The Edison phonograph monthly (Jan-Dec 1908)

2 Edison Phonograph Monthly, Dec, 1908 the Dealers' order blank again calls attention to the titles; the monthly bulletin is put up in practically every store, where it is looked over regularly by all Phonograph owners, and finally the monthly supplement goes into 2,000,000 homes through the medium of thousands of special mailing lists maintained by Dealers. The Phonogram also helps, but then all special lists get the benefit of this little publication. We certainly hope that the experiment will show that the trade is right, not alone because of the increased business we shall get, but because it will have considerable influence upon the treatment of future special lists. The name "Amberol," given to the new fourminute Edison Record, was not born until July, and is therefore only a little over four months old. It has been before the trade since August and before the public only since October 1st. In that short time, however, it has become known in the remotest parts of the United States and Canada and scarcely a Phonograph owner in those countries does not already know that the Amberol Record is the newest product of the Edison organization. The name already has a money value equal to a small fortune and promises in the near future to be one of the most valuable assets of the National Phonograph Co., just as the names Sapolio, Uneeda, Pearline, etc., are worth millions to the companies controlling them. The name Amberol is this month being placed before the British public, and within three months more it will be a household word in every country where we have representation or the Edison Phonograph is known. What a testimony all of this is to the thoroughness and value of organization and advertising! A perfect trade organization backed by the expenditure of a comparatively small sum of money has in four months taken an unknown coined word, applied it to a new product and made both itself and the product known to millions of people. It will be interesting to the trade to know that the word Amberol was originated by Mr. Edison and won out over a large number of others that were suggested by his associates in the laboratory and the officers and employees of the Edison Company. It naturally suggests a form of amber, and does in reality get its origin from the fact that one of the parts of the new composition of which Amberol Records are made was at one time in the prehistoric past amber of the palm tree. This amber found its way into the earth and there underwent a change analogous to the process that transformed vegetable matter into coal. Still this matter is a far cry from what is generally known as amber, and this explanation about the origin of the name Amberol don't explain very clearly. It is enough, however, that the name is euphonious and that it stands for the greatest single advance ever made in the history of the Phonograph. Whether existing Edison Dealers in small cities and towns shall have additional competition in their fields after December 1st, will depend entirely upon themselves. If they carry a fair stock, based upon the size of the towns; make a reasonable effort to push the business and make sales in proportion to the population of their towns, they will not be disturbed and no additional Dealers will be put in competition with them. Otherwise, we shall feel free to establish new Dealers. Our decision not to accept new Dealers where we are now properly represented, does not alone mean protection for existing Dealers. It means that we intend improving their standard and extending their business. We expect that the additional business we shall get from protected Dealers will more than offset the business that would be obtained from the initial orders of new firms and the additional business will be more profitable to those who do it. Consequently every present Edison Dealer who wants to keep out competition should see that his stock of Edison goods is in good shape, both as to quantity and condition and resolve to do a business that will be worth while. After all, why should a Dealer who carries a machine or two and from 100 to 200 Records and who makes no effort to sell goods want to continue in the business. He cannot make a profit worth the name, he is occupying space in his store that might be filled with more profitable goods, and he is occupying a town in which another firm might do a good Edison business. We are going to do our share toward making existing Dealers better Dealers. We are going to do everything we are now doing, including better and more widespread advertising, and besides are preparing plans that will aid Dealers in extending the business in their respective localities. We intend spending a considerable sum for direct trade work just as soon as we get some necessary information as to the status of Dealers. We expect to get into much closer relationship with the trade than ever before and anticipate that our plans will result in a general improvement all along the line, with greatly increased profits for the trade and ourselves.