Radio today (Jan-Mar 1939)

Radio's Master Encyclopedia Buyers, retailers, spec writers, manufacturers of radio and allied products, will find much of value in United's new catalog. Described as a combination reference book, buying guide and sales catalog, it contains listings, illustrations, specs, and prices of parts and equipment. Its condensed form adds to the ease of finding desired information. More than 600 pages make the book over an inch thick. $2.50 in U. S. A. postpaid; $3.00 elsewhere. United Catalog Publishers, Inc., 258 Broadway, New York, N. Y. — Radio Today. Bargain tickets to N. Y. World's Fair Mr. William S. Paley, Chairman and President, Columbia Broadcasting System, has been appointed sponsor of New York World's Fair advance ticket sale to the radio industry. Four types of bargain tickets are being offered including: Souvenir Books containing five general admission tickets and six concession admission tickets. Face value: $5.40. Sales price: $3.75, available during the advance sale only; non-transferable season ticket with identifying photograph for $15.00, entitling owner to unlimited admission; non-transferable twenty admission ticket with identifying photograph for $7.50, advance sale only; children's non-transferable season ticket with identifying photograph salable to children between three and fourteen years of age, including high school students, at $5.00, entitles the owner to unlimited admissions. Selling Up (Continued from page 22) convinced that their radio is as much an investment as their furniture. "Department stores and furniture houses are educating the public to furnish homes in 18th Century, Swedish Modern, or some other distinctive style. That's their job. Show your high priced market that ugly sets aren't artistic, aren't practical. That's your job !" concludes Mr. Weisburgh. To attract the rather neglected "connoisseur" Sparks-Withington Co. is promoting "Limited Editions" models which bid fair to take midget radios out of the low-profit field. Rare woods such as Brazilian Rosewood, Satinwood, mahogany and walnut to feature beauty, and limited production to make them exclusive, are the merchandising angles used to stimulate sales and more attractive profit. "It is our opinion," states H. R. Wall of Sparton, "that women make most of the purchases of small radios which would, if distinctively styled, be placed in conspicuous locations in the home. Assuming that their purchase of a radio is similar to that of a hat or coat (where they desire to have something different), our 'Limited Editions' plan will give the purchaser a pride of ownership, not ordinarily realized. "In selling a five tube superhet, in a rare wood cabinet, the dealer is afforded an excellent sales argument. He has only a, limited number of these radios for his area. Since it is only human nature to want that which is rare, it means real selling power. By using a special display and a booklet giving the salient features of each set, a dealer may give the consumer added value and achieve a larger margin of profit." Many dealers are saying that it's easier to sell down than to sell up. There's logic in this and no one knows it better than the clothier. When he puts a beautiful suit of clothes on you "just for fit" he knows you'll be disgusted with the cheaper suit you came in for. The same thing applies to expensive radio sets and refrigerators, says Mr. McLaughlin of J. E. Fitzgerald Co., Union City, N. J. He starts selling price items "on the street" by window displays of his manufacturers' best items, then follows it through by devoting almost his entire space inside to the biggest and best. When Mr. McLaughlin was asked what he thought of business indications in '39, "I'm still happy about '38," he replied. All in all, the concerted opinion of radio dealers seems to be, "It's hard work to sell up, but brother, it's worth it!" TAKE IT WITH YOU Position of Antenna for Coast-to-Coast and foreign reception. ■ > Licensed by R.C.A. Territories Available for Distributors and Dealers A PRACTICAL Portable RADIO. Operates on 110 VOLTS A.C. SELF CONTAINED BATTERIES USE IT ANYWHERE the home, office, hotel or wherever s available. Also a real companion for all your outings — fishing, hunting, boating, camping, etc. PORTABLE "55" TWO RADIOS IN ONE Here are a few of the features that make it the most outstanding Portable Radio on the market. Low cost operation — uses 4 flashlight cells and two small 45 volt B's, (battery life, exceptionally long). Also operates on 110 Volts A.C. Automatic cut-off switch completely disconnects batteries when used on A.C. Directional Loop Antenna, adjustable for maximum signal and minimum noise. Write immediately for full particulars on this new and unusual type of portable radio. SETCHELL CARLSON, Inc. 2233 UNIVERSITY AVE. ST. PAUL, MINN. "PI^VCOR" Rotary Converters Provide the most dependable means for converting direct current to alternating current. Particularly well adapted for operating radio receivers, public address systems, power amplifiers, signs, A.C. motors, etc. Available in two standard classifications "DA" and "TR" — both with or without filter — engineered for converting 6, 12, 32, 110 or 220 volts D.C. to 110 or 220 volts A.C, 40 to 2,000 watts. There is a "Pincor" converter for every requirement. Write for complete descriptions and data. Pioneer Gen-E-Motor Corporation Dept. R-2C, 466 W. SUPERIOR ST., CHICAGO, ILL. Without obligation please send me "PINCOR" Rotary Converter Catalog and Data. NAME ADDRESS CITY STATE MARCH, 7939 89