Radio-Retailing-1945

I I

ELECTRICAL

APPLIANCES CALDWELL- CLEMENTS, INC. * OCTOBER 1 94 5 FOR GIFTS See Pages 44,45,46,47

Once Again You Can

MAKE THIS A RADIO CHRISTMAS!

News of New Home Receivers, FM, Servicing, Records

www.americanradiohistory.com °N 6 VOLT y. ' TE4 U4as pAr P R. MALLO R voa Co .

APPLAUSE... and No Wonder!

IT was the first 8- contact vibrator to be com- types and in 4- contact interrupter types. Sev- mercially made -and it still ranks first eral are also available with the patented her- among service engineers for all heavy load metic seal -this for replacements where or high conditions. corrosive fumes, excessive moisture altitude conditions must be combated. An interrupter type, this Mallory vibrator has All in all, Mallory manufactures 65 different 8 contacts (4 pairs) which divide the operat- vibrator units. They replace 101 former types ing current load so that longer life is insured. -and 12 vibrators in the group are able to That's why service men use it for heavy -duty meet about 90% of replacement needs. Ask power supply replacements -they know that your distributor for the Mallory Vibrator it can "take it!" Standardization Chart for up -to -date data on Mallory replacement vibrators are also made the subject. For trouble -free operation any- in 8- contact synchronous or self -rectifying time, ask him for Mallory vibrators.

P. R. MALLORY & CO., Inc., INDIANAPOLIS 6, INDIANA

P.R.MALLORV a CO.Inc VIBRATORS VIBRAPAWIPI CORS than ever- VOLUME CONTROLS SWITCHES RESISTORS More FILTERS RECTIFIERS POWER SUPPLIES AlWAys MALLORY ALSO MALLORY 'TROPICAL "' DRY BATTERIES, ORIGINALLY ON APPROVED DEVELOPED BY MALLORY FOR THE U. S. ARMY SIGNAL Ns iSf CORPS. NOT PRESENTLY AVAILABLE FOR CIVILIAN USE. 1 PRECISION PRODUCTS «T.udomari.

www.americanradiohistory.com ;71/eadStwft;144A 1,000,000,000 Ølrh?r710u/ ADVERTISING MESSAGES

DRIVING POWER back of the new, With 3 TIMES pre -war production post -war Emerson Radio - this in 2 facilties -with BETTER Style, Tone, months, with more to follow. Performance and Value- Emerson Big copy in 300 Leading newspapers. holds its position as World's Largest Full -page ads in national magazines. Maker of Small Radio. Big billboard advertising. Dramatic These are the high spots of the prop- point -of -sale promotion. osition which has taken America by With constructive policies and storm. Call or write your Emerson equitable sharing of merchandise, cEmersoli, Radio distributor now. Radio and Emerson dealers are TAKING Televissnn ORDERS NOW. 7i.e7leal3at--7Vat Emerson Radio admatdox EMERSON RADIO AND PHONOGRAPH CORPORATION, NEW YORK 11, N. Y.

RADIO Er Television RETAILING October, 1945 1 www.americanradiohistory.com WRITE, WIRE OR PHONE YOUR

Radio Distributor

HERE IS THE COMPLETE LIST BY STATES ALPHABETICALLY

2 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com ILLINOIS MICHIGAN NEW MEXICO TENNESSEE Motorola- Chicago Co. Ingram Distr.Co. Oakes Batt. & Elec. Co. Bryant & Trimble 1330 W. Washington BI. 4490 Cass Ave. 423 Texas St. 406 Broad St. Chicago 7, Illinois Detroit 1, Mich. EI Paso, Tex. Chattanooga, Tenn. Republic Distr. Co. Mitchell Lofgren Distr. Co. Products Bryant & Trimble 72 -74 N. Division Ave. W. Water St. 1202 Fourth Ave. 495 324 W. Magnolia St. Grand Mich. Moline, Ill. Rapids, Santa Fe, N. M. Knoxville, Tenn. Offenhauer Co. N ORTH CAROLINA Seltzer Company 227 W. Washtenaw St. Freck Radio & Sup. Co. Mills- Morris Co. 604 Fulton St. Lansing, Mich. 38 Biltmore Ave. 171 S. Dudley St. Memphis 1, Tenn. Peoria 2, III. Radio Sales Co. Asheville, N. Car. 816 East Genesee A Car,lina Appliance Co. Currey's INDIANA ve. Saginaw, Mich. 208 E. Fifth St. 17th & West End Ave. Wall Distributing Co. Charlotte 1, N. Car. Nashville 3, Tenn. 241 Pearl St. MISSISSIPPI Tire & Fort Wayne 2, Ind. Higgins Industries, Inc. Sales Serv. Co. TEXAS 401 Hillsboro St. Appliance Division McDonald Auto Sup. Co. Rodio Distributing Co. Raleigh, N. Car. 521 City Park Ave. 2nd & Polk Sts. 1013 N. Capitol Ave. New Orleans 19, La. N ORTH DAKOTA Amarillo, Tex. ALABAMA Indianapolis 4, Ind. Fargo Paper Co. Service Co. Mills- Morris Co. Auto 26 St., No. Porter Burgess Co. Radio Distr. Co. 171 S. Dudley St. -28 Eighth 1916 Fourth Ave., S. Fargo, North Dakota 815 N. Pearl St. Monroe & Carroll Sts. Memphis 1, Tenn. Birmingham 3, Ala. Dallas 1, Tex. South Bend, Ind. OHIO MINNESOTA Nelson Rodio & Sup.Co. Lockte & Glenn Oakes Batt. & Elec. Co. Forster Distr. Co. 263 St. Louis St. IOWA 2110 Gilbert Ave. 423 Texas St. 1122 Harmon PI. Mobile, Alabama Gifford- Brown, Inc. Cincinnati 6, O. EI Paso, Tex. Minneapolis 3, Minn. 106 First St., S. W. The M & M Co. Fort Worth Battery Co. ARIZONA Cedar Rapids, Iowa MISSOURI 5200 Prospect Ave. Radio Specialties C'. 615 Lamar St. Motor Radio Co., Inc. Cleveland 3, O. 401 West Jackson St. Gifford- Brown, Inc. Fort Worth, Tex. 1216 -18 Grand Ave. 2440 Charlotte St. The M & M Co. Phoenix, Arizona Moore Des Moines, Iowa Kansas City 8, Mo. 214 E. Gay St. Bros. Co. ARKANSAS Disco Distr. Co. Columbus, O. 1515 Milam St. Houston, Tex. Home Appliance Duke's Radio Co. 2843 Washington Blvd. Moore Equipment Co. 114 W. Fourth St. St. Louis 3, Mo. Distributors of Ark. 226 W. Third St. Krisch- Delavan Co. 600 West 7th Street Sioux City 6, Iowa Dayton 2, O. MONTANA 801 Main Ave. Little Rock, Ark. Christian -Sheidler Co. Son Antonio 2, Tex. KANSAS Pasley & Spitzer Co. Adams & 20th Sts. McGrew Distr. Co. 20 N. 33rd St. CALIFORNIA Toledo, O. UTAH 1312 E. Douglas Ave. Billings, Mont. Davis Rodio Co. S. R. Ross Wichita 7, Kan. OKLAHOMA 498 North Fresno St. 1212 S. State St. N EBRASKA Wm. Mee Co. Fresno 3, California Salt Lake City 4, Utah KENTUCKY Mueller & Selby Co. 120 E. Grand Ave. 2549 Farnam St. Western Auto Sup. Co. Falls City Supply Co. Oklahoma City, Okla. VERMONT Omaha 2, Nebr. 1100 South Grand Ave. 315 Roland Ave. OREGON Radio Service Lab. Los Angeles 54, Calif. Louisville 3, Ky. N EVADA C & H Supply Co. 1191 Elm St. Nevada Distr., Inc. 1316 S. W. Manchester, N. H. Kierulff & Company Strickland Distr. Co. P. O. Box 1047 Washington St. 1839 South Flower St. 615 Jefferson St. Reno, Nevada Portland 5, Ore. VIRGINIA Los Angeles 15, Calif. Paducah, Ky. PENNSYLVANIA Ashman Distr. Co. NEW HAMPSHIRE 807 Granby St. C. G. Hadicke Co. LOUISIANA Dibert Radio Distr. Co. Radio Service Lab. Norfolk 10, Va. 1812 Van Ness Ave. Higgins Industries, Inc. 1802 -11th Ave. 1191 Elm St. San Francisco 9, Calif. Appliance Altoona, Pa. Division Lee Distr. Co. Manchester, N. H. Specialty Sales Co. 521 City Park Ave. 1126 North Blvd. COLORADO New 116 W. Chestnut St. Orleans 19, La. N EW JERSEY Richmond 20, Va. Boyd Distributing Co. Lancaster, Pa. 20 West 13th Ave. Dunckelman -Pace Kearns Auto Radio Serv. Goldner Distr. Co. Western Va. Sales Co. Denver 4, Colorado 1417 Louisiana Ave. 25 North Albany Ave. 46 -50 N. 5th St. P. O. Box 1506 Shreveport, La. Atlantic City, N. J. Philadelphia 6, Pa. Roanoke, Virginia CONNECTICUT Motorola -New Jersey, Inc Moto Radio Distr. Co. Post & Lester Co. MAINE 177 Central Ave. WASHINGTON 10 Chestnut St. Radio Service Lab. Newark 4, N. J. 5732 Baum Blvd. Motorola Distr. Co. Hartford 5, Pittsburgh 6, Pa. Conn. 45 Haymarket Sq. 620 Eastlake Ave. Bangor, Maine N EW YORK Big Boys Auto Parts Co. Seattle 9, Wash. D. C. Hudson Valley 123 -129 S. Second St. Rodio Service Lab. Simon Distributing Corp. Asbestos Corp. Sunbury, Pa. WEST VIRGINIA 615 Pennsylvania 45A Free St. 170 Ave. Central Ave. RHODE ISLAND Wilson Radio Distr. Co. Washington 4, D. C. Portland 3, Maine Albany, N. Y. I. Feldman Co. 1116 Central Ave. Battery & Starter Co., Inc. FLORIDA MARYLAND 186 Broadway Charleston 4, W. Va. 2505 Main St. Providence 3, R. I. Thurow Radio Distr. Simon Distributing Corp. Buffalo 14, N. Y. Jones -Cornett Elec. Co. 115 -117 S. Franklin St. 615 Pennsylvania Ave. SOUTH CAROLINA Welch, W. Va. Tampa 1, Florida Washington 4, D. C. Motorola -New York,Inc. A. H. Wherry, Jr. 33 West 60th St. Chester, S. Car. WISCONSIN GEORGIA MASSACHUSETTS New York City 23, N. Y. SOUTH DAKOTA Electro- Pliance Distr., Edwards- Harris Co. Metro Distribs., Inc. Kemp Equipment Co. Graff Motor Sup. Co. Inc. 258 Peachtree St., N. E. 884 Commonwealth Av. 39 -57 Mt. Hope Ave. 122 -24 W. Seventh St. 2458 W. Lisbon Ave. Atlanta 3, Geor a Boston 15, Mass. Rochester 7, N. Y. Sioux Falls. S. Dak, Milwaukee 5, Wis.

GALV I N MANUFACTURING CORPORATION CHICAGO 51, ILL.

F -M & A -M HOME RADIO AUTO RADIO AUTOMATIC PHONOGRAPHS TELEVISION AIRCRAFT RADIO POLICE RADIO RADAR

RADIO G Television RETAILING October, 1945 3

www.americanradiohistory.com iNO*

leETÁIL H fr4d* WM ThisG r TsMI MEMBER AUDIT BUREAU of CIRCULATIONS OCTOBER, 1945 COVER-Although available in limited quantities only, electrical appliances and radios are once again appearing in dealers' stores. But with production still slow in starting, the dealer will continue to have a rationing problem this Fall. (See pp. 38 -39) 35 A Good Time to "Clean House" 36 Radio and Appliances Today 38 "Shortage- Neurosis" 40 Modern Store at Modest Cost 42 Electrical Appliance Profits 44 Electrical Appliances Section of RTR 48 Sample the Customer 50 Xmas Deals for the Dealer 52 First Radio Merchandise 54 Sound Profits in "Sound" 56 System Spells Profit 62 Dealers Set for Sales 66 Keeping Sales Humming 68 Double Barrelled Sales 74 Ready for Selling 79 Repairs Reap Rewards 82 Servicing Tampered Sets 86 Service Notes 92 New Products Offered 100 Jobber Notes 106 Television Today 112 -146 News of the Industry

RADIO & Television RETAILING, October, 1945, Vol. N-2 30, No. 10. 25 cents a copy. Published monthly by Caldwell -Clements, Inc., 480 Lexington Ave., New York 17, N. Y. M. Clements, president; Orestes H. Caldwell, treasurer. Subscription rates United States and Latin American countries, $1.00 for one year, $2.00 for three years. Canada $1.50 for one year, $3.00 for three ears. All other countries $2.00 for one year, $4.00 for three years. Printed in U. S. A. Re- AP,7 DUCT OF entered as second class matter April 21, 1944, at the Post Office at New York N.Y., under the act of March 3, 1879. Member of Audit Bureau of Circulations. Copyright by Caldwell- Clements, Inc., 1945. TaaxSFGyNffR3 *Trade -Mark Reg. U. S. Pat. Off. powF e

AUDIO .:.. ORESTES H. CALDWELI, Ckoxr Editor M. CLEMENTS Publisher John L. Stoutenburgh, Managing Editor William E. Moulic, Technical Editor oaten COd. a TRANSFORMER CORP. Helen Thurman, Associate Editor - 47.c4*o e" rars vrrsrr .att.' triter , Charles F. Dreyer, Art Director Assistant Editors Ruth Morris Nathaniel J. Kern Solomon Heller E. T. Bennett Stephen I. Hall, Consulting Editor M. H. Newton J. A. Sambom B. V. Spinetta O. H. Sutter I. Candy W. W. Swigert E. Duggan J. Cosin Lee Robinson, Sales Manager Ben Morris, Promotion Manager BRANCH OFFICES Chicago 6, R. Y. Fitzpatrick, 201 N. Wells St., RAN. 9225; Cleveland 14, Dudley B. Trott, Citizens Bldg., 850 Euclid Ave., MAin 8270 Los Angeles 14 Robert W. Walker, Walker & Minton, 403 W. 8th St., VAndiké 9348; San Francisco 4, Ell C. Minton, Walker & Minton, 68 Post St., SUtter 5568. Editorial and Executive Offices TELEPHCNE Telephone PLaza 3 -1340 480 Lexington Avenue, New York 17, N. Y. 4427 North Clark Si. Long Beach 6,311 CHICAGO 40, ILL

4 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com MECK DE SRS ARE

and FIRST with a price First Radio receivers to receive price approval . . Meek Radios are now in Meek Dealers hands ... Proof again that Meek Production and Sales Policies are engineered for the benefit of Meek Dealers. Cash in on this big program &sk Your Meek Distributor.

ECK RADIOS TABLE MODELS PORTABLES AM-FM TELEVISION CONSOLE COMBINATIONS PHONOGRAPHS

RADIO & Television RETAILING October, 1945 5

www.americanradiohistory.com !,>+¿,, í.^S`°.

its Aug., saying Reader's Digest, init N. Y HERALD The ran an found JANUARY TFIBUNE issue, its staff ;945 on cheatedch City License 44, that investigators repair radio service-dealersof 100 that on 64 exam- public citing several with ° law Urged After ended For the article should ples,pies, radio Radio Warning that repair man., Repajr ,beware" of the Men

yesterday ask in FiaFl bú declared City Council Courteaal that SHOULD for he would RADI a law requiring DEALERS BE LI

,AnVARY 44K j9M55 Nat' N, ORL2ELE9M 345 "1 AN. nRY

tk) Be S\lould r Men Irked tilatistrate jS\e s atitatiket RAYTHEON airs adoRe HAS THE ANSWER! III R eec- He- watch for announcement radio thee traffic to that reP ai to by charging p . to be made soon Declaring Jarres t ar,'Magistrate rOR FtbuCourt,be take up No intelligent radio service -dealer will deny the fact that the reputation of his industry has suf- fered in recent years. Unethical servicemen who have taken advantage of manpower and parts shortages have done great damage to public opinion. They have caused so much adverse publicity in national magazines and influential newspapers that dealer -licensing, federal regulation and even finger -printing are being suggested for the public's protection. Raytheon began many months ago to remedy this situation, and now has the answer in a strong merchandising program to be announced soon. It will be revolutionary in every respect, enabling the public to tell which service -dealers deserve complete trust and confidence. Dealers who can qualify will immediately have a tremendous competitive advantage. Watch for our announcement! 12:11'.' to "MEET YOUR NAVY" é aythed!? Y/Ial?a, ie /!/tG12S C:r4'IYOel//?y AMERICAN BROADCASTING CO E,e Mend Nigh, Coe e Canso All Four Divisions Have I B I IS,e,,an. RADIO RECEIVING TUBE DIVISION Been Awarded Army-Navy NEWTON, MASS. LOS ANGELES NEW YORK CHICAGO ATLANTA "E" With Stars IPONONak DEVOTED TO RESEARCH AND THE MANUFACTURE OF TUBES AND EQUIPMENT FOR THE NEW ERA OF ELECTRONICS

6 RADIO & Television RETAILING Octcber, 1945

www.americanradiohistory.com Ken -Rad Tubes have played a viral part in bringing

about higher standards of home radio reception .. . Now, to tube quality already foremost, are aided great new research and engineering facilities ... Km-Rad Radio Tubes consequently are &etterthau ever, iac=eas- ing the desirability and profit oppertunities of tEe Ken - Rad sales franchise. KE N-RAD DIVISION OF GENERAL ELECTRIC COMFAN'

1 -011 5E50 OWENSBORO, KENTUCKY

RADIO & Television RETAILING October, 1945 7

www.americanradiohistory.com WHERE ,w arp

is Chicago strateg {ortifed IAréae rich, prob- Compact, o reconversionnrion againsteasily d factory ship-ip- lems, and salesmen $4,49034,0004 4903410 lo- ments, market is ideally of ments, of Chicago the very toted Americo.

WHAT doedt peat fo tom? HOW car vela get axanted Ode A tremendous pent -up demand for autos, washing ma- eat% 004~ delie.47 chines, refrigerators and "big unit" products generally. In this one compact market there is more postwar business Dealer and consumer surveys reveal a buying demand than will be available in 13 states combined. The Chicago running into the billions. Here is a market well fortified area offers enough business to take the entire output of by diversified income and huge savings ... famous for some manufacturers. Here you can get immediate volume its responsiveness to advertising and its record -breaking and at the same time build solidly for a continuing, volume buying. profitable operation.

TRIBUNE WHY a tie CHICAGO WHEN cam ree get gaúeg ? meá ? voter or towns Today! Now available for your study and use is a specific a 756 cities r in weekdays of every 3 families the Tribune sales program based on the findings of an auto and house- One out call area reads read and population i n this ther family. Bought, more every market,the Tribune hold appliance investigation among consumers and deal- Sundays, it is week as is aono ovenother Seven boughta and consumers. gives ers. To get these pertinent facts, address C. S. Benham, aging dealers Only en Tribune it h Powerhousepowerhouse that gets action. color, or selling impactact newsprint Manager, National Advertising, Chicago Tribune, Tribune it hits with a coloroto, comicolor, lowest in of monoroto, are among the Tower, Chicago 11, III. you a choice at milline rates which black and white - the country. CHICAGO TRIBUNE T H E WORLD'S G R E A T E S T N E W S P A P E R

August average net paid total circulation: Daily, over 1,025,000- Sunday, over 1,300,000

8 RADIO & Television RETAILING October, 1945 www.americanradiohistory.com i

.Awsd7eadyto9r`

Yes, FADA is back in the groove, ready to take care of pent -up civilian radio requirements! O FADA radios will offer a combination of modern technical experience, forged in the crucible of wartime necessity, plus a thorough understanding of civilian wants and modern merchandising principles, acquired over a long period of time in the making of hundreds of thousands of radios.

FADA is proud of its achievements in the Radio Industry over a period of many years. You, too, will be proud to display the new FADA line of radio receivers.

We suggest that you contact your distributor to learn more about FADA's profit - building merchandising plans. Or - write to us direct!

PLACE YOUR FAITH IN THE

to ADA C' `',._:y =. A.. o o Radio r..1 ...44.44,"`"-46/w.. "" OF THE FUTURE .--t' '1 2/ it al ,.,, v* .Paci:aus Scace SaaadcaQtúcg SeyaK! á *h.TT,Tr:. _ay/

FADA RADIO AND ELECTRIC COMPANY, INC., LONG ISLAND CITY, N. Y.

RADIO Cr Television RETAILING October, 1945 11

www.americanradiohistory.com DAY AFTER DAY...KNOWING FOLKS SAY... l I, C 11 I iSCS AND t,r) *) > in NEEDLES ENCORE SALES AGAIN, AGAIN, AGAIN

w:tc©x S'ii., t\l Rc¡ sound" tot C buy in Here is the "soundest and com- growing home today's rapidly RECORDIO ding business. T merciai recording Needles Discs and discs, cutting instantaneous today are the finest needles available and Playback the distinctiveness, has gone all them of all products into p recision and the f the first the qquality manufacturef Gay, by Wilcox home recorder. successful ... those who is limitless men The market to waiting from home voices who compile send services . armed . in the ma king speeches history fun of albums specialecial forever the is who record career . . those 1:6" tvarw at home . whose parties training ' ' 0#6 by vocal all furthered record of it" The greatest RECORDIO "making hobby is and friends want the you've ever seen ... the world's their relatives longer play- newest, finest Home Recording these, of tone and fidelity Instrument . . . made possible super1Or ...again RECORDIO only by the outstanding genius back life of back of Wilcox -Gay engineers. Sell- and again. toward histori- ing RECORDIO will be like the country hitching The swing of jingling tune your wagon to a star in possibilities are sound can play,.soundest buy ... tremen- fying by this "soundest dous. Now is the time to plan if you carry has infor- for you distributor for R -Day .. the day you start Your local selling RECORDIO. sound' Call him. -rion ÿou need.

DEALERS: Mail This Today!

WILCOX-GAY CORPORATION Charlotte, Michigan i Gentlemen: Tell me more about the coming RECORDIO opportunity that is still open in RECORDING INSTRUMENTS FOR HOME, my territory. COMMERCIAL AND PROFESSIONAL USE Store name Manufactured by Address WILCOX -GAY CORPORATION City. Zone... State CHARLOTTE, MICHIGAN

12 RADIO Cr Television RETAILING October, 1945 www.americanradiohistory.com r xim mr/ and she can take it with her

. PORTABLE * ELECTRI REATE AIM

THE MIRACLE of modern heating! Small but mighty comforting when a room has the chills ... that's a Wittie Portable Electric Steam Heater -in "fan- blow" and convection types. Either model provides economical, luxurious warmth on cold days. The "fan- blow" Wittie Steam Heater pours out heat, rapidly warming any room. The convection model is ideal for smaller areas. Made to answer a critical need for small heating units in homes, offices, farms, hotels and tourist courts ... the demand for Wittie Electric Steam Heaters is immediate, urgent ... huge! And the market will be primed still further by concentrated national advertising to consumers. Don't put it off ... prompt action now means sales and profits later. Write or wire today for full information.

LOOK AT THESE FAST SELLING FEATURES: Automatic safety shut -off Fan -blow and convection models 2 -stage heat regulator Clean steam heat... healthful and safe Portable ... luggage design ... light No danger of fire or burn in weight. Heats room in a few minutes Compact ... 21!.P long, 17" high, 7 %" Costs but a few cents a day to operate wide Operates on AC and DC current Honeycomb core radiator Finished in three attractive colors

WITTIE MFG. & SALES CO. 1414 5. Wabash Ave. hicago 5, III. Branch Offices and Representatives in New York, Kansas City, Los Angeles and Detroit

RADIO & Television RETAILING October, 1945 13 www.americanradiohistory.com more efficient . . . in miniature

shorter elements they are more rigid ACTUAL SIZE The early camera addict had to be both patient and and their lesser mass makes them rugged. He carried a bulky camera in one yellow less prone to distortion as the result of vibration. stained hand and a case containing his plates, Now, as new radio sets and other Electronic tripod and cloth in the other. He would laboriously devices come on the market, miniature tubes, as "set up," struggle with focusing and try to keep well as the older type tubes, will be needed for subjects still for long time exposures. Compare service purposes. TUNG -SOL offers radio parts the size of his equipment, his efforts and the results Jobbers and Dealers a dependable source of sup- he obtained with those of the user of the modern ply for tubes to service every type of equipment. camera. Yet the pocket camera of today is no better example of greater efficiency in miniature than is the TUNG-SOL modern Electronic Tube. In most high frequency circuits TUNG -SOL miniatures function far better than the larger conventional tubes. Because of E L E C T R O N I C T U B E S

T U N G - S O L L A M P WORK S I N C . , NEWARK 4 , NEW J E R S E Y 13( Also Manufacturers of Miniature Incandescent Lamps, All-Glass Sealed Beam Headlight Lamps and Current Intermittors 14 RADIO & Television RETAILING October, 1945 www.americanradiohistory.com Yes, the great day is coming soon when the people of your community will flock to your store to get the story of the

SENSATIONAL NEW RADIO AND PHONOGRAPH

DEVELOPMENTS FROM PHILCO, THE LEADER

RADIO G Televdsion RETAILING October, 1945 15 www.americanradiohistory.com READY- FOR -_ QUICK DELIVERY -

It Means Extra Profits to Portable Phonograph Dealers

Experience in producing tens of thousands of fine instruments for America's Armed Forces has resulted in the creation of instruments of a quality previously unknown.

These superb Post -War model Musitrons are available NOW for quick delivery -in plenty of time for your Holiday trade.

Eight splendid models, designed and priced to appeal to all types of your customers. Everything from hand - wound models to fully automatic record changers.

We are now setting up our sales organization and are looking for aggressive Dealers and Distributors.

If interested in Distributorship, Dealership, or Jobbing proposition, write, wire or phone today.

L. M. SAND " ICK ASSOCIATES Manufacturers of Sound Equipment 223 West Erie Street Chicago 10, Illinois Telephone DELaware 1290 16 RADIO & Television RITAILING October, 1945

www.americanradiohistory.com TURNER Microphones

present a /Vet, concept in microphone application THE TURNER 1LLTOoS

C. HAGS iTF01., iNDLISTRIAL 7, I .ER. ROCKFORD, ILLINOIS

LAZING new t-ails in the field of practical they incorporate all those sound engineering principles microphone applicatioi, Turner introduces the Color - which have won Turner's world -wide reputation for tones.... New Crystal and Dynamic Microphones in faithful performance under difficult acoustic and climatic a choice of rich color :finishes. Conceited to meet the conditions. Now in the final stages of manufacture, demands for functions color, their spackling, stream- will available soon. Write today lined beauty blends with modern electr,nic communi- Turner Colortones be cations equipment. Executed in toJgh. ugged plastic, for particulars and specifications.

THE TURNER COMPANY - Cedar Rapids, Iowa .. _ .JG CDV.0.1CP,IONS c.d Liecscdo under U.S.Patenta' of the American Telephone and Telegraph Company and t11ó Nestern Eloetnc Company, h,co,porete$ Cryatala 17oeontra mulct Petoutt of the rn.ah Development Company.

www.americanradiohistory.com The radios illustrated are only a few from the complete GAROD line, which includes portables, table sets, radio - phaeograph combinations, farm sets, AM, FM, etc. You'll sell them now when selling is easy -and you'll sell them later when competitior is keener -because GARODqualityand GAROD beauty are o naFaral go- getiing team. Starting with an extra -fast- selling group of table models, the GAROD lime will include all models competi- tively up to $350.00. Order From your local GAROD distributor now.

t4 S\

D RADIO CORPORATION 7C WASHINGTON STREET . www.americanradiohistory.com , DEVELOPMENT WAR-T1ME RINGS US A POST-WAR ACHIEVEMENT! ECTRONIC

7eß;

SIMPLE TO OPERATE -only I connecting cable - NO TUNING CONTROLS. HIGHLY SENSITIVE -uses an improved Vacuum Tube Voltmeter circuit. Tube and resistor -capacity network are built into the Detector Probe. COMPLETELY PORTABLE - weighs 5 lbs. and measures 5 "x6 "x7 ". Comparative Signal Intensity readings are indicated directly on the meter as the Detector Probe is moved to follow the Sig- nal from Antenna to Speaker. Provision is made for insertion of phones. Introduced in 1939 -1940 Signal Tracing, the "short -cut" method of Radio Servicing became established as the accepted method of localizing the cause of trouble in defective radio receivers. Most of the pre -war testers (including ours) were bulky and required a number of connections before the unit was "set for operation" and included a tuned amplifier which had to be "retuned" to com- pensate for signal shift. The new model CA -I I affords all the advantages offered by the prewar models and only weighs 5 lbs. and measures 5 "x6 "x7 ". Always ready for immediate use without the necessity of connecting cables, this amazingly versatile unit has NO TUNING CONTROLS. I. FOR Essentially "Signal Tracing" means following the signal in a radio receiver NOW ''' and using the signal itself as a basis of measurement and a means of AVAILABLE locating the cause of trouble. In the CA -I I the Detector is DELIVERY! Probe used to follow the signal from the antenna to the speaker - with relative signal IMMEDIATE in o a intensity readings available on scale the comes housed the of meter which is calibrated to CA -II a Model wooden cabinet. permit constant comparison of signal intensity as the probe is moved to The -rubbed and hand test leads follow the signal through the various stages. I beautiful Probe I Complete with . instructions. $1 o NET 8 PRICE

order ocalrÌbber, place Your If your Please wn parts i obyou kindly }e distrbute rodio P y who do order di. cannot sup our state l ants or send your S our instrum e4u!° us. rectly to Dept. RT., 227 Fulton St., New York 7, N. Y. In

RADIO & Television RETAILING October, 1945 21

www.americanradiohistory.com Be FIRST in TELEVISI N with VIEWTONE! cv/e

. with low -cost television. Receivers priced at approximately $100 - Television for everyone!

... with its offer to dealers of a well balanced line of radios, combinations, record players and television sets embodying postwar engineering marvels, brilliant new design, cabinet beauty, amazing tone, and sensational price structure.

(f,r4e .. with the announcement to the public of definite plans for production of television receivers for the mass market, incorporating all advance features possible at low cost -as well as the fu11 story on the rest of the line.

(f,t4e The photograph shows a small part of the enthusiastic audience of over 6000 people who saw a performance demonstration of VIEWTONE LOW PRACTICAL in . . with a public "mass demonstration" of its entire COST TELEVISION a New York department store. Public acceptance was terrific. People wanted to buy right then and there. VIEWTONE TELEVISION line, including "$100" television. proved itself at its first presentation to the public.

Get your share of immediate sales - big profits from the View tone line. America's most talked about Television and Ro u Sets

gke I; c' WRITE FOR THE FACTS TODAY 1; For/ VIEWTONE COMPANY Office: 203 E. 18th St., New York 3, N.Y. Factory Site: B'klyn, N.Y.

22 RADIO & Talevislor RETAILING Ot-ober, 1945

www.americanradiohistory.com IV . F -...y__..

OF RADIO ROW

THROUGH THE N. U. EQUIPMENT PLAN SERVICE DEALERS A1Frild 011010-VI0E0 .1 la r1fC/RONIC fvrvir RECEI 5D 60,000 PIECES OF FINE TEST EQUIPMENT

Since 1930, National Union has been the only radio tube and parts manufacturer whose entire merchandising program has been designed 100% to support the '`service side of radio row' exclusively! You know how the N. U. Equipment Plan brought 60,000 pieces of the finest test equipment to radio service dealers - free! You know how N. U. national and cooperative advertising, promotions, literature, displays and other business -builders helped dealers and jobbers prosper.

AFTER THE WAR ... Count on National Union for even more help . . a wider MORE THAN BEFORE! selection of tubes and parts, even better equipment deals, power-

ful new merchandising plans, more technical service information . . . to make business prosperous for all "on the service side of radio row "! NATIONAL UNION RADIO CORPORATION NEWARK 2, N. J.

Transmitting, Cathode Rar, Receisrng, Sp bes Condensers Volume Contra

RADIO Cr Television RETAILING October, 1945 23

www.americanradiohistory.com IT'S engineering that counts these days -and it's engineering that Sprague Electric Company gives you in fullest measure! From the smallest Sprague tubular or Atom replacement type to unique, giant capacitors developed for difficult war services, you'll O *VITAMIN Q. This unique impregnant find Sprague engineering leading the way in assur- is Sprague's answer to high -voltage, high -temperature problems. Although small in size, Vitamin Q Capacitors ing such essential characteristics as greater depend- operate satisfactorily at thousands of volts at ambients ability in smaller size, longer life, and outstanding as high as 105° C. Leakage resistance at room temperature is 20,000 megohms per microfarad -at least five electrical performance. times better than that of previous types! The three exclusive Sprague developments shown here are typical of many that have played a big part in helping Sprague become a FIVE TIME WINNER of the coveted Army -Navy "E" Award. And they're typical of the kind of engineering that goes into every Sprague Capacitor or Koolohm Resistor that leaves the plant ! O GLASS -TO -METAL SEALS See the Sprague Trading Post Under this exclusive Sprague method, glass capacitor bush- ings are welded directly to the metal container. Advertisement on Page 118 On certain Sprague Koolohm Resistor types, the units are encased in glass tubes which are then processed to the metal ends. The resulting seals are leak- proof, shock -proof, humidity -

proof and fungus -proof !

SPRAGUE PRODUCTS COMPANY *CEROC 200 North Adams, Mass. O Much electrical equipment (Jobbing Sales Organization for Products of the Sprague Electric Co.) can now be designed for 200° C. continuous operation, thanks to Sprague CEROC 200, a Class C flexible ceramic insulation for wire. Smaller equipment can be designed to do bigger jobs.

SPRAGUE *Trademarks registered U. S. Parent Office

CAPACITORS FOR EVERY SERVICE,

AMATEUR, AND EXPERIMENTAL NEED

24 RADIO O Television RETAILING October, 1945

www.americanradiohistory.com a --gfp.e/d rouim rPr rrrd4

Backed by Powerful Consumer Advertising . I In leading, big circulation magazines in on this outstanding sales- stimulat- I - American Home, Liberty, House ing publicity. If you want a complete Beautiful, House and Garden, Red- radio line, including midgets, port- book, Cosmopolitan - Howard con- ables and other popular radios and l sumer advertising is selling your phono- combinations that will bring I prospects on the new Howard Radios. you the cream of sales in your terri- ' All over the nation, Howard fran- tory, write for the name of the near- chised dealers are getting set to cash- est Howard distributor. Acouslicolor Tone -a new Howard refinement for your listening r pleasure -the exclusive electronic development that makes it possible to recreate the tonal balance, beauty and brilliance of the finest music right in your own home. HOWARD RADIO comPnn Pioneers In FM Radio 1731 -35 Belmont Avenue, Chicago 13, Illinois

i2e'eferej &/(r4il ("-ffe4,40 artfelre

RADIO & Television RETAILING October, 1945 www.americanradiohistory.com always have "Singers a favorite critic mine is a " RECORDING! PRESTO

it with than hearing my work voice check on tenor no better of the famed know of Downey rams trans' "I says Morton -Cola prop own ears, Coca - my of my clear repro have each its fi ne, why I _with basis "That'sThat Recording a reliable jfeelthataPrestoR tones gives me cribed to musical dnetion and fidelity is used ent: , equ'l'equipment imp rovem and transcription Schools, for recording, to coast. Presto sOUnd from coast to stations depend on Presto too, major broadcasting is easy to by organizations,g Recorder and business A Presto collecolleges and personnel. it's a precision In short, train students usage results. help up under hard superior operate. It stands produce consistently ent designed inform ation Write for complete

PRECOR CORPORATIONN.Y. RECORDING York 19, Street, New West 55th in Canada 242 j)mrn,. 1, II.. ltia1u,l P.

WORLD'S LARGEST MANUFACTURER OF INSTANTANEOUS SOUND RECORDING EQUIPMENT AND DISCS 26 RADIO & Television RETAILING October, 1945 www.americanradiohistory.com PSLE!

Production vacuum checking of Marion Glass -to -Metal Hermetically Sealed EleatrÎcal Indicating Instruments is no haphazard operation ... After sealing in our dehydrating rgoms, the instruments are submerged in glass jars which are partially filled with alcohol. A vacuum of

25 inches is drawn in accordance with newest JAN -1 -6 specifications. During the test we watch 'for . G air bubbles - no bubble means no trouble. Spot checks for a period of four hours are made 29 inch vacuum. S ï

The testing apparatus, illustrated above, is a Marion development, and demonstrates our sincerity of ;.A purpose in producing hermetically sealed instruments. We take nothing for granted - we neither suppose nor assume. Because imperfectly sealed instruments entrap condensation, we make certain that every hermetic instrument bearing our name is - perfectly sealed. Marion Glass -to -Metal Truly Hermetical) o 21/211 and 31/211 Electrical Indicating Ins,

For complete details MMARION ELECTRICAL INSTRUMENT CO, regarding a Marion MANCHESTER NEW HAMPSHIRE Franchise, write to our Jobber Sales Division. rew.Jobber SolerSoles oi.,..Division n.n.rz.iElertrIral Instrument mnnwn.oDIslributing Co 45$ BROADWAY NEW YORK. N Y.

RADIO & Television RETAILING October, 1945 27

www.americanradiohistory.com Boost radio sales with Telechron Selectors

HERE'S a double -duty timer to give your radio receivers 15- minute period by flipping out one of the 48 keys around the extra appeal needed for successful post -war selling. the large, legible clock dial. Keys are automatically reset It's much more than an absolutely accurate electric to "off" position after timing periods are passed. Pro- clock It turns on the set automatically at any pre- grams can be selected 10 hours in advance. selected time in the morning to waken the owner with The C -28 Telechron Selector is only one of the full musk. It switches the set on for favorite programs dur- line of automatic timing and control devices we can sup- ing the day and evening -then shuts it off at bedtime. ply for the sets you're now building or planning. All The cost to set makers is remarkably small - less use famed Telechron movements and self-starting syn- than $4. Installation expense is low, too. Volume pro- chronous motors for accuracy, dependability and long ducers are already choosing it for moderate -price sets. life. Radio listeners will like the Telechron Selector's easy For full information about the C -28 Selector and finger-tip control. There are no knobs to turn and no other Telechron timers, wire or write Automatic Control difficult calculations. Programs are selected for any Division, Dept. M.

HEG. U. S. PAT. OFF.

WARREN T E L E C H R O N COMPANY A S H L A N D , M A S S A C H U S E T T S 28 RADIO Cr Television RETAILING October, 1945 www.americanradiohistory.com THIS IS A GOOD TRICK- IF YOU CAN DO IT

FRANKLY, we're not even tempted to try. This experience, coupled with precious wartime experience in the manufacture of delicate We won't straddle several "horses" in the race materiel for America's armed forces, may well for the radio -buying public's favor. serve as a guide to the finest in small radios.

