lilj!

i ii! M

Scanned from the collections of The Library of Congress

AUDIO-VISUAL CONSERVATION at The LIBRARY of' CONGRESS

Packard Campus

for Audio Visual Conservation

www.loc.gov/avconservation

Motion Picture and Television Reading Room www.loc.gov/rr/mopic

Recorded Sound Reference Center www.loc.gov/rr/record

»

▲

rv

JANUARY, 1940

1940 -NEW RADIO OPPORTUNITIES

w>

A thrilling decade has Just closed for radio. And an even more promising period is ahead as 1940 opens.

Discharging its duty to the public in providing news, music, education, drama and light entertainment in a mag- nificent "way, radio broke all records for sales in 1939. And now it stands to reap an even greater harvest, as listening in- creases and each person demands his in- dividual set.

Meanwhile interest in larger receiv- ers should grow, with marginal dollars more plentiful and the public's music ap- preciation constantly enlarging.

Demand for auto-radios and port- ables shows that more and more the pub- lic wants to be in touch with the magic

waves of broadcasting every possible hour of the day.

Television will find its rightful place in the months ahead. Frequency modu- lation will offer new delights in listening and new replacement opportunities. Phonograph combinations will carry rec- ord sales to new highs.

So 1940 should be a fortunate year for radio — and for all who are in radio. It will be a grand year, too, if every radio man will see that radio's business meth- ods measure up, in integrity, to the bright opportunities we face.

i

Editor

	AP Industrial Activity Index	V i
,..♦*	••• 1	2M
•	loovtr Wtr Deb Moratorium
T ♦-

' VICE !"

"BEST IOW-COST re

«Rv,ce rve «„„ HNlCAl

VE EVER USED;"

"ftefc.

.»»*.

.H^

tR Made,"

*s^

fc.

X.

Comments Like These Prove Its Value

Supplemental M YE

MONTHLY TECHNICAL SERVICE

The Supplemental MYE Technical Service is "going like a house on fire." Radio service engineers, eager to keep abreast of current developments, tell us that every issue helps them solve problems not covered by any other ser- vice regardless of cost.

The first 4 issues, already published, contain: (1) Combined Tube Characteristics with complete tube charts. (2) Com- plete engineering data on Dry Electrolytic Capacitors. (3) Useful Servicing Information. (4) New Receiver listings covering all sets from June to December 1939. A few copies of the first 4 issues in attractive leatherette, 3-ring binders are still available. Eight equally valuable issues; one a month right through the year are still to come. HOW TO GET IT: obtain the complete service by sending in your check or money order for $1.50 direct to us. Or . . . you can save 50c by having your Mallory- Yaxley distributor order the service for you. Whether you are a service engineer, student, "ham" or experimenter you can't afford to be without this Mallory monthly technical service.

Or'dzr. Today from Your Mallory-

Yaxley Distributor — Save Money !

*

3

JAN 20

J!!' 0

■till.

>-*"-"~S H******

WESTINGHOUSE RADIOS

DESIGNED for eye ap- #1

peal

A beautiful two-band AC set with 6 station push-button tuning, built-in loop antenna and 6" electro-dynam- ic speaker. Includes 2 double-purpose tubes.

MODEL WR-173

AC or DCplastic. Elec- tro-dynamic speaker. Built-in loop antenna. Two double - purpose lubes included.

MODEL WR-676

A strikingly finished portable radio. Op- erates on batteries or on AC or DC cur- rent. Loop antenna and 5" speaker.

MODEL WR-375

The New Year's greatest console val- ue. 3-band set with 12" electro-dynamic speaker, six -station push-button tuning, and special rotat able loop antenna.

EQUIPPED for advance performance

PRICED for fast Profits

The 1940 Westinghouse radio line was a record-smash- ing series ! New, all-time-high sales records were estab- lished. Factory and distributors' stocks were cleaned out ! And orders for more radios are still pouring into headquarters !

This unprecedented demand for Westinghouse radios proves one point — the public demands real radio val- ues . . . radios that stand-out in styling, performance and price !

To maintain this position Westinghouse now announces 5 new models. Here again are radios that lead in EYE- APPEAL. Exclusive designs. Exquisite, matched grain veneers. Master cabinet craftsmanship. All create favor- able customer reaction.

And, they're packed with features to talk about. Their outstanding PERFORMANCE will back up your sales story with convincing proof.

As to PRICE, you be the judge! Every model is a price leader in its class. And you'll be enthusiastic about the profit margin. Complete details are available at your Westinghouse Distributor. Why not phone him NOW?

MODEL WR-168 AWalnutAC-DCmodel with 5" dust-proof dynamic speaker, built-in loop antenna, and edge-lighted glass dial.

