The Edison phonograph monthly (Jan-Dec 1916)

EDISON PHONOGRAPH MONTHLY, FEBRUARY, 1916 From Factory to Jobber and Dealer A WORD TO COMBINATION DEALERS HOW many dealers who handle the Edison Diamond Amberola and also the Edison Diamond Disc share the feeling expressed by the combination dealer who said: "Naturally I like to sell a Diamond Disc better than a Diamond Amberola, because the sale runs into more money and I make a larger profit than I would make on the sale of several Amberolas; consequently, I am not pushing the Amberola line." Is this the right attitude to take? We freely concede that an Edison Diamond Disc Phonograph can be sold to anyone if the right salesman is on the job; but thousands of cheap "talking machines" are being sold because the right salesman is not on the job or doesn't get hold of the customer before he buys. Now there is no comparison as to musical quality between the Diamond Amberola and ordinary talking machines. The Diamond Amberola is incomparably superior. If you have made the curtain test suggested in the December number of the Phonograph Monthly you know this is true, and the people who heard the curtain test know it is true. There is a field for a moderate-priced soundreproducing instrument. It is impossible for you to get in personal contact with every person in your locality who is going to buy some kind of soundreproducing instrument during the present year. There are a lot of people who are planning to buy talking machines without a great deal of investigation. Many of them will have their minds made up to pay less than $100. If you actually get in personal contact with these people you can demonstrate the Diamond Disc Phonograph and get them to make a larger expenditure than they had planned, but, if left to their own devices, some will go where a low price is advertised. Therefore it behooves the combination dealer to keep the Diamond Amberola and its moderate price before the public by advertising and circularizing. Don't run your Diamond Amberola ads as a postscript to your Diamond Disc ads. Run them separately; always advertise the prices; emphasize that the Diamond Amberola by actual curtain test is a better musical instrument than any talking machine at double the price. Do some good circularizing along similar lines. Try this and see if it doesn't work out. If you think that there is no demand for Amberola phonographs in your locality, just put one of the $75 Diamond Amberolas in some store that is not handling phonographs and have it played for two or three days. Have someone present to see what the comments are and see how many names he can obtain of persons who manifest an interest that could be turned into an intention to buy. This experiment can be worked better in some other store than your own, because the novelty of having a phonograph in a store where none has ever been before will cause visitors to be more free in their comment than would be the case if they were in a store where phonographs are sold. ASSISTANT EDITORS A REAL NEED We want some assistant editors. Now that the Phonograph Monthly is printed solely in the interest of the Amberola line, we do not have the same amount of material to draw upon as when it covered the Diamond Disc line as well. For the March issue of the Phonograph Monthly we want upwards of twelve interesting letters about the Amberola line, that will be helpful to other dealers. If you cannot write one of these letters, write us one telling us what you think we ought to do to make the Phonograph Monthly more interesting to you and other dealers. Or it might do us some good if you now tell us some of our shortcomings. Possibly you have nursed a grouch for some time; if so, get it off your chest right now. If some one else is responsible for the trouble we will see that he gets your letter. Come now, be a good fellow. Be an assistant editor of this publication. APPEARANCES COUNT How much thought have you given to the real beauty of Amberola cabinets? For neatness and design, proportion and finish we think they far surpass the cabinets of all talking machines. The idea back of these designs is to make them so universally tasteful that they will please everyone and fit in with the furnishings of most any room, as nearly as that is possible. While no one would buy an instrument solely for its cabinet, at the same time an attractive housing of the mechanism goes a long way toward making it easier to close a sale. MR. RAPKE TO CONTINUE TRAY LABELS Some months ago Victor H. Rapke, of New York City, who for several years has been furnishing tray labels for Edison Blue Amberol Records, announced his intention of discontinuing the service. Feeling that there was a real need for these labels we sent out a circular to Amberola dealers telling them of Mr. Rapke's decision, and asking the opinion of dealers as to the advisability of our taking it up. A very large number of cards were received, most of which urged the continuance of the service. While these replies were coming in Mr. Rapke reconsidered his decision, and announced that he would continue the label service as before.