The talking machine world (Jan-June 1928)

Blends Selling and Art Wins Success Miss Jane Barth Describes Methods of Building Up Record Sales By R. P. Tracy A GENUINE love of music, fortified by a wide knowledge of the subject, gained from years of study, and the inclination atid opportunity of utilizing this knowledge in the business world, represent a blending of the Dear Customer: DO YOU KNOW: THAT — New Columbia Records are broadcast every morning (except Sunday) at nine o'clock from station KMBC, Kansas City, Missouri ? THAT — "Viva-tonal" electric recording is found only on Columbia New Process records? THAT — Columbia New Process Records are the ONLY Records without scratch? THAT— Columbia is First with the latest popular hits? THAT — Columbia Artists are actually the pick of the world? THAT — "Columbia Masterworks Series" include recordings of the most celebrated compositions in music? THAT— We have all the latest New Process Columbia Records in stock? THAT — It is a pleasure for us to serve you? We wonder if you have heard: "I'm Coming, Virginia," by the Singing Sophomores; "The Song Is Ended" (But the Melody Lingers On), by Ruth Etting, and "Among My Souvenirs" by Ben Selvin and his orchestra. Hear them. We also take this opportunity to thank you for your patronage during the past year, and trust that we may continue to have the pleasure of serving you in the future. Wishing you a very Happy and Prosperous New Year, we are, '■ artistic and commercial that has made Miss Jane Barth, record manager of the Eberhardt Music Co., Wichita, Kans., "one of the most successful record merchandisers in the Middle West," to quote N. B. Smith, district manager of the Columbia Phonograph Co. Miss Barth has definite ideas on record selling, and feels that the American public is at the present time far more familiar with music than it has ever been in the past. This development is due in large measure to the influence of radio, and Miss Barth comments upon the situation, saying in part: "Before the radio came, people bought records which they had heard at the houses of friends or which had been suggested to them by a visit to the theatre or the concert hall. The average person was only acquainted with a few types of music and with still fewer interpreting artists. Some of the phonograph owners would spend long periods in the stores familiarizing themselves with the new recordings, but the majority of people did not have this much time to spare. "Now, through the radio, everyone is beginning to be well acquainted with compositions of every kind and of every national origin and also they are recognizing the particularly good points of entertainers, singers and orchestras in all parts of the country. "The radio has become to the phonograph what the newspaper is to the library or firstclass magazine. It overcomes the barriers of time and acquaints everyone with the newest developments of music and audible entertainment. Then, with the information thus furnished, listeners are enabled to procure records of the artists or works in which they are interested and to make their acquaintance at leisure at home. "It is a fact that the popular pieces of music which come and go so quickly are much like a simple cartoon which catches the eye and tells its story at once. One soon tires of seeing it repeatedly, however. Good music is more like a fine painting in which new beauties can constantly be seen— even if at first sight it was not so attractive as the simple sketch. "For this reason the possibilities of repetition offered by the phonograph are unique as a means of cultivating love for the best in the average person. Another advantage of the phonograph over even the concert hall itself is Dear Customer: "KEEP SWEEPING THE COBWEBS OFF THE MOON." This is one of the best Columbia releases we have had for some time. It is played by Ted Lewis and his band, assisted by Ruth Etting (the Sweetheart of Columbia records). We take great pleasure in calling your attention to this number, as you will have the opportunity of hearing both Ted Lewis and Ruth Etting at the same time, which is indeed an unusual thing. "WHAT A WONDERFUL NIGHT THIS WOULD BE," whispers Art Gillham in his new release. Turn this record over and he goes on to whisper "NOW I WON'T BE BLUE." This last number is rather unusual for Art, as he is usually "Broken-hearted." We also wish to announce a new Columbia artist, Ukulele Ike (Cliff Edwards), who is indeed worthy of mention. His first Columbia release being "AFTER MY LAUGHTER CAME TEARS," coupled with (I'm cryin' 'cause I know I'm) "LOSING YOU." Clarence Senna tells us all about "THE DEMPSEY-TUNNEY FIGHT" and also tells us "HOW TO WRITE A POPULAR SONG." Gives us some pretty good advice too. It's been some time since the Knickerbockers have given us a release, but their last record is one that Was well worth waiting for. "BACK WHERE THE DAISIES GROW," coupled with "WAITING FOR THE RAINBOW," a fox-trot just full of "snap." We are enclosing our latest supplement, and among the large list of new releases we are sure there will be some records that you will want to hear. Drop in and hear them. You are always welcome at Eberhardt's. that with it music can be enjoyed in the comfort of the home fireside and without the often annoyingly obtrusive personalities of the artists. Still another advantage of the phonograph is that with it music can be chosen to suit the mood of the moment." When a customer enters the record department of the Eberhardt establishment Miss Barth plays a record which serves as an index to the customer's real interests and the reactions are carefully noted. She follows this with interesting anecdotes and information regarding the artists and composers concerned, and in practically all cases the customer is willing to listen to record after record until a new musi 16 Miss Jane Barth cal interest makes itself strongly apparent. (Miss Barth, however, is not content to wait until the prospective customers enter the store. One of her first activities when she entered the Eberhardt store was to compile a mailing list and the advent of every new record is announced to those who are likely to be interested. General letters are also sent out each month to the entire mailing list. These letters, several of which are reproduced herewith, are totally different from the usual, stilted, stereotyped messages used by many dealers to announce new releases. They are interesting, informative messages written in a style that wins the attention of the recipient and they have proved most successful in building up sales. An interesting fact regarding Miss Barth's success is that it has not detracted from the business done by competing music dealers, but, Dear Customer: "Thinking," No. 710-D, by Art Gillham, one of the most remarkable records ever recorded. Get this record, put it on your phonograph some evening and as you listen to it, a beautiful picture will come to mind. A lonely man is sitting by the fireside smoking his pipe and gazing dreamily into the flame. It is raining outside, and he is sitting there thinking, that's all. Do you thinkwhen you're lonesome? Do you? Hear Art Gillham in "Thinking" and you will have heard a record never to be forgotten. It will always linger in your memory. We are listing a few others that we would like to have you hear. No. 1099-D "WHEN DAY IS DONE," pipeorgan, by Milton Charles. No. 1107-D "YOU WENT AWAY TOO FAR." By the Sunflower Girl of WBAP— she's fine. No. 1090-D "JUST ONCE AGAIN," by Paul Ash and his orchestra. No. 1101-D "DEARER THAN ALL," by Rodeheaver and Doe. A beautiful Sacred Duet No. 140-M "FOR THEE." Soprano solo by Barbara Maurel. We are enclosing our regular monthly supplement and feel sure there will be some records among this list that you would like to hear, and we are looking forward to the pleasure of playing your favorites for you. We appreciate your patronage and are always glad to serve you. on the contrary, the interest which she has aroused in phonograph owners regarding recorded music has had the effect of considerably stimulating sales in all local music stores. (Continued on page IS)