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Schaak - Allied Radio Catalog
One of the coolest catalogs I've seen was produced by Schaak Electronics, 2 years after their aquisition of 27 Allied Radio stores.  This rare and limited-edition 1975 catalog, called the Schaak-Allied Radio Catalogue Of The Air (Large Format) or (Small Format), was in the size and shape of a record album!

The cover was made from very heavy stock paper. The inside pages, also printed on heavier stock paper, are staggered for quick indexing. The front inside pocket is "Reserved for warranty cards, Invoices, & other Manufacturer's literature". The back inside cover pocket is called a "Watch Pocket (Watch this pocket for communications from Allie & Timmy!)" **

Not only does it feature Schaak-Allied products, but it contains material to educate the consumer on topics such as, "How Hi the Fi?", "Amp & Tuner Separates", "Hi-Fi Monaural, Stereo, Quad", "Loudspeaker Systems", "The Loudspeaker of the Future", "Turntables & Changers", "The Tiny World of Cartridges & Styli", "Tape Equipment", "Audio Accessories", "Enough Headroom", and much more.

** In 1974, Schaak Electronics advertised on local Minneapolis radio stations, broadcasting at least two different radio commercials on KTCR-FM with a character named Uncle Allie talking to his nephew Timmy. These two characters also appear this Schaak Electronics - Allied Radio catalog.

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Schaak Allied Stores
 
 
 

Schaak Electronics Minneapolis, MN - 1974

THIS IS THE BEST READING YOU'VE EVER HEARD IN AGES
Well, that's what the back cover of the 1975 Schaak-Allied catalog reads.

In your hands is the rebirth of the Allied Radio Catalogue. Back after an absence of several years. Different, of course. Different in look and sound. And different because now it's a Schaak Allied Radio Catalogue. But, in the tradition of its predecessor, the same "Bible of the Industry."

I'M A SCHAAK ELECTRONICS STORE CUSTOMER. WHO'S ALLIED?
schaak / allied - timmy & allieAllied Radio has been around about as long as electricity. They invented the audio speciality shop.

When people were just discovering their ears, Allied was selling stainless steel, no scratch, needles; 100-year radio crystals; and singing the praises of a wonderful new invention - monoral sound.

To support their speciality shops Allied produced the first, definitive audio catalog. It was the bible of the industry. If you had the faith, you could find anything in the Allied Radio catalogue.

And people did. They used it. They worked with it. They depended on it. Back in the sixties, Allied prefaced their catalog with these straightforward words: "This is the world's best known electronics catalogue. Yet thousands of our customers don't know a millivolt from a miniskirt. They don't have to. Neither do you. You can buy intelligently from this catalogue without any special knowledge of electronics."

Allied spent a lot of bucks and did tons of research to back up those words. The catalogue was the standard of the industry. It reigned supreme for years. The last edition appeared in 1970.

I'M AN ALLIED RADIO STORE CUSTOMER. WHO'S SCHAAK?
Dick SchaakWhile Allied was flying high, Richard (Dick) Schaak was standing at the bottom of the ladder looking up. He had inherited a little electronics shop from his father in 1962. Good location. Regular customers. He could walk around the store in 45 seconds.

Schaak wanted to grow and in those days, when you wanted the big time, you took a cue from Allied Radio. So, Schaak made a pilgrimage, on the Chicago train, to visit the king — Allied. He walked around their shops, asked questions, and studied their displays and marketing methods. He was polite and eager. The Allied people were happy to give the kid a hand.

HE TOOK WHAT HE LEARNED AND RAN WITH IT:
Right at the beginning Schaak realized he wasn't selling religious experiences. His product, his only product, was enjoyment. He decided he was going to make it as easy as possible for people to have luxury...the luxury of good sound.

He began by building shops that were just plain fun to get into. Sales people were young and happy and professional. Customers learned they could count on reliable guarantees, good service, and straight talk when they went to Schaak Electronics. Brand name equipment was the only line. And ten years later ...poof ...Dick Schaak made another pilgrimage and bought Allied.

SO WHAT'S HE DOING FOR AN ENCORE?
Schaak - Allied LogoMore of the same things that made Schaak and Allied big and strong and good. And, of course, The Schaak-Allied Radio Catalogue Of The Air (Large Format) or (Small Format) has been created. This catalogue is, here to help you understand what is available in terms of what you can afford. It will explain the capabilities of the components based on your needs. This catalogue is your basic audio tool. It is your access to brand name audio gear.

This catalogue is going to get you started, but for the final answers plan on going to the Pro Shop: Schaak / Allied. Schaak / Allied salespeople are
professionals. Sound may be your hobby, but it's their business. They're the highest paid in the industry and they Work very hard to give you exactly what you need and what you can afford. They will even go to your home and hook-up your components and you know how-much you'll be charged for that kind of service ... nothing.

Stated simply, Schaak / Allied people are in the enjoyment business. It's what they sell and what they enjoy. And it's fun to do business with people who like what they're doing.


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