Evening star., 1924-09-09
SEE BIG INCREASE
/ OF RADIO SALES
manufacturers Predict Huge
Equipment Business for
| Season.

INEW YORK, September s.-With
kfe Impetus given to radio business
bt a Summer that has shown sales
per cent greater than any previous
Hhrm period, radio manufacturers
tte looking forward to a Fall and
Winter season that will set new
record In the purchase and use Of
Pablo apparatus, it is shown by trade
reports to the radio apparatus Sec
tion of the Associated Manufacturers
tf Electrical Supplies.
Many manufacturers. Influenced. In
part, by the advance orders for ap-
paratus placed by dealers, who are
in close touch with the buying public,
are charging their production facili-
ties to meet the expected de ,and Of
the months to come. Should the ex-
pectations reflected by majority of
the renorts be realized, sales OF radio
apparatus and supplies during the
coming Fall Winter and Spring will
aggregate s350.0OO. 900, or about twice
the record of the CORE spending period
Of 1924.
Some of the considerations which
point to greatly expanded use Of
radio in the immediate future were
set forth by George ]. Eltz. jr.. of
the Manhattan Electrical Supply Co..
treasurer of the radio apparatus sec
tion.
Thousands OF Converts.
! New sets introduced recently and
bid ones improved this year have
shown such an advance over last
years models in selectivity, amplifi-
Eation and tone production by loud
speakers that thousands of converts
70 radio have been made" he declared
"a large number of persons who had
been indifferent to the appeal OF
fadio have just awakened with
start to find that the art has been
making giant forward strides. More
pver radio has taken on new artis-
tic stature. When broadcasting was
first begun. there was the attractive
novelty of drawing music and speech
from the air, and just what came In
fnattered little. but now the main
Interest is in the quality of the en-
tertainment and the perfection of its
reproduction.
THE current non-technical appear
Of radio. which is greatly widening
Its circle of adherents, is shown in
two ways. First. the sale of parts
that can be used in building sets at
home has not increased substantially,
whereas the sale of sets has doubled
In year. Second, a critical interest
Is being taken in programs. This is
brought forcibly to the attention Of
broadcasters by thousands OF letters
feceived daily a the studios. The
listening public is quick to evidence
It's disapproval of a poor program
and equally generous with praise
when some especially good entertain
tnent has been sent through the air..
Programs Improving.
I placed on their mettle by these
displays of interest. the broadcasters
have measurably improved the quail
tty of their programs during the past
year. and have shown notable ad-
vance in technique. New stations,
Furthermore. with excellent equip
nent and high-class entertainment
material have been established re-
tently in sections hitherto far distant
from the centers of good broadcast
ing.
I Dealers in radio sets and supplies
Aave added to their knowledge with
Experience and are constantly rem
9ering better service. There are few
sr 'fy-by-nighH concerns that sell
poor equipment at cut rates. Busi-
hess is now going to the dealers that
make an attractive display and dem
enstration of standard wares; that
employ men with technical knowl-
edge of radio, and that take pains to
see that sets are properly installed
and properly worked by the pur-
&haser.
Apparatus Stabilized.
!, The Introduction of apparatus that
gives virtually perfect reproduction
of speech or music is most i'm
portant factor in the sales that are
now being made. The purchaser can
look forward to long period of
eervice from his set, whereas not
long ago changes and improvements
were SO frequent that many prudent
persons hesitated to make an invest
fnent Furthermore, this factor is
bringing the deferred payment to
fadio sales Hitherto, because of the
constant Introduction of new models,
most sales were on cash basis, but
how d man can with confidence en-
bark on the purchase Of substantial
set on the same terms as phono-
graphs, pianos, furniture, and other
Staple articles are frequently sold.
J believe that the most important
development in radio merchandising
during the coming season will be
the vastly wider adoption of the de-
ferred payment plan, and this also
Eiu mean increased sales"