From the Shure Archives: The Model 99 Radio Modulator

With thousands of treasures to choose from in the Shure Archives, it’s impossible to say which are the most important. Each has a story. In this series, I’ll share with you some of my personal favorites, including the Model 99 Radio Modulator.

Meet Michael Pettersen, Shure Director of Corporate History

Since 1976, I have worked at Shure on teams from sales to product management to applications engineering. Music performance and history were passions. In 2016, these worlds coalesced when Shure President/CEO Christine Schyvinck decided the company needed a corporate historian. She asked me if I was interested, and I accepted without hesitation.

My involvement with documenting Shure history dates back to 1995. The company’s 75th anniversary was looming in 2000. To commemorate it, I suggested a book celebrating the company’s history. Much of the content came from a small, crowded archive closet.

Today the Shure Archives have a dedicated space of their own. Senior Corporate Librarian & Archivist Julie Snyder maintains the collection. Together, we preserve the history that Mr. Shure and Mrs. Shure held so dear.

“Every Radio Set a Public Address System:”

The Model 99 Radio Modulator

Picture of Model 99 Radio Modulator and Shure Model 33N

The Model 99 Radio Modulator and Shure Model 33N Two-Button Microphone.

In 1933, the Model 99 Radio Modulator made its first and only appearance in a Shure product catalog. The Modulator, boasting “1,001 uses,” was capable of transforming any AM radio set into an “efficient and low priced Public Address system.” Designed to operate with the Shure Model 33N Two-Button Microphone, the Modulator setup was as easy as plugging in the device, connecting it to the mic, attaching two wires to the aerial and ground terminals of a radio set, and tuning the radio to “about the middle of the dial.” By flipping a switch on the Modulator, a customer’s radio was became a PA system.

Advertisement for Shure Model 99 Radio Modulator

Model 99 Sell Sheet

By the mid-1930s, two-thirds of Americans owned radio sets. The year that Shure offered the Modulator, an estimated 60 million Americans tuned in to hear FDR’s first Fireside Chat. Shure identified multiple potential uses for the Modulator, including school, church, and home entertainment; club and society talks; store window demonstrations, and radio auditions.

While we don’t know whether any of these applications had traction at the height of the Great Depression, we do know that the Modulator did not appear in a Shure catalog again.

During the war, there were many low-cost PA systems on the market. At that time, metal objects like the Modulator were routinely melted down for armaments. Our Modulator, which we acquired from an online auction site, may be the only one in existence.

For every SM57 or SM58®, there were other products that failed to get off the ground. Some were leap-frogged by newer technologies. Others, like the Modulator, were ahead of their time. Without our collection of Shure product catalogs that date back to the late 1920s, the stories of interesting but unsuccessful Shure products would be lost to history.

We’re always interested in adding historical Shure products to the archives. In addition to auction sites, people who stumble upon old Shure products when cleaning out a basement or garage are sometimes the source of items in our collection. If this happens to you, let us know in the comments. You might be the source of the next great Shure Archives find.

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Michael Pettersen

Michael Pettersen

Fascinated by music, sound, and audio technology since building a crystal radio set as a child, Michael Pettersen is the Director of Corporate History. Employed by Shure Incorporated since 1976, he is a contributing author to the 1,550 page reference tome "Handbook for Sound Engineers" as well as the sole author of numerous pro audio technical papers. In his personal life, Michael is a professional musician, published composer of choral arrangements, co-author of a biography about jazz guitarist Freddie Green, and a notorious raconteur.

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