Make This a Radio Xmas

Radio Record, Volume I, Issue 18, 18 November 1927, Page 5

Make This a Radio Xmas

A GREAT OPPORTUNITY FOR THE TRADE

From a broadcast standpoint the past year has been a notable ona in the annals of New Zealand. Radio broadcasting in the Dominion has, since last January, grown out of swaddling clothes, and has now reached the stage of adolescence. During this year the Radio Broadcasting Com« pany of New Zealand, through the installation of high-class broadcast stations, has raised the popularity of broadcast listening to a degree which was undreamt of two or three years ago. From a total of about 10,006 listeners the number of radio licenses have increased to the astonishing aggregate of over 35,000 during the past twelve months, This is striking proof that the enterprise and endeavours of the Broadcasting Company have been directed along successful lines. The Dominion, through the establishment of the super-power Wellington station, 2YA, can boast of the possession of the second most powerful broadcast station in the British Empire, and this alone is striking evidence of the desire of the company to place broadcasting on a firm basis in this country. A. fitting occasion to signalise the undoubted success of broadcasting in New Zealand is offered the radio trade in the approaching Christmas season by making this a "Radio Xmas." Within the next few weeks there will be abundant scope for the radio trade to bring broadcast listening before the N.Z. public in a way that has not yet been attempted in the Dominion. The Yuletide, with its age-old custom of the gifts of presents to the young, and also the exchange of gifts among adults, opens up a most attractive opportunity for the radio trade to cater for this approaching demand. The slogan among radio dealers throughout New Zealand should be: "Make this a Radio Xmas.’"? But the slogan must be amplified by attractive window displays and the liberal ticketing of goods suggesting their suitability as Xmas gifts, Large show cards in the windows, appropriate decorations and the cultivation of an atmosphere’ calculated to arrest the attention and interest of the public will combine to capture trade to an extent which will make this a truly "Radio Xmas." The juvenile will be in quest of a present, and paterfamilias, no doubt, can be relied upon to purchase that which will please the recipients most. The humble crystal owner may be reasonably regarded as a potential valve-set purchaser sooner or later. And paterfamilias, himself, may feel inclined to launch out on the purchase of an addition to the household chattels which will distribute enjoyment for all. The season is opportune, and the radio traders should rise to the occasion. This is their chance to "Make this a Radio Xmas."