:J . . . . .:. · . ·-,.. ;. . . • · (. ···'· .

'"

·PHILC Sales News For America's Most Alert Radio Merchants

Vol. Ill

$36~ to $295

(All prices tax extra)

It Looks Better It Sounds Better

it /S Better/

JUNE, 1932

PATENTE:O

·PHIL(:O·

No. 5

91.Jl!lUJical lmtrumerd of t2italzPy

I)

PHILCO NEWS Sales News For America's Most Alen Radio Merchants

JUNE, 1932

$36YJ to $295

(All prices tax extra)

It Looks Better It Sounds Better

it IS Better,

PATENTED

LCO•

N o . 5

eaMwsical Ingrument of caald5

• PHILCO • • • A Musical Instrument of Ouality •

Why PHILCO Leads the World "It is not price nor salesmanship which makes PHILCO the most accepted radio, it is supreme

l•ty II

.Among other important contributions PHILCO has made to radio are Shadow Tuning, Inclined Sounding Board, perfected Automatic Volume Con­trol, Tone Control, Tuning Silencer, etc.

qua 1 •

Q UALITY first, quality last, quality all the time-this has been the guiding motive of PHILCO, and the buying public has responded.

Thus in the fastest mo,·ing ever known PHILCO has

trade the world has

PHILCO Transitone for motor cars and boats is another example of PHILCO leadership. This is the first set to perform with real satisfaction under the exacting conditions in such use and to receive ar­proval of the leading motor car manufacturers.

made the swiftest prog-ress, and in 1932 stands so far ahead of any and all contenders in the radio business that one

I

can scarcely tell who is in second place. Surely this is public proof of PHILCO quality and pub­lic acceptance of 'PHILCO

1 ·. ·' ' va ue. . .... · · ·-'.~ ... ;

From the first ·PHtnco radio ever produ~ed right up to the present mag­nificent line, PHILCO en­gineering has shown the 1~ ..1,y to better reception, em;icr operation and more thorough co :1sumer satis­f actio11. For instance. all ~ eb were formerly :3hipped and sold \\·ith­out tubes in position, the real reason being that there were no tubes sturdy enough to stand shipment from factories in radio sets. It \ms PmLco who produced t h c no'" c e I e b rat e cl

New Tubes-a Technical Policy This year PHILCO takes what is undoubtedly the biggest

conf,tructive step to date in the ultimate simplification of dea1ers' tube problems.

In the past every dealer in the industry has been be· wi·ldered and befuddled by the introduction of numerous types of new tubes, and his stocks have necessarily ~ul_ti· plied accordingly. Odd •·oh.ages, changes of character1st1cs anr l various special tyves >f greater ballyhoo value than tech~"'lical merit have bten introduced, some by the largest compci:nies, and gener~ ly have added to the confusion.

As ::,rou know, it t·as never been the policy of PHILCO to introd:iice a new trick type of tube for advertising purposes. PB'i~T.CO'!" ~ettlcl policy is to bring out and use new tubes only when staoility in design and improved technical performance are •ISsured.

PHILCO now introduC•'s a number of new, improved tubes for very definite technical reasons, and in the interest of economy and standardization. We will stand· ardize on 6.3-volt heater types. Every engineer and every dealer knows of the superPrity of heater type tubes, and everyone is familiar with t11e trend, during the years. from filament to heater types. F'urthermore, the use of 6.3·volt heaters as standard permi1s their application to automo­bile receivers and D.C. recei ·:ers, as well as to A.C. receivers, so that all new developrr.ents in PHILCO Tubes in the future will immediately be· available for all these classes of service.

In efficiency, in econorr.Y of current and space, in uni­formity, in freedom from ::rouble and in all-around per· formance, the new PHILCC 6.3-volt universal-service tubes are superior to any tubes ttiat we know of, past or present.

And even more important, the fact that they have been designed specifically for the new_ PHII:CO receiver circuits in the great PHILCO laboratories, with tube en­gineers and receiver engir..eers working together toward a common goal, enables us to state confidently that the new PHILCO receivers using these tubes will give you performance unequalled in other receivers.

· PHILCO has not added, and will not add. any new device or '' gadget '' merely as a selling point. Every PHILCO improw­m en t must be really worthwhile and must stand the se\•ere test:3 of PHILCO quality.

PHILCO believe,.: in the radio business. It" best years are still ahead. To maintain and still further advance the hig:h standing of PHILCO qual­ity and the outstandinµ; leadership of PHILCO sales, PHILCO will con­tinue its well-known pol­icy of declining to be di,·erted i:t).to other " al­luring" lines of trade. and \\·ill continue to con­centrate on PHii.co radio.

PHILCO'S relative place in the radio field, ex­pressed by a diagram based on actual figures, looks like this:

PmLco Balanced Tube:o;-more efficient and more durable than any pre,·ious tubes and thoroughly strong: enough to ,-hip PHILCO :::ets from the fuetory emnplete \\'ith tub1.·s in their :o;ocket,.:. :\ot euntent \\'it h t hb demon,.:t ra tinn of leadership. PmLco no11· introcluce:o; the ne1Y PHILCO High-Efficiency Tube,­IYhich. as their nanw irnplie'<. are still more efficient. more compact and runsmne le:o;'! cmrent than any A.C. tubes e\·er u::;ed.

26'" Place______ 1928 2a Place ••C _________________ 1929 Is' Place·----== 1930 I'' Place 1931 I'' Place·-------1932

•

• PHILCO • • • A Musical Instrument of Quality •

Why PHILCO Leads the World "It is not price nor salesmanship which makes PHILCO the most accepted radio, it is supreme quality."

0 UALITY first, quality last, quality all the time — this has been the guiding motive of PHILCO, and the buying public has responded.

Thus in the fastest moving trade the world has ever known Pnaco has made the swiftest prog-ress, and in 1932 stands so far ahead of any and all contenders in the radio business that one can scarcely tell who is in second place. Surely this is public proof of Pmwo quality and pub-lic acceptance of Pmwo

• 6 value. ,

From the ferskIsyti,co radio ever produced right up to the present mag-nificent line, Pmwo en-gineering has shown the h ay to better reception, easier operation and more thorough coasumer satis-faction. For instance, all ets were formerly shipped and sold with-out tubes in position, the real reason being that there were no tubes sturdy enough to stand shipment from factories in radio sets. It was PuiLco who produced the now celebrated I-3111u° Balanced Tubes—more efficient and more durable than any previous tubes and thoroughly strong enough to ship PHILCO sets from the factory complete with tubes in their sockets. Not content with this demonstration of leadership. PHILCO now introduces the new PHILCO High-Efficiency Tubes which, as their name implies, are still more efficient. more compact and consume less current than any A.C. tubes ever used.

New Tubes —

Among other important contributions Pmwo has made to radio are Shadow Tuning, Inclined Sounding Board, perfected Automatic Volume Con-trol, Tone Control, Tuning Silencer, etc.

Puma) Transitone for motor cars and boats is another example of Pmwo leadership. This is the first set to perform with real satisfaction under the exacting conditions in such use and to receive ar-proval of the leading motor car manufacturers.

« %two has not added, and will not add, any new device or "gadget" merely as a selling point. Every Pmwo improve-ment must be really worthwhile and must stand the severe tests of Pmwo quality.

Pittwo believes in the radio business. Its best years are still ahead. To maintain and still further advance the high standing of Pmwo qual-ity and the outstanding leadership of PittLco sales, Pxmco will con-tinue its well-known pol-icy of declining to be diverted into other "al-luring" lines of trade. and will continue to con-centrate on Puti.co radio.

PHILCO'S relative place in the radio held, ex-pressed by a diagram based on actual figures, looks like this:

a Technical Policy T his year PHILCO takes what is undoubtedly the biggest

co mtructive step to date in the ultimate simplification of dealers' tube problems.

In the past every dealer in the industry has been be-wildered and befuddled by the introduction of numerous types of new tubes, and his stocks have necessarily multi-pli ed accordingly. Odd roli ages, changes of characteristics an. various special tyyes of greater ballyhoo value than technical merit have been introduced, some by the largest companies, and genere ly have added to the confusion.

As you know, it tas never been the policy of PHILCO to introdSce a new trick type of tube for advertising purposes. PlitICO'r settled policy is to bring out and use new tubes only when staoility in design and improved technical performance ar e assured.

PHILCO now introduom a number of new, improved tubes for very definite technical reasons, and in the interest of economy and standardization. We will stand-ardize on 6.3-volt heater types. Every engineer and every dealer knows of the superi.ority of heater type tubes, and everyone is familiar with the trend, during the years, from filament to heater types. f'urthermore, the use of 6.3-volt heaters as standard permits their application to automo-bile receivers and D.C. recei 7ers, as well as to A.C. receivers, so that all new developments in PHILCO Tubes in the future will immediately be available for all these classes of service.

In efficiency, in econœr y of current and space, in uni-formity, in freedom from trouble and in all-around per-formance, the new PHILCO 6.3-volt universal-service tubes are superior to any tubes that we know of, past or present.

And even more important, the fact that they have been designed specifically for the new PHILCO receiver circuits in the great PHILCO laboratories, with tube en-gineers and receiver engireers working together toward a common goal, enables us to state confidently that the new PHILCO receivers using these tubes will give you performance unequalled in other receivers.

26" Place MI__ 1928

2 Place 1929

I St Place 1930

I" Place H931

1" Place 1932

PHILCO NEWS

Published every Month by PHILCO solely For PHILCO Dealers­

the most progressive group of Radio Merchants in America

VOL. Ill JUNE, 1932 No. 5

The Most Valuable. Dealer Franchise the Radio and Music Trade • 1n

W HILE giving just credit to quality as the basis for PHILco's outstanding leadership, PHILCO also has the most aggressive sales

program and the most competent sales organization -both distributors and dealers -ever joined to­gether in the promotion of radio.

PHILCO dealers have the most attracti,·e and profitable franchise ever known in the trade. It is based primarily on movement, turn-over and "profit at the end of the year." Dealers who handle PHILCO, and particularly dealers who concentrate on PHILCO, ha,·e regularly and consistently enjoyed better busi­ness and made more dollar profits than dealers in any other radio line.

E,·erv PHILCO is a "musical instrument of quality.'' Every PHILCO is priced to sell. Xothing but the highest degree of engineering, the most modern manufacturing processes, the enormous PHILCO volume and an almost uncanny stock control could make the new PHILCO prices possible.

PHILCO offers by far the most complete line of radio. with a model to suit e\·ery need and a price to gh·e PHILCO dealers the ach·antage o\·er any competition, half way comparable in performance.

PHILCO \Yants its dealers to make monev and µ:row :'tro?ger in the radio business. Gh·en half a chance PHILCO sees to it that its dealers do make money.

Furthermore. PHILCO dealers are not urged to load up with goods beyond their reasonable turnover.

The PHILCO line for 1 !):3:2-33 has ewry worth-

\Yhile improvement kno\Yn to radio. It has many very valuable improvements \Yhich are exclusi\·e with PHILCO-advantages which cannot be offered by any but a PHILCO dealer.

:Many of these impro,·ements im·oh-e heaxy addi­tional costs, but this extra value is put into this year's line without ad,·ance in price, to help PHILCO dealers sell more PHILcos. .Just glance at the line and the specifications will abundantly pro,·e this.

PHILCO has ei•eryth£ng.

Besides the most complete line, the most attrac­tive line and the most reasonable price , PHILCO abo supports its dealers with by far the greatest ach-er­tising campaign ever known to radio. It is e\·en bigger and better in 1932 than last year! Further details regarding advertising and sales promotion \Yill be found on Page 20 and following pages of this book.

By selling more sets, by contacting millions and millions more consumers, and by gh·ing .. more ,·alue for less money.'' PHILCO has built up a degree of public good-will ne,·er enjoyed by any other radio. This is the greate:-t as,-et \Yhieh PHILCO ha,-. It is :-hared \Yith PHILCO dealer5.

By subscribing to PHILCO policies and concen­trating on the PHILCO line. dealers are enabled to build up their om1 bu,-ine=-=- more rapidly and more :'oundly than they could po=-,.:ibly do \Yith any other radio line or by =-cattering their interests o\·er ,·ariou,; lines , thus affecting their eredit position. \Yhich is all-important this year.

If you are a PHILCO dealer-BE a PHILCO dealer. If you have not yet availed yourself of the privileges that go with radio leadership, get in

touch with the PHILCO distributor in your territory without delay.

1

PHILCO NE WS

Published every Month by PHILCO solely for PHILCO Dealers— the most progressive group of Radio Merchants in America

VOL. III JUNE, 1932 No. 5

The Most Valuable. Dealer Franchise in the Radio and Music Trade

W HILE giving just credit to quality as the basis for himeo's outstanding leadership, PHILCO also has the most aggressive sales

program and the most competent sales organization —both distributors and dealers—ever joined to-gether in the promotion of radio.

Pane() dealers have the most attractive and profitable franchise ever known in the trade. It is based primarily on movement, turn-over and " profit at the end of the year." Dealers who handle hin.co, and particularly dealers who concentrate on Prime°, have regularly and consistently enjoyed better busi-ness and made more dollar profits than dealers in any other radio line.

Every huLco is a "musical instrument of quality." Every Puma) is priced to sell. Nothing but the highest degree of engineering, the most modern manufacturing processes, the enormous Puna) volume and an almost uncanny stock control could make the new himco prices possible.

PHILCO offers by far the most complete line of radio, with a model to suit every need and a price to give PoiLco dealers the advantage over any competition, half way comparable in performance.

himeo wants its dealers to make money and grow stroniger in the radio business. Given half a chance Pikitco sees to it that its dealers do make money. '

Furthermore. PHILCO dealers are not urged to load up with goods beyond their reasonable turnover.

The PHILCO line for 1932-33 has every worth-

while improvement known to radio. It has many very valuable improvements which are exclusive with Mimeo —advantages which cannot be offered by any but a PHILCO dealer.

Many of these improvements involve heavy addi-tional costs, but this extra value is put into this year's line without advance in price, to help PHILCO dealers sell more hincos. Just glance at the line and the specifications will abundantly prove this.

Pi teo has everything.

Besides the most complete line, the most attrac-tive line and the most reasonable price, hinco also supports its dealers with by far the greatest adver-tising campaign ever known to radio. It is 'even bigger and better in 1932 than last year! Further details regarding advertising and sales promotion will be found on Page 20 and following pages of this book.

By selling more sets, by contacting millions and millions more consumers, and by giving more value for less money," PHILCO has built up a degree of public good-will never enjoyed by any other radio. This is the greatest asset which PHILCO has. It is shared with ProLco dealers.

By subscribing to Pu teo policies and concen-trating on the Pamco line. dealers are enabled to build up their own business more rapidly and more soundly than they could possibly do with any other radio line or by scattering their interests over various lines, thus affecting their credit position. which is all-important this year.

If you are a PHILCO dealer—BE a PHILCO dealer. If you have not yet availed yourself of the privileges that go with radio leadership, get in touch with the PHILCO distributor in your territory without delay.

1

• PHILCO • • • A Musical Instrument of Ouality •

Why PHl.LCO Is the Most Salable. Line AGAIN we say, "You will find in PHILCO every n worthwhile improvement -many of them

exclusive." Never before has there been such a line of radio, combining every feature known to improve the quality of reception, ease of handling and beautiful appearance.

