Evening star., 1924-09-29
CUT-PR|CE DEALER
QUITS RADIO FIELD
Disappears as Industry
Nears Stability, Says Man.
ufacturer's Report.

NEW YORK, September 2s.-The
cut price radio dealer. who sells poor
supplies and equipment and unheard-
of receiving sets, is rapidly disap-
pearing as the industry approaches
stability, according to report issued
by the radio apparatus section of the
Association Manufacturers of Elec-
trical Supplies.
STANDARD sets operated with bat
teries and other accessories pur-
chased from these dealers did not
work properly. and sets assembled
from the parts they sold gave. at
best, an assortment of noises that
was bad caricature of the program
material sent out by the broadcast
ing stations" says the report LAS
result, probably radio lost many
potential devotees. but the situation
is now much different, because the
from the standpoint of real. economy,
OF purchasing only standard sets, sup
plies and parts.
There is, however, still some in
discriminate price cutting to be OBJ
served, and ii is even INDUCED in by
reputable dealers. There Will, per-
haps always bo reductions on sets
at certain times, made with a view
to attracting new customers What
CNci may Oe Sdiu as 10 the WISDOM
of this practice, there can be no
question AS to the false position
taken by those who reduce prices on
batteries and tubes below the level
OF reasonable profit. The men who
make these reductions are blind to
their own best interests as well az
to the interests OF the industry as
a whole-for radio in the future will
depend to an increasing extent on
the sale of repIacements
Many factors are now operating
to eliminate the disreputable con-
Germs with their false appeals to
economy and to elevate the dealers
who are in the business with an eye
to the future. First and foremost OF
these, of course, is the ever-tighten-
ing grip that radio has on the public
interest and imagination. A radio
set is no longer regarded as play
thing. but rather as an investment
in entertainment and Information
that brings large returns. However,
there are other considerations more
or less bound up with the internal
structure OF the industry, it's manu-
featuring concerns and distributors.
Fewer Distributors.
Merchandising channels have be-
come well established. There are
fewer distributors, and they are hand
ling standard sets and standard sup
plies and replacements. The manu-
facturers, acting through the radio
apparatus section OF the A. NJ. f. S..
are cooperating among themselves,
so far as practicable. TO increase sta
bility by standardiZing parts, term
inals and containers.
THE public is being educated in
the Judgment of the worth of radio
merchandise. Informative articles in
the radio departments of daily news
papers and in radio magazines are
serving excellently to bring this
about, and the national advertising z
of the manufacturers is also helping
The better sort Of sets and supplies
is now becoming a matter of common
knowledge, and the time is here when
a man who undertakes the purchase
of radio set can be as assured of
the soundneSs OF the manufacturing z
firm as is the buyer OF an automobile
"A point has also been reach ed
where changes and improvements OF
apparatus are no more demoraliZing
than changes in automobiles or pho
nographs- Just as the automobile OF
today will run well for years and pre-
serve satisfactory appearance, sc
will any of the standard types of re-
ceiving sets maintain their usefulness
indefinitely. In fact, there is no rea-
son why a good set, adequately cared
for, should not last a lifetime.
Finally. radio has been esta blished
as an all-year-round amusement. Ii
was used as much last Summer as
last Winter, and this means a grea,
deal to the industry and to the deal
ers in radio apparatus, for in other
years they have had to weather a
disastrous slump in business during
the warm months"