The talking machine world (Jan-Dec 1908)

58 THE TALKING I^IACHINE WORLD. Side Lines for the Talking Machine Trade Some of the Many Specialties which will Interest Talking Machine Men are Treated of in this Department 1 home in the miud of your customer, one more thought conveyed that the goods you sell are high quality goods. Fortunate, indeed, is the dealer who can establish in the collective mind of the community this conviction of a high-grade store. Advertising will do it, but your store and stocli must live up to the impression your publicity has created, or else j'ou are wasting your money telling about it. Home Moving Picture Machine. The World is especially glad to note the fast increasing popularity of the home moving picture machines and films in this trade. This is due to several reasons. In the first place, talking machine men are becoming better acquainted with the proposition on the whole, and in proportion the antipathy for it held by many at the start is dying out. In fact, a large number who would not even consider the matter at first have been led into doing so by the ever-growing public demand for such devices, which has been brouglit about by the persistent advertising being carried on in the magazines and dailies by the manufacturers. Again these manufacturers have shown that they are working for the trade's interests, and by adopting some of the suggestions made them have greatly perfected their line and better adapted it for retailing by talking machine men. At a very early date several new machines will be placed on the market which, we understand, will be sold at prices that will suit all purses. Western firms are doing the same thing, and everywhere is evidenced an unusual activity, which condensed means simply prosperity for those getting in and pushing this line. There is one thing, too, Mr. Talking Machine Man, that you should bear in mind: These manufacturers are doing you a big favor in granting you the first opportunity of marketing their products^ it is not as if they were compelled to do so. In fact, the camera and photo supply people have all along been after their goods, being only too ready to push them as they deserve, and it was more through the efforts of The World, which is ever in the field for the interest of its subscribers than to any particular love for this trade, that threw over the balance wheel in your favor. It therefore behooves those who have lacked the initiative necessary to make a success out of this line to wake up, unless they desire to s£e the matter taken completely out oi their hands and the opportunity ripen in the basket of their next door neighbor. Illustrated Post Cards. There is every indication that this fall's business in post cards and albums will break all records, for instead of the dropping off predicted by many skeptical persons there has been a decided increase in the demand for these litLle remembrances. Especially has this been true of the high grade lines, the cheap, shoddy products published by the many "fly by night" firms that sprang into existence early in the craze giving place to the more substantial products of the reputable houses. We have been asked by a number of men in this trade what were the ■ salient" points necessary to the successful merchandizing of this line? We believe them to be as follows: Quality of cards, quantity or variety cif stock, aided by energetic push and a liberal amount of publicity. While the above covers everything, in order to make it a little more comprehensive to the unsophisticated, we will go more into detail. As to quality, a buyer must take into consideration three things: the card lK)ard or stock used, the printing or lithograph ing on same, and the subject represented; too often a new buyer becomes careless, especially when purchasing the very cheap grades, or what arc known as penny cards, blinding himself with the belief that anything is good enough for a From reports which have reached this office from all parts of the country it seems that August made a far better showing than was expected, and September is living well up to its reputation as the month when fall business starts to come in fast. That the outlook for trade for the coming season is exceptionally promising is conceded by all. Crops are in a flourishing condition, which in due time will add its weight toward pushing things along at a lively pace, and that "bug bear," the Presidential election, will soon be over, and things once again will settle down for a four years' stretch. Talking machine men should not waste any more time if they are contemplating putting in side lines, especially if the lines they have in mind are standard, such as sporting goods, etc., for every day that is lost now lessens their chances for a big fall and winter trade, and if the matter is too long delayed they will have to wait until spring for results. Then, too, at this time of year manufacturers in every line are rushed, and one cannot hope or expect his order to receive the same prompt attention as when things are dull, for it's but natural and right that each should await his turn. How to get the best results out of a given line is certainly a problem, but one which is well worth using all one's available gray matter on, as its solution means success. Marshall Field, when asked one time the secret of commercial success, said: "First find out what your customer's needs are, then set out to supply them at the least amount of expense possible without sacrificing quality." If you have the line, then all you have to w-orry about is to let the people who want such things know about them, and this can be done in but one way, namely, advertising. The word "advertising" covers an immense field and stands for everything that comes under the head of publicity. But there are only three branches of vital interest to the retailer. They are, first, a well-equipped stock handled in an up-to-date, intelligent manner; second, an attractive window display; third, a judicious amount of space used in the local papers. As to the stock: It should be of the best quality obtainable at the price at which it is bought, and in buying it is safer to pay more than one expected rather than take on inferior goods. It should be arranged tastefully, with an eye toward facility of handling. Clerks should be employed who know the line, and the importance of courtesy to customers pounded into them everlastingly. Value of Publicity. The importance of an attractive window is lost to many retailers, when, in fact, it is one of their most valuable assets if handled rightly. Care should be taken in dressing a window to feature strongly one article at a time. Only too often the novice dumps in a little of everything and not much of anything, tagging here and there promiscuously, the effect, if anything, being bewildering. Don't shoot off all your powder at one time. Keep some in reserve. Signs should be printed plainly. Fancy cards look cheap. Your talk should be straight from the shoulder and directed personally to the reader. Anything will do that carries conviction with it and arouses a state of curiosity which, to satisfy, the passer-by must come inside, w'hich is just what you are trying to effect. The secret of successful newspaper advertising is attractive copy plus persistency. The human mind is affected by repetition. Repeat often enough that you sell good goods, and live up to your story and the people will soon be believing it, and when they want anything in your line, will ccme to you for it. Persistency in advertising costs money; therefore you must be sure you lose no chance to make good. "Copy" (the right kind) is something of a job to draw up, and especially if you do much advertising. Ad. writing is a profession in the strictest sense of the word, and one that the outsider cannot hope to shine in without giving the matter a great deal of study. If one cannot afford the services of an advertising man, it would be well to take advantage of whatever facilities local papers may offer. For instance, in most cities or towns advertising solicitors are numerous, with all kinds of schemes. A good way to handle them is to say, "What new idea have you got that will help me to sell more of such and such goods, and can you draw up copy for same?" If the solicitor has anything in him, get it out, it will pay. One of the best ways to turn the favorable consideration of your local town toward your store is through newspaper advertising. But to do it your daily talks must be alive. They must attract attention, interest, and create desire. Talk in the language of the people; use the simplest words. Take almost any article in your stock and write about it just the way you would talk. But take only one article. One of the most expensive parts of advertising is gradually being lifted from the retailer's shoulders by the manufacturer, namely, that of cuts for illustrating; these the dealer can obtain for the asking at no ^ost to himself. Then, too, the handsome circulars and catalogs issued by most factories, and bearing your name, come in, very handy not only in the store but by enclosing them in all correspondence, one derives an immense amount of publicity at little or no extra expense. No matter what your customer may buy, if you at the same time send along a circular or leaflet printed or stamped with your name, that circular in the majority receives some attention; it is just one more shot The VIASCOPE SPECIAL NOW READY £[[ After years of study we have perfected a moving picture machine void of all vibration and absolutely flickerless. All working parts of mechanism encased in a highly polished nickeUplated steel case. Its construction is so simple that it can withstand the hardest usage without getting out of order. Il l ]■;,■ /.ir CiUaloEiic. VIASCOPE MFG. CO. CHICAGO Department A, 112 East Randolph Street