On this page and the next page is given a brief summary of some of the more important feature,.; included in the various models. This is for handy reference, to enable you to see at a glanre t h0 extraordinary showing of improvements to be found in each one of the PHILCO models, plaring 0a<·h PHILCO in a class by itself. This widely varied line for 1932-33 may truth­

fully be said to have everything that is good and SALABLE. There is so much to be said in detail regarding each set that the full story fills a whole book. Such a book, entitled Philco Book of Fa<Jf.s, containing full and complete information for the layman and technician alike, has been written and should be given with a copy of the illustrated folder to every possible prospect. These will be supplied hy your distributor at small cost.

Remember, every PHILCO is a Balanced Su1wr­heterodyne. All PHILCO cabinets are beautiful in design, remarkably sturdy in con:-truction, mn<k < >f the finest and most expensi\·e .furniture wood,.; selected from all over the world. and e\·ery rahi1wt is hand rubbed. The new PHILCO High-Efficiency Tubes are used in all models.

11-T ube Model Features World's Finest Musical Instrument

The finest musical instrument ever built l1t•cau~ it is all instruments in one. The PHILCO X Models are the only radios to be scientitically designed for perfection of tone. They are modern radio's greatest achie,·ement. Nothing in present-day radio could be added to these instruments which would improve performance or convenience of operation.

Tone Tone as never before heard on any radio

r~gardless of price. It has started the whole country talking about this marvelous innova­tion. With the X Models, you are present in the broadcasting studios and concert halls of the entire country. All the brilliance. all the glamour, and the realism of the original pc•r- • formance are yours with this great, new, music:tl instrument.

A Musical Instrument Supreme As a radio, the Models 15X and 15DX otfor

the finest performance of any sets ever placed on the market. But they are not just tine radios- they are musical instruments created by modern science. The cabinet work is roepre­sentatfre of a new type of beauty in itoelf, something which is consistent with the new quality of tone. PRILco' s patented construc­tion unites the principles of acoustic perfection with the art of the craftsman in producing an exquisite sound reproducing system. The mas­sive sloping panel sound reflector direct• the music upward to the ear and not along the tioor. At the same time, the undesired ;ouud from the back of the cabiuet- that which iutro­duces distortion in the ordinary radio - i; di­rected down to the floor where it is absorbed. The sound-absorbing back further contributes to this process, with the result that only pure. undistorted music is heard at the iront of the instrument.

Push-Pull Pentode Output The Pentode tubes and the poweriul pu;h­

pull circuit afford a ,·ast !'tore of undistortPd power to operate the new PHILcu Twin lo:lt><' trrJ­dynan1ic ~peaker~ in reproducing- 1nu~ic with it~ original \·olurue nnd tone.

Twin Speakers The new Twin ElL•ctro-dninrnie :"pp:1\..pr;

are an essential part t>i the c~1n ... inil.\· haLu11·t"")d rt-produeing sy~t('BL :-\ t'W 111et hod;-; ~u1d idl':t:-' in con~tructiun tuakL• it pO!"~ibll• fill' PH1r.1·11 111 huil<l ~pt,.:tkt~r:-; .,f unt•q11:dl1•d L'tfo·it•n1 ·.\· :tnd tu1w qu~ditit'"'·

2

Every PHILCO is appro\·ed by tlw r 11< lf'rnTi t (•t<

Laboratories, another proof that Pmu·o d0:-i)!;11 :llld construction are nrnHT.

Automatic Volume Control The most <'ff!'ctin~ automatic volume control

<'ireuit !'Ver produced. Counteracts fading of distant stations and 1->ositi,·ely eliminates strong blasting of locals. Far-away stations tune in like locals, yet there is no blasting of volume with its resulting nerve shock when you change fron1 a weak station to a :strong one. PH11A-;o auton1ati<· \·olun1e control enables \·ou to listen to an.v progran1, local or Jistunt, \\:ith tht• san1e desirable and equal d~gree of enjoyment.

Shadow Tuning . .\ new and very helpful impro\·ement by

which you <':.tn tune auv station to the exuc-t degree for perfect t•)ne·. guided by a \'isibl(• shadow line ou scree!\ appearing in the bezel.

Automatic Tuning Silencer Eliminates sta tion noise while tuning :rnd

makes the powerful and sensitive PHILCO sets extremely quiet in operation.

Distance Switch ..\dapts the set to near or distant stations so

as to afford most perfect operation under all <'onclitions.

Illuminated Grille . .\ no,·el and exclusi,·e feature adding mu<·h

to the attractive appearance of the set. ..\uto­matieally lights when set is turned ou.

Tone Control The four-point tone control permits r<'ucul:t­

tion of the musical quality to the mo;t de;ir:d>il' point for the individual listener. DifferetH«'' ill the quality ui reception. as well as differe:u·l'."" in the human ear. make such regulation "'-;ential. -

Static .\lodifier :Static interference can be gr!'atly rnoclifiC'd

or reduced by changing the setting of till' t•HIL' control. Proo:rams which rould not bl' lw:ird throuuh ~tatie- on ~ets without a tutw <·outrlll. or with a lL:).~~ effectiYe one. eau alway~ lie l'll.ioyl-:.d Dll PHILCO radio.

Selectivity The powerful ele\·en-tuhe -'llperhl•tl'rtH_l~·nl'

eirC'uit offer~ tlH:) beH in =5elerti\·e. -'harp ru11in!.!. Eidlt tuned C' ircuit~ gi\·e t hi~ n1udel t hl-. ~ld­\·aii.tage of po~iti,·e Piill1inution ni ~tation inter­it>renrt:. enabling tlw oper~1tor to li:-0ten !IJ ~t de~ired :'tatiun "·ithuut interit">rpnr·t• fr1)n1 :lll:'' iltlwr :->tatiuu .. \t ~,·0n· 1H1i11t (111 r hv •lial ~ t :lti11t1 .... 1·:1!! lip ""l'Jl:H:lt('d with :lll t' • \U:d 1 [t-'~.!Tt'V t)( t•:t'.".'t'.

Volume The push-pull powPr output with !'t•tlf•"I"

tubes and the new Twin Elt·•·tro-d\·n~uni1· S1wakers delh·cr all the ,-olurne that «·a11 \ ,,. U:-if'd in a hon1e-and this without di~torri1111 .

Illuminated Station Dial The• l'tttr.co illurninatPd di:il j, ar ... urai.-k

<·:dihratf'd in channel ntttnhers 1 kiJo,·y1·l\ 0:-" wi r h

last l'iphPr oruitted ) to ~irnplit\· tnni11u.

Station Recordin~ Dial ~ tation Pall lettt.•r:-: <·:111 lit> markt>d with :1

}JPIWil Oil the f;.t("P of tht· 1li:tl l~:wli tilllt' :1 !II'\\

:-;tation i~ tlllll'd in .. \ftPr :t ft•\\. WPt•k:"' :t 1·•1111 -

pll~tP radio lo!! i:-" a\·ailal)lt· alway:-: in 1ilain ,·i1•\\

un the dial.

Glowing :\rrow Station Finder Another PHILt'O aid for tuninu. It i:-0 iri1 -

portant with all radio~ that the tui1in!!: j,p jl111w af'curatelv. :J.tH.l thi:-; Glowinu Arrq,,- :-'.1~11iq1 1 Finder, tised with the n1a11\· ~1tht•r fP:1r11r1·:' 11! PHII~Cu. pruvi<les the ~inq;lt.'~t yet tlit• It111:'t

accurate 1nethod uf radio tunin~ in u ~l· l tJtby

Economy of Opera ti on The new PHILCO Hi!!h-Efficiency Tubes :u1d

the Balanced Circuit design make• thi; 11,.,.J,.1 the most econon1ical in opefation, tu!Jt.' f1Jr 11d1t·. of any radio ever built.

9-T ube Model Features Outstanding .\Iusical Value

.-\ radio of out~tandin~ qu:ditit.•:-:. I'i·ri:" rit t­anl·e is offered in thi~ 1w1(_lt_• I :-:11d1 a:' :11·\-•·r before pos~ihle. yet the pri<:e of the ~11 i .... :1(· rtt;1il \ lower than that of but a\·erag:e e<JIUI>t•titi\·1· .-. ·1 _-_

Tone Tone ·which ha:o; ne,·er before hP1·u li1•:Lrd •1 r1

radio at ~ueh a low pri«E•. PH1r.1 ·1," ... -·· it· rii iri·· c·on .~truction afford:-; tonal reali:-!111 in \· • 0 1 tr !J, •!I; .·

enn1parnble to the ori~inal perforn1~ut·· · 1·.

Push-Pull Pentode Output ThL· powerful Penr11d1-. rulit ·"" - "fq · r :i · ir1 :.'.:

\\-ith a :"'\H't · iall~· 1_le~i!..;!H ·d :u1q,lili1·r , ·[r,· ri ir ·­:1fford :1 \·a .... t _...;ti,n• 11f IH1\\·1·r [qr thv r1·~1r • 11l : : ( ·· ; .. '.1 1Ji wu~i« \\·ith it~ 11ri!!i!Lal lw:tnty •if. l'>ttl'.

Twin Speakers . ..\n i11tl.,~r:d part ,, f dw t •Hw n·j·r 1 i. !:1•· 1 1"~'

:-:\·.'1Pn1 i"" rht• 1t 1·,,- T"·i11 L ll··· tr•1-1l\ -:1:tt1 11.­~!Jt':1kt>r~. ~i\·i11!.! \·;, ... !\~ - ~ ~q ·1·ri11r i•1!H ' :1n .• t 11t:: \ ­iruuru Ptfo·il•!w~·.

.·

• PHILCO • • • A Musical Instrument of Quality • te

Why PHILCO Is the Most Salable Line GAIN we say, "You will find in PmLco every worthwhile improvement —many of them exclusive." Never before has there been such

a line of radio, combining every feature known to improve the quality of reception, ease of handling and beautiful appearance. This widely varied line for 1932-33 may truth-

fully be said to have everything that is good and SALABLE. There is so much to be said in detail regarding each set that the full story fills a whole book. Such a book, entitled Philco Book of Fads, containing full and complete information for the layman and technician alike, has been written and should be given with a copy of the illustrated folder to every possible prospect. These will be supplied by your distributor at small cost.

11-Tube Model Features World's Finest Musical Instru ment The finest musical instrument ever built

because it is all instruments in one. The Pudeo X Models are the only radios to be scientifically designed for perfection of tone. They are modern radio's greatest achievement. Nothing in present-day radio could be added to these instruments which would improve performance sir convenience of operation.

Tone Tone as never before heard on any radio

regardless of price. It has started the whole country talking about this marvelous innova-tion. With the X Models, you are present in the broadcasting studios and concert halls of the entire country. All the brilliance, all the glamour, and the realism of the original tiers * formance are yours with this great, new, musical instrument.

A Musical Instru ment Supre me As a radio. the Models I5X and I5DX offer

the finest performance of any sets ever placed on the market. But they are not just tine radios—they are musical instruments created by modern science. The cabinet work is repre-sentative of a new type of beauty in itself, something which is consistent with the new quality of tone. PraLCO'S patented construc-tion unites the principles of acoustic perfection with the art of the craftsman in producing an exquisite sound reproducing system. The mas-sive sloping panel sound reflector directs the music upward to the ear and not along the floor. At the same time, the undesired sound from the back of the cabinet — that which intro-duces distortion in the ordinary radio— is di-rected down to the floor where it is absorbed. The sound-absorbing back further contributes to this process, with the result that only pure, undistorted music is heard at the front of the instrument.

Push-Pull Pentode Output The Pentode tubes and the powerful push-

pull circuit afford a vast store of undistorted power to operate the new PHILO) T will Electro-dynamic Speakers in. reproducing music with its original volume and tone.

Twin Speakers The new Twin Electro-dynamic Speakers

are all essential part sif the earefulle balanced reproducing system. New methods. and ideas in construction make it possible to build Speakers of unequalled etheienry and tom, (junta-it*.

On this page and the next page is given a brief summary of some of the more important features included in the various models. This is for handy reference, to enable you to see at a glance the extraordinary showing of improvements to be found in each one of the PHILCO models, placing each PmLco in a class by itself. Remember, every Mine° is a Balanced Super-

heterodyne. All PuiLco cabinets are beautiful in design, remarkably sturdy in construction, made of the finest and most expensive furniture woods selected from all over the world, and every cabinet is hand rubbed. The new PHILCO High-Efficiency Tubes are used in all models. Every PHILCO is approved by the Underwriters'

Laboratories, another proof that Pili wo design am I

construction are mum%

Auto matic Volu me Control

The most effective automatic volume control circuit ever produced. Counteracts fading of distant stations and positively eliminates strong blasting of locals. Far-away stations tune in like locals, yet there is no blasting of volume with its resulting nerve shock when you change front a weak station to a strong one. Patten automatic volume control enables you to listeit to any program. local or distant, with the same desirable and equal degree of enjoyment.

Shadow Tuning

A new and very helpful improvement by wItich you eon tune any station to the exact degree for perfect taste, guided by a visible slutdow line on screen appearing in the bezel.

Auto matic Tuning Silencer Eliminates station noise while tuning and

makes the powerful and sensitive PISILCO sets extremely quiet in operation.

Distance Switch Adapts the set to near or distant stations so

as to afford most perfect operation under all conditions.

Illu minated Grille A novel and exclusive feature adding mud,

to the attractive appearance of the set. Auto-matically lights when set is turned on.

Tone Control The four-point tone control permits regula-

tion of the musical quality to the most desirable point for the individual listener. Differences in the smality of reception, as well as differenees in the human ear, make such regulados, es-sential.

Static Modifier Static interference can be greatly modified

or reduced by changing the setting of the tone control. Programs which could not be heard through stark on sets without a tone renartel. or with a less effectWe one. tam always Ise enjoyed sat Pincer) radio.

Selectivity The powerful eleven-tube superhmenislyne

circuit offers the best in selective. 'harp tuninu. Eight tuned circuits give this model the ad-vantaue of positive elimination ef station inter-ferenre. enabling the operator ro lieten to a desired station without interference from any 'slierstation. At every point in the slid ,tatinliS

Pall be separated wills all 0, vial degree of enee.

Volu me The push-pull power outlast with Pentsisle

tubes and the new Twin Elemres-siyiltIntie Speakers deliver all the volume dial ean be used in a home—and this without distortion.

Illu minated Station Dial The Plebs'., illuminated ilial is areurately

ealibrated in channel numbers s kiloryeles ni, Is last cipher sonitterb to simplify tuning.

Station Recording Dial Station rail letters g.:01 hi marked wish a

pencil on the fare of the dial eael, time a new station is tuned in. After a few weeks a rum-plete radio log is available always in I•bils view on the dial.

Glowing Arrow Station Finder Another PHILCO aid is 'r tutting. It is ilia-

portant with all radios that the tunira In• slisos• accurately. and his Glowing Arrow Statism Finder, used Wit!, the many other features se Flute°. provides the sintplest yet the twist accurate method of radio culling ir, use s•”1“,y.

Econo my of Operation The new PHILCO High-Efficiency Tubes ate!

the Balanced Circuit design make this [nude! the most economical in operation, tube he titles of any radio ever built.

9-Tube Model Features Outstanding Musical Value

A radio of outstanding s nsa lisies, Perform-ance is offered in this model *ash as never before possible, yet the price of the al is asqualt lower than that of but average competitive set-.

Tone Tone which has never before Iseen is, 'tir' .its

radio at such a low prise. PHILre)'. -Mew id. ronstruetion affords tonal realism in your nne• ri nnparable to the seiginal perform:tare.

