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Extracts from other original Sparton
ads for the 557 can be seen in the
two grey colored boxes to the right.
The references to "rare" and "fine"
woods in these clippings constitute a
touch of advertising hyperbole, as the
wooden elements of the cabinet are in
fact composed of common, if not eleg-
antly contoured, plywood. It is how-
ever surely the dark crystalline finish
to which the descriptions allude, an
effect allegedly achieved by mixing
naptha into the black lacquer prior to
its application to the wood*. However,
it seems to be prone to flaking off and
is frequently in poor condition or
missing from these models when
found today. Fortunately mine is still
in excellent original condition.
The original purchase price of the
557 was $39.95, about the same as
for the model 566 Bluebird of the
previous year.
Technical Details
The chassis of the 557 is an ac-
powered 5-tube superhet covering
standard broadcast (540-1720kc) and
shortwave (5900-17,500kc). The tube
line-up is:- 6A7 (mixer/ LO), 78 (IF),
75 (2nd det/AVC/1st AF), 42 (AF
output) & 80 (rectifier). The three
knobs are, from left to right, on/off/vol,
band selector and tuning. The design
is very similar to that used in the
deluxe model 558 sled introduced a
year later. That model however added
a tone control and switched to the
latest octal-based tubes.
ads for the 557 can be seen in the
two grey colored boxes to the right.
The references to "rare" and "fine"
woods in these clippings constitute a
touch of advertising hyperbole, as the
wooden elements of the cabinet are in
fact composed of common, if not eleg-
antly contoured, plywood. It is how-
ever surely the dark crystalline finish
to which the descriptions allude, an
effect allegedly achieved by mixing
naptha into the black lacquer prior to
its application to the wood*. However,
it seems to be prone to flaking off and
is frequently in poor condition or
missing from these models when
found today. Fortunately mine is still
in excellent original condition.
The original purchase price of the
557 was $39.95, about the same as
for the model 566 Bluebird of the
previous year.
Technical Details
The chassis of the 557 is an ac-
powered 5-tube superhet covering
standard broadcast (540-1720kc) and
shortwave (5900-17,500kc). The tube
line-up is:- 6A7 (mixer/ LO), 78 (IF),
75 (2nd det/AVC/1st AF), 42 (AF
output) & 80 (rectifier). The three
knobs are, from left to right, on/off/vol,
band selector and tuning. The design
is very similar to that used in the
deluxe model 558 sled introduced a
year later. That model however added
a tone control and switched to the
latest octal-based tubes.
Sparton Model 557 "Sled" Blue-Mirror Radio (1936/1937)
The Sparton model 557, the first of
Sparks-Withington's mirrored "sled"
radios, was introduced in June of '36,
almost a year after their celebrated
Bluebird. These sleek and wonderful
sets, attributed to Walter Dorwin Tea-
gue, are bold reflections of the mid-
century streamlining movement. Quite
understandably, they have gone on to
become highly revered and collectible
icons of the Art Deco radio era.
One newspaper advertisement from
1936 proclaimed the model 557 as
Sparks-Withington's mirrored "sled"
radios, was introduced in June of '36,
almost a year after their celebrated
Bluebird. These sleek and wonderful
sets, attributed to Walter Dorwin Tea-
gue, are bold reflections of the mid-
century streamlining movement. Quite
understandably, they have gone on to
become highly revered and collectible
icons of the Art Deco radio era.
One newspaper advertisement from
1936 proclaimed the model 557 as
...a radio of chrome and crystal
| "a radio of chrome and crystal.. Mirrored crystal, rare woods, streamlined chromium.. A master radio as outstanding as its case.." |
1937 Sparton Radios Special Pullman (RR July 1936)
Colorful crystal glass.. chrome and wood cabinet of unusual design.
| 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. |
Original - Individual - Entrancing - Modern
| "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 inches" |
Mellow tone, two bands with considerable foreign reception..
| 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 26 stops". Continued... |
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 West coast. 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 business". 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. Refs: 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. |
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