Our business is small radios and small radio - Made right, designed right, priced right - phonographs exclusively. Our principals are TELETONE radios will embody every worthwhile long on experience in the small radio field, feature plus several new and exclusive ones having been identified prominently and actively born of our intensive wartime research. Every- with the greatest developments in that field thing, that is, to establish TELETONE as the first during the prewar era. name in small radios!

TELETONE

R A D I O T E L E V I S ! O N F M

TELETONE RADIO COMPANY 609 WEST 51st STREET, NEW YORK 19, N. Y. Producers of Small Radios and Small Radio- Phonographs Exclusively

RADIO & Television RETAILING October, 1945 29 www.americanradiohistory.com i..

MediumDuty Powér Switches

BUILT to meet the exacting standards set up by Old Man Centralab ... these already famous Medium Duty Power Switches are now available at your jobbers in single or multiple sections up to 6 sections. Ideal for transmitters, power supply converters and special industrial and electronic uses. Rated at 71/2 P1tiod Vorioble Resistors amperes at 60 cycles, 115 volts. 3 pole, 5 positions Switches Selector 1 Ceramic CoPocitors ... or pole, 17 positions or 18 positions continuous e Voriobl, Fixed ono tnsulotors rotation ... shorting or non -shorting contacts. Steatite g ut ono Mico Silvercapacitors. ton -tYPe Write for Bulletin 815.

Division of GLOBE -UNION INC., Milwaukee

30 RADIO Cr Television RETAILING October, 1945 www.americanradiohistory.com IN THE RACE FOR PUBLIC ACCEPTANCE...

be out end'X»0 will leaders with the in f,t

Thanks to unsurpassed manufacturing facilities plus million dollars! Leading dealers all over America - production "know -how" gained in building more radio dealers who know radio and who, after looking at the equipment in a single year than the industry's greatest facts of what Bendix has to offer, have signed "The prewar home set dollar output, Bendix will be one of Franchise With a Future." The starting gun has been the first major producers to ship its postwar models to fired and if you, too, want to tie up with a leader write dealers. Backing Bendix Radio dealers will be a national direct to Bendix Radio Division, Baltimore 4, Maryland, advertising and merchandising program of well over a for the name and address of your distributor.

BUILD BEST WITH BENDIX . . . FOR PRESTIGE . . . PROFITS . . . PERMANENCE!

PRODUCT OF 7Wi.éi i BENDIX RADIO Pneisit . e// AVIATION/ CORPORATION 1

RADIO tr Television RETAILING October, 1945 31 www.americanradiohistory.com \

piiMetasollli sore nnnnllleliI-11i IMMhk9Miai 1 PaIANHIIInnnnnnl r nnnnnrlllnnnnrinli nnnnnnrunu HI 11111 nn -In 1r111/ 1 111 111 III1 1111 III 1111 P P P P P I I I I! u I I I I 1111 1111 III 1111 III P P P F P 1111 IIII11i1 Ill r IIII IIl'IIIII III P r 111 I1 II11 r t r GI6;07 11 r r r r ¡ Ì II l'11 I 1' i Ì Hit 1 1 or e r r -Hi r i r e RNC i I r r FRAiyceyssE r r r r TE i i i f r alas'

qeaz what tlery'le eayúay aFwut the new FARNSWORTH LINE!

No wonder they're enthusiastic! Farnsworth's new in their praise. And delighted, too, with the line of radios, phonograph- radios and phonographs Farnsworth Selected. Dealer Program. is a positive sensation! We're sending the Farnsworth show to every Every one's a stand -out! From the smart "idea" distributor point in the country. Farnsworth Fran- cabinets in the smaller models, to the truly modern chised dealers who have yet to see it have "really and the graceful period designs of the floor models! something" to look forward to -and when they Those distributors and dealers who've already do, will, more than ever, be glad they signed with seen the Farnsworth "streamlined" line, are loud Farnsworth.

TELEVISION & RADIO CORPORATION FARNSWORTH FORT WAYNE 1, IND. Farnsworth Radle and Television Receivers and Transmitters. Aircraft Radio Equipment Farnsworth Television Tubes Halstead Mobile ^,mmunications Ina -traffic control áystems ror .call and Highway the Farnsworth Phonograph -Radio the Capehart the Capehart- Panamuse

32 RADIO Cr Television RETAILING October, 1945 www.americanradiohistory.com There's a BIG market waiting for

ACOUSTIC AND ELECTRONIC PHONOGRAPHS

When Phonolas are again available (and we're promising you it will be soon!) you'll find a big demand for the musical joy they will bring. Sell Phonolas for Recorded music was never before APARTMENTS so popular ... tone reproduction never before so important to listeners - and that makes Phonola a "natural" to build your sales volume and profits. The new Phonolas will be better than ever -the result of our wartime experience with sound reproduction systems and our rich background of 29 years as America's Sell Phonolas for leading manufacturers of phonographs. PICNICS In designs, in tone quality, in dependable workmanship, the new Phonola line is the finest you can offer to your customers.

._vssa.

c nJ for many other uses! COMPANY T CO wA RS ßNtáTEü,NEY MINNLS07A ¿astern and Export Sales Office 17 E. 42nd Street, New York City, VA. S -2079

Midwestern and Western Sales Office 224 S. Michigan Ave., Chicago, HAR. 1880

RADIO O. Television RETAILING October, 1945 33 www.americanradiohistory.com Soon you'll be able

to offer a

STROM BERG- CARLSON

1 for the Máin Radio

in any honte

IMMI. PIS/ EM Pt

proving more than ever

there's nothing

finer than a

Stromberg- Carlson

New Stromberg- Carlson models, and new Stromberg- thirteen leading magazines during 1945. Ask your Carlson prices soon to be announced, will place some Stromberg- Carlson distributor for details of the very type of Stromberg- Carlson within the reach of prac- favorable Franchise Agreement now being offered, or tically anyone desiring a fine musical instrument for write us directly. For Stromberg- Carlson is: the main radio in his home. This main radio may take - the important radio unit the form of a simple table model, a handsome console, the radio unit carrying real profit or a magnificent radio -phonograph combination, for, - opportunity the radio unit with easy -selling public whatever its type, there's nothing finer than a Strom - - acceptance. berg- Carlson. Become an Authorized Dealer now. Then make the Take advantage of Stromberg- Carlson's widened Stromberg-Carlson the main radio in your showroom, market, and the increased demand spurred on by vigor- and build your postwar business tight around the ous advertising with some 475,000,000 impressions in Stromberg-Carlson main radio theme. STROMBERG- CARLSON ROCHESTER 3, N. Y. RADIOS ...RADIO PHONOGRAPHS ... AND TELEVISION

34 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com Established in 7922 as ELECTRICAL RETAILING

Alr C2

Including Radio and. Television Today

O. H. CALDWELL, Editor * M. CLEMENTS, Publisher * 480 LEXINGTON AVE., NEW YORK 17,N.Y.

A Good Time to "Clean House"

Recent talks with leading distributors and erately stocks the merchant with out -moded retailers have been gratifying. models, is ruinous to the retailer and ruinous to his own business. We see a definite and earnest trend toward better understanding and better business The wholesaler who gives greater dis- practices between the independent retailer counts or more liberal credit terms to "pets," and the independent wholesaler. is cheating his other customers. Many of the country's prominent jobbers The jobber who sells "retail" at wholesale are pledging themselves to put into effect prices is playing into the hands of the certain much -needed reforms. Leading re- "chains "; robbing the dealer of business that tailers are announcing that they will strive could be his. to maintain better relationships with their distributors. The retailer who fails to keep payment promises to the jobber is cutting his own throat. When he makes unreasonable re- This healthy desire is as encouraging as it quests to the jobber to "take back merchan- is refreshing. dise," he cannot expect to continue in the good graces of the wholesale house. Better future relationships between the jobber and retailer will cut down dealer Dealers and distributors who fail to live mortality rates and will make more money up to franchise and territory agreements are for the wholesaler. Co- operation and un- making room for other merchandising outfits derstanding between these "first cousins" in to "chisel" in. merchandising will perpetuate their exist- ences as necessary cogs in our economic structure. Distributors and dealers know the type of in order to make busi- Employment of chiseling methods, chi- poison to administer it to be unprofitable canery and financial finagling between the ness sick -they know They know the right two will be just what the "chains" and sim- and unsatisfactory. keeping business healthy ilar organizations would have made to order medicine to use in for the independents - financial loss and and wealthy. chaos in general. The honest decision on the part of the use med- It's a good thing to face the jobber and retailer to issue fairly and squarely in this icine instead of poison is a wel- the day of comparative lull become one. It is a sign that tween dribbles of merchandise "independents" are big enough now and the great flood of ra- to see their past faults -are about dios and appliances coming to- willing to do something morrow. correcting them in order to secure a better, happier and The jobber who "overloads" more profitable era in selling the dealer; pushes the sale of radios and electrical appli- slow - moving items or delib- ances.

RADIO Cr Television RETAILING October, 1945 35

www.americanradiohistory.com RADIO, Electrical Appliances,

RADIO- APPLIANCE "TIME- TABLE " -Radios will REFRIGERATOR PRODUCTION still being stock- reach pre-war rate of output by Xmas, but so great is piled for essential uses. Dealers are expected to have demand this may seem a mere trickle in meeting dealer some models for general retail sale sometime next needs-Refrigerators, in good production, but being month (November). "stock- piled"- Freezers, farm and home, in good production- Washers, not nearly enough to go 'round till CAPTIVE BALLOON AS TELE ANTENNA being after ist of year -Ranges, fair supply soon -Cleaners, tried out by Crosleÿ s experimental station W8XCT fair supply soon -Hand irons, supply should increase from studio atop Cincinnati's 47 -story Carew Tower. rapidly from now on -Small appliances will ¢e on dealers' in shelves increasing quantities before Xmas. MORE HAMS -OLD AND NEW -It is expected that the post -war period will develop a new crop of LITTLE INTEREST IN SHORT -WAVE bands on "hams" that will double the pre-war figures of licenses home sets right now, say dealers, despite fact that and sales. So far there is no indication of radical recent wars should have stepped up desire by set own - changes in the designs of ham sets. It seems, however, ners to be able to hear from foreign lands. Appar- that only one of the manufacturers of communications ently, many are satisfied with re- broadcasts they receivers has grasped, and profited by, the psychologi- receive. cal effect of having a low- priced set for beginners, followed by a series of models that step up the specifications and price gradually with the mental and financial TRENDS IN NEW SETS by -pass tuning "gimmicks "; growth of the "ham." soft -pedal pushbuttons as features. Better tone, more volume without too much dependence on antenna; HOW TELEVISION WORKS: Television itself will simplified, cleaner circuits and conservatively designed probably get first crack at showing of Army Signal cabinets being featured in first peacetime home sets. Corp film, "This is Television." Designed for showing to Army personnel, it takes viewers inside studios, explaining in lay language all phases from transmitter "SAMPLE ONLY-DO NOT SELL " -That's what some manufacturèrs to receiver. Our Editor is the narrator, and shots and jobbers are telling the deal- Dr. ers who are receiving one radio include Gen. David Sarnoff, Gilbert Seldes and or appliance. Retail- Zworykin. ers are told that shoppers will make all sorts of bids Vladmir to buy the display item. "Take an order, but hang onto your only demonstrator," is the advice to EUREKA CORDLESS IRON is now coming off the retailers. lines. Production started the end of September. Initial delivery is due very soon.

CHICAGO'S ELECTRIC ASSOCIATION is spon - soring a postwar electrical appliance and radio show in the entire first floor showroom of the Commonwealth Edison Co. The event will run through the month of October -possibly longer. Sell for You POCKET -SIZE RADIOTELEPHONE for civilian use which will sell for about $25 and will be about six SALESMAN SELL THYSELF -According to the Na- inches long, weighing a half -pound, will be placed tional Assn. of Music Merchants, radio -music stores on the market within a few months, Richard Mahler, all over the country should offer opportunities to re- vice -president and general manager of the Harvey - turning vets as salesmen. Stating that "we know the Wells Communications, Inc., Southbridge, Mass., has stores need new young blood in their sales work," announced. Device, it was stated, will be effective William A. Mills, NAMM executive secretary, urges for distances up to three miles. the sales- minded vet to "sell the merchant that he needs another salesman and that that particular G.I. is his `guy.' " TUBES IN NEW SETS -Tubes to be required in the new radio sets with FM bands and television recep- PHILHARMONIC RADIO CORP. WILL RE- tion, compared with pre -war sets, are estimated by ENTER the home radio manufacturing field, Zeus Raytheon's L. K. Marshall: Soucek, president, reports. Firm will make receivers Number for other sources only and plans no distribution of its of Tubes own. Sets will have either private brand label, or Phil- Pre -war radio set in $50 retail price range 6- 8 harmonic's, and retail at $50 to $175. Initial produc- Comparable new set with FM band 8- 9 tion, to start about November 15, includes 5 models. Low -cost television set 18 -20 Future plans call for return to pre -war set -up, and for High -quality television set with FM band and manufacture and distribution of .sets retailing near record changer 25 -30 $r,00ò.

36 RADIO Cr Television RETAILING October, 1945 www.americanradiohistory.com C Records, and Television, TODAY

RETURNING GI's MOSTLY WANT JOBS-Sur- 530,000 AT RADIO MFG. PEAK Confirming our veys of mustered -out servicemen show that two -thirds own statistics issued early in 1945, WPB's Harold are looking merely for jobs -jobs in the same lines they Sharp now officially estimates "over 500,000" as the formerly worked in. Only one -third, however, expect peak of radio employment at that time. By July 1, to return to former employers. A bare io per cent he said, the total had fallen to 470,000. Of this num- want to go into business for themselves; about same ber, 335,000 were employed by "regular" radio manu- percentage plan to buy and operate farms. Earnings of facturers. Mr. Sharp also confirmed our own statis- by radio $200 to $250 per month is job bracket most generally tical estimates of pre -war employment asked for. manufacturers at about 110,000.

TELEVISING CONGRESS - The House of Repre- sentatives has granted first definitely -assigned posi- One would think the clones' tion for television cameras to NBC, whose cameras - would buya Clothes Dryer motion picture and television -will be placed alongside cameras of the film companies, in the House gallery. Position assigned NBC "mikes" is to right of clock in the gallery, directly facing the Speaker. Thus all activities on House floor will come clearly within focus for NBC television broadcasts.

CLOTHES MAY MAKE THE MAN but they don't Now l'll live always dress up the landscape. "The aesthetic value of to an old - but the rear verandas overlooking a landscaped courtyard by hang- not ripe -age at 100 Lanark Road is not enhanced washing ing from clotheslines,'% ruled Judge Donahue in Suffolk (Mass.) Superior Court, as reported in Boston Herald. "Smart work by clothes dryer propagandists," suggests William Shaw of American Washer & Ironer Mfrs. Assn., Chicago. DEVICE WHICH IMPROVES EGGS is a high -frequency machine for sterilizing eggs, under development at the University of California Farm, at Davis, Calif. WOULD AFFECT DISCOUNT RATES -"If manufac- In principle, somewhere between radio and diathermy, turers need increases over their pre-war prices because the device uses oscillations that cook an egg hard in their production costs have risen so much that there about 9 minutes, but with only a ten -second exposure, is no reasonable prospect of profitable operation, we the egg germ is killed, giving better keeping quality; will continue to make sure that those increases are certain bacteria on the shell are also destroyed; the absorbed wholly or partially by wholesalers and re- egg's albumen is slightly stiffened, so that when broken tailers."-OPA's Chester Bowles. in the pan, the yolk stands out above it. If brought to a commercial stage, the machine probably would improve keeping quality, and appearance of eggs, and fit alarm was created in with roil preservation. Experts are not ready to THOSE 268 LICENSEES -Some make claims. in the industry by recent newspaper announcements that RCA now has 268 licensees to manufacture radios. This figure of course applies to the total number of BROADCASTING 25 YEARS OLD-Next month the licensees for manufacture of transmitter equipment, radio industry will complete 25 years of broadcasting. commercial apparatus, sound- recording, sound -studio It was the November election -night of 1920 that pio- apparatus, and theatre equipment. The number of radio neer KDKA went on the air to announce President receiver licensees is now 108. Harding as the winner. A few home receiving sets had been especially manufactured by the Westing- house company, and these, tuned in around Pitts- SALESMEN PSYCHED -One large appliance maker is burgh, picked up the first newscast that eventful using the most up to date psychological methods in November evening. RMA and NAB have recently selecting its salesmen who are to introduce its line. been working on plans for celebrating this 25th anni- A special question and answer form is required to be versary; meanwhile in November radio dealers can filled in by the applicant and this is then submitted feature the occasion in their own show -windows, us- to the psychological corporation which charges $10 ing early pieces of radio equipment as centers of dis- per head for advising whether applicant is suited for plays, with suitable explanatory placards. job.

FOR LATEST ELECTRICAL APPLIANCES, SEE PAGES 44, 45, 46, 47

RADIO Cr Television RETAILING October, 1945 37

www.americanradiohistory.com - ¡` extit`CatepCE Co. CL pepE1A 1E l EVECj\n1CAE t 4 4 1``E.

SMISNS p,N S'"EET N O

avv ae ou. -me ,Na". to ea5011, ,Desc Y bolidaY delirerY the YYOU 1 °r SOT entitle ft is ready sbes u+ill ui tu hich this Si with bed certiftcate t°ben tbis nntif y)'ou You teitb et t,ili ('yeseut` ,te"' is available. as as

Get "Chips" Off Xmas Customers' Shoulders Adroitly, "Pain- lessly." There's a Job Ahead, with Not Enough to Go 'Round.

Many Shoppers Have "Shortage-Neurosis"

One of the first and most impor- playing and appliances working, and thing." Instead of pursuing this tant things the independent retailer by and large their services have been out -of -date wartime alibi, the mer- must do now is to get that chip off appreciated. But they have fallen chant should stress the merits of the the customer's shoulder. heir to some of the ill- feeling on the cleaner; the fact that it contains no But he can't knock it off ! He must part of the people. Though the ill- "ersatz" materials, and the remote get it off adroitly and "painlessly." will generally felt toward all mer- possibility of later models in the near With the return of merchandise chants on the parts of some consum- future. to his shelves and showroom floor, ers may not be merited by the While most consumers will be will- the retailer will be brought face -to- radio -appliance merchant, he'll have ing to take pre -war merchandise, cer- face with a totally new sort of con - to bear a certain amount of it. tain numbers will not, and there will sumer-a consumer recently in the be a considerable number of prospec- throes of "battle- fatigue" in the fight Use Tact With Consumers tive purchasers who will express to obtain the commonest necessities Acting upon the safe premise that themselves as "willing to wait." of life. his customers will be "touchy," to say Salesmanship will have to be em- "Shortage- neurosis" is a very real the least, the dealer will want to ployed in selling many radios and consumer affliction. This condition avoid all pitfalls associated with sell- appliances even in this "seller's mar- has brought about in many people ing the first merchandise. ket." The smart dealer is not so an embittered and skeptical feeling Since it seems doubtful at this much interested in selling merchan- toward all merchants. time that he will have enough mer- dise he expects to get some time in chandise to satisfy the demands which the future as he is in moving the Some Good -Will Lost will be placed upon him between now stock he has presently on hand. As ive have pointed out in past is- and Christmas, the dealer must plan sues of this publication, radio and to handle this emergency skillfully Need for Salesmanship appliance dealers have, for the most and intelligently. Merchandise must be attractively part, placed themselves in strong and The customer who offers objection shown and skilfully demonstrated by wholesome positions with consumers. to a pre -war vacuum cleaner, mustn't the dealer. All efforts must be made These dealers have kept radios be told that he's ducky to get any- to sell those customers who express 38 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com reffirP'

used to insure future business. There will be more shoppers than merchandise this Christmas season. Skilful salesmanship must be

a desire to "come back when you have more models." Such shoppers and pur- RTR DEALER HELPS FOR CHRISTMAS BUSINESS may walk out of one store chase forthwith in another. Plan show window displays. Sart installing them right after Thanks- Optimism and courtesy must pre- giving and change at least once a week. vail in the store today whose owner expects to sell the "chip -on- shoulder" A few suggestions: Mass displays of minor appliances. featuring prices customer. Great care must be exer- -attractive displays of Forge radios, appliances- miniatu!-e village back- cised when supplies have been ex- grounds or foregrounds, made by dealer -outside trim around dhow hausted. The "better- buy -this -it's- windows made of real evergreen branches, laurel, etc. -motion in window. the- best -you- can -get" attitude is one such as electric train with track winding in and ou+ of various displays- to be avoided by the smart merchant. unusual lighting effects, using flasher buttons, tree strings of l'ights, etc. Optimism must be employed in customer who makes In- window ciecorated Xmas trees Reep butts in water) -frost effects dealing with the consistent efforts to buy something on windows (use Epsom ;alts saturated in stale beer) -background of the merchant repeated'y in- crepe paper, wreaths-use fireprooi cotton to cover pedestals, s?aads, etc_ from - quiring "when do you think you'll Many dealers will meet competition in Xmas tree light business be have such- and -such refrigerator ?" the five -and -dime's, etc., through (1) Featuring high- qualìity outfits only. the tic 1_fttote (2) Offering free testing service on customer's old strings. (3) Through Optimism offering to dress customer's living trees, doorways, etc. Large profits it "Soon, we hope. Any day now. tree light business sales and service. Don't over -buy. If you are near a We'll try to find out definitely for supply house, purchase Xmas tree light stock on a day -to -day basis. you within the next two days, etc., are much better phrases than gloomy are very important. They help keep the customer In -store decorations predictions, conversion - problem ali- decorated show -case c in a holiday shopping mood. Garlands, wreaths and bis or crying to the customer that his and display pieces give your store the desired Xmas atmosphere. suppliers are playing favorites. To facilitate handling the Christmas shopping rush, arrange stock so To deal with today's "shortage - that you can get at it easily and gri :kly. Where space permits, packaged conscious" buyers, the dealer should from all items may be placed under display shelves, etc., beneath similar items, avoid the "shortage" angle conversation. Belligerency, whining Keep empty appliance containe-s, cartons and boxes, clean and in an and independent attitudes will prove attractive condition. If you do this, customers won't object to accepting sales -killing barbs. items on display if you are obliged to sell them when stock runs low. Cheerfulness, encouraging news (Continued on rage 96)

RADIO & Television RETAILING October, T945 39

www.americanradiohistory.com California Dealer Readies Establishment for Sales Rush with Small Outlay. Much Money Saved in Remodeling Store MODERN Store

One California dealer has a suc- hard work and a LITTLE money. the job. Dealer Urquhart, consider- cessful store modernization plan To accomplish two things -obtain ing the price too steep, rolled up his the chief "ingredient" of which is a first -class job and save money sleeves and did the job himself. ingenuity. - Norman Urquhart, 1227 Fourth . . . And all it cost him was Other constituents making up the Ave., San Diego, Calif., drew a set of $1,200! formula for readying the store for the plans and then called in a contractor. With a little paint, some lumber, coming sales rush, include LOTS of The contractor wanted $2,500 for chromium piping, and drapes, he has created a new store out of the old. Retailer Urquhart holds a few of his orders for goods while waiting for new merchandise to He has enlarged arrive at any moment. Deposits have already been paid for refrigerators, radios, ironers, etc. his display area 5o per cent merely by removing the old partition and putting the new one up 25 . feet to the rear. (The narrow store was only 50 feet long, but it is now 75.) The new rear partition makes an attractive service counter and display case, in addition to creating an unobtrusive spot for the office desk and small items shelf.

Displays Lessen Labor Urquhart is going after more sales business than ever before, and he definitely expects to get it. But having developed his business from scratch in 1937, he knows just how tough the competition can be. For that reason he has designed his store so that there is room for several salesmen and lots of display space. The display window is on the floor level so that heavy merchandise can be moved about by one man. Display shelves are flexible and can be easily moved from the front to the rear of PIPAXAS the store to make way for seasonal 4NS1lEKS promotion of heavy merchandise. CIEttNEltS Many Electrical lP'llAmCE;f Outlets CM:vt.ttiorfi.. Urquhart installed a multitude of

we w' cor1tAC1 , VMU ap.._ s.1 electrical outlets so that any and all = arrrva: of atx-i.e necl,rtòrse gw-C appliances can be plugged in con- 1YFiCiiGiatt&._. veniently. Another feature of this remodeling job is the use of plenty of light to accentuate the appliances. A dealer in only the best lines of merchandise, Norman is convinced that good radios and appliances deserve the best of surroundings.

www.americanradiohistory.com ,* Dealer Urquhart will soon raise the curtain on new merchandise, which he expects any day. Space is abeady provided. i The biggest part of the revamp=ng job was tearing out a partition and buiding a service counter 25 feet to the rear. Note built -in table appliance display.

W This is the store fron= as it appears after remodeling. Full leng-h display window permits better view of interior. Store floor and window display on same level is helpful by making arranging easier.

" LiANCES :

www.americanradiohistory.com Formula

is especially true at the present time. Murphy feels that with quantity selling and a fast stock turnover rate in sight, he can show a greater profit at the end of the year by taking advantage of the discounts offered by paying cash. Discounting his bills has also helped the store's owner in other ways. For example, it has helped to build a better relationship between radio- appliance distributors, manufacturers, and his firm. In addition to paying cash for goods bought, the store finances its own consumer installment paper as far as it is able. With consumer installment buying on a large scale predicted by many merchandisers, however, Murphy may get more assistance from finance companies or banks in the future. Profitless home demonstrations are definitely out, this merchant declares. "Almost without exception, we will close radio and appliance sales on the floor," Murphy asserted. "Demon- strations away from the store which do not result in sales mean more expenses and less profit for us. We do our best to discourage home trials Retailer Murphy selling a customer new apptiances. He follows up saves with good service. on appliances."

Electrical Dealer Cuts Costs, Increases Sales. Gets EXTRA CASH by Careful Buying and Selling.

Smart merchandising plus good larger earnings from sales is fact, The firm has its own method of service is a successful recipe for elec- not guess -work with this dealer. This handling those who canvass every trical appliance selling. Add to that is how he is doing it. appliance store in town before buy- means of keeping costs down to a ing. This is the establishment's tech- minimum and the result is: HIGHER Discounts His Dials nique in "screening" shoppers who PROFITS. Purchases of new radios and ap- want home demonstrations, and who Henry F. Murphy is a live -wire pliances made by the store are paid later return the demonstrated appli- dealer who is keeping his selling costs for in cash. Murphy discounts all ances to the store: clown and his income up. This re- his bills. Gross expenses, thereby, When a prospective purchaser who tailer, owner of Murphy Electric are cut; the savings resulting from is unknown to the dealer enters the Co., r2 Riverside Ave., Bristol, buying on a cash basis are passed on store, his readiness to buy without Conn., is already practicing what he to the dealer. home trials is judged. Then the fol- preaches about increasing profits. With new merchandise starting to lowing sales strategy is applied. With appliances beginning to ar- fill the store -although slowly,, at Customer: "I like this washing rive, the store has started to put the first -discounting bills is an impor- machine. Will you demonstrate it squeeze on excess costs. Getting tant step toward pruning costs. This in my home ?"

42 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com for MORE PROFITS from Electrical Appliances

attract new ones, sonic dealers may and meets the problem squarely. An be forced to accept appliances in trade honest customer approach on this HOW DEALER MURPHY which will cut their profits. topic is the best one, this merchant Murphy pulls no sales punches in declares. CUTS COSTS dealing with the trade -in headache. The store's owner avoids profit - He grabs the trade -in bull by the tail (Continued on page 96) Discounts his bills

Finances some of his own install- Murphy's proposed floor plan. Center island will feature small radios and traffic items. ment paper

No wasted home demonstrations

"Screens" no -profit customers

Puts price limits on trade -ins

Does not cut prices REPAIR OFFICE ROOM HOW THIS RETAILER INCREASES SALES

Backs up sales with service IRONERS Fair distribution of new goods REFRIGERATORS Spends $1,000 yearly on advertising

Does large open account business

WASHERS Builds good -will constantly KITCHEN CABINETS Gives premiums to customers' children

RANGES Dealer: "Yes, we will." 2 TIER Customer: "That's fine. I'd like SMALL to see it in my home as soon as RADIOS APPLIANCES possible." DISPLAY Dealer: "Very well. What is your name and address? How much de- KITCHEN posit will you leave ?" CABINETS Customer : "Deposit? I want to try it for a short time and then decide. I thought you gave home demonstrations on appliances." Dealer: "We do; but you are going to buy? And if this appliance doesn't meet with your approval, we have others." is example The foregoing another WINDOW ENTRANCE WINDOW of how the store closes sales and DISPLAY DISPLAY chops selling costs further. Trade -ins, even now, may present a problem to radio -appliance retailers. i In order to keep old customers and RADIO & Television RETAILING October, 1945 43

www.americanradiohistory.com ELECTRICAL APPLIAN Presenting Manufacturers .%ewest

Sparton PORTABLE IRONER Estate RANGES Hotpoint DISHWASHER

Model 10. Roll size: 6" in diameter, The Montrose, model 616, below. Full - This dishwasher can be placed under 22" long; shoe size: 5" wide, 22" long; size, heavily insulated oven; light in any sink that has a single basin and overall size: 29" x 11" x 10 "; weight: ap- oven; single -dial oven heat control. working surface extending over cab- proximately 37 lbs. 6 -heat Bar -B -Kewer with extra -deep inet space. Automatic storage water Automatic operation of shoe by in- porcelain enameled pan. One -piece heater is on the right, insulated to pro- ternal mechanism. Control lever, fully work surface and mantel back; three vide a working surface not warmer than automatic and removable. Operated by other surfaces in the room. Edison Gen- touch of knee or hand. Instant roll stop - eral Electric Appliance Co.. 5600 West p.ng by pressure on control lever. Taylor St., Chicago 44, Ill. -RADIO & Television RETAILING.

Safety lever releases shoe from contact with roll, and tilts ironing shoe back to allow placement of clothes for hand 6 -heat surface units and 6 -heat electric - pressing. High shoe temperature ther- cooker. Utensil drawer; pedestal base; mostatically controlled by dial located white porcelain enamel finish with oz top center of shoe. Roll "free- white handles and switch dials. Floor wheels" either forward or backward space required is 38" x 25". Extra when shoe is released for arranging charge accessories include: automatic material being ironed. Sparks- Withing- oven time control with built -in cooking Hotpoint ELECTRIC RANGE ton Co., 2100 E. Ganson Ave., Jack- top lamp assembly; oven time control; Hostess model RB -17 shown. Equipped son, Mich. -RADIO & Television RE- cooking top lamp. TAILING. with automatic clock control and timer, The Sweetbriar, model 1703, below. vanity Venetian lights, indicating switch Heavily -insulated oven, with heat con- dials, 6 -quart Thrift cooker, and Calrod trol. Four Speedex high -low cooking Philco REFRIGERATOR heating units. The floor space occupied top burners (3 regular, 1 giant); Bar -B- is width 37 ", depth 25". Entire meal First postwar Philco model. Details Kewer; automatic top burner lighting; can be placed in the oven to be will be announced later by the com- utensil drawer; standard mantel back. cooked; when it is done heat goes off pany. Philco Corp., Philadelphia, Pa.- White porcelain enamel finish with and meal is ready. This range mod- RADIO & Television RETAILING erately priced. Not shown is a deluxe model, the

black handles. Floor space required: 267/8 " x 38". Extra charge accessories in- Hotpoint Masterpiece, model RC -8. This clude: window in oven door; deluxe range will have fully automatic clock mantel back with cooking top lamp and control timer, Calrod heating units and spring wound interval timer; front base Calrod Thrift cooker. Floor space: width strip. Estate Stove Co., Hamilton, Ohio 39 ", depth 25". -RADIO & Television RETAILING A range to sell in the lowest price 44 RADIO & Television RETAILING October, 1945 www.americanradiohistory.com RADIO %evrí x CES Section of RETAILING Devices for the home

class will be the Hotpoint Century, shelf area, 12 sq. ft. Production sched- Frigidaire REFRIGERATOR Model RC -15. Overall floor space is 37" uled for this Fall. Gibson Refrigerator Cold Wall 9, incorporating cold wall wide and 25" deep. Edison General Co., Greenville, Mich. -RADIO & Tele- principle makes it unnecessary to cover Electric Appliance Co., Inc., 5600 West vision RETAILING foods. Large super -freezer chest with Taylor St., Chicago 44, Ill. -RADIO & shelf type door. Freezes food, makes 12 Television RETAILING pounds of ice. Two glass- topped, sliding Westinghouse ROASTER Hydrators; all -metal trays with instant cube release; one double -width tray for Gibson REFRIGERATOR Electric Roaster with 18 quart ca- frozen desserts; full- width, adjustable pacity. Decorated with blue trim and Deluxe freez'r shelf refrigerator. Over- has polished aluminum top covers with all dimensions: height 61 15/16 ", width "look-in" glass panel, which enables 301/2", depth 27 5/16 ". Interior: height user to see food cook without lifting 39 11/16 ", width 235/8 ". depth 141/2 ". the lid. Equipped with oven dishes; one Net 7.14 cu. ft.; shelf area, capacity, for meat and two for vegetables. A 14.05 sq. ft. Scheduled for Fall production. Gibson Refrigerator Co., Green- ville, Mich. -RADIO & Television RE- TAILING

shelves; 17.8 square feet shelf space; interior adjustable to 16 arrangements; large utility storage bin below. Other Time-Temp shelf, which slides from the Frigidaire cold wall and standard mod- base of the roaster, lists all essential els will have from 7 to 13.5 cubic feet cooking times and temperatures. May capacity. Frigidaire Division, General also be used as a shelf for hot dishes. Motors Corp., Dayton. O. -RTR Comes equipped with a set of three oven cooking dishes. (Photo shows em- REFRIGERATOR ploye assembling outer covering of Serve! roaster on the production line.) Westing- New line of gas refrigerators by Gibson REFRIGERATOR house Electric and Mfg. Co., Appliance Servel to reach market soon. New Division, Mansfield, Ohio -RADIO & group will include five models running Freez'r shelf refrigerator, Model No. Television RETAILING. from four to eight cu. ft. capacity. No F - 666. Overall dimensions: height moving parts, and operates on continu- 56 29/32 ", width 301/8 ", depth 27 5/16 ". ous absorption principle of refrigera- Interior: height 35 29/32 ", width 235/8 ", tion. Servel, Inc., Evansville, Ind. - depth 141/2 ". Net capacity, 6.73 cu. ft.; Westinghouse IRON RADIO & Television RETAILING Production of electric irons is under way, manufacturer states. Westinghouse Electric and Mfg. Co., Mansfield, Ohio. -RADIO & Television RETAILING

117

(Continued on page 46) RADIO & Television RETAILING October, 1945 45 www.americanradiohistory.com Continuing Electrical Applia

Norge PORTABLE Eureka WAXER and POLISHER Universal BRUSH CLEANER WATER COOLER Featured in the Eureka complete Conventional brush type cleaner home cleaning system, is this power - shown. Motor driven oil -less bearing Small, transportable water cooler, driven waxer adaptable for use in offices, homes, and polisher for use on brush, ball bearing motor, single nozzle hos- bare floors, linoleum and hard floor pitals, hotels, clubs, etc. Capacity of adjustment tilting device on side of han- finishes. Photo shows insertion of waxer 11/2 gallons can be cooled in one hour. dle ball, envelope type easy -to -empty Powered with 1/12 h.p. hermetically-

sealed "rollator" unit. Approximately 22" wide, 13" high, 12" deep. Can be carried by average individual. Water compartment styled to hold one -gallon bottle, or can be filled from pitcher. Five -gallon bottles may also be used. Cup dispenser attached to front bag. Attachments will include an 8' of cabinet. Norge Division, Borg -Warner web covered hose, 30" extension tube, Corp., Detroit, Mich.-RADIO & Tele- and polisher brush into undercarriage 7" drapery nozzle, and utility brush vision RETAILING of lightweight upright cleaner. and radiator tool. Weight packed in 2 Complete Eureka unit consists of up- cartons, 191/2 pounds. Manufacturer Hoover VACUUM CLEANER right vacuum cleaner for floor cover- hopes to allocate limited quantities of ings; a tank -type unit for "above-the- cleaners during last quarter of 1945. Model 27 is a new cleaner never of- floor" cleaning, and various other in- Landers, Frary & Clark, New Britain, fered before to the public. Outstanding terchangeable cleaning devices for both Conn.-RADIO & Television RETAILNG feature is the "instant conversion" fea- vacuum units. Manufacturer planning ture which enables housewife to con- on Fall deliveries. Eureka Vacuum vert the Hoover from a rug cleaner to Cleaner Co., 6060 Hamilton Ave., De- Juice King HOME JUICER a cleaner for draperies, upholstery, etc., troit, Mich. - RADIO & Television by inserting the cleaning tools in the RETAILING New "Single Stroke" handle and side of "Juice-All" strainer aids operating effi- the cleaner. "Air cushioned vi- ciency. bration," a cleaning principle that gent- Patented ribbing on strainer ly dislodges the dirt and Universal HAND CLEANER holds fruit pulp in position, to eliminate brings it to wastage and facilitate rapid squeezing. the top where suction carries it away, Interlocking is provided for in this model. Maroon Standard model hand cleaner is device, easily cleaned, and grey. Hoover shown, can be used for cleaning car in- Co., Chicago, Ill. - teriors, homes, apartments RADIO & Television RETAILING and stores. Has deodorizer, moth exterminator and

keeps strainer anchored to cup and prevents seeds from slipping into glass. Glossy chrome and enamel finish facili- blower attachment. Weighs four pounds. tates cleaning. Included in line are Dust proof bag, with sleeve valve, pre- models retailing at $3.95, $4.95, and vents dust from falling back into noz- $9.95. National Die Casting Co., Touhy zle. Landers, Frary & Clark, New Britain, Ave. at Lawndale, Chicago, Ill. -RADIO Conn. -RADIO & Television RETAILING & Television RETAILING

46 RADIO Cr Television RETAILING October, 1945 www.americanradiohistory.com RADIO 'eo aces Section of RETAILING

IRON GE ELECTRIC RANGE GE FLATPLATE IRONER Arvin AUTOMATIC 3 iron, having range, highest priced Model AF -12. Three hundred sq. in. 1000 watt, lb. electric Stratoliner surface of 26 sq. inches. Tern- model in GE's pre -war line. 39" long, of ironing surface and up to 400 lbs. ironing in this treee 5 -heat Calrod surface units, high- of hydraulic pressure combined speed, 5 -heat, 7 -quart Calrod thrift ironer, GE Thrustor supplies necessary cooker. Tel -A -Cook lights in color tell ironing pressure. No oiling required. which units are on and at what speed. Ironer operated by pulling control Built -in timer automatically turns the handle, bringing shoe completely above oven on and off. No -Stain oven vent ironing surface and closing motor helps maintain proper humidity for best

perature range 120 to 550 degrees on selector dial. Built -in cord set. Has 9 selling features. Noblitt- Sparks Indus- tries, Inc., Columbus, Ind. -RADIO & Television RETAILING.