Push-Pull Pentode Output The powerful Pentode tubes — op.-nomu

with a sots:lolly designed amplifier eiresns - affssrd a vaet store or power fur r he reposborpsu of tousle with its original 1,elouy se tone.

Twin Speakers An integral pan uf the tune rem-alma pat

system is the t Twin Ehs“ Lute sneakets. airing t *ad superior and OM`, imuni effivitukey.

2

.- . ? .. . . . , ,, ..

• PHILCO • • Automatic Volume Control

A necessary feature of the modern fine radio. Counteracts fading of distant stations and strong blasting of locals. Far-away sta­tions tune in with the same ease as locals. yet there is no blasting of volume. with its resulting nen·e shock, when you change from a weak station to a powerful local. PHILCO Automatic Yolume Control enables you to listen to any program, local or distant, with an equal degree of enjoyment.

Tone Control Four-point tone control permits regulation

of the musical quality to the satisfaction of each listener. Differences in the quality of reception from various stations. as well as differences in the human ear, make regulation not only desirable but necessary.

Static Modifier Static interference can be modified or

reduced by changing the setting of the tone control. Programs which could not be heard on radios without such a control can always be enjoyed on PHILCO radio.

Shadow Tuning, A new and very helpful impro\·ement by

which you can tune any station to the exact degree for perfect tone, guided by a visible shadow line on screen appearing in the bezel.

Distance Reception The Superheterodyne Balanced-rnit circuit

is highly sensith·e. Many innovations in radio design are incorporated. enabling this model to out-perform other sets containing an equal or e,·en greater number of tubes.

Selectivity PHILco's superheterodyne circuit design

offers the finest in selecth·e sharp tuning, and permits reception of the desired station without interference from other stations. The carefully arranged input tuning circuit, together with the image rejector circuit. pre,·ents interference hetween stations O\'er the entire scale. It is µo"ible to separate ;;tations readily at all parts of the tuning scale instead of merely at one end of the 5cale. Se,·en tuned circuits are employed.

Volume The Pentode powt'T output tubes and the

Ill'\\- twin Electro-dynamic :'peakers deli,·er all tht• nilume that can be uoed in a home, and thi" without di,tortion.

Illuminated Dial Tlw PHILCO illuminated dial is accurateh·

,.,tJibrated in <'hannel numlwrs 1 kiloc~·cle:; with i:i.-t r·iplwr omitted I to o<implify tuning.

Station Recording, Dial :-'ration call lettPrs Pall he marked with a

pt•1wil nn the face of the dial t•aeh time a new :-0ration i~ tuned in. ...\.ftPr n fp\\. week~ n. f'Otn­Jdt•tt• radio log i:; ,n·ailahlt>. alwa~-, in plain ,-iew 1111 the· dial.

Glowing, .-\rrow Station Finder .\norher PHILL'O aid for runino:. It i:; im­

J>Prtant with :ill radio:; rhat rhe tuning be d1>11c• '1ccurat<:>h-. and rhi:; Glowino: .-\rrow :-'r:1tio11 Find<>r: u"·d with the many other iC',1tttres of PHILL'<>. pnn·ides the simple;t, yet t hl\ rno~t accurate. tnethod of radio tunin1! in ll't.' tnda~·.

Economy of Opera ti on The new PHILCO Histh-Efficlency Tubes and

tht• Balanct•d Circuit desi1m make this model tla.., rno~t econon1icnl in operation, tube inr tube. ui an~- radio C\·er built.

• A Musical Instrument of Ouality • 7-T ube Model Features

Quality at a Low Cost .-\ remarkable superheterodyne with the

characteristics of a radio selling at a much higher price. The next logical step in the Selling-Up plan. The lar~est selling radio in the world.

Tone The new PHILCO Speaker is used in this

model and is largely resp•msible for the tone quality. The four Pentode power tubes deliver the music to the Speaker without distortion and the Speaker faithfully reproduces it. Models ilH and 71D have Twin Speakers, affording complete register and clear. natural tone such as never before heard in any seven-tube set.

Tone Control There are differences in the quality of

reception from various broadcasting stations as well as in the human e:tr which make it necessary to have a tone control so that the reproduction of the program can be of that desired quality to satisfy each listener.

Static Modifier l: sually static or man-made interference is

at a certain fixed frequency at any one time and, therefore, it is possible to modify or decrease this interference in many cases by changing the setting of the tone control. This adjustment permits reception from stations that might otherwise be too noisy.

Distance Reception The Superheterodyne Balanced-Unit circuit

is highly sensith·e. Many inno,·ations in radio design are incorporated, enabling this model to out-perform other sets containing an equal or e\·en greater number of'tubes.

Selectivity The special PHILCO Superheterodyne circuit

conbined with PmLco';; image rejector circuit increases selectivity and pre,·ents interference between stations O\'er thP entire tuning scale. Seven tuned circuits constitute this selecth·e ttming arrangement. It is thus pos5ihle to separate stations evenly at all parts of the tuning scale inst<:>ad of just one end of it.

Volume The Pentode power •mtput and the n<:>w

PHILCO Speakers (two in ?1lodels ilH and 71Dl deliver all the volume tbat can be used in a home. The Speakers an· of large size. whic-h deli\·er great ,-olume. ·

Automatic Volume Control Counteracts fading of di;tant «tations and

hlasting of nearby ones. a11d more than doubles the number of stations you can ' get and enjoy.

Illuminated Station Dial The illuminated dial "' .rraduated in radin

d1annel numbers I kiloc~- ~le,; with b:;t l'iplwr <Jmitt<'d l to simplify tunil'I!.

Station Recordin~ Dial Each time a new ;ration i;; tuned in the•

statio11 call letters can b•· marked with a lead pencil right on the tuniw; dial. .-\fter a fe"· "·eeks time a complete log is in plain ;i!!ht on the dial itself.

Glowing, .-\rrow Station Finder .-\nother PHILCO aid 1or tunino:. It is im­

portant with all radios that the rul1ing be done '1ccuratel~-: the Glowin.r .-\.rrow :'ration Finder. used with the many otlwr ieature5 of PHILCO. provide> the :;implest ;·et most accurate method ,_,f rn.dio tunilll! in u~e tocby.

Economy The new PHILCO Hi!lh-Efficiency Tubes and

rhe Balanced Circuit de•i!!n make thi; model t he most Pconomical in 01•er:irion. rube ior tube. (1i any rn.dio e\·er built.

5-T ube Model Feature's

World's Greatest Radio Value

The same PHILCO Research Laboratories that designed the marvelous :\lodel 15X and the same production organization that built it also designed and built this new model in the PHILCO line. There is no possible way of spend­ing the price of a :\fodel 52 Baby Grand that will afford as much entertainment, pleasure and ,-alue.

Distance Reception

A new five-tube superheterodyne circuit, built up of balanced units and using PHILCO balanced tubes. provides distance reception, eYen in the daytime, better than many higher priced sets.

Selectivity

The design of the new superheterodyne circuit along with the new types of tubes used provides sufficient selectivity and prevents interference, permitting this radio to be used in the most crowded broadcasting locations.

Tone

The new PHILCO Speaker is U5ed in this model as well as in the more expensiYe models. and is largely responsible for the tone quality. The Pentode power tube delh·ers the music to the Speaker without distortion and the Speaker faithfully reproduces it. The most '1pparent constructional difference in the new PHILCO Speaker is in the cone. .-\ one-piece cone is used which eliminates seams. reduces the weight, and makes it unnece5sary to ha,·e a stiff ring of glue around the cone edge. The lighter weight means that the Speaker will be moved by or respond to a weak signal and. therefore, be more sensiti,·e, and ha,·e finer tone.

Volume

The Pentode power output and the new PHILCO Speaker make it po:;:;ible to •Jbtain great undistorted ,·olume.

Illuminated Station Dial

The illuminated dial is irradu,1ted in the radio channel numhers ;o that - the proper place to tune for any broadca~ting: :·H at ion i~ ea:-ily i1J11nd.

Economy The new PHILCO Hi~h-Efficiency Tubes and

the BalancNl Circuit de:;ign make rhi> modPi the most econon1ienl in opefariott. t nl w !or tuhf:'. of any radio e\'C'r built.

See Pages 20 and 21

for' the greatest go­

getting Kit of sales helps

ever devised. Will help

any PHILCO dealer to

sell more PHILCOS.

3

• PHILCO • • • A Musical Instrument of Quality •

Auto matic Volu me Control

A necessary feature of the modern fine radio. Counteracts fading of distant stations and strong blasting of locals. Far-away sta-tions tune in with the same ease as locals, yet there is no blasting of volume, with its resulting nen-e shock, when you change from a weak station to a powerful local. PutLco Automatic Volume Control enables you to listen to any program, local or distant, with an equal degree of enjoyment.

Tone Control

Four-point tone control permits regulation of the musical quality to the satisfaction of each listener. Differences in the quality of reception from various stations, as well as differences in the human ear, make regulation not only desirable but necessary.

Static Modifier

Static interference can be modified or reduced by changing the setting of the tone control. Programs which could not be heard on radios without such a control can always be enjoyed on Pitmco radio.

Shadow Tuning

A new and very helpful improvement by which you can tune any station to the exact degree for perfect tone, guided by a visible shadow fine on screen appearing in the bezel.

Distance Reception

The Superheterodyne Balanced-Unit circuit is highly sensitive. -Ninny innovations in radio design are incorporated, enabling this model to out-perform other sets containing an equal or even greater number of tubes.

Selectivity

PmLco's superheterodyne circuit design offers the finest in selective sharp tuning, and permits reception of the desired station without interference from other stations. The carefully arranged input tuning circuit, together with the image rejector circuit, prevents interference between stations over the entire scale. It is possible to separate stations readily at all parts id the tuning scale instead of merely at one end of the scale. Seven tuned circuits are employed.

Volu me

The Pentode power output tubes and the new twin Electro-dynamic Speakers deliver all the volume that can be used in a home, and

without distortion.

Illu minated Dial

The Pinkco illuminated dial is accurately calibrated in channel numbers t kilocycles with last si1 slier omitted to simplify tuning.

Station Recording Dial

:station tall letters ran Ise marked with a pencil on the face of the dial each time a new station is tuned in. After a few weeks a com-plete radio log is available. always in plain view 'tithe dial.

Glowing Arrow Station Finder

Another PinLco aid for tuning. It is im-¡mutant with all radios that the tuning be done accurately. and this Glowing Arrow Station Finder; used with the many other features of PHILUo. provides the simplest. yet the most accurate. method of radio tuning in use today.

Econo my of Operation

The new PHILCO Ol e-Efficiency Tubes and time Balanced Circuit design make this model the most economical in operation. tube for tube. of any radio ever built.

7-Tube Model Features

Quality at a Low Cost

A remarkable superheterodyne with the characteristics of a radio selling at a much higher price. The next logical step in the Selling-Up plan. The largest selling radio in the world.

Tone

The new Plin.co Speaker is used in this model and is largely responsible for the tone quality. The four Pentode power tubes deliver the music to the Speaker without distortion and the Speaker faithfully reproduces it. Models 7IH and 7ID have Twin Speakers, affording complete register and clear, natural tone such as never before heard in any seven-tube set.

Tone Control

There are differences in the quality of reception from various broadcasting stations as well as in the human ear which make it necessary to have a tone control so that the reproduction of the program can be of that desired quality to satisfy each listener.

Static Modifier

Usually static or man-made interference is at a certain fixed frequency at any one time and, therefore, it is possible to modify or decrease this interference in many eases by changing the setting of the tone control. This adjustment permits reception from stations that might otherwise be too noisy.

Distance Reception The Superheterodyne Balanced-Unit circuit

is highly sensitive. Many innovations in radio design are incorporated, enabling this model to out-perform other sets containing an equal or even greater number oUtubes.

Selectivity The special PuiLco Superheterodyne circuit

conbined with PreLco's image rejector circuit increases selectivity and prevents interference between stations over the entire tuning scale. Seven tuned circuits constitute this selective tuning arrangement. It is thus possible to separate stations evenly at all parts of the tuning scale instead of just one end of it.

Volu me The Pentode power output and the new

PHILCO Speakers (two in Models 71H and 71D) deliver all the volume that can be used in a home. The Speakers are of large size, which deliver great volume.

Auto matic Volu me Control Counteracts fading of distant stations and

blasting of nearby ones, and more than doubles the number of stations you can-get and enjoy.

Illu minated Station Dial The illuminated dial is graduated in radio

channel numbers 'kilocycles with last cipher omitted) to simplify tuning.

Station Recording Dial Each time a new station is tuned in the

station call letters can bc marked with a lead pencil right on the tuning dial. After a few weeks' time a complete log is in plain sight on the dial itself.

Glowing Arrow Station Finder Another PHILCO aid ior tuning. It is im-

portant with all radios that the tuning be done accurately: the Glowing Arrow Station Finder. ltied with the many other features of PHILCO. provides the simplest yet most accurate method of radio tuning in use today.

Econo my The new PHILCO High-Efficiency Tubes and

the Balanced Circuit design make- this model the most economical in operation. tube for tube. si any radio ever built.

5-Tube Model Features

World's Greatest Radio Value

The same PHILCO Research Laboratories that designed the marvelous Model 15X and the same production organization that built it also designed and built this new model in the Patton line. There is no possible way of spend-ing the price of a Model 52 Baby Grand that will afford as much entertainment, pleasure and value.

Distance Reception

A new five-tube superheterodyne circuit. built up of balanced units and using PHILCO balanced tubes, provides distance reception, even in the daytime, better than many higher priced sets.

Selectivity

The design of the new superheterodyne circuit along with the new types of tubes used provides sufficient selectivity and prevents interference. pertnitting this radio to be used in the most crowded broadcasting locations.

Tone

The new Pun-co Speaker is used in this model as well as in the more expensive models. and is largely responsible for the tone quality. The Pentode power tube delivers the music to the Speaker without distortion and the Speaker faithfully reproduces it. The most apparent constructional difference in the new Pinto) Speaker is in the cone. A one-piece cone is used which eliminates seams, reduces the weight, and makes it unnecessary to have a stiff ring of glue around the cone edge. The lighter weight means that the Speaker will be moved by or respond to a weak signal and, therefore, be more sensitive, and have finer tone.

Volu me

The Pentode power output and the new PHILCO Speaker make it possible to obtain great undistorted volume.

Illu minated Station Dial

The illuminated dial is graduated in the radio channel numbers so that the proper place to tune for any broadcasting station is easily found.

Econo my

The new PIIILCO M O-Efficiency Tubes and the Balanced Circuit design make this model the most economical in operation. mbe for rube. of any radio ever built.

See Pages 20 and 21

for the greatest go-

getting Kit of sales helps

ever devised. Will help

any PHILCO dealer to

sell more PHILCOS.

3

• PHILCO • • • A Musical Instrument of Ouality •

The World's Two Finest Model 15 DX (Patented)

With PHILCO Inclined Sounding Board Richness and elegance mark this as the unques­

tioned masterpiece of radio design. Done in a rare combination of American Walnut with highly-figured and inlaid Butt \Valnut, and panels of expressive Burl Myrtle. Instrument panel enclosed with Tam­bour sliding doors. Bow front and ornamental work are hand carved, and the entire cabinet hand rubbed. The Grille is illuminated, a novel and attracth-e feature. Forty-seven inches high, thirty inches wide. Twin Electro-dynamic Speakers, Shadow Tuning, Automatic Tuning Silencer, Automatic Volume Con­trol, 4-point Tone Control, Balanced Superhetero­dyne, Eleven Tubes, Six Pentodes, Push-pull Cir­cuit, Distance Switch, Illuminated Station Recording Dial, new PHILCO High-Efficiency Tubes. Every worthwhile improvement in radio is included. For purity of tone, abundant volume and luxurious ap­pearance, this set is not excelled anywhere at any price.

