The talking machine world (Jan-June 1928)

28 The Talking Machine World, New York, January, 1928 Dale Wimbrow Records Novelty Songs for Columbia Singing Comedian Tells of "Oshkosh" and of Golfing Troubles in "Roll Right Offa My Green" in Recent Columbia Release Dale Wimbrow, ukulele artist and singer of original comedy songs, recently recorded two numbers for the Columbia Phonograph Co.'s catalog which are scheduled for quick release. Dale Wimbrow They are "Oshkosh" and "Roll Right Offa My Green," two highly novel songs. "Oshkosh" celebrates the Wisconsin City of that name instead of the well-known Southern localities. "Roll Right Offa My Green" is about Anastasia Brown, a golf club assistant, and her boy friend, whose hazard was great. Addicts of "the green" will get a kick out of this record. Book on "The Romance of the Gramophone" "The Romance of the Gramophone" is the title of a book just published in Wellington, N. Z. The book, which was written by T. Lindsay Buick, is extremely interesting and entertaining, tracing the earliest attempts to reproduce the voice of man and going into considerable detail regarding the actual invention of the phonograph by Thos. A. Edison, as well as the development of public interest in the instrument. Space is given to the work of other men in the development of the phonograph, notably that of Emile Berliner. The history of the large companies who entered the field in the early days is also briefly recorded and the book concludes with a description of the improved models that during the past year or so have superseded the old style instruments and the new electric recordings. The volume is a valuable contribution to the literature on the gramophone. Permanent Injunction Is Granted Zenith Radio Corp. The Hon. Charles C. Simonds, judge of the Federal District Court of Detroit, has granted the Zenith Radio Corp. a permanent injunction against Mark's Auto Accessories, Inc., Dave's Auto Accessories and the John Ross Sales Co. and each of them, and their representatives, agents, servants and employes are perpetually enjoined and restrained from directly or indirectly representing, claiming, stating or implying, either verbally or in writing, or by published advertisements, or by any other manner whatsoever, that the radio apparatus known as "McMillan," sold and offered for sale by them, or either of them, is the radio apparatus used by Lieutenant-Commander Donald B. MacMillan on any of his Arctic expeditions, or that he took said apparatus with him to the North Pole, or into the Arctic regions, or that "McMillan" apparatus was ever used by any explorer named "MacMillan" or "McMillan" in the Arctic regions, or by any member of any Arctic expeditions, or commanded by any person named "MacMillan" or "McMillan," or from designating the said radio apparatus sold or offered for sale by .them or either of them as North Pole McMillan, or by any other designation having a tendency to create the impression that said apparatus was used by any person named "MacMillan" or "McMillan" at or near the North Pole or in the Arctic regions. Commander MacMillan used Zenith Radio in the Arctic, exclusively. In addition to the permanent injunction the Zenith Radio Corp. of Chicago was granted the damages it claimed against the plaintiffs. It will be recalled that on November 21 a preliminary injunction was granted Zenith against the above defendants. Leaders in all branches of the industry are optimistic over the outlook for business. Dramatize Radio Through Better Window Displays {Continued from page 27) the store by interest either from newspaper or window, or both. Now, as well as before, radio must have even more interest — remember "that follow through" of your program. When the customer comes to inspect the radio closely, it should be presented under the most favorable conditions. In the department especially it should be presented in as near the atmosphere in which the average home would use it as possible. That home-like appearance should prevail. Let me suggest, just as an experiment, in some part of your radio department, that you put up a window effect, with near drapes, or hang a velour drape about eight feet high, five feet wide. Set a console in front of the drape, set a good-looking torchiere on each side, a rug on the floor, a chair or bench by the radio that invites the customer to sit right down and imagine herself at home with this radio. Then turn on the radio and you have immediately overcome a great resistance otherwise to be done by talk and talk — too often not effective. The customer sells herself. Also leave the other part of your department as it is, sets here and there, no thought to arrangement or eye value or comfort— now with the setting in one end of your department as described above, watch it act like a magnet, draw your customers from the other parts of the department. I have enjoyed fifteen years with retailers and manufacturers in just such work, and it is surprising why and how they can remain so ignorant on details such as these. Once they are demonstrated they can hardly imagine how they could have overlooked their value for so long, and still be in business. The details are so simple when we actually think of them, yet so neglected. But have you ever wondered why so many sales are lost? Did it ever occur to you that a mental picture had been painted in the customer's mind of what you had to offer, and then when they came to your store they were disappointed, and you are offered some excuse such as "I'll come back" or "We weren't ready to buy." Make your presentation of the merchandise so interesting that there can be no disappointment, and so the product shown looks "worth more" than the price asked. People don't buy an article when they think they are asked to pay more than it looks like it's worth. It's easy to sell if you employ true and tried principles and have that "follow through" in your merchandising program. When you lose a sale try and analyze why; don't always blame the prospective customer, and. too, remember that there is no way of knowim; how much business you are losing, but that it is easy enough to know what you are getting. Take no chances, go after all of it. The selling forces that you command are not only the human element, that of the salesman, but the physical presentation of the producl, the advertising, the atmosphere, the service — co-ordinate all of these and more, synchronize them to work as one and there will be an increase in your radio sales. But remember dramatize, entertainment, education, sports, news, music, fun, kiddies' hour, those are the reasons for radio, when you sell these you sell radio. This radio business isn't so bad after all — is it? Just the way we go at it. Lists Service Equipment The service department of Fada Radio has prepared a list of items which are classed as standard equipment for every service man. The list was prepared by an expert as a special guide for Fada dealer service departments. It was recently reported that the phonograph audiometer has been found to be the best medium for use in educating hard-of-hearing pupils,