SSE Including ELECTRICAL APPLIANCES Section See pp. 57-86

184 Pages·2015·22.48 MB·English

Including
ELECTRICAL
APPLIANCES
Section
See pp. 57-86
CALD WELL-CLEMtNTS, INC NOVEMBER I9a5
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Profit Pointers ih AM, FM
Sets, Service and Records
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Selective Distribution
What's That?
Plenty! fl means llial Mallorv is not eotiteni mere- com p lei el v familiar with the electronics
ly In manufaeturc the finest rejilacemntiI parts field, alert and inteJligenl, willing and
made. It wants ymi to have them ivhrrr and able to gi\c you any ludp you netnl —
H'/ien you need llieni — with assislanec tvhen from prohlems of procuremenl to problems ol
yoit lu-nl it on I he l"'*! way to use them. merchandising. Selective Dislrihution means a
Thai's whv it has seleeled for your area llic Mallorv wholesaler filled by experience to save
must oulslaiiJinj> distributor it could find: one you time and worry. Get to know him belter!
Here's What Your MALLORY
Distributor Will Do For \ou:
Offer yon a rompleir line of Mallorv replace men I Provide, yon wtili bulletins, booklets, catalogs,
parls., - many of ihem first tievcloped l»y Mallory letters, giving complete data on what to use and
research . . . ALL of lliem gnaranjeed against where to use it . . . offer )ou special publieations
(treinalure failure hy years of service in llic iielr!. ami new developmenls ami technical service
E>
funibimenlals.
Meet the maxinnnn nnmltcr of your application
needs with the ininiinuni number of parts. I fix OlTcr bis own personal experience in helping yon
program of Mallorv Slandardiznlion will reduce solve unusual or diilicnll problems . . . help you
your investment, simplify replacement, speed train sales and service personnel . . . give you
up delivery. the extra help you need to meet emergencies.
(Jive you delailed information on prices, parts, Provide you, if asked, witb sound methods of
catalog numbers . . . work his head off to get keeping voiir business on the beam . . . give you
you I be items y<m need when you need ihem special promolioii materials to help you sell your
. . . give you prompt, eflieieut service aliravx. story to I be pnblie.
& &
Th'' I'url Your Mallorv Dislrihator I 'lays Is laiporlani I'ODA V—la YOU!
P. R. MALLORY & CO., Inc., INDIANAPOLIS 6, INDIANA
P.R MALLORY a CO. Inc VIBRATORS • VIBRAPACKS*' CONDENSERS
VOLUME CONTROLS • SWITCHES • RESISTORS
More than ever
FILTERS • RECTIFIERS • POWER SUPPLIES
ALWAyS
ALSO MAUORV "TRONICAt OKV SATTCRIES, ORKMNAUY
APPROVED DfVILOPED BY MAtlORY FOR tHf V. S. ARMY SIGNAL
INSIST ON PRECISION PRODUCTS CORPS, NOT PRESENTLY AVAILABLE FOR CIVILIAN USE,
•R<5 U.S 5» Ofj.
ppfil ^ ",l U... X ...
•■••if " : ■ tiM m ■ -;
Bsiablhhed in 1922 os afCTP/CAi RETAILING
li iig fil, ;
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fnctuding \
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ntamcAiN
including Radio and Television Today
\ APPUANCtS
Seztton /
y
^ f1, '.•'" ^ ■*!->■» " *«« ' i 1 ? ^ IN THIS ISSUE NOVEMBER, 1945
s f" # 1
•
OUESTES H. CALDWELl.
Btitfor
■fc, . - • » :
• IRadco. 'Jeievidco't eutct ^Recmdd
M. CLEME1VTS
COVER: P«# Se/fing Aids #o Work.'