Sylvania FLUORESCENT XMAS TREE LAMPS Fluorescent lamps, in pastel shades Thrustor of blue, green, coral and maize are switch. This, in turn, causes no auxiliary to operate, which provide's pressure for round in shape, and need by equipment in order to operate. The ironing. Pressure released pushing have a handle. Motor is disconnected and lamps come eight to a string, screw -type base and are independently pressure is relieved. Two heating ele- lamps ments clamped to the shoe; two thermo- operated. A string of fluorescent stats provide individual temperature may be added to a string of incan- control for each end of shoe. Cabinet baking and roasting results, and helps is of console type, the top affording a keep kitchen clean. flat work surface. General Electric Co., A lamp assembly mounted on the 1285 Boston Ave., Bridgeport, Conn. - back -splasher behind the surface units RADIO & Television RETAILING incorporates a mechanical Minute - Minder with a bell signal and matched salt and pepper shakers. Three storage Telechron ELECTRIC CLOCK drawers and a utensil tray. Equipment far range includes a deep -fat fry basket, The "Telalarm Jr.," cased in ivory plate- warming rack, and dessert pan. plastic, will retail for $3.95. Manufac- General Electric Co.. 1285 Boston Ave., turers expect clock to be on market Bridgeport 2, Conn. -RADIO & Tele- in late December. Self- starting motor vision RETAILING sealed in oil. Two other clocks to be offered by

Frigid -Freeze FOOD FREEZER 10 cu. ft. frozen food locker, made to retail for approximately $350.00. Refrig- eration Corp. of America, 241 W. 64 St., New York City -RADIO & Television RETAILING

descent Christmas tree bulbs by just plugging it into the socket. Each lamp draws about five watts of current and each has an approximate life of 1,000 hours. Lamps burn cool, and can be used on either indoor or outdoor trees. String of eight lamps with the same manufacturer are the "Buffet, "" sells for about $7.50, replacement a kitchen clock cased in red, green, lamps costing 60 cents apiece. Royal ivory and white to retail at $3.50; and Electric Co. and Miller Electric Co., Paw- the "Embassy,"" a wood case alarm tucket, R. I., will manufacture Xmas clock with colonial motif, priced at tree sets using new fluorescent lamps, $6.95. Warren Telechron Co., 75 Homer which were developed by Sylvania Ave., Ashland, Mass. -RADIO & Televi- Electric Products Inc., Emporium, Pa.- son RETAILING RADIO & Television RETAILING FOR LATEST RADIO MERCHANDISE SEE PP. 52, 53. 47 RADIO G Television RETAILING October, 1945

www.americanradiohistory.com ry Sample; -Ure

War -time Record Retailer Has Plans for the Radio -Phono Combinations

a radio -phonograph combination in a poll taken in the store over a one 1 week period. Television sets ranked second, and the Banks report that the public is eagerly awaiting the arrival One of Victory -Tryon's of this new merchandise. album customers casts Located in a residential section of her vote for the radio - New York City at 762 West i8rst phonograph as her first St., Victory choice of new radio -Tryon Radio Co. of- merchandise. Owner s fered its customers excellent variety Mr. and Mrs. Bank in record merchandise and efficient supervise the voting. radio repair service during the war Customer poll ranked the combinations "first." period, and the owners believe this will help them in developing a successful radio -record- appliance business in the busy days ahead. Close attention to customer con- Examples of this technique in mer- tacts by Mr. and Mrs. Bank, owners chandising methods are the customer "Combine" for Sales of Victory -Tryon Radio Co., has polls the Banks conducted. Of all "Give your store a pleasing 'per- given them high respect for "what the the customers who plan to buy new sonality' charm and attractive ap- customer wants," and has proved a radios as soon as they are available, pearance, efficient service, courtesy, basic aid to good merchandising. 65 per cent declared they will buy reliability, put your customer at ease,

Store layout at Vlctory -Tryon for record sales and radio service. Rearrangement of space is now underway for accommodation of new merchandise.

www.americanradiohistory.com and selling should be easy," is the sound thinking on which the Banks base their merchandising plans for a thriving business. "Another good pointer illustrated by this selling team's experience is that "in order to sell anything successfully, complete knowledge of the article is necessary." Service work on radios during wartime has proved of value here, and 'a backlog of 12 years experience in the radio receiver field, and in both popular and classical music, have stood Mr. and Mrs. Bank in good stead. From Pops to Classics Mrs. Bank reports a successful response from customers shown the proper attention in record merchandising. She has had excellent results in persuading purchasers of popular records to expand their libraries to include classical music, as well. Young men are even more quickly interested in classical music than young women, she has discovered. Many have acquired a taste for this type of music while in the armed forces. -looking merchandising plans. Promotes Albums Victory- Tryon's modern store front is synonymous with its forward Mrs. Bank proceeds on the basis that young people who buy the pop - ready for Bach," says Mrs. Bank, not overlooked any selling plans for ulars naturally have a liking for mu- "and, once you've sold him Bach, other radio models, and ambitious sic, and she finds they welcome un- he's a true convert!" store promotions and rearrangement obtrusive guidance into the world of of space to accommodate new merchan- classic compositions. Her recommen- Doubles Display Appeal dise are under way. Victory -Tryon dations for the novice include such From then on the customer finds a will also'put plenty of sales effort be- record purchases as Tschaikovsky's new interest in exploring further for hind its electrical appliances depart- Nutcracker Suite, Liszt's Second himself the large variety of recorded ment. Its franchises include Admiral, Hungarian Rhapsody, Grieg's Piano music available; and strategic dis- Grosley, Stromberg - Carlson, Zenith, Concerto, Tschaikovsky's Piano' Con- play of albums combined with their Bendix, and General Electric. certo, and Tschaikovsky's Fourth and eye- catching covers are enabled to do Bright Future Fifth Symphonies. an even better selling job. Next, Mrs. Bank suggests that the Opera, of course, is not to be over- Modern store, inside and out lists in student be guided toward the dis- looked, cautions Mrs. Bank, but franchises readied - prospect covery of Brahms' and Beethoven's opera fans are mostly a special class order - sales procedure planned! works. Beethoven's Fifth Symphony of customers, and are interested in These are the pillars upon which or Violin Concerto are popular in this vocal music to a decided extent. Victory -Tryon will base its foundation for a sure-fire success in the ra- respect. Expansion Plans "When the customer finally be- dio- record -appliance field. far enough advanced in his In their belief that records will do When the big rush starts, we are comes will knowledge of music to begin to look a gfeat deal to sell the "combina- confident that this smart couple for and recognize, style, then he is tions," Victory -Tryon's owners have not be caught napping! NATIONAL RADIO WEEK NOV. 4-10. SEE PAGES 37, 132!

49 RADIO Ce Television RETAILING October. 1945

www.americanradiohistory.com CHRISTMAS DB Record Manufacturers Have Plenty to Put in the Dealer's Christmas Stocking. Promotions Readied for the Holi- day Season. New Disc Makes Its Bow for Yuletide.

Now that Victory is won and the a home scene, complete with Santa ; plete details from your distributor. Buying Spirit is back, radio -music mailing pieces; hangers; holly store Decca has plenty of holiday cheer retailers can get, busy and do a real decorations; special children's poster; in the making for dealers. Reindeers selling job this Christmas! placard for album display and news are the motif of the die -cut display And, record manufacturers are mats. piece delivered on dealers' request. re_ ady to give the retailers every pos- Gift suggestion list for handy check- Hangers illustrated with Decca and te assistance in making this gift - off by the dealer includes Columbia's Brunswick albums are also offered. season a record -buying season popular albums, masterworks, chil- And national advertising in maga- public, a top-flight one in dren's discs, Christmas music and zines and newspapers will be intensi- e dealers. foreign language records. A special fied by ads in Life, Saturday Evening rs 3 - dimensional new children's book, containing one Post and 95 newspapers throughout erial, depicting disc of music from the film "Anchors the country during October. Aweigh" is the story of the movie Special for the kiddies is Decca's and will be introduced by Columbia. new triumph, Loretta Young reading Columbia initiates a retailer win- the story of "The Littlest Angel," dow display contest this October. allegorical fairy tale. Grown -ups like 3 prizes will be offered monthly- it, too! (Release date: 1st week of Victory Bonds of $ioo, $5o October.) Another Decca hit is Bing and $25 -for the best win- Crosby's album, "Going My Way," dow using an all- Columbia from the Paramount movie. kit. P. s i f the first Victor's contribution to the retail- hmit- ers' first peacetime Xmas holds plenty of punch for Christmas sales. Vic - 's merchandising helps for dealers Table through distributors will ude a special children's display, t e Children's Music House, which calls up memories of the gingerbread house in "Hansel and Gretel," ready ovember. Companion piece is

op left, In Cosmopolitan Records' ne -up: Gertrude Niesen of s hit "Follow the Girls." ctor's ever glamorous thout is one of its ar- ill feature in national ertising during October.

50 DIO & Televisio ctober, 1945

www.americanradiohistory.com on children's al- Above left, Rise Stevens, the special folder top -liner en discs for Colum- bums and single discs. Printed in bia, often guest -starred on 2 colors the folder will be ready for the air. Center, Loretta counter use and mailing to your cus- Young of movie fame has of month. recorded for Decca Charles tomers middle this Tazewell's allegorical fairy Also ready for dealers early in tale, 'Tha Littlest Angel." October is Victor's Christmas win- Below, Capitol's Jo Stafford dow display, a tree trimmed with re- opened har Fall season of of album covers in 4 personal appearances at New productions York's glittering nightery, colors. Five and a half feet in height, the Martinique. She is also it can be used as a window center- heard on the Ford show air- piece for disc and album holiday ing on NBC 2:00 to 2:30 displays. PM Sundays. Victor's new Stensgaard merchandising aids of which the Children's the shellac discs. Cur- Music House is one, are scheduled rently made only in the for October delivery to dealers, on 12" size, these new records request. See your distributor. These retail at $2.00. Outstand- first also include effective single disc and ing features: practically no surface through its distributors, and its re- album group display pieces. noise; show less wear- and-tear from operatic recording, "Prince Igor," rec- Victor's new plastic record, the use on record changers. Your record corded on their new "Vynalite" at $12.50. This ed Seal DeLuxe, is an opportunity library collectors should go for them! ords, album to retail ord retailers to do some smart First release: 2- record album, Strauss' is the first of a Russian series. its Christmas dising on a much needed "Till Eulenspiegel's Merry Pranks." Capitol is tying up be high- p unit in discs. Music re- Asch's bow to the dealer for pro- Package for the dealer. It is to corded on tlic new plastic records motion during the Christmas season asked for under just that name, is (Continued on page 146) same recordings on is its offer of holiday promotions 51 RADIO & e e to RETAILING October, 1945 www.americanradiohistory.com First Radio Merchandise

Stewart -Warner RADIO - ac unit, with two bands, domestic and Temple RADIO PHONOGRAPH foreign reception, tone control, and large speaker. Automatic 2 post record - changer accommodates 12 10 -in. or Console radio - phonograph, model Model 9004 -G is a 7 -tube, two band, 10 12 -in. records on one loading. Hide- E -623. Two band radio, 535 to 1700 kc ac phono -radio combination. Stewart - away radio for easy tuning. Available and 6 to 17 mc. Record changer plays Warner, Chicago 14, Ill.-RADIO & in walnut as well as bleached mahog- Television RETAILING any. Record space provided. Other models include the 6FS2, Farm Console, which contains a 1,000 -hour battery pack; the 8BPY6, which is a combination housed in a Breakfront cabinet; and the 5A2, a 5 -tube ac -dc superhet with a plastic cabinet. Garod Electronics Corp., 70 Washington Street, Brooklyn 1, N. Y. -RADIO & Televi- sion RETAILING

Sonora RADIO

Has patented inner construction designed to eliminate "boxy" tone often present on small sets. Automatic vol-

ten and twelve in. records automatically. Push -pull, 5 watt output, 8 in. speaker. Self- contained loop antenna for broadcast and dipole for short wave; high Garod RADIOS sensitivity in both bands. Lists at approximately $130. Templetone Radio Model 6A1 is a 6 -tube ac -dc superhet, Mfg. Corp., New London, Conn. -RADIO with untuned r -f stage, large pm speak- & Television RETAILING er and concealed loop. Cabinet is catalin, in two -tone colors. Translucent

Admiral RECORD CHANGER ATTACHMENT

Consists of a phonograph turntable, ume and tone controls have been add- tone arm, and automatic changer, elec- ed, and the dial simplified for more trically operated and mounted in one selective tuning. Cabinets are fash- unit. Can be connected to any type of ioned from choice walnut veneers, of- home radio. Unit is portable, and may fered in light or dark finishes. Sonora be placed on top of, or alongside the Radio & Television Corp., 77 West radio, and attached or detached at will. Washington Blvd., Chicago, Ill. -RADIO & Television RETAILING

"drop" handle is provided for easy portability. Lucite dial scale has easy Masco PORTABLE to read numerals. Model 6DPS3 is a chaiaside combina- RECORD CHANGER tion radio- phonograph. 6 -tube straight Model RC an aomai,c record changer housed in all wood portable case, covered with Du Pont fabric. Changer plays either 12 10 -in. records Automatic changer completes the oper- or 10 12 -in. records. Low pressure ation of changing a record in five sec- Astatic pickup has a high fidelity car- onds, as compared with pre -war time tridge with permanent sapphire stylus. of 10 to 15 seconds. New design pro- Changer is mounted on spring shock vides for only three moving parts dur- absorbers, and all controls are incor- ing a change cycle. Changer is so ported on one switch. 6 feet of shielded constructed that the tone arm can be cable and 6 feet of line cord are in- picked up while playing and moved in cluded. Unit is suitable for use with any direction without affecting the all standard amplifiers. List price: $110 operation of the mechanism. Playing plus Federal excise tax. Mark Simpson load is 12 10 -in. or 10 12 -in. discs. Ad- Mfg. Co., 186 -194 West Fourth Street, miral Corp., 3800 Cortland Street, Chi- New York 14, N. Y.-RADIO & Televi- cago 47, I11. -RADIO & Television sion RETAILING RETAILING

52 RADIO ti Television RETAILING October, 1945 www.americanradiohistory.com from Assembly Lines

Howard RADIO Arvin RADIO- PHONOGRAPH Stromberg Carlson RADIOS Model shown is the New World, a Model 901 is a 5 -tube ac -dc set, re- Model 670 is a 6 -tube straight ac floor radio phonograph console type. 11 -tube ceiving on 540 to 1720 kc, with a 5 in. combination. Two bands, for domestic built -in loop and foreign reception. Five push but- superheterodyne receiver, with both dynamic speaker and standard broadcast and short wave antenna. AVC action. Plastic cabinet tons for "favorite stations" supplement fast -action dial tuning knob. Built -in bands, old and new FM bands. Set loop antenna, with connection for external aerial, if desired. Speaker is 10- in. heavy -duty type. Automatic record

is provided with push - button and manual tuning. Audio output is ten in ivory or walnut color. Dimensions: watts. Speaker is 12 -in. electrodynamic 61/2 x 91/2 x 51/4 in. type, in floating suspension. Cabinet Model 902 is identical with 901, but size is 32 in. high by 36 in. wide by has 2 tuning bands, 540 -1720 kc and changer plays twelve 10 -in. or ten 12 -in. 18 in. deep. Shift in production plans 6 -18 mc. Howard Radio Co., Chicago records. Phonograph motor is self- start- will delay manufacture of this model; 13, Ill. -RADIO & Retailing RETAILING ing. Noblitt- Sparks Industries, Inc., Co- will probably be on sale late in lumbus, Ind. -RADIO & Television RE- January, '46. TAILING The Dynatomic is a table model receiver designed for personal radio re- Webster Chicago ception. Superhet with 6 tubes, 4 of RCA PLASTIC RECORDS which are amplifiers, 1 a rectifier- ampli- RECORD CHANGER fier, another a power rectifier. Can be Red Seal De Luxe- non -breakable, used on either ac or dc power supplies. Webster Model 56 is a single post. high fidelity plastic phonograph rec- Tuned radio frequency stage is present. floating spindle, automatic record ords, for home use. Surface sound Antenna is built -in loop type. Speaker changer that plays single records, up greatly reduced by omission of mineral is electrodynamic. Stromberg Carlson to 12 10 -in. records, or 10 12 -in. records, Company, Rochester 3, N. Y.-RADIO without interchanging parts. Change & Television RETAILING cycle is approximately 4 seconds. Au- tomatic shut -off occurs after last record Hallicrafter H -F RECEIVER has been played. Maximum protection Recent lifting of government controls has made these radios available in limited quantities. Reception on both

to records is provided by floating spindle, light needle pressure, soft, heavy pile turntable covering, and positive filler used in shellac records. Greater aircushion record drop. Heavy duty uniformity of thickness among these four -pole balanced armature motor is new units than on the shellac types. is used. Velocity trip eliminates need Dimension shift caused by warping also for eccentric groove in records to oper- less. Available at present only in the broadcast and short -wave bands is pos- ate change mechanism. Webster Chi- 12 -in. size. Retail price $2.00. Will be sible with this high -frequency receiver. cago, Electronics Division, 3825 Armi- issued in album form as well as in Hallicrafters Co., 43 East Ohio Street, tage Avenue, Chicago 47, Ill. -RADIO singles. RCA Victor, Camden, N. J.- Chicago 11, Ill. -RADIO & Television & Television RETAILING RADIO & Television RETAILING RETAILING

FOR LATEST ELECTRICAL APPLIANCES SEE PP. 44, 45, 46, 47.

RADIO G Television RETAILING October, 1945 53

www.americanradiohistory.com Sound Profils

"Custom Made" PA Service for Every Job Sri Rewards. Dealer able Work

Crowds at a large event listening to "Carroirs chased several years before, it was prominence or the extent of a radio's sound." natural that they should counsel disorder weren't considerations, and Arthur Carroll. His proposal that every set moved in its place in line. he be contracted to furnish them a Arthur Carroll gives his men an sound system and a well- trained oper- abundance of time to deal with each It is a "sound" proposition for the ator for three dollars per hour was set's problems ; makes no definite electronic specialist to strive for a immediately accepted. Kansans have promises as to when a set will be completely -equipped, expertly- manned learned to lean on Arthur Carroll's released for active duty. department if he is to prosper in the broad shoulders on matters pertain- field. ing to radio repair and sound. In -Store Repairs Only So opines Arthur Carroll, a com- "Tailor -made sound service, fash- Disgruntled patrons are made from petent radio and "sound" man who ioned to fit the occasion, and of a disappointments that occur when sets has swung with characteristic energy quality at least equal to that of radio aren't ready on the day the repair- into the operation of a sound and broadcasting," is Arthur Carroll's re- man promises, hence there is a big radio service in Topeka, Kansas. In joinder to the poser as to his success. time margin at Carroll's. two brief years, Carroll has received What standout traits characterized Drivers of the pick-up delivery recognition in the form of steadily the war -time radio service at Car - trucks for the firm are termed "am- increasing trade in the city to which roll's ? A look behind the scenes here bassadors of good will" by Carroll he is comparatively a newcomer. revealed several interesting ramifica- because they are completely trained Sound is Carroll's specialty, and tions as a result of the avalanche of to sell radio service and line up future when he moved into Topeka from war -time business. sales. They are capable of cheerfully Coffeyville, Kansas, it was his in- An Everyone- Waits -His -Turn pol- citing the advantages of radio service tention to devote all of his efforts icy on set repairing was rigidly fol- as purveyed by Carroll. Delivery toward offering Topeka a professional lowed and there were no ghosts in charges range from $r to $5.50, ac- sound service that would function Carroll's closet as far as this pro- cording to distance. smoothly at public events. gram was concerned. A customer's Arthur is not sold on the merits At any special event within a hundred -mile radius of Topeka you will Carroll, left, is primarily a "sound" technician, but Topeka residents bring him many sets to repair. find Carroll's sound system installed, giving the customary smooth performance. Bob Hope's show at the nearby army air base, country club events, high school graduations, football games, horse shows, country fairs, and all of the outdoor and indoor affairs that warrant an amplification system carry the Carroll trademark.

Reputation Builds Sales A sound car, and truck, Western Electri. "mikes" and amplifiers, including one 2,500 -watt amplifier, plus other first -rate accessories make up the type of reliable equipment on which he places his approval. When the legislators at the State House Capitol in Topeka became an- noyed at the undependability of the sound system which they had pur- 54 www.americanradiohistory.com in "Sown SI

This dealer's eou ',d cars are seen ...a^" at every wort,wb le event witin a hundred -mie area. First dass equipment orly Is used. Fie of offering radio repair in homes. firm's plans include expanslhn This style of service gets a very em- of territory 3n lager audien:es, phatic "no" from the repairman. Carroll cites these wearisome features of parlor repair work:

r. Attempts to make a workshop average living room offers many More audiences of 2,000 or over, out of the patron's front room "escape outlets" for odds and both indoor and outdoor events, and usually result in a mess. You ends. a territory that will include almost don't endear yourself to the Like so many other radiomen's the entire state of Kansas, are on the tidy housewife by your untidy wives, Mrs. A. Carroll is pinch -hit- peacetime agenda at Carroll's. visit. ting in the front end of the store as There will be a few new items of a combination bookkeeper, telephone sound equipment because modern 2. You can't possibly keep the ex- answerer, and chief assistant to her sound equipment has a well- defined cellence of your work up to husband. spot on Arthur Carroll's program. par, because half of the time Plan Expansion He intends to graduate more you don't have the proper tools Speaking of sound, Arthur Carroll radiomen who return from the along for the job. Average the finest compliment that can armed forces from his personally front room repairmen will says be paid him by those who have lis- conducted "sound school," and will lessen the quality of their work tened to a program over his system is employ them in broadening his ef- in order to keep from driving when they say, "I heard perfectly, forts in this field. He is going to back to the shop for needed but it didn't seem as if I were listen- take a "flyer" in auto radio repairing, tools. ing in over a speaker system." He and will install a dry bin. A remod- 3. There is always the possibility runs his sound business on a rental eled laboratory is also among those of losing vital parts, since the basis only. things listed in his present plans. 55 RADIO & Television RETAILING October, 1945 www.americanradiohistory.com SYSTEM Spells PROFIT

Greater Sales Will Not Bring More Earnings Unless You Hare Proper Records to Control Your Operations

The more merchandise you sell what they want to buy. It requires It is also the source from which the more profit you should make. Yet effective selling and sales promotion. you make up and mail monthly your it does not always work out that way. It includes keeping your store clean customer's statement. Often money goes out like sand and presenting your merchandise at- "Systemeering" defines your con- through a sieve. You get only what's tractively. It means operating a prac- trol job. With proper control you pay left. tical system which records the details your bills promptly. You collect from

Retailing consists of three func- of the selling process such as sales, . your customer promptly. You measure tions - buying, selling and control. receiving cash, time payments and the individual production of your em- The success of all three depends upon lay -away sales. ployees. You keep tab on your ex- good records. penses. You are able to prepare ac- These are the reasons why Landers, Sales Records curate balance sheets and profit and Frary & Clark of New Britain, loss statements. The first sales record you need is Conn., have prepared for free dis- All these things mean that you a good prospect file. It should in- tribution a guide to store operation know where you stand at all times. called "Systemeering." This dealer clude both regular and prospective To customers. control your operations you need help by the makers of "Universal" It is your official mailing records list. to supplement the ones al- appliances describes the systems and ready described. You need a purchase The sales check is the original records you need to run your store journal in which to enter each day record of every sales transaction. This profitably. all the receiving records which were should be made out in at least three described under "Your Buying job." copies. The original is posted to Your Buying Job bookkeeping records and filed by date. Payment Methods It first analyzes your buying job. The duplicate is the audit copy left To buy intelligently, you must de- in the sales book. The triplicate is the All types of payments, such as for termine what to buy. Then you need customer's copy. More copies may merchandise, expenses and payrolls, to decide where to buy. Finally, you be needed in larger stores. may be handled by an accounts pay- use good procedures in placing the In addition to the sales check a able voucher check. This form is order and in receiving and stocking cash register will give you a record made out in at least two copies. You the goods. of cash sales by employees and help send the first copy, a check -and- An essential form for a good buy- prevent loss of money. Another sys- voucher perforated for separation, to ing job is a simple want slip. This tem that will give you good cash con- your vendor. Staple your second or is a pad on which you and your sales trol is the combination sales check voucher copy to the vendor's invoice force may record customer requests register and cash drawer. and file numerically by your check for merchandise out -of- stock. number. Another essential buying form is a Daily Recordings If you have a third copy in your purchase order form. This enables voucher plan, this is filed alpha- you to stipulate conditions of the or- The sales check is used to provide betically by vendor. If you do not, der. It provides shipping instructions a record not only of cash, but also post the payment to the vendor's which may speed up the shipment or of C.O.D. and charge sales, mer- account record. reduce its cost. chandise returns and, if no separate If you have a large store, book- A receiving record controls the form is desired, payments on account. keeping machines will eliminate much marking, stocking and paying for in- All these transactions should be tedious original - entry and ledger - coming merchandise. recorded on daily transaction report. posting work. Moreover, you may A permanent accounts payable The charge sales, returns and pay- buy accounting systems from the record is retained for your future ments should be entered on the vari- companies which co- operated in the guidance and makes possible prompt ous accounts these transactions affect preparation of " Systemeering." These payment of each purchase. in your ledger. It is from this ledger systems will give you detailed reports "Systemeering" next examines your that you learn each day the total which will enable you to manage and selling job. This function involves amount outstanding, so you may de- direct the more complex large -store knowing who your customers are and termine collection methods. operations.

56 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com A million letters came to her from women each year

Betty Crocker's mail floods in from every corner of America ... asking advice . . . expressing gratitude ... revealing a depth of loyalty, friendship and confidence that is a potent selling force. Through this correspondence ... through her radio program, the oldest on the networks today ... through constructive services to homemakers ... Betty Crocker as the personalized representative of the General Mills Home Service Staff has won a place in millions of lives as the best known, most helpful home service authority in the world ... has helped win the tremendous sales volume of 400,000,000 packages of General Mills products last year. The loyalty Betty Crocker has generated .. . the friendship and confidence she has inspired, offer a rich pre -sold and ever -widening market to General Mills appliances and housewares dealers ... hold promise of constantly growing profit possibilities for you.

^ CÌlee.rjp : '- -. wEa`ES'

;;1^ Gold M,DAI }

Ew11plE0

I "M COUNT ON GREAT THINGS FROM GENERAL MILLS/

Count on a great family of home appliances and housewares... distinctive in design. .. exclusive in principle ... each with patented features that mean new usability and extra value to consumers. Count on powerful advertising, alert merchandising, sound selling. Count on vigorous support for dealers. Count on profits!

BETTY CROCKER IS A REGISTERED TRADE MARK OF GENERAL MILLS, INC

GENERAL MILLS, INC., HOME APPLIANCE DEPARTMENT MINNEAPOLIS 13, MINNESOTA 57 RADIO & Television RETAILING October, 1945 www.americanradiohistory.com THROUGHOUT our service to precision, quality and performance. the Armed Forces, Eastern has Every product bearing the Eastern always delivered every piece of trade mark will conform to the most equipment to the highest Government exacting requirements. The Eastern standards. Now Eastern's wartime Amplifier line will include standard "proving ground" is converted to items and many exceptional innova- simulate normal peacetime conditions in tions. For complete details, write our our laboratories, assuring you of Sales Manager, Department r o -A

Buy War Bonds

U. S. Reg'n. Applied For EASTERN AMPLIFIER CORPORATION 794 EAST 140th STREET NEW YORK 54, N. Y. 58 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com THIS TRADE MARK IS YOUR GUIDE TO SUPERB QUALITY IN PERFECTLY

TRANSFORMERS

defferaadZegie swim nason

GLENVIEW, ILLINOIS

RADIO Cr Television RIZTAILING October, 1945 59

www.americanradiohistory.com SPARTON WAS READY WITH TELEVISION IN '39

AWAY back in 1939, Sparton sold television sets. At that time only four other major manufacturers were ready with television equipment. This is but one of many examples of Sparton's engineering initiative. Many radio firsts - contributions that helped sell radios in volume - are credited to Sparton technicians, i.e.: - The first all- electric set; push button tuning and the Viso -Glo - so important to close tuning and better reception - were Sparton developments. The engineers responsible for these outstanding selling features can be counted on to keep Sparton sets highly competitive. Sparton radios are sold under the *SCMP to one dealer in each community. If you are interested in being the exclu- Army in -Navy "E" awarded five sive Sparton dealer your community Spartan plants simultaneously write- for excellence in war production.

Mr. Ed. Bonia, Sales Manager

THE SPARKS -WITHINGTON CO., JACKSON, MICH. SPARTON

I I R A D I O ' S R C H E S T V O C E S I N C E 1 9 2 6

* Sparton Co- operative Merchandising Plan

L-- 60 RADIO b Television RETAILING October, 1945

www.americanradiohistory.com O 1945 boat, Inc

üq aL'u. delivers

exceptional

results

for leading

radio advertisers

puts a man in the mood to buy

in virtually every field. Esouire also delivers exceptional results for notional advertisers of many other products

MI.Q. Od tVb11t.G1r.r'ÍDO

RADIO & Television RETAILING October, 1945 61

www.americanradiohistory.com Dealers Set for Sales :.w 11614' 41111 a r - Nation's Retailers Prepare for Bright Future

PRESCOTT, Ariz.- Vyne Bros. Elec- nician herself, and does competent serv- CHICAGO, 111.-All the comforts of tric Co., Inc., 142 -4 -6 N. Cortez St., in icing on receivers, particularly auto sets. home are provided for the employes of business since r9ro, is getting set now She is also a capable merchandiser, and Lyon & Healy, 243 S. Wabash, as part for the active radio and appliance mer- before the war sold home and car radios, of the firm's employer- employe good -will chandising policies it intends to put into in addition to major and small appliances. program. This record merchandising es- effect. The store, service and storage floor The firm does maintenance work on tablishment has equipped recreation rooms area included, is about 6000 sq. ft., of two -way radio for the Federal Bureau of and a modern kitchen in which meals may which 5o' x 3o' of the establishment's area Investigation in this area. This service be cooked for the benefit of its employes, is used for display and selling. is performed on a contract basis. and coffee is contributed by the manage- Vyne Bros. were exclusive Philco radio ment. dealers for ra years, and also handled MERIDEN, Conn. "We're putting various refrigerator lines. Fred W. Gegg, - our priority lists to work," declare Harold manager and buyer, feels that alertness in POTTSTOWN, Pa. and Max L. Rischall, co- owners of the - Leon and buying and selling are important factors Frank Rischall Electric Co., 5z E. Main St. Levitz, co- proprietors of the Levitz to watch for in the coming competitive Furniture With appliances beginning to arrive, Co., 212 High St., have their market. Attractive window displays, ex- the store is contacting customers who plans readied for handling radio and cellent location, and good treatment of cus- have waited patiently for sorely- needed appliance trade -ins. The owners main- tomers who bring in repairs, accounts for electrical goods. tain a separate outlet store in which they a steady flow of store traffic which an is To insure high radio -appliance sales, will sell secondhand merchandise only. indispensable "must" for success in busi- the store places ads frequently in local This outlet branch is located near the ness, says Gegg. newspapers. Also, the firm has contracted main store, and also houses the firm's with station WELI, New Haven, for spot warehouse. To promote JAMAICA, N. Y.-M. announcements for one year's duration. the sale of goods taken in Biderman, 9o- trade, the store will advertise often. In Sutphin Blvd., is advertising and r mer- this way, the firm not only hopes to ac- chandising a simple intercommunication KALAMAZOO, Mich.-c. H. Brown, commodate trade -ins, but also to make a system use in for the home. It consists who operates the firm of C. H. Brown & profit on them. of a small microphone, 6 -volt battery, and Son, 5S4 W. Michigan, has been in the a speaker. This suggests a possible slow - radio game since its infancy. Originally season selling item for dealers in general. a radio and phonograph retailer, Brown BROCKTON, Mass. Dave Harris Idea: not - Why push inexpensive, novel branched into the electrical appliance radio opened a new radio store in the center of devices, whether distributor- supplied field when this merchandise became in- town or home-made? after operating a similar establish- creasingly important. Pre -war, this dealer ment in Brockton's suburbs for six years. sold RCA and Stromberg- Carlson radios, Located on a principal street, directly in and GE appliances. METTER, Ga.- George O. Franklin, The excellent repu- front of a bus terminal, Harris finds that Jr., and J. T. Trapnell, have purchased tation which Brown has established for his new business is doing extraordinarily himself will serve him in good the Bowen Radio & Electric Co. The new stead now well. He has signed up to be a Westing- that merchandise is name of the establishment will be the available. house dealer. (See picture below.) Metter Radio & Electric Co., and will be managed by J. T. Trapnell, who is also manager of the Franklin Radio Repair Service Co. of this city. Former employes will continue in the same capacity with the new firm. Plans are being made to redecorate the store into an up- to -date radio -appliance center.

INDIANAPOLIS, Ind.-S it u a t e d in the heart of this city's automobile sales district is the Skinner Radio Co., loos N. Meridian St. Because of its location, this organization is centrally situated for merchandising and repairing auto radios. Miss Martha Beard, co- proprietor with E. M. McCormick, declared that the firm does auto radio installation and repair for many of the auto dealers in this area. A drive -in station, accommodating six cars at once, facilitates work on car receivers. In addition, a parking lot is situated adjacent to the firm, where autos awaiting radio servicing can be kept. Roy Johnson, left, and Bert Butler, technicians at work in the service department of the Harris Miss Beard is an efficient radio tech- Radio Sales and Service store. (See item above.)

62 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com You haven't met her: ... you should!

She's about 26. '

She's married, been married about seven years.

She has two children - both very young.

Generally she's a housewife, but she worked in an office once. Sometimes she still works there.

She manages the $4,000 family income well. Their nice home is proof of how well.

She and her husband expect to build their own hone.

She has flair that can wear the new styles. She's up on the fads, but she shops with her head.

She needs a magazine especially built to serve young women like lier, because she forms one of America's greatest markets.

She's going to get her magazine very soon. It's called Today s Woruau

RADIO & Television RETAILING October, 1945 63

www.americanradiohistory.com DESIGNED FOR

IIIII - II Il 11 ,. , DESIGNED FOR \ i

- 4 _ _ . , 1 1 ° ,aú'

¡ , 1 1.... - d . -inn _

_ I. - II r_ .-,---' -- ant _ 1J , ' i j = _ i_ v - - The Coventry model shown is one of 12 Modern and Period models J which -_,_._, .. comprise the complete post- r,.. war Ansley Dynaphone line. '.a,..S'-''C-5o.y/_. 18th Designed to harmonize with f -. - -v- Century period furnishings, it en- hances the beauty of any room furnished in this decor.

The cabinet artistry that distinguishes every Ansley

Dynaphone places it beyond competitive approach.

Because your customers see a radio -phonograph before they

hear it, Ansley makes that all- important first impression a lastingly

favorable one. Ansley Period Cabinets are designed with Old World

grace and authenticity, and executed with the painstaking skill of the

Old Masters. The result is matchless beauty of line equalled only by the

matchless Ansley fidelity of tone ... a fact your customers will readily appreciate!

1JS; ',3A.1300 CORPORATIONl "Superb Tone from Records and Radio 21 -10 49th Avenue, Lang Island City 1, N. Y.

64 RADIO Et Television RETAILING October, 1945 www.americanradiohistory.com Streamlined... and Fool-Proof! milmMr. 111r- 1111MALLORY Replacement VOLUME CONTROLS

The perfect size for every 1 /MALLORY Tapped Volume Controls have put an end to confusion application! / and worries. Together with a surprisingly small number o f plug-in shafts, they not only replace original controls but duplicate them and electrically. In fact, 16 controls fill approximately 85% Precision -built like a fine mechanically watch! of your replacement requirements!

Installation is easy and fool -proof, too ! The plug -in shafts can't pull or Rugged strength for years of twist loose. The A -C switch snaps on. There's no assembly work required! service ! What's more, Mallory controls mean quiet operation and gradual increase X11 or decrease of volume. And they require a lower inventory investment The A -C switch that snaps on than any other controls on the market ! See your Mallory distributor. and stays. on! kit to answer nearly all your Have him help you select a streamlined service needs.

P. R. MALLORY & CO., Inc., INDIANAPOLIS 6, INDIANA

VIBRATORS VIBRAPACKS' CO VOLUME CONTROLS SWITCHES R More yS FILTERS RECTIFIERS POWER SUPPLIE C MALLORY ALSO MALLORY "TROPICAL' DRY BATTERIES, ORIGINALLY APPROVED DEVELOPED BY MALLORY FOR THE U. S. ARMY SIGNAL 0 CORPS, NOT PRESENTLY AVAILABLE FOR CIVILIAN INSIST PRECISION PRODUCTS

65 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com Charles Carson, right, being interviewed by a representative of this magazine. While awaiting new goods, the store is being "set for action." Keeping Sales Humming Available Goods Provide Profitable Volume. Store -Front Revamped. Direct Mail Builds Customer Good - Will

Justifiably proud of his position as tion's retail furniture store which is Both outside and inside repair jobs an independent radio-appliance re- operated near this establishment. are attended to, and service work on tailer is Charles Carson, co-proprietor As radios and appliances return, large appliances is done in the cus- with his brother Max, of Carson these goods will be merchandised ex- tomer's home. Those sets which can- Bros., 518 South St., Philadelphia, clusively, and the unrelated lines will not be serviced away from the store Pa. be returned to Carson's other store. are picked up and delivered. Two of "Manufacturers and distributors of The main floor is doing well with the technicians devote their time to receivers and appliances should take discs and record accessories such as "in shop" servicing, while the third notice of the fact that independent needles, record racks, etc. Classical takes care of outside jobs. dealers have been able to earn a profit and popular platters are equally in during the war period when there demand, and are aiding in maintain- Maintains Contacts was little to sell," Carson declared. ing the sales volume. For the con- Many radio- appliance firms today "That is positive proof of their mer- venience of patrons, record two lis- have become so concerned with chandising skill." tening their stations are available. Discs service operations that they have for- Situated on a busy street in sold by the this establishment include gotten (or else lacked the time downtown section of the city, the Decca, Victor, -or Capitol, etc. the desire) to maintain close customer firm is retailing radios, appliances, contact. With the arrival of new records, furniture, and other goods, Effective Slogan merchandise virtually "around the and during war -time succeeded in "Welcome corner," retailers must get to know keeping its profits well in excess to Carson City" is the of their customers better if expenses. slogan which greets the prospective they want purchaser their patrons to know them. As a step forward toward realizing as he surveys the store's second floor showroom. Carson keeps . in touch with his its store modernization plans, the Sufficient space, near main patrons by the simple expedient of store -front and windows of the store the flow of store traffic, direct mail. This reminder, which is have been enlarged and revamped. in which to properly display new radios and sent to customers four times a year, This arrangement will permit an ad- appliances is a vital "must" to dealers informs them that he still wishes to vantageous window display of radios who want to earn more profits. "know" them despite the scarcity of and appliances now that this mer- This roomy department will enable Carson to exhibit his goods, and keeps them posted on the chandise is again arriving at the store. merchandise to the best advantage, merchandise currently being sold. In Looks Well- Stocked and in a "warm" atmosphere, thereby addition to increasing sales of avail- helping to solve the space problem. able goods, this policy is also build- Utilizing to the utmost the advan- ing a customer list for future use. tage of being located on a high traffic Service Department To supplement his direct mail pro- thoroughfare, the establishment is motion, this dealer also advertises currently featuring attractive displays To keep in repair the full line of daily in the newspapers, and sponsors of available merchandise in its spa- sets and appliances which were sold a spot announcement over the air. cious windows. by the store prior to the war, a serv- Carson's plans at the moment in- The street -level department of this ice department is maintained on the clude the remodeling of the store, store still retains a "pre -war appear- third floor of the building. Realizing and a rearrangement of display areas. ance," and exhibits an abundant dis- the importance of keeping electrical Having already taken the initial step play of records, furniture, table lamps goods in his area in working condi- in modernizing his place of business and other items. The "visiting lines" tion, the owners of this establishment by improving the store-front, he is of furniture which the firm has sold maintain a staff of three technicians preparing to recondition the interior were "borrowed" from the organiza- engaged in this important work. in preparation for a "selling" business.

