Radio age research, manufacturing, communications, broadcasting, television (1941)

widely distributed to leaders in the fields of advertising, selling and marketing. According to the booklet, progres- sive management can profit in four vi'ays from the use of video. The store may operate a complete tele- vision station, broadcasting enter- tainment and educational programs, to extend the firm's prestige and add to the force of its advertising. The second way is to operate a fully equipped studio within the store itself, televising fashion shows, product displays and demonstra- tions, which could be delivered by a wire link to a local sight-and-sound transmitter and televised from there as regular commercial pro- grams. The third use of television, sug- gested by the booklet, would be in the form demonstrated at Gimbels where the television system is lim- ited to the store itself for the pur- pose of making additional sales to .shoppers already there. And final- ly, the brochure points out, the ex- hibition of television in action would create a market for home television sets which the store could supply in the same way that it mer- chandises radio receivers and house- hold appliances. Gimbels - Philadelphia speculated on the possibility of national adver- tisers sharing some portion of the cost in intra-store television. Stat- ing that there are enough national advertisers to "provide either scripts or films to be used in video productions to reduce cost of pro- duction," the report said these ad- vertisers could pay for time on the television system as they now pay for space in newspaper advertise- ments appearing under the store's name. "This," the store said, "would make it possible for the expense of a television system to be self- liquidating." TWO OF THE FIVE EYE-CATCHING WINDOW DISPLAYS WHICH ATTRACTED THOUSANDS TO THE DEMONSTRATIONS OF MERCHANDISE AT THE TWENTY "TELESITES" WITHIN THE GIMBELS STORE. "RCA REVIEW" RESUMES Publication of "The RCA Re- view" will be resumed in March, according to Dr. C. B. Jolliffe, Ex- ecutive Vice President in Charge of RCA Laboratories. The Review has been suspended since April 1942 be- cause of the ban placed at that time on the distribution of technical in- formation related to war produc- tion. George M. K. Baker, staff as- sistant to Dr. Jolliffe, will be man- ager of the quarterly publication. Editorial and business offices will be at RCA Laboratories, Princeton, N. J. First published in July, 1936, for the purpose of presenting research and development activities and ac- complishments of RCA engineers, the Review became widely recog- nized in radio and electronic fields. Purposes of the new "RCA Re- view" will be, for the most part, ac- cording to Dr. Jolliffe, similar to those of the earlier editions: To pre- sent for all scientists and engineers interested in electronics and related fields the latest information avail- able from RCA activities as they affect the advance of electronics as a science, an industry and a service; to maintain a continuous perma- nent record of important RCA re- search and engineering advances in electronics and related fields; to provide RCA authors with a readily accessible journal of high prestige through which they may px'esent re- search and engineering treatises, significant executive and manage- ment papers, with the assurance that such papers will receive the attention of outstanding scientists and engineers as well as others in- terested in the fields to which they pertain, and to maintain the pres- tige of the Radio Corporation of America, its companies and divi- sions in research and engineering by presenting written evidence of RCA achievements. Mr. Baker was graduated from Annapolis in 1939. During his ac- tive service with the Navy he pre- pared manuals on various phases of electronics and most recently was attached to the staff of Admiral Nimitz as the Pacific Fleet Radar Countermeasures Officer, with the rank of Lieutenant Commander. [RADIO AGE 29]