Westinghouse

/

** BROADCAST

LISTEN TO THE NEW WESTINGHOUSE

On January 25th, Westinghouse goes on the air with a coast-to-coast radio program. Tune in "Musical Americana," NBC Blue Net- work, Thursdays, 8 P.M. EST; 7 P. M. CST; 9:30 P. M. MST; 8:30 P.M. PST.

RADIO

RADIO & TELEVISION TODAY, Jan., 1940, Vol. VI, No. 1, published monthly by Caldwell-Clements, Inc., 480 Lexington Ave., New York, N. Y. Subscription price U. S. and Latin American countries, $1.00 for 2 years; Canada: $1.25 for 2 years. All other countries, $2.00 for 2 years; single copy, 15. Reentered as second class matter April 29, 19394 at the post office^at New York, ^L Y., finder the act _of March 3, 1879. Originally entered as second class July 24, 1936. Printed in U.S.A.

7. dL LUC JJUSl UJIH_t ai lltlt i Win, 11. *., liiiuvi i..^. t»\.v \y. a.au.\

-

Built-in Loop Antenna

Emerson Silver Jubilee Model 330

No Outside Aerial or Ground Needed.

AC-DC Superheterodyne with "Miracle Tone Chamber." Automatic Volume Control . Large Electro-Dynamic Speaker . "Eye-Ease" Dial and many other advance 1940 features.

SALES . . . When You Need Them Most!

January and February Promotion . . . in Celebration of Emerson's 25th Anniversary.

(Pries slightley higher in South and West)

With crowd-stopping window streamers, window and store displays, special price tags, wall broadsides, news- paper advertising and other helps, YOU can use this outstanding promotion to stimulate your entire business.

Retail prices of the Emerson "SILVER JUBILEE" Models featured in this promotion will definitely be restored to the original list and so advertised after the limited SALE period. Only a limited quantity is available for this event. Get ALL of the facts and— CASH IN!

Telephone, Write or Wire your EMERSON Distributor NOW!

EMERSON RADIO AND PHONOGRAPH CORPORATION • NEW YORK, N. Y.

"World's Largest Maker of Small Radios'

^Emerson.

Radio and v Television

•I

RADIO TODAY

$1AOO

Featuring a lv "RetailJSaving in a Great "Silver Jubilee" Promotion I

Celebrate with Emerson! A limited-period— limited quantity— SALE of three new 1940 "SILVER JUBILEE" Models, featuring a $10.00 retail saving on each set. A $19.95 (list price) Model to retail for $9.95— a $29.95 (list price) Model to retail for $19.95— a $39.95 (list price) Model to retail for $29.95! Ask your Emerson distributor Now for details of this most startling, most constructive mid-season promotion ever offered to the radio trade —

Backed by the Most Intensive Advertising and Sales Promotion Campaign

in Emerson's History!

Emerson Silver Jubilee Model 331

Standard Broadcasts — All Police Bands — and American and Foreign Short Wave . AC-DC Superheterodyne with

"Miracle Tone Chamber" . 8-inch Electro Dynamic Speaker . Automatic Vol- ume Control . "Eye-Ease" Dial . Handsome hand- rubbed walnut cabinet.

(Prices slightly higher in South and West)

Emerson Silver Jubilee Model 332

EUROPE DIRECT!— Paris . London . Berlin— American and Foreign Reception . AC-DC Superheterodyne with "Miracle Tone Chamber" . 8-inch Permanent Mag- net Dynamic Speaker . Automatic Volume Con- trol . Tone Control ."Eye- Ease" Dial . Television Terminal . Handsome hand-rubbed walnut cab- inet.

Telephone, Write or Wire your EMERSON Distributor NOW!

EMERSON RADIO AND PHONOGRAPH CORPORATION

"World's Largest Maker of Small Radios"

NEW YORK, N. y.

JANUARY, 1940

X

$isi30

^

1*

NEW

Here are new interim values that add fresh vigor to the volume and profit possibilities of the Stromberg- Carlson line !

There's the new 430-MM finished in mahogony, and the new 420-J, a 7-tube table radio in a stunning modern cabinet. To round out Stromberg-Carlson's complete line of automatic combinations there is the 430-PF in an Authentic Salem Chest design and the magnificent new 460-PF in Authentic Chippendale.

If you are a Stromberg - Carlson dealer you will profit immediately from the sales of these new stand- ard radios and from the sales that Frequency Mod- ulation broadcasting will create, for Stromberg-Carl- son also brings you a complete line of radios with the FM, Standard, and Short Wave bands.

LOOK AT THIS FM LINE ! There's the popularly priced No.455-M console, the 455-PL automatic radio- phonograph, and the No. 480-M deluxe console with Coaxial Dual Speaker System. In addition, there's the Frequency Modulation band table radio, the 425-H, which may also be used to convert any standard console into an FM radio.

