Music Trade Review

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permanency that now attaches to the
retail radio trade is to be found in
• K a d i * Service « : • • • • • •
the serious efforts being made by re-
tailers in various sections of the country
through their local organizations to co-operate
in the improvement of selling conditions to the
end that the public confidence in the radio
dealer may be firmly established and that the
Standard Warranty of Service of the Radio Merchants Guild of Cincinnati
dealer himself will follow out policies that,
while fair to the public, will protect itself and tives concerned in the business, with the result
tion, for instance, that where the reproduction
its fellow dealer from the evils that grow out
that they are in a position to mould public is poor it is well to try another station before
of senseless competition.
opinion and to minimize the efforts of the condemning the set on the chance that the
There is no question but that a very large smaller outside conderns to nullify their efforts. broadcast itself may be faulty; it is pointed out
proportion of trade evils that have cut so The Review has already called attention to that there are static and other electrical dis-
heavily into dealers' profits have been due to what a number of retail radio concerns on the turbances that up to the present time cannot
the spirit of competition between retailers in
Pacific Coast and elsewhere have done in the be readily controlled; some good advice is
the same locality. The desire to get the sale matter of formulating codes of practice for the given on the question of getting distance regu-
away from the other fellow on any terms and guidance of their members, and not so long ago larly, and the purchaser is urged to see that he
without giving thought to whether the conces- there was published the co-operative advertise- has proper aerial equipment and ground con-
sions made would allow any profit to remain. ment inserted in Cincinnati newspapers by the nections to insure the best results.
The public has been quick to sense this spirit
Radio Merchants Guild of that city advising
Paragraphs are also given over to the care
of competition, and a very fair proportion uf
the public that the insignia of the Guild sig- of the batteries and other matters. The main
prospective buyers have been inclined to shop nified that the dealer who used it was to be thing is that the certificate appears to make an
around to ask for and receive discounts from considered reputable, selling only merchandise excellent impression upon the customers, who
list prices, to demand and receive unreasonable of recognized quality and being ready to back
feel that they have something tangible at hand
service at the expense of the dealer, and to in- up that merchandise. Now the Guild has gone to protect their interests should the receiver
sist upon trade-in allowances out of all propor- a step further and has prepared a "Standard prove defective.
tion to the value of the instruments turned in. Warranty of Service" for the use of its mem-
The Radio Merchants Guild has gone a step
Various individual concerns long ago took a bers. This certificate, prepared with all the further in an endeavor to check the home dem-
firm stand with the public, particularly in the care of a stock certificate, carries the guarantee onstration evil by adopting a standard approval
matter of service, defining sharply service to of the dealer that he will be responsible for form reproduced herewith which specifies that
which the customer was justly entitled without any defects in the set itself for a period of
no instrument shall remain on approval for
charge, and that for which he must pay. A ninety days, provided the mechanism has not longer than two days, requires that the pros-
great majojrity of the dealers, however, work- been tampered with, and will repair the set pect obligate himself to return the instrument
ing alone did not have sufficient courage to without charge to the purchaser, it being under- to the dealer in as good condition as when re-
stick up for their principles in the face of pos- stood that tubes and batteries are not so guar- ceived and provides a form to be filled in should
sible loss of sale, and the result has been disas- anteed. The certificate carries with it three the prospect decide to buy. It is believed that
coupons, each good for a service or inspection
trous in many instances.
the form, strictly adherred to, will discourage
the activities of those who have worked one
Now we find that through co-operative effort call within the period of the guarantee.
retailers are able to handle their radio column
The back of the warranty certificate carries dealer against the other for home demonstra-
tions, and thus kept supplied with radio re-
on a sane and equitable basis. In most sections some general information regarding the care of
ceivers without charge over long periods, and
where associations exist there are included in
radio receivers and methods of handling them
{Concluded on page 31)
the membership practically all the representa- to insure satisfactory reception. The sugges-
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