Publisher
EDITORIAL—-Use Whof Vcu Have to Get the Sale ............'. 29
RADIO, TELEVISION. RECORDS, APPLIANCES TODAY 30
JOHN L. STOUTENBURGH
Managing Editor HOW TO SELL CUSTOMERS "UP" 32
HELEN TUURMAN FORMULA FOR SALES INCREASE 34
siatoclata Editor TODAY'S DEALER AND AUTO RADIO 36
WILLIAM E. MOULIC THE 1946 TELEVISION PICTURE 38
Technical Editor
RADIO SHOWCASE—Presenting the New Sets 40
CHARLES F. DREYER NETWORK SHOWS HELP THE DEALER SELL 46
4rt Oiroetov
MORE DOLLARS IN DISCS 48
ds tit font Editor* '■y X- PROFITABLE RECORD SELLING 50
v
NATHANIEI J KERN TEEN-AGE RECORD MARKET 52
SERVICE IS A SALES FUNCTION 55
SOLOMON HELLER
RADIO OffSPCTORT 56
E. T. BENNETT
RUTH MORRIS
STEPHEN 1 HALL
iterohdndising Editor * Stecrnicdd fififdCattceA
COVER: Remind Customer to Call You
BUSINESS OEPARTMEKT WHO SELLS THE APPLIANCES? 59
LEE ROBINSON NEW APPLIANCE MERCHANDISING METHODS 60
Sato* Mdhagdr APPLIANCE OPERATING COSTS 62
M. 11. NEWTON STORE "FACE-LIFTING" UPS SALES 64
Bwdnot* Manager
NEW APPLIANCE SHOWCASE 68
J. A. SAMBORN REFRIGERATOR SERVICE TIPS 84
R P. FOX APPLIANCE DIRECTORY 85
€. B ANDREWS LATEST PROMOTION MATERIAL 86
B. V. SPINETTA
Ctrculation Mdnagor
BEN MORRIS
Promotion Manager
Senoice a*td Sound
J. COSIN
RfisddreA NEW PRODUCTS OFFERED 88
B. HALL WHO'LL SERVICE FM AND TELEVISION 93
Produetloh
SERVICING FILTER CAPACITORS 96
AUTO VIBRATOR STANDARDIZATION 102
GARAGE DOOR ACTUATOR 107
BraneE Offices
GET READY FOR TELEVISION 114
CHICACO
K Y. EHZPA^RIGK SERVICE DRAWS SALES 116
201R ANN W0e2l^lsS St SETS SCENE FOR SALES 126
OJEVEEANJO. DISTRIBUTOR NEWS 132
piiDEEV B. iRixr? MANUFACTURER CHANGES M5
Bldg,, &SO Euclid Avc
MAfe 8270 NEWS OF THE 1NDUSTRV 135 to 178
EOS ANGELES
ROBERT W. ^AtKER
Waike. & !WWtt»»'
403 W 8Ui St.
VAndikr 9848
SAN FRANCISCO
WELa6lIk 8eC r P&oMs tI NM"STltnO. ttNtn' m r,rK
lOiier SSfS
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CALDWELL-CLEMENTS. INC.—TEL.: PLAZA 3-1340—480 LEXINGTON AVE.. NEW YORK
RADIO Cr Television RSTAlUNG, November, 1945, Vol. 30, No, U 25 cents a copy. Published monthly by Caldwell-Clemcnts, Inc., 4S0 Lexington
Ave., Ncvv York 17, N. Y. M. Clements, president; Orestes H. Caldwcll, treasurer Subscrfption rates United Stares and Latin American countries,
$1.00 for one year. $2.00 for three years. Canada 51.50 tor one year, $3.00 for three years. All other countries $2.00 for one year. $4.00 for three
years printed In 0. S. A. Re-entered as second class matter April 21, 1944, at the Post Office at New York, N. Y., under the act of March 3, 1879
Member of Audit Bureau of Cfrcutaflons Copvriohf by Caldwelf-Ocments, Inc., 1945. s •= - - .-c: «Trado-Mark Reg, U S. Pot. Off
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RotiioJ and Rodlo-Phonogrophi will be .available
in o cd(npl»'« line—a model for every gurfw**, Each set
carriei the ECA Radio WARRANTY TAG of Accttfote
Performance Rating.
Surveys covering ALL leading makes of radios—show that an alarm- use costs more—so every ECA Radio will give the consumer much
ing number of consumers never buy the same brand oj radio twice. more—in tone, in performance, in value.
And—when consumers change brands—they usually change stores.
Here is how HCA Radio is building brand loyally—to keep your
o ECA RADIO WARRANTS THE PERFORMANCE
customers . . and their friends . . . LOYAL TO YOUR STORE,
A Warranty Tag attached to every ECA Radio rates the ser as to
sensitivity, speaker size, frequency range and other important
• ECA RADIO MAKES FINER SETS
points. It also warrants that the set will perform in accordance with
Built into these amazing post-war ECA Radios are the experience the ratings given. The ECA Radio Warranty Tag is an "informa-
gained during our 21-year background in radio and our wartime tive label" that gives the consumer the facts, and solidifies his con-
experience in making vital radar test equipment. Each part we fidence in your store.
FEATURES OF ECA RADIO DEALER FRANCHISE
DYNAMIC NATIONAL Greater brand loyalty is only one of MANY advantages you get
o\Uei> ADVERTISING . . . with the ECA Radio Dealer Franchise . others are:
mFuillll iopnsa goef faedovdeerrtsis aemree naptsp eraerainchgi ning • Complete line—sold direct • Freight paid to your city
leading national magazines—Collier's
, . American Home . . and others. • Heavier deliveries, because • Protected dealer profits
Every od emphasizes the finer qualify
of ECA Radios . , dromalizcs the only limited number of • "Prc-sold" consumers
ECA Radio Warranty Tag . . .'the ex-
clusive DI-FUSA-TONE* feature and dealers will be selected • Extensive advertising
other acoustic and electronic inno-
vations of ECA Radios—and directs
people to ECA Radio Franehised
Dealers. A FEW FRANCHISES STILL OPEN
•Reg. U S. Fat. Off.
