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New lines offer new selling opportunities and greater profit possibilities
Radio lines for 1940 have been announced, and soon most dealers will be displaying and selling these new sets.
Several trends in the new models are pronounced, and will have an important bearing on how sales of the new models may be promoted. Smart dealers will capitalize on these design advantages.
In the main, console cabinet styling has been simplified, lines are cleaner, and the clash with tasteful furniture has been greatly reduced.
Automatic tuning has been refined and improved, and is almost universal. This will help clinch many a sale, particularly in the replacement of the older models.
Provision for the reproduction of television sound is common, and will go a long way in breaking down the "let's wait for television'' attitude which so many prospects expressed during the last two seasons.
HOME DEMONSTRATIONS EASY NOW
Most manufacturers have adopted the loop antenna, under a variety of trade names, for consoles, compacts and portables.
With installation costs thus reduced to a minimum, dealers may now freely promote home demonstrations, where the prospect cannot fail to see the better appearance, hear the better tone, and enjoy the easier tuning of the new sets in comparison with her own old console.
With the fear of obsolescence resulting from television removed, and with the greater values apparent, dealers who promote home comparisons by direct mail, phone and personal calls, should enjoy their best console sales in several years.
COMBINATIONS MORE POPULAR
Another very pronounced trend is to the radio-phonograph "combination" which is now being produced by every major manufacturer. These sets range from the little portable to the large automatic record-changer playing 10 or 12 inch records interchangeably.
With combination prices down to the former straight-radio console level, the potential sales of combinations and records is greater than ever before. Combinations should be promoted by displays, store and home demonstrations and featured in direct mail advertising. Combinations are riding a new wave of popularity. Alert dealers will take on records, to build store traffic, help sell combinations and record players, and cash in on the public desire for "the music they want — when they want it."
Record players, too, can be successfully promoted to the owners of latemodel radios, in the same manner as combinations.
Other factors in merchandising 1940 radios, are the models which fall between the typical consoles and table models.
Some of these are the familiar "chair-side" type, with and without record players.
This style makes no pretense to being anything other than what it is, but because of the convenience of operation, its public favor is increasing.
Others in this category, hide their identity as radios, in cabinets which
Novelty portables as handy as the Motorola Sporter will suggest many new
Consoles with provision for television, like the
RCA Victor model K-80 at left, will break
down the "let's wait" attitude.