The radio dealer (Oct 1922-Mar 1923)

60 THE RADIO DEALER March, 1923 List $0.75 DRY CELL TUBE SOCKET BIG SELLER The WD1 I Tube has converted numerous " Crystal " fans to the use of a Detector Tube. The 1 Yl volt tube requires a special socket. Hence the BIG DEMAND for this Genuine Bakelite Socket having springs of phosphor bronze. The special contact arrangement is a feature of the BRUNO 5 SOCKET Dealers and Jobbers Write Carlson Dunn Co., 26 No. Desplaines St., Chicago, 111. H. T. Wreaks, 13 08 Majestic Bldg., Detroit, Mich. S. H. Stone, 609 Chamber of Commerce Bldg., Pittsburgh, Pa. A. L. Handel, 2751 Detroit Ave., Toledo, Ohio BRUNO RADIO CORPORATION 152 West 14th Street New York, N. Y. THE LABORATORY TECHNICIAN SAYS: Audibility Plus Matching Perfect Volume Plus T-B-H PHONES SPEAK FOR THEMSELVES NO " FUZZ " OR " TINNY " TONE Aluminum cases 6 ft. Cord weight 12 oz. Type 6-A 17500 Turns (2200 ohms) Hard Rubber caps $7.00 Junior 16000 Turns (2000 ohms) Composition caps 5.00 Substantial Discounts to Jobbers and Dealers. THE TELEPHONE BOOK HOLDER CORPORATION Dansville, New York, U. S. A. District Agents: Central States Engineering Company Chicago. Illinois ASK OUR SERVICE BUREAU REAL DISCOUNTS TO DEALERS on the following well-known and standard products FROST GENERAL RADIO MASTER BALDWIN REMLER DAYTON KING ESTRU GREWOL UNITED RADI-UN LOOPS ALL TUBES IN STOCK Our new catalog will be out March 5th. Write for copy WERNES & PATCH MASONIC TEMPLE 159 N. STATE ST., CHICAGO, ILL. Your Store Your Best Ad {Continued from page 15} complete radio sets and parts exclusively. But many radio stores display only parts in their windows, thus conveying to the general public a false impression of their goods and their policy. Every wise dealer caters to two classes, to those that make their own sets and those that want them complete. The window that has a miscellaneous assortment of radio parts is certainly calculated to draw the trade of those already interested in radio. It will draw few others. It appears obvious then that such a policy unduly restricts the appeal of the dealer's windows. To devote all one's efforts to attract the custom of those alreadv interested in radio is to neglect the larger field of potential buyers upon which the broad appeal of radio should ultimately rest. The large mass of people today has heard of radio and is in a receptive mood concerning it. With the excellent broadcasting being done at present, and with the intrinsic interest that radio possesses, this receptive mood should easily be converted into radio sales. Most individuals can be carried over from the passive state concerning radio to active buying through the sight of actual sets and through hearing actual demonstrations. The window displays of the radio dealer should be the means for bringing the potential customer into the stores. This can be done by simplicity in window arrangement, above all. For the one great thing the dealers, and indeed everyone in the radio industry must combat is the idea that the art of radio reception is a difficult one to master. Simplicity of the arrangement of complete sets in the windows, is worth driving for. The arrangement of counter-displays deserves the same amount of thought as the window dressing. One of the questions that has to be solved is : In what part of the store are the radio demonstrations to be held ? Here the radio dealer can take a leaf out of the note-book of the fiveten or the department store. These stores almost invariably have their music departments at the back of the floor. The reason is that the music draws the customer toward the music, but in the process of advancing toward the department where music is being purveyed, the customer sees other merchandise. So, in the case of the radio store the customer conducted