U. S. Radio (Jan-Dec 1961)

stereo decision will prove decisive. At long last manufacturers of audio equipment and their dealers have a tangible, demonstrable, exciting and exclusive program source to back up their claims lor the superiority of fm receivers. The FCC's report and order permitting fm stereophonic broadcasts on a multiplex basis provides the final link in stereo programing. It thus sets the stage for tremendous growth in the audio equipment business provided we manufacturers make a clean break with our traditionally short-sighted "fast buck" dog-eat-dog thinking of the past; and continue to act constructively and in concert to indoctrinate our dealers and to convey accurate information to the buying public about fm stereo. That this is not impractical piein-the-sky idealism is proved by the events of the last three months. The Federal Communications Commission announced its historic fm stereo decision on April 19. On May 24 the Consumer Products Div. of the Electronic Industries Assn. approved the recommendation of its radio section that the EIA proceed immediately to prepare, print and distribute a fact book on fm stereo. Less than 60 days later copies of this booklet, "A New World of Broadcast Sound," were in the mail to every fm broadcaster, to 4,600 distributors and to 37,500 dealers in radio and audio products. Simultaneously the manufacturer members of EIA took several other significant steps to help fm stereo get started swiftly and smoothly. At its July meeting, EIA's radio section voted unanimously to use the term "fm stereo" in advertising and promoting this new broadcasting art, and thus minimize public confusion already manifesting itself through reading and hearing three terms "multiplex" "stereo fm," and "fm stereo" used indiscriminately and interchangeably to refer to one and the same thing. At the same meeting the equipment manufacturers officially recognized the urgent need for periodic consultation with committees representing the broadcasters, the record makers and the magnetic tape recording group. The month oi July also witnessed another "historic" Brsl in constructive joint ventures, when the equipment manufacturers again acted in concert to present an authoritative symposium on fm stereo for dealers attending the National Assn. of Music Met chants trade show, then in progress at Chicago's Palmer House1. Hut none of this means that the fm broadcaster can sit back in complacency based on the mistaken belief that the equipment manufacturers can build his listening audience lor him merely by making and promoting fm stereo receivers, tuners and adapters. The dealers onto whose shelves and sales floors these goods will move this fall will sell it like hotcakes to a public that is increasing!) led up with television piograming and c ommercials, il the lin steieo broadcasters will do three things to help: 1. Broadcast fm stereo dining stoie hours. 2. Select fm stereo program material with care. 3. Mail a couple of copies of t helm stereo program gratis to every retail dealer in the station's listc'ning area, and continue to do so for the first si\ months of fm stereo broadcasting. Like all changes brought about by fundamental progress, fm stereo will require pioneering effort. ■ Sandwick's experience spans 32 years At the request of u. s. radio editors, Luther Martin Sandwick. via president of the Pilot Radio Corp., prepared this report on the anticipated impact of stereophonic broadcasting. His remarks theme many speeches which he delivers in all parts of the country. Mr. Sandwick has been an acoustics specialist since 1929. when he worked as salesman and then sales manager of ElectroAcoustic Products Div. of Magnavox, where he remained until 1941. He then operated L. M. Sandwick Assoc., Chicago and Washington, during World War II, making transcription reproducers, phonographs and audio-visual training aids for the armed forces. In 1951 he became v.p. of the Wilcox-Gay Corp., four years later joining Pilot Radio as sales manager and vice president. He's a native Californian, and lives now in Manhattan. He's a member of Sigma Alpha Epsilon and Phi Beta Kappa fraternities, and of the Sons of the American Revolution. He's long been active in Electronic Industries Assoc. work. U. S. RADIO/October-November 1961 53