Radio broadcast .. (1922-30)

54 Radio Broadcast THERE ARE NO PHONOGRAPH 'AMATEURS THAT the great vo ume of parts sold is a peculiar condition of the radio industry is evident from a consideration of a more or less parallel line, the talking-machine business. Of all the thousands of talking machines in use, probably less than a fraction of i per cent, have been constructed by the users. This is in spite of the fact that talking machine parts are available in almost as great profusion as are radio parts. Complete talking machines can be constructed for considerably less money than complete radio sets and with a much greater certainty of satisfactory operation. As far as can be learned, there has never been a class of amateur phonograph constructors, and in their absence information regarding the construction of phonographs was not general. As a result there was never the demand for parts which exists in the radio industry and the sales of phonographs were confined almost exclusively to complete instruments. A consideration of the above facts is necessary in order to obtain a true picture of the radio situation of to-day and in all probability of the radio situation of the future. Unquestionably from the angle of the public, manufacturer and dealer, it would be far better to have radio sales confined entirely to complete sets. There are two good reasons for this: 1. If the demand was confined to complete sets, the production of complete sets would increase, with a consequent decrease in manufacturing cost and cost to the consumer. 2. The public would be assured of obtaining a receiving set which would give satisfaction — which is not always the case when the unskilled amateur attempts to construct his own set from parts. Be that as it may, the facts of the case are that radio material will always be purchased in two clearly defined ways — as complete sets, and as parts for assembly. DIFFERENCES BETWEEN THE RECEIVING SET AND THE PHONOGRAPH WITH these facts before us, let us see what is the best method by which the apparatus can be placed before the public. No matter from what angle radio is viewed, whether it be complete sets or parts, radio apparatus is apparatus of a technical nature. There are so many different factors entering into the operation of a radio set, that to compare it with a phonograph would be foolish. A phonograph is a purely mechanical device which has been simplified so that it contains but few parts. It can be easily set into operation, and once operating will give practically no trouble. The phonograph will operate equally well regardless of location. You know what you can expect of it, anywhere, anytime. The sale of a phonograph is consequently a pure selling job, where the appeal can be made purely on a price or quality basis and positive assurance given the customer that the machine will operate properly. The sale of a radio set is essentially different. 1. The customer has to be sold the idea of radio, its advantages, and whv he should supplement his phonograph with a radio set. 2. The customer cannot be positively assured that the radio set will work perfectly in the location in which he desires to have it installed. The installation of the set is frequently requested by the customer, and a great many times the sale cannot be made unless installation can be undertaken by the dealer. 3. The installation of a radio set, while it has been considerably simplified since the advent of radio broadcasting, still is infinitely more complicated than the installation of a phonograph. To a person familiar with the installation it is a comparatively simple problem; but to be successful a dealer requires a more or less trained personnel. 4. Radio sets require a certain amount of maintenance which the purchaser naturally looks for through the source from which he purchases the radio set. This service, it is true, may be charged for; but again this requires trained workers. With these facts in mind, let us consider which class of merchant serving the public at the present time is best fitted to carry on the sale of radio material. It has been clearly demonstrated that the accepted method of distribution, by means of distributors and jobbers, may be successfully applied to radio material. The following channels through which purchases may be made by the user are available: 1. Hardware Dealers 2. Department Stores Phonograph Dealers Electrical Dealers Special Radio Stores Consider separately the five different sales channels listed above: