The talking machine world (Jan-Dec 1910)

26 THE TALKING MACHINE WORLD. TRADE IN THE CITY OF CULTURE. Spring Business Opens Up Well — Extensive Advertising and Live Methods Make for Record Season — Boom in Grand Opera Records— Eastern Co.'s Quick Service — Their Telephone Coupon Books — Excellent Ditson Trade — Strong Demand for High Grade Columbia Outfits — Constantino Gives Grafonola to Hospital— Change in H. F. Miller & Sons Co. Department — Columbia Line for Nelson's Department Stores, (Special to The Talking Machine World.) Boston, Mass., April 12, 1910. New sales of the higher-priced machines have had a wonderful impetus with the coming of warmer weather, and the April volume of business is of such proportion to justify the prediction that the present season will be the largest in the history of the industry. One of the biggest houses say that up to the first of April they have transacted a 40 per cent, increased business over the similar period of last year, and from the good reports heard on all sides from jobbers, retailers and salesmen, it looks as though an era of profit-making is opening for the entire talking machine trade. The vigorous and extensive advertising done by the parent concerns with literature and other successful sale-closing publicity, all built on one platform — absolutely one price — is certainly valuable co-operation. Generally speaking, in no other commercial lines are the trade conditions similar — remember the "sticker," one and only one price — and with this thought it certainly behooves the dealer and distributer of the highest grade instruments to reciprocate by giving special attention to the selling end, particularly so with the opening of the present "rush" season. Opera records had a big sale during the last month. During one week two opera companies — Hammerstein's Grand Opera Co. and the Metropolitan Opera Co. — were performing, and any evening in the whole month one could go to the Boston Opera House, so opera records secured a large boom. Each of the recognized factors of the industry had their quota of exclusive singers' records and everyone could hear his or her favorite artist. Telegraph requisitions to the factories for the more popular opera numbers were numerous, as the urgent demand quickly depleted stocks which at any other season would be considered large. "Quick service" with talking machine jobbers should be the most prominent virtue of the establishment. The mere term "quick service" may or may not mean something, as what one jobber might call "quick" would be slow to another. In their efforts to render "wireless" service the Eastern Talking Machine Co., Victor and Edison jobbers, have made a hit with their telephone service books comprising 24 coupons, like this: Good for cents, the amount of toll charge on telephone order from Name Place Date This coupon to be used only in case of actual orders amounting to not less than 10 dollars and from points within the New England States. Eastern Talking Machine Co. The dealer makes his telephone call in the usual way and the telephone company bills him for the amount of the toll. At the close of the conversation the dealer fills out the coupon, sends it to the Eastern Co.. and the sum involved is placed to his credit. This is surely a unique idea and solves the "quick service" problem completely, particularly so with the smaller dealers, who will be able to clinch sales readily with this "Eastern assistance." The writer doesn't know whose brain created this new plan, but it reflects great credit on the originator for the promotion of good service and the general expansion of trade. S. J. Freeman, manager of the Victor department of the Eastern Talking Machine Co., commenting on trade conditions, said: "We find business very satisfactory, although at this season we expect and have a slight let-up. The Victor Talking Machine Co. have fallen off about .~>o per cent, in filling of record orders, due to the recent 'exchange,' but this inconvenience is gradually revolving for the better, and we hope shortly to receive prompt and complete filling of our orders. The record shortage is not the only bad phase of the situation, as the' home company are equally behind on machine deliveries, principally on Victrolas of both sizes." Mr. Freeman has been quoted as "manager of the retail department" *once or twice in the past, and he asks The World to announce that this is an error, as his "official title," so to speak, is "manager of the Victor department." Henry A. Winkelman, manager of the talking machine department of the Oliver Ditson Co.'s organization, reports the existence of a very excellent trade, without regard to season or conditions. He turns from this joyful expression of business brilliancy to lamentation over the delivery of Victrolas to the Ditson display rooms, saying it is impossible for them to fill anywhere near the orders already booked. "At present the Victrola delivery outlook is discouraging, although we are living in hope of receiving liberal shipments at any time," he added. The Oliver Ditson Co. spend a large sum of money in exploiting the merits of Victor talking machines, which has made and is maintaining a talking machine volume of business that is stupendous. Considerable space in their immense building is occupied by this department, embracing a number of reception rooms, record libraries and supply counters, and in all their publicity they emphasize the fact that a talking machine is a "wonderful musical instrument." So everything working together is responsible for the Ditson Co. transacting this immense talking machine business — one that is always in excess of their allotment of machines from the home company. "Our March business," said Arthur C. Erisman, manager