The talking machine world (Jan-Dec 1910)

THE TALKING MACHINE WORLD. The Columbia Grafonola "Regent" meets a distinct demand and it sells itself every time you give it anything that looks like a "prospect" STUDYING ONE'S CUSTOMERS. A Profitable Chat During Which Our Special Correspondent Hears a Good Trade Story, and Passes It Along to World Readers. There was a delightful quality of balmy spring in the air; even a faint earthy odor from the distant fields came with a pleasant tang to the nostrils as I wended my way down Chestnut street. Every face I met seemed overspread with > a new cheerfulness due to the time of year and the beautiful morning. As I crossed the street it occurred to me that Flanigan, of the traffic squad, beamed upon me with more than his usual good humor, and remarked on the "iligant" weather. It was just the kind of a morning to send one news hunting, and I then and there decided to visit my friend Jones and endeavor to glean from him something of interest to The World and its readers. I found him busily engaged in superintending the dismantling of his Easter window display. "Hello, Middleton!" he called to me from behind a papier-mache choir loft, at the same time throwing a rosy-faced altar boy of the same composition to one of his clerks and coming forward to greet me. "Don't let me interfere with your labors," I said, moving towards the door; "I can call later." "No, don't go," he replied. "The boys can finish this job, all right. Come in the office, will you? I have something of interest to impart. I take it for granted that is what you came for," he added, laughingly. After we were seated and our cigars lighted, Mr. Jones launched forth as follows: "What I have to tell you may not be very valuable from the standpoint of a trade journal reporter, but it proved to me very conclusively one thing, viz.: that it pays the 'talker' man to take stock of every customer who calls, for by so doing he can arrive at a conclusion regarding his wants in the record line, and, therefore, wait upon him intelligently. For example, the other afternoon an elderly gentleman, very erect, and with a certain easy swing to his walk which bespoke the soldier, came into the store. This opinion was strengthened by his broad-brimmed Stetson with a tasseled band and the gold-mounted cane held saberwise against his hip. "Did you wish to hear some records, sir?" I asked. "Yes," he answered falteringly, "but I guess I shall have to leave the choice of selections to you, as I am not very well posted upon such matters." His voice was low and rich, and he spoke with the careful deliberation and precision of the perfect gentleman, and I sized him up at once as an ex-officer of the Union Army, and therefore naturally interested in records of a military character. I played "Just Before the Battle, Mother," which brought tears to his eyes. There were several other selections also to which he took a great fancy, among them "A Call to Arms" and "Marching Through Georgia," but the climax came when I placed "Sheridan's Ride" upon the mandrel. He sat perfectly still in his chair, gripping the arms hard with his gloved hands, and when the last bars of "Columbia, the Gem of the Ocean," of which the orchestral finale consisted, died away, he was greatly moved. "A very wonderful record, sir," he exclaimed, brokenly. "I assure you it brings back the old days very keenly." After he had finished purchasing records, as he seemed in no hurry and I was not busy, we had a most delightful informal chat, and when he departed he left his card and a kind invitation for me to call and see him. I was so taken with the old chap that when, a few evenings later, I found myself in his neighborhood, I decided to look him up. A white-capped maid answered my ring and ushered me into a wide hall. Prom beyond the portieres as I fumbled for my card I heard the voice of my old soldier and the high-pitched laughter of children. Search as I might, I could not find a card, so explaining to the maid that I would AN EDUCATION IN PATRIOTISM. dispense with that formality, I relieved myself of hat and coat and prepared to make my entrance. Just then I heard a boy's voice ask pleadingly "Can't we have the 'Sheridan's Ride' record, please, grandfather? And can't I hold your sword while it is playing? I am to be a soldier, too, some day, you know, and there is nothing like beginning early." I waited for the reply. It came in the form of an enthusiastic affirmative and then before I could make my presence known the sweet strains of the introductory, "The Dawn of Day" filled the room and held me spellbound with its beauty. I made another attempt to enter at the close of the selection, but before I could do so the confidential tone of the old man's voice stopped me. "Jack," he said, drawing the boy close to him, "there is something in connection with that record I want you to become familiar with. I have never had the courage to tell you before, but somehow to-night I feel it would be best for you to know. I want you to hear this, too, Edith," he called to a little girl playing before the fire. She laid down her doll without a word and took up a position beside his knee. The old man lit a cigar, puffed awhile in silence, and then began: "Do you remember, children, during our trip to your uncle's ranch in Montana last summer the flock of sheep we saw stampeded by a coyote and how after the poor things had first scented danger they crowded together with heads high, sniffing down the wind with nervous, quivering nostrils, and then, as they saw their enemy, dashed wildly away, eager only to escape a terrible foe? Do you remember all that, kiddies?" "You bet!" cried the boy excitedly, "and then dear old Phil stopped that stampede in no time and chased the coyote a mile. Nearly got him, too," he added reminiscently. "That is just what he did, dear old Phil, the greatest sheep dog in Montana," echoed the old man proudly, then continued, "Jack, General Sheridan, in his great ride from Winchester, did for us exactly what old Phil did for those sheep. Our leader had gone to Washington to confer with the Secretary of War on business of vital importance to the whol? Northern army, and we were more or le;s demoralized in consequence, so when the rebels, taking advantage of our weakness, stormed down upon us, we broke and ran, and just as utter defeat seemed imminent, the quick beat of hoofs came to us from afar, and then through a smoke cloud which enveloped us a horseman dashed. His general's uniform was covered with dust, his boots mud-spattered, and his steed, a noble animal, black as coal, with flaming eyes and quivering flanks, though nearly exhausted, still showed the mettle of the true thoroughbred. With sword waving high, he rode among us, stemming the tide of retreat and by his wonderful magnetism leading us back into the fray and on to victory." The old man ceased speaking, and looked hungrily at the boy on his knee. "Tell me, Jack, were 'we cowards?" "Cowards, nothin'." the boy replied authoritatively. "Old Phil got there in time to save you, didn't he, just as the other old Phil saved the sheep up in Montana?" "Yes." "Well, that was all right then, grandfather; you weren't cowards," and then hugging the sword tightly to his breast, he cried with a great yearning in his young voice, "Gee! how I wish I had been there." Thinking this a fitting time to make my presence known, I parted the portieres and entered the room with a cheery "Good evening, Colonel." My host greeted me with much courtesy and we spent a very pleasant evening together. "Now, can't you see, Middleton," remarked Jones, turning to me as he finished his story, "how interesting it will be in the future to study my customers, and, perhaps, learn to anticipate their wants as I did the Colonel's, and form other friendships, too? Who knows?" I thoroughly agreed with him and told him so. Howard Taylor Middleton. NEW MANAGER IN SYRACUSE. Carroll Koon, a well-known musician and organist, has been appointed to the position of manager of the new talking machine department established by Leiter Bros., Syracuse, N. Y. The company handle Victor machines and records, and have given much attention to the equipment of their departments. If a good idea should strike you, don't let it catch you off your guard.