66 RADIO Cr Television RETAILING October, 1945

www.americanradiohistory.com ',, Really Rolling!

Geared to go fast ...that's Stewart -Warner's new, high speed, straight - line manufacturing plant. Finished sets are now coming off this modern production line to give Stewart - Warner, distributors the jump on competition.. This will be more important than ever during the first wave of civilian demand.

STE WART- NER aofios,

I C h I C A G O 1 4 , I L L N O I S

67 RADIO Cr Television RETAILING October, 1945

www.americanradiohistory.com These will spell c -a -s -h for this retailer. Watts at work on one of his repair jobs. Doable Barrelled Sales Dealer Watts Aiming at High Profits fron Selling and Serriee

In this postwar period, package ters so that small appliances can be which save time for the items repair men. which the customer can carry given a section of their own, with Other workers come in for out will part time comprise about 20 per cent radios in another roomy section, and when they have finished at regular of the inventory of the Watts radio a repair shop at the rear. Mr. Watts jobs in other industries. In store, this way, 524 E. Fourth St., Duluth, plans to continue repair work as a repairs are speeded. Minn. The business is owned and strong feature of his shop. Unlike many other businesses, operated by Howard S. Watts. During the war Dealer Watts de- Watts sets no definite time when "I believe that these smaller elec- veloped sales of intercommunication work will be done, as some radios tric appliances will have large sale," systems and the servicing of them. need only minor repair work, others said Mr. Watts, "and will be instru- This business will be continued in a complete overhaul. The little jobs mental in bringing many new people the days ahead. are finished first, so that customers do into our store. Once in, they will be The store Watts is planning will not have to wait while some big job exposed to purchase of radios, which be completely modern in every re- is finished. When the work is com- will remain our principal business." spect, and he will take on, as they pleted the customer is notified over become available, all of the new im- the telephone and date is set for de- Moved to New Location provements in the appliance and ra- livery, or when the customer will Watts' business, which he has con- dio field. come in for it. ducted for about 15 years, has, in nor- In the meantime, the present shop mal times, consisted of approximately is kept busy with radio repairs. A Allots Space for Sets 50 per cent radio limit is placed on the amount allowed sales, 50 per cent Between ten and twelve radios to pile up ahead, however, as Watts a repair work. day, comprising large and At believes it is not to the future best small jobs, the outbreak of the war, when are completed ready for delivery. it became interests of the store to have a large evident that sales of radios The completed radios are placed would sharply, list of impatient customers. drop he moved his at the front of the store if they are business into a smaller place nearby, to be called for by the owner; those and prepared Students Work to increase his repair in Store which are to be delivered are placed work to make up in a measure for the The store picks up and delivers at at the rear of the shop convenient to lost sales volume. He had to work regular periods, using its own trucks. the trucks. Finished work is longer, placed and he had to see more work Small sets are brought into the shop on shelves at the side. These shelves come in than could be readily taken and called for by customers. are always full- evidence of large care the of. But percentage of profit Part of the labor problem has been amount of work brought in. grew, and all the time his store was solved by using high school boys who The work bench is at the rear of becoming better known. come in after school. While they are the shop. An oscillograph, which is When conditions are right, the not technicians, Mr. Watts has found used to find distortion of tone, is business will be moved to larger guar- he can train them to do many things placed at one side near the bench. 68 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com Nike Symbolizing Winged Victory, from Samothrace is a masterpiece of sculpture of 280 B.C., treasured throughout the ages by all peoples for sheer, simple, lasting beauty.

Pride of craftsmanship is represented by idealism in conception and execution of Detrola radio receivers, automatic record changers and other electronic in-

struments . . . all of unsurpassed beauty and value

. . . developed especially for the world's outstanding merchants and their customers.

DETROIT 9, MICHIGAN o. '0.CCric 0' DETROLA RADIO DIVISIONr OF INTERNATIONAL DETROLA CORPORATION, 69 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com

a Safe Heater ... a Proved Profit Builder

Not just another heater, but an entirely new principle of heating with household current. Non -glowing (black heat) SAFETY HEATER coils which should never need replacement are incorporated in a dual -walled cabinet of exceptional design. These activate seven vertical air streams which result in a natural circulation of air throughout the room. No fan, no noise, SPECIFICATIONS: no danger regardless of heater's position. Cannot burn 191/2 in. wide, 18% in. in height and 91/4 in. in depth ... weight 19 pounds ... wattage children or fabrics in contact with the cabinet . . . The 1200 at standard household voltage (110- 120) either AC or DC ... Trilmont carries Trilmont is ideal for additional warmth in chilly rooms the Underwriters' Seal of Approval. Colors - Ivory or Brown. throughout the year. Available now ! Be the first in your community to display and sell this revolutionary electric MODEL "A" space heater. Only s33 includes Write or wire today for nearest Distributor DETACHABLE CORD SET FEDERAL EXCISE TAX TRILMONT PRODUCTS CO. At and West of the Mississippi, 95c extra WALNUT STREET AT 24th PHILADELPHIA 3, PA.

70 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com "Sure she's happy- she just ran into a door!"

And what a door! That Shelvador* on First thing, show the customer the side -by -side Then you raise the blind on the Shelvador* [he Crosley, Tom, is a salesman's dream. refrigerators. You have the Demonstration Blind and step back. Bang! She gets it right away. You don't have to say anything. You let the pulled down over the Shelvador *. You explain Not much left to do but get out the order refrigerator do the talking and does it talk! that both are excellent refrigerators - with all book and ask, "Name and address, Madam ?" modern improvements, gadgets and so on. The Crosley looks like two refrigerators with that double front -row storage space.

SEEING is Believing

SOON AS we go into production, we are con - AS fident the Crosley Refrigerator with the patented, exclusive Shelvador* will again be the talk of the trade.

the Shelvador* -the T W I C E A5 M U C H sells itself. FOOD TO THE FRONT door that WITHIN EASY REACH Typical of all Cros- ley home appliances. Crosley gives you not only the Shelvador* but radios, radio combinations, and household appliances with features the customer can see, hear, or feel- features that let you profit handsomely.

THE CROSLEY CORPORATION, CINCINNATI 25, OHIO

That's just the beginning. Because a new refrigerator is an event in any home and every woman loves to show it off to her friends. And when her friends get a load of that Shelvador* with all that storage space- brother, they come in to see me. You just can't beat a product that delivers its own sales message! REG U. s PAT. OFF.

FREEZERS E L E C T R O N I C S R A J A R REFRIGERATORS HOME R A D I O S RADIO-PHONOGRAPHS F M - T E L E V I S I O N S H O R T WAVE

B I N E T S H O M E O F W L W. "THE NATION'S STATION'' L A U N D R Y E Q U I P M E N T R A N G E S K I T C H E N S I N K S A C A 71 RADIO Cr Television RETAILING October, 1945

www.americanradiohistory.com PRESENTS *18-44/

FOR SERV)CEMEN

Get your free copy from your IRC Distributor or write direct

-11

UP TO THE MINUTE DATA ON IRC RESISTORS

Every well -posted Serviceman will want his own tributors' stock, these quality resistors are quoted personal copy of this new IRC Service Catalog. at new low prices. Profusely illustrated with useful charts, diagrams, Also tables and product pictures, it contains the kind of included are pertinent facts on IRC's "Century

Line" volume controls . 100 material a busy man likes to have right at his of controls that will fingertips. solve over 90% of your problems in this category. But these are only the highlights of this helpful new Among the interesting features in this catalog you'll catalog. You'll want to see and read it all. find the complete story on the new smaller size BTS (1/2 watt) and BTA (1 watt) resistors, as well as useful Make sure that you get your copy by stopping in at data on the entire BT and BW resistor lines. Now in your nearest IRC Distributor or, if more convenient, RMA Preferred Number Ranges as standard Dis- drop a card to Dept.' 214.

International Resistance Co. 401 NORTH BROAD STREET, PHILADELPHIA 8, PA.

IRC MAKES MORE TYPES OF RESISTANCE UNITS, IN MORE SHAPES FOR MORE APPLICATIONS THAN ANY OTHER MANUFACTURER IN THE WORLD

72 RADIO G Television RETAILING October, 1945

www.americanradiohistory.com gite TRADE MARK Mai Slop Wtem

What's in a name? Ask the man who sells KODAK .. . FRIGIDAIRE ... or BUICK cars. Over and above fine engineering, beautiful, modern designs and a complete line of models, CLARION RADIO carries a name and a dramatic trade -mark, that sticks firmly in the prospect's memory.... For the Dealer who is rounding out his merchandising program today, CLARION has an especially interesting proposition. Write for the name of the CLARION distributor in your territory. Some desirable territory still open.

WARWICK MANUFACTURING CORPORATION 4640 -50 West Harrison St. Chicago 44, Illinois

73 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com Retailer Schutte at his service bench. Turns out more than 200 repair jobs monthly. He keeps his customers posted on the radios and appliances the store will carry soon. Ready for Selling "Tell Customers NOW What You Will Sell LATER," Advises Dealer

How about those customers who but he does leave the customer with now -with called every customer who comes at the store for their repaired the thought that here is a place where to the store." radio sets in war -time? What are you postwar appliances can be purchased. Schutte has been working alone at doing to get them to think of you And if the customer is satisfied with his bench during now the war years, but that postwar radios and other the way the repaired radio operates, has trained his wife appliances are available? to do consider- he is going to think of the dealer very able repairing, too. Mrs. Schutte has Lester Schutte, operator of the often and in a friendly, grateful way, shown considerable aptitude for the North End Radio Shop, Clinton, Mr. Schutte believes. work and also works long hours when Iowa, is now asking all his customers necessary to get the radio jobs done. what appliances they are going to buy, Has "Preference List" Often she handles the office as he awaits receipt calls as of first merchan- well so as to let Schutte stay dise. "I figure that never again will I at his get a chance to talk to so many pros- work during these busy times. As- sistance such as this Quizzes Purchasers pects in so short a time," declares Mr. has upped output Schutte. "I service about 200 or considerably, Schutte reports, and he Then when they tell him what more radios per month. That runs greatly appreciates his wife's help. they are going to buy, Mr. Schutte into 2,500 sets or so a year. just a To handle his delivery problem, tells those customers that he intends word to each of those 2,500 customers Schutte sets aside one day a week to to stock a large line. Thus he gets the will set up a fine future sales pro- pick up and deliver sets which cus- customer thinking definitely about his gram as I see it. tomers cannot bring in themselves. postwar purchases, in connection with "Many customers have told us that These are usually large receivers. the store. And he believes this latter they are going to see us first before By holding his outside work to one thought is very important, buying. In many instances we record day a week, Schutte is able to keep "The average business in this field the preferences of such customers for up a strenuous schedule which really has acquired a lot of new customers postwar appliances. This information results in turning out a lot of work. during war -time," declares Schutte. will prove valuable to us when we "Many of my customers bought their are trying to sell them." Repairs War Vets' Sets radios and other appliances at other Schutte points out that many war- stores in other localities and towns. time service customers are one -time Schutte also spends one day a month In many instances they do not even customers so far as that one radio at the Schick General Hospital, a know if the radio dealer who serv- set is concerned. If a good repair job government institution, taking care of ices their sets in war -time is going to is done, the set may last for the dura- war veterans' radios. sell appliances in the postwar era. I tion. The dealer therefore does not For this repair work the soldier have had folks say to me, 'Oh, are get another opportunity to see that pays if he can. If unable to pay, the you going to sell radios and washing satisfied service customer. soldier finds that the American Red machines after the war? I'm glad "A lot of customers think that he- Cross is willing to handle the bill you told me so.' I have lots of an- cause we've been servicing exclusively, for him. Schutte always works hard swers like that, and it is one reason we are going to do only that in this to get all these radios in perfect work- why I think it pays to talk about sales peacetime era," says Schutte. "The re- ing order, for he says these boys who now with one's customers." tailer who intends to sell radios and have fought in World War II and Dealer Schutte doesn't take any appliances now has to combat that been disabled deserve the best of at- definite orders for postwar appliances, idea. The time to combat it is right tention. 74 RADIO Cr Television RETAILING October, 1945

www.americanradiohistory.com #ERE.I' N flATPO uli eT pom RCA f#PRO/ECTIØ#- TELEl4.fYON rams__

nQ Saen How the RCA Television Op- tical System Provides News-

paper -Size Images from a Low/Speaker Specially Developed 5-Inch Kinescope Tube. eeKN 4LN.ny Lebo) f

dozens of LOWER COST OF TUBES: Simple bulb design in soft glass paper page, with dear, bright images, enable lends itself to low -cost quantity production. persons to see the program ... and this is but one example of RCA electron -tube development, engineering and LOW -COST POWER SUPPLY: New electrostatic -focus electron leadership. gun avoids cost of a magnetic -focus coil and, at the same in time, permits use of a low -cost power supply having mod- Make sure you have the advantage of this leadership erate regulation. building your radio and television service business. Carry the tubes with the best -known name ... RCA. HIGH CONTRAST AND HIGH LIGHT OUTPUT: New method of applying fluorescent particles to the glass face results in high contrast and high light output. BUY HIGH RESOLUTION: Improved gun design provides high VICTOR resolution. BONDS TAILORED TO PROJECTION OPTICS: Spherical face of RCA projection kinescopes matches RCA reflection -type optical system.

Already, RCA has demonstrated to hundreds of engineers and radio experts television of tomorrow as made RADIO CORPORATION OF AMERICA possible by these new tubes. Screens as large as a news- TUBE DIVISION. HARRISON. N. J. LEADS THE WAY ... In Radio ... Television ... Tubes ... Phonographs ... Records ... Electronics The FJUntainhead of Modern Tube Development Is RCA

RADIO G Television RETAILING October, 1945 75

www.americanradiohistory.com . VICTOR otYPe - - with New "Kick -Off" Line Pack Terrific Sales Wallop

THIS is more than you expected so soon -not just prewar designs to catch the quick trade -but everything your customers have hoped for in up -to- the -minute styling, tone quàlity and long -range performancet. Each and every one of the nine models strikes a new note in value and quality, made possible by RCA's vast wartime experience in the mass production of precision electronic equipment. Look them over - read the specifications -and you'll see why the "kick -off" line is a winning team.

The Tiny "Personal" Gives Real Reception Your Customers Will Cheer for This One

RCA Victor 548 can be carried in a topcoat pocket! Victrola* 55U is almost ', smaller than RCA Victor prewar radio - One -third less cubic content than the RCA Victor pre- phonographs. Cabinet of walnut in classical modern design. 5 RCA war "Personal." Gives room -sized volume. Uses 4 Victor Preferred -Type tubes (giving "7- tube" performancet). Magic RCA Victor miniature -type tubes giving "6-tube" per - Loop antenna. Powerful dynamic speaker. Straight -line dial and con- formancet. Camera -type construction,poiishedchromi- trols on front of cabinet. Automatic record changer plays up to 12 um trim. Only 31/4" high, 41/4" wide, 6W' long. Weighs records. Permanent -point pick-up. List price approx.: $79.95. 3'h lbs. Tunes 540 -1600 kc. List price approx.: $25.00.

The No. I Value in Low - Priced Radios RCA Victor 56X uses 6 RCA Victor Preferred -Type tubes (giving "7- tube" performancet). Has extra -large Magic Loop and Selective Superheterodyne Circuit for strong, clear reception. Husky 5 -inch dynamic speaker. Cabinet molded of rich walnut plastic. Has recessed angle- vision dial and new "bull's eye" pointer. Tunes 540 -1620 kc. 7.4" high, 12" wide and 64" deep. List price approx.: $24.95.

Contact your RCA Victor Distributor today for final prices and news of RCA Victor's sensational new promotion aids -finest in the industry.

76 RADIO G Television RETAILING October, 1945

www.americanradiohistory.com TAKES THE FIELD... of Post -War Radios -Nine Outstanding Models ...Production All Set to Roll!

ADVERTISING EVERY MODEL PRICED FOR PROFIT BACKED BY BIG interference for you all along the line. A big, hard - From the "Personal" Radio with room -sized RCA Victor will be running major media leading off with a smashing color volume, to the exquisite Model 59V1 with hitting advertising campaign in - Life magazine -will clear your way to the "Roll -out" record changer -every one is spread in the November 26 issue of history of radio! So -get on RCA Victor's fast- moving priced to sell at liberal profit to you. A most profitable market in the kick -off. It's the chance of a lifetime. model in every type and price class. team now -and be in on the sales-winning

The Radio The " 1 2,000 Mier" With A Touch of Tomorrow RCA Victor 56X5 is a real dis- RCA Victor 56X3 follows the tance- getter. Uses 6 RCA Victor new functional design. Has re- Preferred -Type tubes giving "8- cessed- angle, spread- vision dial. tube" performancet. Has Tele- Uses 6 RCA Victor Preferred- vision -Type Amplification and Type tubes (with "7- tube" per- provides foreign band coverage formancet). Extra -large Magic from 8900 to 12,000 kc., in- Loop has antenna coil connec- cluding "spread" feature on the tion for weak signal areas. Tunes 31- and 25 -meter bands. Mod- 540 -1620 kc. 8/" high, 14'/" ern cabinet of rich walnut finish. wide and 7'/" deep. List price 8" high,14W4" wide, 7 " deep. approx.: $29.95. List price approx.: $34.95. r I l t: {:{5 t hV Y [i]Ct d.'vUIS ,..draphl Victrola* 59V1 is housed in a Chippendale style cabinet of fine walnut and mahogany veneers. "Roll -out" record changer accommodates twelve 10" or ten 12" records. Permanent -point pick -up. 9 RCA Victor Preferred -Type tubes. 3 Bands. American and foreign reception. Contin- uous tone control. No lids to lift. Height: 36 1 -16 ". Width: 358 ". Depth: 1778 ". List price approx.: $200.00. The Lowest- Priced RCA Victor Console

Victrola* 58V radio- phono- The Radio A Battery Set graph is housed in a smart low- Appeal Convertible To Line Powerl boy cabinet of fine walnut or With "Post -War" mahogany veneers. Lids over RCA Victor 56X2 is housed in RCA Victor 55F can be readily automatic record changer and exquisite cabinet of molded converted to 105 -125 volt AC radio raise independently. plastic finished in antique operation by the RCA Victor Spread on 19, 25, and 31 ivory enamel. Uses 6 RCA "Electrofier." Features 5 RCA meters. Push- button tuning. 5 Victor Preferred -Type tubes Victor Preferred -Type low - watts output! 12 -inch dynamic that give "7- tube" perform - drain tubes and On- and -Off speaker! Built-in antennae.List ancet. Straight -line dial set at "Battery- saver" indicator. price approx.: $179.95. angle for full vision. Tunes Tunes 540 -1720 kc. Batteries 540 -1620 kc. 74" high, 12" required: 1.5 volts "A" and 90 wide and 644" deep. List price volts "B." Cabinet 9'/a" high, approx.: $26.95. 18" wide, 10" deep. List price approx.: $32.50.

tAccomplished by the use of dual -purpose tubes. RCAVCTOR *TM Reg. U. S. Pat. Off. ADIO CORPORATION OF AMERICA 77 RADIO t' Television RETAILING October, 1945

www.americanradiohistory.com How the RCA type

162 -C

CHANALYST

'elps Radio Men Do Many Jobs Fir- %la

THE RCA Type 162 -C simplifies and speeds up many types of radio design, testing and repair jobs -saves worry, work and time. Shown here are pages from a bulletin that tells why you need the Chanalyst...what it does...how to use it. This bulletin is interesting- instructive -and it's yours for the asking. Write for it, or fill in and mail the coupon below and we'll promptly send you your copy. True, RCA Chanalysts may still be hard to get in your locality. But you can get in line to own one by consulting your RCA Test Equipment Distributor about this labor- saving, money- saving instrument. Send for, the bulletin ... today.

- r------TEST AND MEASURING EQUIPMENT SECTION Radio Corporation of America I Camden, N. J.

Please send me more information about the RCA 162 -C CHAINALYST (Name RADIO CORPORATION OF AMERICA Street Address RCA VICTOR DIVISION CAMDEN, N. J. City and State In Canada, RCA VICTOR COMPANY LIMITED, Montreal ------. - MN - - MIN j 78 RADIO G Television RETAILING e October, 1945

www.americanradiohistory.com "Repeat" Sales Guaranteed by Satisfactory Service: Alert to Customers' Needs

Set and movie projector servicing proves profitable for Eyler; helps him to build volume. Repairs Reap Rewards

Maintenance of radios, and movie "By keeping our patrons' receivers projector repair work is keeping Owen in first -class operating condition dur- B. Eyler, proprietor of Eyler's Radio ing the days when people were eager DEALER EYLER: were lay- & Movie Service, 70 E. Washington for the latest war news, we an active peace- St., Hagerstown, Md., fully occupied Has Central Location ing the foundation for during this period of merchandise time business. Technicians and deal- scarcity. Keeps Prospect File ers have insured their future sales vol- This firm's policy of rendering ex- Studies Business Methods ume by rendering expert service work at that time," Eyler asserted. cellent service is not only enabling it Cuts Unnecessary Expenses to survive war -borne shortages, but is He feels that the country's tech- also providing the stepping- stones over Ready for Set Selling nicians have provided an enviable which it will reach a high volume of service to the public. He stated that business in the postwar period. radio repairing is not only a war -time Situated at a corner of a busy in- necessity, but is also very important ;luring normal times. In the role of tersection in a high traffic area, the to keep "tabs" on when the set was a morale builder, the technician has store benefits from the large number originally serviced and the nature of contributed to a great extent. His of passers -by and busy shoppers. Be- the work. to repair sets quickly and ef- cause of its central location in the The war period with the accom- ability been instrumental in heart of the city, the establishment's panying civilian mer- ficiently has disappearance of satiate the public's hunger pick -up and delivery problem is con- chandise may have caused hardship helping to he concluded. siderably eased. Many buses stop near for radio dealers, but it has also been for news, the store, thereby enabling customers a blessing in disguise, Eyler declared. Down to bring sets which are not too large "War -time operation has tested the Keeps Expenses to the store. dealer's ingenuity and his intelligence The rising costs of living, and the to the utmost. In order to keep in increased expenses in conducting a "Tags" Each Radio business, many retailers have had to radio repair business during these To build a source of "repeat" serv- demonstrate their business sense, alert- days, served to illustrate to this dealer ice customers, and to create a good ness to changing conditions, and re- the value of specialized training. In prospective -purchaser file, Eyler at- sourcefulness. order to keep overhead and other costs taches his business card to each set "That is why I believe," he con- to a minimum, business study and serviced. The card reads: "Super tinued, "that dealers who survived training have been Eyler's tools for Service at Eyler's; phone, 288 -M; or the war period will profit from future eliminating unnecessary expenses. This call at 7o E. Washington St." radio merchandising. These merchants has also aided in providing consumers As each completely repaired receiver will develop large sales volumes, and with service at reasonable charges. leaves the store, the tag, which bears they will earn their just profits. Their The proprietor of the store is an the date of servicing, is fixed to the capacity for staying in business, profit- old -timer in the radio field. He has radio., If a set returns for repairs ably, has been amply proved. been acquainted with receiver opera- after three years have elapsed, the old "Doing a thoroughly satisfactory tion from the time when radio was card is removed and a new one affixed. service job is my method of protecting considered a "toy." His long experi- In addition to creating good -will, and my business at present," he stated. ence in radio servicing will serve supplying potential customers for "A satisfied customer is our best ad- to his advantage these days, now that future radio sales, the dealer is able vertisement. merchandise is returning. RADIO & Television RETAILING October, 1945 79

www.americanradiohistory.com AMPHENOL ANTENNAS

Promise . .. New Improvements In Postwar F -M { and Television Reception

For every improvement the antenna array can bring to future F -M and television reception -look to Amphenol. With a background of wartime experience in special research and engineering for the Armed Forces on dipole broad band reception, Amphenol has amplified its long AMPHENOL F -M DIPOLE production experience that began in ANTENNAS WILL PROVIDE the early days of radio. When Amphenol is free to its High gain that means better pick -up and convert reception. output to peacetime products, Amphenol's F -M kit Directional array that will eliminate Dipole Antennas in form will interference from the reflector side. offer a new top efficiency that is in Trouble -free reception in the F-M bands. advance of all present developments in the field. Swivel feature will reduce or eliminate undesirable reflections that cause mul- Features will include all -steel construction tipath distortion in television. for supporting parts and hi- strength New idea in parallel lo-loss transmission `\ aluminum dipole and reflector rods. line- Your commitments should be made now to secure early deliveries.

AMERICAN PHENOLIC CORPORATION Chicago 50, Illinois In Canada Amphenol Limited Toronto

U.R.F. Cables and Connectors Conduit Fittings Connectors (A-N,

U N. F., British) Cable Assemblies Radio Parts Plastics for Industry i

80 RADIO er Television RETAILING October, 1945

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1111 POWER

HIGH VOLTAGE POWER SUPPLY This is the RA -38 power supply- another of the numerous valuable items in the group of government radio and electronic supplies offered for general distribution through the Hallicrafters Co., agents for RFC under Contract SIA -3 -24. THESE VALUABLE ITEMS it Output voltage continuously variable from 0 to Zito 15,000 volts. Can be easily adapted to deliver up ,1f to 6,000 volts at 1 ampere. Excellent power sup- soon. Write, wire or phone for further information. or very ply for laboratory work or can be used as power head phones test equipment component source for broadcast stations, induction heating equipment, vacuum tube life tests and parts marine transmitters and receivers code many other industrial applications. practice equipment sound detectirg equipment vehicular operation police and ccmmand sets radio beacons and airborne land ng equipment. CLIP THIS COUPON NOW

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STATE PVRIGHT' 1945 THE HALLICRAFTERS CO. www.americanradiohistory.com Servicing Tampered Sets

Second of Two Parts. Correcting "IPlessed- Up" Circuits. Checking Wilful Damage to Sets

Our discussion of tampered or for a wide variety of reliable test in- "messed -up" sets in the September is- struments in servicing messed -up re- sue of RADIO & Television RETAIL- ceivers. ING was limited to tubes. This month Another instance of gross, but not we shall discuss results of tampering too obvious tampering, was found in involving other components. the connection of an aerial to one side Cases where tampering is both gross of the power line. This occurred on and obvious need little comment. a set in which the external aerial is Probably every radioman has received mechanically, but not electrically, con- sets for repair in which the set owner, nected to the line cord, and is nor- or some other "expert," has replaced a mally left unterminated at the plug. resistance cord with a line cord, blow- An electrician, noticing the uncon- ing out one or more tubes as a result. nected wire, thought it had worked Almost as common is the use of a itself loose from the plug, and at- 400 ohm speaker to replace a 3,000 tached it there. The result was a de- ohm unit, making still another speaker crease in volume that led the owner replacement necessary. FIG. 2.- Improper connection of the aerial We may, in lead to take his set to a more competent passing, to the ungrounded side of the line be- recommend for honorable came readily apparent when A was shorted to technician. nention in the Messers -Up Hall of ground, resulting in fuse blow -out. The radioman suspected that the lame, the set owner who unsoldered antenna coil primary was defective, most of the connections in his radio, shown an and shorted it to B- to see if volume and joined them back together with abnormally low negative voltage to cathode from the oscillator was affected. The resultant fuse radio cement. blow -out led to quick location of grid (see Fig. I ). The next step the When tampering is gross, but not would have been to check the coupling trouble (see Fig. 2) . capacitor for a decrease in capacity, which would have resulted in quick discovery of the unit's absence. I,000 TO LOOP The ohm -per -volt meter ac- ANTENNA tually used, however, gave an inaccu- rate contact voltage reading which TO FILAMENT was interpreted as correct merely be- 'r` CIRCUIT cause it was negative, and led the radioman to go on to check cl other circuits. This case underscores the need

RADIO SABOTEURS FIG. 3.- Flexible resistor C -D opened at its slack end only when set was right side up. When FIG. Voltage between points 1 and Reputable 1.- 2, dealers sometimes set was turned over for testing, the resistor when measured by a v -t voltmeter, would be receive sets for repair that have had to be gently tugged after heating up, very low if Cl was open, or missing, since been considerably damaged by before the intermittent registered an absence Cl is in a grid-leak circuit. irresponsible repairmen. The of voltage between C and D. "messing -up" is wilful, and is in- obvious, is service not quite as simple. tended to make service of the Intentional tampering is sometimes To illustrate, an instance may be cited set so difficult or expensive, that encountered. Here is what to look where an oscillator coupling capacitor the dealer into whose hands it for on sets that have gone through this had been removed from a camera -type falls will not be able to underbid mill: portable. Extensive voltage, resistance, the first repairman's estimate. Extreme misalignment. This is the and other tests were made before the This Kamikaze tactic spells busi- quickest, and therefore the most usual radioman realized that the capacitor ness suicide for its practitioner, form of sabotage. was missing. as well as headaches for the next I-F coils cut through. In some cases, Service would have been simplified repairer. If a better method of terminals of these damaged coils are if the radioman had possessed a vac- committing hara -kfri exists, only connected with a simple wire, so that uum -tube voltmeter. Grid bias mea- the Japs know about it. a continuity reading will be obtained. surement with this meter would have Check all coils for proper resistance 82 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com values before giving any estimates on had been cleared up, and the new these sets, to avoid future trouble. 1A7 tube was permanently installed. Intermittently defective tubes. The CHECKING "MESSED -UP" Some of the most difficult problems cleverer type of saboteur does not re- CIRCUITS FOR arise from incorrect replacements of place his customer's tubes with bad defective units by inexperienced re- ones, but substitutes intermittent tubes COMMON ERRORS pairmen. Use of an output trans- that test perfect on the meter. Your former with an incorrect inductance Look estimate will be completely off if you for: value, in one case, produced a distor- difficult to diag- don't take this possibility into account. 1. Glued -in voice coil. tion which was very A wise procedure is to place all of the nose. Pure hunch, based on signs that value speaker. tubes in the suspect set into a similar, 2. Wrong the transformer had been recently re- repaired receiver, and check them in 3. Incorrect attachment of filter placed, led the technician to substitute that way. capacitors, especially com- another transformer. I Damaged power transformers. In mon positive types. The difficulty of course, in these and look one case, the transformer smoked, 4. Incorrectly attached volume cases, lies in knowing what to seemed to be shorted. The radio- control. for. Any detective who was con- man investigated, even though he did fronted with as many possible suspects antenna coil con- not suspect any tampering, because the 5. Reversed as a radio serviceman is in dealing burnt odor that generally accompanies nections. with a tampered set, would tear out a shorted power transformer was ab- his toupee and take up movie writing. sent. After a careful search, he found a Using Oscilloscope filament lead from the transformer The first repairman, on the other once, assumed Radiomen who own oscilloscopes obscurely nicked, so that it shorted hand, tested the resistor can use them to good advantage on against the transformer shell to it was ok, then went on to other tests. or perhaps many of these repairs. An incorrect ground. It was a sly, well- disguised He lacked the imagination, second volume control replacement in a duo - case of sabotage, perpetrated by a re- the suspicious nature, of the for diode triode detector circuit may in- pairer who wanted to minimize the technician, who took nothing troduce a mysterious distortion that possibility of detection. granted. Going back to unintentional damage caused by incompetent service - when one or more intermittent trou- SET bles are also present in these sets, trouble- shooting may become quite OSC 2 ND. difficult. I. F A. F SP'K R MIXER DE T. Triple Trouble ------B Take the case of a 3 -way battery portable, which had been misaligned by its owner, and which had, in addition, two intermittent defects. One was a screen resistor that opened only EOSG e H2 ND. when the set was right side up, and I. F closed when the radio was turned over MIXER DET. for testing. The other was a IA7 that tested perfect, but became inop- erative soon after the switch was turned on. A. SP'K'R The combination was too much for one radioman. A second technician's procedure, however, enabled him to SIGNAL TRACER fix the set very quickly. The defective screen resistor was a wire- wound, flexible type, and had a FIG. 4. -When signal comes through undistorted from ose. mixer, and distorted from the slack, unwound section of wire at one i -f stage, the i -f is obviously the source of trouble. A and B are connected alternately. terminal. When the set was over- turned, the weight of the resistor The second repairman also replaced does not readily give up its secret: caused it to open at this end. The the 1A7 at the very outset with a new The 'scope can, probably more quickly second technician was immediately one-for test purposes- because IA7s than any other instrument, locate the suspicious of this resistor because the are notorious producers of intermit - source of the trouble. Signal input at loose wire looked weak. Placing his tents, and he was determined to elim- the high side of the control may be voltmeter test prods from screen to inate any suspicious components at the compared with that at the plate of B+ (see Fig. 3), he tugged gently at very beginning. Correction of the the preceding tube, localizing the the resistor, waited for it to heat up, misalignment was the only service job source of the distortion. then tugged at it again. On the sec- that remained, and that was fairly An audio signal tracer may prove ond trial, an intermittent reading oc- simple. When the original 1A7 was useful in servicing tampered radios. curred on the voltmeter. Replace- replaced, its faultiness became quickly On one set, the repairer had made an ment of the unit followed. evident now that the other troubles (Continued on page 86) RADIO & Television RETAILING October, 1945 83

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www.americanradiohistory.com cathode circuit and making momentary tuned circuit under suspicion. The emission possible. This short must highest output was not obtained at Service Notes have occurred only when the emis- 465 kc, but at 450 kc or thereabouts sion button was pressed, because the (see Fig. 5) . This led the radioman indicator didn't light on "short" test. to remove the coil from its shield can Defective Electrolytic and inspect it. The amateur rewind- Intermittent distortion, hum, and Philco 620 ing job then became readily apparent. low volume appeared on this set. Re- Bakelite capacitors are apt to fade Some readers may possibly feel that ception was perfect while set was on this set. Test by forcing a screw- it should have been simple to compare right side up. When chassis was driver against them. Screwdriver the two identical i -f coils in the set for turned upside down, however, symp- should be held vertical, and consider- resistance readings, and deduce a de- toms described appeared. Crossing able pressure exerted. fect in one of them if the readings the filter capacitor with a new one (More Service Notes on page 88) were not the same. It should be noted restored set to normal. What was that the technician did not suspect this probably happening was an improper sort of trouble, so that it never oc- distribution, or concentration, of the curred to him to make such a com- dielectric fluid in the wet electrolytic parison. Then again, a difference in capacitor when the set was turned Servicing windings sufficient to produce distor- over, causing an open capacitor effect. tion might not necessarily result in a Tampered Sets noticeable change in resistance. Fading 1LE3 (Continued from page 83) Profit and Loss When fading is the complaint on 3 -way portables using 2 ILE3s, the attempt to rewind an i -f coil, but had Tampered sets generally bring trouble may often be eliminated by not wound sufficient turns on it. Since small sums onto the black side of the switching the TLE3s around. One of the coil was enclosed in a shield can, ledger, and not infrequently appear these tubes is used as a converter - the amateurish job was not visible. on the red side, in terms of time lost the other as an i -f amplifier. When Voltage tests gave no clue. in their repair. From a technical the converter's transconductance Signal substitution tests, however, viewpoint, however, they may bring drops, the tube may fail to oscillate revealed the trouble. Signal from the the technician a great deal of addi- at all times, causing fading. The de- stage preceding the faulty one was fed tional knowledge. Radiomen who can fective ILE3 converter, however, can into the appropriate stage in the tracer, quickly and satisfactorily repair every still function perfectly well as an i -f and was amplified without distortion. tampered set that comes into their amplifier, while the rLE3 previously Signal introduced from the defective shop, can award themselves an "E" used as an i -f amplifier may have an stage into the tracer's amplifier, how- for excellence -in skill, ingenuity, unimpaired transconductance. Switch- ever, came through distorted (see and alertness. Those whose repair ing the tubes, thus, may clear up the Fig. 4). records are not as good, may still cite fading, and avoid the necessity of re- A test oscillator was then used in themselves for a purple heart, for placing a hard-to-get tube. This pro- conjunction with a v -t voltmeter to mental wounds received in the line cedure, of course, is helpful only when test the resonance response of the of duty. the trouble has been definitely traced to a defective converter tube. Defective 25Z5 Tube -testers are often inadequate, TEST as every experienced radioman knows. OSCILLATOR On one recent service job, inoperation was the complaint. There was zero voltage from the cathode of the 25Z5 to B -. No shorts, or open filter capacitors, were present. The 25Z5 was tested. Reading was in the "good" section. The radioman suspected the tube in spite of the clean bill of health the tester had given it. On close inspection, the connecting wire going from one of the tube prongs to the cathode was seen to be Bt open. No emission, thus, was pos- V. T. V. M sible. Why had the tube checked - o.k.? The only possible deduction was - - TO AVC that a momentary short between OTHER CIRCUITS cathode and filament occurred while the tube was in the tester, causing a reading when the emission button FIG. 5. Signals of varying frequency but the same amplitude may be introduced into the grid was pressed. The upper portion of the circuit of the stage preceding the one containing i -f coil L, and the output across the secondary melted cathode wire could have easily measured with a v.t.v.m. Highest output will not be received at the 1 -f frequency If either the contacted the filament, completing the coil or capacitor is defective. 86 RADIO & Television RETAILING October, 1945

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87 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com There is a prevalent need for new- Rider Volume 14 Issue comers to realize the value of listen- The perpetual trouble Service Notes ing to the oscillating hum of a bad shooter's manual, volume 14, covering tube, determine the smell of burnt the receivers, amplifiers and civilian insulation, feel the shock of a dis- radio equipment built prior to charging condenser, and see the need the production line shutdown Smelling Out Trouble for sound soldering. was recently released by John F. Rider, Too often radio servicemen are 404 4th Ave., New York 16, N. Y. prone to look for their bugs with the The manual is bound in most complete phenomena in mind. Tube Loose in Socket the customary loose leaf holder and is comparable The simple approach of visual in- The usual remedy for poor socket in size with previous volumes. An spection is often lost in the desire to contacts is to tighten them. On index to volume 14 is included. prove a farfetched theory. Sometimes, large, complicated sets, however, This volume contains nearly 1400 pages use of the senses may, however, be which may take some time to take and the net price is $11.00. better than signal tracing and con- apart, try using a new tube. Tube tinuity checks. prongs are not always identical in Supplement Issued A good general visual check may size, and a larger -pronged tube may on not be the answer to a problem; but be found which will fit the socket Radio Tube Substitution it paves the way for a more technical perfectly. It may prove more eco- Book approach, for usually when the trou- nomical to replace the tube, than to Supplement No. 1 to Wartime ble cannot be seen, it must be tracked spend the time necessary to take the Radio Service, a book down. set apart and repair the socket. of tube substitution notes has recently been pub- Army repairmen are taught first to lished by City Radio Co., Phoenix, be resourceful and secondly to be Ariz. The supplement includes serv- technical. It is remarkable how sharp Book Reviews ice notes for changing battery radios eyes, tuned ears and sensitive noses to ac -dc circuits. serve more acutely than test equip- Typical of the notes is the one ment in some cases. Introduction to Practical Radio quoted below : Field Problem There are a good many Silvertone By Durward J. Tucker, published and other makes 2 There was a time in Oregon dur- of volt battery by the Macmillan Company, New radios with octal sockets ing a field problem when the net con- and from York, 322 pages-price $3.00 4 to 7 tubes which trol station had to go off the air differ only a little from the ones described, which because a good sense of smell was This new book on elementary radio can be electrified in the same manner. lacking. The operators knew their is proposed by the author to serve as transmitter was off due to a high a single text covering the basic fun- In every case the 1C7 must be ammeter reading. They closed the damentals of radio by confining the changed to 1D7 and the output tube station to await repairs; but a good text to material on first principles changed to a 6o mil type or a 50 mil whiff would have placed the operator and providing at each step, the neces- with suitable shunt resistor to by -pass in a position to alleviate the difficulty. sary mathematical tools as required. the extra ten mils. A repairman soon arrived. He loaded The first chapter includes the rela- up the transmitter again to see for tionship of radio to electricity, some Checking Bias himself. He contemplated tearing out mathematics and sample problems in Grid returns should be examined the ammeter, checking the antenna electricity. The second chapter deals to see that bias is not too high. If in circuit, or even possibly overhauling with elementary electricity, giving doubt return the grid of any but out- the entire set. the electron theory, symbols, Ohm law put tube to its own negative filament The net control station was closed relationships and examples in elec- and the grid of output tube to a point down twelve hours because a repair- trical circuits. Common electrical on the filament circuit some 3 or 4 man did not take time out to inhale component parts illustrations are in- volts negative with respect to its own the smell of burning insulation. Two cluded. Additional chapters include filament. If grid of output tube is wires were crossed in the tuning unit; more complex resistance circuits, di returned to ground the bias will be intensive heat distintegrated the in- rect current power, equipment wiring, a little less than the total voltage of sulation. Kirchhoff's laws, magnetism, electro- the filament string, or so near cut off magnetism, alternating current, elec- that it will not work. The detector Mountainous Molehill trical instruments, inductance, ca- may be biased about the same as Another incident which illustrates pacitance, impedance and an appendix output. the necessity for the visual approach of logarithms, trigonometric functions The low end of volume control in repair occurred when a BC 312 and a table of powers, roots and re- generally has to be moved to a point broke down. Careful inspection dis- ciprocals. near the middle of the filament string. closed no apparent difficulty. A con- A complete list of the symbols as You can easily find the point where tinuity check localized the trouble used in the text precedes the first it works best and with least distortion. within the Ist r -f. Resistor and chapter. The illustrations in the In case you wish to make up a capacitor measurements located no book include a number of photo- dummy set of tubes to test out fila- defunct material faults. Endless graphs of component parts and a ment voltage before putting tubes in, checks merely proved negative. number of schematic circuit drawings. the resistance of a 2v 6o mil filament A piece of solder lodged within the Considerably more emphasis is placed is 33 ohms and a 1.4v 6o mil tube ganged air condenser soon was sighted on the electrical relationships in radio is 23 ohms; and a 2.8v filament to unveil the trouble. than on radio equipment itself. shunted to pull 6o mils is 46 ohms.

