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THE TALKING MACHINE WORLD.
17
ADVERTISING A RETAIL BUSINESS.
By ROBERT N. WATKliV
Robt. N. Watkin, secretary of the Will A. Watkin Music Co., with stores at Dallas, Fort Worth, and Houston, Texas, has written out his views on "Advertising a Retail Business," applicable to the talking machine department as well as to the music branch of their business. The company handle a full line of talking machines. The paper follows:
"Advertising marks the difference between success and failure. In planning an advertising campaign, one to actually increase the number of
EOBT. N. WATKIX.
your sales, put your arguments in a newspaper, one that sells subscriptions, and gives reliable news, for whether it be a trade paper, or a daily newspaper, it is undoubtedly the best medium. In newspaper advertising there are two methods: First — The 'direct sale' advertisement. Second — • The 'prospect getter.' The former method is used successfully by the catalog houses. The latter, however, is popular with a large percentage of merchants, and is usually accomplished by the offering of something 'free' — as a booklet or souvenir. A great advantage in either case, however, is to give individuality to your goods — say something to distinguish them from all others.
"What the Buyer Wants. — When a customer buys, he looks for definite qualities or characteristics, and before buying, frequently has already determined the kind of article he wants, usually the article with a reputation exceeding others along some particular line. The advertiser must always have these two qualities in his advertising: First — Earnestness. Second — Sincerity. Naturally, these are necessary in all advertising, Quoting prices with slight details of construction
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of the article is not alone sufficient, for a desire must be created.
"Merits Must be Clear. — And on the principle that you cannot sell goods personally if you do not put out the advantages, so you cannot sell by advertising unless you stress the strong points. Some advertisers think it is well to advertise only one quality of an article in each advertisement. But the advertiser who can describe an article so vividly that the reader in his imagination actually sees it, is generally conceded to have accomplished a desired end, for it is the eye that determines."
THE EDUCATIONAL POWER
Exercised by the Talking IVlachine Is Becoming More Recognized Every Day — Mme. Eames' Graceful Tribute Sums Up the Situation in a Most Effective Way.
Mme. Emma Eames, the distinguished operatic artist, who will be heard at the Metropolitan the coming season, when here last spring, wrote to the manager of the Victor laboratory that she was very much amused and pleased on the train nearing New York by a little incident, and added: "The baggage man taking our checks, on learning my name, said he had many of Caruso's discs and also many of mine, and that of all of those made by women, mine were the favorites at 'his house.' "
The manager of the Victor laboratory answered the above communication as follows: "I was very much pleased at the little incident to which you refer, as it impresses me so strongly as to what our work is really doing in educating the people in all fields to an appreciation of higher and better music. Can you imagine a few years ago a baggage man telling you that he was interested in your rendition of grand opera music?"
Mme. Eames' reply to this letter was: "Your observation as to the Victor talking machine being an 'educator' is a yery apt one. I hope the opera managers notice that it is increasing the taste all over the country for opera, and also the curiosity to see the people they have already heard."
Mme. Eames strikes the keynote of the wonderful campaign of education which is being carried on through the medium of the talking machine, in this sentence. Opera managers, as well as all interested in the musical advancement of the nation, must soon "sit up and take notice" and pay due tribute to the splendid work being accomplished by the talking machine manufacturers of this country.
HEAR TAFT'S "CANNED" SPEECH.
Applause at Commercial Travelers' Meeting Frequently Drowns Voice from Horn.
By Auxetophone Judge William H. Taft the past week spoke to crowds at the noonday meeting of the Commercial Travelers' Sound Money League, at No. 37 Union Square. His words were intently listened to and applause frequently drowned the voice from the horn. October 1 was the first time that "canned speeches" had been publicly used in the present campaign in New York, but the eagerness with which the auditors listened to the distinct words of the phonograph and the applause which followed the address convinced President Shepherd, of the league that such speeches would be helpful. Consequently, Mr. Taft's voice has been heard every day at the beginning and the end of the meetings of the league.
Thomas Edens Osborne, the well known jobber of Belfast, Ireland, is making a feature these days of the genuine Edison phonographs and records. The Edison line is also handled by the Anglo-American Phono Co., in Belfast.
Ever been held up by your jobber?
Has your jobber ever promised to ship goods at specified times and then failed to make good ?
Has this failure cost you dear in money and customers ?
Did you decide to try another jobber and then relent when he vowed it never would occur again ?
Don't allow yourself to be held up in this way and done out of trade and dollars. You have a right to demand prompt service from a jobber. That is only your due. Anything less means that the jobber is taking advantage of your good nature.
But our watchword is prompt service. We have an absolutely complete stock of Victors, Victor Records, record cabinets, horns, fibre cases, English needles, and all other Victor accessories. Our iron clad, unbreakable rule is to ship goods the same day we receive the order.
Does this kind of service appeal to you ?
If you care to go further into the matter, send to us for our latest catalogue. Do it to-day.
The Victor Distributing and Export Company
83 Chambers Street, New York