—WRITE FOR DETAILS TODAY
6 9
ELECTRDniC CORP. OF RmERICfl
^^WES^STH STREET, NEW YORK It, N. Y.
RADIO O Television RETAILING November. 1945
licw
TRAFFiC x-
BUiLVFR! $ EVERYONE CAN PLAY 17!
EVERYONE WILL LOVE IT!
CROWD
CATCHER f PROFiT
SOOSTFRf
It's the talk of the toy tradeFrom all over the country
orders are pouring in. Big stores, small stores, chain
* organizations—they're planning Typatune promotions
—preparing to cash in on this terrific toy item. No
wonder! TYPATUNE fascinates men, women, and
children. Looks like a stream-lined portable typwriter
—but it's actually an amazing musical instrument. , .
at a popular-gift price. Anyone can play TYPATUNE
. . . and everyone wants to!
PROMOTIONAL HELPS—National advertising and
publicity . . . counter and window displays . . . en-
velope stuffers ... newspaper mats . . . demonstration
$1495 instructions ... all to help bring you more traffic,
RETAILS (complsfe with MUSIC BOOK) at
more sales, more profits!
TYPATUHE ii quality-mad^—needs no tuning, no
servicing. Has 32 musical notes—2,72 chromatic
octavet-^-lndlcated by ."letters' of alphabet ar-
ranged exactly like standard typewriter keyboard, USE THIS ORDER COUPON NOW!
TYPATUNE Music Book with each Instrument en-
ables anyone^to play TYPATUN6 and'learn touch-
typing automatically. Smart wood case-—attrac- TYPATUNE, Inc.
tively finished in red and green. Siie IT/a" * 10" 45 West 18»h Street
x S'A" * . weighs about 5 lbs. New York 11, New Yerk
Gentlemen:
Red-hot for promotion at any time in Toy,-Music,
Enter our order for , dozen TYPATUNES {assorted
Gift, Stationery Deportments, Order now—for your colors}. Price is $14.95 per TYPATUNE, less 40%—Terms: 2%,
Christmas, pushl 10 days. Net 30 . . . F.O.B., N. Y. C.
^fanu/ocfured by Electronic Corp. of America
STORE NAME
45 Wesf 18th Street BUYER ..
typatune* inc. New York II. N, Y.
ADDRESS
CITY STATE
(Attach to your order blank)
•REC- U. ». P*T. OfF. RR-U
RADIO & Television RETAILING • November, T945
3
27,000 Copies!
A Statement from the
Publisher on Progress
in Clreiilarioii
In the past six months the cir-
culation of RADIO & Television
RETAILING has increased almost
fifty per cent. In June our net paid
ABC was 19,942. By December,
guaranteed distribution will be over
27.000. You may be interested in
knowing some of the factors which
caused this increase.
We are facing now the reverse of
what happened from 1940 through
1944. At every opportunity we elim-
inated or dropped subscriptions
from men who left the radio busi-
ness to enter military service or
work in war plants. This caused
our paid circulation to contract-
down to 17,000. Today, seemingly
from every field, new capital and
new x-etailers" are setting up shop
to produce—and to sell—more ra-
dios and electrical appliances than
ever before. Veteran dealers and
returning servicemen gaze with
equal fascination on our field.
From 17,000 and then 19,000, we
have gone now to 27,000. It ap-
pears that one of the first things
new retailers and manufacturers
are doing is to subscribe to our
magazine—voluntarily. No ceiling
is being set for RADIO & Televi-
sion RETAILING—we are allowing
it to seek its own level. With no
arbitrary circulation goal to meet,
no special circulation-getting meth-
ods are needed.
fx' f" The current vast activity engulf-
COIL »'• ing the entire trade is a manifesta-
tion of what is happening in the
national economy. Our duty here
is to look out for the retailers in
our field by publishing the kind of
3
g\s«r magazine which Is the most help-
ful to them. In doing so, we auto-
matically deliver to manufacturers
u
the buying outlets of the nation.
We have been doing that for twenty
•*
years. We hope to continue doing
so.
MERIT COIL & TRANSFORMER CORP.
M. Clements
TELEPHONS
4427 North Clark St. Long Beach 63ii CHICAGO 40 ILL.
f
RADIO & Television RETAILING • November, 1945
ANOTHER "FIRST" BY NATIONAL UNION RESEARCH LABORATORIES
AN example of how war-time research by National National Union 12^2
- Union engineers is helping to lay the founda- is- i */ i n
tion for vastly improved post-war Television, FM "'S" Voltage Recttper
and radio reception, is this new half wave high , , , .
vacuum rectifier the NU 1Z2. '"S PMk.^ ^. 20.000 volts
Here is a miniature with the voltage-handling Peak anode Current 10 ma.
capabilities heretofore possible only in full size DC Output Current 2 ma.
tubes. For a high voltage rectified supply in the Filament Voltage 1.5 volts
operation of radar and television equipment, the FiWm Current 300 ma.
