Cincinnati, Ohio. Midwest Radio Corporation. 1934.
1934 Midwest Radio Corp. catalog, approximately 9 1/4 x 7 1/4 inches, 36 pages. Numerous color illustrations of Midwest receivers and floor model radios. Catalog touts "Super Delux All-Wave, World Wide Radios" with savings "up to 50%" when purchased "direct from Midwest Laboratories." Photos of Midwest's executives and staff members promote the firms “15 years of achievement.” Full-page color illustrations depict various floor model radios, while photos and words of praise from Hollywood film stars (Ginger Rogers, Richard Arlen, Claudette Colbert, and Jean Harlow, each pictured with a Midwest floor model radio) testify to the perfection of the product. Catalog comes with original mailing envelope (showing considerable wear) which has protected a beautifully preserved catalog. In addition to the catalog, there are various enclosures of considerable interest. These are 1) a letter from Midwest'’s president to the catalog recipient; 2) an "order blank" and "application for domestic money order" form made out to Midwest, plus an addressed mailing envelope; 3) a folded sheet titled "Midwest Laboratory News" which includes a photo of Jean Harlow with her radio; 4) a sheet cautioning "prices are bound to advance," 5) another sheet promoting a "high-fidelity ultra deluxe auditorium-type speaker," 6) a folded brochure ( tears and showing wear) featuring table and floor models, and 7) a sheet advising how, after ordering and paying for your own radio, it is possible to "Make Extra Money as a Midwest User-Agent" by flogging the product to friends and neighbors. This Midwest collection, the catalog and associated sales materials, is uncommon in its variety and overall very good condition (exception noted) and, as such, represents a highly collectible package. Item #53791