Retail price . *Cost to dealer .

Dealer's pro1it .

$250.00 150.00

$100.00

Model 15DX (Patented)

T Model 15 X (Patented)

With PHILCO Inclined Sounding Board

A magnificent radio-Twin Electro-dynamic Speakers, Shadow Tuning, 4-point Tone Control. Automatic Tuning Silencer, Automatic \'olume Con­trol. Illuminated Station Recording Dial. Push-pull Circuit , Balanced Superheterodyne. Elen•n ne\\"

·'-~~ ~="""---·-- -- PHILCO High-Efficiency Tubes. including :'ix Pen­

'.\lode! 15X (Patented)

4

todes. Illuminated Grille. ..\n unusually fine :'pPei­men of the cabinetmaker's art. in a rare combination of . .\merican Walnut and highly figured Butt \Yalnut. \Yith real Boxwood inlavs. all hand rubbed. Fort,·­t\YO and one-half inche's high. t\Yenty-sewn inche" 'Yicle. This exquisite model embodies ewr~· ,,·onh­''"hile radio impro,·ement. many of \Yhich are exclu­"h:e. There is no finer performing radio at an~­pnce.

Retail price *Cost to dealer

Dealer's profit

S150.00 90.00

$60.00 *Costs figured at standard 40 per cent discount.

·.

• PHILCO • • • A Musical Instrument of Quality • I.

The World's Two Finest Radios Model 15 DX (Patented)

With PHILCO Inclined Sounding Board Richness and elegance mark this as the unques-

tioned masterpiece of radio design. Done in a rare combination of American Walnut with highly-figured and inlaid Butt Walnut, and panels of expressive Burl Myrtle. Instrument panel enclosed with Tam-bour sliding doors. Bow front and ornamental work are hand carved, and the entire cabinet hand rubbed. The Grille is illuminated, a novel and attractive feature. Forty-seven inches high, thirty inches wide. Twin Electro-dynamic Speakers, Shadow Tuning, Automatic Tuning Silencer, Automatic Volume Con-trol, 4-point Tone Control, Balanced Superhetero-dyne, Eleven Tubes, Six Pentodes, Push-pull Cir-cuit, Distance Switch, Illuminated Station Recording Dial, new Pititco High-Efficiency Tubes. Every worthwhile improvement in radio is included. For purity of tone, abundant volume and luxurious ap-pearance, this set is not excelled anywhere at any price.

Retail price . . . . $ 2 5 0 . 0 *Cost to dealer . . . 1 5 0 . 0

Dealer's profit . . $100.00

Model I5DX (Patented)

•

Model 15 X (Patented) With PHILCO Inclined Sounding Board

A magnificent radio—Twin Electro-dynamic Speakers, Shadow Tuning, 4-point Tone Control. Automatic Tuning Silencer, Automatic Volume Con-trol. Illuminated Station Recording Dial. Push-pull Circuit, Balanced Superheterodyne. Eleven new Pinuo High-Efficiency Tubes. including Six Pen-todes. Illuminated Grille. An unusually fine speci-men of the cabinetmaker's art, in a rare combination of American Walnut and highly figured Butt Walnut. with real Boxwood inlays, all hand rubbed. Forty-two and one-half inches high, twenty-seven inches wide. This exquisite model embodies every worth-while radio improvement, many of which are exclu-sive. There is no finer performing radio at any price.

Retail price . . . . S 1 5 . 0

*Cost to dealer . . . 9 0 . 0

Dealer's profit . . $60.00

Model 15X (Patent ed)

4

*Costs figured at standard 40 per cent discount.

• PHILCO • • • A Musical Instrument of Ouality •

Unexcelled Ouality Reasonably Priced*

Model 91X (Patented)

Model 91 D, with Doors Cabinet of unusual beauty, with six legs, in

American Walnut. trimmed \Yi th figured Butt Wal­nut. forty-eight inc he,;: high. t\Yenty-six inches wide. all huncl rubbed. Twin Electro-dynamic Speakers. :'hado\\- Tuning. Tuning :'ilencer .. -\.utomatic Yolume Control. -!-point Tone Control. Balanced Superhet­erodyne. Illuminated :'tation Recording Dial. Push­pull Cirruit. :\ine ne''" Pm Leo High-Efficiency Tube,;:. Four Pentode-..

Retail price . Cost to dealer

Dealer's profit

S99.50 59.70

$39.80

·All prices slightly higher Denver and West

Model 91 X (Patented)

With PHILCO Inclined Sounding Board There is no radio at anywhere near the pnce

which approaches this set in beauty or in ,-olume and purity of tone. Its quality and ,-alue are ex­ceeded only by PHILCO :\Iodels 15X and 15DX. Twin Electro-dynamic Speakers, Shado"· Tuning. Tuning Silencer, Automatic Yolume ControL 4-point Tone Control, Nine Tubes, Four Pentodes, Balanced Superheterodyne, Push-pull Circuit, Illuminated Sta­tion Recording Dial, new PHILCO High-Efficiency Tubes. Beautiful Walnut cabinet forty and one-half inches high, Yaried with inlaid Butt ·walnut with Myrtle Burl o\·erlay in ,-ery pleasing design, hand rubbed. Eight-Tube Receiwr for Direct Current. $100. Eight-Tube Short 'Yaw Combination. 8100.

Retail price . Cost to dealer

Dealer's profit .

\lode! 91D

$100.00 60.00

. $40.00

5

• PHILCO • • • A Musical Instrument of Quality •

Unexcelled Quality Reasonably Priced*

Model 9IX (Patented)

Model 91 X (Patented) With PHILCO Inclined Sounding Board

There is no radio at anywhere near the price which approaches this set in beauty or in volume and purity of tone. Its quality and value are ex-ceeded only by PHILCO Models 15X and 15DX. Twin Electro-dynamic Speakers, Shadow Tuning. Tuning Silencer, Automatic Volume Control; 4-point Tone Control, Nine Tubes, Four Pentodes, Balanced Superheterodyne, Push-pull Circuit, Illuminated Sta-tion Recording Dial, new Pnaco High-Efficiency Tubes. Beautiful Walnut cabinet forty and one-half inches high, varied with inlaid Butt Walnut with Myrtle Burl overlay in very pleasing design, hand rubbed. Eight-Tube Receiver for Direct Current, $100. Eight-Tube Short Wave Combination. $100.

Retail price . . . . $ 1 0 0 . 0 0 Cost to dealer . . . . 6 0 . 0

Dealer's profit . . . $40.00

•

Model 91 D, with Doors

Cabinet of unusual beauty, with six legs, in American Walnut, trimmed with figured Butt Wal-nut. forty-eight inches high, twenty-six inches wide. all hand rubbed. Twin Electro-dynamic Speakers. Shadow Tuning. Tuning Silencer. Automatic Volume Control. 4-point Tone Control. Balanced Superhet-erodyne. Illuminated Station Recording Dial. Push-pull Circuit. Nine new Pinixo High-Efficiency Tubes. Four Pentodes.

Retail price S 9 9 . 5 0 Cost to dealer . . . 5 9 . 0

Dealer's profit . . . $39.80

'All prices slightly higher Denver and West Model 91D

5

• PHILCO • • • A Musical Instrument of Ouality • I,

The Only Radio Scientifically

Designed as a Musical Instrument

IN the development of the now celebrated PHILCO

X Models, the PHILCO laboratory has made a definite and valuable improvement in the repro­

duction of sound. This improwment is distinctly noted even by untrained ears. X ot only is the general quality of tone more natural, more perfectly like the original broadcast, but the high notes and the low notes are retained '"ith such completeness

SHALLOW IRREGULAR SPACE SACK--+..;.... OF SPEAKER -NO SOXY TONES

INCLINED SOUNDING SOARD . OF LARGE AREA AND GREAT WEIGHT INTEN­SIFIES ANO CLARIFIES LOW AND ME­DIUM TONES

that the full register of broadcast music is heard as newr before on any radio. Thi:' i:": \Yhy "·e i'ay .. Turn your back. close your eyes. >·ou cannot dis­tinguish between the voice of PHILCO and the original.··

~fany details of engmeenng ha ,-e been \rnrked out to contribute to the remarkable :'ound repro­duction of this model. and no one thing is the determining factor.

6

The following are among the principal and most visible points of advantage:

1. The PHILCO Inclined Sounding Board throws all sound up into the field of the listener. making all high notes heard for the first time. .-\. scientific fact.

2. Large area of Sounding Board insures full reproduction of low notes. .-\. scientific fact.

HIGH TONES WHICH TRAVEL IN STRAIGHT LINES GO UP TO YOUR EARS -NOT ALONG THE FLOOR

PATENTED. ­OTHER PATENTS PENDING

:3. Echo-. .\b:'orbing Screen at the back pre,·r·1 1i " echo and blur. the first radio to delh-er :..:<n111 d 01il _\· from front oi ;;:peaker. ..\ -.;cientific fact.

-!. Open Sounding Board. in:..:tead uf "' •U ll• l chamber.affords clear. unboxed tone .. -\ :..:<·ientifit fo ('t .

For the-.;e and many other definite rea~bn-.;. ,,·hir·h any scientii't trained in acnu:..:tic ,;; ,,·ill c-nnfirm . \H'

:'ay and empha-.;ize ... The on!~- radio :..: e ienrifir-all ~­

de:":igned as a mu-.;ical in-.; trument. ..

• PHILCO 0, • • A Musical Instrument of Quality • ;

The Only Radio ScientiFically Designed as a Musical Instrument

IN the development of the now celebrated PHILCO X Models, the PHILCO laboratory has made a definite and valuable improvement in the repro-

duction of sound. This improvement is distinctly noted even by untrained ears. Not only is the general quality of tone more natural, more perfectly like the original broadcast, but the high notes and the low notes are retained with such completeness

The following are among the principal and most visible points of advantage:

1. The PHILCO Inclined Sounding Board throws all sound up into the field of the listener, making all high notes heard for the first time. A scientific fact.

2. Large area of Sounding Board insures full reproduction of low notes. A scientific fact.

ECHO ABSORBING SCREEN

SHALLO W IRREGULAR SPACE BACK OF SPEAKER -NO BOXY TONES

IMPROVED TWIN SPEAKERS

INCLINED

SOUNDING BOARD OF LARGE AREA AND GREAT WEIGHT INTEN-SIFIES AND CLARIFIES LOW AND ME-DIUm TONES

HIGH TONES WHICH TRAVEL IN STRAIGHT LINES GO UP TO YOUR EARS - NOT ALONG THE FLOOR

PATENTED.-OTHER PATENTS PENDING

that the full register of broadcast music is heard as never before on any radio. This is why we Say -Turn your back, close your eyes. you cannot dis-tinguish between the voice of Pinixo and the original."

Many details of engineering have been worked out to contribute to the remarkable sound repro-duction of this model. and no one thing is the determining factor.

3. Echo-Absorbing Screen at the back prevents echo and blur, the first radio to deliver sound only from front of speaker. A scientific fact.

4. Open Sounding Board, instead of sotin chamber, affords clear. unboxed tone. A scientific fact.

For these and many other definite reastotis. which any scientist trained in acoustics will confirm. WC

say and emphasize. The only radio scientifically designed as a musical instrument."

6 •

• PHILCO • • • A Musical Instrument of Quality •

Styles to

Model 918

Model 91 L . .\ distinguished looking radio, with exceptionally

fine. performance. Twin Electro-dynamic Speakers, Shadow Tuning, Tuning Silencer, Automatic Volume Control. -!-point Tone Control, Balanced Superhet­erodyne. Illuminated Station Recording Dial. Push­pull Circuit . Xine new PHILCO High-Efficiency Tubes. Four Pentodes. Lowboy Cabinet in a rich combina­tion of fine woods : . .\merican ". alnut. Pin-stripe Walnut . and highly figured Butt \Yalnut and Oriental wood. with curYecl \Yalnut panels . all hand rubbed. Thirty-nine and one-half inches high. t\Yenty-fi,·e inches wide.

Retail price . Cost to dealer

Dealer's profit

889.50 53.70

$35.80

Suit Every Taste

Model 91 B Greatest of all small radios, actually performs

better than many large sets at much higher prices. Shadow Tuning, Tuning Silencer, Automatic Volume Control, 4-point Tone Control, Push-pull Circuit , Electro-dynamic Speaker, Illuminated Station Re­cording Dial, Balanced Superheterodyne, Xine new PHILCO High-Efficiency Tubes, including Four Pen­todes, etc. Cabinet in Black Walnut with instrument panel in highly-figured Oriental wood, hand rubbed.

Retail price . Cost to dealer

Dealer's profit

:\Iodel 91L

$68.50 4 1 . 1 0

$2 7 .40

7

• PHILCO • • • A Musical Instrument of Quality •

Beautiful Styles to Suit Every Taste

Model 91B

Model 91 B

Greatest of all small radios, actually performs better than many large sets at much higher prices. Shadow Tuning, Tuning Silencer, Automatic Volume Control, 4-point Tone Control, Push-pull Circuit, Electro-dynamic Speaker, Illuminated Station Re-cording Dial, Balanced Superheterodyne, Nine new Plinco High-Efficiency Tubes, including Four Pen-todes, etc. Cabinet in Black Walnut with instrument panel in highly-figured Oriental wood, hand rubbed.

Retail price $68.50 Cost to dealer 4 1 . 1 0

Dealer's profit . . . $27.40

•

•

Model 91 L A distinguished looking radio, with exceptionally

fine. performance. Twin Electro-dynamic Speakers, Shadow Tuning, Tuning Silencer, Automatic Volume Control. 4-point Tone Control, Balanced Superhet-erodyne. Illuminated Station Recording Dial. Push-pull Circuit, Nine new Plinco High-Efficiency Tubes, Four Pentodes. Lowboy Cabinet in a rich combina-tion of fine woods: American Walnut. Pin-stripe Walnut. and highly figured Butt Walnut and Oriental wood, with curved Walnut panels. all hand rubbed. Thirty-nine and one-half inches high. twenty-five inches wide.

Retail price S 8 9 . 5 0 Cost to dealer . . . 5 3 . 0

Dealer's profit . . . $35.80 Model 91L

7

• PHILCO • • • A Musical Instrument of Quality •

The World's Fastest Selling Radios­More Value for Less Money I

Model 71 B

SINCE their introduction, PHILCO Seven-Tube Models have been the fastest selling and most profitable volume line in radio. The new 1932-33 Baby Grand, with

Automatic Volume Control, Tone Control, etc., will again out-perform and outsell many other sets costing twice as much.

The Cabinet in rich American Walnut, with instrument panel in highly figured Oriental wood, hand rubbed. Electro­dynamic Speaker, Tone Control, . .\.utomatic Volume Control, Illuminated Station Dial with Glowing Arrow Indicator, Seven new PHILCO High-Efficiency Tubes, Four Pentodes, and many other improvements not usually found in a set of this size. Remarkable volume and tone.

