Radio today (Apr-Dec 1939)

HwUtoisioHmdeSotd Plans of leading New York radio outlets for handling new video merchandise. Urge caution against overselling public. Using television to sell radios. With television an actual reality in New York on April 30 and interest rampant all over the country, men in the metropolitan field are thinking and planning methods and means of best handling the sale of this newest of radio merchandise. Radio Today has made an intensive survey among those who will sell television in Metropolitan New York, including independent dealers large and small, chain and department stores. Eadio men who remember the birth pangs of radio, and experienced the growing pains attendant upon the phenomenal growth of broadcasting, all feel that television can be the answer to many prayers, and hope it will not bring a crop of headaches. The general consensus of these practical opinions may be summarized: 1. Television has tremendous public interest — but public buying demand may be slow to develop. 2. Dealers will capitalize on the public interest to attract attention and build store traffic with demonstrations and window displays. 3. Price will not be used as a factor to increase sales. 4. Home demonstrations are "out". 5. Television must not be oversold. 6. Television must not interfere with radio sales. Many dealers, and customers too, remembering radio's infancy, have the fear that some radically better models, some distinct improvement in method, may be put on the market soon, and so obsolete early receivers. Conservative dealers are taking such possible factors, — with the resultant effect on their time-payment paper, and consumer goodwill — into consideration in formulating their selling plans. All local outlets agree they are going to capitalize on the public interest and squeeze out the last drop of indirect sales advantage. DEMONSTRATION ROOMS Store demonstrations are the rule, with many special rooms being prepared. And at least one store is building an air-conditioned room, the better to demonstrate television, under comfortable conditions for the customer, and with a minimum of conflict with the display, demonstration and sale of radio. Some stores are planning hooded shadow-box window demonstrations and displays. At least one department store is seriously thinking of having several demonstrations in various parts of the store. And one outstand Cap*" Says — Demonstrations before audiences can whet public interest in television, in areas where program service is available .Here, Philco' engineer, A. F. Murray, presides at an auditorium showing of the new art. Television is new. It involves new principles, new equipment, new merchandising, new installation methods, new servicing technique, even new thinking, and new training of those who will sell and service it. It's not radio; it's radio PLUS! And all associated with the new art, from manufacturer to dealer, must keep pace with it— or be LEFT BEHIND! *H. L. M. Capron, merchandising editor of Radio & Television Today. ing independent dealer is planning to hold public demonstrations by invitation, at intervals, in various suburban locations, entirely independent of his store. PRICE CUTTING DEFERRED Most store owners, sales managers, and company executives are of the opinion that in the early months of selling television there will be no price cutting to force sales volume, but many dealers express the view that there may be plenty of cut prices later, and worse headaches, resulting from changes in transmission methods or picture size, which would obsolete not only those televisors sold, but those in stock as well. As a result, the almost unanimous feeling is that dealers should buy very cautiously, and turn their stock over as frequently as possible, keeping their demonstration sets going into the hands of consumers at very short intervals. In fact, several expressed the intention of buying only demonstration sets without supporting stock for deliveries, — rebuying only to replace the demonstrator when sold. NO HOME DEMONSTRATIONS Because of the great problems of installation in apartment houses, and the time and cost involved in locating the best spot for the antenna, so as to deliver the signal to the televisor strong and free of interference, almost every dealer turned thumbs down on home demonstrations. With the very limited program service now scheduled, and the basic requirement that the television program have undivided attention, it was the general feeling that the first flush of enthusiasm and pride of possession 76 RADIO TODAY