Music Trade Review

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14
THE
MUSIC TRADE
REVIEW
JULY 5,
1924
What the Retailers May Expect from
Radio Manufacturers During Next Season
commonly termed "high brow." The response
that they have received up to the present time
on this program is most gratifying and shows
that such programs make a strong appeal.
Pertinent Facts Pointed Out During the Session of the Radio Manufacturers at the Recent Con-
vention of Associated Manufacturers of Electrical Supplies at Atlantic City
New Type of Radio Loud
Speaker Offered to Trade
'T^HAT the radio manufacturers have re-
•*• alized the ruts into which they were drop-
ping in both the manufacture and merchan-
dising of their products was strongly brought
out in the open sessions of the meetings of
the radio sections. As one large and very
well-known manufacturer visualized the situa-
tion, radio up to the present time has been a
"buyers' market." Anything went big, due to
this fact. Now, however, it is changing, slowly
but surely, and it soon will be taken out of that
class and be put on a "selling market," where
competition will be strong. Realizing this he
warned the manufacturers to consider the situa-
tion carefully, taking into mind the laws of
supply and demand before it was too late to do
so with profit.
Another point that was brought out in the
convention is the fact that all of these manufac-
turers are working together towards a standard-
ization basis, both as to manufacture and prices.
With the knowledge accrued in the past and the
experience gained by similar experience in other
near-related lines this does not present any
great problem and forms the solution of one of
the greatest problems in the entire industry.
If the manufacturers are serious in their desires
toward standardization and will but help one
another with their various experiences in the
field it will be but a simple matter. They have
to work together towards one common end,
however, with credit to no one particular indi-
vidual, but with commendation for the industry
as a whole as the reward.
The point of advertising in the- selling of
the goods was made very plan by Mr. Bucher,
sales manager of R. C. A. and chairman of
the Merchandising Protective Committee. The
radio manufacturers must not hang, back in"
advertising their products widely. Firms that
considered that they had reached the peak in
advertising last year are enlarging their appro-
priations for the coming season and will spend
the money in constructive and selling advertis-
ing campaigns which will show the public that
advertising is selling their goods. It is a proven
fact in more than one case that advertising has
sold more than nine-tenths of the goods sold
and this was brought out strongly at the time.
As pointed out, an advertising campaign does
not consist of running a single attractive page in
a nationally distributed publication once or
,twice, but carefully planning a consistent cam-
paign which will keep the trade name and
apparatus before the eyes and in the minds of
the public and merchandiser 365 days in the year
•—in Summer just as strong as in Winter. There
are two times to advertise, one of them is when
business is bad and the other time is when it is
good. Take, for instance, the Victor Talking
Machine Co., during the business dullness of
1880
1924
Quality—Service
You will realize a
;
Greater Profit in 1924
on
Our Dependable Quality
Pianos and Player-Pianos
Write for Prices, Terms and Catalog, also
The New Detailed Feature* Concerning Our Make
WEYDIG PIANO CORP.
133rd St. and Brown PI.
New York City
1913. Instead of curtailing, as many short-
sighted and less progressive manufacturers did,
the company turned around and increased its
advertising some quarter of a million of dollars
with the result that it is now doing more busi-
ness than the rest, and at the same time spend-
ing constantly more and more money to keep
its product before the public. In other words,
if you are on a fast train going along at a
fast clip and the engine is removed, the momen-
tum will carry the train along for but a very
short distance when it will stop. Advertising
is the engine that business cannot get along
without. Remove it and business slows down
and stops.
The question of constantly bettering the radio
as an industry as a whole and putting it on a
really firm basis was the keystone of the con-
vention and the motions and ideas adopted will
in no small way help to this end.
Starting Music Stores
in the Radio Business
Radio Man Tells of the Plan He Follows in
Interesting Music Merchant in the Handling
of Radio Even During the Summer Months
F. N. Faton, resident manager of the Wash-
ington, D. C, office of the Federal Tel. & Tel.
Co., has been doing some very interesting and
helpful work in getting the music stores started
in the radio business. In commenting upon his
experiences along this line he states:
"When I call upon a music dealer I let him
see that there is no doubt in my mind but that
he is going into the radio business and is going
to make money. I find, however, that the ma-
jority of dealers say that they are going to wait
until Fall, as there is no radio business in the
Summer, and therefore that it would be a waste
of money for them to take on a line of radio
at this time. I try to tear down this objection
by asking them what they know about the radio
business and find that nine out of ten of them
know very little or nothing. I then ask them
how they are going to sell radio and make
money in the Fall of the year, at which time
there will be a large amount of radio busi-
ness, without knowing something about it and
they are stumped. When confronted with this
argument quite a few of them decide to take
on a sample line and in that way become ac-
quainted and learn something about radio dur-
ing the Summer months so that in the Fall they
will be able to go out and get customers and
take care of them when they come into the
stores."
Talks on Opera to Be
Broadcasted by WLW
Crosley Radio Corp. to Inaugurate Series of
Interesting Talks on Opera Given in Popular
Vein—Gratifying Response to Plan
Realizing that in radio they have a means of
educating a very great number of people to the
better things of life, the Crosley Radio Corp.,
Station W L W , inaugurated a series of very in-
teresting and descriptive talks about the opera.
These talks are given every Monday afternoon
by Fred Smith, the studio director of the station,
accompanied and illustrated by Marjory Gar-
rigus Smith at the piano and William Stoess
playing the violin.
It is the contention of the directors of this
station that in the radio lies the means of show-
ing the people what they are missing by not
understanding opera and other things in life
New Speaker From Germany Designed to
Reflect and Diffuse the Sound by Use of Secret
Composition and Special Design
A new radio loud speaker, constructed on a
new principle and designed to project sound by
reflection and with equal strength in any direc-
New Type Loud Speaker
tion instead of directly front forward from the
horn as is the case with most existing loud
speakers, will shortly be placed on the market
by the radio department of Th. Goldschmidt
Corp., New York.
The new speaker is a German product and
no wood or metal is used in its construction, it
being made of a secret composition called
"Burtex." The use of this material and a sound
chamber of new design serves to throw the
sound against a peculiarly shaped soundboard
which spreads and diffuses the sound waves to
be finally emitted from the circular holes sur-
rounding the periphry of the speaker.
The speaker is designed by Neufeldt &
Kuhnke, of Kiel, Germany, who also designed
a new phonograph attachment to be placed on
the market in the Fall.
New Portable Receiver
Offered to Radio Trade
Crosley Radio Corp. Places New Model Portable
Two-tube Regenerative Set on the Market—
Has Appearance of Suit Case
A new portable receiver has been placed on
the market by the Crosley Radio Corp., of Cin-
cinnati, O., under the trade designation of the
"51-P" receiver. This receiver, which resembles
a small traveling bag or suitcase, is eleven and
three-quarter inches high, seven and one-half
inches deep and twelve and one-half inches wide.
Fully equipped with batteries and tubes, it
weighs but twenty-one pounds.
The set is a two-tube receiver incorporating a
regenerative detector and one stage of special
audio-frequency amplification to allow weak sig-
nals to be received with sufficient intensity for
•everal pairs of phones to be used, or for the
use of a loud speaker when in the vicinity of
a station.
Mark "Radi-O" Registered
Among the trade marks registered in June
was the name "Radi-O," granted to the Weydig
Piano Corp., New York. Peter Weydig, treas-
urer of the company, stated to a representative
of The Review this week that this is the name
that it is using on the instruments in which
a radio receiver is installed, known as the
"Radi-O-Player" and "Radi-O-Piano."
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.