Radio today (Sept 1935-Dec 1936)

No. 33 (Needle Ballast) Listed at $24.50 rtThe standard by -which others are judged and valued" AUDAX AN leading Radio Stations, Laboratories and Universities — wherever superlative pick-up performance is demanded — today you find AUDAX doing duty. Engineered to the ttth power, immune to summer heat, humidity and other climatic conditions. Made to suit every demand from the humblest midgetcombinations to the HIGH FIDELITY requirements of fine transcriptions. What is your pick-up problem? List prices $9-50 to $39000 Special Recording Heads to Order A I DAK COMPANY 500 Fifth Ave., Bfew York "Creators oj High Grade Electrical and Acoustical Apparatus Since 1915" Kentucky Home" and "Annie Laurie" to the wondrous reproductions of Bach's most intricate concertos. Galli-Curci, McCormack, S c h i p a , Ponselle, Jeritza, Bori, Caruso. Paderewski, and dozens of such artists are well represented. Sponsors of the new Library have presented it as "a collection that is to the modern music lover what Dr. Eliot's Five-Foot Book Shelf is to the booklover." It will be merchandised along with the new model radiophonograph, with 22 all-metal tubes and other new features. Early announcements of the Library have already netted its sponsors several hundred advance orders. The retail price of the Library is $950. Interest in record sales The retailers as a whole would like to see the record manufacturers, as well as the manufacturers of radiophonograph combinations, feature records in their advertising to a far greater degree than has been evident. Some of the dealers maintain that in their respective localities there is a popular notion that the talking machine is as dead as the Ford Model T, and they feel that somethingshould be done about it. This problem, of course, is perennial and applies to other industries as well as the record Held. One prominent executive of a jobbing organization maintains that there are not a sufficient number of dealers selling records at this time to give the public an adequate idea of the music that lies hidden in the record library. He points out that every day five or six calls are received from music lovers in his territory asking where they can purchase certain records which they need for their libraries. On the other hand, several pioneers in the record industry believe that the dealers who are merchandising records at the present time should apply more intensive selling methods, thereby getting their share of the record sales possibilities in their localities and building up a volume that will bring substantial profits. Such intensive merchandising would eliminate the necessity of spotting the dealers so close to each other that the sales volume for the individual dealers would be lessened. Tbis theory undoubtedly carries more weight in the sale of the better class of music and the higher priced popular records than it does in the lower priced record field. In preparing for the coming fall season, retailers who are not handling Dancer Astaire, Brunswick Star records at the present time will undoubtedly find it advantageous to look around their establishments and try to find available floor space that could be used for a display of records which would not necessarily involve the expenditure of a great deal of money. The three leading record manufacturers have perfected far reaching sales plans for the immediate future. "BETTER RADIO RECEPTION" BROADCASTS Next broadcast, WABC and Columbia network, Saturday, Sept. 28, 8:30 p.m., E.D.T., Dr. Orestes Caldwell, Editor "Radio Today" * Continuing Radio Today's series of broadcast demonstrations designed to instruct listeners in obtaining better reception through tube replacements, proper antennas, quality receivers, and competent servicing, the next broadcast will be given at the invitation of the Columbia Broadcasting System as above, under the title: "How to Make Your Radio Set Behave Better." Previous network demonstrations have been given by Editor Caldwell over WEAF and NBC Red network, Sept. 6, "Getting Your Radio Ready for Fall," and over WJZ and NBC Blue network, Sept. 9, "Tuning Up Your Radio for the Big Broadcasts Ahead." 34 Radio Today