The talking machine world (Jan-Dec 1908)

62 THE TALKING MACHINE WORLD. with a scene of truly tropic vegetation and in a bright sunlight that almost makes one see lizards running along a wall and peons slumbering. There are winter scenes, too, which look like nothing so much as the skating chromos or the "Frost Bound Brook" we are all used to; The singer arises and in a voice that suggests the need of filing or cultivating intones through her nose or rather speaks through that part of her — it is generally a she — the words of the song. The pictures change from time to time, customarily illustrating her going through one grapple after another with a thoroughly uncomfortable appearing young man, who is the light of her heart at least in the first three pictures, but who turns cold in the fourth picture and the chorus. The chorus after the first rendition by the singer is thrown upon the picture screen with an exhortation at the top, "All join in." A few feeble or all too strong voices accede, and the resultant discord Is generally a nickel's worth — which is the customary charge for seeing the show and hearing the singer. PAYS TO BE MENTALLY ALERT. VOLCANO MOVING PICTUHES. (Special to The Talking Machlue World.) Honolulu, T. H., Nov. 20, 1908. One of the most remarkable series of moving picture films ever made have just been completed by R. K. Bonine, an expert who has been in this Territory for the past year. It is a reproduction of the tremendous activity of the "Volcano of Kilauea, on the Island of Hawaii, and is one of the most striking things of the kind ever produced. The pictures were secured after several weeks of difficult work and exceeded the expectations of the artist himself. The films will be used in connection with the AlaskaYukon-Seattle Exposition next year, though they will probably be put on the market before that time. CANNOT GIVE AWAY PKEMITJMS. In an article in this department last month referring to musical merchandise and sheet music as an excellent side line for talking machine dealers, it was further stated that it would be "a good plan to advertise to give away a sheet of music to each customer who purchased a stipulated amount of talking machine goods in connection with a sale of one specific article." Regarding this matter we are in receipt of a letter from Wm. Pelzer, of the legal department of the National Phonograph Co., to which we call the attention of readers of this department: "We wish to point out that under the conditions of sale attaching to goods of our manufacture, as well as to the Victor Co.'s product, it is not permissible to give away an article of any character as an inducement to the sale of talking machines or records. Inasmuch as we believe the trade, and particularly the dealers, look to The Talking Machine World as good authority on talking machine matters, we fear that this suggestion may mislead the dealers into the belief that this practice is permissible. We, therefore, ask that you kindly modify this suggestion at the earliest opportunity." Don't play "Drink with me" for the clergyman, or "I'm on the water wagon now" for the distiller. Remember the old proverb, "Consistency, thou art a jewel." New Ideas Are the Life of Business — How They May be Developed. The introduction of new ideas is the life and soul of any business. One of the best and simplest methods of obtaining them is to "take a day off" now and then and visit the neighboring cities, and towns, keeping one's eyes open and taking notes. Reading trade papers is productive of splendid results, as it not only gives one a broader scope, but original schemes tried with success in other sections can be adopted to one's own needs. Failure is in nine cases out of ten caused by stagnation, and this condition can only be fought by installing new life and energy in your affairs. SALES AND THEIR CONDUCT. Legitimate Special Sales Help and Vice Versa. AVheu a dealer starts out to have a sale — whether it be called clearance, fire or anything else — he should see to it that it is in fact a sale, and that the public get the goods at the reduction named — the word "Bargain" should not be restricted to the headline of his advertisement. For while this will bring people to his doors, if on investigation they find they have been deceived, rest assured they won't give him a second opportunity. Now, while special sales are a splendid advertisement and a good thing once in a while, there is such a thing as overdoing it. Human nature is a funny thing and once let the public get the idea that you sell cheap, and the next thing they will be saying that your goods are cheap, and then, well, your hope of success is mighty slim. The great trouble with most dealers is that they are afraid to mark their goods high. They get the impression that if they can undersell the man down the street 5 per cent., they will run him out of business. To demonstrate the practicability of this method they point out the success of the modern department store. Poor, misguided