The talking machine world (Jan-June 1928)

The Talking Machine World, Nezv York, January, 1928 34c indications of the actual stability of the trade. The only fly in the ointment is the patent situation, which, too, is being cleared up gradually through licensing arrangements and by other methods. There will probably be, of course, certain legal activities in this line, but it must be considered that no industry of the size and scope of radio has ever reached its full growth without such entanglements. It is one of the penalties of success. Getting All the Record Business FOR the dealer who is interested in his business on a permanent basis and who realizes the importance and profit possibilities of record sales, the new year should see a strong concentration on the pushing of records of the sort that may be deemed to hold permanent interest, that is, records of high-class compositions byartists of recognized standing. For a quarter of a century dealers have been urged to devote efforts to the merchandising of the better class of records, and for a quarter of a century there have been those who have been satisfied to take the easy money that comes with little effort in the selling of popular selections and let the better records remain on the shelves until called for, thus putting a burden on the stock overhead that has not always been appreciated. However, the advice to give thought to the better-class selections is as pertinent to-day as it was ten, fifteen or twenty years ago, and those who have really given thought to the matter and have put that thought into execution have realized the soundness of the suggestion. Particularly now, with the marked improvement in recording and the notable offerings of symphonies, great orchestral and choral works in album form, there has been made available to the public a tremendous volume of tuneful music that will be just as live in the record library five years from now as it is to-day. This does not mean that the popular end of the business is to be neglected, for, as a matter of fact, the sales of popular records can generally take care of themselves. That, however, is only part of the business, and the appeal of such records, although wide, is in no sense general. It is by gaining a sound understanding of good music and its possibilities that the dealer can realize 100 per cent on his record market. During the year it is the intention of The World to present a series of pertinent articles on the selling possibilities of fine records. There is nothing heavy or mysterious about it. It is simply a recognition of opportunities that actually exist but sometimes remain unseen. Realizing Two Profits on Music DESPITE the widespread use of mechanical mediums for the reproduction of music, there still remains and is constantly being developed a desire on the part of a large portion of the public to enjoy music through personal performance. This means that there are some millions of American citizens who gain great satisfaction through their ability to perform on some particular musical instrument, whether it be a grand piano or harmonica. To consider this portion of the public only from the angle of its interest in talking machine or radio reproduction of music often means that a substantial opportunity for additional sales is being overlooked. Being able to perform, it is but natural that these people are not only interested in various types of musical instruments, but are likewise interested in sheet music, and there are a substantial number of dealers who have found it distinctly to their advantage to carry stocks of sheet music for the convenience of patrons. The radio and talking machine have served to make the public distinctly familiar with selections of the better class, as well as those of the popular brand, and a diversified stock of music from which a purchaser may select a desired number, perhaps while he is hearing it reproduced over the air or through the record, means that the dealer is in a position to capture a sale that might ordinarily go to some other store. It is true that the units are small, but they are many and they count. Self-Protection in Instalment Selling IN addressing the American Economic Association in St. Louis recently on the question of instalment selling, John C. Lonsdale, president of the National Bank of Commerce of St. Louis, defended the practice provided it was carried out along the correct lines. He declared that one manner in which the dealer who sold on time could protect himself was to see to it that the unpaid balance on an)' merchandise at any time should not exceed its reclaim value. In short, what is needed to keep instalment selling on a sound, safe basis is to demand and insist upon larger down payments and shorter terms. It might be well for many retailers of talking machines and radio receivers to give thought to the advice of this particular banker, who appears to be one of the few in financial circles who have not seen fit to attack instalment selling without qualification. On the basis of cold figuring a $300 phonograph upon which only 10 per cent payment has been made can not easily be resold for $270 in case of repossession, but there is a chance that it would bring the $240 that would remain unpaid after a 20 per cent initial deposit had been made. If the dealer will stop to think just how much he can get for a talking machine or radio should the customer renege on his contract he will be strongly inclined to see that the first payment is sufficiently large to give him a certain amount of protection. They Came, Saw and Were Conquered IN Seattle recently talking machine dealers came to the conclusion that sales were not more active for the reason that the public was not properly acquainted with the new products that were available for its entertainment. The result was that the dealers appointed a committee, and in co-operation held an "open-house week." The occasion was widely advertised, and the public was advised that visitors would be welcome at every talking machine store where they might inspect and listen to the new instruments without obligation and without fear of solicitation. The result was that the public came and saw, in great numbers, and business improved. So far as we know the idea is not patented, and it might be well for dealers in other localities, who find public interest lagging, to make a similar move. B WE START THE NEW YEAR BY GIVING YOU A BETTER QUALITY, IMPROVED RECORDING, GREATER VOLUME AND CLARITY IN THE R E C O E BELL RECORDS L Let us assist you in merchandising these records and from our long experience increase your selling R L THE BELL RECORD CORPORATION 18 CLINTON STREET NEWARK, N. J. D S