The talking machine world (Jan-Dec 1910)

10 THE TALKING MACHINE WORLD. ^TALKING ^ sellers tf tmBOnS" macl/hus COWARD LYMAN BILL. Editor and Proprietor J. B. SPILLANE. Managing Editor. Trade Representatives: Geo. B. Killer, W. T. Dykes, L. E. Bowers, B. Brittain Wilson, A. J. Nicklih, August J. Timpe, It. W. Simmons. Boston Office : Glad. W. Henderson, 180 Tremont St. Chicago Office: E. P. Van Harlingen, 156 Wabash Ave. Philadelphia : Minneapolis aod St. Paul : R. W. Kaoffman. Adolf Editeh. St. Louis : San Francisco: Chai. N. Van Buren. S. H. Gray, 88 First St Cleveland: G. F. Prescott. Cincinnati: Jacob W. Walter. London, England. Office: 69 Basinghall St. E. C. W. Lionel Sturdy. Manager. Publisked the 15th of every month at I Madison Ave. N.Y. SUBSCRIPTION (including postage), United States, Mexico, One Dollar per year; all other countries, $1.26. England and her colonies, five shillings. ADVERTISEMENTS, $2.00 per inch, single column, per insertion. On quarterly or yearly contracts a special discount is allowed. Advertising Pages, $00.00; special position, $75.00. REMITTANCES, should be made payable to Edward Lyman Bill by check or Post Office Order. Ef?IMPORT ANT.— Advertisements or changes should reach this office by the first of each month. Advertisements arriving too late for insertion in the current issue will, in the absence of instructions, be inserted in the succeeding issue. Long Distance Telephones— Numbers 4677 and 4678 Gramercy. Cable Address: "Elbill." New York. NEW YORK, AUGUST 15, 1910. TRADE in the talking machine industry has been rather quiet during the past month, but reports from some localities indicate fair activity in the sales department. It is certain that the dealers who have adopted progressive methods in their business affairs have profited correspondingly. It is the day when business in all lines must be conducted according to up-to-date rules, else good opportunities will be lost. We know of concerns whose record is not up to that of a year ago, and the fault lies wholly in the lack of individual effort rather than poor business conditions. Effort is necessary to win success in all lines, and there is no use of anyone holding back. There are plenty of business problems confronting us all the time, and the man who puts up the plea that he does business a certain way and sees no reason why he should modify or change his plans is usually the one who is slipping backward all the time. He keeps on going for a while and usually insists that he is doing a fair business. He knows in his heart, however, that something is wrong, but he still adheres to old-fashioned methods in the conduct of his business and will not take up new and progressive ideas. IF we cannot make up our minds to do tilings as the interests of to-day demand, and shape our methods according to the particular requirements of the present, we will sooner or later find that we are being left in the race for business. The man who goes to bed with a clear conscience considers that he has fixed his business properly for the problems which he has contended with during the day, but he wake^ up the next morning with some new series or sets of troubles confronting him that demand other treatment. Ignoring or passing them over will not rid his business of the annoyances, and because he did not have them to contend with a few years ago, he fools himself in an expensive way if he attempts to let them go unnoticed and therefore unconquered. It does not make any difference how we did business some other day. Certain methods may have been all right twenty years ago, but they may not fit harmoniously into our present system. The man who is up-to-date is constantly changing his methods to conform with the changing times, and to claim that the old methods are all right now is just as reasonable as-to claim that the talking machine of years ago was good enough for to-day. The inventive mind realized that it was not, and there has been no halting in the development of the talking machine. It is moving on steadily, ever advancing, and the business methods of the men who display special products at retail should conform with the progressiveness evidenced in the development of the specialized product in which they are directly interested. THE leading magazines in the summer contain the advertisements of the great talking machine companies, and it is this persistent advertising in season and out which has caused the product to be in demand. We have taken occasion to carry on our investigations referred to in last month's World in a most exhaustive manner, and we have found that in the larger cities during the summer there has been a greater demand for the high-priced talking machines than for musical products of any other nature. Now, this should be encouraging to the dealers generally to go ahead and push their product with zeal. There is plenty of good, undeveloped territory closely adjacent to every talking machine establishment in this country. All it needs is systematic working. A DEALER has asked us to say something about advertising. We should say, every advertisement should be written so that the writer always has in mind holding the confidence of the public. To create confidence is just as much the function of advertising as to sell goods. Now, the greater the public confidence in the merchandise offered, the more business will come to the dealer. Statements made in advertisements, while not lacking in force, should, nevertheless, be conservative to the extent of being readily backed up by the advertisers. To create the impression that you are giving something for nothing makes the readers wonder whether you are a very poor business man or a plain, every-day liar and in either case they are not over-anxious to trust you. It is steady hammering that makes an impression in advertising. If. the first advertisement does not bring expected results keep at it and force the public to read about what you have to offer. THOUSANDS of successful moneymaking concerns owe their advance entirely to intelligent, persistent advertising, but there is yet to be heard of one who won success from a single advertisement. A single drop of water falling on a stone spatters off and leaves no impression, but constant dripping on the same stone will eventually wear a hole in the solid granite. Then, again, in advertising, talk something besides prices. Explain the wonderful powers of talking machines. Show them up in an interesting way. In the talking machine business the price question should be cut out. People always looking for bargains that can only be secured by means of sales will not form a permanent foundation for any business. When exploiting the excellent quality of your product emphasize some of its interesting features — some of its entertaining possibilities, and many people who do not know the marvelous powers of the talking machine may have their interest aroused to the extent of visiting your warerooms. DEALERS are not concentrating attention as they should -in an effort to have talking machines, particularly the larger instruments, used in the public parks and other resorts in their towns or cities. This is the best kind of advertising for the talking machine business. The use of high class records and high class machines does more to educate the "doubting Thomases" than any other possible means that we can conceive of. If people are compelled to hear them in. the public parks they cannot fail to admit that the talking machine of to-day is an instrument that compels consideration and the highest praise and admiration. In Great Britain the talking machine is being used in public parks with splendid results. It takes the place of the regular band concerts on certain nights of the week. Why not make an effort to inaugurate some such plan of publicity in your locality? THE export trade in talking machines and supplies continues to be of the most gratifying nature. In another part of this issue will be found the figures for the month of June and the preceding eleven months The total exports for 1910 amounted to $3,841,511, as compared with $2,852,429 for the same period in 1909. This demonstrates in a very pleasing manner that American products in the domain of talking machines and accessories are liked abroad. As a matter of fact the exports of talking machines for the past twelve months were three times as great as the exports of pianos, player-pianos, organs and musical merchaniise of all kinds. This is most significant. It tells in a convincing way that this is no petty industry of which we are a part.