The talking machine world (Jan-June 1927)

60 THE TALKING MACHINE WORLD March, 1927 "Teach the Customer to Get the Most Out of Radio by Proper Tuning and Handling" "Tuning a Radio Receiver Is an Art," Says L. C. Lincoln, Advertising Manager of F. A. D. Andrea, Inc., Who States Improper Tuning Mars Reception and Causes False Impression Pointing out that many a radio sale is lost because proper attention is not devoted to tuning the receiver when a demonstration is made, L. C. Lincoln, advertising manager of F. A. D. Andrea, Inc., recently stressed the importance of this detail in radio merchandising. Before entering the radio field Mr. Lincoln specialized in the musical instrument field for many years. "Tuning a receiver is an art," said Mr. Lincoln. "The simple process of twisting the dials or setting the controls makes or mars the fullest enjoyment of broadcast reception. In tuning, the human ear plays just as important a part as in operating a player-piano or playing an old-fashioned piano by hand. We all know that many a fine piano or player-piano has been made to sound 'tin-panny' by some one with no ear for music. To-day countless radio sets are meeting the same fate at the hands of their owners and. sad to relate, even storekeepers and their salesmen, in many instances, have no adequate conception of how to rightly tune in the broadcast programs." Mr. Lincoln stated that every customer should be carefully taught by the dealer the art of tuning a receiver to get the maximum efficiency and enjoyment from radio. "Even tubes have their limitations," said the Fada executive, "and when distortion occurs it is usually the result of forcing the set to a greater extent than the tube in the last audio stage will stand. This forcing may be done unintentionally by dealers with loud speakers outside their stores in order to obtain volume, but such dealers sacrifice tone value for doubtful advertising value, because the tone emanating from many such outside loud speakers creates a false impression in the minds of some people, especially with those who have never had an opportunity of listening in under favorable conditions. Then there is the set owner who 'likes it loud' and leaves his dials in such position that L. C. Lincoln the loud tones come through so distorted that the result is noise, not true musical tone. "An exceedingly simple method to follow in tuning is to adjust your set to the loudest notes of the orchestra so as to avoid distortion. Supposing you had happened to tune in at the moment when, according to the particular composition being played, an especially soft passage was being rendered. Hearing the music coming in very softly, granting that you are not an accomplished musician, you would turn up the volume control so as to bring the broadcast in louder. Leaving the controls set in this fashion, what likely happens in a few moments is recognizable distortion, when a loud passage is reached by the orchestra. You should readjust the dials and leave them tuned to clear reproduction of the loud tones, even though a few moments later the volume dies down. In that event the musical score requires again the playing of soft music and you are getting it just as the person attending a concert would get it, namely, as written. This is tuning for tonal quality." Mr. Lincoln explained that proper tuning is predicated upon a good speaker and good tubes, although even a poor combination can be bettered by careful adjustment of the dials and controls. "If I were fond of drawing morals," Mr. Lincoln said, "I would add: Sell the best in radio apparatus and teach the customer to get the most out of it by proper tuning and handling." Asks Law Prohibiting Fees for Radio Reception Representative Sol Bloom Introduces Bill to Prohibit Operator of Broadcast Station From Receiving Fees From Set Owners Washington, D. C, March 7. — Representative Sol Bloom, of New York, has introduced a bill into the House which aims to prohibit charging any fee or subscription, either directly or indirectly, from the operator of any receiving set for the right to receive matters broadcast from the station. Unless something is done to prevent it, Congressman Bloom declared that a radio fan can be cut off from listening in on a program unless he pays for the privilege. "This can be done," he stated, "by means of a new broadcasting apparatus, not yet in use but already available, which will make it impossible to listen in except over a receiving set equipped with a perfect attachment, to be offered to the public as soon as a system of exacting payment from radio patrons is put into effect." Under the provisions of the Bloom bill "no broadcasting stations shall be used to broadcast any matter (a) that can be heard only by a receiving set equipped with a special device or attachment without which such matter cannot otherwise be heard; and (b) for which a charge, fee, subscription or penalty is made by such station to the public for the privilege of receiving such matter." First Issue of Gross Brennan Salestructor The first issue of the Salestructor, a monthly house organ devoted to StrombergCarlson activities in the New York and New England territories, was issued last month by Gross-Brennan, Inc., New York and Boston, factory representative for the Stromberg-Carlson Tel. Mfg. Co., manufacturer of radio sets and equipment. The initial issue of this bulletin was devoted to an editorial telling of the reason for its inauguration, several items of news and a number of constructive selling hints for dealers, in addition to photographs showing the growth of Gross-Brennan, Inc., and charts showing the rapid growth of Stromberg-Carlson sales in the territory served by this firm. A unique experience has been tried by the Baptist Temple Church of Rochester, N. Y., which dispensed with choir, organist and preacher, using a radio set and two large amplifiers in conducting sermons from the outside, reaching a large congregation. New UDELL Cabinet for Victrola No* 1-70 The new portable model No. 1-70 Victrola is selling rapidly, so there's a big demand ready and waiting for this new Udell Cabinet No. 403. List only $25 THE open and closed views at left show the beauty and utility of the new Udell cabinet No. 403. It conforms exactly in style and finish (mahogany) with the Victrola No. 1-70. The latter can be slid into the moulding, making this a complete unit for a total list of only $75, compared with $90 or more for a similar standard unit. Capacity, 6 record albums. Write today for further information and complete catalog THE UDELL WORKS, Inc. 28th at Barnes Avenue Indianapolis, Ind.