Radio today (Apr-Dec 1939)

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Popular curiosity to "see television" is evident in the crowds which daily inspect these RCA receivers in the Television Tour at NBC studios, Radio City, New York. might soon wear off the new customer, and it was the common feeling that television should not be oversold. In fact most dealers questioned were of the opinion that positive action would have to be taken to undersell the merits, not the price, if dissatisfied customers were to be avoided. Many dealers felt radio manufacturers and wholesalers should unite. to advertise to the public the real facts of the limitations of television, as well as what to expect. All were agreed that television must not be permitted to interfere with radio sales. This too, seemed to call for a manufacturers' advertising campaign to point out that television complements, but does not supersede, present audio broadcasting or receivers. WANAMAKER PLANS Wanamaker's plan to use the EGA program service to demonstrate television sets to the public, with newspaper space and direct mail calling them to public attention. Television will be displayed and demonstrated in a separate section of the radio department where the room can be darkened, and there will be no interferpnce with the sound. Mr. Simpson, the department manager said. "When we invite the public, it probably will be necessary to schedule the demonstrations to take care of the interest already manifested. Dealers will find." continued Mr. Simpson, "that small radio, including battery portables and radiophono combinations will be the big sellers in the next few months, but when programs, installation, and selling methods are perfected, the outlook for television is extremely optimistic" "Television will no doubt help the radio industry." said Henry Benjamin, v.p. Davega-City chain of stores, "but people must not be misinformed. People must understand that it will not make other radios obsolete. If television is oversold, it will hurt the sale of radio and do more harm than, good. Be honest about television, promote it, but make sure the very name does not become a disappointment because of overanxiousness, or hasty and unfulfillable promises." Bamberger's, who were one of the real pioneers in merchandising radio, already have a display of television and facsimile sets. They plan to give demonstrations of both, using the facsimile programs of their own WOR. and thus, to build up a dual interest which they hope to translate into sales for themselves through word-of mouth publicity. The department manager could not be quoted, but it is certain that newspaper space, direct mail, and window displays will invite people to witness these dual demonstrations. KEEP ON WITH RADIO Percy Peters, a large radio dealer in Brooklyn, expressed the opinion that he was going right on selling radio as hard as he could, with store demonstrations of television perhaps, but no real promotional efforts until the problems of programs, installation, and service were better understood. One manufacturer who is supplying knock-down kits, as well, as complete receivers, is finding a ready market among service men, and dealers themselves, who feel they will be in a better position to honestly sell television after they have actually put a set together, and played with it. USE TELE TO PUSH RADIO C. W. Perdue, head of an exclusive, high-class radio store in Northern Xew Jersey, says, "I can pack my store with television demonstrations, as I did with the Philco mystery-control demonstrations; public interest is very high. At least in the next few months, I am going to invite my own customers in particular, and the public in general to witness store demonstrations at stated times and expose them also, to my displays of summer radio, battery portables, compacts, record players, portable combinations, etc. I'll change my selling policies as experience may indicate, but during the summer I'm going to keep right on selling radio." And when it comes to this sort of thing, television hath charms all its ownno mere audio receiver can rival! APRIL, 1939 1 7