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Edison Phonograph Monthly, August, 1908 5
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ADVERTISING:— One of the most most neglected branches of
important and often one of the a dealer's business.
Team IVork
Team work is a great thing.
When you pour forth music into the street from the big horn of a talking machine you draw an interested but curious crowd — interested in the music; curious to know what instrument it is that affords such real entertainment.
When you announce by means of a window card that the instrument is an Edison Phonograph and that the selection is the big scream of a new Broadway success, then you make a general proposition a specific one.
That's team work.
On page 20 of this issue we show our September magazine advertisement. On or about August 20th this advertisement will reach the eyes of millions of people. It has a pleasing picture and presents arguments calculated to interest readers in the Edison Phonograph and Edison Records.
On page 11 of this issue you will find a newspaper advertisement similar to our magazine advertisement in picture but differing somewhat in type matter.
Enclosed herewith is this same advertisement in larger size. The small ad is for your local newspaper; the larger one is for your window.
Here is a chance for some profitable team work.
When we say in our advertising to the people in your city: "You ought to have a Phonograph," your part is to say: "We sell them."
Then the people have been reminded of a need by us and told where that need can be satisfied by you.
Put the enclosed hanger in your window just about the time the August magazines are on sale in your city. Run the small ad, with your name and address, in your newspaper at the same time.
We furnish an electrotype of the picture free on request; the reading matter the newspaper will set for you. Send for the cut to-day so that it will reach you in time.
Remember our part is creating the demand. Results go to the dealer who announces that he is in shape to meet it.
If It s an Edtson Phonography Say So
The crowd around the big horn in front of your store knows that some sort of a sound-reproducing instrument is entertaining it.
It would be a better advertisement if the crowd knew what instrument it was.
It would be a still better advertisement if the name of the selection or song was announced.
Songs or music coming out of a horn advertise talking machines to those who pass by.
Of the hundreds that stop and listen but few come in and say, "I like the sound of that instrument; what is it?"
The rest pass on carrying away no definite thought with them.
If, however, a card is displayed saying, "The Edison Phonograph is now playing Ada Jones' new song hit, 'Smarty,' " and another card announces what the next selection will be, then a distinct impression is made on all who stop and listen.
Halting the passing crowd is one thing. Recruiting Phonograph and Record purchasers from it is another.
It is the part of the Phonograph to draw an audience. It is your part to see that the audience has all the information it should have.
Try window cards.
Do not despise the one-Record-a-month customer. He has his friends and you need his endorsement.
Hold concerts. Many who stop to listen, stay to buy.
Treat strangers as you would customers and they'll become customers.