The talking machine world (Jan-Dec 1908)

The Talking Machine World Vol. 4. No. 12. New York, December J 5, J 908. Price Ten Cents WANT RECORDS THAT WILL EXPLODE. Emil Taussig Getting Weary of "Dead Beats" and Is Anxious That Records Should Explode After Being Used Fifty Times. Dealers in talking machines frequently come across a class of customei-s who never seem to be satisfied. They buy records, and after short use complain of their being in bad condition, or find some other fault with them and desire to exchange them for newer records. In other words they are "dead beats," to use the vernacular, and want to get more than they are entitled to. If they had their way they would work the exchange plan until they had exhausted the entire list of records in the dealer's store. To meet such a condition of things Emil Taussig, talking machine dealer of Elizabeth, N. J., has suggested the manufacture of phonograph records that will explode after they are used a certain number of times, and he has sent his suggestion to the National Phonograph Co. He is thoroughly disgusted with the lovers of the talking machines at the present time, because, he says, they are inclined tO' want something for nothing. Some of the customers with whom Mr. Taussig engages, purchase records, use them for several months and then return them to him with the request that they he changed for new ones. "If a record could be made that would explode after being used, say from thirty-five to fifty times, the customers would be better satisfied," Mr. Taussig said the other day. "They would realize that it costs so much each time the record is used and there would be no kicking. Now a record will last indefinitely and after the customer has become tired of it, he comes to the store and asks for a new one in exchange." THE VALUE OF AN IDEA. How It May be Realized and the Originator Encouraged. How much is an idea worth? Governments permit the patenting of ideas put into practical shape and will protect the owners. How much is a store idea worth? How great is the benefit of this and that little plan put into practical operation by the interested store worker? The clerk who takes enough interest in his work and his job to evolve some plan, no matter how apparently insignificant, that he can employ — and possibly the whole store can employ — 'to push along the business, does a service to the store which deserves some practical acknowledgment through encouragement and commendation, and an endeavor to induce that clerk to work out other plans into practical shape. The worth of it all is in the deep interest such an employe can and does take in the forwarding of the business which he has made his business for the time being. Few retailers vnll deny the logic of that, yet there are retailers who have failed to realize the worth of an idea among their clerks, in that they have practically strangled all effort on the part of any clerk so inclined to make more than one or two attempts at bringing his plans into actual use. The crudeness of a suggestion should not condemn it. If it is good at all it should be worked out in conjunction with its originator; if it is bad, there is no reason why the originator should be made to think he is considered a fool and never make another attempt to help the store because of that feeling. Don't try to wait on two customers at the same time. Devote your whole time and thought to the first customer; finish as quickly as possible without hurrying him. This is accomplished through knowing your stock and talking to the point. THE CHRISTMAS HOLIDAYS. The Jingle of Christmas Bells Should Ring Out Prosperity to Every Progressive Dealer — Originality Will do It. Once again old Santa is packing his sleigh with presents away up in the great Northland behind the stars, preparatory to making his annual visit to his friends in the world. Are you ready for him, Mr. Dealer? Has the little Christmas brochure setting forth in just the right way the information that talking machines make the greatest holiday gifts on earth, been prepared and issued? Is your store a veritable winter garden with its gorgeous display of holly and mistletoe? Has your show window been turned into a bower of beauty in honor of the merry old Saint? These things should all be done, Mr. Dealer, if you would have the dear public stop, look, and listen. I have found in my rambles through the "business highways and byways that the dear public above mentioned has to a man moved to Missouri, and that they simply will not feed out of your hand unless you offer them something exceptionally toothsome and original. To do this, you must use your eyes and ears perpetually with ever the one idea in view; that is, to install something new into your husiness that DESIGN FOR CHKISTMAS POSTER OR NEWSPAPER AD. will place you in advance of the other fellow in the hard up-hill race for success, and now is