The talking machine world (Jan-June 1919)

January 15, 1919 THE TALKING MACHINE WORLD 13 Making the Show Window the Dealer s Greatest Trade Promoter and Profit Maker By j. a. Parsons The arrangement of a talking machine window is, of course, a matter of individual taste. There are a great many dealers who ignore the value of their show window altogether; they forget that it is one of the greatest trade promoters and profit makers in the advertising end of their business, and in this connection its possibilities as a means of attracting and interesting the public should never be overlooked. The dealers in the talking machine trade have been fortunate in the fact that manufacturers have been most generous in providing specially arranged window displays, which when properly presented are most efifective in their results, and give the talking machine dealer's window a distinctiveness that makes his store stand out among those of his neighbors in a manner that creates favorable comment. Too many dealers, however, do not take pains in properly arranging or presenting these window displays prepared by the manufacturers with the result they make a sloppy, cheap, unfinished appearance that does anything but help the dealer or the products he handles. It should be kept in mind that the window displays prepared by manufacturers represent a large investment, and, just like the literature they issue, should be utilized in a most painstaking way and brought correctly to public notice, because everything is being done with the object in view of aiding the dealers, and bringing the products they handle before the public in a way that will bring the best results. Some of the modern displays testify to the rapid development of art in advertising as far as window displays are concerned, and in cards and other forms of display pictorial impressions are conveyed that represent really clever artistic work. There is a tendency, however, on the part of many dealers to crowd their windows unduly, particularly where cards are used, giving the impression of a bargain display in a cheap drygoods store with the prices tagged on. Simplicity, after all, is the great key to success in window display and where special window designs are arranged, such as those furnished by the manufacturers, nothing else should be used. The window scheme should be adhered to in its purity without any additions. Where the dealer prepares his own window ■■■ I The Window an In | ■ dex of the Character B B of theStore and Those | 1 Who Conduct It. . . 1 he should keep some central idea in mind, either a special machine, or a certain series of records. The latter might be utilized in the event of the visits of opera or concert singers. A photograph of the artist might be featured surrounding it with a number of his or her records, then balancing the remainder of the window space in a manner that will not detract from the central subject. One thing should be remembered, that it is wise to get away from trying to get too much in a window, and this, as just remarked, is a ten dency that is growing these days, owing to the amount of cards and illustrations in connection with record displays which are furnished dealers; they are often used indiscriminately and without a proper sense of appreciation of their worth. The psychology of window display should also be considered because the window is an index of the character of the store and the man or the men who run it. The attractive window means the attractive store; it means that it is conducted by people who are particular and precise in their dealings, who believe in carrying the highest class goods, and who boast of a sales force that understands handling customers intelligently and with proper consideration. A TALKING MACHINE MAN'S LETTER Sends Interesting Communication in the Vernacular of the Trade to His Son "Over There"— Key to Why Son Won Out An employe of a talking machine company whose son had left the factory to take part in the Great Adventure "over there" hit upon the idea of writing to his son in the gramophonic terms familiar to both in their working hours. This interesting epistle was the result: "My Dear Boy: — The matrix and I send you our best love and good wishes, and express the hope that this old turntable of a world, which at present doesn't seem to run true, has not wabbled enough to spoil your record and the harmony of your existence. At present there would seem to be a knock in the motor that runs the old turn-table. Possibly this is the sound of the guns of Freedom hammering the spirit of Justice and Democracy into the slaves of the Kultur of the Beast. "Whatever you do, son, remember while you are over there never to run ofif-centre. A man who runs off-centre spoils his record and creates discord. You have good stock in you, boy, for you're a Yankee product, so keep your record bright and shining. You bear the label of Columbia, which is recognized by friends and enemies as a mark of quality. Live up to your label. You are not absolutely flawless, but I trust that the needle of life may not meet you with many bad spots in your record. The only perfect Master Record was made two thousand years ago; there hasn't been an absolutely perfect one made since. "Be sure your motor is fully wound up before you begin the music that is to make Fritz dance. Don't get run down. If you notice any signs of it you'll always find a crank willing to wind you up. Above all, boy, don't lose your spring. "Run steady, true, and regular, son, and remember we are all at the back of you, to the last needle. "With best wishes for a safe return. — The Governor." STUDYING FOR A COMMISSION William Dane, formerly manager for the Putnam, Page Co., of Peoria, 111., and a specialist in Victor sales work, has been making his headquarters for some time past at Pelham Park Bay, N. Y., undergoing preliminary training prior to entering Princeton for a special course which will give him a commission as ensign in the U. S. Navy. Prior to his appointment to this school Mr. Dane served as "radio operator" aboard the U. S. S. "Lamberton," which is one of our latest, best equipped and fastest destroyers. The line of demarcation between luxuries and necessities is hard to see — when the necessities insist on masquerading as luxuries. 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