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RADIO STARS
ANY news that takes a sock at ^ Old Man Depression is good news. That is just what we heard the other day when the Columbia Broadcasting System released its new survey on radio set ownership.
In these days of breadlines, moratoriums, and salary slices, you'd think people wouldn't buy so many receiving sets. But this survey shows just the opposite to be true. Remember the government census man who visited you in 1930? He asked if you owned a radio, didn't he? And you told him the truth — or did you? Anyhow, he discovered about twelve million receivers. This new investigation was designed to learn what had happened since his call. And the answer is — plenty.
Since 1930 almost nine million new receiving sets have been bought in the country. Of that total, almost five million have gone into homes that never previously owned a radio. And today's staggering total comes to seventeen million.
That's a crowd, isn't it? And that is the audience for which radio networks and advertisers are fighting with the best talent they can buy. Ed Wynn and Cantor, Jack
Pearl, Fred Allen, Burns and Allen and Bing Crosby . . . there's entertainment that can't be bettered. And the best part is that those seventeen million sets pick it all up — absolutely free.
Yowsa! Interest in radio is climbing steadily. Now let's look at some of the new sets on sale.
AN automatically tuned model is being featured by the Zenith Radio Corporation, 3620 Iron Street, Chicago. It is called the Zenith Model 420 (Open) and sells for $145.00 complete with Zenith quality tubes. It's a ten-tube set including the latest type new tubes and three of the new seven-prong tubes. The automatic tuning feature is a honey. All you have to do is touch a button and in comes the station you want. Notice the picture above. The door is open showing the tuning buttons. There are other good features, too. There are two large dynamic speakers, full range tone control with visual indicator, between station noise suppressor, image rejection circuit, oversize power transformer.
Another good looking and (Continued on page 41)
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By CORDON S T A R R E T T