The talking machine world (Apr-June 1921)

8 THE TALKING MACHINE WORLD May is, 1921 PUBLISHED BY EDWARD LYMAN BILL, Inc. President and Treasurer, C. L. Bill, 373 Fourth Ave., New York; Vice-President, J. B. Spillane, 373 Fourth Ave., New York; Second Vice-President, Raymond Bill, 373 Fourth Ave., New York; Secretary, E. L. Bill; Assistant Treasurer, Wm. A. Low. J. B. SPILLANE, Editor RAY BILL,B. B. WILSON, BRAID WHITE, Associate Editors L. M. ROBINSON. Advertising Manager L. E. BOWERS, Circulation Manager Trade Bepresentatlveg: A. F. Carter, Wilson D. Bush, C. Chace, Edward Lyman Bill, V. D. Walsh, E. B. Munch, Chas. A. Leonard, Scott Kingwill, A. J. Nicklin Western DlTlslon: Republic Building, 209 So. State Street, Chicago, 111. Telephone, Wabash S774. Boston: John H. Wilson, 324 Washington Street Lfondon, Eng., OflBce: 2 Gresham Buildings, Basinghall St. W. Lionel Sturdy, Mgr. The Talking Machine World has regular correspondents located in all of the principal cities throughout America. Published the 15th of every month at 373 Fourth Ave., New York. SUBSCRIPTION (including postage): United States, Mexico, $2.00 per year; Canada, $3.00; all other countries, $4.00. Single copies, 25 cents. ADVERTISEMENTS: $5.50 per inch, single column, per insertion. On quarterly or yearly contracts a special discount is allowed. Advertising pages, $150.00. REMITTANCES should be made payable to Edward Lyman Bill, Inc., by check or Post Office Money Order. NOTICE TO ADVERTISERS— Advertising copy should reach this office before the first of each month. By following this rule clients will greatly facilitate work at the publication headquarters. Long Distance Telephones — Numbers 5982-5983 Madison Sq. Cable Address: "Elbill," New York. NEW YORK, MAY 15, 1921 THE TURNING OF THE BUSINESS TIDE LEADING financial and business authorities seem to be of the opinion that the trade tide is turning; that the nation has reached the bottom in the way of depression and that business is now bound to move omvard, not to a flood, but along lines of steady betterment, which within the next six months will manifest itself in a greatly improved condition in retail and wholesale fields. The talking machine industry has come through the readjustment period with a much better showing than a great many other industries. There has been a great deal of house-cleaning financially. A great many fly-by-night concerns have gone out of business, so that the industry to-day is proceeding along healthier, constructive lines, all leading to newer and better conditions. Talking machines and records have won a recognized position in the music and trade worlds. They are not luxuries, but necessities, for they bring culture, refinement and happiness into the home, as well as a knowledge of the very best in music. There is still a tremendous market for the talking machine. We have only scratched the surface, so to speak, and the industry is entering newer and broader phases all the time. The business is there, but like the ore in the mine it must be dug out by hard and persistent work. The dealer who develops the most original plans of enthusing that element of the population not now well disposed toward the talking machine is bound to be rewarded for his labors. It is a stock market axiom that the time to buy stocks is when the market is so low that everybody is discouraged. And this might be applied to business conditions generally, to the end that when business is dull the dealer should expend his best efforts to develop his business by aggressive salesmanship and newspaper publicity and by inspiring confidence. W'^ith this policy being carried out by an army of dealers throughout the United States there can be no question that a greater measure of success will be achieved. THE IMPORTANCE OF THE TAX QUESTION ALTHOUGH the members of the talking machine trade, particularly the retailers, have not apparently taken any great amount of active interest in the fight being waged by the Music Industries Chamber of Commerce and other interests to have some sort of Sales Tax provided for in the new Revenue Bill to take the place of existing excise and excess profits taxes, the fact remains that the talking machine dealers, through their jobbers, have contributed much valuable material for the Chamber to base arguments upon. One of the chief arguments against the excise tax has been that on instalment sales, as a rule, the first payment received by the dealer does not equal the tax, and therefore the Government would be the only one to realize any immediate return on the sale. Of several hundred dealers who have supplied information supporting this contention, four-fifths have been talking machine retailers. The big fight on the Revenue Bill is still to come and talking machine men, having aided indirectly in the campaign, might do well to give direct support to the efiforts being made by the Chamber of Commerce to win the desired relief for the industry. It must be remembered that, although the excise tax Qf five per cent is a burden, there have been suggestions made that this tax be doubled, which would mean the wiping out of a large portion of the industry. The cause is not that of special interests, but rather of the trade as a whole. I AGGRESSIVE SALESMANSHIP IS NEEDED I AGGRESSIVE salesmanship is the need of the hour. Too many dealers think otherwise, apparently. They are disposed to find fault with conditions and assume an attitude of "waiting until business gets better." Hence there is little evidence of leadership in ideas or that initiative which is so necessary to win the battle for trade. If business conditions are as poor as some of the complaining dealers think they are, they are certainly going to get worse rather than better unless they inaugurate some new aggressive program. First and foremost, they must get rid of their pessimistic mood and realize the necessity of actually selling the products which they handle. These are times when direct, intelligent action is necessary. The dealer who expects to make money to-day must go outside of his store to sell. He must know his territory; he must analyze and district it carefully ; he must work on the basis that there is business to be had and imbue his salesforce with the same optimistic attitude. He must understand tliat we are facing a condition of underconsumption rather than overproduction, and he must work out a policy whereby this underconsumption is brought up to a normal consumption. This cannot be accomplished by "knocking one's head against a stone wall," but rather by using the gray matter within one's head to evolve a plan of campaign that will make the people in the territory which he controls buyers of talking machines and records. It can be done and is being done to-day by many dealers throughout the country. Reports from widely separated sections prove unquestionably that the dealers who are going after business persistently are getting it. Some unusual means have been adopted to this end, but the fact remains that these people realize that machines can be sold — ergo they are sold. Boiled right down, the burden of responsibility for doing business to-day centers on the dealer. He it is to whom the trade looks for results, and if he fails to realize that he must get out and hustle, why, he must undoubtedly suffer. It is no longer a problem of the dealer getting stock from the manufacturer or jobber — the goods are available. The question is of getting the stock into the hands of the consumer, and getting it not by waiting for the consumer to come into the store but by going out into the highways and byways and making the people realize that the talking machine is the best and most necessary purchase in the world these days, for it brings joy, contentment and happiness into the home. I THE GROWING APPRECIATION OF MUSIC THE recent celebration of ' Music Week" emphasized the fact that there exists ^ greater appreciation of the importance of music in the community and in the home than ever before in the history of the Nation. Evidence accumulates every day that musical instruments of all kinds are playing a great mission as a civilizing and spiritual force, and they are acting as an antidote to any over-tendency toward cold-blooded commercialism. The talking machine dealer can feel proud that the product; which he handles are playing their part in a most impressive way in the school, in the home and in other public places in bringing about a greater appreciation of music and its cultural value. The dealer who is not doing his part in promoting this improved attitude toward music is neglecting a very vital element in the success of his business.