The talking machine world (Jan-Dec 1906)

20 THE TALKING MACHINE WOULD. sellers of maclfmesj EDWARD LYMAN BILL, Editor and Proprietor. J. B. SPILLANE. Managing Editor. Trade Representatives: Geo. B. Keller, F. H. Thompson, W. N. Tyler. Boston Office : Ernest L. Waitt, 173 Tremont St. Chicago Office: E. P. Van Harlingen, 195-197 Wabash Ave. Telephones: Central, 414; Automatic. S64.3. PhitsLdelphia Office : Minneapolis and St. Paul : R. W. Kauffman. E. C. Torrey. St. Louis Office: San Francisco Office: Chas. N. Van Bueen. Alfred Metzgee, 425-427 Front St Published the I5tl\ of every month at 1 Madison Ave. N. Y SVBSCRIPTION (including postage). United States, Mexico and Canada, 50 cents per year; all other countries, $1.00. ADVERTISEMENTS, $2.00 per inch, single column, per insertion. On quarterly or yearly contracts a special discount is allowed. Advertising Pages, $60.00; opposite reading matter, $75.00. REMITTANCES, in other than currency form, should be made payable to Edward Lyman Bill. ^"IMPORTANT.— Advertisements or changes should reach this office not later than the 9th of the month and where proofs are required, by the 7th. Advertisements arriving too late for insertion in the current issue will, in the absence of instructions, be inserted in the succeeding issue. Lon^ Dista.nce Telephone— Number 1745 Gramercy. NEW YOR.K, MARCH 15. 1906. DEALERS and jobbers who are complaining about the inability of manufacturers to fill their orders more promptly should be fair in their criticism. In the first place this industry has shown a phenomenal increase. It has gone ahead at a pace never equaled or approached in any other trade, and when the manufacturers made what they supposed were ample preparations to take care of a reasonable amount of trade, by making substantial additions to their productive capacity they felt that they had gone far enough — at least as far as good judgment and conservatism should permit them to go. They did not dream of such a marvelous expansion, such an unceasing demand for products from all quarters of the globe in such an uninterrupted manner. THEREFORE, it could not be reasonably expected that they could meet all of the demands made upon them with just the same degree of promptitude which they would like. The dealers should -understand that it is not the desire of manufacturers in the slightest to hold back orders. On the contrary they are working day and night to take care of their trade, and If they are compelled, as they are in some cases, to parcel out their product here and there by the partial filling of orders, they are doing the best they can under the circumstances. They are, however, making preparations for an augmentation of output, but it takes time to enlarge factory facilities. All of these projected moves may be made on paper in a very limited time, but to erect factory buildings and install therein special machinery requires something more than a few sketches from the architects, particularly in these days when we are confronted with labor problems in various forms. The question of supplies is not an easy one, and patience should be exercised by the dealers, some of whom have written us expressing bitter disappointment regarding the failure of manufacturers and jobbers to promptly fill their orders. They are utilizing all the means at their command to consistently take care of their trade. THERE are no more progressive or energetic men to be found in any industry than the one in which The World plays an important part, and our readers should rest assured that there is no time or energy lost by the manufacturers in trying to meet the situation squarely, but it is beyond the power of most of us to do just what we most desire at all times. There seems to be a steadily rising tide for talking machines and supplies from everywhere on earth, and in another year the makers will be better prepared to meet the growing demand, for growing it will be, for we belong to the optimistic class, who believe that the talking machine industry is only in the first stages of its development. The business will change. New features will be introduced, but it will not halt. It has far outgrown all predictions made for it years ago. and it has done even more. It has overcome public prejudices, and has now reached the dignity of an industry, and as will be shown by consulting our special reports, it is not only in America, but in all foreign countries that the talking machine exerts a powerful influence. TRADE in all lines continues excellent, and the business man who does not show material advance this year with favorable conditions all around must at once figure that his policy is a wrong one, and he had better relegate it to the scrap heap of an unhappy past, and dig up some new theories as a substitute for the old. Business is good, and every dealer in this industry should score excellent results. We have noticed in our travels some attractive lines of advertising prepared by local talking machine dealers, and we would suggest that all of our readers forward to The World marked copies of their advertisements which appear from time to time, as it might prove an interesting feature to reproduce some of tnese witu comments. Do not fail to send us marked papers containing your advertisement. We should like to know what all of the people in this line are doing to win their share of trade. THE window features should not be overlooked in the talking machine business and right here we wish to say that window space in man}' instances is not used to the best advantage. We have seen the windows of numbers of talking machine people filled with an unattractive assortment of machines poorly displayed, the whole scene presenting an uninviting appearance which naturally has the tendency to repel rather than to attract trade. What a refreshing contrast to step from such a store into one where every square foot of window space is used to the best possible advantage to attract trade. We have in mind, as such an illustration, one of the largest music trade houses in the West, whose display we recently inspected. Instead of their windows being fiiled with pianos, the proprietors had given the talking machines and accessories the premier position as nothing appeared in the window but talkers, horns and records. The whole window scheme was developed in an attractive manner, and thousands of people would stop to admire the show, and at the same time the impression was left upon their minds that talking machines have grown to be important factors in our modern life. talking machine was doing the entertaining. This was one of the cleverest forms of advertising and it attracted a vast deal of attention, 'the proprietor informed us that he considered that his investment in window space was worth thousands of dollars to him. We mention these facts because it is constantly shown to us that all of the dealers do not appreciate fully the advantages which may accrue to them through excellent use of their window space. AND while upon the subject it might not be amiss to say a few words regarding the qualities of salesmenship. The business is so new that we have thus far developed a limited number only, of what we may term expert talking machine salesmen, and yet the trade affords great opportunities for bright, energetic young men who will make a study of the selling end of the business, and who will treat it as a profession. Superficiality never counts for long in any line. It might be expected by those uninformed that the talking machine would tell its own story, so it does, but tne story should be supplemented and reinforced by good, clever, convincing work on the part of the salesman. THE salesman should learn something of the possibilities of the talking machine, and if he devotes his energies to the business in a conscientious manner, he will at once understand the necessity of acquiring a knowledge of the talking machine and its capabilities, for when we figure that to-day one hundred dollar outfits are frequently sold it must at once be seen that it requires a good salesman to impress upon customers the excellence of those goods. He^ can best handle the situation by thoroughly posting himself as to what the machines will do. Learn the business thoroughly and then success will be nearer, and most of us like to be as close to success as possible. THEIRE is no section of the civilized world that The Talking Machine World does not reach. The list of our foreign subscribers is steadily growing, particularly throughout South American countries, Australia, Africa, India, Great Britain, France. Germany — in fact wherever talking machines are sold. Our advertisers are constantly sending in such letters as the following, which we have just received from the Star Novelty Co., of Grand Rapids, Mich., in which they state: "Through our advertising in The Talking Machine World we have received orders .Irom England and continental countries, one coming from Paree, Java, Dutch Indies." WE saw another window wherein was worked out a pretty home scene by having figures seated in a room wherein a huge WE cannot give the space to the reproduction of the many kind things said by advertisers and subscribers anent The World, but it is most gratifying to find that its army of readers is steadily increasing throughout the glebe. The World has fairly demonstrated its ability to pose as a helpful adjunct to the industry, and we ask the co-operation of our readers to make it better and broader by sending to us at any time matters which they desire discussed in our columns. This publication is intended to be, in the truest sense, the forum of the talking machine industry, and there are no interests which should be neglected in the slightest, as a united industry means progress in every department. Let us all stand together for the best interests of the talking machine trade. It is worthy of splendid support on the part of those interested in its promotion.