4 NEW STANDARD MODELS

.totQUENCy

II you want to jump ahead with Frequency Modula- tion, get set with Stromberg- Carlson — the FM line that's lengths ahead from the very beginning. The patented Labyrinth and Carpinchoe Leather Speaker in all these new Stromberg-Carlson FM consoles make it possible to capture the marvelous extra fidel- ity of FM broadcasts. They add Super- Hi- Fidelity to staticless reception of FM programs.

. . . AND THE LABYRINTH PUTS FREQUENCY MODU- LATION RIGHT DOWN STROMBERG-CARLSON'S ALLZY! J

No. 455-M

JANUARY. 7940

*(1'

No. 120-J

ERG

1940

Bere are new interim values that add fresh vigor to the volume and profit possibilities of the Stromberg. Carlson line !

There's the new 430-MM finished in mahogony, and the now 420-1, a 7-tube table radio m a stunning modern cabinet. To round out Stromberg-Carlson's complete line of automatic combinations there is the 430-PF in an Authentic Salem Chest design and the magnificent new 460-PF in Authentic Chippendale. If you are a Stromberg -Carlson dealer you will profit immediately from the sales of these new stand- ard radios and from the sales that Frequency Mod- ulation broadcasting will create, for Stromberg-Carl- son also brings you a complete line of radios with the FM, Standard, and Short Wave bands. LOOK AT THIS FM LINE ! There's the popularly priced No.455-M console, the 455-PL automatic radio- phonograph, and the No. 480-M deluxe console with Coaxial Dual Speaker System. In addition, there's the Frequencj Modulation band table radio, the 425-H. which may also be used to convert any standard console into an FM radio.

cfttQUENCV

II you want to jump ahead with Frequency Modula- tion, get set with Stromberg-Carlson the FM line that s lengths ahead from the \er\ beginning. The patented Labyrinth and Carpinchoe Leather Speaker m all these new Stromberg-Carlson I'M consoles make it possible to capture the marvelous extra fidel- ity of FM broadcasts. The) add Supa-lli-Fidelity to Staticless reception of FM programs.

TONE

AND THE LABYRINTH PUTS FREQUENCY MODU- LATION RIGHT DOWN STROMBERG-CARLSON'S ALLEY! T

4 NEW STANDARD MODELS NEW FREQUENCY MODULATION MODELS

THERE IS NOTHING FINER THAN A

Stromber Carlson *fc

R4DIO TOD*?

---------------i		No. 4S5-PL
Stromberf-Carlaoa l.l. i.l Send full Information V.im	,,.■•• \ir». i ... II • -	... 252Cariaoo It 1. It... ., , '.., In. .1.1. Volume Line,	. N. Y.
Street
Cit,		Slotr

JANUARY, 7940

1940's Golden Opportunity for Manufacturers and Deal

ELECTRONIC MUSIC!

Electronic pianos, organs and fretted instru- ments have revealed a new world of music and a new field of profit for radio manufac- turers and their dealers. A substantial de- mand is actually being met by the Miessner licensees — yet a far greater market is waiting to be served.

Public and professionals alike are captivated by the glorious new tone quality of the elec- tronic instrument, with its unlimited, uncanny control of tone-power and timbre. And every- one is surprised, too, at the reasonable cost.

Radio factories have nothing to fear in mak- ing electronic musical instruments. They mean no disturbance to current production, no capital investment, no risk. None of the evils that beset radio! No yearly models, no obso- lete inventories, no dumping, no trade-ins, no price competition.

It is not even necessary to engage in develop- ment work, for this has been done, completely, by Miessner. Forty patents have been issued and others are pending, affording adequate protection to present and future licensees.

MANUFACTURERS LICENSED UNDER MIESSNER PATENTS

Piano Manufacturers (listed alphabetically)

Ansley Radio Co., Bronx Blvd. & 238th St., New York City Hardman, Peck & Co., 33 W. 57th St., New York City Krakauer Bros., Cypress Ave. and 136th St., New York City Packard Bell Radio Co., Los Angeles, Cal. Story & Clark Piano Co., 64 E. Jackson Blvd., Chicago Winter & Co., 849 E. 141st St., New York City

Foreign

August Forsler Piano Fabrik, Germany

Mason & Risch, Ltd., 642 King St., W. Toronto 2, Canada

Sherlock Manning Co., Clinton, Ontario

Organ Manufacturers

Everett Piano Co. (The Orgatron), South Haven, Mich. Sebastian Gundling & Sons, Lancaster, Pa.

Fretted Instrument Manufacturers

Epipbone, Inc., 142 W. 14th St., New York

MANUFACTURERS— For license data, write us direct. DEALERS- Write to any

of the above licensees.

MIESSNER

MIESSNER INVENTIONS, Inc.

6

MIIXBURN, NEW JERSEY

RADIO TODAY

Northwestern, one of the great Uni- versities of the nation, is famed for its high standards in every phase of its activities. And this is reflected in its top notch teams in various col- legiate sports.

