CIRCULATION NOW 7,500 COPIES, MONTHLY ......1. Covers sets produced 1938 through 1946. Order DC -1....

CIRCULATIONNOW 7,500 COPIES, MONTHLY

JANUARY 1952

POULTER PUBLICATIONS LIMITED86 Bathurst St., Toronto, Ont.

For a BETTER Test Pattern

Shown above is the trade -mark which appears on the shipping label of each T.V.C.television aerial which goes out from our plant. It is your assurance of a qualityproduct built to exacting engineering standards. A good television receiver de-

serves a good aerial. There is no finer aerial built than the T.V.C.

T.V.C. television aerials are sold by leading jobbers across Canada.Write us for the name of the jobber nearest you.

TEE NEE CORPORATION1475 QUEEN ST. WEST TORONTO, ONT.

RADIO - TELEVISION & APPLIANCE SALES FOR JANUARY, 1952

Custome- Satisfaction - your key to

sales wi-h Marconi RVC Radioirons.

Precision made to give greater rower,

longer life and better tone, these tubes

build goodwill and prof ts year 'round.

Stock and display Marconi RVC Radiotrons, the

tubes which bear the greatest name in radio and television!

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radiotubes MARCONI RADIOTRONS

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The finest name in British electronics has created

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an outstanding contribution to the mantel radio field

Powerful 7 -tube circuit

Six wavebands with accurate bandspreadtuning.

Pye tone master control with 7 positions

Separate oscillator for superb shortwaveperformance

Inside antenna provides excellent standardband reception

Handsome cabinet with beautiful hand -rubbed walnut finish

Super -fidelity 8" speaker In 25 or 60 cycle AC

British Columbia:Johnston Appliances Ltd.,108 West Broadway,Vancouver, B.C.

Northern Saskatchewan:Davies Electric Co.,347 Second Ave. S.,Saskatoon, Sask.

Ask your nearest distributor or contactPye (Canada) Limited, Ajax, Ontario.

Alberta:

Electrical Wholesalers Ltd.,

332 -7th Ave. West,

Calgary, Alta.

Ellis Electric Ltd.,

108th Street,Edmonton, Alta.

Southern Saskatchewan:Radio Supply & Service Co.,1965 McIntyre Street,Regina, Sask.

Ontario & Maritimes:Trans Canada Distributors,81 King St. East,Toronto, Ontario.

Manitoba:Thl T. Rathwell Co.Bell Block, 370 Donald St.Winnipeg, Man.

Newfoundland:Watton's Radio Electrical

Supplies,6 Broadway,Corner Brook, Nfld.

PYE CANADA LIMITED AJAX ONTARIO2 RADIO - TELEVISION & APPLIANCE SALES

Vol. 8JANUARY

R DIFTELEUSION\PPI.IANCE SUES

No. 1

1 9 5 2

Printed and mailed from Toronto, OntarioA Monthly Magazine Serving Canada's Radio, Television & Appliance Industries

Successor to Radio Sales - Established 1924

OUR COVEROur cover this month shows a successful home demonstration andsale of a television receiver. The television set is a 20 -in. Admiralconsole and the "customers and salesman" are members of theCanadian Admiral Sales Ltd. staff.

ContentsPage

Editorial 4

Electrical Industry Plays A Vital Part In Industrial Mobiliza-tion - by H. M. Turner 9

Canada's 1951 Distribution Census To Cover Over 250,000Establishments 10

C.A.R.A.D. News and Notes 13

More Television Sales Are Made By Home Demonstration . 14

Television - News and Views From the TV World 16

The Future Belongs To Those Who Prepare For It - byS. J. Randall 18

What's Ahead In 1952 - For Television - by S. W. Wellum 22

R.E.T.A. News and Notes 23

New Products 32

Current Literature 36

News of the Industry 38

I.R.E. News and Notes 44

Calendar of Meetings 46

POULTER PUBLICATIONS LIMITED

86 Bathurst StreetPhone EMpire 4-5176

Toronto 2-B, Canada

Authorized as Second -Class Mail, Post Office Department, Ottawa

In the United States: Macintyre, Simpson and Woods, 75 East WackerDrive, Chicago 1, Ill.; 101 Park Avenue, New York, N.Y.; 1900 Euclid

Avenue, Cleveland, Ohio

Subscription Price: Canada and British Empire $2.00 per year;United States $2.50; Other Countries $3.00. Single Copies, 25c.

ROBERT C. POULTER, Managing EditorJOHN T. ROCHFORD, Director of Advertising

A. L. VINCENT, Assistant EditorMEMBER

[ins CIRCULATION STATEMENT, AUDITED BY CANADIAN

CIR"ITLATIONS AUDIT BOARD, ON REQUEST

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HOWARD W. SAMS 8 CO., INC.

FOR JANUARY, 1952 3

Editorial

Credit Restrictions Relaxed

As we go to press, word has been received of thegovernment's decision to relax credit restrictions onappliances and radio as well as on certain other mer-chandise, particularly durable goods.

The term of payments has been extended to 18months which should be of considerable assistance tomany customers who felt unable to meet the highermonthly payments made necessary by the restrictionswhich limited payments to a term of 12 months.

The down payments remain at one-third of thetotal purchase price; minimum payments must be$10.00 per month or $2.50 per week. Thus the newregulations will make little difference in the case ofless expensive items but they should have a decidedlybeneficial effect on sales of higher priced merchandisesuch as major appliances, television receivers and thelarger radio sets and combinations.

However, the trade generally is disappointed thatno reduction was made in the minimum down pay-ments. It is possible that further adjustments in theregulations may be made later but in the meantimethe large monthly down payments continue to preventmany people from making purchases even though theywould be able to pay the monthly installments withoutdifficulty.

The restrictions on credit have had a drastic effect

Hold That Price Line

on sales of the products of our industry. Undoubtedlythere were other factors which had an effect, too, butthe curtailment of credit proved to be the straw thatbroke the camel's back. Instead of simply curtailingsales, these regulations practically ruined them, afact which the government should have been able toforesee if the matter had been investigated sufficiently.Delegation after delegation of manufacturers anddealers associations tried to tell the government whatwould happen. Brief after brief was submitted andall the pertinent facts were given in clear, unrefutableform but nobody in Ottawa was willing to listen tothe advice of the industry's merchandising experts.Now the damage has been done and the losses cannotbe recovered. However, it is hoped that the outlookfor the future will brighten perceptibly once the fullimpact of the new regulations sinks into the publicmind.

There is no doubt that the publicity given to therestrictions had an unsettling effect upon the people.Now, the publicity can act in reverse and thus removethe uncertainty. Customers will know where theystand and will be more inclined to buy instead of con-tinuing to postpone their purchases.

The dealer will at least have one major obstacleout of the way but there should be no let-up in theeffort to have further relaxations made in the taxand credit situation. In the meantime, the dealer willhave to rely on salesmanship and sound me:chandis-ing practices.

The legislation prohibiting the maintenance of fixedlist prices now on the statute books of Canada, hascreated widespread discussion and, with few excep-tions has been bitterly opposed by the radio -TV andappliance industries. The Canadian Electrical Manu-facturers Association, the Radio -Television Manufac-turers Association of Canada, the Canadian Associationof Radio and Appliance Dealers all submitted briefsin favour of the established practices of controlledprices and orderly marketing. Other trade groups didthe same.

The government, however, turned a deaf ear to thepleas of the industry leaders, having apparently madeup its mind that it would play up to the public bysuggesting that "freedom" from price maintenancewould lower the cost of living. So far very little hastaken place that would suggest that this end willactually be attained. Moreover, even if it had it wouldbe at the expense of the retailer who, by and large,cannot afford to make any more sacrifices for thebenefit of someone else.

It is doubtful if any such important piece of legisla-

tion has been pushed through the House so hurriedlyor in such complete disregard of the industry which isperhaps most seriously affected.

Under the new legislation, manufacturers cannotrequire their dealers to maintain fixed list prices.Already some manufacturers are drawing up newfranchises without a price maintenance clause. Themanufacturers can of course "suggest" a suitable listprice. This is in fact necessary as a guide to the dealeralthough it would not necessarily be the price at whichhe would offer the merchandise to the public.

The new Bill authorizes stiff penalties for thosefound guilty of breaking the regulations and empowersthe Combines Commission to make such investigationsas he deems necessary to determine whether or not theregulations have been violated.

The industry policy must now be to wait and see.Even though the Bill is now law, there is no reasonwhy, if it appears to be as unsatisfactory as is pre-dicted, the fight cannot be carried on and suitable reliefobtained.

In the meantime dealers, large or small, who usethis Bill as a means of slashing prices and engagingin unfair competition will simply be cutting their ownthroats.

4 RADIO - TELEVISION & APPLIANCE SALES

. ,

NN

, ,

o ss, ,, Al I

. o '

-,

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0 SS -:#....

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When you use CentralabExact Replacement Controls

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There's a Centralab Custom Control-or StandardirdleSkpf unit that's Quickest-for -Service

Service Engineers! Centralab's famous Blue Shaft andCustom Controls are exclusive service items. You'll findBlue Shafts available in a complete line of plain andswitch types with resistance ranges from 500 ohms to 10megs. in a wide variety of tapers and tapped units! AllCentralab controls are packaged singly. Blue Shafts arealso available in handy plastic boxes of 12 and in aspecial metal cabinet containing 22 controls. NO EXTRAcharge for the cabinet.

Blue Shaft Controls with attached switches are your smartestservice buy! Why? Because they save you valuable bench -

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Check These LOW PRICES on Popular Blue Shaft Controls!Ohms Max.

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B -60-S' 500,000 C-2 (audio) Volume or Tone `.2.10B-70 1 megohm C-2 (audio) Volume or Tone S1.40

B-70-S I megohm C-2 (audio) Volume or Tune '2.t0*Switch Type

Ask your jobber or write direct for Bulletin42-106 on Blue Shaft Controls. Send 25 cents forCentralab's TV and Custom Control Guide.

Division of GLOBE -UNION Inc.924 E. Keefe Avenue Milwaukee 1, Wisconsin

Represented In Canada by:KELLY-HEENAN CO., 2293A Yonge Street, Toronto 12, Ontario C. M. ROBINSON, 207 Scott Block, Winnipeg, Manitoba

FOR JANUARY, 19525

IT'S READY FOR YOU NOW... and you WANT it!

A Complete Canadian T. V. Service ManualGiving FULL Data

NOW READY-A Canadian T.V. ServiceManual-the first of its kind containingtechnical information and data on everyCanadian T.V. Set (to Dec. 20th,19511. No Service Technician will wantto be without this valuable and up-to-date book. NOW READY.

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on Every Canadian T. V. Set

READ THESE 10 REASONS WHY

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Consists of three book -form supplements in an attrac-tive gold -stamped, new type binder which stands

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2 years supply-designed to last for years. Total

pages 309.

Includes all data available up to Dec. 20, 1951, cover-ing 98 models made by 17 Canadian manufacturers.

Supplement No. 1 carries a preface consisting of ageneral discussion of TV alignment procedure, troubleshooting, typical faults and test patterns.

Except in the odd cases where the manufacturer has splithis chassis into two parts, diagrams are printed ondouble -size fold pages.

Where manufacturers' original drawings have been toosmall to be clearly legible, they have been enlarged.

Data provided covers circuit diagrams, alignment,

chassis layouts, trimmer locations, socket voltages,waveform diagrams, critical lead dress, standard broad-

cast receiver diagrams for combination models, part

location diagrams and special service notes.

First and second runs and all changes during produc-tion, reported up to Dec. 20, are shown. Manufac-

turers' chassis markings indicating these changes aregiven.

All troubles reported in the field (up to Dec. 201 andtheir remedies are given.

Changes necessary in some important U. S. receivers

to convert to 25 cycles are given.

All material has been examined and approved byService Department officials connected with the Cana-dian Television Industry.

ORDER THROUGH YOUR REGULAR JOBBER

TELEVISION5thrvicemanual

PUBLISHED BY RADIO COLLEGE OF CANADA, TORONTO

.6RADIO - TELEVISION & APPLIANCE SALES

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8 R 11)10 -TELEVISION & APPLIANCE SALES

Electrical Industry Plays Vital Part In Industrial Mobilization

An End -of -the -Year Summary of Industry Trends

THESE are times of high adven-ture for Canada, as the nationenters the most expansive

period in its history.A growing sense of national

destiny; the rapid development ofnatural resources; our sharply -increased engineering and produc-tive capacity, backed by the bestin world research and investment;an economy that shows sustainedbuoyancy while retaining its tradi-tional soundness - these are im-portant new sources of strengthas the nation moves confidentlyinto the challenging days ahead.In almost every phase of Canadian'enterprise, electricity continues toplay a vital part in the strengthand well-being of the nation-animportant factor, also, in enablingus to meet our mounting inter-national obligations.

Rapid Expansion In CanadaDuring the past decade, Canada's

rate of expansion has probablybeen greater than that of any othernation, helping to win for us anew high place in world affairs.It is significant to note, for ex-ample, that we have a nationalincome about as great as the com-bined total for the thirteen coun-tries of South America-though wehave less than one -eighth of theirpopulation. This may be explained,in part, by the very extensivedevelopment of our power re-sources, for we use about threetimes as much electrical energyas the entire southern continent.

Under the steadily -increasingimpact of the defence program,three fairly -well-defined phases ofindustrial mobilization may nowbe observed. The first is to in-crease our nation's basic produc-tive capacity-and this is now ap-proaching full flood. The second,flowing from it, is to producesufficient military durables to meetdefence requirements. The thirdis to free the production of con-sumer durables, in order to sta-bilize the economy and to meet theurgent needs of our expandingpopulation.

Electrical Industry ImportantThe electrical industry has an

important function in each of thesethree phases. The outlook for the

coming months therefore varieswidely within the industry, accord-ing to the urgency with which eachphase will be pressed-and this, inturn, will depend mainly upon thedanger of all-out war abroad andof spiralling inflation at home.Recognizing fully the dangers ineach case, the industry is preparedto play its full part in the nationalinterest, confident that we, as apeople, possess not only the pro-ductive capacity but the courageand discipline necessary to winthrough.

The principal emphasis withinthe electrical manufacturing in-dustry at this time is in the `appar-

by

H. M. TURNER

President, CanadianGeneral Electric Co., Ltd.

atus' field-in the production ofcapital goods urgently needed byutilities and industry as a part ofindustrial mobilization. In addi-tion, about 4 per cent of its pro-ductive capacity-particularly inelectronics-is currently devotedto the production of materiel forthe armed services. The productionof consumer goods such as appli-ances and radios, on the otherhand, has been cut back during thepast year to about one-third of itsearly -1951 level, under the severecredit and tax restrictions imposedupon it and the growing uncer-tainty about material supply.

H. M. TURNER

Need Adequate Power SupplyAn essential in our defence

structure is an adequate supply ofpower. Electric utilities are there-fore expanding their generatingcapacities at a rate of over onemillion horsepower a year. About900,000 hp of hydro -electric powerand 350,000 hp of steam -electricpower were added in 1951, bring-ing the total Canadian installedcapacity to over 131/2 million hp.Over 3 million horsepower cur-rently on order and many otherdevelopments actively projectedwould indicate that the rate ofincrease will move upward duringthe coming months. Each new pro-ject, however, requires manymonths to bring into full opera-tion, not only in harnessing the`prime mover' such as water orsteam, but also in the design, pro-duction, testing and installation ofcomplex equipment such as gen-erators, transformers and switch -gear and a wide array if wire andcable and other supplies.

It is anticipated that an im-portant new source of power -natural gas-will be employed inpower generation, through the useof gas turbines. In the meantime,the need to continue the develop-ment of our rich water resourcesis more urgent than ever, as in-dicated by the sustained effort toclear the way for the St. Lawrenceseaway and power project.

More intensive use of power isan important factor in our economyfor, as a nation, our manpowerresources are limited in relation tothe wealth of natural resourcesawaiting development. Increasedoutput and earning power in in-dustry are therefore almost en-tirely dependent upon greater me-chanization and the use of morekilowatt hours per manhour. Ithas been estimated, for example,that a 1000 -horsepower motor,efficiently applied, provides thesame physical effort as an armydivision. Such power, availablearound -the -clock on our produc-tion lines, effects a significant in-crease in the productivity of ournation's expanding labour force.Through the use of new control

(Continued on page 28)

FOR JANUARY, 1952 9

Canada's 1951 Distribution Census

To Cover Over 250,000 Establishments

SECOND and main stage of Can-ada's 1951 Distribution Census-the fourth and largest in the

country's history-will start earlyFebruary, when the Bureau ofStatistics will mail questionnairesto .some 230,000 firms of all kindsand sizes in the retail, wholesaleand services fields asking informa-tion about the operations of about255,000 establishments.

Twenty-three different sched-ules, designed to apply to the dif-ferent kinds and sizes of tradesand services, will be used in thisnationwide survey of these im-portant segments of the nation'seconomy. Each has been framedcarefully in the light of .past ex-perience and after consultationwith associations and representa-tive firms in the different fields anddivisions of these fields.

Preparation of a complete listof establishments in the three maindistribution fields formed the firststage in this Census. For this pur-pose, the field force of 18,500Census enumerators, who gathereddata about population, agriculture,housing and fisheries last summer,at the same time recorded thename, address, kind of businessand relative sales -size of all re-tail, wholesale and service estab-lishments. The information thusobtained has been edited and clas-sified at the Bureau to provide amailing list for sending the formappropriate to its kind and sizeof business to every firm fallingwithin the scope of the Distribu-tion Census.

Tabulation of the returns madeby the Census enumerators, afterediting in the Bureau to eliminateduplications, showed about 160,000establishments falling within theretail trade classification, approxi-mately 30,000 in the wholesalegroup, and 65,000 in the varied ser-vices group. Allowing for the factthat the coverage in the 1951Census will be slightly more ex-tensive than in 1941, these figuresindicate substantial increases ineach category over ten years ago,when the number of retail estab-lishments was recorded at 127,331,wholesale at 24,758, ' nd service at55,917.

Coverage of GroupsNumerically largest, the retail

group as covered in the Censusconsists broadly of all establish-ments engaged mainly in the dis-tribution of goods to the consumer.It includes, for example, grocery,drug, general merchandise, ap-parel, footwear, furniture, hard-ware and variety stores, meatmarkets, lumber and building ma-terials dealers, fuel firms, dealersin second-hand materials, and alsoautomotive dealers, filling stationsand restaurants.

For census purposes, the term"services" is confined to certaintypes of establishments-generallylocated in the retail trading areaof urban centres-whose revenueis derived from the providing ofservices rather than from the saleof merchandise. F u r the r, thecensus of service establishments isrestricted to certain types of ser-vices.

Range of Common questionsThe questions asked in the

Census of Distribution schedulesare much the same as in 1941 andhave been used only after carefulstudy of the usefulness of the in-formation they will yield. Follow-ing is a list of the items commonto most forms: -

1. Form of organization, i.e.,single proprietorship, partnership,incorporated company, etc.

2. Specific kind of business.3. Rough breakdown of annual

sales by commodity classes (serviceestablishments excluded).

4. Number of working proprie-tors (where applicable).

5. Number of paid employees,i.e., both maximum and minimumduring the year.

6. Total payroll for paid em-ployees for the year.

7. Total sales and receipts forthe year, broken down (where ap-plicable) to show retail, wholesale,and service sales and receipts.

8. Total sales and receipts,broken down between cash andcredit and in the case of retailestablishments further brokendown between instalment andother credit sales.

9. Total acounts receivable atthe end of the year; in the retail

field broken down between instal-ment and other credit receivables.

10. Total stocks on hand for saleat end of year (applicable to ser-vice establishments only in certaininstances).

11. Yearly rental (where applic-able).

Variety of SchedulesBy way of illustration of the use

of different forms, all retail stores(except automotive) whose annualsales (as recorded by the enumera-tors) are less than $30,000, andfour -fifths of the retail stores withsales between $30,000 and $150,000,will be sent a schedule known asRetail Form I (Short), which asksfor information of the coveragealready outlined. The remainderof the stores with sales between$30,000 and $150,000-constitutinga 20 per cent sample of this group-will receive a schedule known asRetail Form 2 (Long), which asksfor commodity data in addition tothe other information. Stores withsales over $150,000 will receivestill another schedule-Retail Form2A (Long) - asking commoditydata also, plus certain informationon repairs and capital expendi-tures. Retail chain units will re-ceive a special form combining theinformation sought in the Censuswith that obtained in the Bureau'sannual survey of these businesses,and for warehouses operated bythese companies there will be stillanother schedule.

Return of FormsFirms will be asked to supply

the information covered by theitems in the schedules for thecalendar year 1951 or for theirbusiness year ending nearest toDecember 31, 1951. If a firm didnot operate for the full year, itwill be asked to complete the formfor the part of the year it operated.As already indicated, the formshave been made as brief and simpleas possible consistent with the pur-poses they are designed to serve,and in most cases the informationasked will be readily availablefrom a firm's books.

Firms will be requested to re-turn the completed schedules be-fore the end of February. Process-ing of the statistical data containedin them will start as soon as theyare received, and the earlier theforms are returned the earlier willit be possible for the Bureau totabulate and release the valuabledata obtained from them. On theother hand, delays in the return ofschedules will mean delay in mak-


10 RADIO -TELEVISION & APPLIANCE SALES

NEW 1952

this superb set brings in cfi ate r,'-' - hter t-harpc-*a:ea- reception. Power has been stetpe '.up as nnAnd here's another "plus" . . . beccuse d the faUHF stations. Compaw performance . . . fea-tures . . . price, compare Admiral =or '52-bestseller in sight! Retail Price: $49.95

Walnut (Slightly higher in Nlahogary andLimed Oak)

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mini: leader in television for 1952.Retail Price: $529.95 Complete in It3TalnutSlightly higher in Mahogany and Limed Jak)

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BRITISH COLUMBIA AND YUKON: Gordon & 13v1yea Ltd., 101 Powell St.. VANCOUVER, B.C. ALBERTA (South): Messrs. T. H. Peacock. 215 -12thAve. W., CALGARY, Alta. ALBERTA (North:: Messrs. T. N. Peacock, 10519 Jasper Ave., EDMONTON, Alta. SASKATCHEWAN: McKenzie AutoEquipment Ltd., 2035 Albert St., REGINA, Sask. MANITOBA & N -W. ONTARIO: Allan Lyone Ltd., 56 Albert St., WINNIPEG, Man. SOUTH-WESTERN ONTARIO: Canadian Admiral Sales Ltd., 650 Sandwich St. W., WINDSOR, Ont. CENTRAL & NORTHERN ONTARIO: Canadian AdmiralSales Ltd., 1395 Bloor St. W., TORONTO, Ont. EASTERN ONTARIO AND WESTERN QUEBEC: McMullen Supplies Ltd., 433 Laurier Avenue,W. OTTAWA. Ont. CENTRAL NORTHERN AND EASTERN QUEBEC: Canadian Admiral Sales Ltd., 400 Atlantic Ave., MONTREAL, Que. MARI-TIMES & NEWFOUNDLAND: MaritNme Radio Distributors Ltd., 81 Upper Water St., HALIFAX, N.S.


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RRIUMIra C.A.R.A.D. NEWS

Toronto Dealers Hold Annual Meeting

Successful Annual Meeting in the Form of a Dinner Held inConjunction With a Turkey Roll - New Officers Elected

oN WEDNESDAY, December 5,the Toronto Association of

Radio and Appliance Dealers heldtheir annual meeting and electionof officers. Over two hundred andfifty dealers and their salesmen at-tended the meeting which washeld in Columbus Hall on Sher -bourne Street.

Something a little different wasadded to the meeting this year inthe form of a turkey roll. A wheelof fortune was set up on the stageat one end of the hall and at eachspin of the wheel some luckymember won their Christmas tur-key. Fifty turkeys, twenty-fivehams and a live turkey were dis-posed of in the "roll."

Jack Babcock welcomed themembers and guests and introduc-ed the head table. He stated that

the association intended to makethe turkey roll an annual affair.Lloyd McKee also addressed themeeting and presented the slate ofofficers for election.

In his president's report, JackBabcock thanked the members andthe board of directors for theirsupport and in reviewing themeetings of the past year, he saidthat 1951 had been one of the full-est years the Toronto Associationhad ever had. He said that the Ot-tawa meetings had helped to makeit a very busy year. The member-ship had increased substantially,he said, and the attendance at allthe meetings was excellent. Inclosing Mr. Babcock urged themembers to do their part in sup-porting all association matters.

Joe Cheshire, president of the

The newly elected executive of the Toronto Radio and Appliance Dealers Association.Front row shows J. Babcock (right), past president, congratulating the new president, J.Hollows. Centre row (left to right) - Harold Graham, Cy Collins, Ted Humphries. Backrow (left to right) - Harry Foster, Harry Say and Al Ogg. Ken Wood was also electedto the board of directors but was not available at the time the photograph was taken.

A. A. WILKES

Mr. Wilkes has recently been appointedas secretary -manager of C.A.R.A.D. to re-place Frank Quartermaine (see December

issue-page 68)

Ontario Association, spoke for afew moments and introduced StanRandall, president and generalmanager of the Easy Washing Ma-chine Co. Ltd. Mr. Randall's ad-dress on the current tax and creditsituation is reproduced elsewherein this issue.

The new officers elected for the1952 term are as follows: President- J. Hollows; past -president -Jack Babcock; treasurer - HarrySay; directors - Harold Graham,

ronto Television; Ted Humphries,Static Shop; Harry Foster, EastEnd Tire; Al Ogg, Federal Radio;and Ken Wood, Ken Wood Ap-pliances.

Two presentations were madeduring the course of the evening.Joe Pardie thanked the retiringpresident, Jack Babcock, for hiswork and presented him with adesk set.

Harry Edwards thanked FrankQuartermaine on behalf of the as-sociation and presented him witha desk set. Mr. Quartermaine, whohas left the association to go withEasy Washing Machine Co. statedthat he had enjoyed his four yearsas secretary -manager of the asso-ciation and called on members tosupport the new secretary -man-ager, Art A. Wilkes.

Following the dinner and busi-ness session, the tables were clear-ed away and Ron McCormick andJoe Pardie conducted the roll forthe turkeys and hams.

Chatham and Kent DealersHold Fall Dinner MeetingThe fall meeting of Radio and

Apliance Dealers was held at theBluebird Restaurant on November


FOR JANUARY, 1952 13

More Television Sales Are

Wherever Possible TV Receivers Should Be Sent

Out On a Trial Basis - Once the Set Has BeenInstalled in the Home, It is Usually There to Stay

ONE of the best and, at the present time, probablymost neglected methods of selling TV receiversis the home demonstration method. Why sit back

in your store and wait for customers who, even if theyare thinking of buying a television set, may neverenter your store? Every sale made in the prospect'shome may mean one sale less for your competitor whowaits for business to walk in.

The following series of photographs shows a homedemonstration and sale of a TV receiver from the timethe customer first conceives the idea of buying untilthe final closing of the sale.

1. In home selling or in any other type of selling,one of the major problems is getting the prospects.Advertising is one of the best known methods of arous-ing interest and in this photograph the husband andwife are looking at a newspaper advertisement ontelevision which has aroused their interest. A continu-ous campaign of moderate newspaper ads keeps thedealer's name before the public and creates prestigeand confidence in the dealer. Direct mail is anothermethod of getting your story across to prospectivecustomers and can be aimed at a selected orgroup of homes.

2. In this photograph, the salesman is shownapproaching the prospect's home. A home call shouldcoincide or follow a newspaper or direct mail cam-paign. In this way, the salesman is not making a "cold"call. The advertising has already introduced him. Also,in any campaign of personal selling, a background ofadvertising will double the impact.

3 Here, you will notice, the salesman is calling ona home right next door to a television owner. Heknows that, more than likely, this family has had theirinterest in TV aroused by their neighbour's set. Thepresent TV owners should not be entirely discountedas probable buyers. A large portion of the sets now inuse are the small and medium size screens and thereis a large trade-in market to be tapped.

The character and appearance of the door-to-doorsalesman is extremely important. He should be clean,neat and well spoken and he should be thoroughlytrained in this type of selling. There should be noindication of high pressure in his methods.

3. Here, the salesman is taking advantage of themanufacturer's literature to show the various models.The manufacturer has this literature printed for adefinite purpose and it should be used wherever pos-

4 sible. By leaving these pamphlets with the prospects,it gives them a chance to study the appearance andfeatures of the various models.

Selling television is a family affair and even thechildren should be included in the sales talk. Childrenare always enthusiastic and wield a surprising in-fluence in most family affairs. By explaining thevariety of programs available to children on TV, you


Made by Home Demonstration

will enlist their enthusiasm on your side. Older folks,shut-ins and invalids, too, should be included in thediscussion wherever possible.

Here, the salesman has found an interest in tele-vision and offers to send a receiver to their home fora free trial demonstration and stresses the fact thatit entails no obligation on their part. He invites themto come to the store and select the model they wouldlike to see demonstrated.

4. The lady of the house has come to the storeand is shown here selecting the set she would like tosee demonstrated. It is very important that the dealerhave a fairly complete line of receivers on hand. It ishelpful to the customer and at the same time impressesthem. The sets should be kept entirely separate fromother merchandise and the atmosphere should be madeas homey as possible with rugs on the floor and easychairs. If possible, demonstration rooms are a greathelp in cases where home demonstrations are imprac-table.

Manufacturer's display pieces and posters shouldbe placed in prominent positions and what is veryimportant-merchandise should be kept scrupulouslyclean, polished and dust -free.

5. The salesman is showing the customer the verybest set in the store-a radio-phono-TV combination.He is pointing out to her the advantages of havingcomplete home entertainment in one compact unit. Nomatter what the customer desires, they should atleast be shown the very best.

6. This is the set the customer has finally chosen(with the help of the salesman) for her home demon-stration-a 20" console. The salesman has sold her onthe idea of a higher priced, larger screen model thanshe originally chose. Perhaps she has had some pre-concieved impressions concerning the larger screensizes. "Rooms not big enough" or "would have to sittoo far back" are just two of the many objectionscommonly raised. By showing her the set in actualoperation in the store and by urging her to check itagainst home operation, the salesman has convincedher to try the larger screen size. After all, this is justa demonstration and she can always revert to anotherchoice.

7. This is an extremely important phase of tele-vision selling-the complete service department. Al-though service should not be stressed too much, thecustomer should know, and has a right to know, theextreme complexity of a TV receiver in comparisonwith a radio and it will give her a feeling of confidenceto know that her purchase is backed by a completeservice department. For the customer's protection thewarranty should always be mentioned and by adver-tising and promoting a good service department, thedealer will promote his own reputation for standingbehind his sales.

8. Here the receiver has been installed in thecustomer's home. They now have a chance to observethe set in operation without the interference of thesalesman. It is important that the technician be taughtto observe the same care in a home demonstration in-stallation as in a permanent installation. After all, the


5

7

8


TelevisionNEWS AND VIEWS FROM THE TV WORLDCBC Television Promised

For AugustR. A. Hackbusch, president of

the Radio - Television Manufac-turers Association of Canada meet-ing in Toronto today, announcedthat officials of the CanadianBroadcasting corporation had defi-nitely assured the manufacturersthat the CBC would commenceregular scheduled TV programs inboth Toronto and Montreal duringAugust of this year.

"The August dates are definiteregardless of possible delays indelivery of steel for the trans-mitter antenna towers." said Mr.Hackbusch. "If necessary, a tem-porary transmitting antenna canbe used that will give satisfactorycoverage for many miles from thestation."

Mr. Hackbusch reported thatsixteen Canadian companies arenow manufacturing television re-ceivers in Canada and sales areaveraging from five to six thous-and sets per month. "Dealers arewell stocked with TV sets but theopening of the Montreal marketand a local station in Toronto willsharply increase the demand andshortages may soon be evident,"concluded Mr. Hackbusch.

Flight Televised Direct FromFree Balloon

On July 1st last year Philipsended their experimental televi-sion broadcasting in Eindhoven,Holland, in order to leave it to theassociated radio corporations toorganize the programmes for theNetherlands Experimental Tele-vision, which were begun on 2ndOctober.

One of the last transmissionsmade by Philips calls for specialmention. On that occasion thePhilips cameraman took part in aballoon flight. The following is anextract from a report made by theprogramme leader P. Beishuizenfor Philips Koerier:

"Saturday afternoon the PhilipsSports Grounds and later on thetown of Eindhoven performed arare dance on the screens of thetelevision receivers, rising and fal-

ling, swinging to the left and thento the right, just like the move-ments of a balloon itself. For Mr.Castelijns, who was in the basketof the balloon with his recordingcamera, it was by no means easyto work his camera and at thesame time speak through the mikrs.There was a stiff wind blowing,every now and again pullingstrongly on the basket and threat-ening to upset the whole apparatus.This did not, however, deter ourfriend Castelijns, who has someexperience as a glider pilot. This isthe first time in the world that aballoon flight has been televiseddirect from the balloon itself, andit was a success in every respect."

The flight ended after about3 hours in a field close to theGerman frontier. It was a rareopportunity for all televiewers tofollow such a flight while com-fortably seated at home.

Expect Good Year ForTelevision

Chicago - The past year - 1951-has seen the television industryattain maturity and prove itsunderlying strength as a solidAmerican industry, according toa year-end statement by RichardA. Graver, vice-president electro-nics, Admiral Corp.

"TV manufacturers have re-covered from the severe salesslump in the first half of 1951."he said, "and industry productionhas leveled off at 400,000 unitsper month, which is approximatelyas many sets as can be made underpresent allocations of criticalmaterials such as cobalt, nickel,copper and steel."

Graver said that approximately5.000,000 TV sets were manufac-tured in 1951, as compared withthe production of 7,500,000 unitsin 1950, an abnormal year by allstandards, but primarily becauseof a steady wave of scare buying.Production in 1952 should reachlast year's figure, barring all-outwar or further restrictions on oursupplies of raw materials, he said.

Admiral is benefiting from ametal conservation program thatwas inaugurated 18 months ago,

immediately after the Redsswarmed into South Korea, Graverpointed out. This program, in con-junction with improved engineer-ing techniques, has enabled thecompany to conserve nearly one-third of all the metals normallyused.

"Prices have firmed in the pastsix months," the Admiral vice-president said, "and any changein prices is bound to be upwardsince costs of raw materials andpractically every phase of opera-tion are increasing constantly. Weanticipate a sizeable sales volumeof large screen television receiversreplacing 10- and 12 -inch modelsnext year. The expected grantingof new TV station licenses by theFederal Communications Com-mission early in 1952 will open agreat new market, and the tele-vising of both national politicalconventions from Chicago alsowill heighten interest in televi-sion.''

Graver said that shortages al-ready exist in some models, andadded that the company's TV salesnow exceed permissible produc-tion. Industry inventories havegone down considerably since themid -year sales slump, he said.

"We are working on severalgovernment contracts which ac-count for a substantial percentageof our total sales," Graver said."If there should be further cut-backs in our civilian production,government work will take up theslack. Admiral engineers havedeveloped special electronicsequipment for our armed forces,but this is of a highly classifiednature which cannot be disclosed."

The company has completed anew development and researchengineering laboratory and hasincreased its research staff 400 percent during the past year, he said.Total employment at all Admiralplants is approximately 8,000men and women-more than wereemployed during peak World WarII production months.

Graver said that the company'sresearch staff is working on thedevelopment of new productswhich eventually will give Ad-miral a more complete line ofhome appliances.


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NOR JANUARY, 1952 17

The Future Belongs To Those Who Prepare For It

Advises All Industry to Clear the Decks For Action Against Anti -Business Groups Who Substitute

Theory For Practical Business Experience

Stan Randall, president of the Easy Wash-ing Machine Co., addressing the TorontoAssociation of Radio and Appliance

Dealers at their annual meeting.

Today the appliance industry,both retail and manufacturer, isvery much like the well knownbird who, when he does not likewhat is about to happen, burieshis head in the sand-in this posi-tion he is either gullible or stupidenough to believe he can avoid theissue of the moment, and all willeventually turn out well - someone had told him that "time is thegreat healer" and mother naturewill see to it that he has nothingto worry about-they forgot totell him that if he remains in thatposition long enough he will startto decompose.

The appliance industry today, inmy humble opinion, is acting justlike the Ostrich, and is patientlywaiting for the vultures to pickits bones clean and white-we inthis industry are accepting a con-dition that can and will cause-great hardship and in many casesbankruptcy if we refuse to takedirect and positive action to cleanup our own doorsteps and placethe responsibility for current highprices and increased cost -of -livingon those who are guilty, whetherit be the retailer, manufacturer orgovernment.

Now let us take a look at thesales tax that was, originally, 1%-today it is 10% and, on ap-

pliances, it is imposed on manu-facturers in such a way that it istreated as an element of cost. Thissales tax in its original form wasconsidered both fair and equitablebecause it was paid by all classesof people, and most intelligentfolks today will still agree that thisis the proper way to levy a taxand permit everyone to contributehis share to maintain and providethe revenue required by ourgovernment.

Because there is in this country,by appliance people particularly,an unholy fear of letting the buyerknow how much sales tax he hasto pay, we very conveniently buryit in the retail price because, it isargued, it might bring out con-sumer resistance and retard sales-if sales can be retarded any morethan they are today due to highprices, excessive taxes and creditcurbs it would indeed be a miracle.

In view of this moth-eaten ex-cuse we have over the years seenthe sales tax climb to 10%, and ifwe as an industry continue to hideit in the retail prices it is not in-conceivable that it might go to50%. Perhaps there are many herewho do not realize what happensto a tax that is hidden in the retailprice, and are laboring under theimpression that because retailprices are high in our industrythe manufacturer certainly mustbe making a killing-if you don'tthink this way there are manywho do, because present pressurefor government legislation nowbeing discussed at Ottawa withregard to retail prices should bethe danger signal for all of us toheed, and clear the decks foraction or accept meekly and sub-missively dictation from anti -business groups who, for the most

This is a talk delivered byS. J. Randall, president of theEasy Washing Machine Co.,Ltd., at the annual meetingof the Toronto Association ofRadio and Appliance Dealerson Dec. 5.

part, never operated a retail storenor managed a manufacturingplant, and are today substitutingtheory for practical business ex-perience.

It is not difficult for me tounderstand how this thinking canprevail both in and out of our in-dustry, because not many retailersand few consumers, if any, I amsure, understand or are familiarwith this method by which our taxstructure is computed.

I had one large retailer tell me afew weeks ago that manufacturersdared not divulge this informationbecause it would indicate howmuch profit per unit we weremaking-so that you may be thejudge I am going to give all of youthe opportunity to figure out myprofit percentage.

On a washing machine that re-tails for $200.00 our industry, ona formula provided by the tax de-partment, is permitted to take45% off this retail price, leavinga net balance of $110.00 As we aretoday using a tax included retailprice we are then permitted totake out 25/125ths, or 20% of thenet price of $110.00, which leavesus with a base price for figuringsales and excise tax of $88.00.Now 10% sales tax on $88.00 is$8.80, and 15% excise tax on$88.00 is $13.20, making a totaltax of $22.00 on a washing machineretailing for $200.00. So you cansee there is no mystery as to howwe arrive at our tax figure, andI am sure that any other manu-facturer in the appliance industrywould be only too pleased toacquaint you with these facts forthe asking.

Now here is one of the majorfactors for current high retailprices. The manufacturer who isthe government tax collector with-out remuneration has, because ofantiquated methods by which weslip these taxes to the consumerso that he won't resist, made itnecessary for the buyer to paynot the two taxes I mentionedearlier of $8.80 sales tax and$13.20 excise tax, a total of $22.00,but instead he pays $14.68 salestax or an increase of 67%, and

18RADIO - TELEVISION & APPLIANCE SALES

an excise tax of $22.00, or an in-crease of 67e-', , bringing the costof tax and profit on tax to a totalof $36.38 on the purchase of a$200.00 washing machine, one ofthe less costly appliances soldtoday to the consumer.

It is my opinion that the $200.00washer could be marketed by themanufacturer for $159.00, ex-clusive of all taxes, and from thisretail price the dealer could stillenjoy his present rate of discount.The basis then for establishing aconsumer tax-included price, ifthis be desirable, would enablethis $200.00 washer to retail for$180.00, all taxes included, or anactual price reduction of 105-perhaps this retail price differencedoes not touch a responsive cordin you, but when we consider theretail selling price of other high-priced major appliances, such asautomatic washers, clothes dryers,refrigerators, ranges and televisionsets, one can understand, withoutany stretch of the imagination, thatin the appliance industry retailprices can be lowered from $10.00to $100.00 per unit.

Now the explanation for almostdoubling the tax is simple and Iwould like to outline it for you.

Assuming that the dealer re-ceives a discount of 40%, and thisseems to be a popular figure today,it is necessary to mark up thesetaxes by 67%, so that after theretail price has been set and the40% discount provided for thedealer, there is still left in themanufacturer's hands the originalbase tax of $22.00 to pay thegovernment their pound of flesh.

Without being an Einstein youcan readily picture in your ownminds what happens to hiddentaxes that continue to pyramiduntil we price ourselves out ofbusiness, such as we have donesince April 10th, 1951-rememberone very important factor, andthat is from now on taxes are notgoing to be less, they are hereto stay and perhaps even increase.It is a wise man who bows to theinevitable and sets his futurecourse to overcome the obstaclesthat can ruin him or his business.

Let us for a moment reviewconditions as they were on April10th, 1951. The government wasissuing public statements anddirectives to the effect thatmaterial shortages were imminent-the prosecution of Canada's wareffort would of necessity cut back

civilian goods production and takeover a large portion of our equip-ment and plant facilities - in-creased taxes were levied tofinance our war effort on a pay-as-you-go basis-consumer creditcontrols and restricted bank creditwere required immediately to curbwhat was then called "the infla-tionary spiral."

On April 10th, 1951, all thegovernment had promised us camein full measure-before we werehurt and while sales were rollingin unprecedented volume all in-

dustry screamed to high heavenwe would have to have immediaterelaxation of these controls or gobankrupt-brief after brief, dele-gation after delegation streamed toOttawa from all divisions of in-dustry-particularly that of ap-pliances. Mr. Abbott, however, wasadamant in his stand, still is, andI predict still will be for monthsto come.

Now, we in the appliance tradewonder why we have been singledout to bear the burden imposed


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low-priced, TRIPLE -ACTION

HOOVESfor Budget -minded selling

Hoover dealers know a good thing when they see it. And Model 118

is it! Low in price but high in value, it's a great Hoover for the folks who

are budget -minded. And nowadays that includes quite a few.

Just 13 pounds light and handy as a broom to carry about the house,

040. Model 118 is a big -cleaning, thorough -cleaning Hoover. It removes

embedded as well as surface litter by gentle vibration, smooth sweeping

and powerful suction. Tools plug right in the front of Model 118.

is) draperies, lampshades, etc., are dusted and colour -brightened. Yes,It rolls along obediently, with no danger of tipping, as upholstery,

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today especially, Model 118 is a value cleaner for many prospects. That'scleaner, there s the why it's such a very valuable cleaner to Hoover dealers.

Hoover Model 408 withpowerful, controlled wt.non, ''L irter-Gitrer rugnozzle, and toe oper_ited

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TARADIO IlLEV (SION f APPL I /1.\( SAL LS

RADIO -TELEVISION and APPLIANCE SALES

New C.G.E. AM -FM CombinationA 3 -speed record player and AM/FM

radio are combined in the new GeneralElectric console combination C-709now available from dealers.

The record player of this outstand-ing model is mounted in a smoothlysliding drawer. It has the G -E vari-

CGE Model C-709

able reluctance pickup with replace-able dual sapphire stylii, for excellentrecord reproduction.

This console has eight tubes, a 12 -in.Dynapower Curvilinear speaker, built-in Beam -A -Scope antenna and power -cord antenna for FM reception.

The beautiful cabinet, in hand -rubbed mahogany or walnut is styledalong period lines and includes gen-erous record storage space.

New Rek-O-Kut Record PlayerA new deluxe portable record player

-the Recitalist - has been announcedby the Rek-O-Kut Company, Inc.(Canadian factory representatives -Atlas Radio Corp. Ltd., 560 King St.W., Toronto).

The Recitalist is a "flexible" instru-ment. A microphone input enables"mixing" of live music or voice, simul-taneously with a recording being play-ed on the phono - or use as a highfidelity public address system. By con-necting an FM or AM tuner in theradio input, the Recitalist becomes asuperb broadcast receiver.

The Polyphonic Selector, an engi-neering feature exclusive with Rek-O-Kut, maintains tonal balance andequalization for the particular selec-tion being played on any type ofrecord, whether it be a standard press-ing, high fidelity broadcast transcrip-tion, or long-playing microgroove andwhether of American or foreign make.

The Rek-O-Kut Recitalist is a full -range, three -speed, portable phono-

graph that painstakingly balances theresponse characteristics of amplifier,speaker and speaker enclosure.

The 16 in. pickup arm is equippedwith a dual stylus cartridge. The 8inch speaker has a 6.8 ounce AlnicoV magnet.

New Jensen Customode CabinetCopper Wire Products Ltd. have an-

nonunced a new Jensen Type 'M' Im-perial Customode reproducer cabinet.It .s adaptable to every decorativeand functional requirement plusuniquely convenient access for instal-lation or modifications and has thefine acoustic qualities of Jensen BassReflex. It will accommodate any 15 -inch loudspeaker but has been spe-cially designed as a companion pieceto the new Jensen G-610 TriaxialSpeaker.

Customode Speaker Cabinet

The cabinet may be placed on sideor end as desired, standing on thewedge foot rails which are supplied.Or, for the attractive "low -boy" effect,an accessory leg assembly may be pur-chased. Grille Cloth Screen Assemblyis removable thus permitting decor-ative use of the front appearance de-tails of the loudspeaker.

The cabinet is made of selectedmahogany veneers and comes finishedin either Blonde or Cordovan.

For further information write toCopper Wire Products Ltd., 351 CarlawAve., Toronto.

New Atlas Sound RadialRe -Entrant Projectors

Because of their greater air columnlength, lower frequency cut-off and36 deg. sound distribution, one of thenew improved Atlas Sound Radial Re-entrant Projectors often does a moreefficient sound coverage job for largeand high noise level areas (such as

auditoriums, factories, station waitingroom, etc.) than several ordinary di-rectional projectors - at less installa-tion time and lower cost, the manu-facturer claims.

Produced by Atlas Sound Corp..Brooklyn, N.Y., both models are es-pecially suited for general speech andmusic applications in industrial, com-mercial, social and church installa-

tions. The smaller overall size of theRC -6 offers a distinct advantage wherespace limitations exist.

The improved construction of theRC -8 and RC -6 provide smooth, uni-form response throughout the trans-mission range, keeps resonance to aminimum, and eliminates blasting.Completely stormproof, handsomelystyled, durable gray enamel finish.

For a free copy of the AtlasSound Catalog describing these RadialRe-entrant Projectors and the com-plete Atlas line write to Atlas Sound'sCanadian Factory Distributor, AtlasRadio Corporation Ltd.. Toronto.

New Package For JFD"Little Giant"

The JFD Manufacturing Company,Inc. of Brooklyn. N.Y., has introduceda new package design for its AT105"Little Giant" Lightning Arrester.

The new package insures safe stack-ing to any height and serves the doublepurpose of acting as an unusuallyeffective point -of -sale display with themaster carton and the "Little Giant"counter card.