88 RADIO Cr Television RETAILING October, 1945

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Maximum accessibility of parts for maintenance and service is provided. Set is mounted on a drawer -slide, which does away with the necessity of removing receiver from cabinet. With set pulled out on this slide, it can be tilted into three different positions, so that all components can be easily reached. Front of the receiver is equipped with lock -handles, which eliminates the necessity of using screws ohms per volt), thus providing double to fasten the front panel to the cabinet. the number of full scale readings of the National Radio Company, Malden, Mass. average tester. Unit is suited for test- available: 7 -tube set on a 14 x 14 in. -RADIO & RETAILING Television ing television and other high resistance panel, and a 17 -tube de luxe model dc circuits. Ac voltage ranges, at 10,000 offering both FM and AM broadcast ohms per volt, permit checking many reception, and requiring 14 x 26 in. Ten- Metropolitan MULTIMETER audio and high impedance ac circuits tative retail prices are $99.50 for the that usually require a vacuum tube 7 -tube model, $250 for the 7 -tube set. Model PB -200 measures ac and dc voltmeter. Triplett Electrical Instrument Distributed through the Paneltone Corp., voltage, dc current, capacity, decibels, Co., Bluffton, Ohio -RADIO & Tele- 1841 Broadway, N.Y. -RADIO & Televi- and resistance. Push -button operation vision RETAILING sion RETAILING

SEE PAGES 44, 45, 46, 47 FOR NEW ELECTRICAL APPLIANCES: AND PAGES 52, 53 FOR NEW RADIOS.

92 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com He made a New Ibrk delicatessen famous the world over

" And another pound of that good mayonnaise your wife makes, please. I certainly do envy her that recipe." Customers were always saying that to Richard Hellmann in the early 1900's. The mayonnaise his wife made was just the most popular thing he sold in his little delicatessen about it. on New York's Columbus Avenue. People certainly liked They liked it so much that in 1912 Hellmann gave up his grocery and started manufacturing mayonnaise. Hellmann's Mayonnaise soon became widely famous. The quality of the mayonnaise itself, and the powerful national advertising which made it one of the most trusted, most wanted brands in the country, built up a huge demand for it as the years passed. More and more Hellmann's Mayonnaise had to be produced. The price dropped from about $1.00 a quart (in the twenties) to about 59¢ today. The real importance of this success story, of course, is how Hellmann's brand advertising benefited us. It made Ameri- can housewives appreciate quality mayonnaise. It made them want Hellmann's. It brought about mass production that pushed the price of Hellmann's down, down, down through the years. Brand advertising consistently saves your household money. Canned soup once cost 25¢- nationally advertised quality soups now cost 10¢. Nationally advertised bathing suits averaged $25 once -just before the war they were $4.95. Electric refrigerator prices slid from $310 to $130 in fourteen years -electric washing machines from $154 to $69. Gasoline for your car costs 40% less now than in 1925. You couldn't get along without the savings and comfort you get from brand -advertised products. If you think so, try it. Yoii probably won't try it long.

AMERICA'S GREAT" It happened to PHILCO FREE REPRINTS OF THESE STORIES OF "WHY in 1941 $167.5C in 1928, $9.95 This series of newspaper and magazine advertise- Philco has done a great job of ments is offered as a public service by Fawcett brand advertising radios into Publications, Inc., 295 Madison Avenue, New America's home.. The demand York 17, N. Y. Write for free proofs. created by radio brand advertising has brought about the mass production which made it possible tor INC. you to get a radio in 1941 for leas FAWCETT PUBLICATIONS, than a fraction of what you paid LARGEST PUBLISHERS OF MONTHLY MAGAZINES in 102g! WORLD'S 93 RADIO ,$ Television RETAILING October, 1945

www.americanradiohistory.com 94 RADIO Cr Television RETAILING October, 1945

www.americanradiohistory.com This is not our own appraisal of the Simpson 260. branch of the armed services -Army, Navy, Ma- We knew, before the war, that it was a fine instru- rines, Coast Guard -carried them to the far ends of ment but, frankly, we didn't know how good it was the earth. They were compelled to perform under until war wrote the record. Now the story of the conditions often so arduous that testimonials of 260 is written into the records of such wartime in- amazement at their ability to function at all became dustrial developments as that of synthetic rubber, commonplace as the record grew. into the vast and secret research and servicing and Chosen on its merits, the Simpson 260 became of radar. uniquely the test instrument of the war. Originally designed as a radio serviceman's test unit, the Simpson 260, because of its sensitivity and AVAILABLE NOW TO YOU was found adaptable to general service wide range instru- duties in the entire electronics and electrical fields. Now the Model 260, always the preferred radio servicemen, is available again to a Not a warborn instrument, the 260 was given thou- ment of war jobs in the production and widened field of peacetime services. We ask you to sands of essential quality servicing of communications equipment. It made a remember its record as an example of the to the success of tactical oper- and advanced engineering that goes into all Simp- vital contribution Simp- ations. son instruments, as evidence that other new son developments are well worth waiting for. They Over 300 government agencies and university will be released as soon as Simpson standards for laboratories of the United States and Canada pro- their manufacture are satisfied. They will continue cured every one of these test instruments Simpson the leadership that has given Simpson a world -wide could deliver on an expanded war production sched- reputation for "instruments that stay accurate" with ule. They were turned out by the thousands. Every ideas that stay ahead.

SIMPSON ELECTRIC COMPANY 5200.5218 W. KINZIE ST., CHICAGO 44, ILL.

r SIMPSON 260, HIGH SENSITIVITY SET TESTER FOR TELEVISION AND RADIO SERVICING Ranges to 5000 Volts -Both A.C. and D. C. 20,000 Ohms per Voit D.C, -1000 Ohms per Volt A.C. At 20,000 ohms per volt, this instrument is far ing circuits, grid currents of oscillator tubes and more sensitive than any other instrument even ap- power tube, bias of power detectors, automatic proaching its price and quality. The practically volume control diode currents, rectified radio fre- WATCH FOR NEW negligible current consumption assures remarkably quency current, high -mu triode plate voltage and SIMPSON DEVEL- accurate full scale voltage readings. Current read- a wide range of unusual conditions which cannot ings as low as 1 microampere and up to 500 milli- be checked by ordinary servicing instruments. OPMENTS.THEY amperes are available. Ranges of Model 260 are shown below. Resistance readings are equally dependable. Tests Price, complete with test leads $33.25 WILL BE WORTH up to 10 megohms and as low as 12 ohm can be Carrying case 4.25 made. With this super sensitive instrument you can WAITING FOR! measure automatic frequency control diode balanc- ASK YOUR JOBBER

Volts D.C.(At 20,000 Volts A.C.(At 1,000 Output Milliamperes Microamperes Ohms ohms per volt) ohms per volt) D.C. 2.5 2.5 2.5 V. 10 100 0 -1000 (12 ohms center) 10 10 IO V. 100 0- 100,000 (1200 ohms center) 50 50 50 V. 500 0.10 Megohms (120,000 ohms center) 250 250 250 V. 1000 1000 1000 V. (5 Decibel ranges: -10 to +52 DB) 5000 5000 5000 V. 95 RADIO Er Television RETAILING October, 1945

www.americanradiohistory.com Certainly, gift certificates should make your customers feel a lot better Opportunities for Vets about shortages and help them forget the "shopping jitters" they've The electronic industries comprise it above water until the business is been experiencing for a number of the fields of radio communication, self- supporting. Town and street lo- years. broadcasting (FM as well as AM), cation are important to consider. There are many plans the retailer television, and all the countless appli- Presence of other radio and television may put into effect to re -build cus- cations of vacuum tubes in industry, retail stores must also be taken into tomer good -will. Some vi1l give in- laboratories and instrumentation. account. expensive gifts to children accom- To the man who is qualified with In addition to possessing the re- panied by adults. Others Nvill use PA radio and electronic knowledge, these quired capital, knowledge of receiv- systems to play Christmas carols and fields offer good opportunities. But ers, electrical golds, and business all alert merchants will provide for to evaluate properly them they must know -how, the veteran will need fur- their customers attractively decorated be shorn of the glamour that has been ther qualifications. These consist of stores, married by efficient and cour- thrown around them by recent im- resourcefulness, ingenuity, imagina- teous salespeople. aginative publicity. tion, and tenacity.. Yes, alert radio -appliance mer- The biggest part of the electronic chants xvill do their part in breaking art is still encompassed in radio and Army "Screening" communications. down war- brought skepticism and dis- Doubtlessly, some veterans who trust on the part of the consuming The qualified veteran applicant can are ill- prepared for radio merchandising, public and condition their businesses find employment in manufacturing or other retail selling fields, for active participation in the great plants producing radio receivers and may invest unwisely. To help minimize coming market. radio transmitters. He can go in for the number of GIs who production supervision, plant man- are unqualified for business, the Army rehabilitation agement, sales or , even engineering program in conjunction with many Profits from and design if he has the technical local business associations and institu- training. He may be engaged in the tions is prepared to sift out and screen Appliances manufacture of raw materials, parts veterans who are entering merchan- (Continued from page 43) or components, or he may develop, dising fields. design, sell or install, electronic equip- killing trade -ins as far as it is pos- There is a tremendous ment for control applications. market for sible. He informs his customers, new radios and radio equipment. New quite frankly and courteously, that dealers from the ranks of the armed he is in business to sell new merchan- Chance to Be Own Boss forces, in addition to established re- dise to buy second -hand goods. The radio -electronic prospect may tailers, will -not unite to satisfy the con- When an article must be taken in prefer to go into the operating side sumer's hunger for merchandise. trade in order to retain a customer, of communications stations. There is room in selling for all com- Murphy will offer a maximum If the returning veteran prefers to petent and aggressive radio mer- amount of 5 per cent of the list price go into business for himself, opening chants. towards the purchase of a new appli- a store to sell and service radio and There are great opportunities for ance. "A dealer cannot give his television sets for the general public, all who go into all the radio and money away and still have it," he he should- give careful consideration electronic industries. But such men said. to his own fitness. must be technically well qualified, No Price Cutting He must have a background of possess sound common sense, and be both business and technical knowl- willing to work indefatigably to de- There is no place for price cutting edge and he must in addition be able velop the opportunities on every hand in the store's operation. "Price par- to lay his hands on enough capital to into their full potentialities in terms ing is as bad as too liberal trade -ins. launch his new enterprise and . keep of money return and human service. We will keep our prices on a profitable level -now and in the future," declares this retailer. ing with the coming Christmas shop- "In our method of merchandising, Shoppers pers, but they should strive at all (Continued from page we stick to fundamentals," Murphy 39) times to make this Christmas season stated. about wanted equipment and attrac- appear to be Christmas as usual. "First we get the attention of new tive presentation of available goods They can substitute good cheer, sales- and old customers by constant news- manship will put the customer in a frame of and friendship for the lack paper advertising. We advertise our of mind where it will not be necessary merchandise. They can win over radios and appliances all the true. to remind him that the war is over. many a "shortage- conscious" pur- Ads placed spasmodically mean chaser "This is the best we can get under to the credit side of their money thrown away. We keep ham- ledgers. present conditions" is a very poor mering away at the public that we way to present any merchandise, and Some dealers see in the "gift cer- sell well -known appliances. is just the sort of customer treatment tificate" the way out of goods short- "Ads are inserted in newspapers to be avoided. "This is the very best age situations. A suggested form ap- about three times a week. We spend and latest on the market" is a descrip- pears on page 38. about $1,000 a year on this form of tion bound to make the prospective The gift certificate may help solve publicity. And it pays off, too -in purchaser feel that he's getting his a lot of Christmas shopping problems cash. money's worth with no alibis thrown for your customers and it will also "When a customer comes into the in. offer the possibility of making per- store, we assume that he is ready Dealers face a tough job in deal- manent customers of the recipients. (Continued on page 148) 96 RA[NO es Television RETAILING ' Oetober, 1945 www.americanradiohistory.com Take a Look at Majestic's Powerful Distributing Organization

. . Northwest Distributing Co. Here it is -the powerful distributing organization MINNEAPOLIS. SOUTHWEST Co. which Majestic Radios, Majestic Radio - MITCHELL, S D Automotive Supply through AMARILLO, TEX.. . . Amarillo Hardware Co. will soon be OMAHA Sidles Company Phonographs, and Majestic Records DALLAS Lone Star Wholesalers, Inc. the United RAPID CITY, S. D Wallahan Co. flowing to dealers in every section of HOUSTON Electrical Equipment, Inc. States: ROCK ISLAND, ILL. . Tri -City Radio Supply Co. OKLAHOMA CITY . . . Hales -Mullaly Co. ST. LOUIS Recordit Distributing Co. PHOENIX . . Electrical Equipment Co. of Ariz. EAST SOUTH BEND, IND. . Femco Distributing Co. Distributors TOLEDO Gerlinger Equipment Co. ALBANY, N. Y.. . Reines -Freeman COAST WICHITA Home Appliance Co. PACIFIC BUFFALO . . . Mutual Appliance Distributors CAMDEN, ME. Camden Shipbuilding & Marine LOS ANGELES Roach- Driver Co. Railway Co. SOUTH PORTLAND F. B. Connelly Co_ NEWARK, N. J Igoe Brothers, Inc. FRANCISCO McCormack & Co. ATLANTA Crawford & Thompson SAN NEW HAVEN, CONN. . . Mory Sales Corp. SEATTLE F. B. Connelly Co. BALTIMORE J. B. Mitchell Co. NEW YORK Colen -Gruhn Co., Inc. . . . . Prudential Distributors, Inc. BIRMINGHAM Birmingham Electric Battery Co. SPOKANE PHILADELPHIA J. J. Pocock, Inc. CHARLOTTE, N. C. . . Southern Appliances, Inc. PITTSBURGH J. E. Miller Co. Strong distributor support is only one advantage CHATTANOOGA, TENN. . Allied Appl. Dstrbtrs. PLATTSBURG, N. Y. . A. H. Marshall Co., Inc. of the Majestic franchise. If you'd like to learn HAGERSTOWN, MD. . . Bohman- Warne, Inc. ROCHESTER . . . Harmon Automotive Corp. about all the advantages Majestic offers to se- HUNTINGTON, W. VA. . Modern Dstrbtrs., Inc. SPRINGFIELD, MASS. . . . B. H. Spinney Co. lected radio dealers, write today. We will put JACKSON, MISS.. . Mississippi Appliance Co. SYRACUSE, N. Y. B. H. Spinney Co. you in touch with the Majestic distributor for your JACKSONVILLE. . Major Appliances, Inc. (Ra.) WATERTOWN, MASS. . Major Appliance Corp. territory. Majestic Radio & Television Corpora- KNOXVILLE . . Allied Appliance Distributors tion, St. Charles, Illinois. CENTRAL LITTLE ROCK 555, Inc. LOUISVILLE . Bomar Manufacturing Co. Chicago- Majestic, Inc. CHICAGO MEMPHIS Allied Distributors Kelley- Mason, Inc. CINCINNATI MIAMI Shelley Distributing Co. Elliott & Evans, Inc. - CLEVELAND MONROE, LA United Electric Service _ c;._- Inc. COLUMBUS . Thompson & Hamilton, NASHVILLE . . . Allied Appliance Distributors DAYTON Gem City Appliances, Inc. NEW ORLEANS . . . United Distributors, Inc. Sidles Company DES MOINES ROANOKE, VA. Dowdy Electric Co. DETROIT . LaSalle Electrical & Mill Supply Co. AIR Major Appliances, Inc. (Ra.) Of THE TAMPA ARCH EVANSVILLE, IND. Allied Appliance Distributors WASHINGTON . . . Mehen Distributing Co. A,,ORr . Co. GRAND RAPIDS . . . State Distributing RADIO INDIANAPOLIS Kiefer -Stewart Co. WEST RECORDS TELEVISION ELECTRONICS KANSAS CITY . . Maco'Applionce Distributors COLO The Parker Co. MILWAUKEE . . Moe Brothers Milwaukee Co. DENVER, 97 RADIO Cr Television RETAILING October, 1945

www.americanradiohistory.com MODEL 2413

is another member of the NEW TRIPLETT Square Line r' Zgie Speeds Click Tube Tester MORE FLEXIBLE FAR FASTER MORE ACCURATE ( adeate:anae ' Three -position lever switching makes this sensational new model 7eafivieo Authoritative tests for one of the most flexible and speediest of all tube testers. Its multi- tube value; shorts. open elements, and transcon- purpose test circuit provides for standardized VALUE test; SHORT ductance (mutual con- ductance) comparison for AND OPEN element test and TRANSCONDUCTANCE comparison matching tubes. test. RED Flexible lever -switching Large 4" square DOT life -time guaranteed meter. gives individual control for each tube element; pro- rides for roamingelements, Simplicity of operation provides for the fastest settings ever de- dual cathode structures, veloped for practical tube testing. Gives individual control of each multi- purpose tubes, etc. l.1ne voltage adjustment tube element. control. Fólament Voltages, 0.75 to 110 volts, through 19 steps. New SQUARE LINE series metal case 10" x 10" x 51/2", striking two - Sockets: One only each kind required socket plus tone hammered baked -on enamel finish. Detachable cover. Tube one spare. chart 8" x 9" with the simple Distinctive appearance settings marked in large easy to read wi:dh 4" meter makes im- type. Attractively pressive counter tester - priced. Write for details. also suitable for portable use.

STAtv174

SET B y mot Triplett ELECTRICAL INSTRUMENT CO. BLUF FTON, OHIO

98 RADIO fi Television RETAILING October, 1945 www.americanradiohistory.com All of the well known Utah qualities and design go into Utah vibrators, yet of workmanship z they cost no more than ordinary vibrators.

* 70 vibrator replacement types. * 39 different hook -up diagrams. * Servicing 3651 different auto and farm radio models.

* More than a million radio sets are equipped with Utah vibrators.

There is a Utah vibrator for ererb replacement requirement.` 1yHPV

UTAH RADIO PRODUCTS COMPANY 820 ORUANS STREET CHICAGO 10,r 1 %.UNOIS 48, .4013s. Utah Electronics (Canada) Ltd., 300 Chambly Road, Longueuil, Montreal (23) P. Q. Jcoa Fadio, S. A., M.ionei

www.americanradiohistory.com JOBBER NOTES Ohio Jobber Pledges Ewald Personnel Changes Arizona Distributor "Wholesale Only" Policy Ewald Distributing Co., distributor of Buys Jobber's Business RCA products, Apex electrical appliances, The Southwest Wholesale Radio & Ap- In a letter to members of its organiza- and Coolerator refrigerators, has an- pliance Co., saz S. 3rd St., Phoenix, Ariz., tion, Ohio Appliances, Inc., Cincinnati, nounced four additions to its sales or- is a newly created radio- appliance and Ohio, distributor, states that it will sell ganization in connection with its activi- electronic parts distributing organization its goods wholesale only. The firm de- ties in Kentucky, southern Indiana, and in the southwest. eastern Illinois. To start its activities, the firm has taken C. W. Neal, Jr., has become manager over the wholesale business of the City of the record department; David T. Pot- Radio Co., E. Washington at 5th St., in ter is now wholesale manager of the this city. appliance department; Wallace Wilson is Among the brands distributed by the taking up sales duties as representative new firm are Garod, National Union, for the firm; and E. J. Moakler has be- JFD, Electro- Voice, etc. Harold R. Silvey come manager of the parts and tube is the general manager of the company. department. New Line for Kinney Bros. Joins Raymond Rosen J. J. McCormick, district rationing Kinney Bros., Los Angeles, distributors executive of the OPA for Philadelphia, of household appliances throughout Cali- has been named to the staff of Raymond fornia, with branches at Fresno and San Rosen & Co., as merchandising manager Diego, announce their appointment as dis- of the Kelvinator products department. tributors of sewing machines manufactured by the National Sewing Machine Co., Belvidere, Ill. Emerson Jobber Sales Rep Ira Kaplan, sales manager of Emer- Connecticut Jobber son -New York, Inc., announces the ap- Vice- president A. V. Bice Expands Business pointment of Philip G. Horton as company sales representative for Westchester Lines of receivers including RCA, clares that it will sell its franchised lines County, N. Y. Philco, Motorola, Emerson, etc., will be exclusively to its dealer organization. handled by Mac's Radio and Electronic Excerpts from the company's statement Supply Co., Waterbury, Conn., whole- reveal that: Jobber Sales Campaign salers. Also to be included in its new r. Appliance wholesalers do not want stock will be inter -office communication Krisch- Radisco, Newark, N. J., is car- indulge in the practice of backdoor to rying on active sales promotion cam- selling or retailing at wholesale prices; equipment, microphones, amplifiers, and other products. paigns for the following lines which it but some believe they are compelled to During -time the firm's sales vol- distributes in the state of New Jersey: do so in order to retain the good will of war Norge, Eureka, RCA, Bendix, Ironite, certain individuals, industrial organiza- ume was increased by public address in- American, and New Home. tions, personal friends, or just ac- stallation work for bond rallies, "E" quaintances. awards, and other functions. (More jobber news on following pages.) 2. In many of these instances the per- Missouri Distributor's son asking for the discount can be turned Remodeled Store down successfully without the loss of his good will if someone in the wholesaler's organization would take the time to ex- tend the courtesy of a thorough explana- tion of their 'reasons for the turn down. 3. These discount seekers are potential dealer prospects and the dealer should be given an opportunity to contact them. 4. Obviously a plan to overcome this backdoor practice cannot be dependent upon the bosses' ability to see all comers because he is not always available.

Opens Branch Office The Clark Supply Co., Milwaukee, electrical appliance distributor for the state of Wisconsin, has announced the opening of a branch office in St. Paul, Minn. This new branch is under the managership of R. S. Bennett, and will serve the states of Minnesota and western Wisconsin. A full line of electrical home This is a view of the main section of the attractive Harry Reed Radio & Supply Co. store, appliances will be distributed by the Springfield, Mo., newly.appointed jobber for Jobn Meck Industries. Display racks and bins company in this area. containing the most popular items are located in front and on top of the main counter at the rear.

100 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com IN WONDER LAND

-N

HE HAS SAVED LIKE A CHINESE DOCTOR - PAID TO KEEP 60,000 you WELL MARRIAGES

By Charles Dexter

Michigan's law is unique because it tries to prevent divorce, instead of making it easier. Edward Pokorny, "Friend of the Court," an official, under state law, has the job of trying to reconcile couples before the case is set for hearing. He is no reformer who preaches down to troubled men and women. He is like a good, old -fashioned father. "I have no cure -all for divorce," he told me. "I merely strive to do my best." His "best" has saved 60,000 marriages.

IS IT TOO LATE FOR THE TRUTH?

I love my wife and baby dearly. I know that my life "Thank God he's safe!" I cried would be ruined if I should hysterically. Mrs. Nelson crossed become separated from them, to me quickly. "You must forget him," she said. "Stanley is married." I but I also love my older boy. I strove desperately to compose myself. yearn to tell him that he is really "Stanley is married to me, Mrs. Nelson. my son, but I dread the effect this We were married secretly. This Sara would have on my wife, because I have Drake is an impostor." She was just about never told her that this handsome to say, "I don't believe it," when Fred boy she and her first husband walked into the room. What he said was adopted before I married her, is the final proof. "We've found that Sara really my son never told her Drake's racket was to pretend to be the -I widow of a boy killed in action. She did it that Paula's people had my for the insurance and the monthly pay- schoolboy marriage annulled. Can ments. News that Fred is alive has scared I, dare I, tell them? I don't her off. Now she'll have to find another know what to do. victim. Wartime secret marriages are making rackets like hers easy."

True Confessions is concerned with everything Are you LOYAL to old friends? that concerns anybody. Its stories and articles By Dorothy Sara grow from the everyday lives of average BETTER GIVE people. What happens each month in its pages You may think it unso- JACK A RING phisticated to have an has happened to someone, maybe to you. "old friends are best" Each issue is filled with experience -that is attitude, but loyalty and kindness do not go out of why every issue is helpful. "Your Magazine fashion. When a crisis has to be for a Better Life" is not just a claim on the met, or even if there is a minor problem to be solved, the new friend cover. Inside the covers is proof. can be helpful and understanding, but the old friend knows. Shakespeare put it pretty well: TRUE CONFESSOORS Those friends thou hast, and their adoption tried, Bought at newsstands by 2,000,000 women a month Grapple them to thy soul with hoops `or the living service it gives of steel.

FAWCETT PUBLICATIONS. INC.. 295 Madison Ave.. New York 17. N.Y., World's Largest Publishers of Monthly Magazines RADIO & Television RETAILING October, 1945 101

www.americanradiohistory.com 014" Manual Merchandising A Complete for RADIO and ELECTRICAL APPLIANCE DEALERS

Here's the first authoritative, up -to -date, complete, detailed manual on profitable foRetoles:óf _ business operation written exclusively for and Radio fM Electrical Appliance Retailers. Rsdeos, Electrical combinations The "1946 PROFIT MANUAL" is Re4rigerators o Television Was hers, Ronges and unique the only book of its kind. Home Records - and ocher Accessories Here, in a single, convenient, easy -to -use ppplionc es volume are all the fundamental rules of successful operation in the electrical appliance and radio field. The MANUAL" Actual Size of Book, 6 x 9 Inches "1946 PROFIT is crammed Over 160 Pages with down -to- earth, usable, every -day ma- Photos Drawings terial. It contains rules and principles that Diagrams Tables were true yesterday, are true today and will The "1946 PROFIT MANUAL" is written ex- hold true as long as you retail radios and clusively for retailers of electrical appliances and radios. 18 Sections cover every angle of electrical appliances. Also, included in the your business operation. The Manual is prac- PROFIT MANUAL is a complete list of elec- tically an encyclopaedia on merchandising electrical appliances and radios. trical Appliance and Radio Set Manufactur- Based on extensive field surveys and actual ers with addresses. operating practices in your own field, the "1946 PROFIT MANUAL" gives you the facts you must have to make the most of your oppor- Get this permanent reference book free of tunities for profitable business. charge, with your new or renewal subscrip- The edition of the "1946 PROFIT MANUAL" will be limited. It is available only to three - tion to RADIO & Television RETAILING year subscribers (new or renewal) to RADIO & Television RETAILING. This offer may be for three years at $2.00. The "1946 PROFIT withdrawn without notice. Policy of "first come, ie first served" prevails. To be sure of your copy MANUAL" not for sale. It is not available -send your acceptance at once to with 1 -year subscriptions at $1.00. DIRECTOR OF CIRCULATION

,4dIr Published by CALDWELL -CLEMENTS, INC. RADIO & TELEVISION RETAILING 480 LEXINGTON AVENUE EW YORK I7. N. Y.

702 RADIO G Television RETAILING October, 1945

www.americanradiohistory.com OLYMPIC FLIES CROSS -COUNTRY

TO SNOW NEW RADIO MODELS

Dealers Enthusiastically Hail Exclusive Tru-Base Tone

Dealers in every state recently greeted' A Chicago chain store buyer exclaimed, with enthusiasm the new radio models "These are the kind of radio sets that dei tonstrated by Olympic on an air- will sell. I never heard such rich bass plane flight across the country. tones in table models until Olympic `tru -base' came along!" Said a major store buyer in San Fran- with cisco, "Olympic Radio with 'tru -base' is And another large department store just what the doctor ordered. Every sur- executive in Atlanta, Georgia, told vey has shown that customers want bet- Olympic men, "These 25 Olympic ter tone in small sets, and `tru -base' sure models cover every type of radio set, gives it to them!" and every price range that people want. They'll sell like hotcakes! ". Jack F. Crossin (right), national sales director of Olympic Radio, and Sam C. Don't delay. Get in on Olympic Radio Mitchell, Olympic sales and promotion with "tru- base" now. Send for full de- manager, ready to board the Lockheed today -plus the much discussed Electra for their cross- country flight to tails show new Olympic Radio Models with Olympic Radio brochure, "A Man Has "tru- base." Every major marketing area To Think Twice." Just mail coupon was covered, yet the flight took only 19 days, just 43 hours flying time. below.

A moderately priced Olympic table model One of the 25 Olympic Radios that made the Another Olympic best -selling 5 -tube AC -DC that radio that should prove a popular seller. flight. A 5 -tube Olympic combination radio - model. With greatly increased sensitivity in smaller 5 -tube AC -DC. With high amplification to phonograph with improved automatic record - makes it a "natural" for selling pull in stations, and super -selectivity to cut changer that holds 12 records. And miracle communities. In an attractive cabinet of finest down on station interference. Handsomely "tru- base," the Olympic feature that restores polished hardwood, designed by a famous styled in colorful plastic. all the full bass tones. American design engineer.

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1 Olympic Radio & Television Division Hamilton Radio Corp., Dept. R -105 510 Sixth Avenue New York 11, N. Y.

Please send full details on Olympic Radio and the brochure, "A Man Has To Think Twice." ol-pic Name Title Store Name The only Radio with Tru -Base Street Address

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103 RADIO G Television RETAILING October, 1945

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104 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com -1/4Qtt r/ yelltlenle1 C9hj í'°?' ;terry Rest you Prlr 10 A "aP

The :First Nowell

liellceslns c0oti 1Ci1Q

att/Ph1nqjr ¡he C 0r1,1 oy 7

Order Sonora's New Album Now C%izZcfi#ac CErtifs Here are the traditional Yuletide favorites. Their warming harmo- nies are by the voices of the SONORA Choristers, CAROLS superbly sung 20 CHRISTMAS richly blended under the magnificent direction of Eugene Mott of Sung by the St. Louis Municipal Opera. THE SONORA CHORISTERS Under the Direction of Sonora's "Christmas Carols" is a distinguished -a different - EUGENE MOTT collection. And it is backed by powerful advertising in the nation's an is sure to sell volume. Adeste Fideles leading magazines It's album that -in Carols" from your SONORA record Silent Night So don't delay. Order -Christmas The First Nowell distributor today Away In The Manger SONORA PRODUCTS, INC Good King Wenceslas 2023 West Carroll Avenue Chicago 12, Illinois Tannenbaum Deck The Hall 0. Little Town Of Bethlehem God Rest You Merry, Gentlemen onor Joy To The World Clear as a Bell It Came Upon The Midnight Clear ecottis Hark! The Herald Angels Sing HOME ENTERTAINMENT AT ITS BEST E C O R D E R S R A D I O S FM T E L E V I S I O N SETS RECORDS PHONOGRAPHS R RADIO & Television RETAILING October, 1945 105

www.americanradiohistory.com TELEVISION TODAY

Jolliffe Predicts Vast -8 miles, the round trip. To go by car dollars will buy a full hundred dollars' Relay Station Network would have entailed 2,400 miles of auto- worth. In fact, while my own organiza- mobile travel, costing at least $200 more tion may not be directly interested in A of system radio relay stations, for gas and tires. very low priced television sets, I more blanketing the country, carrying telephone "So we have had television entertain- than welcome the advent of such sets be- and telegraph messages, broadcast pro- ment during the year that would have cause, sold in tremendous numbers, they grams, facsimile and television simultane- cost us $75o to $95o had we gone to the will provide that basic television audience ously, was by Dr. C. B. envisaged Jolliffe, nearest movie. Also we -saved three - of hundreds of thousands which is abso- vice- president in charge of RCA labora- quarters hour of travel time coming and lutely essential if we are to get and tories. going (225 hours per year) as well as sustain high quality television programs. Discussing television, he said, "It does inconvenience, and exposure to rain, snow Such programs, in turn, will justify the not take much imagination to see televi- and cold. Instead, with television we high -priced television receivers in many sion as a possible five or ten billion dollar were able to enjoy ourselves relaxed in homes. Obviously, program sponsors are enterprise, employing thousands of men our own living room to the accompani- not interested in spending large sums un- and women, directly and indirectly." ment of smokes, cool drinks, shoes off and less they are assured of a sizable audi- minimum dress. And this is the kind of ence. RTR Staff Member television enjoyment that is awaiting "Again, the average family with Reports Video Experiences everyone in all of the 3o,000,000 Ameri- cash to spare is not going to invest can homes that now have radios, and hundreds of dollars in a set unless the Several members of the staff of RADIO who eventually will be seeing as well as programs are fully worth such money. & RETAILING Television have television listening." "Therefore, as a pioneer telecaster, I sets which they are operating nightly to welcome the low- priced televisors as a become thoroughly familiar with the Allen B. DuMont on means of securing a large and worth- technical and program problems of the Television Set Prices while audience quickly. But as a televisor new art. manufacturer, on the other hand, I much "What Gill you pay for television ?" One man has just completed a year's prefer to concentrate on quality asks Dr. Allen B. DuMont, head of the and that use of television in his own home, and means higher company bearing his name. Dr. DuMont prices. There's room for now sums up his experiences. Similar re- both kinds of efforts. We'll have goes on to say: "That remains the ques- the ports could be made by other staff mem- 'Fords' and the `Cadillacs' television, tion -mark in the early commercialization of bers as the result of their own experiences I'm sure." as members of the video audience. The of this new entertainment means. Like- year's report follows: wise the grounds for much confusion since "Last evening being Saturday, with no on the one hand you are offered a small - CBS Plans Color Tele Soon television programs on the air, I went to screen televisor for say one hundred dol- The Columbia Broadcasting System ex- a movie. For 75 cents I sat in a `loge' lars, while on the other you are asked pects to demonstrate a new, finer - seat, so far back that the entire screen to pay over a thousand dollars for the projector -type large -image televisor, with definition high frequency television in could be totally hidden by a postage full color and in black and white, with stamp held at normal reading distance, prices and models scattered between these two price limits in bewildering profusion. actual broadcasting in New York City 12 inches from my eye (as determined before the end of the year. by actual measurement there on the spot). "However, it's the old story of getting precisely what you pay for, A hundred (More television news on following pages) Video 1O Times Movie Screen Future View of Television Living Boom "In other words, the moving picture, from where I sat, appeared to be no larger than one of Uncle Sam's gummed steel engravings pasted on a newspaper at ordinary reading distance for fine type. (In contrast, as I normally sit before my 9 x 12 in. home television screen, its size on my retina is just 16 times as large as was that movie screen from my 75 -cent seat!) "This movie experience -my first full cinema visit in many months -started me to figuring just how much it would have cost for movie tickets for all those evenings our home television set has been pouring forth its studio plays, news events, sports, westerns, educational films and variety acts. 8950 for Shows! "During the past year we have operated the television set at least Soo evenings or afternoons, with an average of two to three hours per day. The average audience has been five viewers. Had we bought that number of tickets (1,500) at, say 5o cents each, the. year's outlay would have been $750. Here is how the Radio Manufacturers Assn. visualizes tomorrow's video receiver reception. Guests "Our nearest cinemas are 4 miles away view opera performance, projected on smooth wall, while sipping their after- dinner coffee.

