The talking machine world (July-Dec 1923)

Decejiber 15, 1923 THE TALKING MACHINE WORLD 51 Music Store Is the Sales Center for Radio Frank Dorian Gives Some Logical Reasons Why Talking Machine Retailers Are Ideally Fitted for Handling and Exploiting Radio [Editors Note. — Frank Dorian, manager of the General Radio Corp., Pittsburgh, Pa., the writer of this article, has been identified with the talking machine industry since its very earliest days. He po.ssesses a thorough knowledge of the merchandising problems of the industry, hence his views on how radio should be handled in the talking machine field are of especial importance to our readers.] Talks with music dealers and items in The Talking Machine World and other trade publications clearly show that the idea is gradually permeating the industry that the sale of radio appliances naturally and properly belongs in the hands of the music dealer. That the thought has not made more rapid progress or achieved a wider practical application may be due to lack of specific information among music dealers as to how easily radio may be combined with other lines of musical merchandise. Lest there be some "doubting Thomas" ready to grin derisively at the inclusion of radio among "other lines of musical merchandise" let it be stated, right at the start, that the phrase is used deliberately, intentionally "and with malice aforethought." Radio, as we know it to-day, is a new method of spreading a knowledge and appreciation of music or of catering to that knowledge and appreciation. What has given radio its present popularity? Broadcasting. Broadcasting what? Music, first and foremost. , Music is universal and immortal. It speaks all languages — it lives though men may die. The media by which it is produced or reproduced may change, but they change slowly. The present-day piano is the logical development of the harpsichord and the spinet of our forefathers; modern wind instruments are natural evolutions from the crude trumpets of the ancients. It has taken forty years to develop the phonograph from Edison's tin-foil creation to the superb musical instrument of to-day; and twenty years elapsed after Edison startled the world with an instrument to record and reproduce sound before the talking machine became an article of popular merchandise or was recognized as a logical part of the stock in trade of the musical instrument dealer. The greatest developments in the phonograph, musically and mechanically, have taken place since it became an accepted part of the musical instrument trade. Those of us who had a share in popularizing the phonograph can never forget the difficulties faced and overcome in persuading the musical merchandise dealer to handle this amazing novelty. The early instruments were crude, the records were fragile and imperfect, prices were so high that only the rich could afford lo buy, and the attitude of the retailer was one of skepticism — a fear that the demand was only a passing fad that would soon subside and leave the dealer with an unsalable stock on his hands. It was only when the sale of phonographs reached a volume that seemed to threaten serious inroads on the sale of "parlor organs" and pianos that the great body of music dealers realized the talking machine was here to stay and it behooved them to get on the band wagon while there was yet room. Talking Machines and Radio Allies It is not uncommon to-day to hear talking machine dealers blame the sale of radio sets for whatever decrease in the sale of phonographs they have experienced. Those of us who have been fortunate enough to read the hand-writing on the wall and assist in bringing these two important members of the musical family into one household have no fears of the future. There will continue to be an enormous demand for phonographs and records as long as any of us now in the trade may live, and probably for generations longer. Radio, too, is here to stay. It is a lusty youth, but it is only a youth. The merchant who adds radio to his line now not only may share in its profitable growth, but may look forward to long years of increasing sales and profits. The music dealer should handle radio, not only because it belongs in the field of music^ but because he is the best equipped merchant to market the goods. The whole tendency in the radio field is toward the complete receiving set. There will always be amateurs who will build their own sets, but the great market for radio goods is among the same class of people who are buying pianos, phonographs and similar goods. Every home is a prospect for radio. The average man and woman, who knows little or nothing of electrical and mechanical details, wants a radio set that needs no more attention than fastening the ends of wires in binding posts, turning a knob and getting results — something that can be placed on a table in living room or library without a mass of complicated and unsightly wires and doo-dabs — and the leading manufacturers have recognized that desire and supplied it. The electrical dealer is the largest seller of radio goods to-day only because the public has learned to look to him for what they want in that line. He does not go out after business. He does not know how. He displays the goods in his windows and waits for customers to come inside. The music dealer, with his experience in soliciting orders for pianos, phonographs and other musical instruments, not only comes into daily contact with the very people who are prospects for radio receiving sets, but he knows how to reach them most readily and effectively. Put radio receiving sets in your store, and every time you send out a list of records or player rolls, enclose a leaflet about radio. Use the same methods as in selling other musical instruments and you will sell more receiving sets in a month than the average electrical dealer can sell in three months. Those who use canvassers or send out salesmen should let them carry along a complete radio receiving set — (one to operate from dry batteries and using a plug to screw into an electric lamp socket in place of an outside antenna wire) — and demonstrate in the homes of prospects. Very few of those demonstrating outfits will ever come back with the salesman — he will sell them on the spot. Now let us consider some of the objections most frequently raised by music dealers, and see how little basis they have. "Radio is an electrical device and has no place in a nnisic store." Interesting, if true, but happily not quite true. Had the use of radio as a "wireless telegraph" remained its principal use, little would be heard of it to-day outside of technical circles. When it was applied to telephony and the broadcasting of music became general, it automatically passed from the electrical field into the domain of music. Electricity is merelj' the motive power by which radio waves are set in motion. True, there are wires, rheostats, condensers and other electrical parts used in the construction {Continued on page 52) THE OLD AND THE NEW It is with a feeling of sincere appreciation for the 1923 patronage of our dealers that we extend to them our hearty wishes for a Joyous Yuletide and a New Year of Prosperity and Happiness. The coming year promises to be the greatest VICTOR year in history, and you will find us ready and willing to help you make it your banner year. ELMIRA ARMS CO., WHOLESALERS ELMIRA, N. Y. rrri