The talking machine world (Jan-June 1928)

30 The Talking Machine World, New York, March, 1928 Vision Needed to Bring Radio Industry to Safe and Sane Basis Roy S. Mowry, Sales Manager, Universal Battery Co., Advocates Bringing Out Models Once a Year and the Curtailment of Premature Announcements THE rapid advancement of radio has made the merchandising end of the business very unprofitable from manufacturer down to dealer. Radio is no longer an infant. It has grown from nothing to one of the most gigantic industries in the world and after seven years of marketing greater headway should have been made in the merchandising of sets which in turn would also effect the accessory manufacturer. In the early days of radio, six months — September to March — were considered the boom months for the sale of radio products, but with the rapid strides that have been made in the improvements of sets, and greater facilities for broadcasting, it has developed into an all year round business which can be made profitable in 1928 if good sane business methods are applied. The set manufacturers are the most important factor in building up the radio market on a sound, practical basis. Their experiences in the past few years should bear fruit and impress upon them the fallacy of bringing out new models and Improvements in the very height of the radio season. It would seem that they could profit by the practices of the automobile makers who come out with new models once a year and then center their efforts on the sale of these models until the new models are perfected, production schedules under control and above all in a position to make deliveries when the demand is created. Vision Is Needed Not so, however, in the radio industry. Shortsighted manufacturers start out with a line of sets and after a high pressure sales and advertising campaign succeed in stocking up the jobber, who in turn overloads the dealer. They then take it upon themselves to place on the market a supposedly improved set, again •;tart a great advertising campaign, flaunting before the public in every conceivable advertising medium the advantages of this article over the other units. What is the result? Curtailment of sales, due to the indecision of the consumer who is nat urally skeptical and consequently the potential market has been killed, and the jobber and dealer have been left with a large stock of old models which must be sold at a sacrifice to satisfy the poor and unwarranted merchandising policies of the set manufacturer. The Radio Manufacturers' Association now being active and the Dealers' Show assured each year, the above could be carried out to the betterment of the industry as a whole and with a saving of millions of dollars. Is not the thought worthy of a trial? Premature Announcements A second thought is the premature announcements of new developments; the desire of some leaders in the radio industry to be first in the field has encouraged them to announce new products before they have been perfected which, in turn, has worked a hardship on the dealer who has the burden of satisfying the customer, and by innumerable service calls, sacrifices his profit to help maintain the reputation of the manufacturer whose product he is distributing, as well as the invaluable asset — his own goodwill— which he has built up in his community by good honest efforts to succeed. The manufacturers, being almost entirely dependent upon the jobber and dealer for sales distribution, can contribute much to their financial success by cutting down on the number of models — standardization would be of material benefit. Untruthful Advertising Untruthful advertising has also had its ill effects. Supposedly reputable manufacturers have by the nature of their advertisements been misleading the public. This is especially true of AC sets. It is an easy matter to name six or eight of our big manufacturers who are selling sets equipped with A and B socket power units using the regular tubes, yet leading the consumer to believe he is getting AC tubes. Federal control of radio is another subject of vital interest to every one engaged in the manufacture of radio products. Very few people appear to realize the seriousness of this situation. As things now stand, nobody knows what will happen to the Federal Control of radio after March 15th. If nr> action is taken by Congress before that date, it will revert to the Department of Commerce, which certainly under present circumstances is not able to handle it, and which would have to build up a new and very extensive regional organization in order to deal with the problems which are now pending. Here is another way in which the industry must act quickly to avoid collapse ofthe whole structure on which broadcasting and the radio industry has been developed. True, the industry has been going through a severe "shaking down" and many have suffered, but like every new business it is bound to adjust itself. The industry is sound basically for it is founded upon a thing that the people will not do without, greater interest is shown every day and radio is serving the public better. We have a permanent business out of which all of us can find lasting success and enduring prosperity if we set out in 1928 with definite policies and conduct the radio business along the lines that make for success in other and more settled trades. Musical Activities in Playground Work One Hundred Sixty-two Musical Activities Initiated in the Los Angeles Playgrounds During Year — 1928 Program Los Angeles, Cal., March 6. — Music is becoming more and more a part of the recreation and instruction activities of the modern playground system of this city. The annual statement, issued by the Music Division after being in operation for its first year, shows that 162 musical activities were initiated during the year. Thirty-four of these groups are harmonica bands and twenty-three are ukulele orchestras — instruments which are within the reach of almost every child who has the desire to make music for himself. Nine adult choruses and seventeen children's choruses provide for those who would rather sing than play. Twentyone orchestras and nine bands have been formed at various playgrounds and community centers where children and adults assemble to express themselves through music. The music" program, which has been organized by Glenn M. Tindall, supervisor of Musical Activities for the Los Angeles Playground Department, calls for a total of 238 musical groups during the present calendar year. Kenneth E. Reed on Long Tour of Trade Kenneth E. Reed, sales manager of the Federal Radio Corp., Buffalo, N. Y., is now on an extended tour through the Western United States and Canada, visiting Federal Orthosonic wholesalers in over twenty cities. The purpose of his trip is to make a personal survey of radio conditions outside the metropolitan centers and to become acquainted with the personnel of wholesale organizations selling Federal radio west of the Mississippi. Mr. Reed is very well known in the music industry, having been sales manager for one of the largest talking machine wholesalers in the East, as well as special representative for the Federal Radio Corp. before his appointment to his present position. Incorporation Klingman & Kelsall, Louisville, Ky., were recently incorporated with a capital of $20,000 to deal in radios and phonographs, GRO S LEY BANDBOX The radio leadership of 192S! Compare these amazing radios! Check them with any set! Learn for yourself, by comparison, their amazing reception qualities. Genuine neutrodyne AC receivers ! 1 Single Unit AC Bandbox 704, $95. Completely * shielded and very selective. 2 Dry cell operated Bandbox Junior, $35. Loud * speaker volume — most economical. 3. 4. 5. Bandbox 601, $55. Operates from batteries or power supply units. Splendid volume. Double Unit AC Bandbox, $90. For console installation. Adaptable to any installation. New Type — D Musicone, $15. Loud speaker leadership in popular price field since 1925. Write Dept. 26 for descriptive information. THE CROSLEY RADIO CORPORATION Powel Crosley, Jr., Pres. Cincinnati, O. Crosley is licensed only for Radio Amateur, Experimental and Broadcast Reception. Montana. Wyoming, Colorado, New Mexico and West, prices slightly higher.