Retail price · . . $ 4 6. 5 0 Cost to dealer 2 7 . 9 0 Dealer's profit . . $18.60 With seven tubes for Battery Opera ti on . . $ 5 9 . 5 0

Model 718

Model 71 L Nothing can stop the popularity of so fine an instrument as thi5

at so moderate a price. Lowboy cabinet in American Black ·walnut with instrument panel in beautiful Walnut, hand rubbed. Auto­matic Volume Control, Tone Control, Electro-dynamic Speaker. Illuminated Station Recording Dial, Balanced Superheterodyne,

Model 71 Lazyboy

Seven new PHILCO High­Efficiency Tubes, Four Pentodes. Height thirty­nine and one-half inches, \Yidth t\ventv-three and one-half inches.

Retail price. . . $59.50 Cost to dealer .. 35.70

Dealer's profit. $23.80 With 7 tubes for Battery Operation S69 .50

Model 71 Lazyboy . .\. distinctive radio in end-table cabinet designed by X orman

Bel Geddes. done in American \Yalnut and Oriental 'mod, hand rubbed. Controlled by one double knob at top-tune from your chair without getting up. Good for any room. par­ticularlv the den. sun room or libran-. The easiest and laziest :-et in the world to use. ·

Retail price . Cost to dealer Dealer's profit .

8

$69.50 41.70

. $27 .so ~Iodel ilL

I I I

• PHILCO • • • A Musical Instrument of Quality •

Model 71 Lazyboy

The World's Fastest Selling Radios More Value For Less Money! Model 71 B

SINCE their introduction, PHILCO Seven-Tube Models have been the fastest selling and most profitable volume line in radio. The new 1932-33 Baby Grand, with

Automatic Volume Control, Tone Control, etc., will again out-perform and outsellmany other sets costing twice asmuch. The Cabinet in rich American Walnut, with instrument

panel in highly figured Oriental wood, hand rubbed. Electro-dynamic Speaker, Tone Control, Automatic Volume Control, Illuminated Station Dial with Glowing Arrow Indicator, Seven new Piniaco High-Efficiency Tubes, Four Pentodes, and many other improvements not usually found in a set of this size. Remarkable volume and tone.

Retail price' $ 4 6 . 5 0 Cost to dealer . . . 2 7 . 9 0

Dealer's profit . . $ 1 8.60 With seven tubes for Battery Operation . . . $ 5 9 . 5 0

Model 71B

Model 71 L Nothing can stop the popularity of so fine an instrument as this

at so moderate a price. Lowboy cabinet in American Black Walnut with instrument panel in beautiful Walnut, hand rubbed. Auto-. matie Volume Control, Tone Control, Electro-dynamic Speaker_ Illuminated Station Recording Dial, Balanced Superheterodyne, Seven new PHILCO High-Efficiency Tubes, Four Pentodes. Height thirty-nine and one-half inches, width twenty-three and one-half inches.

Retail price. . . $59.50 Cost to dealer. . 35.70

Dealer's profit . $23.80 With 7 tubes for Battery Operation S69.50

Model 71 Lazyboy A distinctive radio in end-table cabinet designed by Norman

Bel Geddes, done in American Walnut and Oriental wood, hand rubbed. Controlled by one double knob at top —tune from your chair without getting up. Good for any room. par-ticularly the den, sun room or library. The easiest and laziest set in the world to use.

Retail price $69.50 Cost to dealer . . . 4 1 . 7 0

Dealer's profit . . $ 2 7 .8 0 Model 71L

8

• PHILCO • • • A Musical Instrument of Ouality •

PHILCO Again 11Scoops

11 the Market With these Two Sensational Furniture Models at Such Startling Prices I

Model 71H

T Model 71 D, With Doors

.-\. truly splendid six-leg Highboy, with doors. Done in the finest manner. American Walnut, Pin-stripe Walnut and figured Butt Walnut, with doors, all hand rubbed. Twin Electro-dynamic Speakers, . .\.utomatic Volume Control. Tone Control. Illuminated Station Recording Dial, Se,·en new PHILCO High-Efficiency Tubes, Four Pentodes. .-\. set fine enough for any surroundings. is easy to operate. and delivers surprising \·olume and clear. natural tone. L nheard-of Yalue for the customer who wants a fine radio in a large. six-legged cabinet with doors at a price. The greatest furniture ,-alue in radio.

Retail price . Cost to dealer

Dealer's profit .

$79.95 4 7. 9 7

. $31.98

With seven tubes for Battery Operation S 8 5 . 0 0

(Space for all batteries '"·ithin cabinet)

Model 71 H The cabinet is unusually beautiful in design, and

in its combination of finest furniture woods. High­boy, with six legs, in . .\.merican Black Walnut with pilaster panels in diagonal Oriental wood, and instru­ment panel in figured Butt Walnut, capped with a genuine Rosewood inlay. Twin Electro-dynamic Speakers, Automatic Volume Control, Tone Control, Illuminated Station Recording Dial, Balanced Super­heterodyne, Seven new PHILCO High-Efficiency Tubes, Four Pentodes. Height forty-two and one­half inches, width twenty-four and one-half inches. An absolute leader at this price!

Retail price . Cost to dealer

Dealer's profit .

'.\lode! 710

. $69.50 4 1. 7 0

. $27.80

9

• PHILCO • • • A Musical Instrument of Quality •

Model 7111

PHILCO Again"Scoops" the Market With these Two Sensational Furniture Models at Such Startling Prices I

Model 71 H The cabinet is unusually beautiful in design, and

in its combination of finest furniture woods. High-boy, with six legs, in American Black Walnut with pilaster panels in diagonal Oriental wood, and instru-ment panel in figured Butt Walnut, capped with a genuine Rosewood inlay. Twin Electro-dynamic Speakers, Automatic Volume Control, Tone Control, Illuminated Station Recording Dial, Balanced Super-heterodyne, Seven new PitiLco High-Efficiency Tubes, Four Pentodes. Height forty-two and one-half inches, width twenty-four and one-half inches. An absolute leader at this price!

Retail price $ 6 9 . 5 0 Cost to dealer 41 7 o

Dealer's profit . . . . $27.80

•

• Model 71 D, With Doors

A truly splendid six-leg Highboy, with doors. Done in the finest manner. American Walnut, Pin-stripe Walnut and figured Butt Walnut, with doors, all hand rubbed. Twin Electro-dynamic Speakers, Automatic Volume Control. Tone Control. Illuminated Station Recording Dial, Seven new Prime() High-Efficiency Tubes, Four Pentodes. A set fine enough for any surroundings. is easy to operate, and delivers surprising volume and clear. natural tone. Unheard-of value for the customer who wants a fine radio in a large, six-legged cabinet with doors at a price. The greatest furniture value in radio.

Retail price $ 7 9 . 9 5 Cost to dealer 47 97

Dealer's profit . • • $31.98

With seven tubes for Battery Operation S 8 5 . 0 0

(Space for all batteries within cabinet)

9

• PHILCO • • • A Musical Instrument of .Quality •

Size-But Very Efficient Small • In

Model 528

NEW-Extension Speaker For those who wish to extend their radio recep­

tion to more than one room from a single receiver this Dynamic Speaker is a fine accessory. Operates on the moving coil principle, giving clear and natural tone. Several of them may be attached to a single receiver. Cabinet in attractive combination of Walnut woods, hand rubbed, complete with twentv-foot extension cord. Additional twentv-foot cord ,;,ith terminals, $1.00. •

Retail price . . $ 1 5 . 0 0 Cost to dealer 9 . 0 0

Dealer's profit $6.00

Model 52 8 This little set is a marwl. It surprbes e\·eryone

with its full, clear tone and ample volume. It i,­superior in performance to sets costing far more. and is especially attractive as an extra set for an upstairs room. It is a Balanced Superheterodyne. Five Tubes with Pentode output, and Electro­dynamic Speaker. Beautiful cabinet in Black Walnut with instrument panel in highly figured Oriental wood, hand rubbed.

Retail price . Cost to dealer

Dealer's profit .

Extension Speaker

. $36.50 2 1 . 9 0

. $14.60

Most Homes Should Have More Than One PHILCO

10

\Vith a hundred million dollars' \YUrth of entertainment on the air. ;;uitecl to the ,-arying tastes and ,,·hims of e\·ery member of the family. mo;;t home;;: ;;:hould ha\·e more than one PHILCO. These two ,;;ets are often med as extra;; in the bO\·< room. the girls' room or the maid',- room. ·

Sugge,-t this to your customen•. ~fony li,·e dealer,;; are making ,-ale,- of t\n) PHILCOS. or at least one set and an exten,;;ion 'peaker. at one time to the ,-ame family. It i,;; particularly easy to ,-ell the second ':'et ju':'t at the time the first nne is paid for. \Yhile the habit of paying in,-tallments i,- "till fresh in mind.

Try for these extra ,;;ale,;; and extra profits!

• PHILCO • • • A Musical Instrument of Quality •

Model 5213

Small in Size But Very Efficient Model 52 B

This little set is a marvel. It surprises everyone with its full, clear tone and ample volume. It is superior in performance to sets costing far more. and is especially attractive as an extra set for an upstairs room. It is a Balanced Superheterodyne. Five Tubes with Pentode output, and Electro-dynamic Speaker. Beautiful cabinet in Black Walnut with instrument panel in highly figured Oriental wood, hand rubbed.

Retail price $36.50 Cost to dealer . . . 21 . 90

Dealer's profit . . $14.60

NEW—Extension Speaker For those who wish to extend their radio recep-

tion to more than one room from a single receiver this Dynamic Speaker is a fine accessory. Operates on the moving coil principle, giving clear and natural tone. Several of them may be attached to a single receiver. Cabinet in attractive combination of Walnut woods, hand rubbed, complete with twenty-foot extension cord. Additional twenty-foot cord with terminals, $1.00.

Retail price $ 15 .00 Cost to dealer . . . 9.00

Dealer's profit . . . $6.00 Extension Speaker

Most Homes Should Have More Than One PHILCO With a hundred million dollars' worth of entertainment on the air, suited to

the varying tastes and whims of every member of the family, most homes should have more than one Plinio. These two sets are often used as extras in the boys' room, the girls' room or the maid's room. Suggest this to your customers. Many live dealers are making sales of two

Pitacos. or at least one set and an extension speaker. at one time to the sanie family. It is particularly easy to sell the second set just at the time the first one is paid for, while the habit of paying installments is still fresh in mind. Try for these extra sales and extra profits!

10

• PHILCO • • • A Musical Instrument of Ouality •

Everybody Wins When a PHILCO Dealer Trades Up

ST . .\.RT at the top. It is easier to come down the ladder than to climb up. When you sell a PHILCO 15DX for $250 you make a profit of a

good, round $100. The splendid Model 15X gives you $60 profit

and is within the reach of many a customer of yours who might intend to buy a lower-priced radio but

Philco Display in Home Beautiful Exhibit, Rlverside, Calif. Fox Theatre

may be induced to buy this real top quality in;0;tru­ment if you do your stuff.

Trade up and keep on trading up. Every time you have a possible customer start

at the top and let him see what the world'5 finest is like and on what reasonable terms he may

"See it-Hear it-Buy it-Enjoy it."

Tune yourself in with the greatest merchandising campaign ever. The whole PHILCO program is geared to help you trade up. The marvelous Model 15X with a profit of $60 per sale for the dealer is being featured in all the PHILCO advertising, to help you trade up.

In addition to the larger profits, there are 5pecial bonuses for the sale of the finer PmLcos-the greatest inducements for you to make money in radio.

Line yourself up with this great campaign! Go after this bonus money! Gi\·e your wife a trip to Bermuda or a new wrist \Yatch. PHILCO is making the largest investment e,·er made in radio and it i" all yours to capitalize.

Everything is plus. Better ,.:eb. lO\\·er price,.:. larger profits and extra bonuses. Trade up and make some real money th is year.

• T •

Model 5 2 C Compact The most convenient radio yet designed. Goes

nn table. book shelf and many places \Yhere no other ,.:tyle of 5et \YOUld fit. Handy to carry from room to room. Excellent for 5tudent5. Balanced :'uperheterodyne, Five Tubes with Pentode output, Electro-dynamic Speaker. Illuminated Station Re­cording Dial. etc. Cabinet in . .\.merican Black \Yalnut \Yith \Yalnut in5trument panel, :3atimrnod inlay. hand rubbed. .-\n ideal extra 5et.

Retail price . Cost to dealer

Dealer's profit

S39.50 23.70

$15.80 :\lode! 52C Compact

1 1

• PHILCO • • • A Musicalinstrument of Quality •

Everybody Wins When a PHILCO Dealer Trades Up

START at the top. It is easier to come down the ladder than to climb up. When you sell a PHILCO 15DX for $250 you make a profit of a

good, round $100. The splendid Model 15X gives you $60 profit

and is within the reach of many a customer of yours who might intend to buy a lower-priced radio but

Philco Display in Home Beautiful Exhibit, Riverside, Calif. Fox Theatre

• •

Model 52C Compact The most convenient radio yet designed. Goes

on table, book shelf and many places where no other style of set would fit. Handy to carry from room to room. Excellent for students. Balanced Superheterodyne, Five Tubes with Pentode output, Electro-dynamic Speaker. Illuminated Station Re-cording Dial. etc. Cabinet in American Black Walnut with Walnut instrument panel, Satinwood inlay, hand rubbed. An ideal extra set.

Retail price S 3 9 . 5 0

Cost to dealer . . . 2 3 . 7 0

Dealer's profit . . . $ 1 5.80

•

may be induced to buy this real top quality instru-ment if you do your stuff. Trade up and keep on trading up. Every time you have a possible customer start

at the top and let him see what the world's finest is like and on what reasonable terms he may

See it—Hear it —Buy it —Enjoy it."

Tune yourself in with the greatest merchandising campaign ever. The whole Pnitco program is geared to help you trade up. The marvelous Model 15X with a profit of $60 per sale for the dealer is being featured in all the Puna) advertising, to help you trade up. In addition to the larger profits, there are special

bonuses for the sale of the finer Piincos —the greatest inducements for you to make money in radio. Line yourself up with this great campaign! Go

after this bonus money! Give your wife a trip to Bermuda or a new wrist watch. Pitnéco is making the largest investment ever made in radio and it is all yours to capitalize. Everything is plus. Better sets, lower prices.

larger profits and extra bonuses. Trade up and make some real money this year.

• •

Model 52C Compact

11

• PHILCO • • • A Musical Instrument of Ouality •

No Finer Radio-Phonographs Than These I

'4

Model 22L, Radio-Phonograph

..... Model 23 X

Radio-Phonograph With PHILCO Inclined Sounding Board

A man·elously beautiful set, giving the finest tone you ever heard from records. Very handsome cabinet in _-\.merican Black Walnut, richlv decorated with highly figured Butt Walnut, doors in perfectly matched Crotch Walnut of rare design, with grace­fully curved Butt Walnut panels, hand rubbed. Radio is Balanced Superheterodyne. T"·in Electro­dynamic Speakers. Shadow Tuning. Tuning Silencer. _-\.utomatic Volume Control. Illuminated Station Re­cording Dial. 4-point Tone Control. :Xine tle\Y PHILCO High-Efficiency Tubes. Four Pentodes, Push-pull Circuit -enry worthwhile impro\·ement. Phono­graph is all-electric. for both long and short playing records. _-\.utomatic Stop. Height forty-four and one-half inches. \Yidth t\wnt\·-se\·en and one-half inches. ·

Retail price . Cost to dealer .

