The talking machine world (Jan-Dec 1906)

THE TALKING MACHINE WORLD. 33 THE BUILDING UPOF A BUSINESS. This Article Embodies the Varied Experiences of Several Successful Talking Machine Dealers Interviewed by the Writer Especially for The World. The first question which must of necessity arise in the mind of the prospective tallving machine dealer is where to locate. This can only be determined after a great deal of very careful investigation, for it is practically the key to the situation. If the location is good, the dealer may either succeed or fail according to his aptitude, but if the location is bad, even ability will not suffice, and the business will surely languish. It is imperative, therefore, that a good location be chosen, and in doing this there are two things to consider: Fi:'st, the store should be situated along a thoroughfare upon which people are constantly passing. Second, the people who pass should, in the majority, be those who can afford the pleasure of a talking machine in their homes. Then there should be something in the adornment of the show window to catch the eye of the beholder and hold it long enough for an image, hazy, perhaps, but nevertheless an image, to be stamped upon his memory and carried away with him in the form of an advertisement for the store from which it is taken. By this time we will suppose that the site for the store has been chosen and the window decorated along the lines above described, and that the proprietor has a little time to devote to other matters. The first of these should be a catchy advertisement in a local paper. Every ward in our large cities, and every country town has its little advertising sheets distributed gratuitously, and therefore widely read. The rate charged advertisers is extremely moderate, and it will serve the needs of our friend remarkably well, for it will acquaint people with his existence, and the sooner he does that the better. It should be carefully worked up in a way that will attract attention, the following being an idea for such an advertisement: Next time yua stroll down Broad street, Stop in at twenty-three. We've something there to show you That you will want to see. We've opened up a brand new store ; Come in and have a laugh. You'll simply Jiave to. when you hear Our latest phonograph. -TOHN .JONES, Dealer in Talking Machines and Supplies, No. 2:i Broad Street. We will treat you all right all the time. This advertisement could be made even more attractive if accompanied by an illustration of a humorous character, for people will stop to look at a funny picture when they will allow print to pass them by unread. How would this do? 0UItG00D5 WILL BEAR INSrECTION! The dealer will find that the very first insertion will bring him visitors galore, but they will come out of curiosity, and not to purchase. He should not be disheartened, however, but should treat them courteously, playing the part of genial host to the best of his ability. He must render all selections asked for, and answer all questions, no matter how numerous, and while at first it may seem a thankless task, slowly, almost imperceptibly, there will be growing among his callers an interest in the talking machine which will eventually ripen into purchases. We have now reached the point where the business should begin to show some returns, and from this time forward it is simply a question of hard work, viz.: The local advertising should be kept up. Monthly bulletins should be sent to patrons embodying, in addition to the list of new records, any little hints or ideas which may occur to him from time to time, and which he thinks will maintain the interest in him and his goods. In other words, he should prove himself a progressive dealer. There is very little more to be said, for after the business is started, and started right, it will run smoothly and with an ever-increasing profit, provided the man at the helm has his eye open for bars and rocks, is optimistic, and steers under a full head of steam straight for the harbor of success. Howard Taylor Middleton. Editor's Note. — There have been a number of editorialettes published in The World during the past few months dealing with hints to dealers which will be of assistance to the new recruit in the "talker" line at the outset of his career. A COLUMBIA ENTHUSIAST. We present herewith an excellent portrait of Mervin E. Lyle, who came to this city on October 1 to take the position as assistant to J. W. Binder, chief of the executive oQice of the Commercial Graphophone, General, at .3.5:3 Broadway. MERVIN E. LTLE. Mr. Lyle is a son of the late Mervin E. Lyle, who was one of the founders of the Columbia business, and is a nephew of George W. Lyle, general manager of the Columbia Co. Mr. Lyle has made a splendid reputation for himself, and is a young man of very pleasing personality, and who will without doubt win for himself a host of friends in this city. REVIEW OF MARKET CONDITIONS. With talking machine people trade has improved the past month. No great rush of btisincss with dealers, but jobbers are in a more cheerful frame of mind, with manufacturers in the various branches swamped with orders. The large companies are doing their best to satisfy the demand for goods, but they are still wofully behind; in fact, it is not believed they will catch up on machines and records until after the first of the year. It is needless to refer to the situation from the point of view of the "big four," as they are running capacity, increasing their factory forces and enlarging plants to cope not only with the present demand, but to provide for what they esti mate will be a still further development of the trade. One of the marked features in machine sales is the astonishing orders placed for Victor Victrolas, the new hornless combination cabinet product of the Victor Talking Machine Co., who admit their inability to make deliveries as rapidly as might be wished, and possibly prayed for on the part of the jobber. The V. V. has certainly made a "ten strike," and imitations are being heara about in the open market. TALKING MACHINE GROWTH. The Latest Figures Issued by the Census Bureau Are Interesting. The Census Bureau have recently issued some figures on the development of the talking machine industry for the year 1904, as compared with 1900, the last census date. While the growth of the industry has been greatest within the past two years, yet these figures give an idea of the steady advance of this industry. In 1904 there were fourteen establishments engaged in the manufacture of talking machines with a total capital of ?8,740.618. In 1900 the number was 11, and the capital invested amounted to $U, 348,282. The number of salaried officials, clerks, etc., in 1904, was 537, whose salaries amounted to .$666,489. while in 1900 the number was 114, and their salaries amounted to |119,145. The average number of wage earners in 1904 was 3,397, to whom was paid |1, 683,903 in wages. The wage earners in 1900 numbered L267, and the wages paid amounted to 1608.490. Miscellaneous expenses in 1904 amounted to $l,r 653,762, and the cost of materials used to $4,161,136. In 1900 these amounts were $215,401 and $827,520, respectively. The total value of the product in 1904 was $10,237,075, while in 1900 it was only $2,246,274. ORATORIA BY TALKING MACHINE. In recent issues The World has referred to the production of opera through the medium of the talking machine and we have now to note another advance, namely, that on October 14 "The Messiah," Handel's immortal work, was given by means of the Gramophone to a large and enthusiastic audience at Halston Hall. Weybridge. England, and a week later another performance was given at Queens Hall. The chorus and solo work was admirably reproduced. This marks another artistic advance. W. A. Mullen is now attached to the commercial system department of the National Phonograph Co., and assisted at the company's exhibit in the National Business Show, Madison Square Garden, New York, which closed November 3. COMMERCIAL GRAPHOPHONE WANTED. WANTED — Commercial Graphophone. Spring motor or electric. "Wholesale," care of Talking Machine World, 1 Madison Avenue, New York. ^ATTENfioT^ Correspondence invited with manufacturers of automatic specialties and advertising novelties desiring Western representation. BoydHarrison Co., 6 and 8 Madison Street, Chicago. Will pay cash for some Talk-o-Phones. Straight arm machines preferred. Must be cheap. Communicate at once with "Regular," care The Talking Machine World, 1 Madison Avenue, New York City. A young and energetic manager for our wholesale and retail Edison and Victor Talking Machine Departments. Must be thoroughly experienced and reliable. Write at once, giving references and stating salary expected. E. H. Droop, care E. F. Droop & Sons Co., 925 Penna. Avenue, Washington. D. C.