The talking machine world (July-Dec 1927)

4 THE TALKING MACHINE WORLD July, 1927 Stabilization of Radio Is Result of Co-operative Efforts Start of Summer Season This Year Finds Talking Machine Dealers in Better Position Than Ever Before to Secure Sales Volume UNQUESTIONABLY the opening of the Summer season this year finds the talking machine dealers who handle radio in a better position than at any time since these products have become an integral part of the merchandise. Radio has made rapid strides toward stabilization; many of the profit-killing practices of the past have been eliminated; the Federal Radio Commission is rapidly clearing up the broadcasting situation; clarifying of the patent situation, and there is a better feeling throughout the industry. But the most important factor in placing radio on a sounder and more substantial footing is the growing solidity of the industry as a whole, as manifested concretely last month by the combined conventions of the Radio Manufacturers' Association and the Federated Radio Trades Association, as well as the First Annual Trade Show of the R. M. A., in Chicago. A Progressive Move The value of the simultaneous and early showing of the new models cannot be overestimated. The dealers, especially, stand to profit by this move, for the reason that the retail trade will have ample time to get rid of the old models, and reorders enable the manufacturers to get rid of any surplus stock they may have on hand. Thus, when the latest radio receiving set lines are finally ready for delivery to the trade the manufacturer, wholesaler and retailer will be starting on a clean and satisfactory basis that should do much to make the year as a whole a profitable one. That large delegations of dealers from all parts of the country spent the money and time to journey to Chicago is proof of the wide interest aroused by the combined conventions and the trade show. The exhibits gave the trade the opportunity of deciding upon the lines they desire to handle during the next year. The show also enabled the dealers to make comparisons between the various products, from the standpoint of design and quality of reception, making it easy to select the lines that should be most suited for the various localities represented by those present and the merchandising problems involved. Co-operation in Business The time is past when retailers eye their competitors with suspicion and shun them as they would the plague. Here and there one still finds a merchant of this type, but the many problems of modern merchandising, the constant evolution of methods and products, and the uneconomic aspect of "going it alone'" make progressive business men realize the necessity of getting together for mutual consideration of their common problems. Many minds concentrated on clearing up a particular phase of business are better than one. Thus the discussions at the various sessions of the Federated Radio Trades Association during the recent convention could not help but be of value to those who were fortunate enough to be present. Those who were unable to get to Chicago can turn to The Talking Machine World, June issue, where a special section is devoted to a complete report of the conventions. In other sections of the country, too, the work of associations is rapidly placing retail business on a better plane. On the West Coast the associations have mapped out particularly worth-while programs, coping vigorously with the problems with which the trade is confronted in that section of the country. In Denver recently the local radio dealers' group of the Chamber of Commerce established a Code of Standard Practices dealing with demonstrations, terms, interest, service and exchanges that, if carried out, is certain to have a marked efifect on the stability and prosperity of the radio trade in that district. This code is reproduced on another page of this issue of The Talking Machine World. Other associations have done excellent work in reducing the high cost of service by planning service agreements that permit the dealer to get at least an even break from this branch of his business. Reasons for Optimism In spite of the fact that there undoubtedly is a slowing down of business during the Summer months there are many sound reasons for optimism on the part of the trade. One thing is certain, the days of easy selling are gone, and this is true whether it be Summer or Winter. Competition has reached the point where retailers must take advantage of every means of bringing up sales volume. Swivel-chair merchandising is not the way to do it. Sales organizations composed of men and women who thoroughly know their business must be built up and trained. Given an efficient sales staff, backed by the right kind of advertising and other sales promotion methods, the individual dealer has no reason to fear competition, and a satisfactory sales volume should result. This sounds like a platitude, but it is based on the experiences of many successful merchants throughout the country who have realized their shortcomings and who have drastically revised their methods to meet modern conditions. Opens New Music Store The Quackenbush Co., of Paterson, N. J., opened its new quarters at 160 Market street, last month. The new store, which is devoted entirely to musical instruments, is an outgrowth of the music department which has been maintained for years in the Quackenbush department store. Gape Fear Go. Ghartered The Cape Fear Furniture Mfg. Co., Sunn, N. C., was recently incorporated with a capital stock of $100,000 to manufacture, buy and sell P'honographs and other musical instruments. "NYACCO" Manufactured Products NYACCO Record Albums NYACCO Radio Sets NYACCO Portable Phonographs NYACCO Photograph Albums NYACCO Autograph Albums Twenty years' manufacturing experience enables us to offer the trade a line that is tried and proven. Jobbers and Dealers: Write us for full information. NEW YORK ALBUM & CARD CO., Inc. Estdblisked 1907 Note New Address " ' 64'68 Wooster Street, New York