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Radio Shack Obliterates “Radio” Leaving Only the Shack

August 8, 2009

I have a hidden past. For one summer during college, I was the repairman at a lonely outpost of a Radio Shack in the Camelot Shopping Center in Louisville, Kentucky. Camelot was way out beyond the suburbs where I lived. There were few customers, so I mainly played chess with the Honda-motorcycle-riding store manager, Dominic, and lunched on Brazier burgers at the shopping center’s Dairy Queen. Radio Shack had been my haunt since high school. Yes, that’s right, I hung out in all the rough places and played games with older men. Man, you can put a strange spin on anything, can’t you?

So it was with great surprise tonight that I heard from Bill Maher on his HBO show “Real Time” that Radio Shack was dropping “Radio” and replacing that word with “The.” I guess I missed that news on the conventional news sources. I just zipped over to the www.radioshack.com Web site and found this:

 

 


 

So the news from HBO appears to be true. But it’s not. Here’s the quote from the corporate press release dated August 3:

Our customers, associates and even the investor community have long referred to RadioShack as ‘THE SHACK,’ so we decided to embrace that fact and share it with the world," said Lee Applbaum, RadioShack’s Chief Marketing Officer. "This creative is not about changing our name. Rather, we’re contemporizing the way we want people to think about our brand. THE SHACK speaks to consumers in a fresh, new voice and distinctive creative look that reinforces RadioShack’s authority in innovative products, leading brands and knowledgeable, helpful associates."

Now I may be from Kentucky, and therefore not very sophisticated, but I’ve hung out at Radio Shacks from sea to shining sea in the US for 40 years and not once have I heard anyone call the place “The Shack.” How about you? Do you think “The” is better than “Radio” now that we’re in the 21st century and the radios sold at “The Shack” are mostly mobile phones? What’s your reaction? 

Want to see some old Radio shack catalogs? Go here.

 

Posted by Steve Leibson on August 8, 2009 | Comments (11)

August 17, 2009
In response to: Radio Shack Obliterates “Radio” Leaving Only the Shack
Ron Bauerle commented:

I hope they don't go under, they're the only place in town where I can buy 120-minute cassette tapes to record my favorite 1-hour radio show...


August 12, 2009
In response to: Radio Shack Obliterates “Radio” Leaving Only the Shack
Dave J commented:

Count me as one of the people who still finds a use for "The Shack." I live in the Bay Area, but in the one spot that is the furthest possible from any Fry's. If I need a 2N3904, LEDs, smaller transformer, 7805, etc, I will go to Rat Shack and get it there. People say it is in decline, but it looks more or less the same to me as it ever did. (By the way, I grew up in Jersey, and it was the ONLY place to get electronic components back then. Digikey and Mouser existed but they would not pick a $50 order.) Radio Shack branded products ("Realistic") etc were always garbage, though.


August 11, 2009
In response to: Radio Shack Obliterates “Radio” Leaving Only the Shack
Sean Murphy commented:

I still shop there regularly for small electronic devices and find the staff helpful. I am not sure about the name change, seems to me they are giving up a lot of brand value.


August 10, 2009
In response to: Radio Shack Obliterates “Radio” Leaving Only the Shack
Thatoneguy commented:

In regards to the 'last ditch effort to save this dying company' post ... RadioShack is one of the few companies in the world (note I said companies and not retail companies) that owes no money to anyone. Recently, they outsold corporate Sprint retailers on the Palm Pre even though they got it later, and to top it off, more of them have stayed out the door than Sprint has managed to do. Maybe you should do a little research before blindly posting.


August 10, 2009
In response to: Radio Shack Obliterates “Radio” Leaving Only the Shack
Steve Leibson commented:

I guess I am a throwback. I still buy the occasional odd component at Radio Sha...er, The Shack. Particulary switches. I need to see a switch before I buy it, and The Shack has about the cheapest prices on switches when buying onesey-twosey. I'm not sure how long The Shack will continue to stock parts, but I appreciate that they do and that I can count on that no matter where I am. I also bought my flat-panel HDTV there on Black Friday. Terrific price at the time, $399 for a 32-inch panel. An AOC, the TV manufacturer formerly known as Admiral. Appropriate for a purchase at The Shack, I think.


