The talking machine world (July-Dec 1923)

October IS, 1923 THE TALKING MACHINE WORLD 91 DALLAS Jobbers and Dealers Campaigning for Business — Rural Districts in Prosperous State — Otiier Ne-zvs Dallas, Tex., October 5. — Unusual activity in the talking machine trade in Texas and Oklahoma is reported by practically all dealers having headquarters in Dallas. Better crops than had been expected, with good prices for cotton and other farm products, have brought about a feeling of prosperity in the rural districts and small towns, and it follows that when the rural population and the people in the small towns feel prosperous the city folk* soon see the difference in their daily balance sheets as business begins to pick up. Talking machine companies with district offices in Dallas are just now staging campaigns to put on more dealers and increase sales in their territory, and in this unusual success is reported. The Texas-Oklahoma Phonograph Co., Edison jobber, 2025 Jackson street, is in the midst of a drive which will cover its entire territory of Texas and Oklahoma, with the exception of a few counties; a large part of New Mexico and part of Arkansas. Intensive salesmanship methods are being followed in this territory, which has been thoroughly circularized in advance, and an effort is being made to place an Edison dealer in every town of 1,000 population or over, according to F. F. Dawson, salesmanager of the Texas-Oklahoma Phonograph Co., who is directing the field force which is now covering this territory. In preparation for this drive, Mr. Dawson has just completed what is declared to be the first and most complete analytical survey of the territory. This survey shows that the TexasOklahoma Phonograph Co. is distributor for 289 counties in Texas, Oklahoma, New Mexico and Arkansas. This territory has a population of 5,635,844. There are 477 cities and towns of 1,000 population or more, with a total population of 2,183,404. This leaves a rural population of 3,452,440 in the entire district. The survey made by Mr. Dawson goes farther and lists the towns in which there is an Edison dealer, and the towns where there is no dealer. Towns where the Edison dealer is regarded as wide-awake and the towns where it might be desirable to change dealers are also listed. With this information thoroughly digested, Mr. Dawson set to work to increase Edison sales in his territory. "A survey such as this is needed in order that a sales manager may direct his field force intelligently," Mr. Dawson says, "for the same sales methods employed in the city will not bring results in the small towns and rural communities. This survey shows that three-fifths of our population is in the rural districts, and our sales methods must be designed to reach these people if we ever expect to sell our goods to anything like even one-half saturation." The campaign put on by the Texas-Oklahoma Phonograph Co. is bringirig results, Mr. Dawson says, and he reports the following new Edison dealers during the last two weeks: Canady Drug Co., Rockwall, Tex.; Palace Pharmacy, Teague, Tex.; Dollar Furniture Co., Chandler, Okla.; G. W. Waldrop & Co., Abilene, Tex.; Bosatko Bros., Uvalde, Tex. Charles Kipp, formerly Edison jobber at Indianapolis, Ind., was in Dallas last week visiting friends and looking around before he enters business again. C. S. Holderness, of the Phonograph Co., Edison dealer in Greenville, Tex., visited Dallas offices last week and placed orders for Fall stock. L. H. Walter, of the Walter Piano Co., Hillsboro, Tex., also was a visitor to the TexasOklahoma Co. A. F. Beyer, Edison dealer in San Antonio, Tex., has gone to New York on a combined EACH IS A NEW EDISON. Each w ill sustain the test of direct comparison with the living artist. Each is a money-maker for the fortunate merchants who represent the NEW EDISON TEXAS -OKLAHOMA PHONOGRAPH CO. 2025 Jackson St. Dallas, Texas pleasure and business trip. He will visit the Edison factory before returning. The Columbia Graphophone Co., 316 North Preston street, is also making a drive throughout its territory, placing many new dealers and taking orders for the Fall trade, which retailers everywhere believe will be unusually heavy. Fred R. Erisman, general manager of the Dallas branch, reports a feeling of optimism throughout the Southwest, which is being reflected in heavy orders and in this the Columbia machines are receiving due consideration. In the retail trade in Dallas, Sanger Bros., the Edison Shop, the D. L. Whittle Music Co., Bush & Gerts, Will N. Watkin Co., W. A. Green & Co. and other music houses are pushing sales through special drives. All music shops and retailers of musical instruments and talking machines took part in the fifth annual Music Day activities in Dallas. Display windows for several days prior to this event, which held sway throughout the day of September 29, had music as their central idea. All the limcheon clubs, radio programs and other activities of the city intensified the idea of music. Special sales of musical instruments and records were arranged in all the music shops and retail stores. Unusually heavy sales are reported as a result. The new Victor and Columbia console models have met with instant favor throughout Texas, and dealers have difficulty in meeting the demand. A. H. Curry, vice-president and manager of the phonograph division of the Edison Phonograph Co., East Orange, N. J., has returned to Dallas, his former home, and he will devote his entire time to his official duties as president of the Texas-Oklahoma Phonograph Co. and other local business ventures. Mr. Curry was called to the home office of the Edison Co. to accomplish some special merchandising improvements proposed in the central organization. He has completed this work and has returned to his home in Dallas. cm: Th« Kecord dT ^uAlilijl "We Serve the Southwest" Inquiries from Dealers Solicited A S new distributors for "The Records of Quality" in the Southwest, we plan to play no small part in aiding hundreds of dealers to reap the benefits that come from handling the famous, fast-selling Okeh Records. We have gained the invaluable reputation among our dealers that comes only through handling their orders — large or small — with unfailing promptness and absolute dependability, and offering them our hearty co-operation in the solution of their merchandising problems. Records The Records of Quality Wholesale Record Division TEXAS RADIO SALES CO., Inc. Offices and ShoTv Rooms: 2005 Main Street DALLAS. TEXAS