The talking machine world (July-Dec 1924)

126 THE TALKING MACHINE WORLD July 15, 1924 [Editor's Note — This is the fortieth of a series of articles by William Braid White devoted to the various interesting opportunities which prevail in the domain of education for the retailer of talking machines. The subject is one of great interest and we commend these articles to the consideration of all who are devoting attention to the featuring and developing of the musical possibilities of the talking machine.] What Sells Talking Machines? Without splitting hairs, we may say generally that the value of a talking machine is best judged by the musical results it gives. There is no need to discuss the question whether the quality is all in the record and the function of the machine merely to transmit that quality neutrally into audible form or whether the machine can and should impart some needed element in the ultimate result. I have my own opinions on the subject. The point is that, so far as the ultimate consumer is concerned, what is important is the musical result. How does the music sound when it is turned on? The question is here brought up for the simple reason that every so often the talking machine trade goes through a season of belief in price and not in what, for want of a better term, may be called "tone." What does sell talking machines, anyway? The question answers itself to a certain extent, for, of course, when the price is low enough, then that is the commanding element. Tone Does Sell On the other hand, since obviously the vastlygreater number of talking machines must be sold on their reproduction merits, it is evident that the art of selling must largely be an art of bringing the public mind to realize, appreciate and desire the reproduced music which the machine makes available. What, then, as said before, I shall rather roughly and unscientifically call "tone" is the most important element in general talking machine selling. Anyone who knows anything at all about practical demonstrating knows that there are vast differences between the results obtained even from talking machines of the same make, and that these differences hang upon very small and easily neglected details. Merely as a matter of selling technique, it is, therefore, highly important to take every precaution to see that the surroundings in which hearings are to take place are carefully arranged for the best results and, furthermore, that the general principles which underlie good reproduction are understood and applied. Conditions of Good Reproduction In the first place, the size, construction and arrangement of the hearing rooms are extremely important matters, although no feature of retail store administration is likely to be less scientifically considered. The fact, of course, is that the hearing room furnishes the stage upon which is played the drama of the sales; and the preparation of this stage is quite as important as the dialogue of the play. In the first place, then, comes the question of size. We must here distinguish between rooms intended for record hearing and sale and rooms in which talking machines are to be demonstrated and sold. The record business stands quite by itself. The customer wants to hear the music, but does not want to consider closely the reproduction; for, in any case, there is a machine at home on which the record is hereafter to be played; which is why in some stores lately the record hearing room is being augmented by a counter equipped with a row of turntables, each with its sound box, tone arm and individual ear-piece, which latter takes the place of the usual amplifying horn. It is known as the Audak. Each prospective record buyer thus takes up only the same space that he or she would occupy at the selling counter and the results are in practice quite satisfactory. Plan Hearing Room Carefully On the other hand, the machine demonstrating room must be most carefully planned. If space permits it is best to have at least two rooms, one large and one small, each simulating the style of a living room, but the one assimilated to that chamber in a flat or small bungalow and the other to the central hall of a larger house. In these days almost everybody lives in surroundings which call for either a quite large or quite small living room; and the hearing spaces in the store may well be aranged accordingly. On the other hand, it is best to have both large and small, both high-priced and cheaper, machines in each room. The small-room people may want an expensive fine console, or the others may want something smaller than they really ought to have. The ability of a small instrument to fill a large space can then be tested on the spot and in this way sometimes a mistake by an insistent customer can be remedied before it is committed, to use an hibernicism. Floors, of course, must be covered and the furniture should look as much like that of the ordinary living room as may be possible, simply because it is best to have customers at their ease when they are listening. Eliminate Noise And what is still more important, each room should be as nearly as possible sound-proof. This is a point which is not always appreciated at its true value, but it is really very important. If one proposes to demonstrate a high-class talking machine to a high-class customer and to show how beautifully it renders music, what worse than to have foreign sounds from other rooms interfering? And now about the main question of demonstrating under these conditions, assuming that all surrounding circumstances are satisfactory. Records by Favorites Unless the customer is hopeless from the start and has no interests outside dance music, it is always well to have on hand in each hear NEW IMPROVED Fulton 'AUTOMATIC" Portable Model No. 25 Sample to flji o Cf| Discount in *p I^.OU Quantities Dealers Size 13 x 13 x IVi" Wonderful Loud, Clear Tone. Mahogany finish or Leatherold covering. Weight, 13 lbs. CASH WITH ORDER This remarkable new portable is equipped with a durable motor, and a new feature patented throw-in-arm. No parts to disconnect when closing up. Simply close the lid, and the tone arm falls in automatically with it; open the lid and the tone arm comes up in position ready to play. Phonograph and Accessories. Repair Parts for All Makes. Puritone and Truetone Needles at 25c per M in lots of 10 M and up. 253 Third Ave. New York City Fulton Talking Mach. Co. ^£29 ing room a set of records specially chosen to represent the best average result's in every style of music, vocal and instrumental. It is always well to use records by known favorites like Galli-Curci or Mabel Garrison, sopranos; Louise Homer or Julia Culp, contraltos; Caruso or McCormack, tenors; Ruffo and Witherspoon, bassos. For violin records Heifetz or Fritz Kreisler, for 'cello the incomparable Casals (Columbia), for piano Alfred Cortot or Paderewski, for orchestra the Philadelphia Symphony or the New York Symphony (Columbia), and so on. I have chosen just a few names which come to mind and which represent to me hours of enjoyment and aesthetic pleasure. Any machine can play loudly if a loud needle be used. Fibre needles are decidedly advisable in many, if not in most, demonstrations for Victors and machines which approach the Victor system in any way. For Edison, Cheney and other specialized machines the instructions issued by the manufacturers should most carefully be followed in the effort to obtain mellow, pleasing tonal results. It is impossible to exaggerate the value of careful study of the machines one is selling in finding out how to obtain from them the very best results. Here comes in the art of demonstration; and in the talking machine business the art of demonstration is the art of selling. Radialamp Is Popular The Radiolamp Co., New York City, which recently placed on the market the Radialamp, a combination library lamp and loud speaker, reports this new product has met with decided approval upon the part of the public. Since its introduction a large number of radio distributors and prominent dealers have taken on the Radialamp and repeat orders are already being received. An energetic sales and advertising campaign has been placed behind the Radialamp and it is rapidly becoming widely known. Sonora on Exploration Trip The Sonora portable was a treasured member of the Third Asiatic Expedition of the American Museum of Natural History on its trip during the Summer of 1923 through the Gobi Desert of central Mongolia. One of the members of the expedition stated that no other thing gave as much pleasure as the Sonora. Interest in Shelton Motor W. G. Maginnis, of the sales staff of the Shelton Electric Co., New York City, recently completed a trip through the Middle West, where he found business conditions averaged good. All those called upon seemed much interested in the Shelton motor and all predicted good business for this Fall. The Schroeder Piano Co., of Pittsburgh, Pa., has established two branch stores in neighboring towns, one in Monongahela and the other in McConnellsburg. J. F. Strouse, of Pittsburgh, has been appointed manager in the latter place. O T O R S Ready for Delivery Double Springs; play two 10-inch Records; suitable for Portable Phonographs. Sample, $3.75. Larger motor playing two to three 12-inch Records; suitable for Phonograph selling for $100. Sample, $5.75. MERMOD & CO., Telephone Ashland 7395 N. Y.