The talking machine world (July-Dec 1923)

26 THE TALKING MACHINE WORLD October 15, 1923 Interesting Analysis of Status of Radio Evolution of Radio Compared With Early Talking Machine Days by Walter L. Eckhardt, President of the General Radio Corporation Shoes, hats, etc., are merchandised and sold through many exclusive shops specializing on one item or the other, although a survey will conclusively prove that a greater volume of business in any such items is being done through apparel shops wherein such merchandise is a part of the necessary personal equipment. Shoes and hats are a totally different line of merchandise. Shoe shops do not necessarily handle hats any more than hat shops handle shoes, but they are relative and are sold through the same firms to a large extent, although it required years before such procedure was established by enterprising merchants. Radio as a Musical Product , While exclusive shops of one kind or ai}pther are much in evidence to-day, as a rule, they. are rapidly adding lines that are relative or akin to the general plan — so will it be in the radio business. Although radio broadcasting has been an established fact for the past twenty-odd years it was only after the great World War that the public became acquainted with its great possibilities as a means of entertainment and instruction. While the general broadcasting of weatlicr reports, market reports, important subjects, topics of the day and musical programs awakened the public interest, it was not until the past several years that the improvement in broadcasting apparatus and receiving apparatus influenced the public at large to appreciate radio as a household necessity and, in reality, as a musical instrument of unusual charm and entertainment. Therefore, with this an established fact, it is only proper that radio receiving sets should be classed as musical merchandise and sold through establishments fully organized and experienced in merchandising musical instruments. Several years ago, when a very limited number understood the merits of radio, it was more of a fancy to be tolerated, just as we looked upon the motion picture when it was usually served at the end of a vaudeville show, accompanied by the prompt departure of the audience, because it had not yet been fully developed. But to-day people are known to remain through two or more shows of the same picture, and those who judge radio reception by what they heard several years ago will to-day form a totally different impression and be compelled to promptly realize that a good radio receiving set "in the home" is sure to play a very important part in our future lives. Trade Should Be Proud of New Member The piano, phonograph, violin, harp, music box, etc., can justly be proud of its new member, "radio," which, in reality, is all in one, plus so many additional advantages that are needless to relate, while it does not directly compete with any. I mean by this that it will not take the place of some other musical instrument, but, rather, that it occupies a unique position entirely its own, properly located in the musical instrument field, and fortunately so, because, in the writer's opinion, no other line of trade is quite so well qualified to undertake the job. It was a long time before the piano and music trade realized the important part to be played in their businesses that was to come through the medium of the phonograph. And in the early days of the phonograph many of the principal music houses of the country hesitated to handle this instrument, feeling that it would detract from their piano sales. Back in the late 90's and the early days from 1900 to 1905 many of to-day's largest phonograph merchandisers were only lukewarm to the possibilities of the phonograph. These same houses have followed somewhat their early impressions in this respect with reference to the radio receiving set, but on all sides we are learning, from day to day, of new additions to the radio business in the talking machine and music trades. These firms are adequately equipped, firstly, with suitable showrooms, demonstration booths, sales organizations and service departments to properly install and service the merchandise after installation. They arc trained and make it their business to follow up each and every individual sale for a definite period, to insure the perfection of satisfaction on the part of the purchaser. This is rather better business than it is an absolute necessity and greatly increased sales are justly attributed to this service. Radio in the Phonograph Field Prior to 1900 it was quite the exception when a talking machine was sold on instalments, paid for on time payments, just as it is to-day in the radio business, but by 1904 it was generally accepted by all leading merchants that the sale of phonographs would be substantially increased by offering the same on time payments, or club plan, and this is bound to follow at a very early date in the radio business, although it is being done at the present time to a modest extent by a number of enterprising merchants. The musical instrument trades are well equipped and trained to handle this class of business, although it is needless to state that, inasmuch as the phonograph business was not exclusively confined to the phonograph and the music trade, but was merchandised frequently through the sporting goods shop, the hardware shop, gas and electrical companies, jewelers and the like, radio will also be handled by a miscellaneous line of trades, but in the course of a very short time I am of the opinion that we will see the bulk of the radio trade — that is, with reference especially to the completed sets — handled througl> the phonograph and the music trades. ISSUES FOLLOW UP PROSPECT CARDS Musical Instrument Sales Co.'s New Dealer Help Enables Merchants to Keep Accurate Record of Prospects and Customers The advertising department of the Musical Instrument Sales Co., New York, Victor wholesaler, has just issued six card forms which can be used to advantage by Victor retailers in following up prospects. This plan comprehensively covers the dealers' Victrola and record prospects and regular customers and, if closely followed, enables the retailer to have at his disposal a careful analysis of sales possibilities at all times. The cards in this valuable series are designated as follows: "Victrola Prospect Followup," "Record Customer Follow-up," "General Data Card," "Mailing List Revision Slip," "Supplement Request Post Card," "Now in Stock Notification Card." The company has prepared printing plates for these card forms and the dealer is offered a choice of either the printed forms or the plates. SPEED UP TO MEET ALBUM DEMAND Max Willinger, president of the New York .Mbum & Card Co., New York and Chicago, reports that Fall orders are coming through in substantial quantities. He fears that there may be a stock shortage before the season is over, although both factories of the company are w orking to full capacity. The delivery envelope produced b\ the company is also selling well. BRUNS MADERITE Phono Moving Covers Cover, Straps Attached y For all models of Upright and Console Machines Every progressive dealer needs a supply of dependable moving covers. Mr. Average Man dislikes to unpack anything he buys. By using padded delivery covers you protect and deliver a perfect instrument with no necessity for dirt, inconvenience or trouble to your customer. It is much more simple to sHp a cover over an instrument at the store and off at point of delivery and the impression left with your customer is pleasant. MADERITE covers are strong, well padded and satisfactory from every standpoint. Consult your accessory jobber, phono distributor or write us for literature and prices. A. BRUNS & SONS Manufacturers of Canvas Goods 50 Ralph Avenue BROOKLYN, N. Y.