommend and call to the models of radio merchandise is acceptable attention of business men and fellow employees in this section of "Radio Retailing." business and technical books published especially for them so they can make more money.No experience required. You can make a substantial Extreme care will be exercised by the pub- extra income quickly and easily by simply show- lishers to prevent the use of advertising in ing our lists.Complete equipment free. Write the Searchlight Section to encourage price Tom Crawford, Dept. RM., McGraw-Hill Rook Co.. 330 West 42d St., New York City. cutting on current models of merchandise or equipment.Nor will advertising which MANUFACTURERS' AGENTS WANTED invites violation of the dealer's contract E Ft with the manufacturer be acceptable.

CONDENSERS 41... A few sales territories open to established All merchandise offered an the Searchlight 010.111011E (18010 CORP, sales N. '9 organizationsactivelycontacting Section must be accurately and fully de- 725 BROADWAY 'SEW YOR7033 wholesalers or distributors.High quality product with good sales and income possi- scribed and must be available on order. bilities. MORRILL AND MORRILL BALTIMORE RADIO CORP 30 Church St.. New York 725 BROADWAYDept.A NEW YORK iiiiii iiI1111111111.11 iiiiii 11111111 iiiiiii 1111111111111111111/111111111111111 lllllllllllllllllllllllll imi llllllll 110111 llllllllll MI1111011 llllllll lllll 11111111111111111111111

HUGE SAVINGS IN USED PUBLIC ADDRESS EQUIPMENT Send for bargain lists.Motion Picture and Sound Systems. Who's Carryingonfor You? SALES ON SOUND CORP. Dept. RR, 1600 Broadway, New York EXECUTWES aredeserting their desks to go out into

iiiiii 11111 iiiii 111111111111111111111111111111111111/111/11111111111111111/1 ttttttt 111111111111 llllll 1 lll the field to investigate conditions, form plans and add their energy to actual sales getting ANNOUNCEMENT But who's to carry on at the home office when the boss is riding the TO DEALERS and SERVICE MEN Pullmans? Service Parts and Special Test Equipment from the former Factory Serv. Dept. of A. H. Grebe Here's an exceptional man, made-to-order for such a situation.He's the & Co..Inc., also equipment formerly used for perfect assistant to stay at the home office,see that the wheels keep themanufactureofGrebeparts,havebeen purchased bytheformerFactoryManager running and speed their acceleration.He's the kind of chap the Biblical & Assoc. writer had in mind when he spoke of the merits of those "who abide by Transformers for dealers and service the things at home." men for sets using from 4 to 12 tubes. Write for descriptive data and This man's job -now vanished through no fault of his Parts Price List own -has been to Grebe Radio Sales and Service Company -manage the office when the boss has been 137-28 Jamaica Ave., Jamaica, N. Y. away (Owner former Factors, Manager and Purchas- ing Agent of A. H. Grebe & Co.,Inc.) -relieve his executive of personnel management

11111111111111111111111111.111111111 llllll 1111111111111111111111111111111.11141111111111111.1111111111/11i -supervise correspondence, inside and outside lllllll 11111 llllll II llllll 11111111111111111111 llllll 11111111 llllll Iminliguat lllllll llllll -take care of the production of his company's RADIO TUBE EXCHANGE OF AMERICA products 123 Liberty Street, New York, N. Y. Dealers have been looking for these features In tubes. -assist in the shaping and execution of adver- 1. A tube that can be sold below list and dealer tising, sales promotion, market analysis and stillrealizes a good profit. 2. A tube concern that is reliable. statistical work 3. Tubes are boxedinPopular Perryman Boxes, guaranteed for3 months. -keep usable, efficient records for the guidance 4. Tubes that were manufactured tosellatlist. of the business. We offer to the dealers at the following prices. 201A-$.25 230-5.38 89-5.40 Add to this man's capabilities the following jobs and special talents: 112A- .30 231-.38 56- .32 171A- .28 232-.45 57-.35 completely familiar with printing, engraving and paper problems;cor- 226 - .27 233-.50 58-.35 respondent; office routine; accounting; an ability to 227 - .28 222-.50 59-.40 generate ideas; a 224A- .35 234-.40 82-.35 faculty of carrying on unperturbed by surroundingsor circumstances; 235 - .35 236-.40 83-.35 245 - .30 237-.35 210-1.00 a likeable personality that makes it easy for him to work with people. 280 - .28 238-.35 250- .90 This advertisement is written by his boss. 247 - .35 239-.40 281-.80 For further details or interview, write Orders must be accompanied by 20 %cash. PW-175, Radio Retailing, 330 West 42d Street, New York Jobbers territories open. City 59