Called the "Handi-Pak" and holding(Continued on page 33)

New package for the IT'D "Little Giant".


What's Ahead in 1952 For TelevisionAdvises Dealers to Review Their Sales and Service Methods of the Past Year and to Make Sure They

Are Ready for Canadian Television

WHAT'S ahead in 1952 fordealers in television? Perhapsthe biggest and most import-

ant thing will be the completionof the TV broadcasting stations atToronto and Montreal and the in-auguration of television broadcast-ing in Canada. With it will come anew impetus for TV sales and thedealer should be doing everythingin his power to prepare for it.

Review Past YearBut, before any attempt is made

to give any accurate forecast itmight be a good idea for the dealerto sit back for a moment and re-view some of his sales and servicemethods of the past year. Heshould ask himself these questions:

Have I made money or have Ilost money?

Are my service methods correct?Are my present sales methods

correct?How can I improve my sales

position?Few dealers realize the enormous

impact of television on the Cana-dian way of living. The public hasalready spent some $35,000,000 onTV receivers - even without thebenefit of their own broadcastingstation! What will happen with aCanadian station operating isalmost beyond conception.

To take full advantage of this,more dealers should become tele-vision conscious. A dealer mayhave to change not only his wholeway of thinking but, after analyz-ing his TV position, he may haveto gear himself and his business togo into television more whole-heartedly. In particular, he shouldbecome more service -minded.

Public Needs EducationThe public needs more education

in this new means of entertain-ment, especially in regard to ser-vice. They do not fully realize thecomplexity of a television circuitin comparison with radio. Statisticshave shown that the average 4 or5 tube radio requires one new tubea year. The average television re-ceiver has 20 or 22 tubes andsimple mathematics will give agood indication of how much more

by

S. W. WELLUM

Manager, Television Sales,Ontario Division, CanadianGeneral Electric Co., Ltd.

service is required for its com-plicated and more delicate circuits.

The public has long been edu-cated in regard to automobiles, formoderately -priced cars are cheaperto service and maintain than thebigger, more expensive cars. Thesame thing should hold true oftelevision as compared to radio.

One of the main reasons for thislack of public education is thatsome dealers are not clearly defin-ing their warranty obligation. In-stead, they are making the sale andthen perhaps forgetting these obli-gations. All dealers and their sales-men must watch the 'overselling'of television. The customer shouldbe made to understand clearly thecomplexity of a modern TV re-ceiver in comparison with radioand they should know exactly whatto expect in regard to warranty andservice both from the manufac-turer's and the dealer's standpoint.

One of the most importantphases of TV selling is the call-back after a sale. Without excep-tion, the salesman should follow-upa sale to make sure that the cus-tomer thoroughly understands:

S. W. WELLUM

(1) How to operate it.(2) The dealer's service and

manufacturer's warranty obliga-t ions.

(3) What to expect in regard toservice charges when the warrantyexpires.

Sell Brand NamesDealers would be well-advised

to sell well-known manufacturer'smerchandise and beware of those`smart deals.' When presentedwith a so-called bargain, he shouldlook farther than immediate salesand assess his own position. Hemay be jeopardizing his reputa-tion and killing a lot of futurebusiness. Brand names cost boththe dealer and his customers lessin the long run because they arebacked by nation-wide service andby the integrity of firms who havebeen serving the Canadian publicfor a good many years. The profiton what looks like a smart dealcould be more than offset by addi-tional service problems.

The dealer would be very wiseto narrow down the number ofbrand names that he handles totwo or three at the outside. Everywell-known manufacturer has anadequate enough variety of modelsto satisfy a wide diversification oftastes.

To handle too many lines multi-plies the problems. Ten differentlines of merchandise means tendifferent service problems and tendifferent selling problems. Thefewer lines a dealer handles, thesmaller will be his inventory ofspare parts. He will be able togive better service to his customersbecause his technicians will be ina better position to concentrate onthe service problems of two orthree different makes of sets. Whatis important, too, rather than asmall volume to many manufac-turers, they will be giving a greatervolume to one or two manufac-turers and thus gain more manu-facturer interest and support.

Slow moving merchandise shouldbe watched carefully. New de-velopments are a big factor in the



RETA mirsovorisDevelop Good PublicRelations In 1952

JACK M. FORDE

President, R.E.T.A. of Ontario Inc.

A S we move on into the new yearof 1952, we are thinking of

the wishes we have expressed fora prosperous year-and perhapstoo, of well intentioned but vagueNew Year's resolutions that havegone on the shelf year after year.

In this New Year there is oneresolution which I think we canall get our teeth into - a resolveto spare no effort in developinggood public relations. Much hasbeen said in the past concerningincompetence and malpractice andperhaps we have frequently beenguilty of using too much effortfighting 'against' this sort of thing.To adopt a positive line of action,we can fight 'for' an improvementin our relations with the peoplewhose radio and television setswe service. Our first job then isto re -orient our thinking in termsof really thinking about ourcustomers' needs and how we canbest serve them.

Now this may sound like justa bunch of high sounding phrases,but it can be put to practical use.As a starting point, we need toabandon completely the notionthat electronic service is just apoor relation of the sales depart-ment. Service and sales are in-separable if efficiency is to be

effective. Since the advent of tele-vision this old truth has becomemore apparent. There are signsthat the tail may be wagging thedog. We know of a service com-pany that opened business withsmall change and a great faith inthe future of good public relations.Today they have three shops andare among the largest retailers ofTV sets without having spent anickel on sales promotion. All saleshave come from satisfied service.Their sales department is still justan adjunct to the service depart-ment. Some food for thought there.Those boys sent their customershome whistling.

The New Year has brought in alot of new faces in district execu-tives across Ontario. To these, ourOntario directors make a specialwelcome, and extend best wishesfor a successful year in yourDistrict.

Yours sincerely,J. M. Forde, Pres.,

RETA of Ontario, Inc.

Bay of Quinte District The monthly meeting of the Bayof Quinte R.E.T.A. was held onDecember 10 at the Belleville Col-leg:ate Institute.

The speaker of the evening wasR. J. A. Turner of Stewart -WarnerCorporation who spoke on syn-chronizing television sweep cir-cuits. Mr. Turner explained ingreat detail and with extremeclarity some common types of fre-quency control circuits used withhorizontal sweep oscillators inpresent day television receivers.Emphasis was placed on the factthat customers are expecting moreand more from a given signal infringe areas, with the result thatgreatly improved but more com-plicated synchronizing circuits arenow used in most receivers.

Mr. Turner was given a heartyvote of thanks for his excellent de-livery of a most difficult subjectand the meeting was adjourned atten p.m.

Ottawa DistrictE regular monthly meeting

of the Ottawa District R.E.T.A.was held on Friday, Dec. 14, with15 members and one associatemember present.

Following the regular business,the selection of officers for 1952was held resulting in the follow-ing holding office: President -Willi a m Welsh; secretary -treasurer - B. M. McTilton; direc-tors - J. Bouzek, Trevor Wallace,William Hill. Mr. Hill will havethe capacity of serving as vice-president.

The voting was unanimous forthe above slate of officers.

Plans were made for a socialevening to be held prior to theregular monthly meeting inJanuary and the secretary wasrequested to inquire if the presi-dent of the Ontario Association,John Forde, will be available toattend this social and assist in theinduction of the new slate ofofficers.

C.A.R.A.D. NEWS(Continued from page 13)

27th. President Harold Davisopened the meeting with a shortreport on work of the OntarioAssociation, together with wordsof welcome to dealers present atthe meeting.

The president then called on BobBuckland who introduced the guestspeaker, Ralph Hager, sales mana-ger of Electrohome Industries, Ltd.Mr. Hager gave a very interestingand instructive speech dealing withthe six fundamentals which everysalesman must use to be successful.

A short discussion was held re-garding a Ladies' Night to be heldearly in 1952. A vote taken showedthat all dealers were in favour ofsame.

Mr. Shillington was namedChairman of Ladies' Night withexecutive as committee.

The velocity of flowing water isbeing measured, without the introduc-tion of instruments into the stream, bymeans of ultrasonic sound waves. Atransmitter is placed on one side of thewater flow and pick-up instruments onthe other side, but displaced a knowndistance along the stream. The phaseangle between the transmitted and re-ceived sound wave is measured andconverted to velocity.-Ohmite News


7th Annual Radio, Televis(I? MOIPPI

S

1111 VIAI

I

SIONS) TRADE DIREC1It

The AcceptedFor the Radio, Television &

MEMBER

CanadianCirculationsAudit Board

24

MEMBER

4"

TO BE PUBLISHED

APRIL 1952RADIO - TELEVISION & APPLIANCE SALES

'on & Appliance IndustriesORY NUMBERBuying Guide3pliance Industries of Canada

Our Seventh Annual TRADE DIRECTORYNUMBER, to be published in April, will belooked for by all branches of the trade-radio,television, record and appliance manufacturers;manufacturers' representatives; radio, tele-vision, record and appliance distributors andjobbers; radio, television and appliance dealers,service technicians and service -dealers, and theradio broadcasting stations throughout Canada.

CIRCULATION 7500 COPIESThe monthly circulation of Radio -Television& Appliance Sales is 7,500 copies. This givesadvertisers greater coverage of the trade inCanada from coast -to -coast. Your message inthe April Trade Directory Number is a year-round reminder of the products you make andsell, or the services you provide to manufac-turers, representatives, jobbers and distributors,dealers and service technicians, as well as tothe broadcasting stations.

The 5 directories to be incorporated into thisone big issue of RADIO -TELEVISION &APPLIANCE SALES are:

(1) Directory of Radio, Television and Elec-tronic Equipment Manufacturers.

(2) Directory of Electrical, Gas and Oil Appli-ance Manufacturers.

(3) Directory of Manufacturers' Representa-tives.

(4) Directory of Canadian Radio, Television,Electronic and Appliance Jobbers and Dis-tributors.

(5) Directory of Canadian Radio and F.M.Broadcasting Stations.

All directories will be sectionalized, arrangedalphabetically and indexed for the convenienceof the reader. It will be our aim to make themas complete and accurate as possible.

Radio -Television & Appliance Sales86 Bathurst Street - Toronto 2 - B, Ontario

In the United States

MACINTYRE, SIMPSON & WOODS

101 Park Ave., New York, N.Y. - 75 E. Wacker Dr., Chicago, Ill. - 1900 Euclid Ave., Cleveland, Ohio


WHAT'S AHEAD FOR TV(Continued from page 22)

obsolescence of TV receivers. Atypical example of this has beenthe change of screen sizes, whichhave quickly moved from the 7 -inch size, up through the 10, 12,and 16 -inch screens to the presentday 17 and 20 -inch screens. Asfast as the new sizes were intro-duced, the small sizes becameobsolescent.

Sales training programmes aresomething the dealer cannot laytoo much emphasis on. In his self-analysis, he should ask himself ifhe has been giving his salesmenenough training and the right kindof training. Here, the manufac-turer can be of considerable value.He knows his products and is pre-pared to give the dealer any helphe may require both in selling andin servicing.

Give Effective ServiceThe dealer who can give effec-

tive service and is well-equippedfor it, reflects the standards of thewhole store and it will affect thecustomer's reactions as well as thesalesmen's. Of course, serviceshould not be stressed to the pointof frightening a customer but itwill give him a sense of security toknow that his purchase is backedby a well-equipped service depart-ment, manned by personnel whoare trained to give that service.

Do not hesitate to invest innecessary servicing equipment.Dealers should take the long-termview of these purchases. Anymajor equipment purchases shouldbe amortized over at least a three-year period. No dealer wouldhesitate to put another truck onthe road if he thought it wouldimprove business and the samethought should underlie the buy-ing of service equipment.

The dealer should not forget,too, that service can be revenueproducing. During the comingyear, a lot of service will be re-quired on existing sets out of war-ranty, some already two to threeyears old, and the proper servic-ing of these sets can, if properlyhandled, b"ing more dollars to thestore as well as win confidence andmake friends.

As can be seen from the fore-going, the dealer should:

(1) Review his past experiencesand have a definite selling plan for1952.

(2) Spend far more time effec-tively training his sales personnelto do a better selling job and be-come more profit conscious.

(3) Give a good priority ratingto his service department and makesure his equipment and personnelare adequate to take care of allTV service problems.

(4) Decide on two or three linesthat he is to sell in 1952.

(5) Resist the blandishments ofcheap merchandise which often be-comes a profit consumer.

Canadian TelevisionThe new Toronto station is going

to make a big difference in thesale of TV receivers in the areaserved by this station. People whohave been postponing the purchaseof a receiver and using the lackof a Toronto station as a reasonfor not buying will no longer havethis argument. People who havenever had any idea of purchasinga TV set will realize the tremend-ous entertainment value of thisnew medium and will become first-class prospects.

The inauguration of the Montrealstation will have an even greatereffect on Canadian television. Hereis a vast, untouched market fortelevision. There are practicallyno sets whatsoever in the Montrealarea and when this station comesinto being there will be a hugedemand for them. The dealers inthe Montreal area will start withall the experience gained in theexisting TV areas. They will haveno trade-in problems - all theirsales will be clean sales and theywill start out with the large screensizes that dealers in other areashave had to work up to. Theintroduction of TV in Montreal willhave a very serious effect, also, onexisting stocks of receivers. Thisis going to augment the shortagealready being felt in the produc-tion cut -backs of an industry gear-ing itself to war production.

Broadly speaking, the future ofTV for next year from a dealer'sstandpoint, should be a tremendoussales opportunity. Not since theearly days of radio or the motorcar has Canadian industry facedsuch a promising era. This will befelt, not only in actual dealer sales,but in manufacturing, broadcast-ing, advertising and a host of otherindustries, directly or indirectlyassociated with television. Thedemand is proven. Valuable ex-oerience has been gained. It be-hooves each one of us to grasp theopportunity with both hands.

THE FUTURE BELONGS . . .

(Continued from page 19)

on us, and I think the answer isvery simple-first, next to auto-mobiles, major appliances wereheavy, critical material users-second, and by far the most im-portant, consumer spending on ourgoods extended consumer creditso rapidly that we were contribut-ing very greatly to the inflationary;Oral that was and still is thegovernment's greatest worry.

Our company, with many othersin the appliance industry, sug-gested and hoped that we couldbetween manufacturer and retailerabsorb at least the excise tax of15% or 25%, whichever applied,and in so doing keep sales volumerolling, if not at the same rate atleast with not more than an anti-cipated reduction of 25%-therewas, however, a feeling that inspite of increased taxes and creditrestrictions people would still con-tinue to buy - those who guessedthat way realize today that like thefinance minister and his thirtymillion dollar surplus, they wereso wrong. The only difference be-ing that Mr. Abbott's forecast puthim in the chips, ours has, can,and will put us out of business ifwe don't take a more realistic at-titude with regard to our future.

Today there are many intelli-gent businessmen who think likethe Ostrich I mentioned earlier,time will heal the problem andanother war scare or materialshortage will once more forcethe consumer to take the zipperoff his pocket book-I, personally,do not share that confidence, andwith the anti -business groups en-deavoring to legislate a new set oftheoretical rules for our free en-terprise system, it is high time wedefended ourselves and our in-dustry, not with words but withconcerted action by retailers andmanufacturers alike.

To do this requires only twosimple and basic things:

1. A willingness on the part ofthe retailer and the manufacturerto work out a discount schedule tocover the cost of collecting salesand excise tax without penalyzingthe purchaser-a cost that is beingthrown away uselessly today tentimes over to maintain a worn-outhidden tax system at the expense



DISTRIBUTION CENSUS(Continued from page 10)

ing the results available, with con-sequent lowering of their useful-ness to business, industry andgovernment.

Publication of Census DataInformation obtained in the Dis-

tribution Census will be publishedseparately for retail, wholesaleand service establishments.Classifications will be made withineach of these fields on a kind -of -business basis. e.g., grocery andhardware stores in the retail field;grocery and drug wholesalers inthe wholesale field; and drycleaner and motion -picture theatrein the service field. Within thesekind -of -business grouping s, afurther division will be made on ageographical basis, usually by pro-vince.

