The Bridgeport times and evening farmer., 1922-05-19
Radio Has Great
Possibility In
Merchandising

II ures applying to the rapid expan-
| ksion of popular and commercial in
ftsrest in radio telephony, appear in
! 4 the comprehensive survey of radio in
its merchandising and advertising
possibilities, prepared by Arthur
| Of Research and Information of the
i National Retail Dry Goods Associa-
/ ton.
Broadcasting stations of the 800
Meter wave length number now well
oyer 100, an increase of more than
so per cent within less than one
! month. Department store broadcast
ing stations of this class throughout
Il the United States have increased 100
|3I per cent. within the one month peri
cd and constitute nearly 10 per cent.
8 Of the total number. There are list
III ed in the report 2O2 manufacturers
II Of radio apparatus, including "a
plants producing complete recetv-
iRg sets; 85 manufacturers Of Access
Series and special units for recevi-
ing sets; % manufacturers of raw
materials and parts used in construc-
L ton of radio apparatus, and "a
a manufa cturers of A and batteries
II and battery recharging devices.
"A : A vast literature of radio has been
H born, almost over night. Nine new
u magazines devoted to radio are list
H. ed. Numberless popular monthly and
u weekly publications, together with all
trade journals even remotely con-
III cerned with the new field of indus
XII trial and commercial activity, are de-
III voting departments to the subject.
Mi Newspapers III ill large cities and
thousands in smaller centers feature
radio information for the general
lg public.
81 The National Retail Dry Goods As
ISOLATION survey, entitled Radio
merchandising in Department Stores"
covers radios Industrial and CONNER
sial development to date. The key
NJ nste throughout is that radio can be
n. made commercially profitable only in
HI hsofar as the merchandising of it is
H conducted on the basis of consistent,
mr. iPa1 tn tira
4 IMMUNITY.
III of all merchandise, the foreword
III points out, radio is essentially a ser
I'd vice business. Radio equipment is so
III varied in nature and use; the radio
K art is still so largely in process of
II development, and the instrum ents re
III juStment delicate that stores
III which would successfully deal in ra-
III dio goods must be prepared to give
II real service and to stand behind the
III merchandise sold. knowledge of the
III principles of radio telephony, and a
sales force especially Intelligent and
I trained, are indispensable.
III The survey informs the merchant
fully as to the underlying principles
and supplies the latest data compiled
twith regard to radio in it's national
Haspects. The directory lists all broad
casting stations licensed by the gov
aernment to broadcast, on a 36O-meter
hwave length, news, music, lectures;
market reports and times ignals; and
K itss lists, besides, amateur stations,
broadcastdng internationally and oc7
IL casionally with special programs, on
200 meters.
i These latest figures make it evident
4 that radio is not only past the 100
station mark but is well advanced in
the second hundred. The 36O-meter
stations listed number los. In the
Atlantic seaboard states there are 20
stations of $50 meters; in the Middle
Coast states, Sc, and in the Gulf
states, 5.
/ OF these government licensed sta
lions IA are maintained by depart
/ ment stores; 10 by newspapers, and
" by universities and colleges, with
Ohio State University and the Uni
?OO-meter station. The S60-meter
sations include even one church
ne Church of the Covenant in Balti-
<more, Md.
4 From the merchandising stand
point the number, character and 10
cation of these broadcasting stations
are of major Importance, because as
the survey observes.
eff a broadcasting station is located
in your city, the sale of all kinds of
radio goods will be very brisk and
every 20 families owning a receiving
set within the next or months.
If broadcasting station is not in
ypur immediate vicinity. the sale of
crystal sets''-ranging in cost from
SIS to $40 and receiving up to 20
miles-"will not be at all practical
ONLY the h12n6r pGlCeO vacuum luDS
aid simplifying sets, ranging in price
from SIS upward, must be counted
on
Cities having S6O-meter stations
Atlantic seaboard-Maine: Auburn
I; Massachusetts: Boston, Medtord
Hillside and Springfield, l each;
Connecticut: Greenwich and New Ha-
ven. l each; New York: New York, 3;
Ridgewood, l; Schenectady, 2; New
Jersey: Jersey City. l.; Newark, 81
Pennsylvania: Philadelphia, 8; Mary
land: Baltimore. 1; District of Co
lumbia: Washington. 4; Virginia;
Norfolk, l; North Carolina: Charlotte,
. l; Georgia: Atlanta, 2.
Middle West-Pennsylvani Clear
field and McKeesport, L each; Pitts
Burgh, 2: West Virginia: Charleston
Cincinnati. Dayton. Grenville' Toledo
and GAINESVILLE. 1 each; Indiana: An
dersop and Indianapolis. 1 each;
Illinois: Chicago. q Tulscola, /;
each; minnesota: Minneapolis, 2;
St. Paul, /; Nebraska: Lincoln and
tomaha. l each; Missouri: Kansas
poria, Manhattan and Wichita. 1
- each; Tennessee: Memphis, l.
Pacific Coast; Colorado: Denver.
i; California: Hollywood Long
Beach, Los Altos, Pasadena, Sacra-
mento San Jose and Sunnyvale, 1
each; Modesto. Oakland and stock
ton. 2 each; San Francisco. 3; Los
tAnseles. y; Oregon: Hood River, !:
Washington; Seattle. Tacoma and
Yakima, 1 each; Spokane, 2.
Gulf StateS-Louisiana: Shreveport,
IL; Texas: Austin, Dallas, Fort Worth
and Houston, l each
One of the most important divisions
Of the survey is the department de
voted to radio advertising which,
swhile it expounds in full the princ1-
pies of radio publicity as applied TO
newspaper advertising oy retail mer-
chants by no means is restricted to
the field of daily ADVERTISING The
fact that more than 5000 newspapers
are now carrying daily radio news
features leads the chapter on adver-