Dealer's profit .

12

$195.00 . 117.00

$7 8.00

Can be used with both Long and Short Playing Records

Model 22L

Radio-Phonograph A beautiful combination instrument at a reason­

able price. Six-leg Highboy cabinet in .-\.rnerican Black Walnut and Oriental wood. hand rubbed. Balanced Superheterodyne, Twin Electro-dynamic Speakers, Tone Control, Automatic Volume Control, Illuminated Station Recording Dial, SeYen new PHILCO High-Efficiency Tubes, Four Pentodes. _-\.11-electric phonograph for long and short playing records. _-\.utomatic stop. Height forty-three inches , width twenty-five inches.

Retail price . Cost to dealer :

Dealer's profit .

$129.50 77.70

$51.80

)lode! 23X, Radio-Phonograph

• PHILCO • • • A Musical Instrument of Quality •

No Finer Radio-Phonographs Than These!

— Model 22L, Radio-Phonograph

Model 23X

Radio-Phonograph With PHILCO Inclined Sounding Board

A marvelously beautiful set, giving the finest tone you ever heard from records. Very handsome cabinet in American Black Walnut, richly decorated with highly figured Butt Walnut, doors in perfectly matched Crotch Walnut of rare design, with grace-fully curved Butt Walnut panels, hand rubbed. Radio is Balanced Superheterodyne. Twin Electro-dynamic Speakers. Shadow Tuning. Tuning Silencer. Automatic Volume Control. Illuminated Station Re-cording Dial, 4-point Tone Control. Nine new Punco High-Efficiency Tubes. Four Pentodes, Push-pull Circuit —every worthwhile improvement. Phono-graph is all-electric, for both long and short playing records. Automatic Stop. Height forty-four and one-half inches. width twenty-seven and one-half inches.

Retail price . . . . $ 1 9 5 . 0 0 Cost to dealer . . . . 1 1 7 . 0 0

Dealer's profit . . $ 7 8.00

Can be used with both Long and Short Playing Records

Model 22L

Radio-Phonograph A beautiful combination instrument at a reason-

able price. Six-leg Highboy cabinet in. American Black Walnut and Oriental wood.• hand rubbed. Balanced Superheterodyne, Twin Electro-dynamic Speakers, Tone Control, Automatic Volume Control, Illuminated Station Recording Dial, Seven new PHILCO High-Efficiency Tubes, Four Pentodes. All-electric phonograph for long and short playing records. Automatic stop. Height forty-three inches, width twenty-five inches.

Retail price . . . . $ 1 2 9 . 5 0 Cost to dealer : . . . 7 7 . 7 0

Dealer's profit . . $ 5 1. 8 0

Model 23X, Radio-Phonograph

12

• PHILCO • • • A Musical Instrument ol Ouality •

Most Satisfactory Short-Wave Combinations Ever Designed

Model 43B

Model 43 B A marvel for compactness and

efficiencv. Automatic Volume Con­trol, Balanced Superheterodyne, Electro-dynamic Speaker, 8 Tubes, 3 Pentodes. American Black Walnut with instrument panel in figured Oriental wood, hand rubbed.

Retail price . Cost to dealer Dealer's profit

Model 43 H

$59.50 35.70

$23.80

Highboy in American Black Walnut, pilaster panels in Oriental wood, instrument panel in figured Butt Walnut, genuine Rosewood inlay. Beauti­ful cabinet in the six-leg style, 42Yz inches high, 24Yz inches wide, hand rubbed. Twin Electro-dynamic Speakers, Automatic Volume Control, Tone Control, Illuminated Station Recording Dial, Balanced Superheterodyne, Eight new PHILCO High-Efficiency Tubes, Four Pentodes.

~lode! 43X

Retail price . $79 .50 Cost to dealer, 47.70 Dealer's profit $31.80

Model 43 X with PHILCO Inclined Sounding Board Model 43H

Without. question the most efficient and most beautiful short­wave combination ever offered. Has all the electrical merits of :\Ioele! 43H and the supreme tone qualities rendered only by the PmLco Inclined Sounding Board and accompanying details of design . Xe\·er before has short-wave reception been given such a combination of advantages. Cabinet 40Yz inches high, 26Yz inches wide, is beautiful American 'Yalnut with figured inlaid Butt 'Valnut and :\Iaple Burl owrlay.

Retail price . Cost to dealer Dealer's profit

$100.00 60.00

S40.00

PHILCO Short-Wave Converter For receiving of broadcasts

from Europe. South . .\.merica. police and amateur stations. this is the most satisfactot"Y Conwrter e:ver designed. At­taches to am· standard radio "·ithout alteration and is self­po\\·ered. Genuine :\Iahogany cabinet . hand rubbed.

Retail price . S39.50 Cost to dealer . 23.70 Dealer's profit S15.80 Short-Wave Converter

13

• PHILCO • • • A Musical Instrument of Quality •

Model 43B

Most Satisfactory Short-Wave Combinations Ever Designed

Model 43 B A marvel for compactness and

efficiency. Automatic Volume Con-trol, Balanced Superheterodyne, Electro-dynamic Speaker, 8 Tubes, 3 Pentodes. American Black Walnut with instrument panel in figured Oriental wood, hand rubbed.

Retail price . . $59.50 Cost to dealer . 35.70 Dealer's profit . $23.80

Model 43 H Highboy in American Black Walnut, pilaster panels in Oriental wood,

instrument panel in figured Butt Walnut, genuine Rosewood inlay. Beauti-ful cabinet in the six-leg style, 421A inches high, 2414 inches wide, hand rubbed. Twin Electro-dynamic Speakers, Automatic Volume Control, Tone Control, Illuminated Station Recording Dial, Balanced Superheterodyne, Eight new Pfutco High-Efficiency Tubes, Four Pentodes.

Retail price . $79.50 Cost to dealer, 47.70 Dealer's profit $31.80

Model 43 X with PHILCO Inclined Sounding Board

Without question the most efficient and most beautiful short-wave combination ever offered. Has all the electrical merits of Model 4311 and the supreme tone qualities rendered only by the Piin.co Inclined Sounding Board and accompanying details of design. Never before has short-wave reception been given such a combination of advantages. Cabinet 401a" inches high, 2614 inches wide, is beautiful American Walnut with figured inlaid Butt Walnut and Maple Burl overlay.

Model 43H

Retail price . . $100.00 Cost to dealer . 60.00 Dealer's profit $40.00

PHILCO Short-Wave Converter For receiving of broadcasts

from Europe, South America. police and amateur stations. this is the most satisfactory Converter c-ver designed. At-taches to any standard radio without alteration and is self-powered. Genuine Mahogany cabinet, hand rubbed. Retail price. . S39.30 Cost to dealer . 23.70 Dealer's profit . $15.80 Short-Wave Converter

13

• PHILCO • • • A Musical Instrument of Ouality •

Four Distinctive PHILCOS for Use Current

Model 47H

With Direct Model 4 7 H, for Direct Current

For locations where Direct Current is used, this splendid looking and wonderfully efficient set is available. Twin Electro­dynamic Speakers, Automatic Volume Control, Balanced ~uper­heterodyne, Tone Control, Illuminated Station. Recording Dial. Eight new PHILCO High-Efficiency Tubes, Four Pentodes. Cabinet forty-two and one-half inches high, twenty-four and one-half inches wide, in Black Walnut with pilaster panels in Oriental wood and instrument panel in figured Butt Walnut, capped with a genuine Rosewood inlay, all hand rubbed.

Retail price Cost to dealer . Dealer's profit

$79.50 47.70

$31.80

Model 4 7 D, for Direct Current Beautiful Six-leg Highboy, with doors, in American Walnut

trimmed with figured Butt Walnut, hand rubbed, forty-eight inches high, twenty-six inches wide. Has Twin Electro-dynamic Speakers, _-\.utomatic Volume Control and all improvements found in :.\Iodel 47H abo,·e. This is an exceedingly fine set.

Retail price Cost to dealer

$89.50 53.70

Dealer's profit . $35.80

Model 478 A. 1co11de1:ful and pv1ce1:ful recei1·er for Direct

Current in cabinet ,;imilnr to ~HB ,-ho\\·n on Page / . Eight tubes. \Yith man·elou,; tone due to ne\\. Pen­tode output, S59.50.

14

:\lode! 470

Model 47 X Direct Current PHILCO 1cith the i1icli11r:1/ ,,1111111/ ­

ing board. Cabinet ,;;imilar to :\Iodel \)1::\. "hmn1 <>ll

Page .). Eight tube,-. The mo,,:t man·el1 iu,.: DirP1·t Current ,;;et ewr de,;;ignecl. SlOO.

• PHILCO • • • A Musical Instrument of Quality •

Four

Model 4711

Distinctive PHILCOS for Use With Direct Current

Model 47 H, For Direct Current

For locations where Direct Current is used, this splendid looking and wonderfully efficient set is available. Twin Electro-dynamic Speakers, Automatic Volume Control, Balanced Super-heterodyne, Tone Control, Illuminated Station Recording Dial, Eight new Putixo High-Efficiency Tubes, Four Pentodes. Cabinet forty-two and one-half inches high, twenty-four and one-half inches wide, in Black Walnut with pilaster panels in Oriental wood and instrument panel in figured Butt Walnut, capped with a genuine Rosewood inlay, all hand rubbed.

Retail price . $79.50 Cost to dealer . 47.70

Dealer's profit $31.80

Model 47 D, For Direct Current Beautiful Six-leg Highboy, with doors, in American Walnut

trimmed with figured Butt Walnut, hand rubbed, forty-eight inches high, twenty-six inches wide. Has Twin Electro-dynamic Speakers, Automatic Volume Control and all improvements found in Model 4111 above. This is an exceedingly fine set.

Retail price $ 8 9 . 5 0

Cost to dealer . . . 5 3 . 7 0

Dealer's profit . . . 835.80

•

Model 47B A wonderful .and powerful receiver for Direct

Current in cabinet similar to 91B shown on Page 7. Eight tubes, with marvelous tone due to new Pen-tode output, $59.50.

Model 47D

Model 47X Direct Current PHILCO with the inclined &iogl-

ing board. Cabinet similar to Model DIX shown m Page 5. Eight tubes. The most marvelous Direet Current set ever designed. S100.

14

• PHILCO • • • A Musical Instrument of Ouality •

Three Famous Model A Clock and Radio Regulator

A fine, synchronous motor movement, suited to 60-cycle . .\..C. current and giving perfect time. :\lay be connected with any standard radio receiver and set t? turn radio "on" and " off" at any time, day or mght. Affords an agreeable substitute for the alarm clock, awakening you with music instead of a jarring alarm. Beautiful :\lahogany Cabinet, hand rubbed.

Retail price Cost to dealer .

Dealer's profit .

Colonial Clock Faithful reproduc­

tion of famous Eli Tern· Clock. ..\.l l­elect1~ic ::;vnchronous motor. a perfect time­piece. Genuine :\fa­hogany cabinet. \Yith BinL•-eye :\faple in­strument panel, hand rubbed. Five-tube Balanced ~uperheter­od n1e. Electro-ch·­narnic ~peaker. ·.-\ mo:o:t attracti\·e ,;;et for the mantel. book­

. $15.00 9. 0 0

$6.00

ca:o:e. ;;helf. and for profe""ional and bu,;;ine,;;,;; office,-:.

Retail price . Cost to dealer Dealer's profit .

S60.00 36.00

. $24.00

Clocks PHILCO Grandfather Clock

. .\.uthentic reproduction of fine old (;randfather Clo~k. ,-:ix feet tall. in genuine brO\rn :\fahogany cabmet. hand rubbed. ..\.ll-electric. "n1ehronous motor. perfect time-keeper. \Yith large.· dear face . Balanced Superheterodyne Radio . :'enn Tube:::. Four Pentodes. Electro-dynamic Speaker. _.\ beauti­ful :-:et. giving double ::;en·ice.

Retail price . Cost to dealer Dealer's profit .

S89.50 53.70

. $35.80 15

• PHILCO • • • A Musical Instrument of Quality •

Three Famous PHILCO Clocks Model A Clock and Radio Regulator

A fine, synchronous motor movement, suited to 60-cycle A.C. current and giving perfect time. May be connected with any standard radio receiver and set to turn radio "on" and "off" at any time, day or night. Affords an agreeable substitute for the alarm clock, awakening you with music instead of a jarring alarm. Beautiful Mahogany Cabinet, hand rubbed.

Retail price $ 1 5 . 0 0 Cost to dealer • • • • 9.00

Dealer's profit . . ▪ $6.00

Colonial Clock Faithful reproduc-

tion of famous Eli Terry Clock. All-elect rie synchronous motor, a perfect time-piece. Genuine Ma-hogany cabinet, with Bird's-eye Maple in-strument panel, hand rubbed. Five-tube Balanced Superheter-odyne. Electro-dy-namic Speaker. A most attractive set for the mantel, book-case. shelf, and for professional and business offices.

Retail price Cost to dealer . .

Dealer's profit .

S 6 0 . 0 . . 3 6 . 0

. . $24.00

PHILCO Grandfather Clock

Authentic reproduction of fine old Grandfather Clock, six feet tall, in genuine brown Mahogany cabinet, hand rubbed. All-electric. synchronous motor, perfect time-keeper. with large. clear face. Balanced Superheterodyne Radio. Seven Tubes. Four Pentodes. Electro-dynamic Speaker. A beauti-ful set, giving double service.

Retail price S89.50 Cost to dealer . .

Dealer's profit . . . 5 3 . 0

$35.80

15

• PHILCO • • • A Musical Instrument of Quality •

TRANSITONE the Only Perfected and Universally Approved Radio for Motor Cars and Boats

THE year 1932 will re,·eal few, if any, cases of com­mercial progress as great

and impressive as the devel­opment of Transitone.

Ride to music! That is the slogan for radio dealers this year. Already the man­ufacturers of motor cars have taken it up and most of the new cars are being deliYered \Vith aerials already installed. Here are some of them: Chrysler, De Soto, Dodge, Essex, Hudson, Nash, Pierce Arrow, Plymouth, Reo, Rockne and Studebaker. We say, "some of them" because others are being added constantly, and before this book is printed there will be additions.

Everyone who has ridden in a car equipped with a PHILCO Transitone and heard the marvelous tone of this wonderful, compact instrument "·ants one in his own car. Transitone is the most contagious thing in motoring since the introduction of the automobile itself.

Right here is an almost unbelie,·able field for your

~elson .\uto Electric Service Co .. Oak Park. Ill.

16

sales efforts-of'the twenty­six million cars no\Y operating in this country only a f e\\· hundred thousand are no\Y equipped. The remaining enormous market is your=-. Go after it!

Here is one item ,,·hich sells with phenomenal ;;uc­cess by demonstration. You do not even ha,·e to be a cle,·er salesman. PHILCO Transitone speaks for it;;elf. Equip your own car ,,·ith one and take your pro:"pec­

tive customer for e\·en a ,·ery :"hort ride and the sale is made.

Transitone business is PLl"S business. People dn not buy a Transitone instead of a home radio. but in addition to a home radio. Its fascination is not for any class or any age of people. but for enrybody. Being unbelie,·ably compact, Transitone can be put into any car. large or small. .-\nd. because it i,.; no\,. being produced in large quantitie,;; at a ,;;urpri,;;ingly low price, it is "·ithin the reach of e\·erybody.

AXD-go after the half-million o\\·ner,.; of motnr boats.

