Radio Broadcast (May 1929-Apr 1930)

HOWARD W. DICKINSON writes on — the Dealer Can Improve His Point of View The author of this article, Howard W. Dickinson, is a merchandiser of the widest experience. For many years he was executive vice-president of the George Batten Company, one of the best known of our advertising agencies. Here, he was in constant touch with business problems in a wide variety of fields, notable among which was radio. While connected with Batten, Mr. Dickinson among others was in charge of the advertising account of the DeForest Badio Company and the Cliquot Club Ginger Ale Company. The famous Cliquot Club "Eskimo" program was begun by him and his experience with radio matters goes back into the early history of the business. Mr. Dickinson is now spending his entire time in writing about his special field of knowledge — merchandising — and his articles appear regularly in Printers' Ink, Advertising and Selling, and many other general publications. He is the author of two books, The Primer of Promotion and Crying Our Wares. When Mr. Dickinson writes about radio merchandising, he knows whereof he speaks and we are sure his articles will be read with the widest interest.— THE EDITOB. SELLING THE ROMANCE OF RADIO ■llll^. "ipF i were to be asked what one thing the M radio retailer needs most of all to help him ^KH \ in his business, I should say a great increase '' ^RBIf 'n a^'uty t0 gloat a bit, nicety of course, j I ■ over the importance of his business and the Jllk wm. charm of the things which he sells. He is very practical and scientific. It may pay him immensely to learn the art of telling some of the true fairy tales which his industry is full of. Maybe someone else can tell you the proper relation between inventory and annual sale. I can't, and I am not sure that anyone else can in exact terms. Somebody else may tell you a whole lot more about window display than I can. I only know when I like to look at a show window. I have found two types of windows that I like to look at. One is the kind that is filled up with tools or other things which interest me. The other kind is where genuinely artistic effects of color and form demand attention and admiration. Beautiful as the second kind may be, I am apt to be just entertained by it, while the display of real things often compels me to go in and buy. A combination of the two is irresistible. The Average Dealer's Viewpoint I have been in many a radio shop. I always feel as if the proprietor or even the man behind the counter is my superior in one very important respect. He knows a great deal about a very interesting subject of which I know but little. He is a magician to me. He deals with one of the most fascinating and delightful fruits of scientific magic. What is a mystery to most of us is an open book to him. He knows the fascinating labyrinth of wires and coils. He knows how the tiniest force imaginable is caught, focussed, and amplified. He knows the multiple function of the vacuum tube. And he calls it all a "Hook-Up." Respect and admire him as I do, I am a little bit ashamed of him too. I do not dare to voice my enthusiasm to him. He looks so sophisticated and practical. He seems to be selling diamonds by the pound and not by their lustre and quality. He seems to have left me to pick up the romance of radio wherever I will — if I do pick it up at all; he is willing to sell me a machine. The Radio Dealer s Position Now i am supposed to be an advertising man, a practical chap, and one might wonder why I talk like this. In this article, and the few which may follow it, I want to help make a better salesman out of the radio retailer. So far, it seems to> me, he has been pretty much in the position of the coffee and sandwich man just outside the gate through which a hungry crowd is pouring. He hasn't been obliged to sell for he happens to have things which people wish to buy. There is a difference. The radio dealer has been a purveyor to actual demand. He hasn't been compelled to stimulate general demand as have merchants in many lines. For example, how many radio dealers make the slightest effort to help sell broadcasting itself or give the slightest thought to the matter of helping people to enjoy radio. Look in the window of an office for selling transportation over the Great Northern or the Canadian Pacific. Get their folders and you are treated to wonderful views of Glacier Park or the Canadian Rockies — things to see and the fun of seeing them. Radio broadcasting is full of interesting things and interesting personalities. You are in a fascinating and romantic business. Why not make that fact pay you bigger profits by • JULY • 1929 • • 133