Radio today (Apr-Dec 1939)

Merchandising Is an Art (Continued from page 18) Most of these factors seem rather obvious to most dealers, and other things such as "40 off," the "discount houses," and surplus liquidations seem of more immediate importance. They only seem so. So many dealers have spent so much time "minding the other fellow's business" that they have actually lost much of their sense of proportion, and these other questions seem to be more important because everyone is talking about them, while your own merchandising problems never demand your attention. In future issues each factor in the merchandising of your business will be made the subject of a detailed.' authoritative article. These will provide you with a "check list" against which you may compare your own business operation, will give you much to think about, and provide you with many of the answers to many of your problems. That they will take you to the hoped-for destination of your business is too much to expect, but that they will be accurate signposts to point out the right road to follow, we promise you. CAP SAYS The replacement market peach is ready to he picked. According to the New York Herald Tribune which has just completed a reader survey in the N. Y. metropolitan area, of the homes in that re H. L. M. Capron, Merchandising Editor AtV.i per cent own two or more radios 7/10 per cent own no radio. The average age of readers' radios is 4.4 years, while 14.1 per cent were 2 years old l.r>.6 per cent were 3 years old 7.8 per cent were over 10 years old, and almost half these multiple-set radios were bought two years apart. or less. Again. 22.2 per cent expect to buy a radio this year 13.4 per cent expect to buy a radio next year Here is statistical proof of the vast replacement market, which is just craving to be told all about the newsets, and why these people should buy these new sets now, from alert, sincere dealers. More than ever, with the public willing and able to buy, with manufacturers packing their products with sound "buy appeal" the individual dealer's success will be in direct proportion to his sincere, creative selling effort. IIUIIIIIIIIIIIIIIIIIIIIIIII are YOUR GUARANTEE of Battery Satisfaction and Profit —and here is the inside story Burgess led with battery quality — years ago when all sets were battery operated. And, later too, when commercial equipment had to have dependable portable power. And NOW Burgess Batteries— actually manufactured in the Burgess factories—have profited by these years of experience. They more than meet modern service requirements. Here are construction details of two important portable batteries in the complete Burgess line. No. 4F The Burgess 11/2-v dry "A" battery. Rated 40 watt-hours. 1 . Efficient cells of heavy drawn zinc. 2. Outer case sized to resist moisture. Heat welded. 3. Absorbent inner lining. 4. Welded plate, making rugged positive connection. 5. Socket prongs individually insulated with pure gum rubber. No. B30 The Burgess 45 -volt "B" battery. Weight 3 lbs. 1. Rugged outer container. 2. Duplex socket — fits both small 3 prong plug and large R.M.A. plug. 3. Moisture-proof insulated cell partitions. 4. Moisture-proof inner container. 5. One-piece drawn seamless zinc cans. 6. Inner sealing compound reinforces battery and connections. Business in portables is great! You'll be selling more batteries this season. It will be profitable business if those batteries give satisfactory service. Stock and sell dry batteries by Burgess. They're light in weight, small in size, LONG in service. What's more, they are your guarantee of satisfaction and profit. Send coupon for information. BURGESS Batteries for Portables 1 i Company. Address-. JULY, T939 2 5