The talking machine world (Apr-June 1921)

The Talking Machine World New York> May \5, \92\ Price Twenty-five Cents WILLIAM MAXWELL SEES EARLY STABILIZATION AHEAD Replies to Questionnaire Sent Out to Banks by Vice-president of Thomas A. Edison, Inc., Indicate That Agricultural Improvement Will Bring About Upward Trend of Business Shortly Vol. J 7. No. 5 THE REPAIRMAN DRUMS UP TRADE Talking Machine Dealer Finds That the Repairman Points the Way to New Channels for Developing or at Least Reviving Interest in the New Records and Even in Machines One of the larger dealers in talking machines in the Middle West, who maintains his own repair department, found recently that the public had not only shut down on buying new goods, but likewise appeared disinclined to have repair work done, with the result that his repairman was spending most of his time resting himself or tinkering on odd jobs on which there was no income. It was the repairman himself, who, realizing that such a state of affairs could not go on indefinitely, suggested as a means of keeping his job safe that he be permitted to call on the dealer's customers and solicit repair work. As a result of the first couple of days of effort there developed a single repair job, that of installing a new spring, but the repairman had meanwhile dug up several machine prospects and filled orders for close to $50 worth of records. It was found that by presenting himself as a repairman he was able to gain entree into the house in order to inspect the machine. The housewife in every case kept close at hand, probably for safety's sake, and it was an easy matter to swing the conversation around to the questions of new records and of friends who should buy, or contemplated buying, machines. The repairman had wisely carried with him a half dozen of the latest records and in every home played at least two of them over, ostensibly for the purpose of testing the speed of the motor. In most cases the testing records pleased and an order followed. It is, of course, out of the question for every dealer to send a repairman in search of business, nor is it always possible to secure a repairman with a real selling instinct, but where the opportunity presents itself, and the combination exists, there is found a new avenue for getting close to prospects and old customers and reviving interest in new records. Get out and sell goods. Hustle. Fight. Don't get fastened in one hole. A talking machine dealer in one of the larger cities in the East, in casting about for means for increasing record sales, came to the conclusion that there were a great number of daily visitors to the citi' who could be induced to buy their new records in town, provided facilities were offered for giving them quick service without taking them out of their beaten paths from train to office, or vice-versa. This particular dealer was located in a fine business section, but did not let that fact deter him from going abroad in search of sales rather than .waiting for the business to come to his door. After giving the matter of reaching the transient and the commuter some thought he finally made arrangements with a company conducting a chain of news and candy stands at local railways and interurban terminals to take record orders for his store. The system is a simple one. A board is provided, on which is tacked the latest monthly bulletin, together with a list of other desirable records. On the board also are fastened two or three of the latest popular records, and at the bottom are pockets containing current record supplements and other literature. A bold sign at the top of the board announces that record orders left at the stand in the morning will be filled and delivered from the stand in the after Early stabilization of the agricultural situation and a rapid upward trend in business generally are indicated by responses received from banks throughout the country to a questionnaire recently sent out by William Maxwell, vice-president of Thomas A. Edison, Inc. "The replies indicate a larger percentage of the 1920 grain crop still in the farmers' hands than other sources of information had led us to believe was the case," said Mr. Maxwell. "While the planting season will temporarily retard the liquidation of bank loans in the country districts, I believe that there will be a substantial renewal of liquidation, after the farmers get their crops in, and I do not share the opinion of those who feel that a further marked reduction in farm loans in the grain country must wait on the new crop. "The banks in the corn belt report quite generally a marked increase in the breeding of hogs. In numerous localities an increase in dairy cattle and the feeding of beef cattle is reported. These can be regarded as most encouraging signs, for cattle and hogs are the great stabilizers of agriculture. "We are pretty well convinced that there will be a material reduction in the 1921 cotton crop," Mr. Maxwell continued. "Without exception Southern bankers report reduced purchases of commercial fertilizer, and this, apart from a reduction in acreage, will automatically result in a reduced crop. I do not anticipate so large a reduction