the psychological moment to begin. There is no reason why your store should not be the most attractive in your street, if not in your whole town, during the holidays this year if you make up your mind to it, and get busy. Choose something original in the way of Christmas literature. Let it emhrace a feature that has not made its appearance before, and you will reap a harvest eminently worth the trouble involved in its preparation. The public demand something new, and when they see it, they jump at it like a trout at a fly. Originality means success, Mr. Dealer, so let it be your watchword this Christmas time. Election being over and business rapidly adjusting itself to normal conditions should mean a great deal to you just now, because you can rest assured that your efforts in the way of original display and judicious advertising will not be wasted. The factories are running again, shoppers are flooding the stores once more, and our entire country shows an activity that is very encouraging to the business man. The situation being as it is, you must do everything in your power to bring a share of this ever increasing prosperity into the doors of your estahlishment. The manufacturers are aiding you in this by continually hringing out some new product that stimulates trade and creates new demand. When before in the history of the 'graph and 'phone have we had such an assortment of good things to choose from? The four minute and indestructible cylinders, the double side discs, and many other novelties of 1908 make a plea to the music loving masses that is well nigh irresistible. All they need, Mr. Dealer, is your originality to send them flying into the homes, clubs and pleasure houses throughout our broad and glorious land. Are you there with the goods? Ye gallant knights of the 'graph and 'phone, Come raise your goblets high ; Let us quaff deep draughts to the dear old Saint As his sleigh goes dashing by. We owe him a bumper this year, my lads. For he brings to both you aJid me A gift worth more than x)irates' gold — • Restored prosperity. Howard Taylor Middleton. VALUE OF THE TAFT RECORDS. Live Dealers Should Find Them Steady Sellers for After IVlarch 4 They Will Represent the Voice of a Living President. Perhaps no single series of records are more highly valued than those made by Presidentelect Taft at the opening of his campaign. After March 4 the records will be reproductions of the actual voice of a living President of the United States, and the first in history bearing that distinction, as the present incumbent of that high office has steadfastly refused to have any of his decidedly interesting remarks recorded for either private use or public sale. With Mr. Taft's example as a precedent it seems as though all Presidents of the future should make, say half a dozen, records of their chosen subjects if only for private distribution, and one set of each should flnd a suitable repository in the library of Congress in company with other interesting records of historic nature. TO STUDY LIFE OF DYING RACE. Ethnologist Will Make Phonograph Records of Aleutian Language — Only 2,000 Inhabitants of Islands Now. Dr. Waldemar Jochelson, the archeologist and ethnologist, has just left for Kamchatka and the Aleutian islands, where he will spend two years studying the Aleuts, of whom there are but 2,000 living. The race is rapidly dying out. The scientist carried with him several phonographs and hundreds of blank records, which he will use to preserve the Aleutian language. He is accompanied 'by his wife, who will assist in his archeological work. Dr. Jochelson, who has done much work for the American Museum of Natural History, is making the present expedition for the Academy of Sciences of St. Petersburg. In the Morris K. Jesup North Atlantic expedition it was found that in prehistoric times there was a distinct relation between the North American Indians and the tribes of Siberia. The forthcoming work of Dr. Jochelson among the Aleuts will be supplementary to that done by the Jesup expedition, for it is believed evidence of ethnological relationship between the tribes can be much strengthened by investigation. Dr. Jochelson says that because the race is rapidly dying out the investigations about to be made are considered of exceptional value, as it is only a question of comparatively short time before such investigation would be impossible. The expedition will be made simultaneously by five sections. Dr. Jochelson having charge of one and going to the Aleutian islands before proceeding to Kamchatka, while the others will go directly to the peninsula of Kamchatka. It is said that a wealthy Russian interested in ethnology is supplying the funds for the expeditions, although the work nominally is being done for the St. Petersburg Academy of Sciences. A customer has some rights to his own opinion. Don't force yours on him, but try and mold his.