The talking machine world (Jan-June 1928)

14 The Talking Machine World, New York, January, 1928 Windows That "Sell"— Creating Sales Through More Elective Display Methods {Continued from page 12) Moll at Washington, Hardman-Peck sibilities of troit, De on Fifth avenue, New York, and the establishment of the astute Chester Abelowitz on the intelligently arranged windows. Since then the department I conduct has carried out in New York and in Chicago demonstrations of one hundred dealers' windows in a given week; a rather unusual accomplishment for a musical specialty line and excelled, perhaps, only by drug store or grocery-store package demonstrations conducted by manufacturers of nationally distributed products. The company I represent now has on the road crews of expert window decorators who are spreading the gospel of good w i n d o w s chiefly among the dealers However, any shop selling crepe paper can produce samples of soft-toned decorative paper, which is quite appropriate to the average musicwindow. Moreover, the manufacturers of this decorative paper hand out, for the asking, booklets explaining its use and in the absence of more expensive draping good crepe paper properly used forms a most effective trim. Our window trimmers have proved this by making use of crepe paper in some of the most exclusive music stores in the country, although 1 will admit that in such windows the use of crepe paper was somewhat restrained and was ^pplemented by window cards and our own effective dealer helps. To the merchant who has paid no attention whatever to his window, however, this form of decoration can be recommended as "better than nothing,'' and even that merchant should take heed of the much-needed reform in the music trade, which is that of using some one piece of merchandise in an effective setting. same great thoroughfare, are only a few houses where artistry in window decorating is combined with the selling appeal. But, oh, the horrible examples; not only in the provinces but within a stone's throw of every house mentioned above. There's no doubt that a musical saw, or any other jazz band adjunct, belongs in a complete musical store, but surely its place is on display with a company of its mates rather than leaning against a truly great grand piano of national fame. And yet I have seen just that sort of a display, as I have also seen all the appurtenances of the trap drummer's art backed by a great internationally known phonograph, which was surrounded by pictures of great operatic singers. And yet when put to the test the average music man can produce windows with a selling appeal, but for some occult reason it seems that he must be "spurred" to that businessbuilding and business-bringing action. My first real interest in good windows from a crusader's point of view occurred about two years ago when I helped promote a window display contest among Atwater Kent dealers in Philadelphia. Cups were offered as trophies, and there resulted sixty-three windows which competent merchandising authorities said were perhaps the greatest concerted display of a specialty product ever shown in an American city. Moreover, many of the windows were pictured in trade journals as unusual examples of "selling windows." The chief prizes were won by neighborhood music stores not previously interested to a great extent in the selling pos Two Fine Examples of Artistic Atwater Kent Window Displays who think that expensive plush drapings and artistic special settings are necessary to make an effective selling window. In behalf of the merchandise I represent, 1 frequently tell dealers that I would rather see, for good results, an exclusive display of our product once a week than a two-weeks' showing surrounded by merchandise with a diversified appeal. Crepe paper has been extensively used in the drug store and grocery store trade in a manner that would offend the eye of the average music lover or music prospect. The use of varied strips of yellow and red crepe paper in the window, drawn fan-wise to a common center where a tube of tooth paste or a can of beans is on display, is appropriate perhaps for selling merchandise costing a quarter or less. Radio Table of Spanish Design Introduced to Trade A new radio table of Spanish design, finished in mahogany to match the model 17 RCA Radiola, and equipped with model 100A RCA speaker, has been announced to the trade by the S t e 1 1 n e r Phonograph Corp., New York, one of the pioneer manufacturers of radio cabinets. A unique feature of this new product is the slope of the cabinet, which permits the sound to be thrown upward from the speaker. An attractive grille covers the speaker, which is insulated with rubber to prevent distortion The "Stenola" trademark of the Stettner Phonograph Corp., under which the new Radiola table will be marketed, is well-known throughout the music-radio industry. H. G. Phillips in New Post H. C. Phillips, formerly with the Radio Sales Corp., Seattle., Wash., is now a member of the sales staff of the Spokane, Wash., branch of Sherman, Clay & Co. Mr. Phillips has been identified with the Seattle trade for a number of years and has been active in association activities. The M. & M. Music Shop, Durango, Colo., recently moved to new and larger quarters in the Maytag building on Main street. Welcome to Our New York Office and Display Room It is with pleasure we announce the opening, early in December, of a New York City office and display room — Suite 607, Brunswick Building, 225 Fifth Avenue — in charge of Mr. James H. Wilcox, widely known in the Record Album field. A new patented type of Record Album will be on display in attractive bindings. Write for a 1928 National Record Album price list — it will pay you. National Publishing Co., 239*245 South American St., Philadelphia, Pa.