The Edison phonograph monthly (Jan-Dec 1911)

10 Edison Phonograph Monthly, Mar., 1911 Three More IC Specials" There has been quite a famine of "Specials" lately, due to a scarcity of what we considered suitable material for the purpose. We are satisfied, however, that the three which are advanced from the May supplement to go on sale March 25th will atone for the gap. "Put Your Arms Around Me, Honey," and "Let Me Live and Stay in Dixieland" have all the ear-marks of popularity of the country-wide sort, and if Broadway approval counts for what it generally does, our judgment in selecting them as "Specials" will be fully vindicated. "Silver Bell" in the two-minute list needs no sponsorship ; its popularity among the songs of the day and the Records in the Edison Amberol catalog is unprecedented. It will go big with owners of "unamberolized" machines. Dealers will make no mistake in doubling up on their orders for these "Specials." With the New Record Exchange Plan at their backs, they have nothing to lose by liberality in their orders, and everything to gain. They should also see that the special printed matter which will accompany the Records is distributed to the best possible advantage and the Records otherwise advertised as soon as received, so as to get the fullest possible benefit from the early popularity of the songs. In ordering "Silver Bell" we would urge that care be taken to specify whether the Amberol or Standard Record is intended. In the absence of definite information the Jobber will be placed in a quandary and shipment will inevitably be delayed. Amberola Complaints Occasionally we receive a complaint from a Dealer who claims that he has received an Amberola cabinet in a scratched or otherwise marred condition and puts the blame up to the factory. In practically every such instance so far investigation has revealed the fact that the damage was done in unpacking the instrument. It can't well be otherwise, for no instrument is passed by our inspectors unless perfect in every detail and the utmost care is used by our packers to insure the instrument against any ordinary damage in transit. We would therefore urge Dealers to use every precaution in the work of handling and unpacking their Amberolas and are satisfied that if this is done, the complaints referred to will be few and far between in the future. Who Pays the Cost of Advertising? A much mooted question. Let's suppose a case for the sake of argument. In the comfortable precincts of his own home a man of family puts on his slippers, lights his pipe, picks up the evening paper and settles back in his favorite arm-chair to enjoy an hour or two of reading. His eye is caught by a neatly worded, convincing ad which tells him what a pleasure and a comfort the Edison Phonograph is in the family circle — what incomparable entertainment it brings into the home — and winds up with what strikes him as a perfectly square proposition— an offer to demonstrate the instrument free of all charge in the home. That "home" suggestion hits him where he is most vulnerable — he becomes curious — investigates — BUYS. Who in reality paid the cost of that ad? Did the purchaser? Hardly. He bought a one-price article out of which he will get satisfaction galore — value received and then some. Did the Dealer who inserted the ad? Nominally, yes; in reality, NO. He gets the immediate profits on the sale of the Machine and Records, enough perhaps to pay for a dozen more ads, and he has in prospect the big profits — the real profits of the line — that will be his from future sales of Records and Accessories, to say nothing of what business a pleased, enthusiastic owner can and very likely will throw his way. If not the customer or the Dealer, who then did pay for the ad? Well, to us it looks very much like THE DEALER WHO DID NOT ADVERTISE. There may be other ways of figuring it out, but from our point of view that's the only logical conclusion that can be reached. Who do you think paid for the ad, Mr. Dealer? A Misunderstanding Evidently some Dealers are not aware of the fact that we have changed from the rivet-back to the screw-back feed nut, and from the metal to the rubber horn connection, although due notice of the change was given and the superiority of the detachable feed nut and the rubber connection clearly pointed out. Hereafter, if your Jobber fills your order with these latter style parts, don't return them with a caustic letter cautioning him against the futility of trying to work off old-style parts on you; for as a matter of fact he is trying to supply you with new style parts instead.