The talking machine world (July-Dec 1924)

20 THE TALKING MACHINE WORLD August 15, 1924 Store Door Playing Menace to Radio Sales Unthinking Dealers Who Arrange "Public" Demonstrations in the Windows and Doors Create Nuisance and Deliberately Kill Sales The practice of many retailers of hooking up a radio in the window or near the door of the store to which is attached a loud speaker, ostensibly to attract the attention of passing pedestrians to the fact that radio is handled, is becoming a menace to radio sales, according to leading members of the trade, who declare that the uncontrolled and raucous noises issuing from unregulated and unattended radio sets are giving the public a false impression of what really excellent results can be obtained from a radio set. Furthermore, it has been pointed out that this practice is creating a nuisance in that the annoyance caused is resulting in considerable indignation on the part of other business men in the neighborhood and persons residing within hearing distance of the continual noise. No Way to Demonstrate The radio receiving set is an extremely sensitive instrument and to get the best results careful adjustment is necessary. Loudness is often achieved at the expense of clarity and pleasing tone. And that is the great trouble with* most retailers who are trying to attract public attention to their wares in this way. A talking machine man who also handles radio told the writer that recently he visited a little town in the State of New Jersey and when he alighted from the train he heard a puzzling noise coming apparently from the business district. Having some time to spare he decided to trace the sound to its source and after walking four or five blocks was astonished to discover that it emanated from a music store in the entrance of which was placed one of the largest amplifiers he had ever seen. A few doors away on the same block was a radio store and this dealer for his own information decided to make some inquiries regarding the amplifier. He evidently touched the radio dealer on a sore spot for in response to his inquiry this chap declared: "No, we haven't any and we don't want to handle any of the d things. Isn't that noise enough?" That is the general attitude of most people who have something of this character inflicted upon them day after day. Live Merchants Against Practice All intelligent retailers interested in the progress of radio are firm in their opinions that this practice of setting a loud speaker in the window or door of the store so that everyone within a block or two can hear is extremely harmful to business. This attitude of the progressive type of dealer was exemplified at the last meeting of the Talking Machine and Radio Men, Inc., at the Cafe Boulevard, New York City, when Irwin Kurtz, president of the Association, came out in strong and unmistakable terms against the practice. Mr. Kurtz did not mince words and he stated that already some action was contemplated by city officials to prohibit all playing of talking machines, radio, etc., in front of stores so that the sound reaches to the street in such a manner that it becomes offensive. One thing is sure, the warning against this short-sighted practice cannot be sounded too strongly. Murdering Business The dealers who create a nuisance in this manner, whether it be in connection with talking machines or radio, are simply murdering their own business, to put the matter bluntly. The neighborhood dealer who depends upon the people residing near the store for the bulk of his business certainly cannot afford to antagonize his customers and prospects against the store and the product he is so noisily and ineffectively trying to attract attention to. Neither the radio nor the talking machine business is a circus proposition and the ballyhoo methods of the circus will not get any results, but on the contrary the animosity aroused by too loud store door playing is premeditated murder of sales opportunities and the development of the radio and talking machine business on a sound, stable business. Alternative in Demonstration of Radio There is a better way of demonstrating radio. Briefly, by staging public demonstrations in the store with an attendant in charge of the outfit at all times, a man who has the ability and knowledge of radio which are so necessary in the successful merchandising of this product. The dealer can use his mailing list to good advantage in this respect and thus secure the attendance and attention of the people who are most likely to be prospects for this merchandise. One dealer sends out a letter setting forth the most interesting parts of the program on the night of the store demonstration and wind ing up with an invitation to come in and hear this entertainment. There is no suggestion of commercialism in the letter and the people come, for his store is always crowded with eager listeners on these evenings. Mention of other dealers who have found this manner of demonstrating exceedingly successful has been made from time to time in The World. At any rate, this is the dealer's best bet if he wants to place his radio business on the dignified and profitable plane it deserves. It is the one really effective way in which the true merits of the radio as a medium for entertainment can be brought home in a forceful manner to the public. Instead of retarding it promotes sales and not only does the dealer profit but the business as a whole progresses. On the ether hand, the store door method has an exactly opposite effect. In short it kills sales and drives away prospects and customers for both radio and talking machines. When a practice such as this results in complaints on the part of the public and officials begin thinking of taking direct action to prohibit this form of "advertising" the moral should be so clear and simple that it should be realized by even the dullest and most short-sighted dealers in the business. Ray Miller Scores With Atlantic City Visitors Ray Miller and His Brunswick Orchestra are achieving signal success in the Cafe Beaux Arts at Atlantic City, where this popular orchestra leader and exclusive Brunswick artist is fulfilling a Summer engagement. A feature of the impromptu entertainment provided by Ray Miller is "Brunswick Night," when every lady present is presented with a Brunswick record, which is a recording by Ray Miller and His Orchestra. Every Thursday night is "Clown Night" and many well-known vaudeville and moving picture stars are usually present. In addition to Ray Miller and His Orchestra, the Cafe Beaux Arts presents the Mound City Blue Blowers, a unique organization discovered by Ray Miller, which also makes Brunswick records exclusively. Real Portable Phonograph "Money Maker" For Alert Dealers This machine is in every way an instrument extraordinary — in purity of tone, musical quality and volume of sound. Light and takes up very little room. The demand for this model will be big, because it is ideal for picnics, outings, camps and cottages, yet with its clear, distinct, mellow tones and pleasing appearance it is equally suitable for the home. A medium priced machine that will make you money. Order at once. Manufactured by MODERNOLA CO. Johnstown, Pa. Write for our Special Catalog MODERNOLETTE Case, except panels, is made from solid black walnut, rubbed and highly polished wax finish. Twelve-inch feltcovered turntable. Heineman double-spring motor. Weighs twenty-two pounds. $21.00 to dealers. Retail price, $35.00.