In Patton Gymnasium, the fastest, hardest fought college games seen anywhere take place. Here the roar and din of the huge crowds give its P. A. System the hardest test imagi- nable. Yet it functions perfectly. That's because the tubes are good — the very best. RAYTHEONS are used!

Remember — these are stock RAY- THEONS, the kind that thousands of servicemen and dealers use for re- placements on the toughest jobs or in the little radio in the home.

Their long life of outstanding ser- vice makes satisfied customers and attracts new ones. And, equally im- portant, their dependable perform- ance attracts big tube users, like Northwestern . . . replacement busi- ness you couldn't get with inferior tubes. So business -grows! Profits,' too! Yet RAYTHEONS cost no more!

NEWTON, MASS. • NEW YORK • CHICAGO • SAN FRANCISCO • ATLANTA

''WORLD'S LARGEST EXCLUSIVE RADIO TUBE MANUFACTURERS''

JANUARY. 1940

Again

^ate^tduwwn^

Model BT-20. A marvel of radio design and engineering. Magnificently styled in plastic. An AC-DC 6-tube super- heterodyne circuit. 2 bands. Automatic volume control and Bilt-in-Tenna. An eye-catcher that will move in large volume with minimum selling effort.

Model BT-22. An ideal number for your hottest table model bracket. 6-tube AC-DC superheterodyne circuit. 2 bands. Bilt-in-Tenna, and push-button tuning for four stations — everything your customers want in a table model.

J.HE tremendous public acceptance of the Farnsworth Line last Fall was not a matter of chance.

For the Farnsworth organization had been picked from the leading executives of the entire radio industry. Years of experience backed their judgment in anticipating markets ... in creating the Farnsworth Line . . . and in developing a sound merchandising program to move it.

Farnsworth Radios were winners . . . outstanding buys in the radio business.

Forward with Farnsworth in '40

Today, Farnsworth is far in front again . . . anticipating public taste at the strategic moment by adding new models to its comprehensive line. A number of these smart new models . . . together with proved sellers of the past season . . . are shown here. Look them all over. They're going to move fast because they're what your customers want.

They follow the Farnsworth policy of working from the dealer's point of view . . . giving him new merchandise at the strategic time when he can use it . . . and putting more dealer profit back into the radio business. See your Farnsworth distributor immediately. Get the details of the profitable Farnsworth program for the months ahead.

Farnsworth Television &. Radio Corporation, Fort Wayne and Marion, Indiana

FARNSWORTH ALSO LEADS IN THE COMBINATION FIELD

Model AK-59. This beautiful radio-phonograph combination proved to be the hit of the season. Plays 10 twelve-inch or 12 ten-inch records au- tomatically. 7 tubes. 2 wave bands. Bilt-in- Tenna. Push-button tuning. Television-sound connection. And priced to sell on sight!

Model AK-86 is another "hot" model in the Farnsworth "step-up" combination line. Charming cabinet. Plays 10 twelve-inch or 12 ten-inch records automatically. Drawer for rec- ords. 8 tubes. 3 wave bands. Push-button tun- ing. Television-sound connection. A big bargain.

Your hard-to-please customers — those whowant the finest, will buy the authentic Chippendale period design of radio-phonograph model AK- 96. Plays 10 twelve-inch or 12 ten-inch records automatically. 10 tubes. 3 wave bands. Push- button tuning. Television-sound connection.

RADIO TODAY

Anticipates Popular Demand

It's still the greatest value in radio. Model AC-70 has proved it's the best bargain in the business. Here's a real traffic producer . . . priced to com- pete with anything on the market in its class. Read over the features that make it a lot of radio for the money : A dis- tinguished cabinet. 8 tubes. 3 wave bands. Flo-Lite dial. Shielded rotat- able Bilt-in-Tenna. Automatic vol- ume control. 12-inch electro-dynamic speaker. Phonograph and television- sound connections ... all at a price that says "Buy me."

Model BC-81 in tune with the times — a new note in cabinet design, packed with eye-appeal that makes it the show spot in any line-up of radios. 8 tubes. 3 bands. Automatic volume control. Continuously vari- able tone control. Shielded rotatable Bilt-in-Tenna. 12-inch electro- dynamic speaker. Phonograph and television connections. See it, hear it, and you will sell it.

Model BC-102. Massiveness combined with dignity in eabinet styling for those who want a big package — big in appearance, big in value, and outstanding in performance. 10 tubes. 3 bands. Shielded rotatable Bilt-in-Tenna. Automatic volume control. Continuously variable tone control. 12-inch speaker. Television and phonograph connections. Even its low list provides a wide margin for trade-ins — a natural step-up model.

■ tc

JANUARY, 1940

•**

Ipp^1

with Ae«

LITTLE NIPPERS!