March, 1933 Radio Retailing SAVINGS SCHOOLOFRADIO

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TEACHER'SNOTE: If you expect tobe in thisyear's Thousands ofdealers Class of Profitssend for a copyof aresaving time and Catalog No. 16. money byusingour our newSpring 1933 nearest branch. This catalogisacomplete radio Why not savehalf of buying digestand radiobook of yourshipping cost? knowledge, containing over4,500 assorted radioitems, including sets, tubes,meters,replacementparts, microphones,amplifiers,speakers, IADIO BARGAIN and other goods.Start savingtoday NEWS Dealers's service. on yourradio supplies. men's Buying aulde You will find this book an indispens- able adjunct ecriiiiiii-w1Purchaser to your business.It has NEW YORK, N. Y. 108 pages 25 PARK PLACE Convenience: The Follo?,,ing DistributingUnits Maintained for Your featuring CHICAGO, ILL. NEWARK, N. J. 3,000 items. JAMAICA, L. I. 1331 S. Michigan Ave. 273 Central Avenue 92-26 Merrick Road BRONX, N. Y. ATLANTA, GA. PHILADELPHIA 631 Spring Street, N.W. 2909 Broad Street 534 E. Fordham Road 60 Radio Retailing, A McGraw-Hill Publication

YOU DON'T HAVE TO SACRIFICE 433/4 OFYOUR PROFIT!

SERVEL for more than fifteen years has been an SEVEN FEATURES outstanding leader in the electric refrigeration OF THE "NEW DEAL" industry. From this vantage point of experience and leadership Servel has made a thorough analytic 1.Greater discounts-dealers must have study of the industry to reveal startling facts. As a a greater margin to sell effectively and prof- itably. Servel gives it to them! result Servel again steps out far ahead of manufacturers in all lines with a "new deal". Servel believes 2.Lower prices - dealers today must be able to meet price competition as well as the that greater profits belong to the man who quality market. Servel provides both! actually makes the sale. 3.New lines-the new Crusader line combines low price with quality.Servel Her- If you have not been satisfied with the profits on metic is a high quality line at reasonable your refrigeration business you will be interested in prices. this new deal. 4.A complete line - dealers can't sell prospects refrigerators they don't have! Manufacturers in other lines and outstanding re- Servel offers the most complete line of elec- tailers say that Servel has taken "an aggressive for- tric refrigeration on the market today. ward step"-"others are sure to follow"-"sound 5.New advertising set-up-dealers today must find live prospects. Servel advertising business planning"-"it's bound to succeed," etc. goes direct to real prospects, over your name. Thousands of messages by Special Delivery. And that's not all! 6.New field of prospects - today each field of prospects is smaller.Servel opens up new fields. 7.New factory help -a direct factory SERVEL contact-with direct factory help. EVANSVILLE, INDIANA

Servel's Modern 30 -acre plant at Evansville, Indiana SHELVADORU. S. PATENT 1898922 An exclusive patented feature of the New -C-ROSUEV- -REFRIGERATOR See at a glance the wonderful convenience of the SHELVADOR

