The talking machine world (Jan-Dec 1909)

SIDE LINE SECTION NEW YORK, MARCH 15, 1909 THE VALUE OF NEW IDEAS Are the Very Life of Business — The Man Who Can't Keep in Touch With the Latest Developments Must Give Another a Chance. The man who "never did business like that" is gradually weeding himself from the mercantile field. When confronted with the problems of the present and having suggested to him certain courses to pursue, he puts up the plea that he has never done business that way, has heretofore been successful, and sees no reason why he should modify, change, or add to that which has fetched him where he is. He keeps on for a while in the way he is going, and although he insists that he is doing good business, he knows that something is wrong, somewhere, but he still sees no reason for adopting new-fangled ideas. If we can't make up our minds to do the things of to-day as the necessities of the day demand and shape our methods according to the particular requirements of the present, we'll sooner or later find that he who has a way of his own of doing things, and persists in doing things that way under any conditions, will get left far behind in the race for business. A man goes to bed with a clear conscience that he has fixed his business properly for the problems he has contended with during the day, but he wakes up to his business the next morning with some new series or sets of trouble confronting him that demand other treatments. Ignoring or passing over won't rid his business of the annoyances, and because he didn't have them to contend with 10 or 20 years ago, he fools himself expensively if he attempts to let them go unnoticed and unconquered. As the Sporting Goods Dealer says: "It doesn't make any difference how we did business some other day, the problems of to-day are the ones that demand our attention to-day, and if we don't know how to handle them, it is up to us to find out immediately." ROLLER SKATES IN GREAT BRITAIN. A New Boom Which Has Never Before Been Equalled in England Is Spreading Over the Larger Towns and Cities, United States Consul Joseph G. Stephens reports from Plymouth that after a lapse of 18 years roller skating has again become popular throughout the United Kingdom and that a boom which has never before been equaled in England is spreading to all of the larger towns and cities. The consul continues: According to one of the leading London dailies, skating is to-day the most popular form of indoor amusement and exercise. Nothing else approaches it. An American company, associated with a firm of roller skate manufacturers in the United States, has opened large rinks in 17 cities of Scotland, England, Ireland and Wales. These rinks accommodate on an average about 5,000 skaters each. It is stated that the company finds it difficult to keep pace with the demand for more rinks, so great is the popular enthusiasm for this pastime. Ten thousand pairs of ball-bearing steel roller skates are provided for the crowds attending the Olympia rink alone. By the middle of January it is estimated that more than 100,000 pairs of skates will be in use on the rinks of this single American company. There is no doubt that the practice will increase and spread, and that the demand for new skates of the finest type and most up-to-date pattern will be in general request in all English cities. The attention of American manufacturers is consequently invited to this market. SUES THE CAMERA TRUST. Pittsburg Photographer Asks Damages Under the Sherman Law. (Special to The Talking Machine World.) Pittsburg, Pa., March 8, 1909. The Eastman Kodak Co., incorporated under the laws of New Jersey, but with its main plants at Rochester, N. Y., is made defendant in the. first proceedings of the character brought in Pittsburg under the provision of the Sherman antitrust act. S. S. Loeb, a photographer, former secretary and manager of the Liberty Photo Supply Co , has filed a suit for $45,505.80 damages against the Eastman Co. in the United States Court. Loeb asserts that the Eastman and thirteen other concerns, which he names, constitute a trust and that they have driven many other firms out of business. He asserts that the so-called trust has raised the price of films and kodaks 20 per cent. Mr. Loeb's complaint reads in part as follows: "At divers and various times and from time to time prior to the year 1902 and in the years 1902, 1903, 1904 and 1905 the defendant company entered into various contracts, combinations, in the form of trusts and otherwise and conspired in restraint of interstate trade and commerce with the American Artistitype Co., Nepara Chemical Co.. Photo Material Co., Blair Camera Co., American Camera Manufacturing Co., Kirkland Lithium Paper Co., Rochester Optical Co., Century Camera Co., Rochester Panoramic Camera Co., Seed Dryplate Co.. Standard Dryplate Co., Stanley Dryplate Co.. Tapprell & Loomis Co., and divers and other persons, firms and corporations to the plaintiff unknown. EFFECTIVE "AD." WRITING Is the Colloquial or Sentence Paragraph Style Which Has Proven Its Worth. A colloquial style of "ad." writing comes from the ability to put one's everyday talk on paper just as uttered. This seems one of the easiest things to do, but as a matter of fact it is the very hardest. The reason comes from the attitude the ordinary man assumes when he starts to address the public. He at once becomes formal and has a tendency to use stately words, and wastes much time on introductions. This is diametrically opposed to the style that produces the best announcements. What is needed is to seek the easiest, best understood words. The next consideration is to cease to wander off into introductions. These two points accomplished, a clear, adaptable style is in sight. To certain phases of writing, what has been called the "sentence paragraph" readily adapts itself. This consists in making a paragraph when possible of a single sentence. Among the advantages of this style is its simplicity, the amount of white space it leaves open, as well as the inducement to read further when interest has been aroused. This latter feature is most valuable in advertising. Then, too, this method is easy in itself. One writes as a child talks — says a thing, then ceases, then says another. The procedure eliminates "ifs," "buts" and "arids," and other connecting words so frequently used. Simplicity of diction being the very nucleus of good advertising, nothing can be said against the sentence paragraph. For ad. writing this style has become deservedly popular, says a writer in the Furniture World. It may in course of time push its way into literature, although at present not much success has been achieved in this direction. MOVING PICTURES IN CHURCH. (Special to The Talking Machine World.) Chicago, 111., March 6, 1909. The first moving picture show as a regular attraction for the church was given last night at the Fullerton Avenue Presbyterian Church by the Rev. Hugh T. Kerr. Dr. Kerr desired to attract children and innocent young women from some of the Halstead street shows, that are believed to have a very baneful influence. He said: "We are to have music and moving pictures and all the decent fun that can be found in a nickel theater. In fact, I am sure that our entertainment will be much more pleasant. There will be no temptations for young people to go to bad shows, because we are going to pick out stories just especially to entertain them." WILL NOT GRANT DISC0TTNT. A meeting was held recently in Fuerth, which was attended by 130 post card and toy manufacturers, to consider the steps to be taken in face of the demand made by the Association of Bavarian Exporters for a cash discount of 2 per cent, to be allowed on all goods invoiced. The meeting was unanimous in deciding against this demand, and it was stated that the Nuremburg manufacturers had also refused to accede to this request. The majority of the speakers pointed out that the pressure already brought to bear upon them by the exporters was so great that they could go no further without doing themselves material damage, and then the times were too bad to allow of any extra discounts. No matter how well arranged a manufactory may be, or how thoroughly organized in regard to business details, if the advertising is neglected or done in a haphazard way, business results must suffer accordingly. A great deal of advertising fails of results aimed at for the reason that the ad. writer is crowded with too many other responsibilities to give that branch of his work careful and serious consideration.