The total sales and receipts,number of proprietors (includingmale and female), maximum andminimum numbers of employees,employee payrolls, accounts out-standing, and stocks on hand forsale will be published for theclassifications mentioned. Some-what restricted data will also begiven for all cities with 1951population of 30,000 and over.Abridged data will be tabulated bycountries (for Eastern Canada) andby census divisions (Newfoundlandand Western Canada), and by in-corporated cities, towns, villagesand townships. In addition, de-tailed reports of the 1951 Census,similar to those for cities of 30,000and over, will be issued for thefirst time covering at least thirteenmetropolitan areas.

Because of their importance inthe retail field, separate tabulationswill be made of credit sales. Thesewill be classified on kind -of -busi-ness and provincial bases and willbe broken down to shop instalmentand other credit sales in relationto cash sales and total sales. Ac-counts receivable will also be givenfor bath kinds of credit sales.

Information Strictly SecretAll information supplied by in-

dividuals and firms in the Distribu-tion Census is, of course, held instrict confidence. The StatisticsAct of 1948 makes very carefulprovision for the secrecy of in-formation, supplied in a census orat other times to the Bureau. Itrequires every person employed by

the Bureau for census or otherpurposes to take an oath not todisclose or make known anythingthat comes to his attention regard-ing any person or any firm byreason of his employment. Itstates further that no person, ex-cept those employed by the Bureau,may see any completed return, orany part of such completed return,and provides for punishment byfine, imprisonment or both for any-one who violates the pledge ofsecrecy by revealing the contentof any document.

The contents of all schedules re-turned in the Distribution Censuswill be used only for statisticalpurposes. Individual informationmay not be revealed for income taxor for any purpose whatsoever ex-cept to arrive at statistical totals.In keeping with this strict rule, allbreakdowns of data by localitiesand trades will be carefully editedbefore publication in order that noinformation covering the operationof individual businesses may berevealed either directly or in-directly.

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SAFE AC -DC SERVICINGA grounded copper plate on theservice bench is recommended forTV alignment. If a switch is ar-ranged to cut a neon bulb into theground lead, it is also useful forac -dc servicing. Place the chassis onthe plate and plug in receiver. Ifthe neon bulb lights, the chassis is"hot". Reverse the plug and youare safe.

Manufacturers of Power Transformers Audio Transformers Filter Chokes Speaker Field Coils I.F. Transformers Solenoid Coils Special Purpose Coils Electric Fence Transformers Signal Transformers

(14 v. for doorbell chimes) UTIL - A - PAC - Filtered "A"

Supply BOGEN Model BB -1

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Another Good Tip ISpecify "Standard" when buying trans-formers for new and replacement work.Designed and engineered to rigid qual-ity specifications, they assure completecustomer satisfaction.

STANDARD radio products are soldby leading jobbers throughout Canada.

RADIOPRODUCTS

KITCHENER ONTARIO

ELECTRICAL INDUSTRY(Continued from page 9)

devices, much of this power canbe automatically controlled to re-lieve operators of repetitive tasksof manufacture, assembly and in-spection.

The more efficient use of poweris particularly urgent in our de-fence and defence -supporting in-dustries. In the nation's rapidly -expanding iron ore fields, progressis being made toward the use ofelectric and diesel-electric powerfor "continuous conveying" of theore, speeding up its movementduring mining, transporting andloading. The important increase inprimary steel production is beingmade possible in large part byelectric drives of a new type, pro-viding high speed and flexible con-trol for ore -bridge and blast -furnace expansion. In bloomingmills, electricity has largely re-placed the cumbersome steam drive-and two 7000 -horsepower elec-tric drives, currently being in-stalled, one in the Maritimes andone in Ontario, are indicative ofthe rapid modernization in thisfield. In base -metal mining, thereis a spectacular increase in hoist-ing efficiencies, with a strong trendtoward automatic operation. A6000 -hp unit recently installed ina Northern Ontario deep mine isthe largest hoist in North Americaand lifts 15 tons at 35 mph.

The aluminum industry is al-ready one of the largest users ofelectric energy in the nation. Inaddition, the initial units are beingbuilt for a 2,000,000 -hp develop-ment at Kemano in nor t h e r nBritish Columbia that, on comple-tion, will enable Canada to doubleits output of this strategic metal.Electricity is playing an importantpart, too, in the expansion of otherindustries supporting our defenceeffort such as petroleum refineries,chemical and synthetic plants,rubber, machine tool factories andpulp and paper mills.

Railways, as a central part ofour defence structure, are achiev-ing higher efficiency and economythrough the continuing program todieselize their operations. During1951, 142 diesel-electric locomo-tives were purchased by our majorrailroad systems, and the first ofmany such units were deliveredfor the railway being built to servethe Labrador iron ore fields.

In the construction industry, the

present emphasis is on larger con-tracts for defence industries andfor the housing necessary to theiroperation. As a result, there is asteadily -increasing backlog of de-ferred demand in the building ofhousing and in non -essential in-dustries, that represents a majorchallenge to the nation's construc-tion industries group. In an effortto help ensure that today's vastbuilding projects will serve alsotomorrow's still greater require-ments, the electrical industry iscontinuing a long-range educa-tional program on adequate wiring.This is based upon the principlethat, at slight extra cost, wiringcan be built into a structure nowthat will result in considerablesavings under the almost -certainlygreater 'load' demands of thefuture. During 1951, a nationalagency was established to integratea number of these broadly-basedprograms across the country, di-rected toward architects, buildersand electrical contractors.

Specialized EquipmentAs a part of the electrical in-

dustry's direct contribution to de-fence needs, there has been a sharpincrease in the demand for a greatvariety of specialized electricalequipment for airborne and groundinstallations for our expanding air-craft industry. These include elec-trical systems and components.many types of instruments andcontrol devices, lighting units,communication a n d navigationsets. The complex requirementsfor the modern high-speed jet air-craft have added many more prob-lems which are being overcome byresearch and development.

The defence effort also occupiesan increasing part of the nation'selectronic manufacturing facilities.New skills and techniques result-ing from the development and pro-duction of radar, communicationand allied equipments for the ser-vices will be of considerable valuein civilian applications of elec-tronics. The growing use of high -frequency radio communicationsystems by police, fire fighters,hospitals and similar public groupsas well as by private industry isproviding the basis for civil de -f e n c e communications in ourmetropolitan centres. In 1951,about two thousand of these mobilecommunication units were in-stalled.

In telephone companies andother common carriers, multi-channel micro -wave equipment is


being employed. A major televi-sion relay and communicationscircuit is to be constructed be-tween Toronto and Montreal. Al-though new station construction inthe radio and TV fields has beenlimited by the defence effort dur-ing the past year, advances inengineering and operating tech-niques are continuing for thefuture benefit of the radio andtelevision public.

Good Prospects for AppliancesIn the field of appliances, while

sales have been temporarily re-stricted, the long-term prospectsare very bright for "better livingelectrically". Electrical servants inever-increasing variety have be-come an essential in the standardof living of even the most modesthousehold. Safe and efficient light-ing; appliances that make house-work easier; entertainment bymeans of radio and TV; modernsystems of heating and air con-ditioning-in all of these electricityis the genii that helps transformhome living today. Automatically -operated dish -washers, freezers,garbage disposers and many otherdevices now being introduced willbe the commonplace of modernliving tomorrow-and research anddevelopment on many other pro-ducts continues apace.

There are two interesting trendsin developing "electrical conscious-ness" in the home. The programof school construction across thenation has given a prominent placeto modern and well-appointedrooms for household science train-ing. The electrical industry helpsby equipping them, at very favor-able terms, with the very latestmodels of appliances, so that thehomemakers of the future will beexperienced in the operation anduse of electrical equipment. Onthe farms, too, under the continu-ing programs of rural electrifica-tion, the farmer's wife is recogniz-ing fully the advantages ofelectricity not only to increase thecomfort of rural life but also toincrease the profitability of the`farm factory'. While the farmeris saving time and money throughthe electrification of operationssuch as pumping, milking, separat-ing, hoisting, hay curing and weld-ing, the farmer's wife is con-tributing to the farm budget byincubators and food freezers anda full range of economical appli-ances.

Electric lighting practice in Can-ada compares favourably with that

II

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IT'S A SALES NATURALBecause It's

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F1R$T In TIty,s/on Amennol and Acctssor,es

of any other country, and is inadvance of most. It is estimatedthat in 1951 more than 100 millionlamp bulbs were sold to satisfy theincreasing needs of industry, com-merce and homes. Of particularsignificance is the introduction ofthe new inside silica coating ofsome incandescent lamps whichmeans better diffusion, betterquality and more comfortablelighting in many applications. Influorescent lamps, progress con-tinues toward even higher effici-ency and longer life - and a

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9

fluorescent adaptation to streetlighting is being tried.

Broad Developments in all FieldsThe research trends within the

industry indicate a broad develop-ment in all fields-with significantprogress in gas turbines, for bothmobile and stationary installations;in synthetic materials such as sili-cones; in new instruments andcontrol devices, of revolutionaryeffect in the field of military equip-ment and for probable civilianapplication in the future. Despite

research in the atomicfield, the application of nuclearenergy in electrical power genera-tion, on an economical and com-petitive basis, still appears to besome years away, with its impacton the economy still a matter ofuncertainty.

From complex engineering suchas atomic power, at one end ofthe scale, to the simplest wiringdevices at the other, the electricalindustry continues to play a fullpart in harnessing our wealth ofnatural resources for the securityand prosperity of the nation. Whilebending every effort to meet thepressing demands of the defenceprogram, there is a profound beliefthat the real basis for human pro-gress lies in a just and enduringpeace. Planning is therefore beingprojected well into the future sothat, as a dynamic factor in oureconomy, electricity can help pro-vide an ever -rising standard ofliving.

MORE TV SALES(Continued from page 15)

success of the sale depends on howgood the set is operating.

9. The salesman is showing

10

them the features of the set andis stressing the extreme sensiti-vity of the receiver and how it hasbeen specially engineered to: -fringe reception conditions. Thiscall should be made soon after theset has been installed.

10. The salesman is now mak-ing the call -hack. This call shouldbe made before they have had theset in their home long enough tobecome used to it and also beforetheir enthusiasm has had a chanceto cool. By this time the customershave made tin their mind whetheror not they like the set and if theyhave decided to keep it. This then,would be the business discuEsicr:-going over terms and down pay-ment plans, etc. There are alwaysa lot of questions and the salemlar.should he able to clear them a:1 upat this point. He may be askingibout a :-x'al broadcasting stationand the salesman should make ita point V be well informed aboutCanadian TV.

11. This is the actual closingof the deal. The salesman should

11

30 RADIO - TELEVISION El APPLIANCE SALES

again assure the customer of fullsatisfaction at all times. The clos-ing of a sale should, for any re-putable dealer, represent only thebeginning of his relationship withthe customers. Follow-up calls byboth the salesmen and servicetechnician will assure customersatisfaction and good will, promot-ing further business and contactswith the same dealer for otherappliances.

THE FUTURE BELONGS(Continued from page 26)

of sound, intelligent, ethical busi-ness practices so necessary if wedesire the confidence of the con-sumer in our respective businesses.

2. A willingness on the part ofretailers and manufacturers to putthese hidden taxes out where theycan be seen and understood by theman in the street, as well as someof the anti -business groups whoare howling for blood, just solong as it isn't theirs.

3. I share the opinion of manyin our industry, as well as mostmen who deal in tax law, that theconsumer should know what hisgovernment costs him-he wouldthen perhaps on voting day casthis ballot, not for the Communist-a guy who has nothing and wantsto share it with everybody. Not fora Socialist, whose governmentbased on theory only recently al-most bankrupted the British Em-pire. Not for a popular athlete, whohas lots in the shoulders and verylittle if any practical experiencebetween the ears - but vote thesensible way for a sound and in-telligent businessman who willdefend or criticize fairly and im-partially government or industry,and let those guilty of abusingpublic interests take the conse-quences.

Time is running out gentlemen,and it's later than most of us think.If you feel as I do let's get togethernow to work for a great industry,that can be even greater if led intothe future by we who know it sowell, not by government legisla-tion-legislation that like cancer,eats away the heart and soul ofour free enterprise system and allthat it should mean to us. It isvery simple, through weakness, toask for state control but it is mostdifficult to get rid of, as all peoplewho live beyond the sphere ofdemocracy have found out.

Let's take the ball away fromthose who are holding us respon-sible for the high cost of living,and in doing so government taxes,credit restrictions and reducedbank credit will automatically beforced to justify their existenceunlimited cost to the consumer.

The appliance industry has beengood to all of us-it has been mylife's work and I am prepared tooffer my services without anyreservations whatsoever to theretail appliance dealers' associa-tion and all manufacturing asso-ciations, regardless of what per-

sonal or company sacrifices arerequired, right now to regainpublic goodwill and consumerconfidence in our industry-a con-fidence that we see being de-stroyed through excessive trade-inallowances for junk, and thedumping of manufacturers' andretailers' stocks on the market atcost or less because we have upto now lacked the intestinal forti-tude to apply a remedy that iswithin our power.

The future it is said belongs tothose who prepare for it-whatare you going to do?

PROFITor

: Loss ?This year use the best guide in theindustry to value your Trade -Ins.

Carad's TRADE-IN HANDBOOK

Over 300 pages of useful information -pointers on appraisal and reconditioning -suggested trade-in allowances - radio, tele-vision, refrigerators, electric and gas ranges,

washers and vacuum cleaners. This compact

book contains more than 8,000 listings.

Actual size 71/4" by 5" - bound in hardwearing plastic for rough use. Published by

your Association.

CLIP AND MAIL TODAY

To Canadian Association of Radio and Appliance Dealers,30 Bloor Street West, Room 406, Toronto 5, Ontario.

Please send me$10.00 each.

El Ship C.O.D.

. . . . copies of the Trade -In Handbook at

[11 Cheque Enclosed

NAME

ADDRESS

CITY PROV.

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Now. . .

7,500COPIES MONTHLY.

To give advertisers greater coverage of the radio, television and appliancedealers and service technicians in the new shopping communities whichhave grown up around practically every town and city throughout Canada, we

have increased the circulation of RADIO -TELEVISION & APPLIANCESALES to 7,500 copies monthly commencing with this issue.

THE LARGEST COVERAGE OFDEALERS & SERVICE TECHNICIANS

Your advertisement will now reach 6,442 dealers and service techniciansfrom coast -to -coast in Canada. This is larger coverage of the retail andservice trade in the radio, television and domestic appliance field than isprovided by any other publication serving this market in Canada.

YOUR BEST ADVERTISING BUY

Radio -Television & Appliance Sales is your best advertising buy forreaching all branches of the industry engaged in manufacturing, distributing,

selling and servicing radio, television and domestic home appliances.

Radio -Television & Appliance Sales86 Bathurst Street - Toronto 2 - B, Ontario

In the United States

MACINTYRE, SIMPSON & WOODS

101 Park Ave., New York, N.Y. - 75 E. Wacker Dr., Chicago, III. - 1900 Euclid Ave., Cleveland, Ohio

32 RADIO - TELEVISION 6 APPLIANCE SALES

six smaller boxes, each containing oneAT105 with hardware and installationinstructions, this new JFD packagewill simplify stocking for distributors,dealers and service technicians. Itcannot slip or slide nor, as do manysmaller packages will it stack un-evenly.

Further information may be obtain-ed by writing for a free JFD AT105counter card to Department KM, JFDManufacturing Company, Inc.., 6101Sixteenth Avenue. Brooklyn 4, NewYork. Canadian representative. J. R.Tilton, 15 Hartfield Road, Toronto 18,Ont.

Ward Auto Antenna DisplayBoard

Atlas Radio Corporation Limited,Toronto, Canadian Factory Distribu-tors of Ward aerials, are pleased toannounce the new Auto Antenna Dis-play Board, WCD-2.