PHILCO Tran,.;itone i,- de;;ignecl in the great PHru '>

laboratory. manufactured in the PHILCO pbnt and goes out to the "·aiting world "·ith the "ame \1·pll­

e;;tablished reputation for high qualit~· that aC"C-lltll­

panies e\·ery PHILCO Radio. For the greate,;;t extra busine;;;.; you could po,.,;ibly

enjoy and a lot of extra profit - ;.;ell Pm Leo Tran;;it1me.

PHILCO Transitone, new and greatly improved, sells at the remarkably low price of $49.95, including tubes. Cost of installation varies with different cars.

,,

• PHILCO • • • A Musical Instrument of Quality •

TRANSITONE the Only Perfected and Universally Approved Radio for Motor Cars and Boats

THE year 1932 will reveal few. if any, cases of com-mercial progress as great

and impressive as the devel-opment of Transitone.

Ride to music! That is the slogan for radio dealers this year. Already the man-ufacturers of motor cars have taken it up and most of the new cars are being delivered with aerials already installed. Here are some of them: Chrysler, De Soto, Dodge, Essex, Hudson, Nash, Pierce Arrow, Plymouth, Reo, Rockne and Studebaker. We say. "some of them" because others are being added constantly, and before this book is printed there will be additions.

Everyone who has ridden in a car equipped with a PHILCO Transitone and heard the marvelous tone of this wonderful, compact instrument wants one in his own car. Transitone is the most contagious thing in motoring since the introduction of the automobile itself.

Right here is an almost unbelievable field for your

sales efforts—of the twenty-six million cars now operating in this country only a few hundred thousand are now equipped. The remaining enormous market is yours. Go after it!

Here is one item which sells with phenomenal suc-cess by demonstration. You do not even have to be a clever salesman. PitiLco Transitone speaks for itself. Equip your own car with one and take your prospec-

tive customer for even a very short ride and the sale is made.

Transitone business is PLUS business. People do not buy a Transitone instead of a home radio, but in addition to a home radio. Its fascination is not for any class or any age of people. but for everybody. Being unbelievably compact, Transitone can be put into any car. large or small. And, because it is now being produced in large quantities at a surprisingly low price, it is within the reach of everybody.

AND —go after the half-million owners of motor boats.

PHILCO Transitone is designed in the great P H laboratory. manufactured in the Pumco plant and goes out to the waiting world with the same %veil-established reputation for high quality that accom-panies every Pmcco Radio.

For the greatest extra business you could possibly enjoy and a lot of extra profit —sell PHILCO Transitone.

PHILCO Transitone, new and greatly improved, sells at the remarkably low price of $49.95, including tubes. Cost of installation varies with different cars.

Nelson Auto Electric Service Co.. Oak Park, Ill.

16

• • PHILCO • • • A Musical Instrument of Quality •

Every Radio Owner is for Tubes

a Customer

THIXK of tubes! Think of PHILCO Tubes - the highest quality tubes ever made! Tubes are as necessary in the operation of radio as tires

are to automobiles. Their quality has infinitely more to do with the efficient operation of radio.

E\·ery PHILCO is equipped at the factory with tubes designed by PHILCO to fit PHILCO circuits, affording a harmony of operation not otherwise possible.

PHILCO long ago established the practice of ship­ping radio sets from the factory complete with tubes in position. PHILCO Tubes were the first tubes sturdy enough to withstand such shipment.

ity of stagnant stock. \Vhenever a customer come-.; into your store, and whene\·er you contact a customer by mail, telephone or otherwise, always remember to bring up the question of tubes. Ask if all sets are operating properly. ..\sk if tubes are in proper con­dition. If any trouble with any set is mentioned, request that tubes be brought in for testing.

You can pick up a very substantial plus business by keeping tubes constantly in your own mind and putting them in the minds of your customers. Possi­bly half your customers need one or more new tubes

right now but do not know it and will not buy new tubes until the set "goes bad" en-

PHILCO Tubes, like every other PHILCO product, are made under the most perfect system of stock and produc­tion control known to modern industry. Accordingly, there has never been a market flood­ed with obsolete, rejected, im­perfect or o\·er-produced PHIL­eo Tubes. It is the aim of PHILCO to have live, acth·e dealers and support them heartily in a policy of quick turnover and generous profit. and a\·oid the common calam-

GOOD NEWS FOR PHILCO DEALERS

tirely -or until you mention tubes.

Speaking of extra profits, the case of fifty assorted PHILCO Tubes will yield you as much profit as a medium-sized radio. And it is plus profit, o,·er and above the sales of radio sets.

The new PHILCO High-Efficiency Tubes are more compact, more efficient and consume less current than any A.C. tubes ever before used.

PHILCO replacement tubes im­prove the performance of any set.

• • •

PHILco's liberal discounts on tubes make them a fine profitable line, and the high quality of PHILCO Tube,o; al­wavs makes friencl,o;.

"Keep pushing PH I LCO Tubes.

PHILCO Dry Cell Batteries Make Plus Dealers Profits for

0 0 not O\·er!ook the \\'ide areas \Yhere homes are not \\'ired. Battery-operated =-ets are gro\Ying in popular demand as people e\·ery\Yhere be­

f'ome more dependent upon radio. ..\utomobile radio ,.;ets are fairly leaping in­to fonir. and all require batterie,;;.

PHILco dealers ha,·e a natural trade fnr batterie,­and ,-!10uld ,.;e1Te this trade \\'ith the \\·nrlc[',- \)p,;;t -PHIL< o Dn· Cell Batteries. l" ndPr the lllO:'t :"e\·ere te,.;t-.: in the labor:ltnn· :rnd in actual ,.;en·ice t he,-·e

new type batteries sho"· greater and more uniform power and longer life. They are in ewry -.:en,.;e of the "·orcl a PHILCO quality product.

Thb i,- plus bu,-ine,.;,; for PHILCO dealers - "·ith extra profit-.: . If you ha n" not featured and di:.;;pla>·ed PHILCO batterie,;; >·ou are o\·erlooking an important opportunity. The more you ,;:pecialize in PHILCO product;;: the more >·ou are putting your ':'tore in tune with the mo':'t ,-ucce,-,-fu! merchandi:-ing program kno,,·n in radio inclu,o;try.

17

• PHILCO • • • A Musical Instrument of Quality •

Every Radio Owner is a Customer For Tubes

THINK of tubes! Think of Piffle() Tubes —the highest quality tubes ever made! Tubes are as necessary in the operation of radio as tires

are to automobiles. Their quality has infinitely more to do with the efficient operation of radio. Every Pitaco is equipped at the factory with

tubes designed by Pint.co to fit Puma> circuits, affording a harmony of operation not otherwise possible. Pitaco long ago established the practice of ship-

ping radio sets from the factory complete with tubes in position. PHILCO Tubes were the first tubes sturdy enough to withstand such shipment. Piutco Tubes, like every

other Princo product, are made under the most perfect system of stock and produc-tion control known to modern industry. Accordingly, there has never been a market flood-ed with obsolete, rejected, im-perfect or over-produced Pint-co Tubes.- It is the aim of Pnaco to have live, active dealers and support them heartily in a policy of quick turnover and generous profit, and avoid the common calam-

ity of stagnant stock. Whenever a customer comes into your store, and whenever you contact a customer by mail, telephone or otherwise, always remember to bring up the question of tubes. Ask if all sets are operating properly. Ask if tubes are in proper con-dition. If any trouble with any set is mentioned, request that tubes be brought in for testing. You can pick up a very substantial plus business

by keeping tubes constantly in your own mind and putting them in the minds of your customers. Possi-bly half your customers need one or more new tubes

right now but do not know it and will not buy new tubes until the set "goes bad" en-tirely —or until you mention tubes. Speaking of extra profits,

the case of fifty assorted PitiLco Tubes will yield you as much profit as a medium-sized radio. And it is plus profit, over and above the sales of radio sets. Punco's liberal discounts

on tubes make them a fine profitable line, and the high quality of PHILCO Tubes al-ways makes friends. Keep pushing PHILCO

Tubes.

GOOD NEWS FOR PHILCO DEALERS The new PIAILCO High-Efficiency

Tubes are more compact, more efficient and consume less current than any A.C. tubes ever before used.

PHILCO replacement tubes im-prove the performance of any set.

• Y •

PHILCO Dry Cell Batteries Make Plus ProFits For Dealers

D0 not overlook the wide areas where homes are not wired. Battery-operated sets are growing in popular demand as people everywhere be-

come more dependent upon radio. Automobile radio sets are fairly leaping in-to favor, and all require batteries. Pinwo dealers have a

natural trade for batteries and should serve this trade with the worlds best — Puny.° Dry Cell Batteries. Under the most severe tests in the laboratory and in actual service these

new type batteries show greater and more uniform power and longer life. They are in every sense of the word a Prime() quality product.

This is plus business for PHILCO dealers —with extra profits. If you have not featured and displayed PHILco batteries you are overlooking an important opportunity. The more you specialize in Pnaco products the more you are putting your store in tune with the most successful merchandising program known in radio industry.

17

• PHILCO • • • A Musical Instrument of Quality •

More Advertising Than Five Nearest Competitors Combined I

Ancl Still Bigger This Year

PHILCO believes in telling the world. So, the PHILCO dealer, besides having the finest radios to sell, AND the most com­plete line, AND the fairest prices, AND no dumping of obsolete

models, AND every ·worthwhile improvement in radio, also has the benefit of the largest and most powerful advertising cam­paign ever put behind any radio.

This year it is bigger than ever. Thirty million homes each month are receiving fine, attractive sales-producing messages about PHILCO. This advertising appears in the leading mag­azines, those which you yourself probably read and which are read by people with means to buy good radio sets.

This is YOUR advertising. It goes to the people in your city, right in your neighborhood. Its power and sales-making in­fluence are intended for the local PHILCO dealer just as truly as if his name '"ere in every advertisement.

To get the full advantage of this greatest of all advertising campaigns YIAKE it yours. Talk about it. Put the ads in your '"indo\Y and on your 'vindO\Y. Display them in your store. Htl\"e your salesmen sho'v them and talk about them \Yith customers. vYrite letters to your good prospects, drawing atten­tion to the ach·ertising. Call them on the phone. cse any and all methods \Yhich your ingenuity can invent to let your entire community kno\Y that your store is local headquarters for the \Yonclerful PmLcos "·hich are being nch·ertised.

PHILCO expects shortly to

announce the greatest broad­

casting program oF all time For

radio dealers. Watch the

PHILCO NEWS-the mag3-

zines-the newspapers-for

this announcement.

18

( 'oncentrnte on the :":ale of PmLcos in vour store. You "·iii sell more n1clio:". make more profit and ha ,-e better satisfied customers. according to the cle­oTee in \\"hich \"OU ~ . make the great PHILCO ach·erti:"Oing and the PHILC1> quality line yom chief busine:':'.

t

•'

P.

• PHILCO • • • A Musical Instrument of Quality •

More Advertising Than Five Nearest Competitors Combined!

And Still Bigger This Year

pHILCO believes in telling the world. So, the Pifaco dealer, besides having the finest radios to sell, AND the most com-plete line, AND the fairest prices, AND no dumping of obsolete

models, AND every worthwhile improvement in radio, also has the benefit of the largest and most powerful advertising cam-paign ever put behind any radio.

This year it is bigger than ever. Thirty million homes each month are receiving fine, attractive sales-producing messages about PHILCO. This advertising appears in the leading mag-azines, those which you yourself probably read and which are read by people with means to buy good radio sets.

This is YOUR advertising. It goes to the people in your city, right in your neighborhood. Its power and sales-making in-fluence are intended for the local Pnaco dealer just as truly as if his name were in every advertisement.

To get the full advantage of this greatest of all advertising campaigns MAKE it yours. Talk about it. Put the ads in your window and on your window. Display them in your store. Have your salesmen show them and talk about them with customers. Write letters to your good prospects, drawing atten-tion to the advertising. Call them on the phone. Use any and all methods which your ingenuity can invent to let your entire community know that your store is local headquarters for the wonderful PHILcos which are being advertised.

PHILCO expects shortly to announce the greatest broad-casting program oF all time for radio dealers. Watch the PHILCO NEWS—the maga-zines—the newspapers—For this announcement.

18

Concentrate on the sale of Pnacos in your store. You will sell more radios, make more profit and have better satisfied customers. according to the de-gree in which you make the great Prima) advertising and the PHILco quality line your chief business.

I

• PHILCO • • • A Musical Instrument of Ouality •

G·reatest Radio's

Newspaper Campaign (( ((

PHILCO dealers have far more and better tl<'\\":'i­

paper advertising than any other radio dealers, because they enjoy the most practical, co-oper­

ative plan e\·er developed for the promotion of any merchandise.

Newspaper advertising forms a ,·ital part of the PHILCO merchandising program. In this, as in mag­azines, hroadrasting and other forms of advertiHing, PHILCO i;; so far ahead of the field that tlwre is searcely a chance for comparison. Every step in the PHILCO program is important. ~Io:-;t important of all is the fact that, in its completeness, the PHILCO

program spells outstanding leadership.

.-\n important part of this program is the ap­pointment of a l1wal a(h·ertising ag;<>ncy to :o;en·p you. To help you spend wisely. To save wisf'ly. To look after details. To cut corners. To save time. Use the services of your local advertising agency and thereby tie-in your local advertising with the great force of PHILCO'::; tremendous national alfrertising.

This plan is not theory. It works. We know l'rom actual records from thousands of dealers all m·pr the country that one of the most important fpatmes in the outstanding succe:o;s of PHILCO :-:alrs is the co-operation between the local and national advertising plans.

By this plan you ha\·e the hC':-:t retail Popy writtrn by experienced radio advertising; men locat rd ri1d1 t in your own territory, who kno,,· till' retail nwr­chandising problems in your community. You ar<' enabled to have certain types of ad\·ertising which would otherwise be impossible for you. You arc !'elieved of handling much detail. You keep yom advertising investment in proportion to yom salf's. You get a fair deal whetlll'r a large dPal<>r or small, and your advertising; in vestment is al ways on a sound basis.

You are part of the greatest and mo:-;t :-;m·c·p:-::-;1'111 merchandising campaign ever put behind any radio . For several years there has been far more newsp:qwr a<h-ertising for PHILCO than for any other radii 1.

The very great domillatH'<' of Phileo :ulYPrt j,..i11:.?; helps to make business for your store.

. .\.nd remember, because of this great co-onli­nated program you get more ath·prtising, hettt•r ath·ertising and at much less cost than you co11ld possibly ha\·e by any other means.

:\Iake your store the best known 111 town. ( '011-

centrate on PHILCO.

Make your store PHILCO headq11arlcr8.

\lore :\ewspapers carried more Philco Dealer .-\dvenising last year than any other Radio advertising­l'se your local :\ewspaper-it will bring you sales.

19

• PHILCO • • • A Musical Instrument of Quality •

Radio's Greatest

Newspaper Campaign

pHII,C0 dealers have far more and better news-paper advertising than any other radio dealers, because they enjoy the most practical, co-oper-

ative plan ever developed for the promotion of any merchandise.

Newspaper advertising forms a vital part of the nine° merchandising program. In this, as in mag-azines, broadcasting and other forms of advertising, PuiLeo is so far ahead of the field that there is scarcely a chance for comparison. Every step in the PHILCO program is important. Most important of all is the fact that, in its completeness, the Putwo program spells outstanding leadership.

