Radio Broadcast (May 1929-Apr 1930)

RADIO BROADCAST SHARE OF TOTAL SALES ACQUIRED BY EACH DEALER IN THE VARIOUS GROUPS FOR EVERY $1,000,000 OF TOTAL SALES. dealer acquired in the various groups, to the total business done. Table III illustrates our point. Table III reads: 1368 dealers reported a sales volume of $655,308 or an average volume of $h79 per dealer. All the dealers reported a total sales volume of $70,877,517.00. Each dealer having a sales volume under $1000 therefore got $6.70 of each million dollars of business reported. This analysis shows that the dealers having a volume for the first quarter of 1929 in excess of $100,000 increased their individual proportionate share of business only 98 per cent, over 1928, while the dealers selling from $5000 to $20,000 increased their proportionate share 175 per cent, and 17 U per cent., respectively. The slightly above average dealers doing between $50,000 and $100,000 a year show the greatest increase — 195 per cent. These figures demonstrate, therefore, the soundness of our conclusion at the beginning of this article that the smaller 3.000 o UNDER 1.000 5000 10.000 20.000 50.000 OVER 1000 TO TO TO TO TO iOO.OOO 5.000 10.000 20.000 50000 100.000 DOLLARS The way in which the average dealer of various classifications (grouped according to limits of business done) shares in the total sales of the industry is shown in this chart. volume dealer is not only increasing in number but is getting a more equitable share of the total business. Sales managers of radio manufacturers should act accordingly. The smaller radio dealer selling standardized, nationally advertised radio sets is in a position by proper merchandising to compete successfully with his affluent competitor down the street. This survey shows definitely that he is doing just that. The Bureau of Foreign and Domestic Commerce and National Electrical Manufacturers Association are doing a real service for the radio industry with their quarterly surveys. They deserve the fullest cooperation from every radio retailer receiving a request from them for information. It is well known that government surveys are prepared in such a way that individual firms cannot possibly be identified and radio retailers should not hesitate to cooperate to the fullest extent of their ability. TABLE III Limits of No. of Sales Volume Average Each Dealer's Increase Limits of No. of Sales Volume Average Each Dealer's Increase Business Done Dealers Reported Volume share for every over Business Done Dealers Reported Volume share for every over per Dealer $1,000,000 of 1928 per Dealer $1,000,000 of 1928 Sales reported Sales reported Year 1928 20,000 to 50,000 244 6,914,072 28,336 746 . 10 80 Under $1,000 1368 t 655,308 $ 479 $ 6.70 50,000 to 100,000 61 3,270,700 53,618 1,411.90 53 1,000 to 5,000 2765 7,009,117 2,534 35.70 100,000 and over 37 8,437,935 228,051 6,005.20 69 5,000 to 10,000 1066 7,273,779 6,823 96.20 TOTAL 10,000 to 20,000 629 8,440,406 13,418 189.30 6569 $37,975,015 5,780 20,000 to 50,000 506 14,844,306 29,336 413.80 50,000 to 100,000 142 9,307,050 65,542 9 24.70 First Quarter, 1929 100,000 and over 93 23,347,551 251,048 3,541.90 Under $1,000 3511 $ 1,432,029 $ 407 S 15.90 137% TOTAL 6569 $70,877,517 10,800 1,000 to 5,000 2884 6,352,552 2,202 86.20 141 5,000 to 10,000 674 4,563,041 6,770 265.00 175 10,000 to 20,000 314 4,164,852 13,263 519.30 174 Last Quarter, 1928 20,000 to 50,000 151 4,215,360 27,916 1,010.90 144 Under $1,000 2023 $ 901,143 $ 445 . $ 11.70 74% 50,000 to 100,000 33 2,304,741 69,840 2,734.50 195 1,000 to 5,000 2950 6,877,067 2,331 61.38 71 100,000 and over 14 2,506,660 179,047 7,010.50 98 5000 to 10,000 809 5,478,925 6,772 173.80 81 10,000 to 20,000 445 6,095,173 13,697 360 . 80 90 TOTAL 7581 $25,539,660 $13,363 PERCENTAGE OF TOTAL NUMBER OF DEALERS IN GROUPS ACCORDING TO LIMITS OF BUSINES'S DONE. 20000 TO 50 000 50000 OVER TO 100000 100000 PERCENT OF TOTAL VOLUME OF BUSINESS DONE BY DEALERS IN EACH GROUP YEAR 1928 LAST QUARTER 1928 FIRST QUARTER 1929 30 10 UNDER 1000 1000 TO 5000 5000 TO 10000 10000 ' TO 20000 20000 TO 50000 50 000 OVER TO tOO 000 100000 In these charts all radio dealers are grouped according to limits of business done, i.e., under $1000, $1000 to $5000, etc. The chart on the left shows the percentage of the total number of dealers in each of the seven groups and the chart on the right shows how the total business is divided among the dealer groups. • AUGUST 1929 • • 207