The talking machine world (Jan-Dec 1908)

62 THE TALKING MACHINE WORLD. popular and to-day, thanks to the enterprising publisher, retailers have almost an inexhaustible assortment to choose from. These special day cards are now brought out in all classes and many run up even as high as the dollar mark, and are real works of art. This is also the time of year when albums move the best. These should range from those retailiug at 10 to 2.5 cents to those selling for $3 or ?4. One thing about laying in a stock of these, is that they are more or less standard, and even if they are not disposed of at once will not become dead stock on the dealer's hands. Post card reflecting machines like the "Refleetoscope" make a cracking good addition and will greatly stimulate sales for months afterward. Dealers, especially around Christmas time, cannot lay too much stress on attractive window displays and this line with a little care lends itself admirably to gala effects. Home Moving Picture Macliines and Films. Notwithstanding the passing financial slump, things look exceedingly bright for dealers handling moving picture machines and films; in fact, this business has suffered but very little, and unless something unforeseen happens there will be a rich Christmas harvest for these enterprising retailers. Much of this steadiness has been due to the increased exertions on the part of the manufacturers. These men did not "rest by the wayside," but the minute they felt a relaxation on the part of the buying public, they began to push work on new models, and in every way possible keep things stirred up. Premiums Great Trade Stimulators. How to attract trade to your store, and hold it, is a problem that has puzzled the heads of our wisest as well as less gifted merchants. Many affirm that one of the most satisfactory methods ever devised is that of giving premiums. This plan is used extensively by nearly all the larger trades, but so far has not succeeded in gaining a foothold in the talking machine field. In the past it would have been unnecessary, as no inducements were needed to stimulate trade. Now, however, that competition has grown so keen, it would pay all interested to investigate its possibilities. This industry (that of premiums) is founded and relies on that human weakness for "getting something for nothing" which we all possess to a greater or less degree, though some of us are too proud to admit it, and cannot be inveigled into purchasing a pound of sugar because we may obtain a spoon or something else gratis. The premium expeit knows this, and before he decides on any particular campaign, studies the class of trade he would appeal to. Then he sets his net (and there are nets to suit all grades and conditions), and if the bait is wisely chosen, the flsh is captured. Take as an example John Wanamaker. His trade is such that he would scarcely be interested in the trading stamp scheme, but his "net" is well "baited" — reading and writing parlors, waiting rooms, musicales on a grand scale, supplementing which, and a part of the whole, is an army of maids, floor walkers hired expressly for the convenience of customers. Stores catering to the cheaper trade use trading stamps extensively, the class and extent of the premiums varying according to their capital and trade. Newspapers give books, lamps, talking machines and other articles as inducements to subscribers, and so it goes. For every Jack there is a Jill, and every man, woman or child has his or her weakness. While, as we have said, the talking machine man has not as yet used this method for drawing trade to his store, there is no reason why he should not, and every reason why he should consider it seriously. The idea that it is a costly undertaking is an erroneous one, for it is fully based on a percentage basis. A talking machine man who has given this subject consideration said the other day: "If I was to employ premiums I would go about it something like this: 1 would first figure out the average actual clear profit (not the apparent one, for there is a vast difference) on my stock as a whole, and then estimate what I could afford to allow for my premium campaign, and govern all my future operations accordingly — in the same manner as one would do in making out an advertising appropriation. If, for instance, I can afford to allow my customers 2 per cent, rebate on each purchase, I do so, and credit them with that amount either by the stamp system or some other, and whenever their credit amounts to the price of the desired article, make the exchange and give or send it to them prepaid. The choice of premiums must be given careful consideration, and the best and surest way for success, if one is ignorant of the idiosyncrasies of the business, is to consult with one of the large manufacturers of such articles, who will gladly co-operate with you." It is not necessary to carry a large stock on hand, many merchants only carrying a sample line and letting the premium manufacturer ship direct. Of course, where possible it is better to have the goods right on hand, so that deliveries can be made promptly. Too careful attention cannot be given to catalogs. Many a firm has lost the best effects of their campaign by trying to save on cuts for illustrating, paper and printing. It is only too easy to give the impression of cheapness in this game, and this should above all else be shunned. Obtain as extensive a list of people as is possible in your locality and dictate a carefully worded personal letter to each, enclosing your catalog and calling attention to and emphasizing the quality of the goods you handle, leaving out all mention of premiums. Your catalog, if it be gotten up as it should be, covering this end of it. Advertisements inserted in your local papers will do much toward helping the good work along, and the brighter and more inviting your store is, the better, as this is the all-important feature and should cap the climax. Think this over, Mr. Talking Machine Man, and think it over seriously. If handled rightly it will mean big things to you, and will prove a wonderfully lucrative investment. On the other hand, if treated superficially it may prove a costly experiment. Attractive Side Lines. Cameras and photographic supplies, safety razors, sporting goods (at this time of year skates, sweaters, hockey sticks, etc.), make at NEW DESIGNS, 1908 Christmas and New Year POST CARDS Our Plans for this line of Post Cards of over 100 All New Subjects were made many months since. Our Expert Artists have never failed to design pleasing and popular styles and the^^ Have outdone all previous efforts in our line for this year These Assortments will give Dealers a Large Varietj^ with a Small Investment. ASSORTMENT No. 200/12. 100 New Embossed . 100 designs 15 " Figures and Faces. . 15 (t 10 " «( Domestic 15 25 " <( Imt. Silk 25 (( 10 " 120 43 , 8 it 15 " << Air Brush . 15 it 15 " 120/58 12 tt 10 " (( Madonna , 10 ti 40 " ft Special 25 tt 10 " Folding with Verses 10 n 250 Total This Special Assortment of 250 Christmas Post Cards only $2.50 ASSORTMENT No. 200 14. 215 New Embossed Xmas and New Year. 100 designs \ 15 " " Figures and Faces.. 15 " 25 " " Domestic Xmas .... 15 " 65 " " Imt. Silk Xmas 25 " 20 " " 120 43 8 " 25 " " Air Brush 25 " 25 " " 120 58 25 " 25 " " Madonna 10 " 75 " " Special 10 " " Folding with Verses . 10 " 500 Total This Special Assortment of 500 Xmas and New Year Post Cards only $5.00 Send yotir orders etirl^' while tlie aasortnient complete. You will be wiir|)rised liow miiiiy of llicse cnrds will he .sold ;it once. Slijill we send yon our new F:dl Tost C'lird Calaloii'r THE AMERICAN NEWS COMPANY POST CARD DEPARTMENT, DESK R NEW YORK, N. Y.