The talking machine world (July-Dec 1923)

92 THE TALKING MACHINE WORLD M I LW A U K E E Business Continues Active — Possible Shortage of Machines Is. More Evident — Sonora Distributor Expands — News of the Month Milwaukee, Wis., October 8. — It is becoming more strongly evident every day that there is going to be a serious shortage of talking machines by the time Christmas and New Year roll around; in fact, there is a shortage already and it is growing more serious as dealers who have failed to exercise due caution in the matter of anticipating their requirements for the holiday season are coming to their wholesalers and jobbers for merchandise for quick as well as later delivery. Current demand at retail is reported active, as early Fall usually goes. Jobbers, likewise, are busy and are finding retailers responding more alertly to their solicitation for business than usually is the case. The big selling season is still a month to six weeks away and things are moving faster as the time approaches for final gift buying. Jobbers say that, while dealers apparently are duly impressed with the actualities of a shortage of merchandise, the buying public has not yet taken this talk seriously and is in no particular hurry to place orders for holiday delivery. Nevertheless, sales are of good proportions. The call for records has picked up appreciably and dealers are pushing these with growing vigor, realizing the constantly increasing importance of the record department to the general profits accruing from store operations. Victor Shortage Imminent "Fall and holiday business is going to be big, October 15, 1923 if we can only get enough instruments," said Harry A. Goldsmith, secretary of the Badger Talking Machine Co., Victor jobber. "Back orders continue to grow and the factory is not able to give any material relief because it is working night and day without stopping the flood of demand. The situation is worse in regard to the console style than with the upright models, which is bad enough." Larger Sonora Field for Yahr & Lange One of the most important news developments in the local wholesale trade during the past month was the announcement that the Sonora Phonograph Co., Inc., New York, has awarded the lower Michigan territory to the Yahr & Lange musical merchandise division, heretofore exclusive distributor in Wisconsin and upper Michigan. This addition to its territory, considered one of the most fertile markets in the country, is accepted as recognition of the power and influence of the Yahr-Lange organization, already one of the principal outlets the Sonora Co. possesses. Enlargement of the territory came shortly after Fred T. Yahr, president and general manager of the company, announced that he had succeeded in acquiring the services of Irving S. Leon as sales manager. Mr. Leon is a veteran Columbia man and has been covering northern Illinois territor} for a number of years. In less than three months he has demonstrated splendid capabilities, which increased the Sonora Co.'s confidence in the ability of Yahr & Lange to handle lower Michigan in the same effective manner. Manager Leon has secured the services of R. H. Walley as representative in lower Michigan, with headquarters in Detroit. Mr. Walley has been with Columbia over ten years and was for five years wholesale representative of the Chicago branch in Milwaukee and eastern Wisconsin territory. For the present no branch store will be maintained in lower Michigan, as all shipments to dealers in that territory can easily and speedily be made direct from the Sonora factory, located at Saginaw, Mich. Discussing general business conditions. Manager Leon is enthusiastic over current trade and the promising outlet for the holidays, commenting particularly upon the fact that the supply of merchandise will be very much inadequate to handle all orders. The Yahr & Lange organization also is distributor of the Okeh and Odeon records, which are making remarkable strides in building up volume and becoming increasingly popular with owners of all makes of talking machines. The newest Sonora style, the Argyle console, has struck a most popular chord with YahrLange dealers. At the first showing of the sample instrument dealers placed orders which absorbed the first carload shipment before it arrived. Brunswick Demand Exceeds Supply The local Brunswick branch is struggling against odds in filling its orders from dealers in this territory. Despite the material increase in the manufacturing capacity of the Brunswick Co. at Muskegon, Mich., output has not reached an equality with demand and, as a result, the local branch, like others, is entering the active Fall and holiday season behind on orders. P. H. McCulIoch, manager of talking machine sales at the Milwaukee house, says that on some Brunswick styles it is impossible to guarantee more than a percentage of those wanted by dealers, but every eflfort is being made to satisfy the needs of those dealers who looked forward to the condition and had their orders in early. The Kesselman-O'Driscoll Co., one of the leading Brunswick dealers, has effected a large sales volume in the York, a popular-priced Brunswick console type. Edison Cabinet Plant Expanding The Wisconsin Panel & Veneer Co., New London, Wis., one of the largest among the numerous factories owned by Thomas A. Edison, Inc., is erecting a large two-story addition for production and warehousing purposes. The Two handsome models your customers want! 3 t t \\ t X Isabelle Height 3414", Width 35Vi". 21" Mahogany and Walnut $185.00 ISABELLE — Here is a superb, exclusive design, exquisitely finished, in richly figured Walnut or Mahogany. Its appearance and tone make it a matchless value. Height 3514" Width ISH" Depth 2014" Mahogany and Walnut Owing to convenient dimensions this model is paclied two to a caso for shipping. $100.00 PETER PAN— This is an extremely smart, compact model which is now enjoying great popularity because of its graceful design and its unusval convenience. THE Fischer is sold direct to you — no local distributor's profits to be added on. It is quickly making a place for itself because of its rare beauty of wood, workmanship, design and tone. Has every modern improvement and can easily be sold in competition with much higher priced models of other makes. With the Fischer you get the maximum discounts and you can he sure of speedy turnover. Dealers who try out a Fischer send in orders for from six to twenty of these phonographs because they learn that the Fischer is a most remarkable seller. Now, before the holiday rush reaches its peak, have us send you a Mayer Bros. & Bramley, Inc. 417 W. 28th St., New York City Fischer — The Soul of Harmony Fischer on a trial order. It's the easyselling prestige-making phonograph you'll want to add to your line, no matter what makes you are handling. Write us TODAY. 0^ ■i' / ^/^^ • . ....