The talking machine world (Jan-June 1928)

Atmosphere in the Store People Like to Visit Fox Music Store Because of the Homelike Surroundings By L. C. Smith HOW it is possible to combine the advantages of a "homelike" atmosphere in a phonograph shop and yet not permit the customers to forget what they come for is well illustrated in the furnishings and equipment of the Alfred Fox Music Store in Bridgeport, Conn. When a customer enters the richly appointed salesroom of the Alfred Fox Music Store he is immediately impressed with the roomy floor space inviting him to promenade the full 100 feet length of the store. His interest is doubly held by the elaborate assortment of talking machines on both sides of the store. One of the first objects he sees is a businesslike, flattop desk placed in the center of a group of comfortable-looking wicker chairs. This desk is located directly in the path of a niche in the wall housing six listening booths. Several flower plants and a small but beautiful soft carpet occupy the center of this valuable space. "But will the 'homelike' atmosphere detract from the business angle when it comes time to 'close'?" we asked Alfred Fox, the owner. "That's just the reason I put the desk where it is," Mr. Fox replied. "I want the public to feel that this is a business institution, and that we are here to sell talking machines and to get the 'signature on the dotted line.' I have often observed," Mr. Fox continued, "that it is much easier to persuade a prospect to 'sign up' if this prospect sees someone else signing for a set right under his eyes. That is why we believe in transacting the final step in the sale right out in front for the whole world to see." In addition to the psychological effect of having a business desk in the reception space, this location also permits the salesman to be in a definite place to answer all the inquiries regarding talking machines and recordings. Needless to say, Mr. Fox has the usual counter and cash register combination in the front of his store, but when it comes to closing the talking machine sale he prefers to divert from the strictly commercial surroundings and make the sale more inviting with a little "homelike" atmosphere. Music Merchants' President Addresses RMA Luncheon C. J. Roberts, President of National Association of Music Merchants, Tells of Advantages of Selling Radio in Music Stores New York and other members of the radio and music trades met recently at the Hotel Commodore, New York City, at the monthly membership luncheon of the Radio Manufacturers' Association and heard C. J. Roberts of Baltimore, president of the National Association of Music Merchants, on the advantages and also the difficulties of selling radio through the music merchants. To-day the music dealer, Mr. Roberts told his audience, is the natural distributor of radio and he predicted that the music merchant would become the predominant factor in the retailing of radio. "In the public consciousness," said Mr. Roberts, "radio is music. About ninety-five per cent of broadcasting programs consist of music and if it wasn't for the music on the air the interest in radio would be comparatively small. The price range of radio makes it possible for every home to have a receiving set and there should be one in every home in the country. "Radio is doing more to establish the Ameri can home and build up home life than possibly any other commercial influence. And the sale of pianos and radio goes together. The radio stimulates the desire for the use of all other forms of musical instruments." The troubles of the music merchant in handling radio in the early years of the industry were detailed by Mr. Roberts, who said that many music dealers had been "stung" in handling radio because of many factors attendant upon the development of a new industry. Sets became obsolescent quickly, trade discounts were not stabilized, and there were many other unfortunate trade practices which had operated to the discouragement of the music merchant in the handling of radio some years ago. But to-day, according to Mr. Roberts, virtually all of these early major difficulties have passed with the improvements in the radio industry, the reliability of the modern receiving set and apparatus making less demands for service. Mr. Roberts stated that while trade discounts still caused some hesitancy and complaints on the part of music merchants, the question of servicing radio to-day was "almost non-existent." "The music merchant is the natural outlet for radio," continued Mr. Roberts. "When people think of radio they think of music, and when they think of music they think of their music merchant. The latter is an experienced instalment collector and has an experienced sales force, together with surroundings equipped for the demonstration of the beautiful modern receiving set. Radio is so greatly improved that service is no longer the problem it once was." Mr. Roberts also suggested that piano tuners, including high-grade men for the most part, presented a field of recruits for radio service work. An invitation to radio dealers to join the National Association of Music Merchants was presented by Mr. Roberts, who outlined plans for the June National Convention of his Association in which radio will have a prominent part. Major H. H. Frost, first vice-president of the RMA, presided at the luncheon and among the guests were Edward Ingraham, a director of the Federated Radio Trade Association, Irwin Kurtz, another director of that Association and also president of the Talking Machine and Radio Men, Inc., of New York City, and Delbert L. Loomis, executive secretary of the National Association of Music Merchants Udell Line to Be Shown in New York April 5 to 17 Indianapolis, Ind., January 4. — The Udell Works, of this city, makers of cabinets, including a complete line for radio sets, will exhibit at the New York Furniture Exchange, space 314, 206 Lexington avenue, New York, from April 5 to April 17. The Udell organization has not shown its line in New York for several years, but repeated requests from Eastern salesmen and dealers brought about a decision to do so. Radiotron Prices Reduced Reductions in list price of several standard types of Radiotron tubes have been announced by the Radio Corp. of America. These new prices, which were effective on December 17, are as follows: UX-201-A, reduced to $1.50 ; UX-112 and 112-A, to $3.50; UX-171 and 171-A, to $3.50; UX-240, to $2, and UX-874, to $4.75. G. M. Reese, Jr., in New Post George M. Reese, Jr., formerly with the Gewehr Piano Co., Wilmington, Del., is now connected with the Robelen Piano Co. of the same city. Mr. Reese was with the Victor Talking Machine Co. for a number of years and has a thorough understanding of merchandising problems of music retailing. JSMS WWWW W -r W W W W M W W 3£ W WWM W W WW — '! W WW W WWWW^MMWWW* Another AUDAK Achievement The complete story of the new Audak Reproducer is told a bit further on in this issue. See 2-page insert in colors Between Pages 34 and 34a ,! ■' si? u u in m aii is m m m m u ;j, m MMW^rm in m m m mm mmmwmmmmmmmm.m' 16