Editorial Notes

Radio Record, Volume V, Issue 51, 1 July 1932, Page 4

Editorial Notes

Wellington, Friday, July 1, 1932.

A RADIO situation is developing which in the first instance 1s likely to have serious consequences to listeners, and in the second instance upon the populatity of radio in general. This is the dumping of cheap American sets upon this market. The radio situation in America in’ recent years has followed a peculiar course. In 1929 peak sales were made of radio sets of good quality and repute. Radio manufacturers prospered from those record sales, and their prosperity incited the development of a number of competitors. These competitors were inclined to be of the get-rich-quick type, having been attracted to the field by the profits secured by the reptitable manufacturers through the marketing of good sets on large scale. To break into the market the new-comers to the radio field cut quality in order to give a low price. Utilising mass production methods they churned out millions of radio sets, with the result that throughout 1930 and 1931 the American market was over-supplied. Instead of radio sales increasing they decreased. Various factors influenced this First, the depression had begun its malign course; secondly, the public was to some extent becoming indifferent to radio through overexploitation of the advertising field ; and, third, the cheap and trashy sets left a feeling of discontent in their train through failure to give the service required. S u * TH this overplus of sets upon their hands, the manufacturers sought fresh fields to conquer. Of all the markets available to them, the most attractive from the point of view of suitability to their needs is the New Zealand market. True, this market is small, but it has been a good buyer of American sets in the past. Already these cheap sets are finding their way to this market. As much protection as possible is being given to the public by the Customs Department, but in the absence of an absolute embargo upon their mmportation, the sets are bound to

find their way to the public. The public must take steps to protect itself. Its only way to protect itself is to have knowledge of what it is buying and the consequences likely to be entailed. bd * % (CHEAPNESS in radio can be secured only at the expense of quality. It is true that some of these cheap sets give initially good performance, both in range and tone. They are not, however, stayers in the performance field. The equipment put into them is not--cannot be-of good quality, and does not last. Before long, the initial satisfaction of the buyer with his. bargain fades under the pressure of continual service. The efficiency of a set depends upon its valves and its general mechanism, apart from its appearance. The quality appeal should be the first consideration in the mind of a prospective buyer. Those who already possess radio sets, in the interests of radio itself should be prepared to do their part in informing intending buyers of the considerations that should weigh with them in purchasing a set. Radio is prospering at the present time. The depression is increasing the demand for cheap entertainment afforded by radio. It is important that those now buying radio sets, however, should be permanent listeners, and not become disgruntled through dissatisfaction with the performance of an inferior set, In the interests of radio in general it is important that the quality factor should override the price factor in the buyer’s mind. The competition of dumped sets has forced the price’ level of good sets down to the lowest margin known. There are plenty of good sets being marketed by reputable dealers, and the very fact that cheapness in itself is made the predominant appeal in certain cases should put prospective buyers on their guard. Unless the public protects itself, dumped radio sets will leave a trail of individual discontent and damage to radio.