Weekly television digest (Jan-Dec 1963)

10— TELEVISION DIGEST FEBHUABY 18, 1963 WESTINGHOUSE PLANS RETAIL STORE: Westinghouse edged deeper into retailing areas with 2 major moves last week but emphasized its oft-repeated disclaimer of any notional retailing plans or ambitions. The moves: (1) Announced it will open & operate a conventional TV-appliance store in suburban Columbus, O. to furnish Westinghouse market research experts with an authentic workshop for studying consumer buying habits, experimenting with new merchandising techniques, charting basic retailing & merchandising data for ultimate relay to all Westinghouse dealers. Company-owned store is slated for opening in April. (2) Officially opened Toledo, O. as its 3rd sales & display city, after Salt Lake City & Minneapolis (Vol. 3:2 p7). Westinghouse told us both moves are ramifications of 3-year-old consumer research program aimed at finding new ways to sell more & better merchandise. Company emphasized that 3,600-sq.-ft. appliance store for Kingsdole Shopping Center is the only such store contemplated. "The response you get when shoppiers know they're being tested just isn't the some as when they don't know they're involved in a research program," spiokesman told us. "After the initial publicity on our store dies down, we expect that shoppers will forget the Westinghouse connection and regard the store as just another local appliance dealer." Store will carry no Westinghouse ownership identification, will be named simply Kingsdale Appliance Center. Company store will operate in competition with local Westinghouse dealers, purchase its TVs, radios & appliances from local Westinghouse factory depot. Sales staff will differ, however. Kingsdale Appliance Center will be staffed with salaried saleswomen, "to determine if women sell best to women." Westinghouse is not only major electronics firm with company-owned retail outlet. Admiral for post 3 years has owned Berg's TV & Appliance in plant city of Galesburg, 111. It took over existing store. Admiral told us, to "provide a showcase for our products, to efficiently handle soles to employes and to experiment with new promotion ideas." Spokesman said Admiral "has no plans to expand" into other retail stores. Westinghouse would only confirm that Toledo has officially become its 3rd sales & display city. We learned, however, that 2 major participants in Toledo program are multi-outlet LaSalle & Koch Department Store and the WoodvUle Electric Co. "We're month's away from the answers on this program," spokesman told us. "We're looking at other markets right now & could expand the program. On the other hand we could drop it completely. We're not committed to it. It's absolutely experimental at this stage & we won't know the direction or future of the program until we get some firm answers on its effect and benefits. A year from now we could hove a completely different type of sales & display program — or nothing at all." New quality stabilization bill (HR-3G90) has been introduced in IIou.se by Rep. Harris (D-Ark.) and number of other Congressmen. Bills are similar to ones which got nowhere last session, would give brand name manufacturer power to revoke retailer’s right to sell his goods if retailer used certain practices, including price cutting or bait advertising. Measures don’t include provision contained in last year’s bill — to restrict the legislation to use in states with laws permitting resale price maintenance practices. Communications blackout which occurs during final moments of astronauts’ reentry from orbit may have been solved. N.A.SA officials repoi't difficulty may be overcome simply by spraying water from capsule as it reenters atmosphere. Space Agency Electronics & Control Dir. Albert Kelley told an electronics industry conference that agency’s Langley Research Center has conducted successful experiments in overcoming blackout. Sony Corp. of America has opened new executive offices at 580 Fifth Ave., N.Y. 36. Warehousing & service facilities continue at 514 Broadway. Piracy suit has been filed by Minnesota Mining & Mfg. against 2 former employees & the Winston Research Corp. they formed with others in Los Angeles early last year. Plaintiff charges that Wayne Johnson, ex -engineering mgr. of its Mincom Div., & former Mincom sales mgr. Charles Tobias plan to produce tape recorder similar to model developed at Mincom. The $725,000 suit was filed in U.S. District Court, Los Angeles. Magnavox’s annual promotion, the Factory Authorized Sale, began Feb. 17 and runs 6 weeks, featuring reductions up to $100 on 50 models, including radios, phonos, TV', stereo theaters and all-transistor high-end Astro-Sonic stereo consoles. One of price leaders will be 19-in. walnut cabinet table model marked do\\’n $30 to $149.90. National advertising will use FM radio spots as well as magazines. Olympic has introduced 3 new U.S.-made 19-in. portables and 2 promotional portable stereo phonos. TVs include monopole & dipole models and set with built-in 3hour timer; all are open list. Both stereo portables have tilt-down changers and detachable wing speakers: suggested retail prices are $99.95 & $119.95.