The talking machine world (Jan-Dec 1908)

THE TALKING MACHINE WORLD. 21 FROM OUR CHICAGO HEADQUARTERS 195-197 WABASH AVENUE, E. P. VAN HARLINGEN, MANAGER. TALKING MACHINE MEN DISCUSS TRADE CONDITIONS A Very Important and Valuable Symposium Contributed by Men Who Are Leaders in the Talking Machine Trade in the Western Metropolis in Which Some Topics of Exceeding Interest Are Touched Upon in Connection With a Very Careful and Intelligent Analysis of Present Conditions and Future Prospects — The Contributers, Messrs. Geissler, Goodwin, Uhl, Nisbett, Noyes, Feinberg, Fuhri and: Chandler Know Whereof They Speak, Hence the Value of Their Utterances — An Optimistic and Cheering Spirit Prevails Throughout. (Special to The Talking Machine World.) Chicago, 111., Jan. 6, 1908. The World representative has left the reviewing of western trade conditions for the past year, as well as the forecasting of the future, to those best equipped for the task — the men in the trade. The following articles and interviews will be found decidedly comprehensive. In most instances the writers and the interviewed give hints and suggestions from the wealth of their experience which can but prove not only interesting, but helpful to the trade at large: ARTHUR D. GEISSLER. A. D. Geissler, general manager Talking Machine Co., said: "From the viewpoint of the Talking Machine Co., the trade has reason to congratulate itself upon the record made in 1907. The last two months were the only ones that showed a falling olf with us, and the figures for the whole year indicate an increase, as compared with 1906, of upward of 33% per cent. The outlook for the new year seems bright. Trade is certainly comiing back rapidly to normal conditions. I have noticed that every time the Victor Co. has brought out a new and more expensive machine that it has immediately found a demand awaiting it without interference with the sale of the cheaper machines. For instance, we can sell right now more Victor Victrolas than the factory can ship us, and if they should go a notch higher on the price ladder with another type I know from past experience that we would have no trouble at all in marketing it. "You have asked me to go into talking machine tendencies and to touch on factors affecting the past, present and future progress of the trade from a distributive viewpoint. Well, when the contract system of selling talking machines was first inaugurated a great deal was said against it, but all opposition has entirely disappeared at the present time. Dealers are beginning to realize the most valuable assets of the Victor business. It is a fact that they are not forced up against unscrupulous competition. Every merchant going into business is entitled to a fair profit. The Victor Co.'s rigid policy in upholding and maintaining their contract system has resulted in a very much healthier condition in the talking machine trade. "The Victor Co., through their traveling salesmen and other statistics that they gather, are able to ascertain if a dealer is maintaining a sufficient stock for display purposes, and in this way a small dealer who becomes a parasite on the growth of the aggressive and healthier dealer is weeded out, and only those who are willing to carry a sufficient stock for display purposes are kept on the discount list. Then, too, what a relief it must be for a merchant to sell an article, where the price is assured and guaranteed, knowing that the customer cannot go around to his comjietitor and through some subterfuge gain a discount. In the old days, when it was only necessary to purchase two machines and 50 records in order to get the discounts, a great number of 40 and 10 accounts was an impossibility. Now we have on our books probably as many as 40 and 10 accounts, as we have regular dealers. It is not extraordinary for a dealer to favor us with an order running into the thousands; in other words, it is an incentive to put in the stock and push the business. "Another interesting thing to notice is the increase in the country's business. There was a time when the Victor Co.'s stronghold was the large cities and the populaces of the country. Now, I dare say, the greater portion of our business comes from the smaller towns." C. E. GOODWIN. C. E. Goodwin, manager talking machine department Lyon & Healy, said: "The year has shown a decided gain with us, both in wholesale and retail, as compared with 1908. I wish to incidentally emphasize the fact that our retail business is practically confined to the city, as our out-of-town retail business is not 2 per cent, of our sales. As I predicted to you three weeks ago, our city business during December scored a considerable increase over last year, and during the month we sold no less than fifty Victor Victrolas at retail. Our retail charge accounts increased, while our instalment notes decreased, as compared with a year ago,. showing that we got a better class of trade. Our out-of-town wholesale business was not as good in December as last year. Why we should more than hold our own in the city while our dealer friends have fallen off is a mystery to me, unless they got scared, quit advertising and laid down. "One of the most pleasing facts in connection with our business is found in the familiar faces During November, 1907, we referred to our dealers A/^^ inquiries. 64 of these were sent out on the 40l 29th and 30th. December will exceed the average of Nov. 29th and 30th GBT IN LINE Read the page "ad" of letters from Dealers in this number. ''There IS a l^eason'r BABSON BROTHERS " THE PBOPLB WITH THB GOODS " G. M. NISBETT, Mgr. Wholesale 19th St., Marshall Boul. cfr California Ave., Chicago, Ills.