The talking machine world (Jan-Dec 1908)

60 THE TALKING MACHINE WORLD. I I I Side Lines for the Talking Machine Trade Some of the Many Specialties which will Interest Talking Machine Men are Treated of in this Department No oue, perhaps, in the talking machine industry is so closely in touch with conditions in this trade as the staff of The World. For the last four years our entire force of editors and correspondents in all the leading centers of this country and Europe, have devoted their entire thought and energy to the study of trade conditions. What this concerted effort has accomplished is vouched for by the thousands of congratulations and good wishes that have been received by this office from loyal members of this trade. No one is more enthusiastic or confident of the future, but at the same time no one more fully realizes the limitations of the industry, than those who have studied the situation. * * * * Manufacturers, jobbers and dealers have built up an enormous business; a business which, when one takes into consideration those limitations, finds no comparison in the history of commercialism. Let us for a moment look at the bare facts. In the first place, while the talking machine has won for itself an enviable reputation in both social and educational circles, it is not a necessity, like food, but a luxurj^ and as such must be a thing of secondary importance. From the standpoint of sales, the main possibilities lie in but one direction, and that is the record end. Once a dealer sells a machine and possibly a cabinet, he must then rely wholly for future business on his records, and with the enormous competition . now in the field, that is scarcely big enough to prove exceptionally attractive in itself. Take the camera and photographic supply trade as a comparison, there the scheme is the same as in our own field. One sells a camera and relies on the film business, which is fully as large as the record trade, and yet the men in this business have long since given up the idea of relying wholly on these reproducers of nature for their livelihood. The talking machine business, without the slightest doubt, is in its infancy, and will continue to grow and expand, but the day for exclusive dealers is fast passing, to the betterment may it be said, of the entire structure in that the more articles one has to sell the more people one attracts and more patronage means increased prosperity. • • * • For the past two years The World has been testing out the expansion policy through this Side Line Department. So well has the idea caught on and so fast has it spread, that it has gotten beyond the department, and working as we ever are in the interests of this trade, we are compelled to enlarge our scope, and, therefore, beginning with our January number, are bringing out what will be known as The Side Line Section, a magazine within a magazine, separate in every way from The World, its sole aim being to bring the jobber and dealer into close touch with various other lines, and treating them in an unbiased manner, hold a mirror to the entire commercial world in which our trade may read and learn, we hope to their unlimited profit. * * * * The open weather this fall has greatly stimulated the demand for guns and ammunition, as well as other seasonable sporting goods, humanity at large taking advantage of the mild temperature and reveling in all sorts of outdoor pastimes; this, however, cannot last, winter will soon be shutting in on us, and with it will come a lively demand for skates, sleds, skies, etc., for outdoor recreation and games of all kinds to while away the long evenings by the fireside. Jobbers and dealers handling these goods here are looking forward to a brisk winter trade, and by reports this condition is apt to be true of all parts of the country. * * * * Now is the time, if ever, to devote especial care in the dressing of windows. The buying public is on the warpath for scalps. Their palms are just itching to get rid of their loose change and all you have to do is to display your bait temptingly. 4 * * * The great secret of mercantile success is to foresee a demand and set about supplying it sanely. » X * * Every man can't be an advertising genius, and it's no disgrace to adapt others' ideas to your own purposes, for in all likelihood the other fellow has only rehashed old material. Start a scrap-book; it will pull you out of many a hole and may pave the road to success. * if * * In placing orders with your factories be specific— misunderstandings cause confusion and delays, likewise lost business. * * * » Don't knock your competitor. When you have to paint his character black to make your own look white — well, we would advise a liberal dose of hot water and sapolio. * • • • An ideal side line is anything that is a necessity to a large proportion of humanity, and inasmuch as one-third of the population of the globe shave. Safety Razors seem to us to about fill the bill. * * « « The secret of the increasing demand for post cards lies not so much in the fact that they are constantly changing but because they are a great saver of time and labor. Even lovers who are credited with writing volumes find more eloquence in a sentimental picture than in a whole bottle of ink. * * • • No more are we compelled while away from The VIASCOPE SPECIAL NOW READY #IT After years of study we have perfected " a moving picture machine void of all vibration and absolutely flickerless. All working parts of mechanism encased in a highly polished nickel-plated steel case. Its construction is so simple that it can withstand the hardest usage without getting out of order. Write lor Catalogue. VIASCOPE MFG. CO. CHICAGO Department A, 112 East Randolph Street the habitations of man with the thermometer at P. Q. X. to long and crave in vain a cooling draught, or be aroused from a warm bed in the middle of the night to heat baby's milk to just 98 degrees. The vacuum bottle has done away with all such aggravating inconveniences. What a seller it will be! * • • « Many argue "that any article well displayed is half sold." The World would suggest the advisability of adding the word seasonable. * * » * We notice that a New York house has just brought out what they call "Little Clincher Ice Creepers," which will fit any shoe and eliminate all danger of falling. Having had several memorable experiences of his own in this line, the writer should think this little article would be well worth a dealer's attention. ^ ^ ^ A Chicago company have just marketed a folding sled, with Bessemer steel runners. Substantially built and of attractive design, it should prove popular with all young folk. 4c 4: ^ 4: The white fiyer roller skate is another new venture in the Windy City. The action construction is the turntable principal, not on an angle, but in an upright position, thereby centering the weight of the skater directly over the bearings; this assures an equal distribution of wear and strain on movable parts. The oscillating or action mechanism is so sensitive that it instantly responds to the slightest wish of the skater and yet so scientifically constructed that it is at all times under absolute control. 4: 4: 4: 4: Salesmanship used to be measured by a man's drinking capacity. In employing men now, however, forget the former standard. It has been learned that orders, not whiskey bills, make for a substantial commercial foundation. * * * * Every retail dealer, large or small, who sells on credit is deeply interested in the cash system, and it may be said there Is not a single merchant who would not prefer to abandon credit for cash if he thought it could safely be done. The question is one which concerns particularly the dealer in the small town, for here credit is deeply rooted and there is an element of the population which must be delicately handled in breaking away from the time honored customs. In the first place the man who can adjust his business so as to get down to a strictly cash basis will have an advantage over his brother who gives credit that will fortify him against every possible chance of failure. That is, he will if he is a business man. No tradesman can have as satisfactory and money-making an occupation as the one who deals for cash or its equivalent. Men may argue that it is possible to grow rich and succeed in giving credit, but look over the cause of business failures and 90 per cent, of them will be found to have done an abnormal amount of credit giving to irresponsible parties. THE PICTURE SHOW SINGER Ballads. Pathetic or Humorous, Thrown in With the Views. One of the features of the cheap moving piclure show entertainment is the singer of low comedy or pathetic ballads. If it is a man ten (■li;iii(c> to 0110 the song is funny, so-called. If ;i woman the lyrics will ho all full of weeps. The bosi thins about those songs is that they arc acconipauiod by biijhly colored views, desisnod apparently to fit the text. Almost invariably a song about New England is run along