106 RADIO Cr Television RETAILING October, 1945

www.americanradiohistory.com BETTY "Incendiary Blonde") HUTTON at/s LAP OuR ,-; ;ovisiON

'Wise dealers will age with Miss Hut- vanced radio-electronics -contributing ton. For DuMont -engineered Televi- developments which made commercial sion-FM receivers assure extraordinary television practical! This rich experi- reception - incredibly clear pictures ence, plus advantageous patents, backs and exquisite FM tonal quality! This peacetime promise our pledge of Television -FM reception quality above exists today in well- tested working models -ready for and beyond comparison. And you will share the pres- quantity production." tige, pleasure and profit that go with handling the finest For 14 years, DuMont pioneering leadership has ad- when you display and sell DuMont Telesets!t

AI-LEN B. DuMONT LABORATORIES, INC., GENERAL OFFICES AND PLANT, 2 MAIN AVENUE, PASSAIC, N. J. TELEVISION STUDIOS AND STATION WABD, 515 MADISON AVENUE. NEW YORK 22, NEW YORK

RADIO & Television RETAILING October, 1945 107 www.americanradiohistory.com "Ile -xleluatrtrr; for 11echattictlf Cooling sirtce this ,;er-ey distributor and

rtthot : a Y` -.t ion. we 11111 re e 11('.c1, ft-Gtu.

(,otIIItI(t(ri ' "- ltthxttA a much (loser t o- opera-

Lion On -1'I Our b - ".transactions than frutti any

other sint`l.at fin uù 6 lotion. Ake have had 1otlr wale, relrr:rntaLive:: 11F, ^ ur ,airs group and

alt. t s bee.) .'- li-factor and yott = collec- tions for usadl,a += tattini air) ing ils;- GOÓd i the costum(,_. Wt do not hesitate fo reeornniçt d (;otntnereial Credit Company a, the friendly finance company iii.thi- section.

"Proof of oït- fceling toward your concerti is that now, .14 .1e are llo rg sonic l;c: t-war planning On our stiles actiiitie-;. \,.e, avt: called you in On the discussions."

J)//r

Richard L. lluhhes lLt(l!_(AL ` Jersey City. . J.

l)istrihutor of N ork Refrigerating and kir f.ottelilionúlg Equipment.

COMMERCIAL CREDIT COMPANY BALTIMORE 2, MARYLAND

Capital and Surplus more than $65,000,000

108 RADIO u Television RETAILING October, 1945 www.americanradiohistory.com RCA

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quiet surface . . . concert-ball fidelity . . ble ... life-like, VICTOR Non- breaka to you by RCA of record now brought new kind new RCA ententirely y able to hear the an Soon you will be Records at your deal- Victor Red Seal De Luxe higher price phonograph Amazing Fidelity! agree that the is the most sensational er's. You'll quantity can Here years- Since only a limited development in forty-five by the worthwhile. time, RCA record Recordl You'll be thrilled available at the present Red Seal De Luxe real- be made its standard RCA Victor's life -like, concert -hall to bring you is the fruit of eleven Victor will continue kind of record ism pure, clear tone have set the standard This new RCA Victor ... the Seal Records, which by the great Victor Red Red a century. years of research you of the new RCA for almost half ruby red and for quality It's a rich Seal De Luxe Recordl laboratories. it. It brings you Watch 1 h can see ghtrighthrough Seal De Luxe RecordsRecordsareactually tor Red hear them ar all these advantages . your dealers -then Surface Noise! in stock at you Far Less If you call early enough, soon as passible. thrilling re- own one of these is will be able to Non-Breakable! Record surface noise low cordings. reduced to a new 'RCA Victor sit oo it, bend it- RCA that the name, Drop it, point in the new You'll discover CA ctor Ce Luxe Record De Luxe" means crystal-clear, the Red Seal Red Seal Red Seal De , true - any nor- Victor are yours for won't break under You can to-life recordings ...that master- Luxe Record. use. Cherished to the full- mal in- enjoy music pieces may be preserved definftelyl RECORDS VICTOR RED SEAL ARE ON RCA GREATEST ARTISTS TILE WORLD'S major newspapers September 2 in advertisement appeared RCA victor "first" This ... heralding another from coast to coast

109 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com WHAT RECE/V /NG TYPES DO YOU NEED MOST?..)°

a.

HYTRON I H LI HTg .. I Right now we cannot give you all the receiving tubes you I I need. With your help, however, we can do our best to give I you types for which your customers clamor loudest. You I Hytron jobbers and dealers know best which these types I I are. Only you can specify exactly your local demands. I I Hytron is emphasizing production of GT types which I I fortunately are in great demand by both the Services and q I you. As it becomes possible to increase gradually avail- I S ALAD ability of civilian types, we want to pick those you want if we BALL I most. Each Hytron dealer can help by sending to his xp ecttt many t bes Ynwe Could I jobber a list of in types the order needed. Hytron jobbers the end hae itt WIl of the,a fact I can then inform us with confidence of the types required first. this.) qr. (Per As Hytron it is, overwe when You read Will you help? It will take only a few minutes. can only I If you do duction for's ready to say: ste P up co- operate, you can be sure Hytron will do its best to pull I, green you the Pro - shipment flashes. minute the demand and supply together. We'll be looking forward to ght WpB over °f replacement favors receiving those for the information we need to plan for you. the war receivers.*rbe* I shouldh goesewellmereceiv gradually your shelve$ I those Y be filling TUBES Hytron up I RECE waited with RADIO RECEIVING for you IN so long. You have SPE CIALIZING 'WFS POURER Limitation MALAUE 1 11[ r OLDEST amended July Order L -265 26 1945. as I

_ M

1 7 S I U 5 E A H &LAWR'_ PORI, BuWAR 6 F F 1 CE.EWBURYPN NFD M pL1EN75 SALEM, I 110 RADIO & Television RETAILING October, 1945

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aloi 2041 Model 2088 Model 1703. serves 7S serves 72 serves 237 erves 738 autoradios autoradios auto.radios autoradios

YES, it's true! You need stock only four models of E -L Tests show they provide 33% longer vibrator life, with out- Vibrators to serve the 1,122 auto-radio models compris- put and starting voltages held virtually constant at all times. ing 95% of the replacement demand! Result: much smaller See Your E -L Distributor -Your E-L distributor will fill inventory, faster turnover, and greater profits for dealers your orders as soon as possible, considering the fact that his and distributors. stocks are limited due to military demands. Standardization with Higher Quality -This unique E -L With your order, you'll receive your copy of the new Vibrator standardization plan is the product of exhaustive E -L Auto -Radio Vibrator Replacement Guide. Designed research into auto -radio requirements ... and of adapting to hang on your wall, it will tell you instantly which E-L to those requirements E -L models whose design and exclu- Vibrator to use for most auto - radios as far back as 1936. sive features have been perfected and proved in the toughest See your E -L distributor ! military applications. These E -L Vibrators are of the balanced resonance type, with 8 contacts instead of 4 -twice as many as other makes.

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VIBRATORS AND VIBRATOR POWER EQUIPMENT FOR LIGHTING, COMMUNICATIONS, ELECTRIC AND ELECTRONIC APPLICATIONS RADIO r, Television RETAILING October, 2945 111

www.americanradiohistory.com TRADE TA/LE Stromberg Stresses FM; connection with an expansion of Servel's Ridge Building, Kansas City, Mo., as Names Price Range electric refrigeration program. factory sales representative. Mr. Ger- shon will direct the appointment of How- FM will play a large part in Strom - Set Selling Methods Have ard radio distributors and the franchis- herg- Carlson's efforts to provide dealers ing of the firm's dealers in the states of with radio instruments Changed, Says Nate Hast as quickly as Missouri, Iowa, Kansas and Nebraska. possible, Lee McCanne, vice- president The business of selling a radio to a and general manager, states. customer today is an entirely different He revealed that designs had been proposition from what it was in the early Westinghouse Appointee prepared for all possible allocations, and days of radio, and, to some extent, even Appointment of R. H. McMann, a vet- now that the new band is definite, have to the days before the war, according to eran of more than zo years in the radio been incorporated in three new chassis Nate Hast, merchandise manager in receiver merchandising field, as eastern units. Each provide reception on AM, charge of the Lear home radio division. district manager of the home radio di- short wave and FM. These will be "Before the war," Mr. Hast says, vision, Westinghouse Electric Corp. is an- housed in more than 20 different models, "selling a radio was pretty much a job covering a price range from $roo to of convincing the buyer that he needed $500. a set to add to the beauty of his living room; or he needed that extra table model Emerson Acquires because his neighbor, Jones, had two ra- Radio Speakers, Inc. dio sets in the house. It was a luxury item then. Today, however, radio has Emerson Radio & Phonograph Corp. proven itself to be an essential part of announces the acquisition of Radio the household; just as important as the Speakers, Inc., Chicago, Ill Henry C. refrigerator, or the telephone, or the elec- Forster resigned as president and director tric light." of the purchased company. He will remain with the acquiring firm in the ca- New Helvinator Brochure pacity of consultant. Max Abrams was To make available to its dealers the elected president of the corporation and latest in modern store design and appli- Morton E. Ornitz was elected vice- presi- ance display the Kelvinator division of dent and treasurer. the Nash -Kelvinator Corp., Detroit, Mich., has issued a large and colorful brochure Serve) Names Two entitled "Displaying Appliances of To- morrow." Store Layouts, interiors, ex- W. J. Aulsebrook, sales manager of the teriors, merchandise displays, etc., are Electric refrigeration division Eastern district manager, R. H. McMann of Servel, illustrated and discussed in this literature. Inc., Evansville, Ind., has announced the appointment of Harry F. Bell and Carl nounced at Sunbury, Pa., by Harold B. L. Olin as eastern sales manager and Representing Howard Donley, manager of the division. Mc- western sales manager, respectively. Howard Radio Co., Chicago, announces Mann will be located at Westinghouse New headquarters, 4o St., These appointments are being made in the appointment of L. S. Gershon, 436 York Wall and serve all of New England, New York and northern New Jersey. RMA Advertising Committee Meeting Gets Hallicrafters Post William J. Halligan, president of the Hallierafters Co., announces the appointment of Paul H. Eckstein as sales manager of the firm's Echophone division, through which will be handled the company's output of home radio receivers. Rep for Magnavox, Radel Herb Young & Associates have been appointed representatives for the components division of the Magnavox Co. on loud speakers, capacitors, etc., for the metropolitan New York area. This organization will also represent the Radel Mfg. Co., Cleveland, Ohio, for its auto antennas in northern New Jersey, New York State, and New England. The Admiral Corp., Chicago, was host to the members of the Radio Manufacturers Association Advertising Committee meeting in Chicago, to discuss various phases of advertising and publicity. Health -Mor Dealer Helps Seated left to right at the table are: S. D. Mahan, advertising manager, Crosley Corp.; L. E. Health -Mor, Inc., Chicago, makers of Pettit, advertising manager, Electronics Div., General Elec. Co.- Bridgeport; Lee Chesley, Theo Filter Queen vacuum cleaners, is urging Sills Co.; Theo Sills, Theo Sills Co.; Bond Geddes, exec. V. P., Radio Manufacturers Assn.; its dealers to make use of Richard H. Hooper, sales promotion mgr., Radio Corp. of America; Seymour Mintz, director of its advertising material. These advertising, Admiral Corp.; John Garceau, director of advertising, Farnsworth Television Cr include advertising mats, Radio Corp.; E. I. Eger, Cruttenden Cr Eger; Hugh Burros, Theo Sills Co.; Victor Irvine, advertising circulars, and "demonstration in print" manager, Galvin Mfg. Corp. (Motorola); W. B. McGill, advertising mgr., Electronics Div., West- booklets. This advertising matter stresses inghouse Radio Stations; W. E. Kress, regional mgr., Philco Corp.; Edgar Hermann, V. P. in the features of the firm's hagless vacu- charge advertising, Zenith Radio Corp. um cleaner.

112 RADIO Cr Television RETAILING October, 1945

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MOTHER relies on her G -E radio for household hints. The refrigerator and electric iron which she uses also carry the because the G -E monogram. G -E monogram is a household

FATHER listens regularlytoG -E symbol of newscasts. General Electric is a familiar name to him; he has bought G -E lamps as long as dependability he can remember.

SON TOM is interested in amateur radio work. Tom knows electricity and electronics -knows that General Electric leads in both.

The people at the right all require new radio tubes from time to time ... and they are favorably disposed to G.E. because that's the name that spells quality and dependability to them! Multiply such radio- owners by millions, and you have America's biggest tube market. YOU can DAUGHTER PEGGY carries her share importantly in that market, and in the profits that G -E portable radio every- go with it. Arrange to stock and sell G -E tubes as a where. Peggy has a G -E fan in her room -a G -E fluorescent top money -making opportunity for you. Write for in- lamp over her vanity table. formation about G -E tube selling rights to Electronics Department, General Electric Company, Schenectady 5, N. Y.

Hear the G -E radio programs: "The World Today" news, Monday through Friday, CBS. "The G -E All -Girl Orchestra," Sunday, NBC. "The G -E House Party, "Monday through Friday, CBS. L\ GENERAL ELECTRIC AUNT AND UNCLE are music - lovers. Their G -E radio -phonograph has given them many , hours of pleasure. Buying G -E is second nature with them

RADIO & Television RETAILING October, 194; 113

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RCA batteries give you an outstanding 4. DOUBLE PULLING POWER - RCA bat- sales -volume builder teries and RCA tubes give your customers two reasons to come to you. 1. CUSTOMER ACCEPTANCE - RCA is the 5. CUSTOMER PREFERENCE greatest name in radio. Your customers know - Smart pack- aging, competitive prices, RCA quality, that the RCA label means a quality product. extra listening hours, and "engineered for radio," add up to predominant customer preference. 2. CUSTOMER SATISFACTION - RCA batteries are Radio- Engineered for extra listening hours. If RCA engineers have put their OK Listen to on a radio battery - 'hough said. "THE RCA SHOW ", Sundays, 4:30 P. M., EST, NBC Network 3. SMALL INVENTORY REQUIRED - Only 62 -6786 -105 35 RCA Preferred -Type batteries fit 99% of all battery- operated radios. You can meet all customers' requirements with a minimum inventory investment. Also gives fast turnover RADIO CORPORATION OF AMERICA of fresh batteries. TUBE DIVISION HARRISON, N. J. LEADS THE WAY... In Radio ...Television ...Tubes ... Phonographs ... Records ... Electronics

114 RADIO & Television RETAILING October, 1945

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RCU- 208 -6 -tube AC -DC superhet table model. Big -set tone, made possible by newly- perfected patented chassis circuit that brings out bass. In- laid striping and unusual dial treatment accentuate graceful beauty of walnut cabinet.

RDU- 209 -6 -tube AC -DC superhet de luxe table model. Beautifully styled cabinet available in walnut or blonde prima ionerbass control. Deep, mellow tone - sounds like a console!

RBU -207 -5 -tube AC -DC superhet table model. Choice walnut cabinet features full -view slide -rule dial. Dynamic speaker. " Sonorascope" loop -no aerial or ground needed. An outstanding value!

The chips are down. From now on, only performance will pay off. And that's where SONORA dealers have a big advantage. For SONORA radios, such as the three shown here, will actually demonstrate tone superiority, and it's tone that makes the sale! SONORA has been telling America about SONORA'S "Clear as a Bell" tone . .. inviting comparison ... building demand that's sure to mean store traffic -and sales -for SONORA dealers. Watch SONORA -and SONORA dealers -go places! b

H THE MONTH Of dealers. QUESTION O byy asks the many of from Oerl, president T HE RAD'O is selected Joseph question FM ssets The dia industry. limiting is peevidedin the toward_ The answerans veteran attitude and FCC to Sonora, wily change id b°' YThe cas that ^neonn What nexna the d n .: new that aosstblerand transmittingh on would to e fact onor dealer of cons the In , ieai mislead he d A os it s u fte. tó ulld as aBell It i11 Clear cha se ney obsolete. cause will cea i1 would ,will ver? yO nel and his SONORA RADIO & TELEVISION CORPORATION waste th e sole. who made 325 North Hoyne Avenue, Chicago 12, Illinois

HOME ENTERTAINMENT AT ITS BEST

RECORDS PHONOGRAPHS .. . RECORDERS p ADIOS ... F M COMBINATIONS ... TELEVISION SETS ...... 117 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com SPRAGUE TRADING POST A FREE Buy - Exchange -Sell Service for Radio Men READ WHAT THESE WILL TRADE -Green Flyer platen motor FOR SALE -Supreme multimeter $542. with 12" timetable. Want 12 -6RC7 or A. Magistro, 1030 -81st St., Brooklyn, SERVICEMEN SAY! 7F7 tubes. horsey H. Coron, Jefferson, Md. N. Y. FOR SALE- RCA 50w booster amp. $40; 2 short -wave tubes $10; code oscillator WANTED -,New or used tube checker also "I'll never forget the favor you was very successful. This service of $5; portable tua amplifier $25; high -fi. recording mechanism with crystal cutting did for me through the Sprague yours should and will keep Sprague PA. tuner, 6 tubes, $15; Exp. parts for head. Norman Greaves, 626 McPherson Trading Post!" A. L., Salem, Ill. in the minds of all radio men after electric eye assemblies $5; portable code Ave., Saskatoon, Sask., Canada. "Thanks a million! I only hope the war!" C. J. S., New York. osc. with key phones and batteries; $20. I can again sell and install your ex- "I used Sprague Condensers be- R. E. Almen, 3525-2nd Ave., S. Min- fore the war, and intend using them FOR SALE -Used parts; var. condenser, cellent products after this emer- neapolis 3, Minn. knobs, gency!" Cpl, S. S., Louisiana. as long as I can get them during tube sockets, fixed condensers coils, etc., 10 lbs $4. Jimmy Mowry, R. R. the war and after it!" E. A. F., FOR SALE -Riders 1 to "The results were terrific! I'll 8; Triplett tube t12, Princeton, Ind. not forget Sprague's 100% service." Georgia. tester 51502 -1503; Jackson $420 universal "Thank you again -and be as- oscillator and $650 condenser tester. B. R. S., Ohio. sured I'll not forget this All favor when for $150. .John's Radio Service, 9206 SELL OR TRADE -One 0 -500v d -c Trip- "Thanks for running m ad. It making r y purchases!" L. C., 5lis.s. SieCracken Blvd., Garfield lits. 5, Ohio. lett ;321, Two 0 -1 mill, 2%" sq. Marion meters; two VR 105 /30 RCA tubes: one URGENTLY NEE DE GT, or heavy duty G -E phono motor: and pr. 321,7 or .substitutions. Bill Denton, SELL OR TRADE assorted FOR Box Trimm phones. Want Superior sig. gen. or -125 Pop. SALE- High -fidelity input trans. Am- 1199, McLoughlin Mechanic, Pop. Science, Modern Mechan- Heights, Vancouver, channel analyzer. Joe's Radio Service. Rex perite LGP match 50 or 200 ohms to hi- Wash. ics Illustrated and Radio Craft; also Trip- impedance $6; Thordarson T6822 input 66, Mount holly Springs, l'a. lett 1220 analyzer for radio parts and trans. mike to grid $2; 2 -5Z3 and 1 ea FOR SALE -Two new RCA 813 transmit- eqpt. McDowell Radio Service, Bolivar, Pa. DAR. 56, 58 2A7 tubes. D. F'. Crinkley, ting tubes. D. L. Bishop, Liberty. Sask., WANTED -Late model battery operated 1701 Michigan Ave., Winter Park, Fla. Canada. sig. gen. Cash or will trade 1A7GT /G, FOR SALE -- ~Supreme C4 -10 sig. tracer 11,6, 34, 1H4G, 1N5G, 1N5GT, 1E4G. $12 or will trade for new tubes. Dustin URGENTLY NEEDED-Echophon RC -1 SELL OR TRADE --Car radio, headphones, 106GT, 1C5GT, 1T5GT, 1A5GT,.1Q5GT Radio Service, 521 Gayle Ave., Kalamazoo and 1Lllicrafters S -30, Cpl. Ken. L. radio course, photoelectric eqpt., electrical and 15 used tubes. John W. Ferguson. 18, Mich. ['louse, Sqd. Box 879, MacDill Field, Fla. books;- magazines, etc. Want small radio. Ferguson Lake, Richmond Co. N/ S. O. H. Klinefelte', 42 Stephen St., Glen Canada. WANTED -Used Sky Buddy receiver or FOR SALE--- eSuperhetrodyne sets 4 and 5 Ridge, N. J. equivalent HAM receiver, also Argus or tube $23. F.O.B. Martin Ludwig, 1418 FOR SALE -National FB -7 with power Kodak 35mm camera. Alex L. Perreault, Conlyn St., apt. 420, Philadelphia 41, l'a. WA NTE D- I'hilco battery operated sig. supply; National Type N and VK full 3426 Humboldt St., Denver 5, Colo. gen., frequency range 110 to 29.11111) KC, vision dials, parts; Superior 11305 set also modern tube checker. Joseph Jorden, WANTED -Radin News 1939 through and tube tester; Motorola 580 car radio. 850 N. Wabash Ave., Chicago 11, Ill. FOR SALE --- Clough- Brengle OCA It -F sig. 1944. State what you have to trade. Loren etc. Glenn Watt, Chanute. Karns. gen. and Triplett tube tester ea. $35; Van .11stine, 1 Dudley Ave., ['.oboes. N. Y. FOR SALE -Weston therms -galvanometer Dayrad 57 multimeter $30 and instruc- WANTED 2425; Weston voltmeter á301 and 2 -43, -"Service" magazines from 1935 tion books for sig. gen. and multimeter. SELL OR TRADE -Philon console battery to date. 1 -2A5, 1 Raytheon BH tubes. Want Phil- Aug. Steve. 128 Dundee St., Want Rider's manuals 1, 2, 3 and 5 to radin with or without batteries. Want on or G -E record player. Frederiek H. Buffalo 20, N. Y. 13 incl. Frank Pump, 403 King St., V -O -SI. Radio Service, Arts 2304 Lodge Perim, 16 Tracy Ave., Batavia, Ravenna, Ohio Ave., Rt. ;10 Evansville, Ind. N. Y. WANTED -Complete set Rider Manuals. FOR SALE -- National, NC-80X communi- Have Mercury 3:5 35mm camera to trade. WANTED-Short-ware receiver. llave for FOR SALE-Large supply of tubes. Send cations receiver, ; hands- including broad- R. N. Wallace, Box 175, Richland Radio, sale 24v. 6 amp. motors and Radio City list of your needs. B. Salmonsen, 42 Deer- cast, with tubes. crystal, heat frequency Richland, Mo. frequency ammeters .5, 2.5, and 3 amps. field Drive, Manchester, Conn. oscillator $85; National SW3 short wave City Radio Service, 507 State St., Madison receiver with tubes and 5 pair plug in coils 3, Wise. URGENTLY NEEDED- Phonograph motors, WANTED-Rider's manuals 1 to 14 incl. $60. Rocco Games, 9 Woodrow Ave.. electric: either atmplifier, wireless and test eqpt. Sam Torrisi. 57 Yonkers :3, N. Y. or plug - Mechanic in type; FOR SALE -Radio City 5663A V.T.V.M. St., Lawrence, Mass. record changer and F,chophone EC-1 receiver. V. 418 multiteter almost new. $58. A. Whfs- WANTED -EC -1 or Sky Ruddy. R. Hein. Gregory F. P.F.C., St., .1. Makes. Rockford, Ill. 1er, Kennard, Ind. WILL Chirardi's 1937 T'k, B'n Boat Basin, Ocean- TRADE- Radio side, Calif. Physics Course. $3. or 25A7GT tube. Pat FOR SALE -Continental resistors; Weston Ruse, 2206 Parkway, Austin 21, Texas. FOR SALE -Sky Buddy and National short 301 voltmeter; 8354 and ;506 voltmeters: FOR SALE -Electronic Designs VTVSI wave 3 with 110v power pack, phones, with leads, d -c probe and instructions. speaker, 3 hand coils. B. B. O'Brien. Box Jenkins 6" convex television lens and Uni- FOR SALE- United Motors 3" oscillo- versal BB mike. - Willard hall. RFD 5. Peoria 8, Ill. 348, 5lissoda. Mont. Walter Gerber, 52-37- scope. Sam Pinosky, 15 Oak St., Charles- Y. 79th St., Elmhurst, Long Island, N. ton, S. C.

FOR SALE- Dynamotor 12v cl -c and input WANTED-Green Flyer motor for 16" YOUR OWN AD RUN FREE! 750v d -c output.; also 21/2 meter a -c re- transcriptions; G.I hone recording unit ceiver and 2 ac -dc receivers. Twilley Elec- with crystal cutting head and playback tronics, 505 Riverside Drive, Baltimore 21, pickup; also tube checkers. What do you During the past three years, over 9,000 buy- trade -sell ad- Md. - need? 11. & H. Radio Electronics Service, vertisements have been run free of charge in The Sprague Trad- 17:3 Van Buren St., Staten Island 1, ing Post -and as long as the need exists this unique service to FOR SALE -Portable 4 -tube battery radio, N. Y. $30; Supreme 535 tube tester, $30; members of the radio profession will be continued. Send your Marion 3" D -I milliammeter, $9; and both FOR SALE- Superior ehaunel analyzer ad today. Confine it to scarce radio materials. WRITE CARE- new and used tubes. Write for list. Wil- like new $25. O. Port, 4211 W. 14th FULLY or print. Hold it to 40 words or less. Sprague, of course, liam E. Hágara, P.O. Box 224. Slickville, St., Chicago 23, Ill. Pa. reserves the right to rewrite ads as necessary, or to reject those WANTED -Recording head and feed screw, which do not fit in with the spirit of this service. WANTED -Late model tube tester and recording turntable and xformer to match 501,6; tubes. 35h6 Cash or will trade 8 or 500 ohms to cutting head. K. L. HARRY KALKER, Sales Manager Superior channel analyzer. C. 51. Hughes, Cox, Radiomen, c/o F.P.O. San Francisco, 2230 Cruzen Ave., Nashville 11, Tenn. Clif.

Dept. RRT -105, SPRAGUE PRODUCTS CO., North Adams, Mass. (Jobbing Distributing Organization for Products of the Sprague Electric Company) SPRAGUE CONDENSERS L M RESISTORS KOOHTM, REGISTEREOD U. 5. PATENT OFFICE Obviously, Sprague cannot assume any responsibility, or guarantee goods, services, etc., which might be exchanged through the above advertisements 118 RADIO Cr Television RETAILING October, 1945

www.americanradiohistory.com THERE IS NO OTHER RADIO MANUFACTURER LIKE HALLICRAFTERS

Hallicrafters is the world's largest exclusive manufacturer of short wave radio communications equipment. In all the exciting history of the development of the science of radio communications in America there is no story like the Hallicrafters story. Before the war Hallicrafters built high frequency receivers and transmitters used by 33 governments and sold in 89 countries. Now, in a world that will necessarily be held together by improved communications, Hallicrafters will be demanded by hundreds of thousands - here and around the world. Hallicrafters receivers and transmitters will be used in all sorts of transportation communications systems -land, sea and air. This equipment will be used as a scientific control and research instrument as FM and television experiments move onward and upward, and it will be in great popular demand by listeners who want distance, discriminating radio . . clarity, sensitivity and stability combined to a degree eY'12 " .t that no other radio can offer. c,Yr* **

hdIIÌcrdftPrs RADIO BUY A VICTORY BOND TODAY!

THE HALLICRAFTERS CO., MANUFACTURERS OF RADIO AND ELECTRONIC EQUIPMENT, CHICAGO 16, U.S A. CCFY1

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120 RADIO & Television RETAILING October, 1945 www.americanradiohistory.com They use it effectively, too, these men and women who make up Meissner's precision -el, for many of them have RECISION is a weapon sons, brothers and loved ones on the battle fronts. The photographs on this page show a few of these pre - cisioneers who fight on the home front with precision a MT. CARMEL, ILL. and electronic skill as their weapons.

Precision is a family affair at Meissner. Here a letter from the front lines affects two families, and you can see that it's good news that will be reflected in the quality of their work when their rest period is over.

He splits thousandths of an inch as he does his war job. The "know how" that he and hundreds of Meissner precision-el have acquired is one more reason why you will be able to depend on Meissner quality after V -Day. He's a veteran back from active service in the Pacific, but front with the he's still fighting-this time on the home "Step Up" Old Receivers! men and women of Meissner. The traditions of precision weapon he can use These Meissner Ferrocart quality he's learning here will be a I. P. input and output after peace. transformers are getting top results in stepping up performance of old worn receivers. Special powdered iron core permits higher" q" with a resultant increase in selectivity and gain, now available for frequency range 127-206. Ask for numbers 16 -5728 input, 16 -5730 output. List S2.20 each.

111 1, S S 11 T ' 'I ILL. way to bathe of electronic war COMPANY MT. CARMEL,/ On the are thees cartons MANUFACTURING I knows equipment. He sends them off with a senile, for he RESEARCH 11D MANUFACTURE that the work of Meissner's precision-el will help bring ADVANCED ELECTRONIC his family together again soon. Export Division: 25 Warren St., New York; Cable: Simontrice

RADIO L Television RETAILING October, 1945 121 www.americanradiohistory.com DUALS 1 with l,ngs

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Smaller than a cigarette - smaller, in fact, than some of the smallest cardboard capacitors made ! But aluminum- cased, hermetically sealed ! Long- lived, dependable! That's the story of the new Mallory Duals.

Notice those lugs at top and bottom! They eliminate broken leads, difficult skin- ning operations ... make handy anchors for other wiring.

Notice especially the bottom capacitor in the upper left -hand picture. That's the Mallory "TCS," each section of which is independent of the other. It will replace units of common negative, common positive or separate section construc-

tion -ÿet it's the smallest separate section unit ever made !

These Mallory Dual Capacitors are part of a complete new line, including pint- sized single units too. Get acquainted with the entire family! See them -buy them at your nearest Mallory distributor.

P. R. MALLORY & CO., Inc. INDIANAPOLIS 6, INDIANA

P R MALLORY VIBRATORS VIBRAPACKS* More $ CO: Inc CONDENSERS wan everli VOLUME CONTROLS SWITCHES RESISTORS

' FILTERS RECTIFIERS ALWAYS POWER SUPPLIES MALLORY ALSO APPROVED MALLORY "TROPICAL* DRY BATTERIES, ORIGINALLY ON DEVELOPED BY MALLORY FOR THE U. S. ARMY SIGNAL INSIST PRECISION PRODUCTS CORPS, NOT PRESENTLY AVAILABLE FOR CIVILIAN USE. *Trademarks

RADIO & Television RETAILING October, i945 www.americanradiohistory.com eaéofaá1a&xew "in /wem

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Yes, there will be F-M and A -M Delco home radios .. combinations, too ... styled to win the eye and engineered to delight the ear in console models, table models and portables that cover the range of customer demand. Delco home radios and Deice auto radios will offer the best of all that's new ... backed by Delco Radio's long experience in radio 'building and merchandising distinguished by the combination of engineering vision and manufacturing precision that made Delco Radio a major supplier of radio and electronic equipment for the armed forces.

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123 RADIO Cr Television RETAILING October 1945 www.americanradiohistory.com hitch Leaves Aerovox Paul L. Kuch, advertising and sales promotion manager of Aerovox Corp., Gib o', New Bedford, Mass., has resigned his FREEZ'R SHELF REFRIGERATORS KOOKALL ELECTRIC RANGES HOME FREEZERS

Paul L. Kuch

position. He will establish an advertising and sales promotion agency, special- izing in industrial advertising, in the Olympia Building in that city. Bruno -New York Host to Bendix Retailers An enthusiastic group of retailers from the metropolitan area of New York at- i-iOME FREEZER tended a Bendix meeting staged by Bruno -New York, Bendix distributors, at the Hotel Astor. Sales, delivery and manufacturing plans were discussed by `" KOOKALL Lynn Eaton, Bendix eastern sales man- ELECTRIC RANGE ager. Bruno -New York officials Jerry Kaye and Ira Schwartz explained fran- FREEZ'R SHELF REFRIGERATOR chise plans, advertising and sales helps available to the retailers. Features of the new Bendix washer, as GIBSON HOME FREEZER well as those of the new ironer and Vertical design -more convenient. No clothes dryer to be manufactured by the "diving" for frozen food packages in a company, were described in detail. deep well. Four Freez'r 'Shelves provide Irving Sarnoff, Bruno -New York vice- extra direct contact for faster freezing. president, told his listeners that the dis- Uses only half the floor space required tributing firm would operate under the by the long, low "deep box" design. state Fair Trade laws. He also assured GIBSON KOOKALL ELECTRIC RANGE his hearers that Bendix would not make any "private brands." Automatic control . . turns itself on and off ... uses stored -up heat ... Only range with the Ups -A -Daisy feature, Graybar Names Brown the innovation housewives demanded. Vern A. Brown recently returned to the GIBSON FREEZ'R SHELF REFRIGERATOR Graybar Electric Co. as St. Louis sales Provides different Strata- Zones -sep- promotion manager in the merchandising arate layers of conditioned cold, differ- department. In this newly-created posi- ent temperatures, different humidities. tion he will coordinate manufacturers' Easy. -to -reach shelves with Freez'r sales plans with Graybar distribution in Locker and Moist Chiller. the St. Louis area. He will confine his efforts to promoting the sale of radios and 1. Gibson has 68 years manufacturing appliances experience. through dealer outlets and will work closely with Graybar merchandising 2. Gibson is the fastest -growing refrig- manager, Robert F. Janda. erator manufacturer. 3. The Gibson line meets the needs of Shrader Joins Rucher independent dealers for a short, fast - Joseph L. Shrader, formerly associated selling line with exclusive features that with Western Auto Stores, has been discerning customers want. named merchandising manager, in charge of all purchasing activities, of the Rucher GIBSON REFRIGERATOR COMPANY Radio Wholesalers, 13rz 54th St., Wash- ington, D. C. Leslie C. Rucher is general GREENVILLE, MICHIGAN manager. 124 RADIO & Television RETAILING October, 1945 www.americanradiohistory.com ;cousin Radio Jobbers In Future Expansion Irian Ira White, and George Hable- who are partners and owners of the io Service & Supply Co., t i5 Fourth Wausau, Wis., announce that the iness is growing steadily and the num- and character of the lines carried e improving. Plans are now being ade to take bigger quarters, because the lack of space. Future plans include establishment of tefinite lines, including radio parts, tubes and equipment; wholesale distribution of radios, phonographs, and recorders; intercommunication installations; commercial transmitters; amateur equipment supplies; aeronautical communication specialties, and industrial electronic equipment. Dealers Come First Chicago's Commonwealth Edison will not attempt to get radios and appliances until dealers are supplied. This utility has started a dealers' sales promotion department. Utility will not sell small appliances door to door, as in pre -war days, and will help retailers in many- other ways. More Westinghouse Volume Major appliances for homes are ex- Model 636 Dynamic' pected to begin rolling off the lines of the Westinghouse Electric Corp. in con- Tube Tester siderable numbers in October and No- In Rotary Tube Chart vember, the company reports. With Built

Globe's New Model Tops in design and performance in- is protected against obsolescence in every possible feature. Globe American Co., Kokomo, Ind., pre - cluding the latest Jackson patented war makers of gas and electric ranges, will Roll Chart tube index-simplifies correct specialize in gas ranges at this time, switching circuits. settings. bringing out an automatic heat -retaining Modern in every feature of con- Full Range Filament Selection- marked di- Oven. model. Trade mark is Dutch struction, appearance and operation. rectly in volts. Zenith Official Complete with every valuable fea- Harry J. Wines, general manager since ture. Up to date for all newest tube Bench -B is 1943, has been elected vice -president of types. Model 636 (illustrated) Zenith Radionics Corp., Zenith distribu- installed in welded steel cabinet. tors for New York area. - SPECIFICATIONS This instrument is also furnished (portable model 636) in a French Stromberg Sales Rep "Dynamic" Method of Test -Makes a better test on every tube. The "Dynamic" grey leatherette case with removable method is more accurate, frequently finding lid- matched in dimensions and fin- for "good" "poor" tubes which might pass in in ordinary testers. ish to other testing instruments the Tests All Tubes -All of the popular receiv- Jackson line. It can be assembled with ing types and television amplifiers, includ- them in the Jackson Service Lab. Buy ing Bantams- Loctals- Single Ended - now with an eye ahead a High Voltage Filament Types and Minia- -on tures. Provision for many more. The tester matched Jackson testing set. *TRAUE MARK REG.

BUY WAR BONDS AND STAMPS TODAY JACItSON sine épkchieai &din, gnAu/menk William C. Miles, who has been named a radio sales representative for the San Francisco otfice of the Stromberg- Carlson Company. JACKSON ELECTRICAL INSTRUMENT COMPANY, DAYTON, OHIO 125 RADIO Er Television RETAILING October, 1945 www.americanradiohistory.com ' -cemej' is a reliable source SPECIALS! Available without priority Model,. cargo from 350 to 35,0QC wafts, A. C types FOR RADIO atom 215 'a 660 vo 1s, 50, AND ELECTRONIC *0, 160 cycles, sidle or APPLICATIONS r-uee -(nose and 404, 500 cod 8 )0 cycles, single ONAN phase. 43. C. C,pes rom 6 ELECTRIC GENEPAT- to 400C= vets, Also ava1l- ING PLANTS supply reliable, PLASTIC PARALLEL RIP CORD u-vie in duct voltog- and economical special ragaeney types. electrical service for 2 CONDUCTOR -No. 18 Ga. Stranded electronics and television appli- Easy to strip -easy to separate. The finest obtainable for cations as well as for scores, of radios, lamps, appliances, etc. Approximately 3000 ft. on reel. general uses. P 1000 ft. $14.95 K. LitT El OR Driven by Onan- built, 4- cycke 250 ft. Metal Spools. Per 100 ft. $1.65 gasoline engines, these power ofsb- units are of single -unit, compact 2 CONDUCTOR MICROPHONE CABLE design and sturdy construction. The best mike cable available fully shielded -live, flexible bona rubber jacket. Suitable for mobile, stationary outer or emergency Random lengths from 25 ft. to 250 ft., while quantity service. lasts. Per 1000 ft. $37.50 Model shown is from 1P2C series; 2,000 to 3,500 loote, INSULATED ELECTRICAL WIRE powered by Onan -huila two. Gauges 22 to r4 cylinder, water -cooled engine. Available for immediate delivery from stock in single and multi -conductors. D. W. ONAN 18 CONDUCTOR CABLE & SONS Plastic paired conductors. One conductor of each color is 2036 Royalston Ave. ribbed for easy identification, and can be used either paired Minneapolis 5, Minn. or coded. Shielded with Synthetic Rubber outer jacket. Approximately 1500 ft. on large wood reel. Pot 1000 ft. $100.00 Pa 100 Ft. $12.50 Write for Complote Circular No. 6

COLUMBIA WIRE & SUPPLY CO. 4104 N. PULASKI RD., CHICAGO 41, ILLINOIS

JYec/iaAcmgc=grw--- BATTERY ELIMINATORS

Ail)louicing! Our New Models P and Q. They include every achievement of wartime Ingenuity, and lift battery radio reception All These Belie is to new heights of satisfaction. Cost but a few cents per hundred hours of operation. Sturdily constructed-no liquids or moving rl12Cau.rPle cú'sccyt (aG= iti1,24.4 al -f16 parts- operate in any position. Completely filtered, hum free and sHent in operation. Universal plugs and sockets to fit any radio. MODEL P -For use in place htn e any wbere normal AC is available. FM benefits turn into Operates any 1.4 volt -4, 5 or 6 tube battery radio from 115 v. long green- profit 60 cy. source. -tor dealers who jjíLJJTINC PB/NT prominently display ,+ P?OGPOP/ MODEL Q -For use wherever AC lines are not available- Farms, #11011 the overwhelmingly cottages, camps, or in car, motorboat, etc. Operates any 1.4 volt - popular Fidelitone 4, 5 or 6 tube radio from 6 volt DC source. $1.50 ' MASTER el

126 RADIO Cr Television RETAILING October, 1945

www.americanradiohistory.com ads Teletoue Radio Co. New Book Issued `Your graphs of scale models in which miniature G -E Appliance Store" replicas of appliances, radios and store fixtures have been placed just as they A new book, "Your G -E Appliance would be in an actual store. Store," is being sent to dealers by the ap- New conceptions of "display merchan- pliance and merchandise department of the disers" for traffic appliances are shown. General Electric Co., Bridgeport, Conn. The book presents blueprints in an enve- Described as "a scientific approach for lope which show how local carpenters can better appliance and radio merchandis- make these display fixtures. ing," this book gives suggestions on how Distributors are being charged a small to relocate, plan and revamp a retail fee for the book due to numerous requests store. for it, GE states. For dealers planning to move, the book contains sections suggesting how to "count Thomas noses" and estimate the size of store they Seth Appointment will need. General Time Instrument Corp., Dealers planning to remodel will find Thomaston, Conn., announces the appoint- "before- and -after pictures" that will be ment of Charles Gillman as general sales applicable to any of the five basic types manager of Seth Thomas clocks. Mr. of store fronts. Similarly, for several basic Gillman was formerly sales manager for types of interiors, the book presents photo- Westclox.