August 10, 2009
In response to: Radio Shack Obliterates “Radio” Leaving Only the Shack
Meredith Poor commented:

Two points: one is that I had to work for them to survive for a few months in the early 1980s. This was back when they had 'computer stores'. The operation was pathetic. The other is that I don't know of anyone that thinks of them fondly (although other posts here seem to contradict this). In all my interaction with them it's been high pressure sales and junk products. I am bewildered that they even still exist.


August 9, 2009
In response to: Radio Shack Obliterates “Radio” Leaving Only the Shack
Concerned employee commented:

As an 18 year Shack employee, I can only say, in the past 5 years I've seen the company I love go to pieces.Upper management has one thing in mind! Filling thier pockets at the expence of it's hard working employees. My 401k has lost more then 60% of it's value mostley due to bad decisions from those making millions in the ivory towers. I no longer own RS stock as I no longer trust the leaders. The Shack is a dying company and sadley it's time to look for a new home.


August 9, 2009
In response to: Radio Shack Obliterates “Radio” Leaving Only the Shack
APPLE_PIE commented:

The fact is that this is all part of Marketing.. Microsoft corp. Bill Gates, Warren Buffet himself and Berkshire OWN 37% of the Float and 165 million in perfered warrents and bonds due in 2017, 2021 for an additional ..amount of Shares ..so they are not going anyware....its perfect for the pure play Future Electronics Products....Remember they have had large contracts with suppliers of outsourced electronic chip sets and computer on a chip devices... They are into all aspects of this....they will move the Manufacturing of all types of assemblies and chip sets here in the U.S........YOU May Ask Why......Tax Breaks..and incentives for hiring americans to build for americans....lol what a concept... Good Luck.......THE SHACK.........Hmmmmmm RADIO


August 8, 2009
In response to: Radio Shack Obliterates “Radio” Leaving Only the Shack
www.RadioShackCatalogs.com commented:

WOW!!! You mentioned www.RadioShackCatalogs.com. It's an AWESOME site! For those who haven't been there, it's an archive of old 1939-2005 Radio Shack catalogs. Flip through every page of every catalog. There's also a LOT of other cool stuff (old Radio Shack commercial videos, store photos, historical photos, etc.). As the site states, it can be used for: - product information - a reference guide - an electronic parts & products resource - viewing the progression of technology - research - reminiscing - fun reading! It's a "Bookmark" site for sure.


August 8, 2009
In response to: Radio Shack Obliterates “Radio” Leaving Only the Shack
Shacked out commented:

This is their last ditch effort to save this dyeing company, they're trying to cut cost from the inside out by laying off their employess. For a company that is squatting in Tarrant County Junior College with practically no overhead except for the officers oversized salaries. They still have cut more jobs because of lack of sales, and they want to cater to the younger generation but what they don't understand is that the younger people are going to Best Buy and Wal-Mart and finding more of a selection at a cheaper price. This guys don't care about the employees at all, they would rather freeze raises and layoff hundreds of employees just to hire in VP's at a six figure salary. What are they doing, why haven't the Board of Directors fired this clown (Julian Day)and all of his puppets?. This guy is more worried about making more millions for his pocket, instead of worrying about the lively of his employees that he will soon send to the unemployment line. "The Shack" sounds more like an out house than an electronics store!


August 8, 2009
In response to: Radio Shack Obliterates “Radio” Leaving Only the Shack
ewertz commented:

I'm not sure that I've been into a Radio Shack since my TRS-80 days. Well, maybe once to look at portable shortwave radios. OK, even that was still over 20 years ago. With all the alternatives, I always can't help but to chuckle when someone specifies a part at Instructables with a RadioShack P/N. It's only then that I'm reminded that RS is still the only game in town for a lot of folks. It's hard to walk around barefoot in the summer here without getting a SOT-23 stuck between your toes, but it's just not like that everywhere. Still have very fond memories of them though. A number of folks like us probably wouldn't be gainfully unemployed today if it weren't for them being in the neighborhood in the 70's. I'm sure that I probably *had* referred to them as "The Shack" from time to time, but perhaps never in the wild. But, "The King" for "Burger King"... absolutely!

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