Radio today (Apr-Dec 1939)

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Newest radio sales sensation Hits a longlatent public desire — but must be promoted! When the public's latent demand for a radio which would "play anywhere" was satisfied about a year ago, sales of the battery portable started to zoom, and they continue their dizzy skyward pace now. When this demand will reach its peak, and how far it will penetrate into the market, no one knows. But of this we are sure: The next two months — traditional vacation time — should see the largest demand so far. BATTERY PORTABLES ARE "PLUS SALES" Battery portables do not take the place of other radios; they are distinctly "plus business." Great as the demand is, sales can be stepped up still more. Dealers should not fall into the "order-taking" habit, just because sales are good. Now is the time when sales promotion effort will produce the largest return. There has been but little consumer advertising. Thousands upon thousands of people yet do not know how convenient and inexpensive these battery portables are. The vacation trek to the San Francisco and New York fairs, to the National Parks, the beaches and mountains, will be greater this year than ever before. Now is the time to tell your customers and your prospects, by direct mail, by window displays, and by street demonstrations, about this newest radio companion. As these sets are used more and more, a profitable battery replacement business can be built up, too, to bring people into your store and expose them to your new home set displays, and their "buy appeal." For the younger folks and your other record buyers there are selfpowered radio-phonograph combinations, and even portable socket powered radio-phonographs with automatic record changers. DRAMATIZE THE PORTABLE The uses of the self-powered sets are so many that they should be dramatized as well as the portables themselves. So many people will overlook the battery portable alone, that directmail and window displays should indicate the many uses of the sets, for beach, picnic, office, train, bus, hiking, boat, car, fishing, camping, lake cottage, mountain cabin, sports, porch, garden, country club, hotel or hospital. TURN STOCKS FAST Every important manufacturer is now producing at least one battery portable. They all look good, some better than others. In buying, keep your stock as small as is consistent with a good assortment of sizes, shapes, and prices. You can't have them all, so keep your investment down, your stock turning fast, and watch out for those sets with non standard battery complements. Your customers will be plenty peeved if their batteries run down too soon, or can't be replaced wherever they may be. Most manufacturers and dealers expect the demand for battery portables will continue through the winter, but all agree it is the "manna from heaven" the trade has been hoping, for during the next few months at least. Dramatize the story of the battery portable, and cash-in to the fullest degree on this new business opportunity. Haynes-Griffin, N. Y. City, offers buy-appeal with a single portable in a use-suggesting background. 22 Dealers can make dramatic demonstrations with this 35^-lb. Majestic. RADIO TODAY