Radio today (Jan-Mar 1939)

ELECTRICAL FLASHES Optimism runs high — Many boxes need replacement Crosley, Frigidaire, Gale, Philco announce refrigerators PREDICT 25% RISE IN '39 FOR ELECTRICAL INDUSTRY In 1939 the electrical manufacturing business will be up about 25 per cent, predict W. J. Donald and E. C. Hughes of the National Electrical Mfrs. Assn. Low inventories in appliances, increasing replacement sales and the trend to more business in every line are among the contributing factors. More export trade to South America and Europe is expected, and the new defense program is certain to help the industry, NEMA points out. Also, many plants have stalled off modernization as long as possible. Now, they must buy. MANY 'BOXES' NOW OBSOLETE, RESEARCH MAN DECLARES There is a very good market for the replacement of obsolete refrigerators, Arthur Hirose, director of research for McCall's Magazine, told a StewartWarner convention in Chicago recently. Mr. Hirose pointed out that a Scripps-Howard survey of 16 U. S. cities showed 26.4 per cent of the automatic refrigerators to be five or more years old, and almost 15 per cent to be seven or more years old. No national figures exist on this situation, but an estimate at the beginning of last year fixed 11,271,000 electric refrigerators in use. Since 12, 1939 GALE REFRIGERATOR 398,476 refrigerators have been sold since the beginning of the industry, this indicates that only 1,127,476 replacements have been sold. The McCall man cited the drawbacks of the older boxes; small capacity, waste of electricity, in some cases amounting to 2 to 7 times as much as present models; inconvenience of arrangement, noisy operation. Any one of these is sufficient reason for a replacement, Mr. Hirose concluded. LOW-PRICED SHELVADOR ANNOUNCED BY CROSLEY New name, new improvements and features of the 1939 Gale refrigerator. New, low-priced Shelvadors, aimed at the small income bracket, were introduced by President Powel Crosley, Jr., at Crosley Corp.'s recent convention in Cincinnati. Known as the special line, the new models augment the regular and de luxe 1939 Shelvadors. At the same time an 8-cubic foot model and a 7 ft. super de luxe two-temperature model were announced as additions to the regular and de luxe lines. The new special models come in four sizes. They are priced at $99.50 for the 3-ft. model; $112.50 for the 4ft.; $122.50 for the 5-ft.; and $132.50 for the 6-ft. All have the Crosley Shelvador feature, and are powered with the hermetically-sealed Electrosaver unit. The Special Line rounds out the picture for the Crosley dealer by giving him four complete series of feature and price brackets. FRIGIDAIRE'S 'COLD WALL' An entirely new principle to keep vegetables and other perishables better is incorporated in the new 1939 Frigidaires. Known as "Cold Wall," the device permits a humidity of 85 percent, and as high as 97 per cent when the hydrator pans are used. Not only does it keep food without drying it out, but left-overs can be placed uncovered in the refrigerator, Frigidaire claims. Tests have proved that this makes it possible to keep the most delicate vegetables for days without end, Frigidaire's engineers say. Other features are a new meat Frigidaire's Cold Wall is divided into 2 sections by a glass shelf. tender, designed to keep meat better, and a simplified control known as Unimatic. Improvements in the compressor and in cabinet insulation have cut operating costs 3 to 15 per cent, the maker states. MORE "QUICK SPACE" IN NEW PHILCO REFRIGERATORS From a nation-wide survey Philco found the housewife's most pressing need to be more space, quickly available with no groping. Evinced by this fact, is the Conservador's new "innerdoor" which gives 26 per cent more quickly-usable space by separating the front and back of the refrigerator. This places the foods the housewife uses most often within easy reach. The survey also showed the most common foods stored in the refrigerator, and suitable space was provided for these. The G-E 1939 spring road show "Get Over Into Clover" will play one night stands for jobbers and their dealers in 50 key cities. The show is made up of scenes played by professional actors and a motion picture. February, 1939 33