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6/5/37
turned out during the first quarter of 1936, thus extending the rise from the all-time peak recorded for the latter year. According to Radio Today, complete figures reporting all radio sets built by licensed radio manufacturers in 1936 totalled 8,248,755, an increase of 36.9 percent over the 6,026,031 in 1935, the previous record high.
"National advertising broadcast has continued to advance, the $6,345,000 set down for March, 1937, marking the forty-second consecutive month that the total has been larger than that for the comparative one of the year preceding. This brought the total for the first quarter to $18,120,000, a new high for the period, as it exceeded 1936 by 21.4 percent, 1935 by 30.1 percent, and 1933 by 114, 4 percent. For 1936 a peak was established at $57,761,000, an advance of 22.3 percent over the previous high set in 1935,
"In spite of the recession in January from the high total of December, retail sales of radios during the first four months of 1937 ranged from 20 to 40 percent larger than during the comparative 1936 period. In some districts April sales nearly were on a par with last December’s level. The usual lull in May was broken by the demand for combination sets, induced by the Coronation festivities in London, June distribution doubtless will lag, as purchases will be deferred, awaiting the display of the new 1938 models.
"Most of the sales have fallen within the $50 to $70 price range, with the well-known makes in the greatest demand at $100. Some retailers have more than doubled last year’s sales of combination radio-phonograph sets. Demand for battery sets has started to wane, as farmers are replacing these with electrically-operated units, as the rural electrification move¬ ment spreads. While more than 50 percent of the receivers were sold on the installment plan, cash purchases were numerically the largest since 1929 *,
"Outstanding in the features of the 1938 receivers will be the larger number of models to employ the dialtype automatic frequency control for easy, accurate tuning. In tube equipment, some manufacturers are including, with the metal types, glass rectifiers and glass poweroutput tubes. Many of the unnecessary gadgets will be eliminated, because of the increase of about 15 percent in manufacturers’ costs, due to higher wages and material prices.
"Current price trend is upward, and any future revi¬ sions doubtless will be in the sane direction. Sets at retail now cost from 5 to 12 percent more than a year ago, or an average of about $5. The new 1938 models are expected to range from 15 to 25 percent higher than last season’s merchandise, due to the advanced costs of steel, lead, zinc, copper, lumber, labor, and additional taxes.