Ward Antenna Display

This display board is constructed ofMasonite, which will last indefinitely.It has a blue background, brilliantorange lettering, contrasting white andemphasizing black. A compelling mes-sage, added to these striking colors,makes for really effective sales appeal.

The display is supported by twoslotted wooden feet in natural finish.It holds three aerials, for which holesare drilled and includes all mountingbrackets and cable clamps. Size isideal: only 12 in. high and 18 in. long.The display can mount on counters, inwindows, on open shelves, or on islandfloor displays. It is the opinion of WardProducts Corporation and cf AtlasRadio, that every dealer in Canadawho sells auto aerials can increasetheir sales of auto aerials, merely byinstalling one of these auto aerialdisplays.

New IRC Sealed MiniatureVolume Control

International Resistance Co. Ltd..Toronto, have announced a new sealedminiature volume control (Type Y>.This miniature control is hermeticallysealed by a neoprene gasket seal on

IRC Miniature Volume Control

the terminal face and also by two neo-prene doughnut washers in the shaftbushing assembly. This design sealsthe unit against entrance of dust andmoisture, thereby improving the noisecharacteristics, life expectancy andgeneral stability. Extensive tests provethat it meets the requirements ofJAN -R-94.

This control will find wide applica-tion in military electronic and com-munications equipment.

Also available is a commercialversion of this control called the YN,which embodies many of the desirablefeatures of the YT but is for use whereeconomy is paramount to performance.

For further information write toInternational Resistance Co. Ltd., 349Carlaw Ave., Toronto, Ontario.

New G.E. White LampSofter, more diffused light for easier

reading or working is now availablefrom a new kind of lamp bulb-theGeneral Electric White Lamp.

The unique process which produces"overall brightness" was developed inthe G.E. Lamp Laboratories. A micro-film layer of silicate powder (calledQ coating) is deposited on the insideof the bulb, giving excellent diffusionwhile transmitting 99% of the lightgenerated by the lamp. Glare fromshiny surfaces is reduced and shadowssoftened without loss of light, thusmaking reading and other tasks easierand bringing new comfort to eyes.

Because the light is spread evenlyover the entire surface of the bulb,the White Lamp is especially appli-cable for fixtures where all or part cfthe bulb shows. The new lamp is nowavailable to dealers in the 60 -wattsize.

New Insuline ConnectorRapid connecting and disconnecting

of flat twin -lead television wire ismade possible by a new connector in-troduced by the Insuline Corporationof America, 3CO2 35th Avenue, LongIsland City 1, N.Y. Made of low -losstransparent plastic, the connector con-sists of two separable sections each aninch square and l/4 inch thick, withsolderless screw type terminals on theplug and jacket members. Introduc-tion of the connector into the line doesnot change the latter's characteristics.

This item carries the Insuline cata-logue number 6172. Canadian repre-sentative is the Canadian MarconiCompany.

THE MOST

POWERFULANTENNA KNOWN ...For Snow -Free Fringe

and Extreme Fringe

TV Reception

NEW

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ARRAY

Here is an ideal adaptation of the Para-

bolic Reflector, one of the highest gain

antennas in use today --in the form ofa rugged reception-engineered CornerArray made by RMS antenna -makers.

In the States, Corner Array has doubledTV entertainment by producing sharp

pictures from signals of a station fringeto a single -channel city. For example,

the Corner Array has added Channel13 (Johnston) to the TV fare of Pitts-

burgh set owners.

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AJAX, ONTARIO, CANADA


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86 BATHURST ST., TORONTO 2B.

Electrohome Custom RadioAnd TV Chassis

Many home owners, builders andrenovators are looking for suitable"built-in" radio and television receiv-ers. To meet this demand, DominionElectrohome Industries Ltd., has madeavailable two "custom-built- radio re-ceivers, a special "Kitchen -Custom" re-ceiver and a high quality televisionreceiver.

The custom radio chassis are avail-able in a 6 -tube AM long and shortwave model and a 10 -tube AM/FMmodel-both equipped with a 10 -inchspeaker.

Custom Radio Chassis

The "Kitchen -Custom" unit consistsof a 5 -tube chassis only 13 inches longby 3343 inches wide which will easilyfit into an inside wall by cutting outsome lath and plaster. A smartly de-signed grille and dial is provided.

eCustom Television Chassis

The custom TV model may be hadwith either a 17 inch or a 20 inchscreen and is equipped with a 10 inch

speaker. The chassis is housed in acabinet with an unfinished walnut facepanel which can be finished to suit.

Electrohome "Atom" Radio

Dominion Electrohome has also an-nounced a new 5 -tube, AC DC leather-ette covered mantel radio to be knownas the "Atom." This set is available inbrown, Swedish tan, and mahogany,ivory and antique green.

Jerrold Electronics IntroducesNew RF Attenuator

A new RF attenuator, with wideusefulness for television and radio en-gineers, technicians and servicemen,has just been introduced by JerroldElectronics Corp., Philadelphia, Pa,

This new attenuator, available intwo models, is designed for 72 -ohminput and output matching over the0-250 me range, and provides preciseattenuation in any value from 0 to 82db by a simple "In" and "Out" switch-ing arrangement.

New Jerrold RF Attenuator

Uses of this new Jerrold attenuatorin TV -radio -electronic design andmaintenance include its application asa standard to calibrate laboratory,bench and field test instruments. It isalso useful to check the values of at-tenuator pads; to measure the gain ofamplifiers, in conjunction with a sig-nal generator and output meter; andto simulate line losses.

Prices and additional data obtain-able from Canadian factory distribu-tors: Atlas Radio Corporation Ltd., 560King Street West, Toronto.

New Jensen G-610 TriaxialSpeaker

Copper Wire Products Ltd. haveannounced a new Jensen speaker, theG-610 Triaxial, first integral 3 -wayloudspeaker system.

Briefly the G-610 consists of (1) a

NEW PRODUCTSloudspeaker unit embodying threeindependently -driven reproducing ele-ments, each covering a portion of thetotal frequency range and (2) acrossover and control network whichdivides the electrical input properlybetween the reproducing elements,and affords control facilities.

It is claimed that the G-610 has thewidest frequency range of any loud-speaker known. The range may becontrolled at will by means of the H -FControl.

Radiation covers a relatively wideangle in both vertical and horizontalplanes due to special features of thedesign, including the use of a verysmall horn for the h -f unit.

Efficiency is very high due to highgap densities, light, efficient movingsystems and efffective horn loading.

Further information and literaturemay be obtained from Copper WireProducts Ltd., 351 Carlaw Avenue, To-ronto.

JFD Antenna MastsThe JFD MI10 mast, produced by

Republic Steel and called the JFD"Dura-Mast." is a seamless steel unit.It is electro-galvanized with the exactsame process as EMT conduit andits 6 in. fitted joints provide an in-ter -lock grip which guarantees againstany separation.

r"

JFD Antenna masts. Left is Model M108and right is Model M110.

The Jones & Laughlin mast, madeof Permatube, is a seamless piece too.Like the M110, this mast - the M108has 3 in. fitted joints. Its corrosion -resistant coating is Vinsynite. Bothmasts are available in 10 foot lengths.

These masts are packaged 14 to acarton, providing for easy stacking andexcellent inventory control for bothdistributor and dealer. This method ofpackaging, too, insures receipt of themasts in top condition.

Literature on the JFD antenna mastline may be speedily obtained by writ-ing the JFD Manufacturing Co., Inc..6101 16th Avenue, Brooklyn 4, NewYork. Canadian representative is JohnR. Tilton, Toronto, Ont.


The unrivalledseries of medium

and heavy dutyPM reproducers

Stringent standards of in-

spection ensure consistent,

uniform, and lasting quality.

Canadian Sales Office:-

A. C. SIMMONDS & SONS LTD.,

100 MERTON STREET,TORONTO 12

Sole Manufacturers:-

GOODMANS INDUSTRIES LIMITEDLANCELOT ROAD, WEMBLEY, MIDDX., ENG.

AUDIOM

Telephone:WEMbley 1200

Cables: Goodaxiom,Wembley. England.

AUDIOM60

Recommended for P.A.systems, small theatres,and high -power Radio -phonographs. TheAudiom 60 has an out-standing smoothness inresponse and perform-ance.

For heavy duty indance halls, theatres,skating rinks and elec-tronic organs. Massiveconstruction for reliability in adverseoperating conditions.Unparalleled bass re-

AUDIOM production.90

BEAUTY pi4a QUALITYadch ar to SALES FOR YOU

Model 11142M2Y - Price $634.50Slightly higher in Western Canada

FEATURE THIS POPULAR NEW

Stromberg- Car son3 -SPEED "FM" "AM" COMBINATION

Mahogany or Bleached Mahogany Cabinet * "ISOTONE"Speaker * Shock Mounted Chassis * 3 -speed RecordChanger * FM and AM Bands * Built-in Antenna

* Ample Record Storage * Beam -power Output.

- DISTRIBUTORS -McLennan, McFeely & Prior Ltd., Vancouver. Gillis & Warren Ltd., Winnipeg, Man.B.C. Mahon Electric Ltd., Fort William, Ont.Northern Hardware Co. Ltd., Edmonton, Alta., Wilkinson. Kompass Ltd., Hamilton, Ont.

Calgary, Alta. Lewis Bros., Ltd., Montreal, Que.A. A. Murphy & Sons Ltd., Saskatoon, Sask. Manning Equipment Ltd., Halifax, N.S.

FOR JANUARY. 1952 35

CURRENT LITERATURENew Insuline Catalogue

A new condensed 32 -page cataloguelisting the firm's extensive line ofelectronic components, ranging fromtip jacks to television arrays, is an-nounced by the Insuline Corporationof America, 3602 -35th Avenue, LungIsland City 1, N.Y. Copies are availablefree of charge. Requests should specifycatalogue No. C-652 and be addressedto Bernard L. Cahn, sales manager.

Canadian representative is the Can-adian Marconi Company.

New Haydon CatalogueHaydon Manufacturing Co. Inc., Tor-

rington, Connecticut, have released anew revised version of Catalogue No.322 covering electric timing motors.

The only change incorporated inthe new edition of the motor catalogueis a complete revision of the torquelistings which was found necessarydue to a general misunderstanding ofthe data as previously published.

The catalogue contains complete andcomprehensive information on thecomplete line of Haydon electric tim-ing motors.

This catalogue may be obtainedfrom J. R. Longstaffe Ltd., 349 Car -law Avenue, Toronto, Canadian salesrepresentative for Haydon Mfg. Co.Inc.

The Largest Selling

LIGHTNING ARRESTERAt Any Price!

NO. AT102

APPROVED

Protects Home and TV

$225Set Against LightningLIST

HazardsU.S. Patent No. D-4664

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See Your Jobber or Write forForm No. 84

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Duotone Supplement To NeedleReplacement Guide

A complete supplement, listing allthe pertinent needle replacement datafor the latest models of record playerson the market, is being issued by Duo -tone Co of Keyport, New Jersey. Aspecial feature of the new supplementis a full listing of all the DuotcneDiamond needle replacements now indemand.

This replacement supplement em-ploys the same convenient cross-indexsystem made popular by the originalDuotone guide now being used bymore than 100.000 dealers. distributorsand servicemen. The Duotone Com-pany is represented in Canada byChas. W. Pointon. 1926 Gerrard St.East. Toronto, Ontario.

Westinghouse Booklet ForSchool Children

Canadian Westinghouse Co. Ltd., hasreleased a new booklet entitled -Elec-tricity-The Friendly Giant." Intendedprimarily for school children the book-let describes in simple language thebasic principles of electricity and mag-netism, the generator, motor, trans-former, electric street cars and trains.the thermostat, the fuse. the circuitbreaker, etc. It draws attention to thepresent-day uses of electricity in thehome, in industry and on the farm andto radio and the electronic tube.

New Centralab Colour ChartThe first color chart which, it is

claimed, includes all the color -codingrequirements of the entire electronicindustry has been prepared by Centra-lab Division of Globe -Union Inc., Mil-waukee, Wisconsin.

Printed in eleven colors with over3,300 color dots or marks, the newcolor code chart will be found usefulby electronic engineers, in researchand educational laboratories, by pur-chasing and production men, by radioand TV service engineers, and by dis-tributors of electronic equipment, ac-cording to W. S. Parsons. Centralabvice-president.

Color coding outlined on the newchart includes that of transformers,battery cables, antennae and groundleads, telephone switchboard cable.RTMA and JAN mica, paper and cera-mic capacitor values, standard valuesof fixed composition resistors, miscel-laneous capacitors and resistors, elec-tro-dynamic speakers, and radio andtelevision chassis.

He said the chart would be distribu-ted initially through Centralab repre-sentatives and jobbers. Later it will bemade available to anyone, at a nominalcharge. The chart is 36 inches high by30 inches wide. Represented in Canadaby Kelly -Heenan Co., 2293A Yonge St.,Toronto.

First Radio College TVService Manual

The Radio College of Canada has an-nounced that their "Television ServiceManual" is now ready. This manual isthe first of its kind and contains techni-cal information and data on everyCanadian TV set to Dec. 20, 1951.

The manual consists of three book -form supplements in an attractive gold -stamped. new type binder which standsupright. Contains 309 pages. Thebinder will hold a total of eight supple-ments.

The first supplement carries a fairlycomplete discussion of TV funda-mentals, alignment procedure, troubleshooting, typical faults and test pat-terns. Data provided in the three sup-plements includes circuit diagrams,alignment, chassis layouts, trimmerlocations, socket voltages, waveformdiagrams. critical lead dress, standardbroadcast receiver diagrams for com-bination models, part location diagramsand special service notes.

Radio College Manuals have been the"Standard of Reference" in the radioservice industry for many years.

The new RCC Television ServiceManual will now bring technicians up-to-date on all TV models on the Cana-dian Market. Additional supplementswill be issued at regular intervalsthroughout the year.

Jerrold Electronics IntroducesHigh "Q" Traps

A new line of high "Q" traps, design-ed for use between the TV antenna andreceiver to eliminate adjacent -channeland FM interference, has been intro-duced by Jerrold Electronics Corpora-tion. Philadelphia.

New Jerrold traps are available infour models. Model TLB covers thelow -band VHF television channels 2through 6, from 54 to 88 mc. ModelTHB is designed to trap out adjacentchannel interference on high -band TVchannels 7 through 13, from 174 to216 mc.

Interference from FM stations istrapped by using Model TFM, coveringthe range from 88 to 108 mc. Thefourth new Jerrold trap is designatedas Model "T Special" and is custombuilt, on order. to eliminate interferingfrequencies in any bands other thanVHF television and FM.

These traps, which are particularlyuseful in master television antennasystems for both apartment house andcommunity installations, consist ofbridged "T" networks with variableseries and shunt inductance circuits.

With both the series and shunt cir-cuits tuned to the signal to be trapped.this undesired signal is attenuated bya minimum of 50 db by the new Jerroldhigh traps. The TV channel to bereceived is attenuated by a maximumof only 2 db.

The Jerrold Electronics Corporationis represented in Canada by the AtlasRadio Corporation Limited, 560 KingStreet West. Toronto, Ontario, fromwhom prices and literature may beobtained upon request.


RADIO -TELEVISION

and

APPLIANCE SALES

Vol 8 JANUARY, 1952 No.

Thor -Canadian Announces Five -YearProtection Plan

Gord Faulkner, Thor dealer in New Toronto. is shown discussingpromotion plans with his son, Alex. of his sales staff.

The announcement of a 5 -year Protection Plan coveringall washing machines manu-factured by Thor -CanadianCompany Limited was hailedwith enthusiasm by membersof the Thor Dealer Organiza-tion. "This is the greatestthing that has hit the wash-ing machine industry sincethe introduction of the agi-tator method of washingclothes," said Gord Faulkner,Thor Dealer in New Toronto,Ontario, shown discussingpromotion plans with hisson, Alex, of his sales staff.

