The Edison phonograph monthly (Jan-Dec 1916)

EDISON PHONOGRAPH MONTHLY, JULY, 1916 PERSONAL TASTE IN ORDERING RECORDS APROPOS of that excellent page 7 in the Phonograph Monthly for June. Did you read it carefully and take to heart what was said or did you just glance over it and forget it? If by any chance you didn't give it serious thought, pull it out of your drawer and re-read it. The "proof of the pudding is in the eating," and the fact that all of these four Edison Dealers are successful merchants proves that their action in this matter is sound and very desirable to adopt. One of the worst things a dealer can possibly do when ordering records is to let his personal taste influence his purchases. No matter what opinion you may have of this subject, you cannot do it and make a success at it. Judging the public's taste is almost an impossibility. You never can tell just what constitutes a hit and what suits their fancy. How many times have you seen a record you personally wouldn't give five cents for become a hot seller? Or something you thought exceptionally fine move very slowly? There are gentlemen who have been associated with this company for years who study conditions constantly and they are very frank to admit it's about the most difficult thing imaginable to tell just what constitutes a hit and why it is the superior seller. Another thing, we notice a tendency on the dealer's part to judge records by the name of the selection. It can't be done. Just how this works against you is illustrated in the following: On the July list is Edison record No. 2908 "Swing Along!" sung by the Orpheus Male Chorus. This record was completely overlooked by many dealers, undoubtedly because the name didn't sound inviting. Now when you have finished reading this, if you were fortunate enough to order it, go play it. It's a gem! Full of snap and action and that kind of negro rhythm so characteristic of the race and so popular with the public. It should sell to anyone who cares for music. So you see, after all, the advisability of always ordering a complete list eliminates the uncertainty of being caught without goods when a rush comes for a certain record that possibly you thought only fair. Write to your Jobber to-day, this very moment, giving him a standing order for each list as it comes out. Will you do this? ronage but which do such a comparatively small business that the luxury of an orchestra cannot be afforded. A high-class music-reproducing instrument such as the Edison Amberola can become a valuable adjunct to a business like this if it is properly used. A program, not to exceed the number of selections that would be played by an orchestra, should be arranged and the numbers should be carefully selected by some person who is competent to make up restaurant programs. It is very essential that the music should be of the right class if the selections are to add to the pleasure of the diners. There should be an intermission of several minutes between each selection just as there is an intermission between the numbers played by an orchestra. The only way that a phonograph is made tiresome is by playing one record after another as fast as they can be placed on the machine. The greatest singer in the world, or the finest musical organization would weary an audience if there were no pauses between the numbers on their programs. If used properly the Amberola will fill in an ideal way the musical requirements of many small restaurants that now suffer because they cannot offer their patrons a little music with their meals. Dealers will find that they can make a number of sales by placing instruments on trial in the smaller restaurant, first instructing the person who will have charge of the machine how to play it to the best advantage and in a way that will appeal to to the patrons of the place. AMBEROLA IN A SMALL RESTAURANT Proprietors of small restaurants or tea rooms, who cater to a refined class of people, should be interested in the possibilities of the Amberola in connection with their business. There are many little restaurants which cater to an exclusive pat WILL YOU CO-OPERATE? Accompanying last month's Phonograph Monthly was the following letter: "We are desirous of making this year the biggest and most productive that the cylinder line has ever enjoyed. Present indications point to a tremendous increase in this business, which will possibly call for some new methods in caring for this increase. "With this thought in mind we ask that you forward to us at your earliest opportunity any suggestions that in your estimation would be beneficial to the growth of the cylinder line. These suggestions should cover everything from the attitude of the public in your vicinity up to any personal thought you may have on the best method of marketing this product. This information will be of value to us and you are cordially requested to offer any suggestions you desire. "While this letter is going to every one interested in Cylinder goods it is in no sense a form letter, we desire your personal views. "Please bear in mind that in offering these suggestions that we desire only constructive criticism." THOMAS A. EDISON, INC., Musical Phonograph Division, Amberola Department, K. R. Moses, Sales Manager.