The Edison phonograph monthly (Mar 1906-Feb 1907)

EDISON PHONOGRAPH MONTHLY. (Continued from page i.) and winter. Stock orders now on file from Jobbers will take about three-quarters of the output till January at the present rate of manufacture. The orders yet to come from Jobbers must be filled out of the remaining quarter and the additional machines and Records gained by an increased output as we get possession of our new buildings. It will, therefore, be seen that in spite of the greatly improved manufacturing situation it is going to be a struggle to keep up with the demand of the next six months or more. It is not too late to urge Jobbers still hanging back to arrange with our Sales Department for periodical shipments of Phonographs and for sufficient Records to make their stock complete. To defer it much longer will be to take chances that may later cause much regret. The Record exchange proposition referred to on other pages is also going to complicate the Record situation for some time and make it even more desirable to arrange for future shipments. ADVERTISING— PRESENT AND FUTURE. The advertising that the National Phonograph Co. is now doing and will do during the fall and winter is going to be an important factor in creating a demand for Edison goods. We shall not only advertise as much as ever in the general magazines and periodicals of large circulation, but we shall also spend an equal sum in one of the largest and most thorough newspaper campaigns in the history of the trade. This takes no account of the many million pieces of printed matter that will be placed in the hands of Dealers for the purpose of getting business. All of this advertising is going to be so distributed that it will benefit the entire trade. Remote indeed will be the Dealer whose business will not be improved by it. Dealers generally will benefit by it according to their preparedness. If they are carrying a stock sufficient in size and variety to meet ordinary demands it will do them much good. If the public cannot find what it wants in Dealers' stores the latter will get little out of the advertising. The moral of this is : Stock up. This does not mean that the small Dealer must carry every Record in the catalogue, but he can put in a stock that will supply most of the requirements of his trade. On page 13 is printed a copy of our advertisement in the October magazines and weeklies, copies of which probably go into half the homes of the United States and Canada. Mr. Dealer, are you doing all you can to get -the good of this advertising? PRINTED MATTER. Dealers in the large cities, where many Hebrews live, should make an effort to push the sale of the six new Hebrew Records listed September 1st. Copies of the Hebrew supplement may be had from Jobbers. These should be mailed to special lists and especially to Hebrews who own Edison Phonographs. Copies of a very pretty card printed in four colors and gold are being mailed to the trade with this copy of the Phonograph Monthly. It is a reproduction of the now famous Massini painting 'The Phonograph," showing the old couple listening in amazed delight to an Edison Phonograph. It is Form No. 935. Orders from Jobbers are now being filled and most of them will be in a position to supply Dealers by October 15th. This card is so nicely printed that it should be used for a better grade of distribution than throwing them around the street. We believe that Dealers would get the best results from them by mailing copies to prospective customers. Between August 1st and September 15th nearly four million pieces of printed matter were shipped by our Advertising Department to Jobbers for use by Dealers at county fairs. The demand by Dealers has been enormous. It had exhausted our entire stock of forms printed for fair use by September 15th. We could readily have disposed of much greater quantity had it been available. No more orders from Jobbers can be filled for Forms Nos. 635, 690, 746, 825, 875, 898 and 945. The editions are exhausted and will not be reprinted. In ordering Record catalogues, Jobbers should remember that a new issue will appear in November and not order a stock to last longer than November 15th. The new issue will contain all Records to and including the November supplement. None of the new issue will be shipped till November 1st. The new edition will be in use till March. PERSONAL. B. R. Barklow, former manager of the Bettini Phonograph Co., New York City, is now attached to the Sales Department of the National Phonograph Co., with headquarters in New York. Mr. Barklow, while comparatively new in the talking machine trade, has had a wide and varied business experience. An Edison Phonograph and a selection of 100 Records have been purchased for six-year-old B. Forney Wiley, Jr., a musical prodigy of Atlanta, Ga. The youngster has created a mild sensation among those who know him by playing difficult piano accompaniments to the music of his Phonograph.