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BUYING HESITANCY REACHED LOW SAYS KLUGH
Buying hesitancy has, in the opinion of Paul B. Klugh, Vice-President of the Zenith Radio Corporation, reached its low ebb and from now on we should all see an increase in radio sales.
"Too many sets have seen the end of their usefulness, and the public will not do without radio", Mr. Klugh declared in announcing the Zenith line for 1933-3.
"There are over five million electric midget sets in the homes of American people today. Easily one-half, or two and a half million, of these owners want standard electric sets. Of the four million battery operated sets, one-fourth, or one million, are being used in homes with electric current and, therefore, can be sold standard electric sets. There are approximately five million obsolete electric sets and another six million wired homes without any radio, all of whom can be sold new radio receivers a total market today for fourteen million receivers. This is a tremendous market.
"A country-wide survey made of dealers' stocks shows the smallest inventory of radio sets since radio became a real business. These dealers must have up-to-date, standard, well-known radios. Their demands will be felt at an early date.
"A few years back, Zenith built and sold radios for which the customers paid as high as $2,500. Contrast those days with the new prices of our new line from $49.95 to $184 tax paid. and they are better radio sets than we have ever built. So definitely are they better that we invite anyone to name a single demonstrable improvement known in radio which is not found in the Zenith 1932 line, and we further challenge anyone to name a radio line which contains all the improvements found in our Zenith 1932 models.
"I could not conceive three years ago by any stretch of the imagination that Zenith would ever build a quality radio set and sell it in a console at about $60 nor an automatically tuned radio set with the exclusive 1 Press the button, there's your station,'' feature selling around $100. Nor could I, nor any of my associates, foresee that the standard system of discounts to jobbers, which we ourselves inaugurated many years ago, would ever be lengthened as we have lengthened them today.
"Of course, trading up in itself is not the only solution. The past three years have played havoc with a number of manufactur¬ ers. Distributors and dealers have taken on radio lines only to find, a few months later, that the manufacturer has gone out of business, liquidated, or dropped radio from his manufacturing pro¬ gram. This has caused tremendous losses on inventory. I say, therefore, that more distributors and dealers today are looking for permanency and stabilization than ever before and that is one important contribution to a return of radio profits. Radio manu¬ facturing is fast being shorn of a racketeering atmosphere. The