Radio today (Jan-Mar 1939)

A CHECK LIST FOR 1939 Ten Cardinal Points of American Radio Selling Go out and set the business. Demonstrate in the home. Follow up former customers (or new sales. Cooperate with manufacturers in newspaper advertising. Use the mail to send out circulars, booklets. Have an attractive, clean store,courteous staff. Keep attractive displays in your show windows. Offer installment payments on higher-priced sets. Use service calls as openings for receiver selling. Sell programs, tone quality, convenience— not technical details. and national advertising of manufacturers will also feature the drive. Preliminary plans for the campaign were worked out by Sayre Ramsdell, Frank Mullen, and Bond Geddes of RMA and Neville Miller and Ed Kirby of NAB. Long-talked-of, this is the first concrete plan for boosting radio set sales and radio listening in mutual cooperation. For the past several years. Radio Today has employed a similar plan. Its editor, Dr. O. H. Caldwell has gone on the air with industry messages more than 150 times, outlining new models, new radio improvements, urging listeners to have their sets checked up so that they may hear programs better. Aids entire industry Viewed from the broadcaster's, the manufacturer's or retailer's viewpoint, the cooperative drive is an important thing. It will stimulate interest in new radios, will make the public realize the value of the American system of radio, and will focus attention on outstanding programs. Everyone in the radio industry of course benefits from this. Increased interest in programs means more set sales, and that means more listeners. All along the line, manufacturer, wholesaler, retailer will benefit. The serviceman will have more installations, and since the drive will stress quality reception, listeners will call in service experts to fix up their present sets. And this in turn leads to new sales. More and better-satisfied listeners provide a stronger selling punch for broadcasting stations interested in stepping up the sponsor list. . . . And so it goes on the round robin, which radio folk have failed to realize for all too long. But now, it's full speed ahead ! 'A B C OF RADIO Entitled -'The ABC of Radio," a brochure issued by the National Assn. of Broadcasters tells graphically and simply the story of American radio. It is designed as the first piece of literature in the drive by manufacturers and broadcasters "to use radio to sell radio." Retailers will be furnished with this and other informative booklets for distribution to their customers. Beginning with a simplified explanation of the technical end of broadcasting and reception, the brochure describes the history of U. S. broadcasting, tells how wavelengths are allotted. It also includes a paean of praise for the freedom of American radio and points out the incalculable value a radio set is to the average family. FIT THE ROOM WITH A PERIOD RADIO "When people of artistic discrimination buy a radio, above all be sure the cabinet stays in harmony with the room," is the advice of H. L. Weisburgh of Mersman Bros., makers of Brunswick radios. "It is important to match any room in an authentic design. This is easily done by remembering that if the customers furniture is 18th century, any other 18th century cabinet will fit in perfectly, whether it be English or French. Swedish Modern is also being used with this group by many decorators this year." The best style sellers are Sheraton, Chippendale, Adams and French Provincial, counsels Mr. Weisburgh.' Duncan Phyfe is always good. But beware of Early American pieces in the middle West or West, as they sell well only in the East, especially New England and Virginia. Many of the women's magazines are now featuring period radios in their columns, appealing to those who want their radio to be a fine piece of furniture. A tie-in here should be easily accomplished. h ** I 1 VT-^ V J COMPtTf «T L^* > #* >o ,^>^\ St "VICING ^ ^ AND V J LISTENING PUBLIC 27,500,000 HOMES WITH RAt RADIOS Adapted from the first issue of Radio Today, September 193 February, 1939