The talking machine world (Jan-June 1928)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

Money-Making Suggestions for Ambitious Merchants Get Ready for the Heavy Portable Season — You Pay Rent for Your Window Space, Use It ! — Let Customers and Prospects Know What's on the Air — A Classification of Records — Music Week Opportunities With the approach of May, the hundreds of thousands of city residents who spend their Summer months at the beach or in the country, are planning the annual exodus to camp or bungalow — and what are you doing about it? Musical entertainment, either by radio or the phonograph, has become practically a necessity in the home, but most families do not wish to bring expensive and, what in smaller dwellings would be large instruments, to their Summer homes, so the portable phonograph comes to the fore as the instrument to be pushed during the next month or two. The window displays of many dealers show that they have given thought to the appeal of the portable instrument, for in practically every section of every city a portable display occupies the window. Other dealers seem loath to give adequate space to pushing portables, but if it is kept in mind that the portable sale represents a cash sale and the additional sale of $5 or $10 worth of records, it will be seen that this business is a most profitable one. Go after it. Window's Rental The value of an attractive window display is conceded by everyone, yet to judge by the appearance of the windows of many music and radio shops, this space would seem to be regarded as merely a depository for odds and ends. An interesting comment on window display space appeared in the March issue of "Fada Sales," issued by F. A. D. Andrea, Inc. It reads in part: "If somebody came to you and suggested that you spend $1,800 next year for advertising you would think that was a pretty big amount. Yet if you are paying $300 a month rent for your store, at least half of that cost, or $1,800 a year, should be charged to advertising space in your windows. You are already buying the space, unless you have a store without windows. It is the number of people and possible purchasers passing along the public street in front of your store every day that determines realty values which in turn determines your rent. That is the reason rents are higher in large congested cities than the}' arc in small towns. In your rent check ever}' month you are really paying for all of those customers out in the street. If you do not bring a maximum number into your store by giving the best thought and attention to your window displays, you are not getting value for your money. If you stop to realize how much real money your window display space is costing you every month, you will want to utilize this advertising space to the utmost." "On the Air" What methods are you using to keep in touch with your customers and prospects in order to keep your store and the products you carry constantly before their minds? Direct mail is the means which many dealers adopt, but this to be really effective must be of a varied nature, so that constant repetition of the same type of message will not become monotonous. If you are not already doing so, why not inaugurate a service of informing the people on your mailing list of the highlights of coming broadcast programs? This method directly ties up with your product, and at the same time gives a real service to set owners, and brings home to prospects who have not already purchased a radio receiver, the worth-while entertainment which they are missing. Classifying Records "All Victor records can be assigned to one of three classes," Roy A. Forbes, sales and merchandise manager of the Victor Talking Machine Co., declared in a recent interview in Printers' Ink. "These are: 'wrap records,' or those which require no selling effort, because the customer comes into the store and asks for them; 'suggest records,' or those which after being suggested to the customer, and played for him, are either bought by him or are sold to him with very little effort, and 'stress records,' or those which require intensive selling effort. For example, under wrap records are such records as 'Roses of Picardy,' by Renee Chemet, and 'Mother Machree,' by John McCormack; under suggest records are such as 'Pagliacci,' by Martinelli and Metropolitan chorus; 'Banjo Song,' by Louise Homer, and 'Among My Sou venirs,' a concert number by Paul Whiteman; under stress records are many like 'Toccata and Fugue,' by the Philadelphia Symphony Orchestra; 'One Lives But Once,' waltz, by Rachmaninoff, and 'El Relicario,' by de Gogorza." This statement by Mr. Forbes should interest every dealer and record salesman. Check up on your record sales slips for the past week. How many of the sales noted thereon were "wrap" sales; how many "suggest," and how many "stress"? Increasing the unit sale should be the goal of every sales person and it is surprising how large the average can be made with a determined effort. Music Week's Coming For a period of seven days starting May 6, Music Week will be observed throughout the entire country. Each year this setting aside of a week during which music is given greater recognition has become more and more widespread. The National Music Week Committee, working in conjunction with the Bureau for the Advancement of Music, educational authorities, musical instrument manufacturers and music dealers, has, in the past, distributed tons of literature dealing with the question of music in the home, in the school, in concerts and in theatres, and its efforts have been most fruitful of results. This year the committee has prepared a wealth of new material which should add immeasurably to making Music Week a real period of musical activity. One of the new pamphlets, "Home Night in National Music Week," should receive the attention of every music dealer. This leaflet contains suggestions for developing family and neighborhood music and specifically lists the radio receiver and phonograph as being ideally suited for observing Music Week in the home. Regarding these instruments the leaflet reads: "Radio: Home music making may be combined with listening to good music over the radio by inviting in the neighbors for a 'Music Hour in the Home.' " In other words, the host will tunc out from the radio program when some nonmusical feature is scheduled. That period will be filled with home music-making in some form. The local Music Week Committee could well prepare a list of the more meritorious musical broadcasts for the week. Phonograph: The same suggestion applies equally to the talking machine, with the additional advantage that the household may have entire choice as to the music that they wish to hear, thus mechanically produced. Interchange of records among families in a neighborhood may be utilized to build up special phonograph programs, particularly those built around some definite subject. STYLE 21 Genuine Mahogany or Walnut only. STYLE 21-B Same with both top panels hinged t o accommodate Radio Panel. THE LINE OF PROFIT PHONOGRAPHS AND RADIO CABINETS Excel phonographs, radio cabinets and combination instruments have been designed to meet every exacting taste. They are produced in all popular finishes and styles, including Upright, Console and Wall Cabinets — a complete line. Our centrally located factory and excellent shipping facilities insure prompt deliveries and attractive trade prices. STYLE 17 Genuine Mahogany or Walnut Phonograph only. STYLE 1 Gum Mahogany. Golden or Fumed Oak. STYLE 48 Walnut Radio Console. Built-in loud speaker and battery compartment. Accepts 7" x 18" panel. The models illustrated show several products of the EXCEL line, mechanically and acoustically up-to-theminute in every detail. The EXCEL line is appealing to the customers' eye, ear and purse. Your request for a catalog and price list will be given prompt attention. Enterprising dealers will find the EXCEL line well worth investigating. Excel Phonograph Manufacturing Company 402-414 West Erie St., Chicago, Illinois STYLE 2 Gum Mahogany, Golden or Fumed Oak. 26