The talking machine world (Jan-Dec 1908)

60 THE TALKING IVIACHINE WORLD. cent, and while this practice might have been all very well some two years ago when this business was in its infancy, it does not hold to-day, when on every street corner, and in drug and stationery stores can be found a more or less enterprising competitor. While, as we have said, the trend of the public demand is gradually verging toward the higher-priced cards, there will always be a more or less call for the cheap product, especially as long as what are known as '■comics" are printed in this grade. Up to the present time the comic card has undoubtedly been the biggest seller, and it is natural, therefore, that more manufacturers are turning out these goods than of any other class. Consequently, it follows that in purchasing them it is somewhat of an arduous task to pick the wheat from the chaff, and, as is usually the case, it is of vital importance to the success of the department that the choice should be a wise one. As to the variety of the cards, we are scarcely in a position to give advice to the trade as a whole, inasmuch as locality, class of patronage, seasons of the year, all have a bearing on the choice of stock; but a few things hold true in all cases. One should test the wants of his trade, and then to the best of his ability fill them, carrying as comprehensive a line as is compatible with good judgment, always bearing in mind that one satisfled customer is worth ten who have been "stung." "Views" are always good sellers, and unlike "comics," are a substantial line, and we do not mean by this simply local views, although these, of course, should have a place in every dealer's stock, but those of leading places both in this country and abroad. Of these, one of the most unique sets that it has been our pleasure to see is that of the capitol buildings of every State in the Union, with condensed reading matter and State seals, which not only make them a valuable addition to any collection from an artistic standpoint, but are educational as well. We only speak of the above as an example of the view cards that all dealers should handle. As to the "Push," this needs but little treatment at our hands, as every live talking machine man realizes the importance of properly training his salesmen. Publicity in this department lies in two directions — store decorations and newspaper space; each are important. As to your store, attractive windows are perhaps of most value, and the least taken advantage of. Inside, stock should be kept neatly in counter or wall racks, which are easily accessible, and albums to suit all purses should be attractively displayed. A very good night display can be made by the use of a post card projecting machine and a sheet stretched taut across the window. These machines can also be sold to the public with much profit. Sporting and Athletic Goods. Sporting goods, when handled in an intelligent manner, yield such satisfactory profits that dealers in all lines of trade should consider this line, and especially the talking machine man. Note the success which such firms as W. D. Andrews, Iver Johnson, Schmeltzer Arms Co., Elmira Arms Co., Clarke Horrochs, S. B. Davega, etc., etc., have met with in this field. In the first place this is a developing business. Every year sees a large addition to the sporting community. More time than ever is spent in the indulgence of sport not only active but in a passive way, while money follows freely in its' train. Sportsmen invariably place quality above every other consideration, looking on cheap goods as not only an insult to their own intelligence, but to the sport to which they are devoted. In whatever other way he may deny himself the lover of sport will brook no interference with his favorite pastime. It is this total ignorance to economy and the fact that on account of the wear and tear to which all articles are submitted, thereby necessitating constant replenishing, that the dealers in this business to-day owe their great prosperity. There is one thing, however, that this business demands to a great degree of the man who would build up for himself a large trade, that is a thorough knowledge of not only the business, but the idiosyncrasies of each sport as reflected by his customers. We have laid stress on this a number of times in previous issues and therefore quote the following from an outside authority so as to give it added strength: "Several instances of late have brought out the fact very plainly that the sporting goods dealer who makts a specialty of certain lines may he a thorough business man, bat that alone will not carry him through to financial success. He must possess a practical and thorough knowledge of the uses to which his goods are put before he can pose as a local authority and command the respect of veteran anglers and shooters. In order to do this he must be an angler and shooter himself, and can best make friends by joining his customers now and then on their little excursions to stream or field. He need not neglect his business; in fact, the accumulation of experience and knowledge for future use can not be regarded as a waste of time, for the sporting goods dealer whose knowledge is gained in his own shop alone through contact with his wares and reading catalogues can command the respect of no man who is familiar with guns and rods and field pastimes. Little errors committed through lack of precise knowledge may be forgiven between anglers, but let the dealer be found guilty and his best customers will lose confidence in him." The above applies to every branch of this business whether it be hunting or golf, fishing or skating. This fact, however, should not in any way discourage the prospective dealer, for all have to make a beginning, and the very obstacles that one has to meet in order to succeed are the ones that keep the upper ranks from over-crowding, insuring those who had the perseverance to attain the top — a safe and lucrative business not to be wrested from them by the first newcomer in the field. J. A. Schubert has opened the Buffalo Film Exchange, at 13 East Genesee street, and has on display an extensive line of talking machines and records, moving picture machines, films, and all accessories. Mr. Schubert reports a great demand for the Bryan records for the phonograph. This Advertisement only for dealers who are interested in Three Rare Combinations of Flower Post Cards ASSORTMENT No. 200/31 1 100 New Flower Post Cards, Richly Embossed in Colors by Mail 8c. Extra | 100 Designs only $1.00 ASSORTMENT No. 200/32 150 New Richly Emb. Flower Cards 25 " " " Pebbled Board Cards 25 " '■ " Air Brush Cards 25 " " " Silk Cards 100 Designs ^ 14 12 10 " > This Special Assortment 225 Flower Post Cards Only $2.50 Total 225 Retail Price of this Assortment $7.50 ASSORTMENT No. 200 33 300 New Richly Emb. Flower Cards 50 45 25 10 10 10 Total 450 Pebble Board Cards " Air Brush Cards " Silk Cards . . . " Plush Cards ... Hand Made Ribbon Cards . . Metal Double Board Cards Retail Price of this Assortment $14.00 100 Designs 1 14 12 10 10 10 10 This Special Assortment 450 Flower Post Cards $6.00 DESK R THE AMERICAN NEWS COMPANY ^ew york city