Radio S. W. Gross, president of the Teletone Co., New York. The firm is currently producing small radio and radio -phonographs. Associ- ated with Mr. Gross in the capacity of general sales manager is John S. Mills. Jobber Appointments COSMOPOLITAN RECORDS, INC., New York, New York, has named the following distributors: Allied Music Nation -wide Sales Co., Detroit, for Mich., Ohio, and western Pa. areas Associated Music Co., Denver, for Colo., Utah, and Wyo. Acceptance areas James H Martin Co., Chicago, for Ill., Ind., Minn., Mo., and Wis. areas RUNS INTERFERENCE Interstate Music Supplies, New York City, for N. Y. state and northeastern FOR YOU! states Howlett Distributing Co., Austin, Texas Herbe E. Zobrist Co., Seattle, Proved in war and peace, BELL for states of Mont., Idaho, Wash., Sound Systems offer you advan- Wash., a head start Ore. tages that give you and in meeting the sound needs of LABORATORIES, INC., every prospective sound user. ELECTRONIC for a announces the follow- You'll throw competition Indianapolis, Ind., loss when you let BELL nation- BELL REPRESENTATIVES ing list of its new jobbers: Radio Wire wide acceptance run interference Radio ATLANTA, GA., Henry W. & Abby N. Burwell Television, Inc., Boston, Mass. for you. BELL matched units com- 105 Forrest Ave., N.E. Products Sales, Denver, Colo. Radio bine readily to fill the require- BOSTON 9, MASS., H. A. Chamberlin Electric Products, Buffalo, N. Y. Radio ments of every application - and 31 Milk St. Los Calif. Scott they are priced right. CHICAGO, ILL., Paul H. Miles Products Sales, Angeles, 333 N. Michigan Ave. Radio Supply, Long Beach, Calif. Hatry Olsen BELL Equipment includes BELfone CLEVELAND, OHIO, John O. & Hartford, Conn. Roehr Dis- 1456 Waterbury PI., Lakewood Young, Systems . Industrial Intercom 26, MICH., J. P. Davenport tributing Co., St. Louis, Mo. R. & R. Sup- Voice -Paging and Broadcasting DETROIT Central Mis- 604 Kerr Bldg. ply Co., Inc., Lubbock, Tex. Equipment . Permanent and FORT WAYNE 3, IND., B. L. MacPherson souri Distributing Co., Jefferson City, Mo. Portable Amplifying Systems . . 1724 Alabama Ave. Recording and Disc Playing Units GREELEY, COLO., Gordon G. Moss MULLINS MFG. CORP., makers of Electronic Sound Devices ... Post Office Box 428 kitchens, Warren, Ohio, have Many Others. Contact one of the HOUSTON, TEXAS, G. G. Willison Youngstown -O -La Sales Co., West Bldg. BELL Representatives listed here Tex appointed the following distributors: E. Bettis & Co. for information. KANSAS CITY 6, MO., Maury Crouch Appliance Co., El Paso, Tex. complete Rm.400, B. M. A. Bldg. Devlin -Drew Co., Fresno, Calif. Foster LOS ANGELES, CALIF., Harry A. Lasure 2216 W. I Ith St. Supply Co., Buffalo, N. Y. Gem City -a new and better MEMPHIS, TENN., J. M. Cartwright Appliances, Inc., Dayton, Ohio. General 1276 Peabody Ave. - s `6 approach to long Pipe & Brass Co., St. Louis, Mo. Pioneer s' profit, high -volume MINNEAPOLIS, MINN., M. E. Foster Appliance Co., San Francisco, Calif. , » Andrews Hotel Sound Equipment NEW YORK, N. Y., Wesley Scharp Raco Appliance Co., Dallas, Tex. Sales! 67 W. 44th St. Saviers Electrical Products Corp., Reno, PHILADELPHIA, PA., J. E. McKinley Nev. L. S. Hart, Birmingham, Ala. 628 Terminal Bldg., 401 N. Broad.St. PORTLAND I, OREGON, Dale G. Weber GAROD RADIO CO., Brooklyn, N. Y., 7026 S. W. Capitol Highway SAN FRANCISCO 3, CAL., Hodges and Glomb has named the Lifetime Sound Equipment BELL 1264 St. SOUND SYSTEMS, INC. Folsom Co., Toledo, Ohio, as distributor for its TORONTO ONT., CANADA, Howard N. Reid receivers and television sets in s8 counties 1 186 Essex Ave. Cols. 3. Ohio L. D. Cahoon and Co. Ltd. 2271 Danforth Ave. and southeastern Export Office: 4900 Euclid Ave. of northwestern Ohio I:v:l Michigan. 127 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com Hotpoint laundry Sury ey Results; activities would benefit from the Olympic Production Plans flashers in Production interest centered upon this new appliance. P. L. Schoenen, executive vice-president More than 25 per cent of all home E -L to Manufacture Toys of Hamilton Radio Corp. told questioners, laundry equipment will be sold in en- Norman A. Kevers, chairman of the "We have every reason to believe that sembles for "out -of- basement" installation, hoard of Electronic Laboratories an- we will be producing our civilian Olym- according to results of a survey released nounces that the company has inaugurated pic radio line within a very short time. by Fred C. Margolf, manager of the home a new division to manufacture toys Most of these," be declared, "will be laundry sales division, Edison General operated by electronic devices. The name table models. Electric Appliance Co. He announced at of the new division is Elec -Toy. The "As quickly as conditions permit, the the same time that Hotpoint washing company expects to be in production of Olympic line will be expanded to in- machines were in limited manufacture some items in time for the Christmas clude every type of radio, from consoles again for the first time since 1942, and market. on down through portables. We will also will be available in early 1946. put a television line on the market, just In analyzing possible trends reflected in With Florida Wholesaler as soon as circumstances warrant." the survey, Mr. Margolf called attention Florida Radio & Appliance Corp. dis- to the figure showing that 79.2 per cent tributors, with offices in Miami, Jackson- of the dealers would sell automatic wash- ville and Tampa, announce the appoint- ers, noting that 46.6 per cent had sold ment of Marshall L. Foreman as man- Lou- Priced Television them previously. He said that all home ager of its Tampa division. Sets Editor, RADIO & Television RETAILING: Recent .announcements of television receivers to sell at prices 33 well overlapped between $roo and $200, have brought forth a variety of comment. Such sets before long may be a real factor. On the other hand, many companies who have not hereto- ranges .. fore produced television or even radio equipment may rush into the market, offering goods viiith lot% price tags, but later be unable to plus long -life deliver or go into bankruptcy. Most radiomen's opinions con- dependability! cerning selling prices for television receivers are based partly on what they pay for a comparable radio receiver and partly on the prices advertised by leading companies. We know from experience, however, that small companies with low overhead and one or two clever engineers can "cut corners" in a manner hardly noticeable to the non -technical television buyer, with the result that the sales price may be from 20 to 5o per cent lower than a receiver giving an equal UETO6 sized picture produced by a well known manufacturer. There may (Model 665 Type 1 ) be more such companies in the future television field than there VOLT- 01IM - MILLIAMETFR were in the early days of radio broadcast receivers. In fact, if some of these smaller Its compactness, versatility and rugged dependability companies realized at the present time that make Model 665 the ideal instrument for use in the there are 33,500 five -inch cathode -ray tubes of one type field, or in the shop ... whether servicing communica- which are being disposed of by tions equipment, testing electrical components in pro- the Office of Surplus Properties, duction, or research or maintenance work. Provides 33 at Washington, naturally at a very AC and DC voltage, DC current, and resistance ranges large discount from its catalogue price, they would purchase the en- . . . with simplified switching arrangement for rapid tire lot, build a television receiver operation. Built to WESTON standards to assure de- around the tube (which is really pendable measurement accuracy throughout the years. better fitted for radar than tele-. Full details on request. Weston Electrical Instrument vision) with the result of a very low cost receiver. This illustrates Corporation, 605 Frelinghuysen Avenue, Newark 5, N. J. how we might have low -cost television sets, and furthermore draws attention to the fact that there may be as much as thirty million dol- W E S T O 1' %tza'ruffzewa lars of surplus government radio equipment overhanging the market. TELEVISION DEALER New York, N. Y.

128 RADIO & Television RETAILING October, 1945 www.americanradiohistory.com 01,0111 New Philco Plant Raytheon Names Ellis poned civilian radio production for at tart least four weeks." Laurence K. Marshall, president of Gerl addressed mid -western radio deal- Raytheon Mfg. Co., announces that Ray C. ers in Kansas City, Missouri and Omaha, Ellis, former director of the WPB radio - Nebraska. radar division, has been appointed vice - president of Raytheon. Illinois Distributor Expands Facilities OPA Price Policy Slows The Suttle Equipment Co., Lawrence- Production, Says Gerl ville, Ill., announces that it will occupy The action of the OPA in refusing to a new building, now under construction, allow component parts manufacturers to in December. Being built at an estimated raise their prices to meet higher pro- cost of $4o,000, the structure is being duction costs was denounced in two erected at the firm's present site. speeches as "an amateur attempt to run The new building will be r45 ft. long, the radio business into the ground." The and 86 ft. wide, and will provide floor speaker, Joseph Gerl, president of Sonora area of over 50,000 sq. ft. The firm dis- Radio & Television Corp., also main- tributes electrical appliances and equip- tained that this action "has already post ment in this area.

Philco officials check plans as ground is broken for new building near present plant. L. to r., William Balderston, vice- president charge of operations, William Pelts, Phila. radio div. prod. mgr., H. SI. Johnston, maintenance dept. mgr.,, John Baltantyne, president, Joseph H. Gillies vice- presüdeot charge of radio production. R. I. Wholesaler Moves; Takes on New Lines Republic Distributing Co., Providence, R. I., has moved to new and spacious quarters at 159 Clifford St.. At the new location, the firm will have increased office, display, and warehouse facilities. The Our Hat Is Off.. . company's previous address was 170 West - minister St. Our hat is off to those radio men, both military and civilian, Bendix ra- In addition to distributing who contributed so much to the successful completion of the dios, the firm announces that it will also handle Automatic washers, Everhot ap- war. Too, our hat is off to those radio servicemen and job- pliances, Victor fans, lvlirro -Matic pres- bers who were patient and understanding of the shortage of sure cookers, as well as other leading Rider Books caused by wartime restrictions, now removed. lines. Our hat is off (and our coat too), ready to tackle the peace- Magnavox Names Fiebig time radio problems in the civilian field. In the light of our wartime experiences we have planned a five year program which is right now developing in our own laboratories. From this research will result many innovations -and one of the most ambitious publishing programs we ever scheduled. It will bring to the student, the amateur, the serviceman, yes

even the radio engineer the very information each must have . if he is to understand, and work in radio and the new fields of television and microwaves that will be commonplace in coming years. This is not a program of the future, it is functioning today. Next month will witness the publishing of the first of these new Rider Books. Announcements will carry complete details. Yes, our hat is off - and it's great to be back!

(//' /Ìi/ /, Ú fCf .(21'

O. A. Fiebig has been appointed assistant sales manager of the radio -phonograph division of the Magnavox Co., it is announced by N. B. Sherrill, Js., sales manager. The Mag- JOHN F. RIDER PUBLISHER, INC., 404 FOURTH AVE., NEW YORK 16, N. Y. navox sales program, in addition to merchan- " ne44/iahe-14. oG Radio ec/isrice.I /3ao/ad " dising the new liste, includes a sales and service training course for dealers and salesmen. RADIO & TelevHsien RETAILING October, 1945 12'

www.americanradiohistory.com Jett Advises Listeners to Buy AM -FM Radio Sets Radio listeners were advised by FCC Commissioner E. K. Jett, in a radio speech, to buy combination AM -FM sets when the new models appear. Declaring that the speed with which FM broadcasting develops will depend on "how rapidly you, the listeners, accept this new method of program trans- missions," Mr. Jett said: "During the transition period from AM to FM most of the receivers offered for sale to the public will incorporate both systems of broadcasting. The added cost for the FM feature will not be great- perhaps no more than you have been ac- customed to pay for the short -wave international broadcasting range in your existing pre -war receiver. It is, therefore, to your advantage to obtain a combination set which will receive both AM and FM when the new models appear on the market. If your present receiver is in good condition you may wish to consider purchasing an FM adapter, or a receiver capable of FM reception only." FIN Future Commissioner Jett predicted that within four or five years after civilian production is resumed "at least half of the homes of America will be equipped to OUTSTANDING receive FM broadcasts." In metropolitan areas, he said, "FM eventually will re- CHARACTERISTIC Astatic Low Pressure place local and regional AM reception." However, he added, the high -power clear - OF ASTATIC Crystal Pickups have channel AM stations "must be retained as no throughout the years to serve rural audi- contributed, ences which cannot get good reception PICKUPS other phonograph from FM stations." Mr. Jett also predicted that within two part, to long record life and quality reproduction of to three years some 50o FM stations will recorded sound. An even higher standard of phono- be in operation. graph performance is assured with Astatic Pickups McAllister in Production McAllister bagless vacuum cleaners of tomorrow, incorporating not only the principle will be on sale in stores all over the of featherweight pressure, originally introduced by country this month, H. J. McAllister, vice - president of the Franklin- McAllister Astatic, but dramatically new and improved features Corp., Chicago, has announced. for increased The retail price is 'lased on volume enjoyment of modern recordings. In production, and products will be avail- the measure that FM will contribute to the improve- able at pre -war price levels. Rejoins Terminal ment of radio reception, so will Astatic's finer Radio Crystal Pickups advance the fidelity of phonograph record reproduction.

ASTATIC Crystal Devices manufactured under Brush Development Co. parents. THE

AST TIC CORPORATION CONNEAUT, OHIO IN CANADA. CANADIAN ASTATIC LTD, TORONTO, ONTARIO First Lieut. Robert Corenthal has returned to the Terminal Radio Corp., New York radio suppliers, as advertising and sales manager. 130 RADIO & Tlerision RETAILING October, 1945

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TRIPLETT 666 15.25 TRIPLETT 666 -H 16.00 TRIPLETT 1200 -S 34.67 Servicemen's Priority MASCO AMPLIFIERS Complete with tuba=. FOR PROPER REPLACEMENT ! 17 Watt 30.30 HIGH QUALITY 25 Watt Physical Characteristics - 42.60 . . . 35 Watt MATERIALS Wherever required, RADIART VIBRATORS are the 54.60 physical size as the original, thereby elim- 50 Watt same . 70.50 For the past six months inating additional attachments for electrical 42.30 17 Watt with Phono-top the vibrator in the socket. 25 Watt with Phono -top 32.20 Radiant Vibrators have grounding or for holding 35 Watt with Record-changer 89.10 been equal or superior to Electrical Characteristics - TURNER MICROPHONES prewar vibrators in quality RADIART VIBRATORS are engineered to correct- Model Type Cord Level Each of each cir- BX Crystal - -55 $5.85 and performance. ly match the individual requirements 22X Crystal 7' -52 10.8 8 cuit application, taking into consideration every 33X Crystal 20' -52 1 3.2 3 BD Dynamic 7' -52 8.53 operating essential such as frequency, cur- Dynam. 20' -54 14.70 33D rent carrying capacity, points and reeds prop- SPEAKER BUYS! erly tuned to match transformer -buffer circuit 4" PM square $1.35 Ask your jobber for a RA- requirements. 4' 450131,.., ...,..are -.40 5' PM 2 watt 1.25 DIART VIBRATOR Catalog much longer 5'450 ohm 1.50 This individual engineering guarantees 10" PM 11 watt 7.20 -the most complete vi- life than could possibly be obtained if any of these 12" PM 18 watt 10.14 12' 17 14.25 for the sake of PM watt brator Guide on the market. characteristics were compromised vibrator type simplification. SPRAGUE - CORNELL DUBILIER AEROVOX CONDENSERS RADIART VIBRATORS assure minimum R.F. interfer- 8 mfd 450v Upright can 76r ence, low level of mechanical noise and starting 16 mfd 450v Upright can 1 .1 2 20 mfd 450v Upright can 1 .23 under adverse battery conditions. 8 mfd 450v Tubular .. 440 16 mfd 450v Tubular .. 650 20 mfd 150v Tubular .. 446 Manufactured by makers of famous RADIART Rust Proof Aerials. 20-20 mfd 150v Tubular.760 40-20 mfd 150v Tubular.820 30 -30 mfd 150v Tubular.790 4.15) 50-30 mfd 150v Tubular. 94% Radiart Corporation RADIART VIBRATORS 3571 W. 62nd STREET CLEVELAND 2, OHIO Type Equal Each e p"r, Dn,is;an v "ad,..n nn..r S-1 4-1 $1.35 25 warren Sr.. New York 7. N.Y, 455 Cram 5,., ü'.. Montreal. Canada 5300 294 2.09 5326P 509P 1.76 5334. 868 2.09 5341M 901M 1.76 5400 248 3.30 5426 716 3.50 ORDER OTHERS BY MAKE AND SET MODEL CRYSTALS M22 2.94 L40 2.35 1.1'6 4.70 PICKUPS 2 97, 3.30, 3.90 MOTORS 3 17, 3.33 PHILCO BEAM OF LIGHT Selenium Cell only, no bolder 1 80 on all C.O.D. orders. 2% 20 % . deposit required transportation allowance on orders of $25.00 or more accompanied by payment in full. Write for FREE CATALOG Call your nearest Stentor Jobber... or write us for his address STANDARD TRANSFORMER CORPORATION 1500 N. HALSTED STREET CHICAGO 128 SEIDEN AVE. DETROIT 1, MICH. 131 RADIO 6, Television RETAILING October, 1945

www.americanradiohistory.com Aireen Buys Two Firms Aireon Mfg. Corp., Kansas City and NATIONAL Burbank, Calif., announces that it has RADIO WEEK, NOV. 4-10 purchased the Oxford -Tartak Co. and National Radio Week, observing broadcasting's 25th the Cinaudagraph Corp., Chicago. Both anniversary, will be week of Nov. 4, date selected by NAB public companies are manufacturers of radio relations committee and network anniversary speakers. Randolph C. Walker, presi- committee. (See note bottom page 37). Commemorative statuette dent of Aireon, is president of both com- is to be presented by RMA, with replicas to all stations and networks. Reported panies. that RMA plans big advertising and publicity campaign in national and local Free Dealer Display media to observe Radio Week. A display card, t t" x i.1.", which radiomen can have without charge is available through Cornell- I)ubilier distribu- Raytheon Reviews Year Southwest Admiral Jobber tors. Copy on the card emphasizes that Raytheon Mfg. Co., Newton, Mass., Wallace C. Johnson, manager field ac- "we use only genuine, new replacement has issued a comprehensive report out- tivities, Admiral Corp., announced the ap- parts, no war -weary surplus." lining the firm's activities for the past pointment of the Sun City- Distributors, The display can also be had by writ- fiscal year. Included in the brochure is El Paso, Tex., as exclusive distributors ing to Cornell- Duhilier Electric Corp., an account of the Belmont Radio Corp., of Admiral radios, refrigerators, electric New Bedford, Mass. Raytheon subsidiary. ranges and home freezers for the El Paso, Tex., and Albuquerque, New Mex., territories. To Miracle Products Post It is announced that G. A. Boivin has We are been named to supervise the sales and advertising of the Miracle Electric Co., division of Miracle Products, Inc., Chi- cago, Ill. Mr. Boivin was previously RECONVERTING, too! general sales manager for the Dormeyer Corp. The November issue of Artists Sign With RADIO & Television RETAILING Cosmopolitan Records marks the return of this magazine fo Cosmopolitan Records, Inc., 745 5th Ave., New York, Harry W. Bank, presi- LARGER dent, announces the exclusive signing of PAGE SIZE several well- known artists. These are: 8'/8 x 113/4 inches, permitting use of 9 x 12 plates Joan Edwards star of the Lucky Strike Hit Parade; Jerry Wayne, for of the Borden's bleed pages; retaining 7 x 10 type size for radio show; Gertrude Niesen, of "Fol- standard pages. low the Girls" fame; Barry Wood, of the Phillip Morris program; 4 Chicks and HEAVIER COATED STOCK Chuck, of the Kate Smith and Allen Young shows; Oscar Strauss, composer of White 50# and 60 #, with fine surface and good the "Chocolate Soldier," Enric Madriguera, Coleman Hawkins, opacity for high grade and Del Courtney's halftone printing. New orchestras; Jimmy Carroll, of the Squibb screen for run -of -book, 110 instead of 100. show; and Henry Busse and his orchestra. Orders are now being shipped to dis- IMPROVED FORMAT tributors located in Detroit, Denver, Chi- cago, New York, Austin, Tex., Seattle, Restyling of layout and typography to get full ef- and Baltimore. fectiveness from the new page size, margins and Sonora Dealer Plaque paper quality. And also - CIRCULATION INCREASE 25,000 guaranteed, including 22,000 dealers.

CLOSING DATES Last day for setting, proofs, etc 15th of preceding month Last day for complete plates 20th of preceding month

RADIOs%Gleaeb, RETAILING

CALDWELL- CLEMENTS, INC. 480 Lexington Ave., New York 17, N. Y. -PLaza 3 -1340 Shown is the plaque which the Sonora Radio rr Television Corp., Chicago, Ill., is present- . ing to each of its franchised retailers. 132 RADIO & Television RETAILING October, 1945

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Electromaster, Inc., has appointed Roy B. Blanchard advertising director in charge of MELODISC advertising and sales promotion, it is announced by Gerald Hulett, vice- president. The Professional Garod Announces Its Home Recording Blank Sales Representatives The Garod Radio Corporation announces the appointment of the following IS READY... sales representatives: C. R. "Connie Strassner of Los Angeles, Cal., who has offices in San Francisco and Los Angeles. He will ARE YOU? cover the entire states of California and Arizona. Pete Bach, with headquarters in Port- Hundreds of thousands of re- land, Ore., will represent Garod in cording machines and phono- * SAVES TIPS Oregon and Washington. recorder combinations will now Pennsylvania, The area of eastern quickly move to market. Millions * SAVES TIME Maryland and Virginia will be handled of blank recording discs will move * SAVES EFFORT by Sam Levine, with offices in Phila- delphia. along with them-after that, mil- * SAVES WEIGHT Pat Haggerty has been appointed to lions more in repeat sales. * SAVES CURRENT represent Garod in Michigan, the north- Are you ready for this business? western corner of Ohio, including Toledo. * SAVES THE IRON Assigned to the South, with offices in To answer "yes" you should have Atlanta, is Reid H. Cox. MELODISC blanks in stock. Universal Division MELODISC producers are pio- Making New Product neers in the recording blank field HOT IN 90 SECONDS having manufactured discs since Universal Microphone Co., Inglewood, 1931. Mounting sales prove that Cal., has converted parts of its two READY FOR USE .. plants to production for its new Robolite MELODISC has no peer in the division, according to joint announcement popular priced home and commer- its many exclusive features put the from James L. Fouch and Cecil L. Sly, cial recording field. This is no acci- Kwikheat Soldering Iron in a class by co- partners. dent. The raw materials, base stock itself. That's why it wins enthusiastic Dee Breen, Universal sales manager, quality, manufacturing methods and praise from those who use it -why will distribute through regular jobbing supervision, together with a highly and retail channels. Kwikheat is fast becoming America's specialized inspection department - The Robolite is a small lamp or dim most talked, about iron you all go to produce MELODISC, the -why cer- glow light that operates on all currents. tainly want to stock it...lists at $11. professional home recording blank. Write today for complete information. Made Export Agent Nothing is sacrificed in the inter- Morhan Exporting Co., 458 Broadway, est of economy - no compromise 6 TIP STYLES been appointed Interchangeable New York, has exclusive with quality. export agent to all countries in the world, Ask your Distributor for samples © except Canada, for Marion Electrical In- o 1 2 3 4 5 Co., Manchester, N. H. and prices 401'111' strument ( Merchandiser Wanted VilON Smart NYC Madison Avenue store HOME selling radios, phonographs, records and aG electrical appliances, wants experienced RECORDING CO. gt dC°doT:! merchandiser to assist general manager. `N' `il SE7 p 699 EAST 135TH STREET aI " Must have successful record ; state salary and in letter. Address Box z88, 54, NEW YORK p3à experience BRONX care RADIO & Television RETAILING. E :O\e S 133 RADIO & Television RETAILING October 1945

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H. J. McAllister, left, vice -president of Franklin -McAllister Corp., delivers the firm's new vacuum cleaner to H. A. Renholm, Vice - president RCA Victor Distribution Corp. Look. ing on are H. C. Chapman (rear left) and C W. Strawn, Detroit manager for RCA Victor. Bendix Appliances Holds Jobber Sales Meeting Bendix Home Appliances, Inc., South Bend, Ind., held a distributor sales training meeting for jobbers' in the eastern divisions including the following markets, Washington, D. C.; New York, N. Y.; Baltimore, Md. ; Philadelphia, Pa. ; New Haven, Conn.; Hartford, Conn.; Spring- field, Mass.; Boston, Mass.; Portland, Me.; and Newark, N. J. Krich -Radisco, Inc., Newark, N. J., distributor for Bendix in northern New Jersey, was host to the distributor sales managers. Lynn Eaton, eastern sales manager, conducted the two -day session. The purpose of the meeting was to acquaint those present with this sales training program, so that they may conduct similar meetings with their dealer and retail salesmen's organizations. RECONVERSION to national peacetime economy is on the march ... perhaps not as swift as you and we would like it. Rejoins Magnavox as Rep Vast displacements, inevitable as we "shift Captain Jerre Neislar has been placed our gears ", must be on an inactive duty status by the Army absorbed and neutralized . . . in short, there's a JOB ahead. Air Force and will return to The Magna- vox Co. as sales representative of the Each day supplies of famous CORWICO Wire, so important southwestern district, according to an announcement made by N. B. Sherrill, Jr., in the war and so important now, will be made available for safes manager. civilian use. Reps for Carter Motor Patience! We've moved mountains before The appointment of Holliday- Hatha- way Sales Co., 176 Federal St., Boston ro, Mass., as representatives in the states of Massachusetts, Maine, Vermont, Rhode Island, Connecticut and New Hampshire, was announced by Robert W. Carter, managing director of Carter Motor Co., Chicago, Ill. Maguire War Products With government permission, Russell Maguire, president of Maguire Industries, Inc., disclosed that its war goods included test devices for both Army and Navy to keep radar functioning, receivers to detect radar, jamming equipment to neutralize enemy communications. 134 RADIO & Television RETAILING October, 1945

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LAKE!Pho- Portable nograph case in brown leach. erette covering. Inside dimen- Customers Order Direct sions 17" long, From The Record Review 14" wide, 8%2 " high. Has Store after store has discovered that new blank m o t o r and old customers come board and in with the opening for RECORD REVIEW in their hands and speaker. As il- actually order right from its pages. lustrated It not only wins new customers, but at left, special- helps all customers, old and new, to ly priced at.. choose the right records at the right time. That means more satisfied cus- $8.95 tomers and more repeat sales. Read ACT PROMPTLY and you can have ex- these typical comments: clustive rights in your city to the REC- STEINWAY & SONS, NEW YORK -"It is our ORD REVIEW, a tested monthly sales - best form of advertising. We depend builder that is regularly paying off for on it." record shops and departments all over the country.

THE RECORD SHOP, PHILADELPHIA -"We are delighted with it -would like to re- new our contract." Your Own Magazine - LIBERTY MUSIC SHOP, ANN ARBOR -"I don't know of a more effective and Portable Phonograph case, of sturdy It Builds Your Name Only at the durable plywood, in handsome brown same time more dignified means of ad- leatherette finish. Inside dimensions Here's the kind of timely record infor- vertising our store and the merchandise Han 16ÿ4" long, 14^ wide, 9%" high. mation music lovers tell us they want we sell." blank motor board. As illustrated - DES MOINES MUSIC HOUSE, $6.95 edited by leading experts in easy -to -read DES MOINES - above, specially priced at "The magazine is fine. Keep up form. It's the sure -fire way to build a the following and give that extra service good work." Also blank table cabinets of walnut your competitor cannot give. RECORD THE RECORD SHOP, DALLAS -"Our cus- veneer in She following sizes, with REVIEW comes to you complete, print- tomers have expressed their pleasure in speaker opening on left front aide: receiving the magazine to which we have (Note: '7 has center speaker grill.) ed with your own distinctive front cover design in color and your full page adver- traced additional sales." 1 - 84"Lx5 "Hx 4" D 1.95 tisement on the back cover. Nothing for -10/4"Lx6 "Hx 5" D 2.75 you to do but 3 -13"Lx7 "Hx 3.25 mail it! -10 4" L x 7" Hx S D 2.50 -17' Lx 9" H z 9 D .50 -21" Lx9t/4"Hx10 D 5.50 'Speaker Opening in center of front side. Cabinets available in Ivory color and Swedish Modern. Write for prices.

POWER TRANSFORMERS 4, 5, or 6 Tube -6.3V at 2 amp. 50 Mill Power Transformer.... $2.45 Be a "Publisher" 7 6 or 9Tu be- 63Vat3amp. $2.65 at a cost of a 70 M III Power Transformer.... few pennies -mail coupon TODAY! All types of radio cabinets and parts are available at Lake's Lower prices. A large stock is listed in our catalog. SERVICEMEN -RETAILERS Join our customer list today. RECORD REVIEW Catalo9l Frederick Kugel Co. New Illustrated Our Free, 600 Madison Avenue, New York 22, N. Y. Write for Dept. B Please keep open for me until I receive (Name of City) full details about the RECORD REVIEW: Lake Radio Sales Co. NAME 615 W. Randolph Street Chicago 6, III. ADDRESS

RADIO & Television RETAILING October, 1945 135

www.americanradiohistory.com Stress Service, Maytag Executive Tells Dealers In a statement addressed to the firms retailers, Verne R Martin, general sales manager, The Maytag Co., Newton, Iowa, declared: "During the balance of 1945, all deal- Quality ers should look upon the sale of new merchandise as PLUS MERCHANDISE, sound equipment and continue to aggressively solicit re- building jobs and service work. The user by of a good rebuilt Maytag, giving trouble - free service, isn't going to be `pushing the Newcomb reins' for a new washer, but will still be there waiting for you to sell her a new PRESENTING our newest washer a few years hence -remember, you 1 line of amplifiers... will still be in business two or twenty they offer you greater excel- years from now." lence in sound reproduction than has ever before been Ship First Meck available to the public address field. most advanced electronic achieve- Sets Designed and produced by an organi- ments. The John Meck Industries, Plymouth, zation devoted exclusively, for more Ind., has made the first shipment of than seven years, to the perfection of Send for thé catalog ... compare New- radios by air, fast mail and express to fine sound equipment, they embody comb with others...you'll find no other all its dealers. To speed deliveries, the practical all the benefits of today's amplifier has so many advantages. firm is shipping direct to each store. A kit which consists of a five tube AC- S O II N D O F DC superheterodyne table model set in a plastic cabinet that is expected to list for less than $zo, a ribbon display piece for the window, a package of advertising material with streamers, posters and folders, advertising mats, price tag and dealer order blank has been shipped to AUDIO PRODUCTS CO. each retailer. MANUFACTURERS DEPT. A 2815 S. HILL STREET, LOS ANGELES 7, CALIFORNIA News About the "Reps" James Millar, secretary of the Dixie- land chapter of the Representatives of Radio Parts Manufacturers, Inc., has announced that 5 new members have been acquired by that branch. They are: Here, Mr. Radio Service William Chaddock Cartwright, 1276 Peabody Ave., Memphis, 4, Tenn. ; C. Man Is a Natural for You W. Chapman, 314 Luckie St., N.W., At- lanta, Ga., Frank C. Fassett, P. O. Box '335, Tampa 1, Florida.; J. T. Fulwiler, 314 Luckie St., N.W., Atlanta, Ga., Rolfe H. Van Dusen, 94o Lake Elbert Drive, Winter Haven, Fla. Descriptive Other reports from the "Reps" state that Frank W. Taylor's office has been Literature moved to his new address at 135 Orvilton Sent on Drive, DeWitt, New York and H. A. Request Roes & Co. is now located at its new SPEED quarters in Room 518, City Bank Build- ing, r8o5 Grand Ave., Kansas City 8, Mo. IRON Remember This Emblem PATENTS PENDING THE SUCCESSOR TO THE ELECTRIC SOLDERING IRON 115 Volt, 60 Cycle. 100 Watt IT'S REALLY FAST! Soldering Heat in 5 Seconds After Pressing the Trigger! You don't wait for the SPEED IRON to heat. It waits on your bench, cold, for you. When you pick it up and press the trigger it goes to work with a surge cf power and speed that is amazing. SPEED IRONS have been tested and used in hundreds of war plant applications over a four -year period and are now available to radio repairmen. If Your Radio Parts Distributor Does Not Yet Have Speed Irons in Stock Write The WELLER MANUFACTURING lapel button illustrated is the Honorable CO., DEPT. R, EASTON, PA. Service Emblem awarded to veterans of the present war, holding honorable discharges. 136 RADIO L Television RETAILING October, 1945

www.americanradiohistory.com Joins New England Jobber

In the selection of any musical instrument, tone is of vital importance. Cinaudagraph Speaker Engineers have kept pace with every tone advancement - pio- neered many new developments. Ralph S. Cron, has been named vice- president and general manager of the Youngstown That's why you'll want tomorrow's, Equipment Co., Boston, Mass., it has been better than ever, Cinaudagraph announced by Samuel Dane, president. Speakers in every fine receiver -every quality sound unit. RecorDisc Polls Value of Home Recording to Dealer The results of a survey of the home 1'VlAc recording field have been disclosed by 9_: the RecorDisc Corp., New York. Sid- ney S. Gould, president, states: "It is our opinion that home recording can easily Cinaudagraph Speakers. Inc. become a vital and integral part of the 3911 S. Michigan e- . Chicago radio business through a volume of mil- Export Div., 13 E. 40th St, lev. York 16. N. Y. lions of dollars per year. This will be achieved, however, only if certain things are done to stimulate the sale of recording equipment. (s) "The present quality of home recording discs should be improved. (z) "The price of the discs should be reduced to about one -third of present levels in order to make home recording BAFFLED? an inexpensive pastime and hobby." Gets Retail Stores Post DON'T BE .... The appointment of C. H. Courtleigh as comptroller of Associated Stores in Florida is announced by Herbert A. Bren- nan, vice -president and general manager. FAIRFIELD WE are already in Mr. Courtleigh was formerly with Philco Distributors, Inc., a branch of Philco Radio & Television Corp. of Phil- production on RADIO adelphia. Majestic's New Plant SPEAKER BAFFLES Majestic Radio & Television Corp. will soon occupy its third plant, E. A. Tracey, COMPLETE WITH president of the firm, has announced. The new factory will be built on land recently acquired by Majestic just north of the MOUNTING SCREWS Elgin (Ill.) city limits. supplying leading radio manufacturers with Western Rep's New Office We are now speaker baffles and are prepared to fill orders of any quantity Norman B. Neely Enterprises, western factory representatives for Hewlett -Pack- or specification. Mail your blueprints today for Quotations. ard Co., Kaar Engineering Co., Presto Recording Corp., Radio Engineering Lab- oratories, Inc., Sensitive Research Instru- ment Co., and the Webster Electric Co,, The Fairfield Lumber Co. has moved into modern and larger 1700 POST ROAD FAIRFIELD, CONN. quarters, according to Norman B. Neely, owner. The new building is located at /Wanjfacturers of Wood Products 7422 Melrose Ave., Hollywood, Calif.. RADIO & Television RETAILING October, 1945 137

www.americanradiohistory.com Motorola in Action

We're Doing Strong!

For reliable, positive operation you'll want the time proved The Galvin Mfg. Corp.'s SCR -610 vehicular 2- way radio, shown here, is a veteran cf many campaigns. One such set kept operating though ALLIANCE 'Tv-en-Speed" PHONO- MOTORS hit by enemy shells and rifle bullets. Just check these well known advantages! Sylvania "Light Center" Uniform Table Speed - Cool, Smooth Running Introducing modern fluorescent lighting styled for Shock Protection especially the home, Syl- - Quick Starting vania Electric Products Inc. opened its Compact Design - Long Life! new Sylvania Lighting Center in New York recently. Affiance engineering "know-how" is always ahead! Facilities for high speed uniform The Lighting Center provides the com- production are unsurpassed! So plan now to drive your turntables, recorders and pany with a laboratory for experimenting combination record changers with ALLIANCE "Even- Speed" PHONO- MOTORS. with new residential lighting ideas. ALLIANCE MANUFACTURING COMPANY NEWA Sales Training Plan ALLIANCE, OHIO Managing director Chas. G. Pyle announces that the National Electrical Wholesalers Assn. is coordinating its efforts with the Edison Electric Institute (the trade association of the utility companies), in completing a basic sales training program to he made available to all of its members. Recent NEWA meetings have disclosed a need for sales training material for electrical wholesalers' and appliance distributors' sales organizations. N. J. Jobber Adds Lines Announcement is made of the appointment of Krich -Radisco, Inc., of Newark, N. J., as distributor of the complete line of Seth Thomas electric clocks and Knapp- Monarch table appliances in the northern New Jersey territory. Dealers Franchised at D. W. May Corp. Meetings The D. W. May Corp., New York, distributor in this area, recently held a series of franchising meetings. E. H. McCarthy, sales manager of Farnsworth Television and Radio Corp., Manufacturers of presented the complete line of the firm's receivers. R. L. Van Hyning, eastern RADIO, ELECTRICAL AND sales mgr., The Coolerator Co., presented the complete line of ice and electric ELECTRONIC COMPONENTS refrigerators and home freezers. Albert E. Kramer, vice -president of Health -Mor, Inc., introduced the Filter -Queen cleaner. D. W. May presided throughout ELECTRONIC PRODUCTS MFG. CORP. the meeting. The firm has issued a to- point code of ethical business practices DEXTER, MICHIGAN which it will follow in the future. In- cluded are the company's intentions to sell all its products under state fair trade laws. 138 RADIO ti Television RETAILING October, 1945 www.americanradiohistory.com HEAVY DUTY RUM'S Relays No. 130 are available for radio, electronic and industrial applications. Heavy duty contacts. One to four poles with wide riety va- of contact arrangements. Molded phenolic bases. New catalog gives complete data. Write for your copy now.