1*1 1 ■ ■""" sort that sell them-

il L°W tl'Se wonders

radios are the

Year with a bang-

Because tr

sparkling

wonders

Lthey are "just

Model 45X1. Extra large. Edge- lighted Dial . . . Pentode Beam Power Output for greater volume, purer tone . . . AC-DC operation ... 5 RCA Victor Tubes, 2 double-purpose, giv- ing set equivalent of 7-tube perform- ance. Mahogany plastic cabinet. Available in Ivory as Model 45X2.

Model 46X3 is ideal for desk and table use where it may be seen from any side because its delightful cabinet of rich woods and selected veneers has a finished back. Other features of this fine instrument include Built-in Magic Loop Antenna, 5 RCA Victor Tubes (7-tube performance), Pentode Beam Power Output for greater volume and purer tone, Plug-in Ballast Resis- tor, Underwriters' Approval. AC-DC operation.

For finer radio performance — RCA Victor Radio Tubes

Model 45X11 has Built-in Magic Loop Antenna... Easy-reading clock- type Dial ... Electro-dynamic Speaker . . . selective Superheterodyne Cir- cuit. Rich Mahogany plastic cabinet with easy-grip, plastic knobs. Also available in Antique Ivory plastic cabinet as Model 45X12.

Trade-mark "RCA Victor" Reg. U. S. Pat. Off. by RCA Mfg. Co., Inc.

mfla

RCA Manufacturing Co., Inc., Camden, N. J. • A Service of the Radio Corporation of America

Big set features in Model 45X13 in- clude Built-in Magic Loop Antenna . . . Easy-reading, clock-type Dial . . . Super-sensitive Electro-dynamic Speaker . . . Superheterodyne Circuit with Power and Selectivity. Beauti- ful cabinet constructed of fine woods and veneers.

This brilliant Model 46X13 tunes in Standard Broadcast, Police, Amateur and International Short-wave Bands. Beautiful wood cabinet, extra large Built-in Magic Loop Antenna and super tone make it a natural seller!

70

Model 46X11 tunes in Standard Broadcast, Police, Amateur, Interna- tional Short-wave Bands. Handsome plastic cabinet. Remarkably good tone. Also available in Ivory as Model 46X12.

RADIO TODAY

©C1B 443133

STATISTICS OF THE INDUSTRY

U. S. Annual Radio Bill

Sale of time by broadcasters, 1939 $170,000,000

Talent costs 35,000,000

Electricity, batteries, etc., to operate

38,400,000 receivers 165,000,000

9,000,000 radios sold in 1939 at retail 289,000,000

36,000,000 replacement tubes @ $1.25 45,000,000

Radio parts, supplies, etc 50,000,000

Servians radio sets 60,000,000

U.S. Public paid for radio in 1939 $814,000,000

Radio Sets in Use

Jan. 1,1939 Jan. 1, 1940

U.S. homes with radios 27,500,000 28,700,000

"Secondary" sets in above homes. . . . 7,500,000 9,200,000

Battery Portables 200,000 900,000

Auto-radios 5,800,000 6,500,000

Total sets in use, U.S 40,800,000 45,200,000

Total homes in U.S 32,250,000 33,000,000

Total homes with autos ' 19,000,000 20,500,000

Total residence telephones 13,250,000 13,500,000

Total homes with electricity. ■-. . . 24,000,000 24,450,000

Radio Receivers— Sales and Volume in 1939

Number

Radio Consoles 1,900,000

Radio Compacts 4,550,000

Table Combinations 250,000

Console Combinations 200,000

Total Combinations 450,000

Portables 900,000

Auto Radio 1,200,000

Total Radios 9,000,000

Total Tubes 91,000,000

%of	Average	Total	%of
Total	Value (Retail)	Retail Value	Total
21.1	$61.00	$115,900,000	40.2
50.5	16.00	72,800,000	25.3
2.8	30.00	7,500,000	2.6
2.2	100.00	20,000,000	7.0
5.0	61.00	27,500,000	9.6
10.0	24.00	21,600,000	7.5
13.3	40.00	48,000,000 289,000,000	16.7
	Total Records 50,000,000

Nine Million Sets—

1,900,000 Consoles

900,000 "portable* lO-"/o

Sold for $289,000,000

4.550,000

Compacts

TOTALS ON

THE

5

TYPES

OF SETS

<v o y

* 115,900,000

Consoles

&§&'

$72,800,000 Compacts 25.3%

EDITOR, Orestes H. Caldwell; PUBLISHER./M. Clements; Managing Editor, Darrell Bartee; Merchandising Editor, H. L. M. Capron; STAFF, N. McAllister, G. IL Mayorga, William E. M>a\ilic, M. H. Newton, R. A. Neubauer. B. V. Spinetta; SALES MANAGER, M. E. Herring, R Y. Fitzpatrick, 201 Ny'Wells St., Chicago, 111.: CALDWELL-CLEMENTS, INC., 480 Lexington Ave., NEW YORK, N. Y. Telephone PLaza 3-1340. Copyright 1940. '-'Member Audit Bureau Circulations Vol. 6, No. 1, January, 1940

JANUARY, 1940

11

Cheery 7940 for Radio and Radiomen

With the year just closed breaking all records in number of radio sets sold, as well as in volume of broad- casting, listening audiences, and lis- tener interest, industry leaders look to 1940 to set further new highs in radio.

