National Geographic : 1943 Feb
A GOVERNMENT official was being shown a new idea in the Zenith laboratories. In passing, he commented upon the outstanding manner in which the radio industry was effecting the rapid and continuous changes necessitated by war requirements. A Zenith official replied-he said: "... the answer is easy. Radio is a trigger quick, fast moving business. Concerns that couldn't 'change overnight' are out. In this industry, we're used to fighting with new ideas-only-now we're 'fighting' Japs and Germans instead of each other." In that statement is evidenced the condition that made possible Zenith's attainment of industry leadership. Ever increasing public acceptance of Zenith name and product resulted from a never ceasing stream of Zenith "firsts"-new features new devices and new sets which enabled us to truthfully say to the public "Only Zenith Has This"- Today you find as commonplaces-essentials-of most radio sets -features first introduced to the public by Zenith-such as "FIRST PUSH BUTTON TUNING FIRST HOUSE CURRENT SETS Years-yes, years ahead of the industry- (1928) a Zenith set "Way back when" (1926) home radios were operated from embodied push button selection of the station desired. Our storage batteries until Zenith offered the first set run by slogan in 1928 was "Push the button-there's your station." house current. For over seven years, Zenith Radio Corporation has advertised on our short wave sets-"Europe, South America or the Orient Every Day or your money back." It has never been called upon for a refund. BELOW-A FEW NEW ZENITH "FIRSTS"-"FROZEN" BY ZENITH CHANGEOVER TO WAR PRODUCTION "FIRST" LONG DISTANCE S1T PUSH BUTTON PORTABLE 1942 saw the national introduction of a revolutionary new portable-the Zenith Trans-Oceanic. Without increase in size or weight it gave push button operation for foreign and U. S. short wave stations-tuned in the same way as locals and standard broadcasts too. It contained a disappearing fish pole antenna plus dual Wavemagnets-operated from battery or house current-was born of Zenith pioneering in LONG DISTANCE RADIO RECEPTION. SFI R T" SAFETY AUTO RADIO The only auto radio you can operate WITHOUT TAKING YOUR EYES OFF THE ROAD-or-YOUR HANDS OFF THE WHEEL-the Zenith Safety Foot Control Auto Radio. This remarkable new radio was on the FORD, NASH, MERCURY, LINCOLN-ZEPHYR, HUDSON and WILLYS. Owners of these cars will gladly demonstrate their Zeniths - give you a "preview" of "tomorrow's radio today." -A ND THESE ARE JUST A FEW OF THE MANY ZENITH "FIRSTS"- Today all Zenith production centers on war needs. What we are making is a military secret. But three things we can tell you. First .. we are dealing with the thing we know-radio-and radio ex clusively. Second... we are learning every day-gaining new knowl edge which will reflect itself in Zenith civilian products when the time arrives. Third ... we now know-by first hand experience that our Army and Navy are more than "up-to-date"-they are alert and progressive in thought and action-almost unbelievably so. This fact Is a great reassurance to us here as citizens-It commands our complete confidence as it would yours if you knew what we know. BETTER THAN CASH U. S. War Savings Stamps and Bonds PROPHECY Four great industries are des- i RWI tined to lead this country back t. IWIUI to normalcy after victory is /f1 won. Planes and radio are two of the four. Radio-never a necessity on ship or train-is as essential as the engine itself . to that great new form of in dividual and mass transporta tion-the airplane. -a Zenith Radio Dealer near youaisgiving reliable service on all radios-regardless of make. ZENITH RADIO CORPORATION CHICAGO "Buy U. S. War Bonds-They Identify You"