The talking machine world (Jan-Dec 1910)

t^lj... I . U SIDE LINE SECTION NEW YORK, JANUARY 15, 1910 DEALERS DEMAND GOOD SIDE LINES. Developments in Growth of Talking Machine Business Create Actual Necessity for the Carrying of Other Goods — A New and Fertile Field for Agencies in Certain Lines. Many talking machine dealers have written to The Talking Machine World for advice as to what are promising goods to carry as side lines. We have received hundreds of such letters, written by dealers in every State in the country. These dealers, having received carefully considered replies from us, know what we have to say on this subject. To the dealers who have not written, but who, of course, are confronted with the same problems as those who have, we would say that we shall al any time gladly give our earnest attention to each letter written us regarding side lines. As a matter of fact, the mail each morning never fails to contain requests for information as to this or that possibility as a side line, as to its selling qualities, the standing of its sponsors, and so on. You among the talking machine dealers who have thus consulted with us are, naturally, but a small proportion of those who are guided more or less by our advice as to side lines which we publish from time to time in these columns. For each man who takes the trouble to sit down and write a personal letter to a magazine there are undoubtedly twenty or thirty who have had the same thoughts, but who have not reached the point of putting them on paper. Now, that so many have written of their own volition, we want all dealers to feel as free to consult us on the subject of side lines as they do in regard to talking machine matters. Here in New York City there are so many large dealers who handle talking machines and allied lines exclusively that knowledge among some of them is, after all, rather limited as to the tremendously wide scope of the side line dealings in talking machine stores throughout the country as a whole. The proprietors of those latter stores are fully aware of the fact, however, and are alive to their opportunities. It is a fresh and fertile field for the manufacturers or distributors, who have already obtained splendid results from this source. There are a number of talking machine dealers in Manhattan, nevertheless, who have fine stocks of side lines. Their stores are large, well-arranged and prosperous. The number of lines they carry is simply amazing, and these are in stock for the very good reason that there is demand for them from customers. Out in the other States, however, the number of talking machine d-ealers who carry side lines runs well above 8,000. The reason is obvious. For one thing, whoever buys a talking machine outright is usually a man or woman so situated financially that he or she can buy anything desired. Then, too, the dealer wants to keep his customers interested in what he has to offer, and to obtain as much as possible of their business. Consequently, he keeps in stock various lines of goods. These he presents to his customer's notice at times when the latter is looking at things other than talking machines. And when the talking machine business is dull the dealer has a good variety of goods with which to attract trade. Especially, however, the dealer finds side lines valuable after he has sold a talking machine to a customer. In these days when talking machines are sold on the instalment plan, in cases numbered by the thousand, the dealer and his customers maintain their relations for months at a time — until the machines are paid for, and then while new records, needles, etc., are purchased. In the coufSe of these weeks and months it is an actual absurdity to suppose that the customers would not buy of the dealers on whom they are calling regularly their sporting goods, souvenir post cards, safety razors, popular-priced watches, toys, fountain pens, electrical novelties, cameras, vacuum bottles, fine stationery, toilet articles, and so on in infinite variety. The dealers, knowing this, are for the most part careful to keep such goods attractively displayed. Recent letters to this office prove that talking machine dealers are on the alert for agencies for goods which, although too expensive tor them to carry in stock, are established sellers. A dealer, lor instance, can sell a man a standard typewriter or a famous make of gun or revolver of which he has only a sample on hand. In fact, this is being done on all sides, and this opportunity is being taken advantage of by the dealers to a greater and greater extent. On investigation we have come cross some interesting facts in this connection — more of which later. It all means that the thousands of dealers who have entered the retail talking machine business have done so because they are men who recognize the signs of the times; who are alert to hear the knocking of opportunity at their doors, and who, for these very reasons, are proved to be live, progressive men who put energy and ability into making a success of whatever they undertake in the way of goods or agencies. AN IMPORTANT FEATURE. Good Field and Fine Line Both Lose Much Value Unless an Attractive Display Is Made. The chief object of the business man in every line of merchandise is to find the buyer, and, having coralled him, to sell. This object is always before him, and upon its solution hangs the alternative of success and non-success. Between the buyer and seller there is always an interval, more or less lengthy and arduous, to be traveled, before the final interview takes place and the bargain is struck. The merchant who would sell to the buyer must have the right goods to dispose of, to begin with. Having these, the next step is to interest the public. If this is done in the proper way, an irresistible desire to possess is created. When that stage is reached, the rest is comparatively easy sailing, for the man who cherishes an eager longing for anything is sure to gratify his desire, sooner or later, by purchasing, if he can afford the price. It is the special province of the show window to attract the public attention. with a special regard to securing this end. The display that makes the passerby pause on his way, and look in, has achieved its first purpose — though not its last. To interest is one thing; to stir up an active desire to purchase is something quite different. A thing out of place — a litter of pups in a bookseller's window, for instance — may draw a crowd and excite much comment, but it does not bring custom on that account. Displays of this kind are known as grotesque, and, though a few of them are still to be seen, experience proves that they are not money-getters. The dealer who sets out to do things should see that he does them with due regard to their logical sequence. Everything in a process should be related. One thing should lead up to the next in order. The absence of connection has ruined the effectiveness, from the viewpoint of sales, of many displays otherwise commendable. SAFETY RAZORS BIG SELLERS. Talking Machine Men Enthusiastic Over This Line as Custom Makers. During some extensive trips the past month The World has had an opportunity of getting into close physical touch with a large number of talking machine men, and we have taken the trouble to investigate how safety razors and accessories are "panning out" as a side line with those who have handled them for some time. In view of what we learned we can unhesitatingly recommend this line to anyone desiring a live seller which has at the same time that added feature — a good profit. Of course, like in other lines, there are good and bad razors, and while we cannot, of course, be specific we would certainly recommend those that have stood the test of constant use and are well known to the public, for there is no question about the selling value of a name or trade-mark that is well and favorably known. AMERICAN PICTURE CARDS POPULAR. The picture post cards of American manufacture are increasing in popularity with discriminating buyers, and in many instances are being preferred to imported European cards. This is due, of course, to a high standard of workmanship, and one firm in particular, the National Colortype Co., of Cincinnati, 0., have made rapid strides in improving this great American industry. They have devoted many years experimenting and improving hand colored cards, and are now in a position to deliver orders in two to three weeks, whereas four to six months are required to procure foreign cards. They will gladly send you a set of sample post cards if you mention The Talking Machine World. The assets of the Vitak Co., bankrupts, were sold at public auction on Thursday, January 6, by order of the courts. The articles consisted of dies, tools used to manufacture parts for Home moving picture machines and also the patents.