The talking machine world (July-Dec 1920)

October 15, 1920 THE TALKING MACHINE WORLD 157 FROM OUR CHICAGO HEADQUARTERS— (Continued from page 155) a bunch of records and tell him to play them over. Quite simple, is it not? "Another 'argument' made by the dealer against foreign record business is in the matter of ordering. He claims that he cannot know the best selling records in various languages. The best answer to this is that if the dealer has a fair demand for a certain language he should carry the entire stock, or he can carry such a stock as is recommended by his jobber. In regard to what to suggest to the customer there are only three house than to play a few beautiful selections of the Italian mandolin orchestra, Russian Balalaika band, French military band and so forth; even Chinese music appeals as a novelty." L. L. Sebok different kinds of foreign records: song, instrument and comics. You simply find which of these three types appeal to your customer, and then proceed to give him an assortment of the particular kind in which he is interested. It is a significant fact that the foreign record purchaser as a rule purchases several records at one time, while more than 80 per cent of the sales of American records are one-record sales. "It is hardly necessary to emphasize the importance of mailing lists in promoting foreign record trade, but while the American customer's mailing list is built up by consulting the respective statistics of banks, town clerks, city directories, telephone books and so forth, the foreign mailing list is secured best by getting in touch with the social gatherings of the customers you wish to reach. The factory foreman can give valuable information. The priests and the other heads of churches can very often be induced to give names of members of their congregations. "The foreign record business is easily and effectively handled by mail order. For years retail merchants have been successfully using this method. They are very receptive of good advertisements. The foreign newspapers published in this country offer an excellent medium for the use of the retail dealer for advertising his stock of foreign records. "Canvassing is another successful method of reaching this class of trade. Generally, foreigners will be found occupying a certain part of the city or town in which the dealer's store is located, and it is easy systematically to cover all prospects. "The matter of window dispay needs as much attention dealing with the foreigner as with the straight American trade. His foreign records should be displayed in a properly attractive manner. The reason the average person spends more money in a cafeteria than in a regular restaurant is probably because the different dishes are so well displayed in the former that we are tempted to take more than we would otherwise. "Just a word concerning the dealer who has no demand from a foreign element. It is a very good idea for any dealer to carry the instrumental selections of foreign records simply as a novelty proposition. Properly presented, it can always be sold to the American customer. There can be no better entertainment when company is in the TRNSALES AMBASSADORS ACTIVE St. Louis, Mo., October 8. — Geo. Phelps, of the Tri-Sales Co., has left on an extended trip through Missouri, Kansas and Colorado in the interests of the Portophone. M. I. Mayer is now visiting the trade in Texas and Southwest. Fred Gausch, of the Tri-Sales staff, recently returned from a trip to Iowa, bringing with him substantial orders together with optimistic reports of the business situation in this territory. J. t. Dycus, who formerly covered Michigan territory for the company, is now visiting the trade in New York State. H. F. THORNELL IS SUPERVISOR H. F. Thornell, who is well known throughout the talking machine trade, has been appointed supervisor of sales ,of the Eject-O-File Co. of High Point, N. C. Mr. Thornell's thorough knowledge of the industry and his great enthusiasm over Eject-O-File cabinets and filing system fit him particularly for the important post he now occupies. Mr. Thornell was a recent visitor to New York City. He reported he had just completed a remarkable trip through the Western territory in the interests of the Eject-O-File line. He found jobbers were enthusiastic and backed up their enthusiasm by substantial orders for the Eject-O-File Co. The Malarkey Music House, Pottsville. Pa., has moved from South Second street to the Moyer Building on Center street. ATTENDED THE WORLD'S SERIES W. D. Andrews, of the W. D. Andrews Co., Victor wholesalers of Syracuse, N. Y., and his brother. C. N. Andrews, of W. D. and' C. N. 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