of the New England branch of the Columbia Phonograph Co., "was the largest we have had for four years, and our sale of Columbia Grafonolas is responsible for this achievement in a large measure. On records I can say that the presence of the Boston Opera Co. promoted the sale of opera records. With our many exclusive artists' reproductions it was not difficult in totaling a large aggregate of business in this department." The "Library table" Columbia Grafonolas have rapidly leaped into prominence in New England circles, and in a number of cases the sale of one instrument has actuated the purchase of one. two or three more by as many friends of the first owner. A. C. Erisman, manager of the New England headquarters, is overrunning with enthusiasm on the sales possibilities of this machine, and were it not for inability of making deliveries the Grafonola would be given the general public advertising that its merit deserves. Little effort is now required to dispose of their New England quota, and Mr. Erisman hopes the obstacle of slow and small factory deliveries will soon be removed so they may begin a prominent campaign in this "two in one" (library table and talking machine) Grafonola. Constantino, the noted opera singer recently at the Boston Opera House, presented a Columbia Grafonola to the Massachusetts General Hospital, which is the source of a great deal of pleasure to the patients. The local offices of the Columbia Phonograph Co. received a splendid letter of recommendation from the officials of that hospitai, highly praising the Grafonola and suggesting its use by other institutions of that character. Extremes are attractions, as it's a common occurrence for a customer at the Columbia exhibition rooms to select a few of Gipsy Smith's records and also a few of Raymond Hitchcock's. Gipsy Smith is the noted singing evangelist and hip records are reproductions of religious work, while Raymond Hitchcock is one of the most widely-known comedians in the world, and his records are laughter producers of the highest horsepower. "Raymond's" appearance at the Tremont Theater the past few weeks has pro vcked a largely increased call for these records. To-night the Eastern Talking Machine Associates put on their big minstrel show, which is comprised of "home" talent. That this troupe is going to give a rattling good show is sure. S. H. Brown, chairman of the entertainment committee, deserves praise for his "director" efforts in making a company of "professional" minstrels. An important change will shortly occur in the Victor department of the Henry F. Miller & Sons Co. In the past and since the inauguration of this new line the Victor department has been in the basement of the Miller building. The enormous business of this branch is now too large for its quarters, and plans are being molded to use the required floor space on the first floor. So if everything materializes as at present outlined, Victor talking machines will have a home that for environment will be Al. The Henry F. Miller piano warerooms are classed to-day as the most spacious and magnificent in New England; costly paintings decorate the walls, and other handsome features of construction, electrical and furnishing, abound. It's mutual progress if the Miller Co. actually devote a generous amount of first floor to the Victor and it's sure recognition of the latter's worth as a profitable commercial proposition. Neison's Department Stores, embracing a chain of six large stores in Massachusetts, New Hampshire and Vermont, have added a complete stock of Columbia goods at each store. They have met with splendid success for so short a period of time and are greatly pleased with the Columbia line. "Never before, never again, first time, last time, 75c. disc records at 19c, 6 for $1," so advertises the Henry Siegel Co., and they had a rush of business that was tremendous. This company claim to have purchased 300,000 at one time, which is the reason for the low price. The name of the record was not advertised. C. B. Thompson, manager of the talking machine department, attests a remarkable business in Columbia products, and says they sell considerable of the massive $200 styles. THE "ICY-HOT" BOTTLE. A very important line that is being developed by the talking machine dealers is the vacuum bottle for keeping liquids hot or cold, according to how they are put into the bottle. The "Icy-Hot" Bottle made by the Icy-Hot Bottle Co., 207 Longworth street, Cincinnati, O., is recognized as the best heat and cold retaining bottle made. It is well made, very efficient, and is handsome in appearance. Besides, it yields a very liberal profit. One of the features that makes the "Icy-Hot" Bottle a good seller is that, the inner glass vacuum bottle can be instantly removed from its outer metal casing, making it possible for the user to repair his own bottle in case of accidental breakage. From a sanitary standpoint this is a very desirable feature, for the inner bottle can be removed for sterilizing. The makers of the "Icy-Hot" have overcome a serious fault which is frequently found in bottles of this class. The "Icy-Hot" is so constructed that it is impossible for the contents to come in contact with the metal part when pouring out. The contents touch only glass, just as in an ordinary bottle. For the convenience of the dealer the manufacturers have made up a number of assortments suitable for any size town, so that a dealer in a small town can, in comparison, make as good a display as one in a large city. Prices, terms and other information will be cheerfully given by the makers on request. Patented in United States and Germany. New Victor distributers are the Elmira (N. Y.) Arms Co: and the Knovxille (Tenn.) Phonograph & Typewriter Co.