the housewife merely opens the door ... and there is SHELVADOR is an exclusive, patented feature of the new NO"'the egg, bacon or the orange, or the butter, or any other Crosley Electric Refrigerator. No other refrigerator manu- small and ordinarily hard -to -find thing It's on its shelf facturer dare use it. in the door. No reaching. No searching. No stooping. No lost time. No spilled food.There is what you're looking for. Low Cost-High Quality When you buy a Crosley Electric Refrigerator, you not only Increases "Usable" Capacity 50% save money on first cost, because of Crosley's quality -mass production methods ; but you also save money because of the greet fly Shelvador makes the "small" refrigerator "larger" by increas- enlarged "usable" capacity of the Crosley Electric Refrigerator ing its usable capacity.Try to put everything that goes into due to the Shelvador.I f the Crosley Electric Refrigerator did the Shelvador into your refrigerator and you'll be amazed. An not have the Shelvador, it would still be the world's most re- orange takes as much "shelf room" as a bottle of milk in the markable refrigerator value.With the Slielvador, it goes fur Here is the most sensa- ordinary refrigerator... In the Shelvador it only takes as beyond the ordinary concept of "your money's worth" that tionalsellingfeature much room as an orange should. ever thought of in ELEC- there is nothing with which the value may be compared. TRIC REFRIGERATION The Crosley Electric Refrigerator, famous last year for its . the most sensational An Exclusive Crosley Feature trouble -free, service -free operation, has this year been refined in advance in cabinet de- several points to make i t even better.I t is not possible, at any sign since the first ice- Shelvador is the newest and most important improvement in box was brought out ... electric refrigeration since the invention of this great home ne- price, to get a better refrigerator value than the Crosley.I t is a feature so self-evident cessity. To buy an electric refrigerator without the Shelvador not possible, in any other refrigerator to get the Shelvador. so new, so convenient is not only to deprive oneself of the great convenience and See your dealer. Study the Shelvador.Instantly you can see and helpful that every economy of Shelvador, but is to buy something already out- its advantages and convenience.Instantly you can see how housewife after one glance will say: "That's dated.For no electric refrigerator can possibly be modern in annoying and unnecessary it is to have electric refrigeration what I must have!" the fullest sense without this feature. without the Shelvador. MODEL D-35 NET contents - 3' MODEL D-45 NET contents - 4' MODEL D-60 NET contents -6 cubic cubic feet. Shelf area - cubic feet. Shelf area - feet. Shelfarea -11.5 8 square feet.Overall Dimensions: Height, 50/". 10.6 square feet. Overall Dimensions, Height 56%"; square feet. Overall Dimensions: Height 57'2"; Width, 23%"; Depth, Width, 2374"; Depth, Width, 29L2"Depth, 24";LegHeight,10%" 24";LegHeight,10%" 25 ii";Lei; Height, No. ice trays 2; No. No. ice trays 3; No. 1.034"; No. ice trays, ice cubes 42. ice cubes 63. 3; No. ice cubes 63.

ALL PRICES INCLUDE DELIVERY..INSTALLATION..ONEYEAR FREE SERVICE

Montana, Wyoming, Colorado, New Mexico and west, prices slightly higher. The Crosley Radio Corporation- Cincinnati POWEL CROSLEY, JR., President.The Home of "the Nation's Station"-WLW

WITH SHELVADOR U.S. PATENT 1898922 L K !WU' 1 RFD., Zl PERK SIT PA

THEY'RE FROM MISSOURI

SUCH a line as Transcontinental & Western Air, Inc. - the Lind- bergh Line - must be shown. They must have the best. And TRANSCONTINENTAL & WESTERN AIR. INC. so they use Eveready Raytheon 10 RICHARDS ROAD MUNICIPAL AIRPORT 4 -pillar Radio Tubes to insure re- KANSAS CITY, MISSOURI ception of weather reports and December 28, 1932 other important data on their big air transports. That's because Eveready Ray- theon Tubes with 4 pillars sup- National Carbon Company, Incorporated porting vital elements are firmly 819 East 19th Street protected against damage through Kansas City, Missouri jolts, jars, and vibration. They give buyers assured clarity of tone

Gentlemen: and longer life at no extra cost. Eveready Raytheon tubes are proving very You can recommend Eveready satisfactory in TWA radio equipment and are a con- tributing factor in the operation of mail, passenger Raytheon 4 -pillar Tubes to your and express schedules on the Lindbergh the customers with the assurance shortest route coast to coast. they are used in the transconti- Many of these tubes have already given more than four thousand hours service and continue nental planes of America's most to perform with reliability. important air transportation com- Transcontinental and Western Air's most panies and in the radios of police recent development, in aeronautical radio engineering, is a new type, crystal control, eighteen tube cars in leading cities. Stock and superheterodyne ground receiver. Remote control, display them for customer satis- by means of automatic dial system relays, is incorporated in this new receiver. For use in this most faction, better business. modern radio equipment, TWA selected Eveready Raytheon four pillar tubes because of their dependability, performance and economy of operation. NATIONAL CARBON CO., INC.

Very truly yours, General Offices: New York, N. Y.

Unit of kv and Carbon Ct13,-M4, UnionCarbide Mi Corporation Fred G. Betts Asst. Purchasing Agent

EVEREADY RAYTHEON 4 -PILLAR RADIO TUBES