The talking machine world (Jan-June 1928)

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Specialize and Profit Fulton Bowman 's Merchandising Policy Has Made Him a Success FULTON BOWMAN, of the F. Bowman & Sons' store, has won trade from a wide territory in eastern Pennsylvania because he has won his customers when they entered his store by judiciously placing his specialties, and developing them and he has become The Edison phonograph and radio man in this particular territory. Fulton Bowman began by carrying many lines of musical instruments, together with a sideline of art mantels, but an analysis of his trade soon By D. Allen DeLong Bowman. "Consequently, displays of phonographs and radios, I contend, are always well framed in such a background." The full depth of the Bowman store is finished in a soft ivory color. To a height of eight feet from the floor are wood panels of the same color, one of the cleverest ideas in the store's layout. These panels act as perfect Another noticeable feature is the absence of too many advertising placards and sales appeals. Mr. Bowman contends that a finely created instrument, such as a radio, or a phonograph, has enough sales appeal in itself if it is properly displayed. To the rear of the neat display of cabinet models are the record and radio audition booths. Part of the booth space is occupied by the offices, so that the general decorative scheme is not interfered with. Workroom in the Rear There is a workroom in the extreme rear which customers do not see. Here are made the phonograph and radio repairs. Tubes and radio equipment are kept there. The Bowman store does replacement radio work for its customers, but does not make any particular effort to deal in accessories. They have striven to make the establishment a friendly one, in which they can adequately and quickly handle the needs of their patrons. By devoting their space and time and effort to the sales and upkeep of the Radiola and Atwater Kent radio, and Pooley cabinets, and the Edison phonograph, they have made an outstanding success of it Attractive Interior of F. Bowman brought out the fact that the trend was mostly leading toward the phonograph and radio. The store organization was re-aligned into a specialized group on the Edison phonograph and radio and upon that foundation has been built one of the outstandingly successful music businesses for a third-class city. Artistic Interior as a Sales Aid Bowman's operates under the salesman plan, as well as through its store at 938 Hamilton street, Allentown, Pa. It is the store, however, which commands attention for neatness, sales appeal and comfort. Customers come because they like to. "Nothing brings out the striking beauty of a wonderful mahogany cabinet as does a light shade of wall, and particularly ivory," says Mr. & Sons' Store in Allentown, Pa. sounding boards for public demonstrations of talking machine and radio receiving sets. Avoid Crowding Floor With Models The F. Bowman establishment is noted for the fact that it makes much out of little. There is no crowding of models on the floor. The doorway leads into a display section, in which there is one group of phonographs to the right, and a small group of radio models to the left. The center is left bare. With a soft rug underfoot, and a wicker table and chair set invitingly in the center, the effect of mass is nil, while there is a certain elegance about it that kindles a chord in every neat woman's heart. And women are, after all, the buyers of home furnishings, although Friend Husband pays for them. Victor Announces the Orthophonic Model 4-20 The Victor Talking Machine Co. recently placed on the market a new attractive and compact Orthophonic Victrola, styled 4-20. The instrument is of Classical English design with blended antique mahogany finish, mahogany knobs, antique brass winding key and escutcheon with the inside finish in antique brass. It is thirty-six and one-half inches high, twenty-five and three-quarter inches wide and eighteen and a quarter inches deep. The usual features found in all Orthophonic Victrolas are incorporated in this instrument, with a non-set automatic eccentric groove brake, a spiral drive, long running motor, and a twelve-inch turntable. The formal opening of the Del Mar Music Shop, 5112 Market street, Hillyard, Wash., was held recently. A complete line of musical instruments, records and sheet music is carried. Marie Shellman and Howard Carr are the proprietors. AN IMPROVED RECORD ALBUM FOR the past few years little improvement has been made in the design of albums to hold talking machine records. NOW A NEW LOOSE LEAF ALBUM that will lie absolutely flat when opened, that has an all-metal back with protecting end pieces, making it more durable than any album heretofore made. It is handsome in appearance and will add to the beauty of any cabinet. Made in durable cloth or in Dupont Fabrikoid binding with super-finish design. PATENT APPLIED FOR Write for detailed information regarding this new loose-leaf album and other 1928 designs. NATIONAL PUBLISHING CO. Factory and Main Office 239-245 S. American Street Philadelphia, Pa. Sales Room 225 Fifth Avenue New York City 14