The talking machine world (Jan-Dec 1908)

THE TALKING MACfflNE WORLD. 13 BENEFITS FROM FAIR EXHIBITS. Many Talking Machine IVIen Have Utilized This Means of Attracting Trade Most Effectively. Talking machine dealers all over the country have shown themselves thoroughly alive to the benefits derived from exhibits at the various State and county fairs and other public expositions, and frequent reports have reached this olBce of handsome prizes having been awarded to the "talker" men for their exhibits. As an attraction for the crowds the talking machine is unexcelled, and no sooner do the first notes of a record issue from the horn than there is a general movement in the direction of the machine. With the handsome machines, cabinets and BAED BROS." BOOTH AT WEST VIItGIXIA STATE FAIR. horns now on the market it is possible for the dealer to arrange a display that will rank with the best, and its music-producing powers will put it far in the lead. As to what has been done by dealers we present herewith a view of the booth of Bard Bros., the talking machine dealers of Wheeling, W. Va., at the West Virginia State Fair, held in that city recently. While not elaborate, the booth is attractive, and goes to show what can be done in that line at minimum expense. WHY SECOND BELL WAS USED. An Auxetophone Equipped With Two Bells — One for the Audience, Another for the Orchestra, The problem of having a Victor Auxetophone deliver its music in two directions at once was solved very cleverly recently by the Victor Distributing and Export Co. The Auxetophone, supplied with a large number of the leading Red Seal records, was placed in a prominent restaurant, it being the object of the proprietors to have their orchestra accompany the solos of the grand opera stars. It was found, however, that if the horn was pointed toward the diners, as desired, the orchestra could not hear the music clearly enough to accompany it. The talking machine people, however, settled the matter by attaching a second horn, pointed toward the orchestra, just above the elbow of the main horn, and the sound issued from both horns without injuring the reproduction in the slightest. UNSUPPORTED ADVERTISING WASTE. The man who can't use some form of advertising in his business has no business to be in business, and generally isn't. But — The best oil of publicity won't help the engine of commerce if the valves leak and the gov ^ ernor is out of order. In the harmony and mutual co-operation of making, selling and advertising lies the flush of profit. No one of them will build business by itself alone. Unsupported advertising is waste, says N. C. Fowler in Printers' Ink, and this condition is responsible for most of the failures in advertising. YOU MUST CARRY THE STOCK If You Want to Hold Your Trade — Mail Order Houses Are Watching for Dissatisfied "Prospects"— Must Get Ahead of Them. Reports come from the West that owing to many dealers being caught with low stocks of small goods and talking machines, a large number of people have begun to patronize the mail order houses. Thus is shown the direful results of trying to conduct business with an insufficient stock. The mail order houses want no better argument to offer than that they can supply goods not carried in stock by the home merchant, and once they have such an entering wedge it means a big fight for the dealer before they are ousted from his territory, and by that time he has lost many sales. Stocks being in good shape it is hard enough to fight the mail order people, but when a possible customer is turned away the strongest weapon is lost. Of course, the mail order houses do not carry mammoth stocks, even though they advertise to that effect. The factories act as their warehouses, and with almost unlimited time to fill orders such an arrangement is effective, but the dealer must fill an order at once and must have the goods in his store. Therefore the dealers who are out to meet mail order competition would do well to watch their stocks. That's the weakest point. HOW HE HEARS HIS OWN SERMON. A new use has been found for the talking machine in aiding the clergyman, according to a daily paper. The young pastor of a suburban church has adopted a plan for revising his sermons, which he describes as follows: "I always write a sermon early in the week. Then I deliver it into my phonograph and let it rest till Saturday. On Saturday I turn on the phonograph and listen to myself preaching — as though listening to another's work. With pencil and pad I take notes as to where I think the sermon weak — or at least where it can be strengthened — then make the revision in times for Sunday. I find this plan a great help to me. It's worth the added labor." SHEBLE CLASSIFIES BUYERS. Says There Are Three Classes, the Rich, the Poor and the Middle Class Is the Best of All as Purchasers of Talking Machines. In an article published in the last issue of the Phono Trader and Recorder, of London, H. Sheble, of the Hawthorne & Sheble Manufacturing Co., of Philadelphia, classifies talking machine buyers as follows: "There are two classes of trade that are comparatively easy to sell. First, the very rich, who buy anything new that appeals to them, and, second, the very poor, who purchase the cheapest class of talking machines as their one possible form of amusement. All this business is very good, very profitable, and should be catered to, but there is another class which in its combined purchasing strength, when applied to talking machines, eclipses them al|l, namely, the middle class, and it is with this large purchasing power that the dealers in Gredt Britain have an exceptional opportunity to cater to. "In America the methods employed in selling talking machines have directly appealed to the^ middle classes, and a very large percentage of the business done has been with such people. Especially has this been the case during the last few years, when competition among the dealers on account of their multiplying numbers has forced them to materially improve conditions surrounding their business." NOW A GENTLEMAN FARMER. F. C. MacLean, connected with the talking machine trade as a traveling salesman for a number of years, latterly graduating into the realms of "high finance" for a brief period, is' reported as having finally received the legacy, of which he talked occasionally, and is now occupying the pleasant role of the gentleman farmer in New Jersey. "Mac," on receipt of the "masuma," from the estate of which he was reriduary legatee, invested in a bunch of noble acres in a splendid farming country in the above: State, and is now said to be leading a life of elegant leisure, with business schemes as a secondary consideration. Good salesmanship and good manners are always identical. Young men, never forget that. Dignifies and Beautifies the Talking Machine. Is to the Talking Machine what the case is to the Piano. 4]f Conceals the running parts and eliminates all the noise except that necessarily transmitted through the horn. <]f Can be adjusted in a minute, remains permanently and loses its identity in that of the machine. Has plate glass in the sliding top through wrhich the operator may wratch the progress of the needle, (J Protects delicate mechanism and records. Made in Quartered Oak (No. 5) and Mahogany (No. 6) for Victor Talking Machines To-day the Allegrophone is a new invention. To-morrow you will see it on all Talking Machines. It will prove a boomer, NATIONAL ALLEGROPHONE COMPANY 178 DEVONSHIRE STREET, BOSTON, MASS. Mahogany Listed at $15.00 Quartered Oak Listed at $12.50 Apply to your Jobber Send for Booklet