The talking machine world (July-Dec 1918)

October 15, 1918 THE TALKING MACHINE WORLD 61 MORE CONVINCING PROOF OF WORLD ADVERTISING RESULTS AMBEROLA SALES IN CANADA The Art Craft Co., Grand Rapids, Telegraphs of Unexpected Volume of Inquiries From Announcement— Indicates That Consistent and Persistent Advertising Always Wins Out Increased Prices No Hindrance to Trade, Canadian Dealers Find The accompanying unsolicited telegram received at the office of The World from the Art Craft Co., Grand Rapids, speaks volumes for the supremacy of The Talking Machine World CLASS OF SERVICE SYMBOL Tel HQ ram Diy Letter Blue Night Message Nlte Night Letter NL If none of these three symbols appears after the check (number of words) this Is a telegram. Otherwise its character Is Indicated by the symbol appearing after the check. WESTE has been authorized for use in the October issue. There is no doubt but that The Talking Machine World can be used to excellent advantage by every talking machine manufacturer whose Form 1201 NEWCOMB CARLTON. PRESIDENT GEORGE W. E. ATKINS. FIRST VICE-PRESIDENT CLASS OF SERVICE SYMBOL Telegram Day Letter Blue Night Message Nttt Night Letter NL If none of these three symbols appears after the check (number of words) this is a telegram. Otherwise its character is indicated by the symbol appearing after the check. RECEIVED AT M26 CPD MB 49HL 3 EX GRANDRAP ID 8 MICH OCT 2 1918 TAIK11TG MACHINE WORLD 373 4 AVE NEWYORK N Y Our Add in Sept Issue of Talking Machine World Has Brought Unexpected Results In Such A Short Time This Experience Verifies The Belief That Good Merchandise Advertised In The Proper Way Will Bring Results You May Rest Assured That We Will Continue Space In Your Pauer The Artcraft Co. E W Simpson in this industry and the tremendous drawing powers of advertising in its pages. The Art Craft Co. used a full page advertisement in the September number announcing a new line of high-grade machines. As the telegram indicates, this advertisement produced unexpected results, and another full page advertisement 726PM product is worthy of consideration by the trade. As The World reaches the progressive dealers in every part of the country, it offers the manufacturer an opportunity to keep his name before the trade month after month and build up a good will for his product that is invaluable and cannot be measured in dollars and cents. Coming at this time, following the recent announcement of an increase in United States prices of Edison instruments, a comparative statement of Amberola sales in Canada since that country has been at war is fraught with tremendous importance and significance to every United States Edison dealer. Taking the total sales in Canada of Amberola instruments and records for the years 1915, 1916, 1917 and the first quarter of 1918, the following percentages of increase in volume of sales are shown: 1916 over 1915, 41 per cent, increase; 1917 over 1916, 62 8/10 per cent, increase; first quarter of 1918 over same period of 1917, 82y2 per cent, increase. This increase of sales is even more striking when it is considered that in 1916 and 1917 the import duty averaged 37J4 per cent., whereas in 1918 this duty was raised to 50 per cent. And in spite of that the increase in volume of sales for the first quarter of 1918 was 82J4 per cent. From an analysis .of the foregoing it becomes evident that the higher retail price of Amberolas and Amberol records in no way hampers the sale of this merchandise. We must also consider that Canada differs from the United States in that that country has been at war since 1914, whereas we here have been in the conflict only a year and a half. It seems that these figures of actual results obtained should inspire every Edison dealer with the knowledge that an increased retail price does not interfere with the demand for the merchandise he has to offer. WRONG TIME TO CUT DOWN Cutting down advertising in slack times is an example of "penny wise and pound foolish." Advertising is like a magician's bag — more comes out of it than was put in. WHEN YOU FIGHT— FIGHT! When you fight — FIGHT! When you buy ■'ight as these American soldiers fought in the streets of Fismes. "They covered themselves with glory," the papers say. Of course they id — they are Americans. They met the finest of the enemy ' troops in a terrific hand-to-hand struggle. They used their guns — their bayonets — their hare fists. Every American soldier went after his man desperately, fearlessly, persistently, with one great driving purpose — to whip that russian Guard, to silence its machine guns — to win! It's a pretty good way to fight — this American nay. It wins battles over there, it will win a splendid Victory over here — if we fight when we fight — if we buy Liberty Bonds to our utmost. Silas E. Pear sail Co. WhoU>aU Diitri It) East 39th Street Silas E. Pear sail Co. 10 East 39th Street and Rtcord. New York