Eighty years ago this month, the August 1939 issue of Radio Retailing offered this suggestion for marketing car radios. By this time, it was natural to have a new radio in a new car. But the creative dealer could create a market by selling new radios to put in old cars.

The demonstration shown here was put together by dealer Crest, Incorporated, in St. Louis. To show that no car is too old for a radio, they installed the latest 1940 pushbutton model in this 1909 Ford. “And out into both commercial and residential districts went the car, attracting crowds by the very contrast between its own ancient appearance and the ultra-modern styling and performance of its accessory.”

The car cost the dealer ten dollars per day, which included the driver, gas, and oil. The canvas sign cost another ten dollars.