WARD LEONARD ELECTRIC CO. Radio and Electronic Distributor Division 35 WEST JACKSON BLVD., CHICAGO, ILL.

RESISTOR 1WARD LEONARD RHEOSTAT

ACCEPTED MEASURE OF QUALITY E .

Industry is plenty busy these days, reconverting, planning expansions ... and RAULAND AMPLICALL Paging and Two -Way Communications Systems are playing an increasingly bigger part in these moves. Industry knows and prefers AMPLICALL's engineered quality, multiple features, flexibility of design, and low operation cost. RAULAND's program of nationwide advertising, too is keeping AMPLICALL's many advantages continuously before business executives everywhere - helping RAULAND distributors develop the finest contacts for present and future business.

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THE RAULAND CORPORATION CHICAGO 41, ILLINOIS

RADIO & Television RETAILING October, 1945 139 www.americanradiohistory.com Roden' Named V.P. of To National Union Post Bendix Appoints Dalton International Detrola National Union Radio Corp. announces The appointment of Jack T. Dalton as the manager of distribution is announced by George A. Bodem been appointment of Gail Halliday as dis- has elected a Leonard C. Truesdell, general sales man- vice -president of International Detrola trict manager for the states of New Mex- ico, Colorado, ager for radio and television of Bendbr Corp. and has been placed in executive Utah, Wyoming, Montana and Aviation Corp.'s radio division. Mr. charge of sales of Detrola radio division, southern Idaho, including Boise, Pocatello Dalton will move from his New York president C. Russell Feldmann announced. and Twin Falls. Mr. Halliday headquarters to Baltimore. Mr. Bodem has come to International is located at 1526 Ivy Street, Detrola from the Tung -Sol Lamp Works, Denver, Colo. Inc., Newark, N. J., by which company Stromberg Western Rep he was employed 25 years, resigning the Zimmerman With Monitor E. S. (Brownie) Germain, manager of position of general sales manager to ac- Paul B. Zimmerman has been ap- the Pacific Coast radio division for the cept his new post. In widening Tung - pointed executive vice -president of the Stromberg- Carlson Co., announces that Sol's operations, particularly in the radio Monitor Equipment Co., and vice- presi- William C. Miles of San Mateo, Calif., tube field, Bodem traveled extensively in dent of the management company, T. K. has been appointed a radio sales repre- this country and Europe and became well Quinn, Inc., New York. Mr. Zimmerman sentative in the company's San Francisco acquainted with the radio industry and was previously associated with Chrysler branch office. its distribution problems. as manager of its Airtemp division. Eureka Dealer Policies National distribution of products of Eureka Vacuum Cleaner Co. will be built on a "tailored market coverage" policy designed to assure dealers a maximum sales PROMPT DELIVERIES potential, George T. Stevens, vice- presi- dent of the company and manager of its NOW, Eureka division announced. ON "Selection of a dealer will be based on two factors, geographic location and types of customers served by the individual out- ILE S let," Stevens explained. /MICH New RCA Radios Victrola 55U (shown at top). Contains ItAolps 5 dual -purpose tubes that give 7 -tube performance. Magic loop antenna and dynamic type speaker are used. Dial is straight line. Automatic record changer plays up to x2 records. Permanent A COMPLETE LINE OF PROVEN point pickup is present. List price QUALITY MINIATURE approxi- LAMPS THE mately $79.95. FOR RADIO. ELECTRONICS. MOST INDICATOR SERVICE. COMPLETE COIN OPERATED LINE DEVICES ae FLASHLIGHTS ETC. RADIO or Wherever Low Voltage Lamps are Used PARTS JOBBER

AAA1FICIHI ILIES%

AA A\ IK IE ilDiD ID Victrola 59V1 has an automatic "roll- out" record IL changer that accommodates AM IP 12 twelve so in. or ten in. records. 9 -tube, 3 -band radio provides domestic and foreign reception. Automatic electric tuning. List price approx. $2oo. RCA Victor Div., MATCHLESS ELECTRIC CO. Radio Corp. of America, Camden, N. J. ESTABLISHED 1912 -RADIO & Television RETAILING. (Received after regular pages of "First 564 WEST RANDOLPH STREET CHICAGO 6, ILL. Radio Merchandise" pp. 52, 53 had gone to press.) ton RADIO is Television RETAILING October, 1945

www.americanradiohistory.com Plan Farnsworth Meetings; Nevada, and Arizona. L. A. Robinson Youngstown Equipment Co. will operate in Oregon, Washington, and Appoints Guy G. Smith List Production Schedule Idaho. Mr. Robinson's four sons will re- from war Preparations have been completed for a join him upon their discharge Guy G. Smith has assumed duties as Youngstown series of coast -to -coast meetings of dis- service. promotional director of the Mass., it has been tributors and dealers of the Farnsworth Equipment Co., Boston, Television and Radio Corp. and officials GE Shipping Cleaners announced by Samuel Dane, vice- president. of the firm's sales organization, it is an- Five thousand vacuum cleaners, the The firm is among the newer New Eng- nounced by E. H. McCarthy, sales first new General Electric machines since land major appliance jobbers that will manager. May, 1942, are being sent to distributors distribute a full line of major electrical Mr. McCarthy explained the purpose across the country, A. L. Atkinson, man- appliances. Lines for which dealers are of the meetings was to introduce to the ager of the company's electric vacuum now being franchised include Youngstown company's dealer and distributor organi- cleaner division, has announced. kitchens, Bendix radio, Launderall auto- zation actual models of Farnsworth's post- The cleaners, which went into produc- matic washer, York -Heat oil burners, war line and to more fully acquaint the tion immediately following the Japs' sur- Marion electric ranges, Crown gas ranges, sales personnel with general sales and render, will be turned out in increasing Ben -Hur home freezers, Sunbeam small distribution policies. volume as the materials supply improves, appliances and others. The firm occupies Mr. McCarthy stated that Farnsworth Mr. Atkinson asserted. By December 1 its own 7 -story building with railroad will be in production on table models and they will be in full production. siding, at i i i Berkeley St. other small sets early in October and that major console and phonograph - radio models will appear during November. FM and television sets, he said, should WHY THE FUELTURE LOOKS BRIGHT be ready for the market by the first of next year. ...for Estate Heatrola Dealers Webster- Chicago Reps The following manufacturers repre- \ see a new electric range des sentatives appointments have been an- in nounced by W. S. Hartford, sales man- your future ager, Webster -Chicago Corp.: Philadelphia - Pittsburgh - Washing - ton: S. K. MacDonald, Liberty Trust Building, Broad and Arch Sts., Phila- delphia 7, Pa.; St. Louis: Lee Maynard, 139 North Central, Clayton 5, Mo.; Tex- as: G. G. Willison, Consulting Techni- cian, West Building, Houston, Tex.; Pa- cific Northwest: Verner O. Jensen, 2616 Second Ave., Seattle 1, Wash.; S. S. Egert, 27 Park Place continues to handle representation in the metropolitan New York area. Other representative appointments are under consideration and will he shortly announced. You can see a new oil heater yes,definitely, you're planning

in my future ! Thats fine on buying a new coal heater Admiral Shifts Offices Admiral Corp. has consolidated its main offices in its principal plant at 3800 W. Cortland St., Chicago. Space previously occupied at 444 Lake Shore Drive will be taken over in its entirety by Ap- pliance Distributors, Inc., the company owned distributor of its products in this area. Watch OPA Pricing In a circular sent to dealers, Tom Joyce, general manager of Raymond Rosen & Co., Philadelphia, Pa., suggests that radio- appliance OPA. Don't lose sales because of fuelish arguments retailers watch I don't need any crystal LINE UP WITH THE "FUEL- PROOF" LINE pricing policies closely. The letter states ball to know they're that squeezing the dealer's margin means all sales for me. fewer jobs and lower pay scales. Why try to predict what they want? I have it ESTATE -with the "Fuel- Proof" Conlon Sales Appointees Line. -,rte Three veterans in the home laundry RANGES & HEATERS equipment sales 1,,.'d will cover the RANGES FOR Pacific CITY GAS, LP -GAS, ELECTRICITY Coast area for the Conlon Corp., SPACE HEATERS FOR COAL, WOOD, OIL Chicago, according to announcement by I. N. Merritt, vice- president and general manager. *Estate Heatrola is the ONE line of cooking and heating appliances for ALL FUELS ... nlF sold George H. Williams and Arthur C. under one famous, nationally- advertised trade name. (Wont the name of your Estate Heatrola Maryon will team up to cover California, distributor? Write or wire.) THE ESTATE STOVE CO., HAMILTON, OHIO House foundr.d 1842

RADIO & Television RETAILING October, 1945 1411

www.americanradiohistory.com Immediate Delivery

Money Back Guarantee on this all- purpose Zvi íl:ß. Multitester Handles AC and DC Volt- meter, DC Milliammeter, space for our High and Low range Ohm - eter. Size 51ix8x314. 3" meter with sturdy D'Arons- val movement. Write for priority information. announcement EVERYTHING IN TEST EQUIPMENT It e have it or can get it. Preferred delivery, quick service on all makes, all types. Hundreds of new items on order. Buy from Leo, W9GFQ. of an See Leo for WRL Radio Kifs priority required important

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Phono Amplifier Kits Code Oscillator Kits Complete with tubes, Complete with tube. instructions $9.50 Size No. 1O;í9.... 6666-200 $ 4.95 * DUAL TRANSF. ! FIL. ßi,166,287 Place Your Order NOW Leo is making delivery Fully Shielded NOW on 110 V. Tap- ADAPTOL COMPANY ped Primary. JUICE KING HA LLICRAFT ERS secondary, 5 260 Utica Ave., For preferred delivery, easy volt 3 Brooklyn 13, N. Y. terms, and liberal trade -in amp. and 6.3 V.C.T. SALES allowance, write n 4 amp. $2.25 MESSAGES Leo, W9GF0 No. q -551.. L EXCLUSIVE IN LEADING CONSUMER AT LEO'S! 44 Page MAGAZINES Parts Flyer... FREE KI Tof 60 Packed with hard -to-get items. Immediate delivery During September and October the im- to radio repairmen. Usual CONDENSERS priorities. Experimenters posing total of over nine million sales write Leo, MGM, on how messages to get radio repair parts. will tell housewives all over Tube and Circuit MACCORY the country of JUICE KING quality Reference Book 10c and superiority. andy Tube -Base SPRAGUE alculator 25c \Watch for this national Giant Radio Reference advertising Map, Size 31x41 ft 15c AEROI'OX In Ladies Home Journal and Good TODAY Housekeeping- MAIL September . . . Better Wholesale Radio Laboratories Homes & Gardens 744 West Broadway RT -10 -October . . . and Council Bluffs, Iowa plan now to feature the popular, fast - Please rush Multitester No. 300, $.18.75 is en- moving closed, or Enclosed is $ , Balance C.O.D. JUICE KING line. p Here's 10c, Send "Tubes and Circuits" Book. J I want a Tube -Base calculator. 25c enclosed. REGULAR LIST VALUE, $14.75 Ship me radio map. 15c enclosed. your Fresh, guaranteed stock. 1111..-_ hard -to -get radio parts. Send me your free flyer of 600.volt condensera, .001. Du/t Puce, Name MFD. You also get a FREE NATIONAL DIE Neon Tester with each Kit. Address for checking AC or DC. 60 CASTING COMPANY to 500 volts. Don't miss this Town State ,well Olson Bargain! ='S0 CHICAGO 45, I am an amateur; experimenter; service man. ILL. MAI! 7W/S. QUICK SERVICE COUPON NEON TESTER Your order will receive my own TODAY personal attention. You'll get /Free catalogs, F R E E "same day" delivery service oft requestf WITH ORDERI from the heart of the nation . . . on anything in radio. de¢out Radio 73-C MILL STREET, AKRON, OHIO Please send me Kits of 60 Condensers at Juice $7.50 each. I enclose S.._.___.- ....., postage paid. Send C. O. D. I will pay postage. (Include one Neon Tester FREE with each KIL) NAME 'lin FINEST NOME JUICER ADDRESS

142 RADIO & Television RETAILING October, 1945

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* Design proven by over 5 years production of thousands of this model. *Operation as simple as ABC. Multi- section) push- button switches do all work. Simply "follow the arrows" for tube checking. No roaming test leads for the multimeter. * Open face wide scale 41 -inch rugged "THE HOUSE meter built especially for this tester - OF RESISTORS" -50B microampere sensitivity. * Each AC and DC range individually Standard 10 and 20 watt * GREENOHMS -those green -colored ce- calibrated. fixed resistors. 1- 50,000 ment- coated Clarostat power resistors -def- *Professional and 1- 100,000 ohms, re- appearance. Solid golden spectively. initely "stay put". You can positively bank oak carrying case. on their resistance value. Proof? The fact that * Gua-anteed Rectifier. Standard adjustable re- they are now sistors. 25 to 200 watts. found in the finest assemblies SPECIFICAT 1- 100,000 ohms. Brackets -quality instruments, radio transmitters, IONS furnished. Additional electronic equipment. right OC MICROAMPERES: 0 -500 The resistance is DC MILLIAMPERES: 0- 2.5.10.50 -250 sliders available. to start with. And it stays right, even after DC AMPERES: 0.1.10 DC VOLTS -1000 OHMS PER VOLT: Greenohms feature the years of use and abuse. 0.5.15100. 250 -SOO -1000 -2500 AC VO_T5: 0 -5- 10.50 -250 -1000 exclusive Clarostat cold - OUTPUT VOLTS: 0.510 -50- 250.1000 setting inorganic cement Recently we had occasion to check a batch OHMMETER: 0- 200 -2000.20.000 OHMS 0.220 MECOHMS coating. Won't flake, of Greenohms that had been lying around in BATTERY TEST: Check Dry Portable "A" and peel, crack, even under 'B" Batteries Under Load a warehouse for years-part of one of our CONDENSER CHECK: Electrolytics checked on serious overload. English Reading Stale at Rated voltages of radio show displays. Each and every Green - 25 -BO. 100200- 250- 300.450 volts. TUBE TESTER: Emission type with noise test Greenohms can take an ohm checked "right on the nose ". And they floating filaments. easy chart operation. awful beating. Checks all receiving type tubes. Handle make out even better in use and under real POWER SUPPLY: 115 volts 60 cycle. Special heavy overloads without voltage and frequency upon request. flinching. abuse. Just try GREENOHMS! Also available in See . . . Y O U N E E D T H I S widest * Our Jobber BOOK. "The Cathode R a y Oscilloscope," range of windings, ter- by Raymond Soward. fully explains basic minals, mountings, taps, Order your Greenohms from him. Ask for the latest operating principles Clarostat Catalog of the Oscilloscope. etc., on special order. which tells you what to use for New, 25 pages. writ- profitable servicing and maintenance. ten in the Service Or write us man's language. Send direct. 25c. to cover printing and handling costs. with coupon below. a t111111111ff= MIME ;.ttplt }.1t}. 1N.sTuVmENT.S Greenwood. Miss I I ie close herewith 2 Please send i I 'new 25 -page booklet. "The Cathode R ON(' lilt,t I I scope." by Raymond Soward. ' Name 1 Address , ICity and State I CLAROSTAT MFG. CO., Inc. 285 -1 N. 6th St., Brooklyn, N.Y.

R.DIO Cr Television RETAILING October, 1945 143 www.americanradiohistory.com DE LUXE HI- FIDELITY Combination record -changer recorder AMPLIFIER Model GI -RCI30 Outstanding Engineering Design...for Professional Use For Faithful Reproduction of Recorded Music, FM and Television 25 watts output on all frequencies from 30 to 15,000 C.P.S. at less than 5% R.M.S. You'll like our postwar line. of harmonic content. Exclusive Masco bass and treble equalizer circuit. Smooth Power motors, recorders Designed also as a recording amplifier ... matching to low or high impedance cutting head. and combination record - Overall circuit stabilized through negative feedback. SPECIFICATIONS changer recorders. They are Power Output: 25 watts Tubes: 2- 615GT /G, 1 -7N7, 2- 8L6GA, Gain: 77 db (1000 c.p.s.) Bass and 1-5U4G - treble equalizer at NORMAL Output: Voice coil: 4 and 8 ohms. Line: right up in front with high Controls: Three -Volume- Bass -Treble 250 and 500 ohms. Separate on -off AC switch Frequency Response: ±.lt/z db, 30 to Input: One -high impedance (low im- 15,000 c.p.s. at 25 Watts output quality, velvety smooth opera- pedance optional) Hum Level: 60 db below 25 watts output '15MA -20 -HF RESPONSE CURVE AT 25 WATT LEVEL Power Consumptions 120 watts Dimensions: 14 in. x 8 in. x 8 in. tion, perfect fidelity in record- +10 iiiiiit\II1III1111111Mti111111 MA -20HF amplifier with cov- t.s 11111111101111111 er, tubes _..._ .. list 1 17.5 0 R11111IRìoR..TIRp!!kRIMR:"M MA -201-IF amplifier same as ing or reproduction. above but with low impe- G 5 R1111IMP!Csiiiillllll\ dance input of 250 or 500 e Ohms (state preference) list They have the same fine de- io RIIIIIIM101111111111MR101 2 `J 10.!l:iiilIIIIiIM1111111 8 Write for Catalog 45 -D sign and built -in qualities that FREOUENCY IN CYCLES deliver complete satisfaction, fflRK Simpson ITfflflUfflCTURIflG CO. as always. There is no skimp- MANUFACTURERS OF art &Wad Sydleomi cad Alccedialtisi ing of details to give us fast 186 -194 WEST FOURTH STREET :: NEW YORK 14, N. Y. production. You'll have a front Telephone CHha 2-71123.4 seat in the postwar markets with General Industries phono- e graph mechanisms.

Nq °'° THE GENERAL INDUSTRIES CO. Dept. M Elyria, Ohio . l p ; I S T D! OF n e S tóa better beacon E N E R A L yyour radios NDUSTRIES i nbe COMPANY G/1 cSinovl/`z \./ owezL

144 RADIO Cr Television RETAILING October, 1945

www.americanradiohistory.com New Radio Manufacturer Hotpoint Ranges to Sell McElroy Division Jobbing to Make Midget Sets at or Near 1942 Prices Hallicrafters Line Theodore R. (Ted) McElroy, president The American Communications Corp., Edison General Electric (Hotpoint) Ap- Co. officials state that its electric of the McElroy Mfg. Co., 82 Brookline 306 Broadway, New York, N. Y., makers pliance sell at or near 5942 prices. Ave., Boston, Mass., has established a of electronic equipment, has entered the ranges will was made as the distributor division to handle the Halli- radio receiver manufacturing field, it is The announcement rolled from the production crafters line of radio communications announced by Eli M. Lurie, president. first models consists of three equipment, according to an announce- The firm will go into production this lines. Present production full pre -war bright finish ment made here by William J Halligan, month. Its receivers will bear the reg- models, carrying a model, and other refine- Hallicrafters president. istered symbol of the Statue of Liberty, trim on deluxe ments on a moderate cost and a lowest- in addition to its "American" trade mark. On Emerson Sales Force be made by the priced model. Midget radios only will Morris Rosenfeld, sales manager of the will be company at first. Distribution Emerson Radio and Phonograph Corp., and retailing through normal jobbing New Turner Microphones has announced the addition of Harry models are scheduled for channels. Two The Turner Co. Cedar Rapids, Iowa, Schwartz to the firm's sales force. initial production. manufacturers of electronic communica- Schwartz will handle the middle Atlantic tions equipment, is introducing a new line states territory with headquarters in Eureka Deliveries Start of microphones in color. Baltimore. Production of vacuum cleaners made by Eureka Vacuum Cleaner Co. has started, according to H. W. Burritt, president. "We are prepared to step up produc- don as rapidly as the necessary materials MEMO To my Dealvi 5tiesrde: become available," Burritt said, "and z`!e we expect to reach our pre -war rate of zeb NfWfD/T/ON o production peak by the end of this year." mir iguot~ ,O°,ar-eote,ZtOeiae. He said initial deliveries will begin this fall. PowItt,óee aitoot dk;:eazáa / Meck Continuing Surveys yotar- RRffGóynour./ John S. Meek, president of the John /%mvit Sioo,sa/%aw Meck Industries, Plymouth, Ind., announces that as part of the firm's efforts to be helpful to its distributors, it will check total national radio sales through professional research organizations and make the results of that information available to jobbers and retailers. Sees Job Opportunities in Frozen Food Industry Saves time More than 500,000 individuals should and trouble! find jobs within the next year or so in You quickly the rapidly growing frozen food industry, find the correct according to John M. Bess, president of Refrigeration Corp. of America, manu- Burgess Battery facturers of Frigid- Freeze home lockers. for every radio re- In explaining the basis for his employ- placement need. ment estimate, Mr. Bess indicated that thousands of new workers would be Lists 1000 Port- needed in every part of the country by able and Farm very branch of the industry. Radios. Ask your Burgess distribu- To Tung -Sol Position tor for yourcopy or Tung -Sol Lamp Works of Newark, send coupon today! N. J., has appointed Hugh J. Casey to the position of export manager.

Masco Patent Agreement - - Mark Simpson Mfg. Co., makers of Masco sound equipment and accessories, BURGESS BATTERIES have completed license negotiations with the Western Electric Co. for the manufacture of amplifiers, sound systems and HOMER G. SNOOPSHAW, Dept. 5, Burgess Battery Company, Freeport, Illinois. under intercommunication equipment Please send me a copy of your Replacement Guide for Portable and Farm Radios. Western Electric patents. Elected by Chicago Firm NAME

Lt. Comdr. Lincoln Maytham, former ADDRESS advertising executive, has been elected vice -president of the Wire Recorder De- velopment Corp., Chicago, Ill., Lucius A. CITY STATE Crowell, president of the firm, announces. RADIO & Television RETAILING October, 1945 145

www.americanradiohistory.com "Hams" Back on Air begin a coast to coast trip, visiting dealers who The FCC has ruled that approximately have expressed a desire to obtain the ECA radio 6o,000 amateur radio operators who were dealer franchise. 20 Years Ago compelled to leave the air at the outset of the war may now Changes in Hoffman Staff operate. Until No- From the October, 1925, Issue vember 15 of this year, "hams" may uti- of Radio Retailing lize the rrz to rr5.5 me band. Other Changes in the sales organization of the Hoffman Radio channels will be available to amateurs Corp., have been an- BROADCASTING nounced by H. Leslie Hoffman, president. OF NEWS when conditions permit. MAY PROVE RADIO'S R. J. McNeely, sales manager, will fill "WHITE ECA Appoints Tom Ward the newly created post of general sales HOPE" -This editorial calls for manager; D. D. Spence becomes assistant "brief, last minute news reports Electronic Corp. of America has an- sales manager; Earl Noyes, company em- 'on tap' at definite periods nounced the appointment of Thomas W. ployment director, will transfer to sales throughout the day, including the Ward as assistant sales manager for the to supervise the Los Angeles sales terri- time when the head of the home nationwide introduction of the company's tory, the San Bernardino county, and the is at his breakfast table...." line of home radios and musical novelties. coast from Paso Robles south to San According to Jack Geartner, in charge Juan Capistrano. Harlan Bassett and SERVICE IS SOLID FOUNDATION of all ECA sales, Mr. Ward will shortly E. H. Knox have transferred to sales. FOR FUTURE SALES -Headline.

EVERY FARMER NEEDS A RADIO SET -Make an Effort to Sell to Farmers. There is still room for aggressive salesmanship in reach- ing the farm market.

GAVE AWAY DOLLAR BILLS FOR FIFTY CENTS -In an effort to build confidence in his store, a California dealer offered dollar bills for 50 cents. Only one out of 500 accepted the offer. MOVING WINDOW DISPLAYS - Action Makes Passers-by Stop, Look and Listen. INTEREST WOMEN IN RADIO - Radio Retailing Starts a Cam- paign.

TRADE, NOT LABORATORY, MUST OF NECESSITY CENSOR NEW PRODUCTS -Readers are encouraged to criticize new merchandise advertised, as a publication cannot set itself up as a jury to decide when is, or what is not, truth in advertising in terms ALL LENGTHS -ALL STYLES of new devices. PLEASURE AND POLICE TYPES Made from RADIART Quality materials throughout, these Aerials will meet every Xmas Deals expectation for ease of installation - dur- (Continued front page 5r) able construction - perfect insulation and free, and includes holiday window rustproof finish. display, streamers with photos of al- -fs bums, and individual gift wrap- They are worthy of the name RADIART around strips for customers' use. and are another example of why RADIART Capitol's surprise for the dealer's AERIALS HAVE ALWAYS BEEN THE Xmas stocking is something NEW in Get a copy of the new RA- STANDARD OF COMPARISON. children's records, to be announced. DIART AERIAL CATALOG Cosmopolitan Records, Inc., with from your Distributor - If so, headquarters at 745 Ave., New available now. you have not already done send your 5th order to your Distributor for a stock of these York, is a new company, and it promises for Xmas new, glamorous RADIART AERIALS now. deliveries to the dealers sales. Featuring artists of national radio network fame, they have re- Manufactured by the makers of RADIART Exact Duplicate Vibrators. corded Joan Edwards, Jerry Wayne, Gertrude Niesen, Barry Wood, Radiart Corporation among others. Cosmopolitan Records 3571 W. 62nd STREET CLEVELAND 2, OHIO is already shipping to distributors. Eipore Divi,inn Canadian Office 25 Warren Si.. New York 7, N.Y. 455 Craig Si.. W., Moorreal Goad For the record, you should have a Merry Christmas, Mr. Dealer! 146 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com MANUFACTURING CO. 22nd & ONTARIO STS., PHILA. 40

NUFACTURERS START TO FINISH

AUTOMOBILES Circulation25,000 this issue With this initial increase in paper availability we are able to accommodate many new subscribers who have been on our waiting list. There is no ceiling on the circulation of

RADIO E%/iaúá,x RETAILING CALDWELL -CLEMENTS, INC. 480 Lexington Avenue New York 17, N. Y. Cleveland 14 Chicago 6 Los Angeles 14 San Francisco 4

ateatda o Q e a a maot °sYts FREE TO YOU stméataSjO¿s mate bavea tsoO ñ COLOR CODE AND o¿ m tope;cat,etracbee ál penpt ar:a OHMS LAW CALCULATOR `epYasoapóts kit éñ a Oar' 0ó, o A great convenience Easy to CO 00A/ e° oo work. Solves many problems. took \1,1 0`SJ Attach coupon to your letterhead 9ábotlò Free to radio men, engineers, etc. e 6d Q EócPo aò Óábá°° e ao ö BURSTEIN -APPLEBEE COMPANY AS 1012 McGee, Kansas 6, Mo Oo City 1t Send me FREE Color Code and Ohms Law Calculator 1,3 Nt P`P BURSTEI N- along with latest catalog APPLEBEE lam COMPANY STATE CONNECTION 1012 McGee St. NAME Kansas City 6. Mo. ADDRESS

Mail Coupon Now I TOWN STATE

RADIO U Television RETAILING October, 1945 147

www.americanradiohistory.com Webster Electric Pickups Appliances (Continued from page 96) to buy. Two- thirds of a sale is closed when the prospective purchaser are Precision -Built for shows interest in an appliance. By careful customer handling, the salesman supplies the other one -third to close the deal," Murphy concluded. Flawless Tone After a radio or electrical appliance is sold, the store follows up each sale with service. "Customers expect Rejfoduction good service on merchandise they buy," Dealer Murphy declared. "As an independent retailer, I could not sell many appliances if I did not keep our customers' appliances in working condition." The firm depends on three conditions to keep its profits high : I. Keeping costs of selling down. 2. Selling good merchandise at fair prices. 3. Backing up sales with service. Customers "Charge It" A high percentage of the goods and services sold at this establishment is transacted on a charge account basis. Approximately 8o per cent of the store's customers tell the dealer to "charge it." The large amount of open account sales is explained by the There is a large and profitable market in every community right volume of business which the store does in electrical contract work. for now the replacement of pickups in radio -phonograph com- When an appliance is sold to a binations. Thousands of owners of high- grade, expensive instru- charge customer, the sale is entered on a card by the salesman. This ments are discouraged by the unsatisfactory reproduction of amount is then transferred to the their choice records ... a defect quickly remedied when a new firm's day book. Customers are billed and payment is requested in 6o days Webster Electric Pickup is installed. from the date of sale. "We find that if an item is prop- Webster Electric Pickups ... delicate, sensitive, responsive to erly sold, we experience no difficulty every tone shading over the entire vocal and orchestral in collecting our bills," Murphy de- range clared. ... are unsurpassed in quality and performance. They actually First deliveries of new radios and make many radio -phonograph combinations play records better appliances are now arriving at the dealer's store. To distribute these than when the instruments were new! new goods fairly, this retailer is now making use of his customer priority By supplying Webster Electric Pickups and Cartridges to your list. trade, you build good will and substantially increase your profits. Premiums for Kiddies They are available in models to fit most standard makes. Our A standard practice of the store is the distributing of free premiums to RC Service Chart -147 will help you select the right Webster customers' children. This policy is Electric Pickup for replacement use. Send for it today. followed throughout the year. The free premium method is not advertised. Gifts such as pencils, rulers, etc., are given with discrimination. Let's All Back the Attack (Licensed under parents of the Brush "It is surprising how these inex- Buy Extra War Bonds Development Company) pensive premiums have helped us," Murphy stated. "The psychology behind free premiums is simple. The same effect is achieved when a baker W E B S T E gives a cookie to a child. Children R ELECTRIC are pleased with free premiums, Racine, Wisconsin. U.S.A. Established 1909 Export Dept.: 13 E. 40th Street, New York (16), N.Y.: Cable Address "ARIAS" New York City and -what is more important "Where Quality is a Responsibility and -a hit is Fair Dealing an Obligation" made with their parents." 148 RADIO & Television RETAILING October, 1945

www.americanradiohistory.com INDEX To Advertisers

October, 1945

Page Page

Adaptol Co. 142 Meissner Mfg. Co. 121 Aerovox Corp. 10 Merit Coil & Transformer Corp. 4 Alliance Mfg. Co. 138 Muter Co. 139 American Phenolic Corp. 80 Ansley Radio Corp. 64 National Die Casting Co. 142 -Astatic Corp. 130 National Union Radio Corp. 23 Automatic Radio Mfg. Co., Inc. 9 National War Fund 18 Newcomb Audio Products Co. ... 136 ....127 Bell Sound Systems, Inc. Noblitt Sparks Industries, Inc. 87 Bendix Radio Div. of Bendix Aviation Corp... 31 Burgess Battery Co...... 145 Olson Radio Warehouse 142 147 Burstein -Applebee Co. Onan & Sons, D. W. 126 Caldwell -Clements, Inc. 102, 132, 147 Centralab 30 Permo, Inc. 126 i Chicago Tribune 8 Philco Corp. 15 Cinaudagraph Speakers, 'Inc. 137 Pilot Radio Corp...... 144 Clarostat Mfg. Co. 143 Presto Recording Corp. 26 Columbia Wire & Supply Co. 126 Quam -Nichols Co. 149 Commercial Credit Co. 108 Cornish Wire Co., Inc. 134 Radiart Corp. 131, 146 Crosley Corp. 71 Radio Corp. of America: Delco Radio Div., General Motors 123 RCA Victor Division Detrola Radio Div., 'International Detrola Co. 69 75, 76, 77, 109, 114, 115 DuMont Laboratories, Inc., Allen B. 107 .RCA Engineering Products Division 78 Radio Supply & Engineering Co., Inc. 131 Eastern Amplifier Corp. 58 Rauland Corp. 139 Electro Products Laboratories 126 Ray -O -Vac Co. 91 Electronic Corp. of America 104 Raytheon Mfg. Co. 6 Electronic Laboratories, Inc. 111 Rider 'Publisher, Inc., John. F 129 Electronic Products Mfg. Corp. 138 Emerson Radio & Phonograph Corp. 1 Sandwick Associates, L. M. 16 Esquire 61 Seeburg Corp., J. P. Cover 3 Estate Stove Co. 141 Simpson Electric Co. 94, 95 Simpson Mfg. Co., Mark ..144 Fada Radio & Electric Co. 11 Snyder Mfg. Co. 147 Fairfield Lumber Co. 137 Sonora Radio & Television Corp. 105, 117 Farnsworth Television & Radio Corp. 32 Sound Equipment Corp. 133 Fawcett Publications, 'Inc. 93 Sparks -Withington Co. 60 Sprague Products Co. 24, 118 Galvin Mfg. Corp. 2 3, Cover 4 Standard Transformer Corp. 131 Garod Radio Corp. .. 20 StewartWarner Corp. ... 67 General Electric Co. 89, 113 Stromberg- Carlson Co. 34 General Industries Co. 144 Superior Instruments Co. 21 General Mills, Inc. 57 Supreme Instruments Corp. 143 Gibson Refrigerator Co. .124 Swain Nelson Co. 59 Graybar Electric Co. 150 Sylvania Electric Products, Inc. 90 a Hallicrafters Co. 81, 119 Teletone Radio Co. 29 Hamilton Radio Corp. 103 Templetone Radio Mfg. Corp. 19 Hammarlund Mfg. Co., Inc. 120 Today's Woman .. 63 Howard Radio Co. 25 Trilmont Products Co. 70 Home Recording Co. 133 Triplett Electrical Instrument Co. 98 Hytron Radio & Electronics Corp. 110 True Confessions 101 Tung -Sol Lamp Works, Inc. .. 14 International Resistance Co. 72 Turner Co. 17

Jackson Electrical Instrument Co. 125 Utah Radio Products Co. 99 Jensen Radio Mfg. Co. ... 116 Viewtone Co. 22 Ken -Rad, Div. General Electric Co. 7 Ward Leonard Electric Co. 139 Kugel Co., Frederick 135 Ward Products Corp. 147 Warren Telechron Lake Radio Sales Co. 135 Co. 28 Lear, Inc. 84 Warwick Mfg. Corp. 73 Waters Conley Co. 33 Maguire Industries, Inc., Thordarson Div. .... 85 Webster Electric Co. 148 Majestic Radio & Television Corp. 97 Weller 'Mfg. Co. 136 Mallory & Co., Inc., P. R. ...Cover 2, 65, 122 Weston Electrical Instrument Corp. 128 Marion Electrical instrument Co. 27 Wholesale Radio Laboratories 142 Matchless Electric Co. 140 Wilcox -Gay Corp. 12 Meck Industries, Inc., John 5 Wittie Mfg. & Sales Co. 13

CP. -#

fD While every precaution is taken to insure accuracy, we cannot guarantee against the possibility of an occasional change or omission in the preparation of this Index.

RADIO Cr Television RETAILING October, 1945 149

www.americanradiohistory.com "IT'S THE ONLY ONE EQUIPPED TO FILTER -OUT SINGING COMMERCIALS."

FOR LINES THAT WILL KEEP ON SELLING MAKE GRAYBAR YOUR RADIO SOURCE

Any new -model radio is going to sell fast - at DISTRIBUTION IS MERCHANDISE RADIO, RADIO- PHONO, first. But your best future lies in those radio AND TELEVISION SETS and appliance lines that will keep the cash 44« /itea register ringing after the initial rush -to -buy is over. r i That's why you'll be wise to choose the "via - MAJOR APPLIANCES Graybar" lines. For Graybar distributes only those radios and appliances which (1) are

products of responsible manufacturers, (2 )

have features of universal buy -appeal, ( 3 ) are Meet D. H. ( "Cap ") Capelli, our District Merchandising Manager backed by effective consumer advertising. at Los Angeles - one of the specialists throughout the nation who SMALL APPLIANCES Graybar's Merchandising Specialists can show are guiding Graybar dealers toward new sales records. you how to turn these features into new sales "Cap's" ten years with Graybar records. Electric Company in over - following wide experience as Graybar - sales manager of a radio- and -appli- him as a RO principal cities. Executive offices: Graybar ance concern - qualify merchandising expert par excel- Building, New York 17, lence. Membership in three electrical 457', clubs has added to his "inside" knowledge of electric products - rounding out his understanding of dïal --s' sales and service problems.

Merchandising Department

150 RADIO rr Television RETAILING October, 1945 www.americanradiohistory.com y11LL THIS IS WHAT WE4SELL!

1 ßS 016)It6 O SIMPLE ... DEPENDABLE .. . TROUBLE -FREE OPERATION ... three vitally important factors in the manufacture of a mechanical device! The post -war line of new Dependable SEEBURG RECORD CHANGERS has been designed with fewer moving parts. As rapidly as restrictions are lifted and materials become available, production on our SEEBURG RECORD CHANGERS \Will be started. The SEEBURG WIRE RECORDER is as new and recent as today's newspaper! This amazing electronic engineering achievement is an established and accepted recording medium. One simple control knob operates the SEEBURG WIRE RECORDER to reproduce or record speeches, plays, meetings, music, programs rers off the air, etc. There are no needles or discs used. inniifnintheir rker0''saee0ttiu'i for e toeuits were- eeburge there- Awarded to the J. F. Seeburg Corporation the for outstanding production of war mnle- date r a,d mpt in' rials in each of its tour plants. jZecrdn.l'ite h'Oteressed fore CORPORATION, CHICAGO f,`t`'er J. P. SIISUR ;u ---.------

www.americanradiohistory.com re fro p cepa 040p AYl should E R a radio dealer (p E L 1 V How

_ No matter how few or how many _ DON'T BE an "eager beaver ". radios you have on your floor ... be It will do you a lot more good to say, sure they are radios with names that "Sorry, you'll have to wait for the have national character and are nationally advertised radio you known to consumers! wanted" . . . than to deliver some nameless orphan whose "parents" will Chances are you won't have _ have run away when quality and per- enough radios to take care of even a formance are found lacking! small portion of the demand ... so be P. S. Thousands of dealers from coast to coast have ready with a sound, workable priority already indicated their preference for Motorola Radios because millions of Motorolas in homes and cars have system. Take orders and put your performed beautifully with minimum servicing during the war. There is sales power and profit in a favorably customers on a waiting list in which known name likeorotora they will have confidence. GALVIN MFG. CORP., CHICAGO 51

FOR HOME AND CAR

F -M & A -M HOME RADIO AUTO RADIO PHONOGRAPHS TELEVISION AIRCRAFT RADIO POLICE RADIO RADAR MILITARY RADIO

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