June 14, 1'924.
PRESTO
FUTURE OF RADIO SALES
Zenith Radio Corporation Official Anticipates
the Future and Tells New Relation of
Radio Dealer to Customer.
The Zenith Radio Corporation, Chicago, 111., is
about to enter upon what is really the third year in
practical commercial radio, and the fact draws atten-
tion to the commercial achievement of this industry
since its formation. "The radio strides of the past
two years, are as nothing compared to what will fol-
low before its next commercial birthday rolls around,"
says D. I. Marks, assistant treasurer of the corpora-
tion in an interview this week. Continuing, he said:
Now then, who will sell radio in its third year.
During the second year of radio numerous sets were
sold by hastily formed organizations with small shops
cutting prices right and left. Sales were made by
candy makers, shoemakers, small hardware stores,
specially formed radio shops. In fact, merchants in
almost every commercial line. But the big question
for every merchant now handling radio in any volume
will be, who will remain in radio.
Only those who realize that service does not end
when the purchaser walks out of a shop with his
parcel under his arm that will continue in
the radio business. Radio can not be sold in the
same manner as groceries, household goods or wear-
ing apparel, merely by wrapping up the purchase and
giving no further consideration to the sale. The third
year will find a more discriminating public. In order
to continue in radio, a distributor, jobber, or dealer
must have someone in his employment who is thor-
oughly cognizant of the article sold. That party
must be prepared to follow through a sale with
personal service. For radio like any other mechanical
contrivance will get out of order and require atten-
tion.
This organization has seen the handwriting on the
21
wall and has been preparing for the past year in edu-
cating and giving experience to numerous employees
prepared for the day when the demand for experi-
enced radio service men will arrive. We have sent
our men to all parts of the United States, particu-
larly with the object of service. These men were in-
structed to remain with a particular distributor for
a week or ten days, two weeks or three weeks; to
instruct the salesmen in the fine points of operation
of the Zenith set and also on taking care of minor
repairs.
They were instructed to attempt to induce the dis-
tributor or jobber to turn over to the service man
one or two men to form a nucleus of their service
organization. In their travels about the country they
secured valuable sales information, which they were
also instructed to impart to the particular distributor.
In this way we believe we are rendering service. A
number of the farseeing radio distributors requested
that they be allowed to send a man to our factory for
instruction so that he might return to his organiza-
tion fully equipped to handle the distributor's radio
problems.
The same plan that has been adopted for the auto-
motive industry, that of sending men to the manufac-
turer to thoroughly equip themselves with a knowl-
edge of the item to be handled, will be followed in
radio.
ACTIVITY IN ATLANTA, GA.
The Cable Piano Co., Atlanta, Ga., made excellent
Use of the opportunities provided by the recent week
of grand opera in that city. The company featured
records made by Florence Easton and Giuseppe
Danise, Brunswick artists who appeared upon the
program, with which a clever tie-up was made. At-
tractive window displays drew attention to the artists
and their records and generous use was made of the
daily newspapers. In addition a booklet entitled
"Stories of the Atlanta Operas" was freely distrib-
uted. The result was a very large and profitable
business.
"SUPERIOR" PIANO PLATES
PROFITS IN BAND INSTRUMENTS
Way to Advantageous Selling and Pleasant Factory
Relations Told by Martin Band Instrument Co.
There is now no doubt in the minds of observant
music dealers that the band instrument phase of the
music business is one promising development and
assuring profits. It is a band age, a fact plainly ap-
parent in every city, town and village in the country.
The Martin Band Instrument Co., Elkhart, Ind., en-
courages dealers to embark in the sale of band in-
struments and to this effect has embodied the ad-
vantages of the Martin Dealer Proposition in its
literature.
In the booklet devoted to the purpose the Martin
dealers tell their own convincing story of agreeable
profits and pleasant factory relations. The proposi-
tion involves the continuous co-operation of the Mar-
tin Band Instrument Co. with the ambitious dealer
handling the Martin line. Martin quality goes hand
in hand with Martin service, and that is the sum of
Martin helpfulness that assures a feeling of reli-
ability in the customer and realization of profits to
the dealer.
SEEKING FACTORY SITE.
The A. W. Davis Co., manufacturers of furniture
and phonographs, has written to the Peoria, 111.,
Chamber of Commerce asking concerning ground or
buildings for a location. The company does not seek
a bonus and the proposition is being investigated.
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Chicago
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