An important part of this program is the ap-pointment of a local advertising agency to serve YOU. To help you spend wisely. To save wisely. TO look after details. To eut corners. To save time. Use the services of your local advertising agency and thereby tie-in your local advertising with the great force of Pliaco's tremendous national advertising.

This plan is not theory. It works. We know front actual records from thousands of dealers all over the country that one of the most important features in the outstanding success of PHILC0 sales is the co-operation between the local and national advertising plans.

...r>...,.„...11--.._ “ ,... 2y, r ",-...

,' .1 -• , ';

/1.7 e. • z -.. c.; lt cb. 7.-• .9. ',.-?? , _ , ..., .c.„.t..,•..›, .:,. „. e.

iff see ,: i,;,..s.: .,...,_-,--,,c,, ,c.)--.74,.,:z,.;.4.-, .:7:r ee-t .„.zi ..... Ai! :. .7, .i.. 4,-, , . ,, h.c.. 4. -.., •• --7 ce •,..., ,.-.. , ,

eje? 48. ‘• e.-,-. A zr cr., o - ....., _, ie 04_4 ,...e. ,-- ....-z.-»...4- ii?.•,-,A - z-:::7 -e, , -s • "e.--•• cl, e * --.7 $(417 *se .--e . Ci. - ftt ei......-b cee,..a.e. c 4e z 7 e ,zt• -,..3i,,7 .7:74-7,.2.--- te ,:z, ‘4;_;.•

se 4,csi sy 4.?? ,z; 4, -- Chk, -zi.it" se ge• <IF-- ,.,§ei P * 7 -?*- ' (L. g te"litA77,—;..-.Se.‘54sk, 4 % : ' -- »7 ze: Lere Lcite; ../?s• e co, e eY.ee 4/4-ii ie •-•;, % e ,./45,-,r, es .. . . e /e.7:_t. -1,-.e..4. i,. -,- e e/ei: / te

e iT ' e de : -- i. e .-. 4 -t . ,...-. c--- ,-..- ....., „...,.. • .... . -- (/,4. es, ....... :....:.-e if .:_. ,. i:i._ ,- c..,.. ...„...., ..---_,... .._. it, .1,i---,----.e.‘ .--.-!_ . 'ee.p. - •••,.. d•"--- 4.v2.- . 1 i Le .,'.%., ------.L---- ---, "e-- _St - ---.-- Ca -•,..

« «

By this plan you have the best retail copy written by experienced radio advertising men located right in your own territory, who know the retail mer-chandising problems in your community. You are enabled to have certain types of advertising which would otherwise be impossible for you. You are relieved of handling much detail. You keep your advertising investment in proportion to your sales. You get a fair deal whether a large dealer or small, and your advertising investment is always on a sound basis.

You are part of the greatest and most successful merchandising campaign ever put behind any radio. For several years there has been far more newspaper advertising for Pniwo than for any other radio.

The very great dominance of Piffle° at ¡si rig helps to make business for your store.

And remember, because of this great co-ordi-nated program you get more advertising, better advertising and at much less cost than you could possibly have by any other means.

Make your store the best known in tinvit. ( 'on-centrate on Pumeo.

Make your store PHILCO headquarters.

-

More Newspapers carried more Philco Dealer Advertising last year than any other Radio advertising— Use your local Newspaper —it will bring you sales.

19

• PHILCO • • • A Musical Instrument of Quality •

Get the PHILCO Advertising Kit It Will Help You Sell PHILCOS

THIS fine, complete Dealer Kit actually costs over $30 in quantities, yet it is supplied to PHILCO dealers for only $15 -less than half its actual cost. It is the biggest and best selected set of sales helps ever used in the radio trade. Every piece is a sales

maker. This Kit will make money for PHILCO dealers. Order from your PHILCO distributor.

Footlight A rich, handsome, combined foot­

light and sign, of heavy metal and with a beautiful sand-blasted glass face - a permanent feature suitable for the finest store windows.

Neon Window Sign

Beautiful, brilliant, genuine Neon electric sign, will make the best window look still better. Very attractive, catches the eye at great distance and is equally pleasing close up. This classy sign may be used in the window or inside the store. It is a real sales maker, and tells the world that your store is PHILCO headquarters. This sign alone is worth the price of the Kit.

Window Decalcomania

Black and gold permanent window sign. a real quality identification for PHILCO

dealers.

20

Two Truck Banners Brilliantly colored muslin banners for display on your

trucks or front of your store.

Two Window Streamers

Let the people know you are PHILCO headquarter:-;. T \\ (1

fine, attracti\·e, colorful window streamers, fiye feet \\ ide.

NEW PHILCO RADIO ·- ···- .. - --- .. ··-------.. -- -------- -- -··- ·--...... --

..

•' • PHILCO • • • A Musical Instrument of Quality •

Get the PHILCO Advertising Kit It Will Help You Sell PHILCOS THIS fine, complete Dealer Kit actually costs over $30 in quantities, yet it is supplied to Pinta) dealers for only $15 —less than half its actual cost. It is the biggest

and best selected set of sales helps ever used in the radio trade. Every piece is a sales maker. This Kit will make money for Pifit.co dealers. Order from your Pintco distributor.

Footlight A rich, handsome, combined foot-

light and sign, of heavy metal and with a beautiful sand-blasted glass face — a permanent feature suitable for the finest store windows.

Neon Window Sign

Beautiful, brilliant, genuine Neon electric sign, will make the best window look still better. Very attractive, catches the eye at great distance and is equally pleasing close up. This classy sign may be used in the window or inside the store. It is a real sales maker, and tells the world that your store is PHILCO headquarters. This sign alone is worth the price of the Kit.

Window Decalcomania

Black and gold permanent window sign. a real quality identification for Punt° dealers.

--- ,N.-LW

Two Truck Banners Brilliantly colored muslin banners for display on your

trucks or front of your store.

; ir .. %

:c.amusical ilistrument equality See it! fleurit! I

:ENJO Y Fr IN YOU R HONIEfe.

Two Window Streamers

rtit-e1933 models are HERE

Let the people know you are Priaco headquarters. Two fine, attractive, colorful window streamers, five feet wide.

Jevademas erpotdoe,

r: • NEW PHILCO RADIO ,the

si

20

' •

• PHILCO • • • A Musical Instrument of Ouality •

Spe.ed Your· Sales and Promote Good-Will Every item in the Kit is a silent salesman. Put them to work. Get ALL the customers into your store.

Folders Folders for consumers,

better looking than ever. Kit includes generous quan­tity- additional quantities, with space for dealer's im­print, available at cost, $3 per thousand.

Five Price Stands

Window Trim This striking window trim, five pieces

lithographed in full colors, will attract people to your windows, and help you get them in­side to buy PmLcos. And remember, addi­tional trims will be sent you through the fall and winter months at no charge. a'-' a feature of the Kit.

Demonstration Record One of the

best salesmen PHILCO ever had. A good sales story, with ac­tual demonstra­tions of the superiority of PHILCO features, that can be heard and appreciated.

Order Your Kit NOW

l3ronzoid Price Stands -the most at tractive price card holders ever used in radio. Com­plete with full set of price cards, which you may insert according to the models you wish to feature.

from your PHILCO distribu­tor. It it the best sales pro- ·

motion material ever devised. It will sell PHILCOS for you. Order today.

24-Sheet Posters ,\ rq.rular monthly service of fine 2-1->:hcet posters

i,- a \·ailuhle to all PHILCO dNtler>:. Posters arc furnished free \\·ith dealer':-: imprint. Order through your distributor.

PHILCO

PH I LCO RAD 10

RADIO SHOP 100 MAIN ST.

PHILCO Book oF Facts PHILCO Book of Facts, the mo,-t

complete :'tory of the real, scientific merits of PmLco ever published. 32 pages. just crammed full of farts. Even· dealer and even· dealer'" ~alcs­man · ;,hould ;,tudy tl~i;; great book. It ;;hould be placed in the hand;, of e\·ery prospectin• customer. This hook is ;,upplied at ~:3 p0r hundred.

PHILCO

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• PHILCO • • • A Musical Instrument of Quality •

Speed Your Sales and Promote Good-Will Every item in the Kit is a silent salesman. Put them to work. Get ALL the customers into your store.

You will find inPHILODevery coact* ifflovemen. many of Sec exclushre

Folders Folders for consumers,

better looking than ever. Kit includes generous quan-tity—additional quantities, with space for dealer's im-print, available at cost, $3 per thousand.

Five Price Stands Bronzoid Price Stands—the most attractive

price card holders ever used in radio. Com-plete with full set of price cards, which you may insert according to the models you wish to feature.

Window Trim This striking window trim, five pieces

lithographed in full colors, will attract people to your windows, and help you get them in-side to buy Pmtcos. And remember, addi-tional trims will be sent you through the fall and winter months at no charge. as a feature of the Kit.

Demonstration Record One of the

best salesmen PHILCO ever had. A good sales story, with ac-tual demonstra-tions of the superiority of Pruzmo features, that can be heard and appreciated.

Order Your Kit NOW

From your PHILCO distribu-tor. It it the best sales pro-motion material ever devised. It will sell PHILCOS for you. Order today.

24-Sheet Posters A regular monthly service of fine 24-sheet posters

is available to all Ptutièo dealers. Posters are furnished free with dealer's imprint. Order through your distributor.

'36.50 'ZOI

(A inusical instrument of quality

PHILCO RADI O

PHILCO Book of Facts PHILCO Book of Pacts, the most

complete story of the real, scientific merits of PIIILCO ever published. 32 pages. just crammed full of facts. Every dealer and every dealer's sales-man should study this great book. It should be placed in the hands of every prospective customer. This hook is supplied at $3 per hundred.

PHILCO cf F.ct.

PHILCO RADIO SHOP mAre T.

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• PHILCO • • • A Musical Instrument of Ouality •

Signs that Mean Business for PHILCO Dealers

THESE fine PHILCO electric signs are busi­ness-getters. They really make money for PHILCO dealers. .Made of finest materials,

high class in finish and appearance. Equally good for day or night. Durable and weather­proof - will last for years.

PH I LCO Horizontal Sign :-iizc, 4 feet ~ inches long, 2 feet 2 inches high. XP011

hor<ler, double faced. :-:uspen<le<l from supporting arm as shown. For use with .\.. C. current. Immediate delivery .

Price to PHILCO Dealers, Only $60

PH I LCO Vertical Sign Double; '.aced for outdoor display, :Neon border, long distance

vision, size 5 feet 8 inches high by 2 feet {) inches \\·idl~. for us<· with A. C. current. Immediate delivery.

Price to PHILCO Dealers, Only $60

PHILCO lllumir:iated Canopy Sign Double faced , illuminated by ordinary

.-\ .C. electric bulbs connec :ed under canopy. A pleasing, attractive sign at a ,·ery low

PHILCO Deal~r Helps and Advertising Specialties

•"'!!l!!!!!!l!!!!!!ili;!i!!!!!.,__,<1(19~ price. ~lade of porcelain enamel and guar­anteed for ten years. Yellow letters on field of blue. Dealer's name included. a" per illu~tration . 85 cents ~xtra.

Help speed sales and promote i:;o<>d-will 11.\·

w•ing these PHILCO novelti e" imprinted \\it l1 your own name and nddre~" ·

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Price of Sign, 011/y S9. 75

PHILCO Porcelain Enamel Sign r,. the :'alllt' :I :' ab1r;e "ign with<Jllt

the eauopy and rlPl'tnc light;. DealPr·,. namr iuducled :tt s.'j eent: ; extra.

Price of Sign, Only $ 3 .25

\Ye ~ugge;;t an~· of the fr1llo\\·ing a, ,1 mean;; r1f featuring you nml yom -tore.

Balloons Cigarette C'asl's Hob \\"hiu· \\' hi ... r !1· -Busi nf'!"~ C'arrls Coif Tt:oe :\latrhr ·~ Bridge :o:iPor1 · P;1d .. R 111let Pf'nr·i ls n,·erseas C aps I >us t and l-:n\"r iop('~ PPncil~ P olishill2' c 1 .. ri 1-Fans Philco Photos I\.itrhen Re-rni11d1·r -( iolf TPP... Phone I1u!Pxrs f.antertl :'lide!" :--'. •·r -Hand.\· .-\pr11 11 :0; Price T:.uz:~ f.Pather !\:Py r; 11:1 rd .... Hot Pad!" Radio LoiZ!" lb<lio T ubP .\l a r1·h ··-I11dian Hat ;-; :-'rarfs I h i \ha 11.1rf' Rec r1 rd1· r-LapPl Burt nm; ThPrmo rw·t n:-< H<'d-\Y hiiP-Bl ue H •.r r'. -

h~,:;crf;~~<~-ft r•:- Tire Con· r~ T ~~- ~'~ ~>,\~~ ~~! l~r 1 .. _

Ask for Information or Catalog

For the Above Signs and Novelties Ast< Your Distributor or Write Direct to the Brilliant Manufacturing Company, 1035 Ridge Avenue, Philadelphia, Pa.

l' r1 1;11d i ll { . ...... \.

•' • PHILCO • • A Musical Instrument of Quality •

Signs that Mean Business For PHILCO Dealers THESE fine PHILCO electric signs are busi-ness-getters. They really make money for

Putteo dealers. Made of finest materials, high class in finish and appearance. Equally good for day or night. Durable and weather-proof — will last for years.

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PHILCO Horizontal Sigh ne-Size, 4 feet 3 inches long, 2 feet 2 inches high. Neon

border, double faced. Suspended from supporting arm as shown. For use with A. C. current. Immediate delivery.

Price to PHILCO Dealers, Only $60

PHILCO Vertical Sign Double; faced for outdoor display, Neon border, long distance

vision, size 5 feet 8 inches high by 2 feet 6 inches wide, for use with A. C. current. Immediate delivery.

Price to PHILCO Dealers, Only '60

PHILCO Illuminated Canopy Sign Double faced, illuminated by ordinary

A.C. electric bulbs connec ed under canopy. A pleasing, attractive sign at a very low price. Made of porcelain enamel and guar-anteed for ten years. Yellow letters on field of blue. Dealer's name included, as per illustration. 85 cents .?..3itra.

Price of Sign, Only $9.75

PHILCO Porcelain Enamel Sign Is t he sa tue as above sign without

the canopy and electric lights. Dealer's naine included at S5 cent, extra.

Price of Sign, Only $3.25

PHILCO Dealer Helps and Advertising Specialties

Ilelp speed sales and promote good-will Iv using these PHILCO novelties imprinted with i your own name and address.

We suggest any of the following as a means of featuring you and your store.

Balloons Cigarette Cases Bob White Whirr le, Business Canis Golf Tee Matches Bridge Peon, l'al. Bullet Pencils Overseas Caps Duet and Envelopes Pencils Polishing Clot I,-Fans Phileo Plintos Kitchen Reniipder-llelf Tees Phone Indexes Lantern Slides '44-Handy Aprons Price Tag, Leather Key Gua rd,. Hot Pads Radin Logs Radio Tub; Mareie-I relinn Hats scarfs inl Change Reeniab-r-Lapel Buttons Therneornetrp, Red. Whire.Blue Harr-Letterhead, Tire Coverg lire. ail Waller, Bonk Marches Two-Tonn War. ,-

Ask for information or Catalog

For the Above Signs and Novelties Ask Your Distributor or Write Direct to the Brilliant Manufacturing Company, 1035 Ridge Avenue, Philadelphia, Pa.

Prenti in I.r-,