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THE M U S I C
TRADE
15
REVIEW, April, 1932
THE SILVER-MARSHALL MODEL Q RADIO
SOLVES LONG AND SHORT WAVE PROBLEM
O
NE of the few lines of radio receivers
that have made consistent progress
thus far in 1932 is that produced by
Silver-Marshall, Inc., of Chicago, which
was introduced to the trade at the first of
the year. It was announced as the "Miracle
Set," which appeared to be just another slo-
gan until the new instrument had actually
been on the market for some time. It was
then discovered that it gave such satisfaction
to customers, both in reception and tone qual-
ities, and in its ability to stand up under
difficult conditions that there was almost an
entire absence of complaint.
To the dealers who have been driven
almost grayheaded in providing service for
some receivers that have been placed on the
market, this release from a difficult problem
proved most welcome. Particularly appre-
ciated, however, was the fact that the com-
pany's production was kept under control
and its set-up of retail outlets so managed
that dealers did not have to face the com-
petition of cut price and distress selling in
the line.
The outstanding feature of the new Silver-
Marshall Model Q with its "rainbow dial"
is the ability of the instrument to tune in
both long and short wave stations with equal
facility, its range being some eighteen times
greater than that of the ordinary commer-
cial radio set. Moreover there is no com-
plicated procedure to follow in shifting from
long to short wave reception, all the stations
being tuned in on but one dial and on one
chassis. This is an exclusive feature of the
Silver-Marshall Model Q.
The rainbow dial is so called because of
the various colors used, all of which serve a
THE SILVER-MARSHALL MODEL O RADIO
have found that it not only meets the pres-
ent demand for short as well as long wave
reception but also insures that price protec-
tion which is necessary if radios are to be
sold at a profit. Music merchants who handle
the Silver-Marshall line include some of the
most prominent in the industry, among them
Lyon & Healy, of Chicago.
The company not only sells direct to deal-
ers but limits the number of dealers in a
territory, allowing more than one retailer
only in the larger centers where there is
THE CHASSIS AND THE RAINBOW DIAL OF THE SILVER-MARSHALL MODEL Q
definite purpose. At the right of the dial is
a white band upon which appears the kilo-
cycle indication for general broadcast re-
ception. On the left are four narrow bands,
each in a different color, to denote various
ranges. For instance, from 18,150 to 9,600
kilocycles are shown in orange; from 10,290
to 5,540 in green; from 6,360 to 3,510 in
red and from 3,460 to 1,560 in yellow. A
tuning chart provided by the company makes
it possible to tune in on short waves with
great ease, picking up messages from ocean
liners, from police departments and from dis-
tant parts of the world with equal facility.
The scales are calibrated in megacycles, each
equaling 1,000 kilocycles, for short wave
reception.
The Silver-Marshall line has made a par-
ticularly strong appeal to music dealers who
enough territory to allow for a profitable
division. This, in itself, eliminates much of
the price-slashing that comes from neighbor-
ing dealers trying to get business with the
same line. The company in addition fur-
nishes a liberal quantity of advertising and
sales help designed to make the dealer's mer-
chandising problems simpler.
That this desirable result is accomplished
is evident from the increasing number of
orders and the growing list of Silver-
Marshall dealers among music merchants.
Gerringer's Music Store, 320 South Central
avenue has been purchased by H. S. Wright,
of Wausau. Carols Wright, a son of the
new owner, has been in active charge of the
store. He stated that at present he is com-
pleting arrangements for new lines of goods.
OFFERS PIANO INSTRUCTION
ON A WHOLESALE BASIS
D. J. Maher, sales manager of the Maher
Music Co., Santa Monica, Cal., recently in-
troduced a new idea in the matter of pro-
viding low-priced, but excellent, instruction
for piano students, particularly those pur-
chasing instruments from his company. Mr.
Maher arranged with a number of teachers
of reputation in Santa Monica whose rates
range up to $2.50 a lesson for wholesale
prices on bulk instruction. He then offered
to every purchaser of a piano a coupon
book calling for forty piano lessons for a
flat sum of $50. The particular advantage
of this scheme, and the one that seemed to
impress the public most, was that piano pur-
chasers were free to make a choice from
among a number of the best piano teachers
in the city. At last reports the plan had
worked out most satisfactorily for all con-
cerned. Not only has it stimulated piano
players but a number of former purchasers
from the company took advantage of the
offer.
From the teacher's angle the idea
worked out well because it served to fill in
many idle hours at a profit.
NEW BILL TO BAR TEACHER
TRADING IN MINNESOTA
John M. Alden, the music dealer of Hib-
bing, Minn., who, as reported in T H E R E -
VIEW last month, has been actively at work
among the dealers of that state to have
legislation passed forbidding those connected
with schools to sell musical instruments in
competition with dealers, reports consider-
able progress. Although the support of some
200 dealers was sought, only a small number
of them responded to the call, but this minor-
ity has been doing some good work.
It was found that there was a law on the
General Statutes of the State forbidding
school officials or teachers to become inter-
ested in any way in the sale or profits of
books or apparatus used in the schools, the
penalty being a fine of from $50 to $200.
The music dealers have drafted a new bill
to take the place of the present law, which
specifically includes musical instruments in
the list of items in which school officials are
forbidden to trade and also forbids them
from designating the places from which
school supplies shall be bought. Copies of
the new Bill have been sent to all music
dealers in the state with the request that
they bring it to the attention of their state
senators and representatives.
BRITISH MUSIC TRADE
PLANNING CONVENTION
Arrangements are now being completed
for the annual convention of the British
Music Industries to be held at the Palace
Hotel, Buxton, on May 9 to 12 next. The
convention will be the twenty-first annual
gathering of the British music trade and
will be recognized accordingly. Herbert J.
Brinsmead, the well-known piano man,
heads the committee in charge of the con-
vention program.
The East Tennessee Music Co., which has
been in business in Knoxville, Tenn., for
twenty-eight years, is liquidating its stock.