The talking machine world (Jan-Dec 1910)

10 THE TALKING MACHINE WORLD. maXsrj/v filers of taBOny -TALKING ^ MACHINE^ WQRLD EDWARD LYMAN BILL. Editor and Proprietor J. B. SPILL ANE. Managing Editor. Trade Representative*: Geo. B. Keller, W. T. Dykei, L. E. Bowers, B. Brittain Wilson, A. J. Nicexin, August J. timpb, R. W. Simmons. Boston Office : Glad W. Henderson, 178 Tremont St. Chicago Office : E. P. Van Harlingen, 156 Wabash Ave. Philadelphia : Minneapolis and St. Paul : R. W. Kaufpman. Adol» Edsten. St. Louis: San Francisco; Chas. N. Van Buren. S. H. Gray, 88 First St Cleveland: G. F. Prescott. Cincinnati: Jacob W. Walter. London, England, Office: «9 Basinghall St, E. C. W. Lionel Sturdy, Manager. Published the 15th of every month at 1 Madison Ave. N.Y. SUBSCRIPTION (including postage). United States, Mexico, One Dollar per year; all other countries, $1.25. 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. ^"IMPORTANT.— 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, NOVEMBER 15, 1910. THE demand for high-priced talking machines is growing all the time. In fact, the demand exceeds the physical ability of the manufacturers to supply the stock. While it is not pleasing to the manufacturers to keep the trade waiting for stock, yet it is well known that warning was given early in the year that there was bound to be a shortage of goods for the holiday trade unless orders were placed sufficiently far ahead so that preparations could be made to take care of the trade. Jobbers recollect well the condition which existed last year, and naturally the experience was a costly one, for no one enjoys witnessing a loss of trade and profit, which might come to them provided they had stock on hand. Some of them are bound to be confronted by unpleasant conditions regarding the supply of stock again this year. It is certain that some jobbers must give evidence of greater confidence in the business than they have in the past. Even if a man has to borrow money and pay good round interest he will be still ahead .if he is piling up a stock of machines for which there will be a demand later on in the season. He cannot make money any faster or any easier, and confidence is the one thing which is necessary in trade to win out. VERYWHERE the value of system beI comes more and more apparent. The owner of one of the largest and most complex of enterprises arranges his day's work on a schedule as exact as a railway time-table. In no other way could he keep in touch with the manifold details of his great enterprise— take care of the day's raw material for a dozen plants in half as many markets — direct an organization of thousands — sell and deliver his products for the world's market as well as supervise the whole tremendous fabric. It will be readily seen that such a business must be systematized and each department thereby have its hour and quarter hour of the daily program when big problems are to be considered. Of course, the schedule may be flexible, yet system, exactness and thoroughness are factors which are inseparable for the success of a great enterprise. Men understand that thoroughly. NEW ideas, provided they are good ones, are desirable in all lines of trade and originality counts for something, and one of the cleverest plans for the exploitation of a special product which we have known in recent years is that originated by the National Phonograph Co., which is colloquially termed the "The Edison Wagon Plan." It is interesting to note how this new campaign for the selling of phonographs has captured the country. So great a hold has this plan taken on the trade that the producing corporation has been unable to supply the wagons as rapidly as desired and several large dealers remarked to us that it has given their trade an impetus such as it has not had for years. This plan has pumped life into the business such as it enjoyed in the halcyon days of old. It is surprising to find the number of people in rural communities who do not know of the entertaining powers of the phonograph, and when it is presented to them in such a forceful and interesting way as it is by the wagon campaign, it is easy to make sales. Men are fascinated over the plan and the surface is only scratched. It is going to help out the business very materially and everything looks good all around. And, so it goes. The value of an idea ! The phonograph business has been quiet. There is no disputing that and this new wagon campaign has given it an impetus which is appreciated by every Edison man in the country. WE are doing to-day a splendid export business in talking machines. In fact, it is surprising to see when we study the different trades how the talking machine export trade has grown. Compared with an old industry like piano making it seems almost ridiculous to say that the export trade in talking machine compares in dollars and cents with that of pianos, which, of course, is old established and America to-day is the greatest producing country in the piano line, and yet we are sending more talking machines to foreign countries in dollar values than we are pianos. Speaking of export trade a representative of one of the large export houses remarked recently : "American manufacturers are reaching more and more after the export trade. They are better equipped and have a better understanding of the essential conditions for competing in the foreign field, having gained more experience in the export line than they had a few years ago, when many even of the larger houses did not know how to set about meeting foreign rivals. Many manufacturers, satisfied with the great home markets, were reluctant to compete and did not do so because they were not pressed in certain lines. But now there is a greater desire to enter the foreign trade as an alternative to the fluctuations of the home trade. This is not merely to get rid of surplus production — but it arises from the necessity of a legitimate foreign trade based on the merits of American skill and ingenuity in manufactures." THE catalog houses are far and away the best advertisers on deck to-day. Why? Take their book and read. You will find a description that describes ; a picture that shows "how the thing looks"; a price that tells how much it costs. That is the sum and substance of their advertising— and it gets the business. The local newspaper is the best advertising medium on earth for the local merchant — if he will only use it. He is on the ground. He has the goods. If he is out of an article he can get it quicker than the customer — if he can't, he had better try another house. He stands behind his goods. He is there to-morrow to rectify the error of to-day. But he must get the attention of the buyer — and he must get that attention before the catalog man does. The most effective way is through the columns of the local newspaper. GOODS and prices are not all that go to make up a successful business. People nowadays like to trade at a store that is up-to-date in business methods; one that has a system of arranging and displaying goods artistically; a store that has a reputation for being strictly honest and honorable in all its dealings, and a store whose reputation and character stand for something more than dollars and cents. MAKE every customer that comes into your store feel that his presence, as well as the business that he does with you, is necessary to your success. Enthuse him with cheerfuness and bright prospects for the future, and at all times see that he receives attention and courteous treatment. Gain his confidence and never betray it. Remember that it is the man behind the gun and not the gun that wins the battle. PERSONALITY is the greatest asset that any retail business man can have. He may have the goods, the price, the location, but he must have the personal magnetism in order to have business success. Every man stands for something in his own business, and represents ideas of his own. You will find upon investigation that the heads of our largest financial institutions are men of wonderful personality, who have injected this personality into their business until it is felt in every department.