in cotton acreage as some people expect. However, judging by the past, the acreage decrease does not have to be very large KNOWING YOUR OWN LINES The kind of selling knowledge for you to always have in "mental stock" on all occasions is knowledge of your own goods, not knowledge of what the other fellows are making or doing. If a customer wants to ask about the product of some other concern let him ask the other concern. Tell him your knowledge is noon. The "front" really attracts the attention and does the selling and the attendant simply takes the actual order itself and collects upon delivery. As a result of this a very moderate selling commission satisfies the newsstand people. The new scheme proved its value during the first week, for not only did it attract many new customers, but proved most satisfying to some older customers, who thus saved the time formerly taken to go to the store proper. Following up the plan the dealer, in sending out his monthly l)ulletins, explained that record orders could be left at the various terminal stations, even when they were placed with the store by telephone. The dealer's plan has served to bring about an increased volume of business at an expense far less than would be incurred were a salesman to be sent out on a general soliciting campaign. This particular dealer does not claim originality for his scheme, but adopted the idea from the practice of New York department stores in maintaining booths at the big railway terminals for the convenience of commuters, who may place their orders in the morning and pick up the goods at night. This particular instance is cited to show that there are still new ways of developing record business, provided the dealer really makes a point of seeking them. to have an effect on prices. In 1892 an acreage decrease of approximately 16 per cent was followed by a price increase of 15 per cent. In 1895 a 14 per cent acreage decrease was followed by a price increase of 65 per cent. In 1907 a 5 per cent acreage decrease was accompanied by an 8 per cent increase in price. In 1915 a 14 per cent decrease in acreage was followed by a 66 per cent increase in price. Needless to say, there were various abnormal influences in 1920, but the fact remains that the price of cotton has always seemed quite responsive to' acreage reduction, and I doubt if international economic conditions will be sufficient to abrogate the rule this year. "Business in general is weighed down by numerous bad influences. When some of these are removed, or even when a fair promise of removal is apparent, the upward trend may be rather rapid, particularly in view of the shortage of many kinds of merchandise and the immense amount of gold which we have. "I am sorry to note the attitude in Congress that certain things must be done, whether they are right or not, because the West will 'raise hell' if they are not done. Recently, I spoke before the Chamber of Commerce, at Hutchinson, Kan., which is right in the heart of the militant West, and I must say that I observed very little of this hell-raising tendency. On the contrary, the men in Hutchinson and vicinity seemed to be conservative, broad-minded men and keenly conscious of the fact that Kansas cannot be prosperous unless the rest of the country is also prosperous." confined mainly to what you produce and what you have to sell and, above all, avoid finding fault with, or running down, the product of a rival. It is a wise and profitable policy. SAMAROFF TO MAKE RECORDS Famous Pianist, Who Has Been Heard With Favor Throughout Country, to Record Exclusively for Victor Talking Machine Co. Olga Samaroff, the distinguished pianist, in fact one of the foremost women pianists before the American public, recently signed a threeyear contract to make records exclusively for the Victor Talking Machine Co. The first records of Mme. Samaroff will be announced at an early date, as this prominent artist recently made extended visits to the Victor laboratories. Mme. Samaroff just recently finished a series of eight Beethoven recitals in Aeolian Hall, New York. Her interpretations of the piano sonatas of the great master came in for the highest praise. The critic of tfie Sun said: "The undertaking was one of serious character and it was carried forward in a serious spirit. Mme. Samaroff is a pianist of more than common intelligence, a devoted student of her art, and a woman of alert mind. Her playing of the adagio of opus 106 was a truly beautiful performance." NEW POST FOR H. L. OBERT H. L. Obert, dealer service manager of the Columbia Graphophone Co.'s Omaha branch, has become associated with the Dorian & Shields Furniture Co., of Omaha, and will manage the talking machine department of both stores in that city. Mr. Obert has to his credit a number of years' experience in the talking machine field, and is also well known in the music publishing business. GETTING THE BUSINESS OJ THE HURRYING COMMUTER How the Establishment of Order-taking Facilities at Railroad Terminals Helped to Develop Record Sales for One Live Retailer at Small Increase of Effort or Expense See closing pages for Index of Articles of Interest in this issue of The World i