Television digest with electronic reports (Jan-Dec 1952)

9 they're confident that the political campaigns, along with new network cities due July 1 (Vol. 8:12), will hypo business. Estimate was that January was very poor. February a bit better, March better than both, with sales curve now trending upward. New models will be coming out from here on in, also signaling price changes and bringing new gimmicks. Big selling talk, once freeze is lifted and it's known where uhf channels will go, will be adaptability of sets to uhf. * * * * Magnavox and Sylvania posted reduced prices this week (see Topics & Trends) in wake of GE, Emerson and Muntz cuts announced last week (Vol. 8:12). But others don't seem bothered much, and insist the basic price trend is not downward. No one thinks there will be distress condition this year such as that which plunged trade into some 6 months of doldrums starting about this time last year. Meek's $99.95 receiver (see Topics & Trends) was talk of trade but rival set makers were skeptical, said they wanted to see the set first before judgment. Comments ranged from "it can't be done" to "there will probably be only few come-on sets nailed to the floor." Meek's other factory-to-customer prices were down so low, too, that disposition was to regard him mainly as rival of Muntz. John Meek himself was center of some good-natured joshing with colleagues about "gutless wonder," when he was in Washington Thursday for an NPA industry advisory committee meeting. * * * * TV production continues at even pace — year's 12th week, ended March 21 bringing output of 100,410 sets (1484 private label), about same as the week before. Factory inventory fell to 227,520 from 232,483 the preceding week (Vol. 8:12) Radio output went down to 183,886 units (71,570 private label) from 193 379 preceding week. Factory inventory was 294,885, up from 287,899. Week's radios'were 65,646 home receivers, 27,396 portables, 35,211 clock, 65,663 auto. Topics & Trends of TV Trade: John Meek plunged into manufacturer-to-customer merchandising this week when Meek Television Inc., new subsidiary of Scott Radio Laboratories Inc., opened 21 retail outlets of own in 17 communities. Simultaneously, he advertised a 20-in. table model, called “Mirror Tone,” at S99.95 plus tax ($9.90) and optional warranty ($19.80). Also offered was 20-in. console at $150 and 21-in. at $180, plus tax and optional warranty. Opening of stores is being backed up with $500,000 newspaper advertising campaign, to be augmented later by TV-radio advertising. Meek said he expects to sell more than 50,000 sets in company-owned stores alone during rest of 1952. His remaining biggest private-label customers are Allied Purchasing Corp. and Sears Roebuck. New Meek stores are largely former House of Television outlets, for which Meek has been a supplier. Four stores arc in New York City — one each in Manhattan, Brooklyn, Bronx, Jackson Heights. Two are in Washington. Others are in Newark, Philadelphia, Baltimore, Cincinnati, Toledo, Louisville; and 9 in Michigan — one each in Detroit, Dearborn, Hamtramck, Grosse Pointe Woods, Lincoln Park, Pontiac, Grand Rapids, Kalamazoo, Lansing. « * * * Admiral’s repriced line, including tax and warranty in one list price, goes into effect April 1. Sets list $20-$50 higher, and higher discounts will go to distributorsdealers, though cost to customer remains about the same. These are new prices on current sets (amount in parentheses being old price): 17-in. ebony plastic table $210 ($190), plastic mahogany $220 ($200), wood mahogany $250 ($230), blonde $260 ($240); 17-in. open console in walnut $260 ($290), mahogany $270 ($300), blonde $290 ($310); 17-in. console with radio and half-doors in walnut $340 ($300), mahogany $350 ($310), blonde $370 ($330); 17-in. combination consoles in walnut $430 ($380), mahogany $450 ($400), blonde $470 ($420); 20-in. ebony plastic table $260 ($240), mahogany plastic $270 ($250) walnut $300 ($280), mahogany $310 ($290), blonde $320 ($300); 20-m. open console in walnut $340 ($300), mahogany $340 ($310), blonde $370 ($330); 21-in. table with ^ a”d base in mahogany $380 ($350), blonde $390 ($360); 21-in. open console with AM in walnut $440 ($400), mahogany $450 ($410); 21-in. combinations in walnut $550 ($500), mahogany $570 ($520), blonde $590 ($540) . * * * * Magnavox on March 24 instituted what it calls “continuous price guarantee” in lieu of old periodic guarantee for dealers. Henceforth, prices on all its TV-radio products will be guaranteed against reduction for 90 days from date of shipment. Move was said by president Frank Freimann to be designed to eliminate price uncertainties, since “90-day turnover of dealer inventory is a reasonable expectancy.” Magnavox also announced April 5-19 “clearance sale” cutting TVs $20-$75. Price of 17-in. mahogany & oak table wiH be $230 (down from $250 & $260); open console in mahogany & blonde $250 (was $280 to $290); mahogany open console $280 (was $298); mahogany & oak combination $445 (was $498 & $520). The 20-in. open mahogany & blonde console goes to $298 (from $360 & $370); with doors to $375 (from $395); Savoy model $420 (from $450)combination $550 (from $595). Radio-phono receivers are cut $20-$40. ■f * * * Motorola’s new “inboard” prices (see p. 8) apply to 7 new models, 4 carryovers, its repricing said to be computed to comply with OPS regulations. Old 20-in. mahogany (also blonde) leatherette table models go up from $250 to $260, now embracing tax, 90-day parts warranty, year’s tube warranty. Mahogany 20-in. table stays at $280, blonde $300. New models are 17-in. ebony plastic table $200, mahogany plastic $220, mahogany $240, mahogany console $280; 20-in. walnut console $300, mahog. $320, blonde $340.