beings! True the "big stores" do feature innumerable articles at slaughter prices, but a careful inventory of their stock will show a proportionate increase on other lines. Where the little man is making his 15 and 25 per cent, profit and worrying himself sick on how he can reduce his expenses and cut this margin to 10 and 20 per cent., the man higher up is making his 50 to 200 per cent., and the people are falling all over themselves to trade with him. Get a reputation for selling not the cheapest, but the best goods in town; don't be afraid to charge big prices, and then once in a while have a rousing big sale. Dame fortune is a fickle jade, and so is public fancy — ^both can be won by a bold front, but never by half-hearted methods. A NEW INGERSOLL WATCH. Robt. H. Ingersoll & Bro. have just placed on the market a new watch which will be known as the "Universal." The watch is the regular Yankee fitted to a metal holder about two inches high, which is made in nickel, gun-metal, and burnished copper finishes. The watch is held firmly in the holder and makes a splendid desk watch and paper weight, and is a most practical timepiece for traveling. When desired it can IF YOU ARE IIVXERESTED IN Wf ite us lor Latest List of Up-to-date and Popular Selections In PERFORATED-PAPER MUSIC ROLLS THE F»IA.IMOVA. CO., ItV-iZS Cypress Ave, IM. Y, Largest Mlrs. ELECTRIC PLAYERS and MUSIC ROLLS readily be removed from the case and worn in the regular way. "With so much to recommend it, the "Universal" should prove a big seller. THE SCIENCE OF BUYING. Some Pointers on a Most Important Subject of Interest to Talking IVlachine World Readers. The science of buying necessitates much thought and experience. Men who are new at the game and in many cases old-timers, hamper their progress by their lack of knowledge of the art. How many orders are lost daily by firms who, having bought light are caught short without the goods? Again how many have their shelves loaded down with unsalable stuff, which leads up to the question as to which is better, to under or overbuy? Of course, like in everything else, there is the happy medium which is always the safest — ^^but how few are competent to judge when they are right? Lacking this knowledge, it is much better to stock too much than too little, as it is always ' possible to use this surplus, if handled rightly, and turn it to good account as an advertisement and new trade gatherer. Make it a point in business, at certain periods, to have a clearance sale, get together all your odds and ends, marking them down to cost and advertise the sale well in your local dailies. You will find that you are drawing new people to your store, who, once they are there, can often be interested in your staple lines. Make it a point to get all purchasers' names and addresses, and then every now and then drop them a line or send a new catalog; in this way you can hold them and by so doing increase steadily your patronage. A PAYING SIDE LINE. When the name "Durro" is mentioned in the musical merchandise trade the dealer immediately brings to mind the line of violins and strings handled by Buegeleisen & Jacobson, New York, which have won a high position in the esteem of the trade, which they well merit. Imagine the opportunity thrown in the way of the talking machine dealer to carry such goods as a side line. No gamble, for the merits of both violins and strings have been amply proven. Ample profits for quick sales mean a rapid turnover of capital and a pleasing balance at the end of the year. Durro violins are offered for the discriminating trade who know what a really good violin is, and want only that kind. The talking machine man will find that such a line, well advertised, will bring a high class of people to his store for either violins or strings and afford him an opportunity of making sales of "talkers" and records or of other specialties he may handle as side lines. Now is the time to get the side lines installed and well started, so that there will be no lull in your trade. A meeting of moving picture film manufacturers was held in the office of the National Phonograph Co., 10 Fifth avenue. New York, November 24. S. Lubin, of Philadelphia, Pa., who recently returned from Europe, was in attendance. William Pelzer and W. T. Moore, of the Edison Kinetoscope department of the National Co., were also present. 60 YEARS' EXPERIENCE I RADE mARKS Designs , . Copyrights Ac. Anyone sending a sUetcli and description may quickly ascorlalii our opinion free wlielher an Invention Is probably vatenttihle. Coniinunlcatlonsstrlcdycoiitlilontlal. HANDBOOK on I'atenta sent free. Oblcst niiency for Pocurlnp patents. Pntonts tulion tnroimli Munn A Co. receive gpeciat notUe, wlibout climve. in tbo Scientific JIttierican. A hant^stinioly lUnatrntod wopklv. I.nrKest clrriilniloii I'f iinv Bi-leiiilUc louriml. Terms, $3 a v>iir: Iiuir nionlhs, $1. Sold by all tiewedealors. IVIUNN&Co.36'Broadwa,, New York Braiicb Office. 626 F St., WaahlagtOD, D. C.