NU 1Z2 saves space—operates with increased
efficiency—is exceptionally rugged. Its low filament The NU iZ2 is designed to withstand
power consumption suggests many new fields in shocks in excess of 500 G's.
circuit design and application, especially to the Maximum overall length 2.70"
"ham" and experimenter. Maximum seated height 2.37"
For the distributor and service dealer, such Maximum diameter 75"
original N. U. electron tube developments are Bulb..... T5'A
creating new opportunities for profitable N. U. Base Miniature Button 7 pin
Tube replacement sales — today and in the future. Mounting position Any
NATIONAL UNION
RADIO AND ELECTRON TUBES
NATIONAL UNION RADIO CORPORATION • NEWARK 2, N. J.
RADIO tr Television RETAILING * November, 1945
*
;
The new Magnavox Belvedere, authentic Chippendale at its conservative best.
The Magnavox Line Offers a Lasting Investment
in Gracious Living for Customers of Fine Stores
lAIHEN CUSTOMERS HEAR the new Magnavox their The Magnavox dealer enjoys the added prestige and
customer satisfaction that accompany the sale of a
acclaim will be universal. For to hear Magnavox
quality instrument. There is further, the non-competi-
Is a thrilling demonstration of all the wonders of radio
tive, profit-protecting Magnavox franchise that assures
science. After comparing the tone of Magnavox with all
ample markets and good profits.
other radio-phonographs, they will agree that in Mag-
In looking to the future, and continuing customer
navox all the music is so faithfully reproduced that
satisfaction and good will, look to Magnavox for leader-
listening becomes a new and wonderful experience.
ship. The Magnavox Company, Fort Wayne A, Indiana.
Not only a superb musical instrument, each of the
new Magnavox models is truly fine furniture. Customers
may choose from a variety of models, from authentic
traditional to the most refined contemporary styling. RAOa tO 5 nOHa O Nv O oG R g* Is xM _
Each is a masterpiece of furniture craftsmanship that
m
offers as well, the utmost in functional convenience and
acoustical efficiency.
6 RADIO & Television RETAILING • November, 1945
Little Giant MINIATURE
ir
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... •ttili 1 M
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• Power-packed Ken-Rad Miniature Tubes have helped wm
an
to popularize the friendly companionship of portable
radios . .. Now still finer tube performance is assured by
•>-s.
Ken-Rad's association with new, large research and
engineering facilities . . . The ever-growing consumer
a
demand for K,en-Rad quality means increased profits for
Ken-Rad Tube Dealers!
Wnle Jor your copy of
''Essential Characterhtics" KEN-RAD
the most complete digest oj
Division of General Electric Company
tube information available.
OWENSBORO.KENTUCKY
R^DIO b Television RETAILING • November, 1945
#- Would you like to get double dufy out
of your first year's factory production?
Do you want the quick distribution you will
need during reconversion?
Then consider the $4,496,734,000 Chicago
market—a rich, compact crea located at the
heart of fimerica, easily accessible to
factory shipments and salesmen alike-
r- Here is a market with a huge pent-up
demand for radios, washing machines,
refrigerators, "big unit" products generally.
Moreover, it is fortified by diversified
income and billions in savings.
Production Geared
No matter whether your production is
large or small, the Chicago market will
reward your attention as the place to get
the consumer buying you want.
-» This strategic area offers quick sales and
solid dealer and consumer preference when
the first easy selling conditions pass and
the competition gets lough.
Long famous for its big volume purchases,
the Chicago market has repeatedly broken
factory and branch sales records.
to Faster Sc les
X © Get started quickly in this great market
at one low cost and through a single
advertising medium—the Chicago Tribune.
1
One out of every three families in 756 cities
and towns of 1000 or mote population in
this area reads the Tribune on weekdays.
s On Sundays, it is practically every
Available for your study and use is a spe- other family.
cific Tribune sales program based on the Only the Tribune offers you a choice of
findings of an auto and household appli-
monoroto, coloroto, comicolor, newsprint color
ance investigation among consumers and
dealers. To gel these pertinent facts, address; and black-and-white printing—
C. S. Benham, Manager, National Advertis-
whichever you prefer—at one of the lowest
ing. Chicago Tribune. Tribune Tower, Chi-
cago 11, Illinois. milline rates in the country.
For marketing facts and merchandising
ideas, call a* Tribune represenfatlve.
m the great Chicago Market!

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