The Edison phonograph monthly (Mar-Dec 1907)

14 Edison Phonograph Monthly, Nov. , 1907 Our Magazine Advertising Every Dealer who is selling the Edison Phonograph should know just as much about the advertising which the manufacturer is doing as possible. This advertising is selling the froods for him. When you go into the business of selling the Edison Phonograph there is an implied contract between you and the National Phonograph Company that the latter shall do a certain amount of advertising to help make a market for the goods. The selling of an article of luxury — that is, entertainment— requires advertising. People must buy food, and clothing, and shelter, but after the necessities of life are satisfied, they turn to entertainment, and there is a wide choice. Therefore, the manufacturers of the Edison Phonograph spend a great deal of money in teaching the people that there is more entertainment in the Edison Phonograph than they can buy in any other form for the same amount of money. We are going to spend in 1907-08 between two hundred and fifty and three hundred thousand dollars to teach people who have not yet bought Edison Phonographs how much fun they can get out of them. A very large proportion of this money will go into the magazines which reach everywhere. We are using a list of thirty-one magazines having an aggregate circulation of 11,528,378. In round numbers this is over fifty million readers, two-thirds of the population of the United States. It is safe to say that every man, woman and child who comes into a store has heard of the Edison Phonograph. Stop and figure to just what proportion of the peoole who come into your store you sell Edison Phonographs, and you will realize how much of this advertising you are not availing yourself of. In other words, there are a great many people who come to the store who might be interested in Edison Phonographs and who have heard about them, but who do not buy because you do not do your part. This advertising is intended for you. It is got up in the most attractive form possible and put in the sort of magazines that go into every home. If you should go through your town and visit the home of every person who has money enough to buy an Edison Phonograph, you would probably find on the center table a copy of some •ne of the magazines in the accompanying list. The connection between this advertising and your store is manifest. You can make just as much money selling Edison Phonographs as you can selling anything. There are a lot of prospective customers whom you know and on whom you could work. It is up to you to turn the full benefit of this advertising on your store and get just as much money out of it as possible. The amount of space we are using in the magazines is large. In a great many publications we use two pages and in others one page. We use large spaces in large sized publications like Collier's, Associated Sunday Magazines and Youth's Companion, and we have used this fall a .two-page ad in the Saturday Evening Post, the largest single advertisement of any one article published in any publication except a newspaper. Look over the magazines yourself, each month, and see what we say both about Phonographs and Records. Notice that we are pushing Records just as hard as we are the Phonographs. It is now up to you to get next. Publications. Circulation. Collier's Weekly 600,000 Saturday Evening Post 700,000 Associated Sunday Magazines 1,000,000 Youth's Companion 555.ooo American 250,000 Cosmopolitan 400,000 Everybody's 550,000 McClure's 472,378 Munsey's 618,000 Review of Reviews 208,000 Ladies' Home Journal 1,000,000 Woman's Home Companion 600,00 Ladies' World. 497»ooo Outlook 120,000 Argosy 444,000 Pearson's 225,000 Red Book 350,000 Success 300,000 Metropolitan 175,000 Pacific 1 10,000 Sunset 100,000 World's Work 80,000 World To-day 100,000 National 224,000 Reader 100,000 Delineator 900,000 Scribner's 175,000 Century 150,000 Harper's 150,000 Ainslee's 250,000 Puck 55,ooo 11,528,378 With this issue we are mailing a slip referring to a special two-page advertisement in colors in the Saturday Evening Post for October 26th and suggesting that you place a copy in your show window. This advertisement costs $4,200. We are also mailing the cover page of the Associated Sunday Magazine for October 27th, showing our advertisement in colors on the back page. This represents the expenditure of another $2,200. These are the most expensive forms of modern advertising and they further illustrate what we are doing to make business for Dealers in Edison goods.