The talking machine world (Jan-Dec 1910)

THE TALKING MACHINE WORLD. 17 69 BASI NGH ALL STREET, LONDON, E. C, W. LIONEL STURDY, MANAGER. TRADE HAPPENINGS IN LONDON. Volume of Talking Machine Business Exceeding Expectations — Preparations for a Very Lively Holiday Trade — Delay in Supplying New Models and the Prevalence of Price-Cutting Only Clouds in the Horizon — Opportunities for Extending the Export Trade in Talking Machines and Records — Regarding Tournaphone Prices — Success of the "Flex" Diaphragm — Wireless Magic — Aids for the Dealer — A New Edison Reproducer — A Live Selling Scheme — Van Allen Shields on Copyright Question — Reviews of Latest Record Lists — The Cinematograph in Science — Columbia Special Christmas Records — Possibilities of the Amberola — Klingsor Records Popular — First Disc Record Factory in Russia— What Is Exploited in the New Catalogs — Phonographs at the Business Exhibition — Better American Mail Service — Gramophone Company Will Not Appeal Decision — The Month's News. (Special to The Talking Machine World.) London, Eng., Nov. 9, 1910. "Quite beyond our expectations" is the verdict pronounced by all engaged in the manufacture or the selling of talking machine goods. Even the dealers have nothing but satisfaction to express, for the public now seem only in their glory when buying records, or maybe a new machine. And from now onward trade will steadily increase until it reaches the zenith of its greatness — during the few weeks prior to Christmas. Seasonable lists of titles are already in the hands of traders and preparations generally are well advanced to cope with the expected volume of business, which many assert will this season outrival the boom year of 1906. The delay in issuing to dealers the new machine models, however, has been the cause of some little annoyance, through the actions of a few of the manufacturers advertising to the public before dealers have had a chance to stock up on the new models. The reason is transparent enough. But how can the dealers be expected to shift the old models in stock, when they are handicapped by inquiries for the very latest — advertised prematurely by the makers? There's bound to be a fly in the ointment somewhere. And in this regard a disturbing factor of the otherwise bright situation is the prevalence of price-cutters. They are to be found in almost every trading center, and particularly in London ; 9d., 10d., one can even buy a disc record for C^d., and where, is told in the large advertisement space taken by some of the great London stores in newspapers, magazines, etc. But they are not by any means the worst delinquents. The most glaring example of price cutting within recent years emanates from a certain firm located near Cheapside, London. They advertise records at half price, and even conduct a special house organ which may be bought from the guttermen for twopence. I have no knowledge of how many are sold, but my attention was recently directed to an issue wherein a dealer's stock of records of several well-known makes is offered to the public at — in some instances — less than dealer's prices. And being a dealer's stock, the records cannot be considered as second-hand ! Machines, too, may be had at about half the selling price, and many are said to be perfectly new. Cannot the manufacturers do something to stop this growing evil? At the present time industrial conditions throughout the country seem to be fairly peaceful, there is a better feeling of security, and talking machine business generally is in a state of greater stability than has been the case for some months past. Anent Promotion of Foreign Trade. The amount of export trade we must consider to be tolerably good, all things considered. Nevertheless, proportionate to the progress of Continental concerns, our manufacturers are very much behindhand. Official assistance in the promotion of' British trade with our colonies and foreign countries is by no means lacking in thoroughness, as is manifest by the many consular reports of information regarding local conditions and requirements of trading; and this apart from our own humble endeavors in that respect. Yet there are not wanting signs of apathy on the part of our manufacturers, who, either deliberately or o.hervvise, fail to grasp and study sensible and reasonable advice from the man on the spot. With few exceptions no particular, let alone special, attempt is made to meet the very natural demands of colonial and foreign traders in the way of submitting the designs and construction of machines likely to meet the taste, climatic and other conditions of the various countries. In these days of keen competition, surely it is reasonable to expect manufacturers to study the demands of oversea buyers, and go out of their way, if necessary, so to do. Expectation and practice in this case, though, are indeed very wide apart. It should net be so. Another, and perhaps the most important feature, of our but slowly progressive export trade is the total disregard of all advantageous opportunities to get into touch with foreign markets. How many of our manufacturers make use of such mediums as governmental trade commissioners, consulates, and the inquiry bureaus established in various parts of the world? Very few. Customs duties, regulations, trading conditions, competition and a mine of other information of great interest to all talking machine merchants can be obtained for the asking from the Board of Trade, Commercial Inquiry Branch, located in Basinghall street, London, E. C. Export business can be done safely and on advantageous terms if due care is exercised and a careful regard paid to the correct compilation of publicity literature printed in foreign languages. These points are reiterated in almost every consular report which reaches this country. The British manufacturers seem quite incapable of appreciating this valuable advice. One of the first essentials in cultivating foreign trade is to offer a man something that he can read or understand. On that ground alone much trade is lost, and until we wake up and act upon these facts, so surely will the cream of the business remain in the hands of our enterprising friends over the water, who, it must be admitted, regard the studying of foreign local conditions as an elementary step to success. The Board of Trade will direct and advise traders of commercial opportunities in our colonies, and can provide information respecting the trading regulations and conditions in foreign countries. In addition to other representatives located in various parts of the world, the following trade commissioners were appointed some time ago : Canada, Richard Grigg, 120 Board of Trade building, Montreal ; Australia, C. Hamilton Wickes, Equitable building, Melbourne; New Zealand, G. H. F. Rolleston, P. O. Box 369, Wellington; South Africa, R. Sothern Holland, P. O. Box 1346, Cape Town. The consul at Buenos Ayres points out that the retail trade there is almost entirely in the hands of foreigners, and among the nationalities represented the British are conspicuous by their small number. It is said that twenty-five years ago both the import and retail trades were in the hands of the British. Apparently, however, the number of British retailers has not grown with the increase of business. "Tournaphone" Disc Machine Prices. On the last day, when all the printer-compositors of this world come up for judgment, what a lot they will have to answer for! Their misinterpretation of advertisement copy is often more amusing than serious, but of the correction which I have to make this much may be said without fear, I hope, of wounding their very natural feelings, that under pressure of work they do strange things. And having made that very transparent excuse, I will endeavor, with their assistance, to point out the error of their ways. In the advertisement on page 21 of our last issue the prices of Messrs. Murdoch's series of "Tournaphone" disc machines were given as from ll/9d. to 12/12d. retail. The omission of this sign (/) after the last 12 was no doubt very obvious to our intelligent readers, but as this journal circulates to the uttermost parts of the world, to lands of strange tongue, where perhaps European signs and figures are not read without some little difficulty, let me give the correct reading of the "Tournaphone" price, i. e., ll/9d. to £12 12/. And having absorbed that, the next best thing dealers can do is to write Messrs. Murdoch foi COLONIAL RECORD Wherever English is spoken the Colonial Record must be the leading seller. It contains on each side, only the most popular leading titles selling all the time in England. All rubbish is eliminated — you have no waste stock. Your Customers will buy every one. 69 numbers (138 titles) for complete set up to Xmas, 1910. Sample Order by Express Service. CULLUM & BEST SOLE SHIPPERS 91, FINSBURY PAVEMENT LONDON, E. C. Cables: "Ritardando, London," A. B. C. Code.