The European War and IT. S. elec- tions are expected to make the Ameri- can public more dependent than ever on radio news reports, while new mus- ical and dramatic features are planned for the vast army of broadcast listen- ers with its 45,200,000 receivers. Tele- vision is promised a big push during 1940, particularly in the New York and Los Angeles areas. Frequency- modulation too is attracting wide at- tention as some forty stations evince FM interest, with many new trans- mitters going on the 40-meg. channels during the coming year.

That "AP" Industrial-Activ- ity Chart on Our Cover

Thanks of Radio Today are due to tbe Associated Press and the Newark (N. J.) Evening News for the AP chart of industrial activity repro- duced on our front cover, showing the course of American industry "during ten troubled years" and illustrating some of the major news events which influenced the industrial and business curves.

With this AP industrial-activity graph, Radio Today has combined its own graph recording the total produc- tion of radio sets during the same years, thus showing the interesting relationship between world events, U. S. business, and radio-set produc- tion and sales.

Parts Show Heads for Success

Vigorous planning for the National Radio Parts Show, to be held at the Stevens Hotel June 11-14, goes for- ward in Chicago. The Sixteenth An-

Sayre M. Ramsdell of Philco, one of the company's executives on the program at the firm's big conven- tion of distributors now meeting at Palm Beach, Fla.

nual Convention of the Radio Manu- facturers Association will be held there on June 11 and 12, while the main parts exhibition event runs from noon on Tuesday, June 11, to 10 p.m. on Friday, June 14.

The Show is under the joint spon- sorship of RMA and the Sales Mana- gers Clubs, with Paul V. Galvin of Galvin Mfg. Corp. as chairman of the RMA Convention Committee and Ken Hathaway as managing director of the Show. The all-radio industry banquet is all set for Wednesday evening, June 12, and the industry golf tournament is scheduled for June 13.

Tube Ad Rule Stands

The Federal Trade Commission in a letter to the RMA denies the re- quest for modification of the Trade Practice Rules in respect to advertis- ing of tubes.

The Commission reiterates that

TOTAL RADIO SALES average a total value

1934 1935 1936 1937

Units, R>i Average Unit Value,

millions Ko^J tens of dollars

Total Value, hundred million dollars

"References to rectifier tubes, and to tubes, devices or accessories which do not serve as signal amplifying or de- tecting tubes or heterodyne oscillator tubes, should be such as to clearly avoid misunderstanding or deception of purchasers."

This clearly means that in any ref- erence to the number of tubes in a radio receiver, rectifier tubes tuning resonance indicators, ballast or resist- ance tubes, must either be indicated separately, or not included in the total tube count.

"MAGIC WAVES"

New Things in Radio. Present and Future Uses of Radio Tubes.

Weekly Broadcasts by

Dr. O. H. Caldwell Editor of Radio Today

NBC Blue Network, Saturdays 5 p. m. E.S.T. 4 p. m. C.S.T.

Jan. 20 — How Tubes Make Long-dis- tance and Overseas Teleph- ony Possible. Putting 200 Conversations Over a Single Wire. Secrecy Through "Scrambled Speech."

Jan. 27— Tubes as Traffic Police. Sig- nal Lights Operated by Electric Eyes and Space Controls. Electronic Timers. "Clocking" Speeders. Count- ing Cars.

Feb. 3 — Magic Waves and the Stage. Sound Effects. Reinforce- ment. "Off-Stage" Casts. New Opera Technique. Cho- rus Girls for Looks and Singing! Coaching.

Feb. 10 — Electrons and Weather. Pre- dicting Changes. Reporting Air Movements. Ionization and General Optimism. Pu- rifying Air by Electronic Action.

Feb. 17 — "Lost Melodies." Forgotten Arias of Musical History. Tone Qualities that Are Lost. Today in Present Radios. Getting the Full Measure of All that the Broadcasters Send You.

Feb. 24 — Super-clocks with Radio Gears. Measuring Time to within One-ten-Millionth of a Second. How Tubes and Crystals Keep the Nation's Time.

"Magic Waves" programs are ar- ranged by Gerald Holland, talented NBC dramatist, and produced by Sherman MacGregor, NBC ace direc- tor. Announcer William Spargrove and selected NBC actors and actresses take part in each presentation.

