Radio broadcast .. (1922-30)

RADIO BROADCAST- 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 $479 per dealer. All the dealers reported a total sales volume of $70,877,517.00. Each dealer hav- ing 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 individ- ual proportionate share of busi- ness only 98 per cent, over 1928, while the dealers selling from $5000 to $20,000 increased their proportionate share 175 per cent, and 17ft 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 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 in- creasing 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 merchandis- ing to compete successfully with his affluent competitor down the street. This survey shows def- initely that he is doing just that. The Bureau of Foreign and Domestic Commerce and Na- tional Electrical Manufacturers Association are doing a real service for the radio industry with their quarterly surveys. They deserve the fullest cooper- ation 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 pos- sibly 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 Business Done Dealers Reported Volume share for every per Dealer $1,000.000 of Sales reported Year 1928 TOTAL Under $1,000 1.000 to 5,000 5000 to 10.000 $ 479 2,534 6,823 13,418 29,336 65,542 251,048 6569 $70,877,517 10,800 LAST QUARTER, 1928 $ 901,143 f 445 2023 2950 809 10,000 to 20.000 445 6,877,067 5,478,925 6,095,173 2,331 6,772 13,697 $ 6.70 35.70 96.20 189.30 413.80 924.70 3,541.90 $ 11.70 61.38 173.80 360.80 Increase over 1928 74% 81 90 Limit* of Business Done No. of Dealers 20,000 to 50,000 50,000 to 100,000 100,000 and over 244 61 37 Sales Volume Reported 6,914,072 3,270,700 8,437,935 TOTAL 6569 $37,975,015 Average Each Dealer's Volume share for every per Dealer $1,000,000 of Sales reported 746.10 28,336 53,618 228,051 5,780 FIRST QUARTER, 1929 Under $1,000 1,000 to 5,000 5,000 to 10,000 10,000 to 20,000 20,000 to 50,000 50,000 to 100,000 100,000 and over 3511 2884 674 314 151 33 14 $ 1,432,029 6,352,552 4,563,041 4,164.852 4,215,360 2,304,741 2,506.660 TOTAL 7581 $25,539.660 $ 407 2,202 6,770 13,263 27,916 69,840 179,047 $13.368 1,411.90 6,005.20 Increase over $ 15.90 86.20 265.00 519.30 1,010.90 2,734.50 7,010.50 80 53 69 137',;,- 141 175 174 144 195 98 PERCENTAGE OF TOTAL NUMBER OF DEALERS IN GROUPS ACCORDING TO LIMITS OF BUSINESS DONE. 50 10000 TO 20000 20000 50000 OVER TO TO 100 000 500OO 100000 PERCENT OF TOTAL VOLUME OF BUSINESS DONE BY DEALERS IN EACH GROUP YEAR 1928 LAST QUARTER 1928 D FIRST QUARTER 1929 -in II -40 30 '20 10 UNDER 1000 1000 TO 5000 5000 TO 10000 10000 'TO 20000 20000 TO 50000 50000 OVER TO tOOOOO 100000 In these charts all raflio 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 sliotvs how the total business is divided among the dealer groups. AUGUST 1929 • • 207