The talking machine world (Jan-June 1928)

Theatre Tie-UpS Aid Sales of Records Jenkins Co.'s Ads Have a Double-Edged Appeal By J. L. Simpson his actual performances makes a sales appeal which is especially potent at the MUCH of the prestige of the great Jenkins Music Co. of Kansas City, Mo., with four large stores there as well as others in surrounding cities, is built through the medium of advertising, and it is the type of this publicity, rather than its mere scope, which makes it so "humanly" effective in increasing the sales volume. Many, even most, large music goods stores advertise liberally, but none advertise with that tremendous appeal to human interest, human sympathy, which makes Jenkins advertising stand out in a class by itself. The Jenkins type of publicity is just as effective in selling phonographs as in selling more records, since it is that double-edged type of appeal which makes the reader think of both these vital angles of the talking machine merchandise line in The Thought Behind the Ad Perhaps the thought behind the Jenkins ads, in selling both phonographs and records, is to get away from presenting these lines as impersonal automatons, so to speak, and to make folks think of them as the living, breathing spirit of the music master who puts his soul into the records, and the phonograph itself as the instrumentality by which that soul of song and of music is reproduced, through its action upon the records. That this sort of advertising is effective, much more so than the kind which continually harps upon bargains and prices in phonographs and records, is amply obvious from the results of the advertising, the growth of this department and the tremendous volume of sales in all four stores. The method used in presenting the musical wares along the talking machine line is one which is available to any dealer in phonographs in almost any large city in the United States. It is one which takes advantage of time and place and circumstance, which makes hay while the sun shines, and is effective because it hits the nail on the head at the propitious moment. It is a sales building idea. Appearances of Artists In any large city, as in Kansas City, for example, there is hardly a week but what some of the musical topliners of America appear at one theatre or another. In short, the people or the musical organizations which make the records are here in the flesh, usually for a week's stand at one of the theatres. The Jenkins Co. simply capitalizes this fact, in the most effective manner, thereby heightening interest in the line of phonographs, as well as in the records made by this celebrity, band, or whatever the instance may be. The person or agency which made the records is here in the flesh, hence connecting up their line with That is the point of the Jenkins policy, to utilize, in this manner, at the psychological moment, every bit of theatre or popular interest publicity which can conveniently be connected up with their retail talking machine and record business. In this instance, this celebrity's performance happens to connect up perfectly with a line of phonographs, as well as with certain records. But, in other instances, when such a fortunate condition does not exist, the Jenkins ad writers create by artful language and illustration the suggestion which is almost as potent in interesting folks in the machines themselves as is the present happy instance of real connection between artist and the instrument. Exploiting Records Again Jenkins method scores, this time in selling records, more records, most records. For, as Jenkins points out, records are a bit like eggs, most Art Gillham, Columbia Artist, in Cleveland single instant. time, and may be converted into another equally potent method the next week, when some other musical celebrity is the center of attraction in this town. This method of promotion is a continual source of record business. A Timely Tie-up An actual example of how this end is accomplished is presented in the accompanying ad. At the moment Gene Austin, creator or maker of popular records, is a headliner at the Orpheum Theatre. Therefore, the records of Austin are exploited properly at this particular time — the ad is even of news value, and will perhaps draw the attention of more people than the actual dramatic write-ups given by various editors or reporters. It will be noted in the ad that Jenkins do not utilize this opportunity merely to sell more records — especially the records made by Austin. Not at all. As may be seen, the largest part of the space is given over to exploiting phonographs themselves, though the suggestion of the records themselves is invariably present, a very important consideration. In this particular case it is possible to connect up the line of phonographs with this celebrity in a very striking and unusual manner. In fact, they are introduced right into his programs, as the copy will reveal. It is a striking example of a particular instance where a current theatre program affords the very choicest copy for the phonograph ad writer, and Jenkins have lost no iota of this spectacular value, in presenting the associated sales ideas to the readers of this paper. And yet, while this is a "beautiful instance" of ideal publicity, it would neither be ideal nor publicity unless it was utilized, fully, correctly and at the moment. Music IS Essential Gene Austin Calls on the Magical New Orthophonic JiL" " / This Week GSJS^ X*W THE ORPHEUM SEE and hear how this magical instrument picks up the merest whisper or this great lavorlte, and sends it— clear and true— to every comer of the theater. Hear him sing the same selections that have made his records the biggest sellers in the Victor catalog— just as you can hear him in your heme whenever you wish, IF you have a New Orthophonic Vlctrol* and these matchless Austin Records. No. 21015— 7Sc Mv Meta.ncr.olv BnbK There s a Cradle In Carol No. 21098— 7Sc The Lonesome Road No. 20397— 75c I've Cot the G:rt A tremendous hit — No.-. 210S0— 75c. Are Y<rj ThlnalnK o[ Me Ton'.cht No. 20977— 75c 1217 Walnut J9U Alain 'soksHuskXix 1015 Walnut 536 Minn. Jenkins Tie-Up Advertising salable when fresh, or new. Jenkins sell more and more records monthly, annually, by exploiting their new records while they are new, and at the special times when their human creators are in Kansas City, at theatres or on other engagements. Timeliness is important in securing turnover. As will be noted here, (Continued on page 18) 16