12

RADIO TODAY

In addition to describing new uses of radio equipment each program takes up some aspect of the listener's own radio and explains how to get more satisfactory reception.

RMA Short Wave Lists to Circulate

Radio dealers and distributors will now be able to get hold of weekly schedules of short-wave broadcast events — those very valuable ones is- sued by RMA. Retailers can use them to interest the public, and jobbers can use them to intrigue their dealers.

Doubtless this new service by RMA will assist in the sale of more and better radios, while the national ap- petite for foreign broadcasts is at a peak. The new plan provides for distribution of the schedules to RMA member manufacturers who will scat- ter them to dealers and distributors.

The news is that Peter I>. Jensen, center, has joined up with Utah Radio Products

Co., as a vice-president of the greatly enlarged firm. At the left is G. Hamilton

Beasley, Utah president; right, Odin Jester, gen'l. sales mgr.

R. C. Cosgrove, long a Westing- house executive, has joined Crosley Corp. as vice-pres. in charge of radios, refrigs., washers, ranges, etc.

Making More Money and More Friends for Radio

Some very proud reports are com- ing from the Middle West, to the effect that trade evils arising from "discount" selling and industrial group buying have been substantially cut down. In the Milwaukee and Chicago areas, conditions are greatly improved, compared with a year ago. Figures prove it.

Trade organizations there, such as the "Wisconsin Radio, Refrigeration & Appliance Association, are now be- ginning to harvest the benefits of their fight for cleaner business. The Mil-

waukee group points out that similar benefits will be forthcoming to any bunch of dealers who will get together and really labor for an honest clean- up.

Buck Benny Rides Again

The laugh-packed radio perform- ances of Jack Benny have again been voted the favorite broadcast program, by the radio editors of the U.S. and Canada who annually vote in the poll conducted by the N.Y. World Tele- gram

Ranking next to the Jello comed- ian were Information Please, Charlie McCarthy, Fred Allen, Bing Crosby, Kay Kyser's College, Bob Hope, WABC Monday Radio Theater, Or- son Welles, Toscanini Concerts, Am- erica's Town Meeting, and One Man's Family

Other winners were Guy Lombardo, Frances Langford, Bill Stern, Lowell Thomas, Don Wilson, Nelson Eddy, Let's Pretend, Fred Waring and Alec Templeton.

Entertainment Preference Is Positively Radio

That the modern American has a substantial preference for what radio offers, is revealed in another of the public opinion surveys conducted by Fortune Magazine A cross-section of the public was asked, "If you had to give up either going to the movies or listening to the radio, which would you give up?" and 79.3 per cent said that they'd rather give up the movies.

Only 13.9 per cent said that they'd be willing to give up radio, and the other 6.8 per cent declared they would make no choice. Fortune concluded that "among the breakdowns it ap- pears that not a single group of people . . . votes less than 70 per cent for giving up the movies rather than the radio."

George Scoville Dead

As we go to press, word comes of the death of George A. Scoville, gen- eral manager of Stromberg-Carlson, at Rochester, N. Y., Jan 14, follow- ing a four-month illness.

JANUARY, 1940

73

MORE

CONTACTS

IN THE

STORE

plus . .

PEAK SALES EVERY

To cuddle up to more radio prospects every day

When you stop to think about it, there are only three basic ways of do- ing a retail business :

1. Bringing people to your store, where they are exposed to your mer- chandise displays, through advertis- ing.

2. Taking your selling story to the prospective customers' home by per- sonal call.

3. Sending your merchandise dis- plays and your selling story into the home via catalogs.

Department stores, drugstores, hardware stores, ready-to-wear stores, in the first class above, must make people come to their store through continuous advertising of sales of every conceivable kind.

The great mail order houses are on the opposite extreme. They must plan their assortment, fix their prices, arrange their selling stories and dis- plays, for six months periods. Their catalogs "go home" only twice a year — but they do "go home."

In between these two great classes is the radio-appliance dealer, with sell- ing opportunities unequalled by his major competitors.

Radio and appliances together pro- vide products with complementary seasonal demands which can produce

an almost uniform monthly business, and with a high gift value for Christ- mas.

Not that all dealers take advantage of their position, but it is a fact that dealers are in a unique position to acquire and to hold customers, supe- rior in many ways to that of the other two classes of retailers.

A GOOD SPOT

When the radio-appliance dealer realizes that his most important com- petition is not those who sell the same merchandise that he does, but rather the automobile dealer, the ready-to- wear dealer, the furniture dealer and all others who seek the customer's marginal dollar, he will see his op-

AMONG RADIO DEALERS

81% sell refrigerators

75% sell washing machines

43% sell dry shavers

17% sell cameras.

portunities in a new light.

