The Edison phonograph monthly (Mar 1906-Feb 1907)

EDISON PHONOGRAPH MONTHLY. (Continued from page i.) avoided. The month of October broke all records for volume of business and it is expected that November will be even better. Such results as these show how strong the National Phonograph Co. is with its Jobbers and Dealers and how the public look upon the Edison Phonograph and Edison Records. 5 MORE GRAND OPERA RECORDS IN FEBRUARY. On page 5 is printed the Advance List of five new Grand Opera Records. They are numbered from B 41 to B 45. Four of them are sung by artists who have appeared in previous lists and the fifth by Mario Ancona, an Italian baritone. The latter is an artist of renown in Europe. He sang in this country some years ago. He will shortly arrive in this country and will be one of the stars in Hammerstein's new grand opera company, in which Madame Nordica will also sing. Three of the new selections are sung in Italian and two in German. Five different operas are represented. From an artistic and recording standpoint, they are all that could be desired by the most fastidious. Forty-five Grand Opera Records have now been listed, comprising a variety sufficient to suit all tastes. Never before have lovers of high grade music been given such an opportunity to hear their favorite composers in so permanent a form and at such low cost. At an opera performance the airs can be heard but once and at considerable expense. With these Records and an Edison Phonograph the music lover may hear them as often as he likes. While we have no fault to find with the success of this grand opera series, we cannot help feeling that the trade in general, especially the smaller Dealers, are not paying the attention to them that their high quality deserves. The entire list should be part of the stock of every Dealer attempting to carry an adequate supply of Edison Records and he should make an effort to call the attention of his patrons to them. In the past much has been said in criticism of the Phonograph because no high class Records by grand opera singers could be had for it. Dealers have reported their inability to sell a machine because of this shortcoming. Now that the want has been supplied, Dealers should lose no time in going after this high class trade. There is scarcely a Dealer in Edison goods who does not have in his territory a number of families of musical taste whom he should be able to interest in the Phonograph because of these Grand Opera Records. Think the matter over, Mr. Dealer. See if you cannot put in at least one of each selection and push their sale. Get up a mailing list of the best families in your city or town and send each a copy of the supplement that we shall get out for retail use, accompanying it with a letter, stating that you have the Records and the machines to play them. These supplements will contain the titles of the forty selections before issued, and will be an attractive piece of literature. Don't let your competitor beat you out, but rather strive to get ahead of him. CARRY THE FULL LINE. "If we could only get Dealers to realize the Edison business they would do if they would carry the full line of Edison Records in the domestic catalogue there would be no limit to the sale of Edison Records." Such is the constant cry of our salesmen when asked concerning the business in their territories. While there are doubtless places too small to make it profitable to carry such a stock, yet it is true of hundreds of places where Dealers now do not think it possible. Our salesmen report that the experience of Dealers who put in the entire line is always the same. They jump at once from a small business into one that makes them most enthusiastic. Many a Dealer has regretted that he could not see the advantages of the complete line sooner than he did and he would not go back to the old way of doing an Edison business for a considerable sum. To carry one each of all Edison domestic Records involves an outlay of about $275.00 and the cost of a suitable system for taking care of them, about $25 more. After that it becomes a mere detail, with no additional capital, to keep the stock up. As fast as sales are made other Records can be ordered in their places. It is impossible to over-rate the advantages to a Dealer of being able to advertise that he carries every Edison Record. Then think of the satisfaction of being able to say to every customer: "Yes, I have it," instead of "NO, but I'll get it for you." The profits are equally satisfactory and they are made with the least amount of trouble. There's an absence of worry in doing a business of this kind that hundreds of present Dealers would not think possible. We cannot urge too strongly that Dealers give this matter their most careful consideration. One of our most enterprising salesmen has compiled the table given below and presents it to new Dealers as representing what he considers essential to a complete stock for doing a successful business in Edison Phonographs