|"a radio of chrome and crystal..
Mirrored crystal, rare woods,
streamlined chromium.. A master
radio as outstanding as its case.."
|The new Sparton radios received acclaim far beyond fondest
expectations. Everyone agrees that Sparton offers the biggest
"eye-full" and most amazing "ear-full" in 1937. The outstanding
opportunities are readily apparent. With such smartness of style, such
cleverness of design, such quality of reproduction, and such a distinct
price advantage, dealers recognize the record rapid-turnover volume
that is in sight. The surprise of the season, Sparton should prove to be
a fast seller and quick money maker. Investigate NOW - hitch your
wagon to a rising star. The Sparks-Withington Company, Jackson, Mich.
Sparton of Canada, Ltd., London, Ontario.
from an ad in Radio Retailing, August 1936, p. 4.
|"Enchanting Ensemble of Colorful Crystal Glass, Chrome and Fine
woods - Five Tubes - Foreign and Domestic Broadcast including Police
and Airplane in Two Bands - Straight AC - An Ideal Radio Receiver for
Individualized Taste - For a Gift - An Added Luxurious Touch to Any
Well Appointed Room. Height 83/4 inches. Width 18 inches. Depth 8
|The Journey of the 1937 SPARTON SPECIAL
Newspaper and magazine reports reveal that the
Sparks Withington Company (aka Sparton) adopted
a novel approach to introducing and promoting their
1937 line, which included the model 557 sled. The
line had been originally presented in June of 1936 to
an audience of over 250 radio dealers at a
convention held in Jackson Michigan, Sparton's
hometown. However, in early July, as part of a drive
to increase business by 80%, they took the show on
the road, or should I say, the rails. A Pullman car,
nicknamed the Sparton Special, was outfitted as a
travelling exhibit, complete with executive office,
fifteen Sparton executives, supporting staff, including
chefs, and of course, the company's 1937 radios and
refrigerators. For over a month, starting in Jackson,
this Special travelled a 7000 mile loop through
Central and Western states, making 26 stops,
including Salt Lake City, Portland, Seattle, San
Francisco, Los Angeles, Phoenix, El Paso, Dallas,
Houston, New Orleans, Memphis, Louisville,
Cincinnati, Dayton, Columbus, Cleveland and Detroit!
At each of the stops, dealers and key account
holders, who had been telegraphed invitations prior
to the Special's arrival, visited the exhibit to be wined,
dined and shown Sparton's 1937 product lines. It was
hoped that these one-on-one sessions, away from
normal office distractions, would be more conducive
to garnering sales. Advertising was prepared for
release in each city visited, with much of it placed in
the local newspapers as part of what was one of the
largest publicity campaigns in the company's history.
At the outset, it was hoped that by the time all was
said and done, at least 5000 dealers and distributor's
salesman would have attended the exhibit.
The Special Pullman, which cost $48 a day to
charter, was headed by Arthur T. ("Art") Haugh,
Sparks-Withington's General Sales Manager.
Company executives had initially decided upon the
trip as a means of taking Sparton products to the
dealers who had not been able to make the recent
Jackson convention. During an interview with a
newspaper reporter at the stop in El Paso, Haugh is
on record as having said "This is a bit of pioneering,
going over the country with our merchandise in a
Pullman car. Formerly we brought dealers to the
factory. We already have taken more than $250,000
in orders and have made only nine of our scheduled
Also among the 15 executives along for the ride were
Harry Sparks, General Manager; William Sparks,
President; Charles Kayko, Factory Superintendent;
Harold Nielson, Sparton's chief radio engineer; Alex
"Scotty" Smith, District sales Manager, and Guy C.
Core, Advertising Manager. Radio Weekly's Curt
Wessel went with them too. With the company's key
executives mostly all on the train for a period
exceeding one month, business that would ordinarily
have been transacted from the factory was handled
from the Special, which was outfitted as a rolling
administrative office, complete with secretaries. The
car was painted its entire length on both sides and
bore the slogan "SPARTON. Radio's Richest Voice".
What a trip it must have been!
At the stop in Ogden, Salt Lake City, it was planned
to have over 200 Sparton dealers and key account
holders from the surrounding territory visit the exhibit
while it was parked at the Union Pacific Railroad
Depot all day Wednesday July 8th. The car arrived at
7.30am that morning and departed for Portland,
Oregon, that evening, ahead of it's sweep down the
How successful was this sales jaunt? $250,000 in
orders were taken after just nine of the twenty six
stops, as allegedly stated by Art Haugh to a reporter
in El Paso. A report in the August 1936 edition of
Radio Retailing states that by close of business in
Los Angeles, several stops before El Paso, total
bookings of $432,000 had been made! A Radio
Today report dated Aug 1936 however summarizes
the whole trip, quoting Art Haugh as claiming "we
signed up some 1500 new dealers, several distrib-
utors, and took orders for nearly $1,000,000 of new
Some reports on the trip were inaccurate. Radio
Retailing notes that the train departed Jackson on
July 14th, but this is for sure incorrect, as Salt Lake
City newspapers published on the 8th report the
Special as due or having arrived in their town on that
day, a chronology consistent with that provided by
other publications made later in the journey.
i. Salt lake Tribune, Jul 8th 1936, p 3
ii. Ogden Standard Examiner, July 7th 1936, p 20
iii. Radio Retailing, August 1936, p 40
iv. Radio Today, August 1936 p 10.