The Thor 5 -year ProtectionPlan gives four additionalyears protection over theusual one year warrantyperiod given on most appli-ances, and covers the "SealedMechanism" of the ThorAutomagic Spinner and themain operating mechanism ofthe Thor wringer washer. All

washing machines producedby the company on and afterNovember 15th carry thenew 5 -year warranty.

Former Purchasers benefitPlans have been made to

allow any purchaser of a 1951model Thor washer to takeadvantage of this additional4 years protection offered onthe Automagic washer.

First in CanadaIn presenting the new plan,

the Thor -Canadian CompanyLimited becomes the firstmanufacturer of home -laun-dry equipment in Canada tooffer a 5 -year ProtectionPlan on its full line of wash-ing equipment.

National AdvertisingNational advertising an-

nouncing the new 5 -year Pro-tection Plan has been sched-uled in leading Canadian pub-lications. A special promo-

tion package containing col-ourful point of sale displaymaterial which will enablethe dealer to tie-in with Thornational advertising has beendistributed to members of theThor dealer organization andto distributors of Thor prod-ucts across Canada.

General Manager ForNew C.G.E. Lamp

DivisionThe establishment of a

Lamp Division in CanadianGeneral Electric CompanyLimited has recently beenannounced by H. M. Turner,president, as a part of abroad -scale realignment ofthe company's operating func-tions. The new division willinclude responsibility for theentire field of G -E lampbulbs, including engineering,manufacture, marketing andrelated activities.

E. H. Lindsay has been ap-pointed general manager of

E. H.. LINDSAY

the Lamp DIvision, the ap-pointment to be effectiveJanuary Isl. For some timehe has been an assistantcomptroller of the companyand was for a number ofyears associated with thelamp business.

F. Manley & Sons Move To New Location

Shown above is a photograph of the fine new building of F. Manley& Sons Ltd.. located at 198.200 Laughton Ave., in Toronto.


YOU CONCENTRATE ON SALES . . .LET US DO YOUR

SERVICE & INSTALLATION WORKMany electrical dealers in the Toronto

and Suburban area have found it pays

to turn over their installation and servicework to us. It allows them more timeto concentrate on sales and make a

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trial will demonstrate our ability to serveyou to mutual satisfaction.

We can handle every type of electrical installationand service work, including wiring and conversions.Our new location and larger premises will giveyou faster service.

ELECTRIC SERVICECOMPANY

1187 Bathurst Street, Toronto, Ont.Phone: LAkeside 1044 - Eves. REdfern 1907

New C.G.E. Appointments

The appointment has re-cently been announced ofK. A. Blatherwick as man-ager of Canadian GeneralElectric Company's T r o i sRivieres office.

Mr. Blatherwick joined thecompany in 1937 and forseveral years was responsiblethroughout the Sherbournearea for the sale of lamps,lighting and carboloy prod -

K. A. BLATHERWICK

P. E. ST. GEORGES

ucts, and supplies for asbestosmines.

P. E. St. Georges has re-cently been appointed man-ager of Canadian GeneralElectric Company's Chicou-timi office. He becomes re-sponsible under C.G.E.'s Mont-real district office for thesales and service of thebroad range of the company's

products in the Lake St. Johnarea.

Mr. St. Georges has had ex-tensive sales experiencethroughout the Province ofQuebec, and was in chargeof supply sales in the Chicou-timi area previous to hispresent appointment.

He was graduated in 1938f r o m Montreal TechnicalSchool and is a member of theCorporation of Certified Tech-nicians of the Province ofQuebec.

K. J. CORKERY

J. C. MACFARLANE

H. M. Turner, president ofCanadian General ElectricCompany, has announced arealignment of staff respon-sibilities in the company.Vice President K. J. Corkery(left) is responsible for Plan-ning and Services; VicePresident J. C. Macfarlane,K.C., D.C.L., is in charge ofLaw and Corporate Affairs.Both men are widely knownexecutives in the electricalindustry.

ILI A tr'sCOMPLETE ONE -STOP SERVICE I r -x IL_

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Tel. HU. 8073


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Canfield Type J11 Contact Duty Relays are

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Manufactured by CANSFIELD ELECTRICAL WORKS LimitedCANADA

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///MARITIME DISTRIBUTORS FOR:

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- ELECTRIC LIGHTING PLANTS -- RCC. RADIO MAN-.UALS RC A VICTOR CAR RADIOS - ELECTRICSUPPLIES -WIRING DEVICES RADIO AND REFRIGERA-TION REPLACEMENT PARTS -- STROMBERG-CARLSONCOMMUNICATION SYSTEMS AND AMPLIFIERS --- COM-MERCIAL REFRIGERATION EQUIPMENT -- RECORDPLAYERS - HALLICRAFTERS RECEIVERS AND TRANS-MITTERS MALLORY PRODUCTS --- SPEAKERS - - AUTO-MATIC STOKERS - AIR-CONDITIONING SYSTEMS -EVEREADY DRY BATTERIES AND FLASHLIGHTS -IVIYERS ELECTRIC WATER SYSTEMS- SOUND AND PUBLICADDRESS SYSTEMS -- TRIPLETT --- CANADIAN -SUPREME AND STARK TEST EQUIPMENT - IRCPRODUCTS - RECORDING EQUIPMENT - CENTRALABPRODUCTS -- AMPHENOL PRODUCTS -- AMATEURRADIO EQUIPMENT - TOWER OIL BURNERS - FURNACEOIL BURNERS - BARKER & WILLIAMSON PRODUCTS -SIMS HUMIDIFIERS - KITCHEN SINK UNITS OIL. GASAND ELECTRIC HOT WATER HEATERS.

UNITED r-DuICEiwz 100 SACKVILLE ST.HALIFAX,CANADAIANI.ARY. 1952 39

Keyes Supply Christmas Presentation

Make this . . .A HAPPY NEW YEARBy buying all your requirements for washingmachine, vacuum cleaner and motor repairwork at

YOUR BEST SOURCEOF SUPPLY

1.01440,,,,kplacXelun.Head Office

1025 Elias StreetLondon, Ont.

Branch Warehouse10 Pine Avenue West

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GENUINE SERVICE PARTSBeattyCoffieldEasyElectrohomeFairgrieveGeneral ElectricGilsonKribsLocomotiveMaxwellThor

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Canadian Distributors forTHE FRANTZ MANUFACTURING COMPANY

World's largest Manufacturers of Washer Parts

If you are not already receiving our regular mailings of descrip-tive parts literature, have your name placed on our mailing list.This service is free for the asking.

CANADA'S LARGEST APPLIANCE PARTSSERVICE

Corns G. Keyes (left), president and general manager of KeyesSupply Company, Limited, making presentation to H. H. Popham(right) of Ottawa. December 19. 1951. Mr. Popham received thedonation on behalf of the Ontario Society for Crippled Children.

Since 1915, when KeyesSupply Company commencedoperation in Ottawa as anautomotive wholesale house,it has been the custom of thecompany to send, at Christ-mas time, small mementos tothose who deal with the com-pany, as a gesture of appre-ciation for their business andin recognition of the Christ-mas Spirit.

This year it was decided bythe company, which now hasnine branches throughoutEastern and Northern Ontario,that the money spent in thismanner might be put tobetter use. Therefore, thisyear it presented sufficientelectrical equipment to theOntario Society for CrippledChildren in Toronto to outfita hobby shop completely withpower tools of all kinds. Itwill also be used in setting upa hobby shop at their summercamp on the Rideau Lake,"Merrywood - on - the -Rideau." This camp is openfor four months during thesummer and at that time,children will be taught byqualified instructors to usethe electric saw, drills, lathes,etc., which are being pre-sented.

It is the hope of the com-pany that dealers will recog-nize that a gift of this sortmade in the names of thedealers to whom some smalltoken would have been given,is much more symbolic ofthe Christmas spirit. On Wed-nesday, December 19th, CorlisG. Keyes, president and gen-eral manager of the company,made a formal presentation ofthis equipment to H. H.

Popham of Ottawa, who re-ceived it on behalf of theSociety.

Although this is a new ap-proach, the company, underthe direction of C. G. Keyes,has long been active in com-munity service and in chari-table projects. Mr. Keyeshimself has done a great dealin the Carleton College drivefor funds, and in Rotary Clubservice projects, as well ashaving set up an engineeringscholarship at Queens Uni-versity.

The company realizes thatthis presentation in itself hasbeen a small contribution, butfeels that if by this example,such contributions are madenext year by other compan-ies, a very worthwhile pre-cedent will have been set. Itis the intention to continuecontributions of this sortevery Christmas, and, ofcourse, the organizations towhom the donation is madewill be varied from year toyear.

A. H. Hunt Ltd. ChangeOf Name

At an Extraordinary Gen-eral Meeting held on 17thDecember a resolution wasmade and adopted that theregistered name of the Com-pany should include a refer-ence to the products in whichthe Company are specialistsand which enjoy a world -w i d e reputation as HuntsCapacitors." Therefore, thename has now been changedto A. H. Hunt (Capacitors)Ltd.


Canadian Westinghouse Supply Co.Officially Opens

A few moments after Hamilton's Mayor Lloyd D. Jackson per-formed the opening ceremony he was on the receiving end of asales talk from Roy Somerville. Also seen, left to right -H. H. Rogge, Canadian Westinghouse president; R. L. Brown,Supply Company vice-president and general manager; Mayor LloydD. Jackson; and W. R. Tumbleston, manager of the Supply

Company's local Ecanch.

Civic officials, Westinghouseexecutives employees in largenumbers were on hand whenHamilton's Mayor Lloyd D.Jackson recently performedthe opening ceremony at theHamilton branch of the Can-adian Westinghouse SupplyCompany. The event markedthe opening of the first ofmany such branches whichwill reach from coast to coast.

Westinghouse officials onhand to participate in theopening with Mayor Jacksonwere H. H. Rogge, president,Canadian Westinghouse Com-pany; R. L. Brown, vice presi-dent and general manager,Canadian Westinghouse Sup-ply Company; and W. R. Turn-belston, manager of the Ham-ilton branch of the supplycompany.

Stark Display At Malton Airport

"During a recent exhibitby the Royal Canadian AirForce at No. 3 Hangar, Mal -ton Airport, Stark ElectronicInstruments Ltd., Ajax, On-tario, manufacturers of finetest instruments were in-vited to set up a display boothto show typical test instru-ments used in aircraft work.Above is a picture of theexhibit with panels in the

background carrying pic-tures of manufacturing andtest operations in the Starkplant at Ajax. The picture atthe lower left shows the testinstrument assembly section,at the upper left the meterassembly section, at the up-per right the developmentlaboratory and at the lowerright the test instrument as-sembly section."

SUPERSTRENGTH

dial cord

UNIFORM STRENGTH

MINIMUM STRETCH

-

WRISCO

Nylon braid with fiberglascore,chemically treated, makesWALSCO cables and cordsnon -slip and the most resist-ant to abrasion. Uniformstrength .. absolute minimumstretch factor.Available in special thin,standard and medium . . . 25,100 and 500 ft. spools. At-tractively packaged in re --us-able plastic containers withsliding lid.

Specify WALSCO . . . themost complete line of radiohardware, chemicals, dialcords and accessories.

\,V WRITE FOR

ILLUSTRATED CATALOG

Walter L. Schott Co., Beverly Hills, Calif. Chicago 6. III.

Canadian Factory Distributor

ATLAS RADIOC 0 R P., LTD.

560 King St., Toronto, Ont., Canada


KLM Airlines Hostess Visits Rogers Majestic-Philips Dealers

Well, welt, what's this! Who's the attracthe young lady we see above with a number of Rogers Majestic and Philips dealers in Ontario? None other thanMhs Marjet Bingeling, hostess on board the K.L.M. Royal Dutch Airlines Constellation airliner which will carry the winners in the Rogers Majestic.Philips Ontario dealer contest to Europe. The dealers with Miss Bingeling are: Top row (left to right)-H. F. Frawley, Frawley Electric, Windsor; GlennCarpenter Frawley Electric; Douglas Fryer of Home Appliance Shop, Windsor talking to Miss Ringeling and a salesgirl; Al ShillIngton, W. C. Shilling Jr.iS Co., Blenheim. Middle row of photos (left to right)-Bert Edwards, Leamington: Beauty contest at Frawleys, Windsor; Mrs. Simms and Ben Johnsonof Geo. Young Co. Ltd.. London; Ilobbs Langford, Langford Radio Ltd., London. Bottom row (left to right) --Basil McPherson, Frawleys; Mr.O'Brien, Young's Home Appliances, London; Bert Ilyrnal. Hamilton; Bert Hermon, Young's Home Appliances, London.

Wolter Furneaux receives new appointmentWalter H. Furneaux. vice-

president and managing direc-tor of Aerovox Canada Lim-iled, haE, been appointed vice -

W. H. FURNEAUX

president in charge of manu-facturing for the AerovoxCorporation. New Bedford.Mass.

JAMES KEY

Mr. Furneaux has been withAerovox in Canada since itstarted operations in Hamil-ton. Ontario. 15 years ago.Under his guidance, the com-pany has become Canada'slargest manufacturer of fixedelectrical capacitors.

He is well known in theradio and electronic industries ithrough his work with theRadio -Television Manufactur-ers Association. He is a pastpresident of the Parts Divi-sion, and at the time of hisdeparture to the U. S. A. he,

was a member of the board ofdirectors.

In 1951 Mr. Furneaux joinedthe Department of DefenceProduction in Ottawa wherehe set up the machinery forthe procurement of compon- :ent parts for electronic equip-ment. He will continue toserve the Canadian Depart- i

ment of National Defence inan advisory capacity.

James Key, assistant gen-eral manager, will assume themanagerial duties at theCanadian plant. Mr. Key hasalso been with the Canadiancompany since its inception.

Telrex AppointmentMichael D. Ercolino, presi-

dent of Telrex, Inc., AsburyPark. N.J.. manufacturers of"Conical -V -Beam" televisionantennas and allied products,recantly announced the ap-pointment of Manfred E.Philip as controller anddirector of purchases.

Mr. Philip was formerlyassociated with Samuel J.Needleman & Co., certifiedpublic accountants of Phila-delphia, Pa., and is a memberof tae American Institute ofAccountants.


veyee/ze de..0 eigern

ROGERS MAJESTICGesza4a43714/

FROM A MODERN CANADIAN TUBE PLANT

ROGERS MAJESTIC ELECTRONICS LTD.31 - 51

Ernie Swan OpensNew Store

A new store, dealing ex-clusively in radio and tele-vision, was opened just be-fore Christmas by Ernie Swan.The store is located on Bay -view Avenue in Leaside, asuburb of Toronto, and is

ERNIE SW AN

known as the Ernie SwanTelevision Co.

Mr. Swan is well known in

in electronic circles. Beforeopening his new store, he justrecently completed 21 yearsas chief engineer of CKEYand before that he was con-nected with the WentworthRadio Co. and the DeForestCrosley Co. At one time heowned and operated his ownradio station at Midland.

He is also a member of theInstitute of Radio Engineers,the Association of Profes-sional Engineers, H. V. Kal-tenborn's Quarter - CenturyClub and the Quarter -Cen-tury Radio Club. Last yearhe received recognition for25 years Honourable and Dis-tinguished Service by theCanadian Association ofBroadcasters.

New JFD SalesMontreal Section

Representatives ForWestern Canada

The JFD ManufacturingCompany, Inc. of Brooklyn,New York, has announced theappointment of The Millen,Durnin Agencies of Winnipeg,

R. T. MILLEN

1 Li

to toSift

Canada as the sole and ex-clusive sales representative,of its organization in WesternCanada.

The Millen. Durnin Agen-cies will handle the completeJFD radio and television line,including antennas and ac-cessories. In charge of mer-chandising will be both R. T.Millen and C. E. Durnin.

The Tilton Agency willcontinue to handle JFD prod-ucts in Eastern Canada.

