The Hindenburg disaster was not the first time that radio influenced the way or the speed by which news was delivered to the masses, nor was it the first major event to be given live coverage. To look at radio’s influence on news delivery of breaking events, we need to go back to the Titanic disaster. Although the Titanic’s plea for help was monitored only by other ships, a small handful of commercial shore stations, and perhaps a few early amateur operators, it did mark a turning point in media communications. Newspapers featured the story on their front pages and in special editions the following morning. Were it not for wireless communications, the story probably would not have reached the newspapers for several days. Other events marked the coverage of news live as it happened. KDKA, the nation’s first licensed broadcaster, went on the air with the coverage of the Harding/ Cox presidential election in 1920.
Last month we looked at radio at the start of the Great Depression and how RCA’s President David Sarnoff made the decision to license the heterodyne circuit to any manufacturer willing to pay royalties to use it. The heterodyne circuit, combined with the new developments in vacuum tube technology, allowed manufacturers to build affordable radios that performed far better than most of the high end sets from just a few years prior.
Last month we looked at the RCA Radiola 46, a lavish high end radio that went into production in the spring of 1929, about 6 months before the October market crash that began the Great Depression. This month will be the first half of a two part article in which we will look at how radio faired in those difficult times and how RCA in particular changed its business philosophy to survive.
Last month we looked at radio cabinetry. This month we take a look at one of its examples, a 1929 RCA Radiola 46 in a high boy console. David Sarnoff (*1), a Belarusian born immigrant, led the Radio Corporation of America for an incredible span of 51 years, from 1919 until his retirement in 1970. He passed away a year later at age 80. By 1929 RCA, under Sarnoff's leadership, had established itself as a giant of the radio industry. It’s chief (and at this time larger) competitor was the Atwater Kent company, named after its owner. (*2), Atwater Kent was a privately held corporation whose radio factory covered more than 15 acres. I’ll spend more time on Atwater Kent and his company in the future.
The RCA Model 46 was a prime example of where radio was prior to the market crash of 1929 and the great depression that followed. This radio was grand, it was a reflection of the times. It represents a high end set that featured new technology and an elaborate cabinet. It sold for $179 (*3) which is the equivalent of $2,430 in 2014 dollars. (*4). For the upper class, primarily business owners and those invested in the stock market, it was a time of affluence. The average per capita income nationally however was $750 per year, with that of rural and farm income being $273 per year (*5), so this radio would have been out of reach for most. It should be noted though, that when compared to high end sets made between 1925 and 1929, that the average selling price of radios was dropping. As with almost all technology, this was due to higher volumes, and better manufacturing techniques. The upcoming economic depression would force this trend to a whole new level.
As the popularity of radio increased, the household radio evolved into more than just a technological wonder. It became a part of day to day life. It was company for the housewife as she did her day to day chores, a gathering place for the family at the end of the day, and an opportunity to listen to sports events as the happened. Radio brought music and culture into the average home. It also brought something new to society, the potential for near immediate dissemination of global news events as they happened. The radio sets themselves were evolving into something that was part of the home décor. By the end of the 1920s, the radio was considered to be not only a technological device, but a necessary piece of furniture. Manufacturers now competed not only to have the latest technology, but also the most visually pleasing way to present it.