Instead of newspaper advertising and "sale" merchandising, he will try to build his store traffic through stock- ing low-priced repeat items— such as phono-records, films, photo finishing, gift merchandise.

He will see that all people who come into his store are exposed to attractive selling displays of radio and appli- ances, in a pleasant, personal atmos- phere. And all people who pass his store will be exposed to window dis- plays which "get the eye" and "tell a story."

THE CALLS COUNT

Instead of sending catalogs into the home every six months, his sales- men will keep constantly calling on homes, house to house, as well as on the suggestion of leads from many sources, to locate those who have mar- ginal money to spend.

With a broad assortment of radio and appliances, every customer will be called on, at home, at least every three months, to make certain the cus- tomer is satisfied, and to sell another appliance or radio.

This personal contact is one vital factor in dealer-customer relations in

14

RADIO TODAY

. MORE CONTACTS IN THE HOME

Photos from G

liVision

MONTH IN 1940!

this year, remember how seasonal appliances help

which the position of the department, chain or catalog organization is much inferior to the independent dealer.

Back up this personal contact, with an assurance of personal satisfaction and support that good-will with such an assortment of merchandise that you always have something to sell any customer, and you have a condition of vital importance in the conduct of your business, particularly now that the replacement market bulks so large.

It is this fact which makes the reg- ular and frequent direct-mail support of your personal customer follow up so important. Keeping your name, and your product, and the convenience of use, constantly before your pro- spective customer goes a long way.

ECONOMICAL CONTACT

When you sell radio alone, or re- frigerators alone, or any other single product, you can not economically keep in contact with your customer. New customers must constantly be located and sold. Sales come in sea- sonal peaks, fall sharply in seasonal declines, while expense goes on for- ever.

In radio, records and appliances,

you find a combination of products the seasonal peaks of some comple- menting the seasonal declines of others with a resultant steady and uniform saleability.

Such an assortment of products will support your continuing personal con- tacts in the home, provide a new and strong appeal to your customers and prospects alike, each month.

Contacts in the home for satisfac- tion follow ups, new selling efforts,

are vital forces and factors available to the radio appliance dealer, yet de- nied to those whom he looks upon as his most serious competition. This method of selling, too, brings many a consumer's marginal dollar into the radio-appliance dealer's cash-register which otherwise would find its way to the furniture, floor-covering, drug (?), chain or department store, or one of the big catalog houses.

(Please turn to page 45)

PEAKS

RETAIL SELLING

Compacts

C ompac t s

P o rt a bl as

Refrigerators

Ranges

Cleaners

Ranges

Room Coolers

JANUARY, 19 40

75

Ideas on how to use your plate- glass salesmen

Window Waltz

A dance team glided through the window at Piatt Music Co., Los Angeles, and won plenty of attention for a display of Radio- bar models.

Gulliver's Hand

Gigantic illustration of a familiar object made a prize winner of this window at Buffalo Nia- gara Elec. Corp. and drew eyes to GE prod- ucts. A radio, too, would fit nicely in the palm.

76

RADIO TODAY

Gunning for Safes

The map of Europe, where the guns boom and the broad- cast news comes from, is the back-drop for this timely dis- play of sets by Chas. Begg & Co., Ltd., of Timaru, in New Zealand.

A Tale of Tone

With a top-money set in the center, Kennedy- Clark, Inc., Rochester, N. Y. took quiet and dignified display ma- terials to get across the matter of tone quality.

All Lit Up

Expert spotlighting lends an

eye-grabbing glow to this

window at Wood's Radio &

Elec. Co., Seattle.

JANUARY. 7940

17

#/

IT'S TIME TO CHANGE THE SCENERY!"

HOW can we make our new radios look different from those of last year and the years before?

This season's automobiles reveal their 1940 lines at a glance. Cars a few years old are hopelessly dated, and "cry out loud" for replacement.

Pianos have been restyled into distinctive new "verticals," and as a result the piano industry has had its biggest year since 1925.

Kitchens have been streamlined, and new modes introduced in ranges, refrigerators, sinks and other equipment — all now as sharply "styled" as any of milady's dictates from Paris.

"NEW SETS DON'T LOOK DIFFERENT"

But in radio, most sets of this year look very little different from those of the last three or four seasons. Even an experienced radio man can hardly tell at a casual glance

whether he is looking at a 1940 or a 1937 model, unless he knows the particular line. Certainly no layman can distinguish any striking earmark of the 1940 radios, though he instantly recognizes "up-to-the-minute- ness" in autos, pianos, refrigerators, ranges, cameras, etc.

R QUALITY RECEIVER FOR EACH HOME

With 45,000,000 radios now in use, the grim problem of saturation may soon be faced by the radio industry. Of course, for some years yet we will go on adding the smaller radios until there is at least a per- sonal radio for each of our 130,000,000 U.S. inhabitants.

But adequate listening requires that every family and individual who can afford it,