MONTREALTORONTOWINNIPEG

International RectifierPurchase New Building

The purchase of a new fac-tory building, located at 1521East Grand Avenue, El Se-gundo, California, has justbeen announced by Interna-tional Rectifier Corp. Theplant now occupied at 6809.S. Victoria Ave., Los Angeles,will be maintained for re-search and development. Gen-eral sales and administrativeoffices will be located at thenew plant in El Segundo,California, to which all corre-spondence should be directedafter December 1, 1951.

A year ago the increasingdemand for International Sel-enium Rectifiers forced theaddition of a second story to.the Los Angeles plant, whichdoubled the floor space. Ithas now become necessary toredouble factory capacity to.maintain constantly growingdelivery schedules.

Represented in Canada byKelly Heenan Co., 2293AYonge St., Toronto 12.

HAMMOND MANUFACTURING CO. LIMITED GUELPH,ONTARIO, CANA-DA

FOR JANUARY . 1952

That's rightright . . . IRC has been producingDeposited Carbon Resistors in Canada forthree years. The following types have

been approved under JCNAAF-R-27 speci-fications.

DCC

DCF

DCH

1/2 watt

3/4 watt

1 1/2 watt

- 19/32" x 11/64"

- 15/16" x 9/32"

- 2-1/16" x 9/32"

So when it comes to resistors . . .

INSIST ON IRC . MADE IN CANADA

For further informationWrite for Bulletin B-4.

Power Resistors Voltmeter MultipliersInsulated Composition Res stars

Low Wattage Wire Wounds CortrolsVoltage Dividers Precisions

High Stability ResistorsHF and High Voltage Resistors

Insulated Chokes

IRINTERNATIONAL RESISTANCE COMPANY LTD.

HEAD OFFICE & FACTORY 349 CARLAW AVE., TORONTO RI. 3511 ,

Montreal-Room 301, 1500 St. Catherine St., W., Fl. 3271Calgary-Radievision Sales Ltd., 527, 7th Ave.,W.,Phone 2.3294

Hamilton Sub -SectionThe Hamilton Sub -Section

of the Institute of Radio En-gineers held its fourth reg-ular monthly meeting of the1951-52 season on December10, 1951 at Aerovox CanadaLtd.

J. H. Pickett, chief engineerof Aerovox Canada Limited,presented an interesting. com-prehensive and informativepaper on metallized -papercapacitors. History, generalconstruction and character-istics were described and il-lustrated with slides. Also ashort movie film was run toshow the method and wind-ing machines used in windingthe sections. Some of themain advantages of metal-lized -paper capacitors overthe conventional paper typesare the self -healing proper-ties and their small size andlight weight. There are manyapplications for metallized -paper capacitors, both in corn-munication equipment and ininstrument work, and theideal ones at the present timeare in a power circuit for useas by-pass capacitors andfilters.

A question and answerperiod followed the termina-tion of the paper and theevening was concluded by re-freshments.

The following is a list ofthe future meetings of theHamilton Sub -Section of theI.R.E.: -

Mon., Jan. 21, 1952-Tourof Marsland EngineeringCompany, Kitchener, Ont.

Mon., Feb. 25, 1952 -Speaker: Preben Gomard,

project engineer Can. West-inghouse Co. Ltd.

Subject: A Saturable Reac-tor Tuning Unit in a Medi-um Powered TransmitterUsing Ferrites.

Place: Aerovox Canada Ltd.

Montreal SectionFive short papers were de-

livered - one each by fivedifferent speakers at the Janu-ary 9 meeting of the Montrealsection. The speakers present-ed their papers from a round

NEWSandNOTES

table in the new TelevisionStudio cf the C.B.C. The I.R.E.audience viewed and heardthe proceedings, via closedcircuit television, on televisionmonitors located in an adja-cent room.

A question p e r i o d wasallowed after the papers hadbeen delivered, and after theproceedings the audience wasinvited to inspect the tele-vision set-up in the studio.

The five speakers and theirpapers were:

1. Television In Canada, byJ. A. Ouimet, Cand'n Broad-casting Corpn.

2. Television Systems Engi-neering, by Mr. J. Carlisle,Cand'n Broadcasting Corpn.

3. Television Studio Equip-ment, by Mr. C. E. Tremblay.Cand'n Marconi Co.

4. Television TransmitterEquipment, by Mr. R. J. Nor-ton, R.C.A. Victor Co.

5. Television Receivers, byMr. L. W. Elliott, Cand'nMarconi Co.

Hamilton Sub -SectionMarch Meeting

R. S. Richards of Bach -Simpson Co., London, On-tario, will present a paperunder the title "Design ofVoltage Regulated D.C. PowerSupplies" at Aerovox CanadaLtd. at 8 P.M. on Monday,March 24.

Park MetalwareChanges Name

Park Metalware Co., Inc.,makers of Xcelite mechanic'shand tools, has changed itscorporate name to Xcelite,Incorporated, President F.Birney Farrington has an-nounced.

Founded in 1921, the com-pany first manufactured elec-tric connectors, automobileaccessories and tools, laterspecializing in high-gradehand tools for mechanics inthe electrical, radio, elec-tronic, aviation, automotiveand industrial fields. Besidesbeing first to use plastic forscrewdriver handles in 1926,Xcelite originated many ofthe popular tool designs seen


tociay; the small pocket clipscrewdriver, the square bladescrewdriver, detachable headopen-end wrenches, adjust-able socket wrenches, sparkplug testers, etc., etc. Origi-nally incorporated for $50,000,

F. BIRNEY FARRINGTON

the company has increased itscapitalization to $250,000. In1940 the plant was enlarged,and during 1951 manufactur-ing floor space was doubled.

Besides Mr. Farrington, of-ficers of Xcelite. Incorporatedare Vice-president, John aOlsen of Cleveland; secretary,Howard S. Langworthy ofOrchard Park; and treasurer,

Thor Conducts DealerTo stimulate activity in the

sale of Thor home laundryequipment at the retail level,the Thor -Canadian Co. Lim-ited is conducting a GrandSweepstakes contest amongThor dealers, and their re-tail salesmen, across Canada.

Fifteen major prizes will beawarded, with a "Bel -Air"model Chevrolet hard - topconvertible as the grandprize. Value of the prizes isin excess of $6,500.

The contest is being con -

John N. Petre of OrchardPark, all of whom held thesame positions with ParkMetalware Co., Inc. In Can-ada Xcelite Incorporated willcontinue to be represented byChas. W. Pointon, 1926 Ger-rard St. East, Toronto. Ontario.

Tee-Vee Corporation InNew Quarters

To meet the increased de-mand for T.V.0 televisionaerials and masts, the Tee-Vee Corporation has found itnecessary to expand itsmanufacturing facilities andhas recently taken possessionof the two -storey brick build-ing located at 1475 QueenStreet West, Toronto, Ontario.This plant expansion willprovide the company with itsown plating facilities and willenable it to handle its owndiecasting and operate itsown rolling mills. Ampleparking space is available forthe convenience of customers.

For a short period the com-pany will also continue tooperate from its present planton Fennings Street. but it isplanned to have all operationsunder one roof at the newQueen Street West locationby early Spring.

Contestducted by the wholesalesalesmen in each district.This provides a close personalcontact between Thor's sales-men and dealers' salesmenand affords the opportunityof working together to create.promote and maintain the re-tailer's interest in the sale ofThor household appliances.Advantage is being taken ofthis opportunity to conductinformal sales -training meet-ings to develop productknowledge of retail sales per-sonnel.

Jack Loudon, assistant sales promotion manager for Thor -Canadian,is shown receiving delivery of the Chevrolet "Bel -Air- car fromBruce MacDougall of Bruce MacDougall Motors, Port Credit, Ont.

HERMETICALLY SEALED

TRANSFORMERS

THEY'RE

JCNAAF APPROVED

Our production is geared for quanti-ties of transformers and at repetitiousmass production we do the best job,whether they be hermetically sealed ornot.

The hermetically sealed transformer isthe latest in a long line of JENSENtriumphs. It features among manythings, standard mounting, hi -qualityglass solder seal terminals, vacuumvarnish impregnated transformer unitand it meets JCNAAF-Mil-T-27 require-ments. So . - . choose the best andspecify JENSEN.

Write for catalogue No. 102

COPPER WIRE PRODUCTSLIMITED

FACTORY: GUELPH, ONTARIOSALES OFFICE S: Toronto -351 Carlow Ave., RI. 3511Montreal - Room 301, 1500 St. Catherine St. W., Fl. 3271Calgary-Radiovision 50135 Ltd., 510, 9th Ave. W., Phone 2-3294

FOR JANUARY. 1952 45

You'll find ready cus-tomer acceptance when

you recommend 'de -frost -it'. Widespread demand for thisfully automatic control that de-frosts nightly, assures real fastsales turnover. Every refrigera-tor owner is a live prospect-a huge market to sell.

Line up this extra business . .

talk automatic defrosting con-trol as 'de -frost -it' advertising isdoing for you in leading metro-politan newspapers. You'll profit.

Write Your NearestJobber For Full Details.

S-5149

CANADIAN DISTRIBUTORS

AUTOMATIC ELECTRIC(CANADA) LIMITED

284 KING STREET, WEST,TORONTO 1, ONTARIO

Montreal WinnipegOttawa Regina

Brockville EdmontonHamilton Vancouver

Calendar of Meetings

Montreal Service MeetingThe Atlas Radio Corporation, Cana-

dian representatives of Precision Ap-paratus Company Inc., of Elmhurst,Long Island, N.Y.. have arranged ameeting of service technicians to beheld on Monday, January 28th inRoyalmount Hall Community Building,90 Roosevelt Avenue, Town of MountRoyal, Que., starting at 8:00 p.m.

Precision service meetings have al-ready been successfully held in To-ronto and Vancouver, this being thefirst in the Montreal area. Bob Mid-dleton, senior Precision engineer, willconduct the meeting which will consistof non-commercial lectures and demon-strations of interest to service techni-cians. The meeting will be under theco-sponsorship of the eight Montrealjobbers handling Precision test equip-ment.

CEDA Annual ConferenceThe Annual Conference and General

Meeting of the Canadian ElectricalDistributors Association (CEDA. Inc.)will be held in the General BrockHotel, Niagara Falls. Ontario, on April28th. 29th and 30th.

1952 Electronic Parts ShowThe 1952 Electronic Components &

Equipment Show is scheduled to beheld in the Conrad Hilton (formerlythe Stevens) Hotel, Chicago, Illinois,May 19th to 22nd.

The Radio Parts Sales ManagersAssociation (Canada) is planning toestablish Canadian Headquarters in thehotel during Show Week and to holdthe customary Canadian Luncheon onWednesday, May 21st. The Associationis aLso planning to hold a breakfast-meetin 7, for its members Tuesday, May20th. More particulars will be pub-lished next month.

Now that the U. S. industry will havebut one show, a record attendance isexpected this year and Canadiansshould apply now for hotel accom-modation to the Housing Committee,Radio Parts & Electronic EquipmentsShows Inc., suite 1500, 11 South LaSalleStreet. Chicago 3, Illinois.

Radio Fall MeetingsScheduled for 1952-53

Washington-The annual Radio FallMeeting, sponsored by the RTMAEngineering Department, has beenscheduled for the next two years. ac-cording to an announcement by VirgilM. Graham, associate director of theRTMA Engineering Department. Theannual session brings together leadingelectronic engineers who are membersof RTMA and the Institute of RadioEngineers.

The 1952 Fall Meeting will be heldat Syracuse. N.Y., on Oct. 20-22 andthe 1953 meeting will be held at To-ronto on Oct. 26-28.

ADVERTISERSIN THISISSUE

JANUARY 1952

Addisons Limited 24-25Aerovox Canada Limited 29Atlas Radio Corporation Limited

Inside Back CoverAutomatic Electric (Canada) Limi-

ted 46

Birch -Jones & Company 19

Canadian Admiral Corporation Ltd11-12

Canadian Association of Radio andAppliance Dealers 31

Canadian General Electric Co. Ltd 8Canadian Marconi Co. Ltd. 1Cansfield Electrical Works Limited 39Central Division of Globe -Union Inc. 5Copper Wire Products Limited 45

Electric Service Company 38

Goodmans Industries Limited 35

Hammond Manufacturing Co. Ltd. 43Hoover Co. Ltd. 20

International Resistance Co. Ltd. 44

JFD Manufacturing Company30 and 36

Mallory & Company Inc., P. R. . 17Manning Equipment Limited 39Marshall Refrigeration Co. Ltd. 38MJS Television Accessories Com-

pany 33

Philco Corporation of Canada Ltd.Outside Back Cover

Pye Canada Limited 2

Radio College of Canada6, 30, 34 and 46

Rogers Majestic Electronics Ltd. . 43

Sams Inc., Howard W. 3Schott Company, Walter L. 41Standard Radio Products 28Stromberg-Carlson Company Limi-

ted 35

Tee-Vee CorporationInside Front Cover

Tel -Rex Inc. 27Turner Company, The 7

Waugh & MacKewn Limited 40

You can hire a R.C.C.graduate with confidence.

When you need


Phone or Write

EMpire 4-5176

PLACEMENT BUREAU


86 BATHURST ST., TORONTO 28


WITH WARD ANTENNASINSTALLATIONS S Pa/

I

IDiagramatic sketch showing how parabolic reflectorsgather in and concentrate energy on conical elements.

timeANTENNA INSTALLATION KITS . .

time savers ...money makers ... cut the cost of stock-ing and storing parts .. . give everything you need at

your fingertips at installation time. KIT MODELSTV -105 and TVS-103 contain necessary 6 element

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/0

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Word mechanical superiority is a deciding factor weigh-ing heavily with men in the field. Ward installations"stay put" ... eliminate call-backs.WARD PARA-CON* Antenna not only combines para-bolic and conical principles to assure maximum pictureclarity on all channels in most reception areas-butit features a material and structural strength that de-fies the elements, and assures a permanent installa-tion. Aluminum tubing, molded plastic insulators,heavy duty crossarm and other construction featuresmake for rugged strength and unsurpassed durability.Write for catalog. *T.M.

As the oldest, largest exclusive antennamanufacturer, Ward combines a complete,widely -diversified line of Radio and TVantennas. A single source of supply givesyou every advantage and every superioritythat means satisfied customers and biggerprofits to retailers and service technicians.

Canadian Factory Distributors

ATLAS RADIO CORPORATION LIMITED560 KING ST. WEST TORONTO, ONTARIO

L I

WORLD'S OLDEST AND LARGESTEXCLUSIVE MANUFACTURER OFANTENNAS

RADIO - TELEVISION 6 APPLIANCE SALES FOR JANUARY, 1952

RECEIVERS NO

CHECK

TIME EKED

GET SET

FOR THE YO

FEATURE PACKED

PROFIT PACKED

PRODUCTS IN APPLIANCEHISTORY . .

CHARGE 10DEPT ORADDRESS

DAT 1.11Illu

NIGHT MESSAGE

PaCkil LITTER

PLACE X OPPOSITESERVICE DESIRED

itsPHI LCO

Again

in 195

ST DRAMATIC

VALUE PACKED

ENTHUSIASTIC Philco distributors throughout thenation are now raising the curtain on the most

revolutionary advances in the electric appliance in-

dustry. New, all new for '52 . . . new in engineering

concepts . . . new in designs . . . new in features . . .

and, again, unmatched in quality, performance and

consumer appeal.Yes, once again, Philco invests millions of dollars

in engineering research, "competitive testing," de-sign and retooling, to offer the very finest of products,

and the greatest merchandising and profit opportunities in

the industryGet set now for the big news of 1952. See for your-

self why Philco for '52 is the most profitable all -year-round

franchise in the appliance business.

ADVANCEDDESIGN REFRIGERATORS

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RADIO-P.HONOGRAPHS* RADIOS AND

CIRCULATION NOW 7,500 COPIES, MONTHLY ......1. Covers sets produced 1938 through 1946. Order DC -1....

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Transcript of CIRCULATION NOW 7,500 COPIES, MONTHLY ......1. Covers sets produced 1938 through 1946. Order DC -1....