The Edison phonograph monthly (Jan-Dec 1910)

12 Edison Phonograph Monthly, Sept., 1910 Selling the Goods With the return of cool weather lodges begin to resume their regular meetings. Smokers, entertainments, ladies' nights and lodge dances will follow. Why don't you make a proposition now to every lodge in your town ? Write a letter to the Secretary of each calling attention to the comparative cost of a night's entertainment furnished by mediocre amateur or professional talent and that offered by an Edison Phonograph and Records presenting the best and highest priced entertainers in the world. And don't forget to emphasize the cost of the cheapest orchestra that can be obtained with the price of an Edison Phonograph, which offers a catalogue of specially recorded dance Records played by skilled musicians in absolutely correct tempo. Show that the amount expended for an orchestra at a few dances will pay for an Edison, which is a permanent orchestra. And don't forget the recording feature of the Edison, which by itself will furnish the suggestion for many a lodge entertainment. Make a proposition to install an Edison and some Amberol Records on trial. You won't have any trouble in getting permission, particularly if you have a friend or two in the lodge. And when you do get permission don't fail to send your highest-priced Phonograph around, — an Amberola if you have one; if you haven't then send your next best, with Amberola literature enclosed, and be prepared to talk Amberola if your proposition is accepted. An Amberola is the logical instrument for a lodge-room, and furthermore a lodge generally wants the best when it buys. Don't let this lodge tip shoot over your head. Personally you, perhaps, prefer a good lively "rag," a clever topical song or a sentimental "hit." The majority of us share your taste. But we must consider that there are a great many people to whom songs of the popular order are positively distasteful. They are people with highly developed musical tastes. They go into ecstasies over an overture by Von Suppe or Wagner, a Liszt rhapsody or an aria from one of the great operas. Such people are often termed "musical cranks." Whether they are or not is immaterial. The point is that they are enthusi astic and confirmed in their preference for the higher grade of music. Furthermore, they are generally people with means who never let expense stand in the way of gratifying their inclinations. They can be made good, steady Record buyers if the Dealer shows them that he is able to gratify their tastes. Start right now and prepare a series of concerts for the fall and winter, — special concerts. Don't neglect the monthly concerts on the 25th or thereabouts. Keep them up and advertise them in every way possible as public concerts, to which the general public is invited. There are some people, however, who do not care to attend a concert of a public nature. They prefer exclusiveness, and will respond quickly to an invitation which guarantees them that feature. That's why we say "prepare special concerts." Make up a list of present and possible future Phonograph owners who in your judgment would be likely to attend a private concert either at your store or at a hall. Have some neat invitations printed on a good quality of paper announcing the recital and program and mail them out. Let the invitation bear a half-tone cut of the Amberola on the back cover. We'll supply the electro upon request. This is the class of people you can easily sell the Amberola to, and this is the way to do it. Just emphasize the exclusiveness of the affair and you'll have no trouble with the attendance. Make every provision for their accommodation and comfort and you'll make them regular attendants at your concerts, and soon convert them into Phonograph enthusiasts. Be careful with your program. Don't make it top heavy with any one class of selection. Diversify it,— balance it with grand opera, instrumental and vocal numbers of the higher class, and a sprinkling of the lighter order of selection. Many Jobbers and Dealers accomplished wonderful results with private recitals last season, and are preparing now to resume them on a much more elaborate plan. The private recitals paid them — why not you? Some men are so afraid of doing the wrong thing that they never do anything.