The talking machine world (Jan-June 1928)

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138 The Talking Machine World, New York, June, 1928 Perfection in Reception Is the Present-day Radio Requirement C. B. Smith, President of Stewart-Warner Speedometer Corp., Writes Interestingly of Stages Radio Has Passed Through and What the New Receiver Must Possess IN my mind the radio industry is likened to a river rushing rapidly onward. Like a river it has its swift currents and quiet backwashes; if you choose the right currents you progress swiftly, if not, you may find yourself idly floating beside the bank. What can keep you in midstream? When should one current be abandoned for another? To put it specifically, what radio features will go big in the balance of this season, and for time to come? I believe the crucial period in radio is at hand, and that this is the time to get set for the future. Of the several hundred manufacturers who started in this industry on an equal footing, only a few dozen remain. Only a handful of these offer anything approaching a safe, profitable proposition that looks to the dealer's future. And the process of elimination is not over. What must the dealer do to keep himself in line with the industry's future course? A quick review of the industry's past indicates the trend, and that indicates the manufacturers who are destined to stay in midstream and insure the success of their leaders. Radio has passed through two periods and now enters the third. The first was the novelty period when any kind of radio performance was thought to be wonderful. The development of selectivity was the second period, and here the C. B. Smith public became as "selective" in their tastes as radio itself. Here we note a distinct change m buying habits; people stopped buying radio for its own sake but bought it for what it could do for them. Now comes the third period. All good sets have selectivity. What will be the standard question that they'll put to all sets in the future, even as they now say, "How far to the gallon, what bore and stroke?" when they go to buy an automobile? Who will remain in midstream in the New Era? Past experience shows that they are thinking less and less of what radio is and more and more of what radio does. Therefore in future people will want radio to give them a bench at ringside, a chair on the speakers' platform, usher them to an orchestra seat. They look forward to radio reception of such great perfection in color, depth, volume and tone that they will be made to forget radio for the time. They will want music recreation of a new high order — not "radio music" but the music itself—^ not synthetic music, but realism. In my opinion, the manufacturers who attain new heights of realism, and at the same time keep prices in line with the limitations of the mass market, will inevitably pull themselves and their dealers to a position of leadership in the radio market. Realism, then, is what I think radio engineers should search for, and in reviewing their present line or considering a new line, I think realism should dominat-e the dealer's thought. Introduces New Line of Radio Furniture St. Johns Table Co., Cadillac, Mich., Bringing Out a Complete Line of Radio Cabinets and Tables The St. Johns Table Co., Cadillac, Michigan, whose products are well known throughout the furniture trade, is introducing this season a complete line of radio cabinets and radio tables of new and attractive design. The firm has a sixty-year background of experience in the table manufacturing field and it produces annually 25,000 tables of every type, kind and style. In announcing the new line of radio cabinets and tables, Howard M. Petrie, vice-president of the St. John Table Co., stated: "Our wide variety of designs will enable any dealer to satisfy the desires and meet the requirements of every customer, those who have yet to buy receiving sets and those who have purchased sets without cabinets in which to house them." Arthur Follett has opened a new music store in the addition of the First National Bank building, Fairmount, Minn. WHY Is This the BEST CoinOpera ted Ph on ograph ? because . . . No Needles to Change Plays All Makes of Phonograph Records Electrically Amplified Simple — FoolProof After years of experimentation! Nothing else like it! A marvelous 12record, coin-operated phonograph of wonderfully clear, sweet tone, ideal for restaurants, tea rooms, clubs and other public places. Simply phenomenal. The greatest stimulus to the trade in a generation! New patented feature plays hundreds of records, with one needle, without attention. Plays 12 Records Consecutively . . . Indefinitely, without attention or replacing, unless a change of program is desired. Selects Any Record Any number on the program can be played at will, by means of our new selective device. Repeats Any Record Any record can be repeated any number of times by depositing another coin each time. THE CAPITOL PIANO & ORG AN CO., Inc. 331 West 34th Street New York City "Manufacturers of Coin-Operated Pianos and Orchestras"