The talking machine world (Jan-Dec 1910)

26 THE TALKING MACHINE WORLD. THE SALE OF RECORDS. The Victor Talking Machine Co. Urge on Dealers the Advisability of Caring for and Pushing the Sale of Records. Regarding the sale of records, the Victor Talking Machine Co., Camden, N. J., say : "You must impress on purchasers the importance of properly caring for their records. Bear in mind that the customer who takes good care of his records, and files and indexes them so that he can play any selection almost on the instant, whenever in the mood, is going to buy more than the Victor owner who keeps them in bunches en the table, chairs and window sills, where he must look through the whole lot to find the record he wants to hear. They will do this a few times, and a very few times only. Remember that if a customer files and indexes his records he places his hand right on the selection to be played at once without handling the others, but if he has a collection of, say, fifty or more records and handles them all every time he wants to hear one, he not only damages them through constant handling and rubbing, but is often impressed with the amount of money he has invested in a lot of records he has tired of an. j don't want to hear. If he has them filed, he only thinks of the record he wants to hear — not of the dead ones. . "The real Victor dealers, those who are making the real big successes, go after the record business iust as though their very existence depended on increasing their record sales each succeeding month. And why shouldn't they increase each month ? Every Victor sold means new record buyers, and these live dealers don't allow any owner to lose his interest in the Victor through any neglect' on their part. They realize the im portance of selling them new records and never ie| up their educational work on a single customer. "Remember that when you sell a Victor, in a majority of cases, it goes into a home where little is known and less understood of music. This should impress on you the fact that you are a most important part of a great work — the education of a great people to the real and true love of music, and you cater to their taste with the greatest musical instrument on earth, with the most extensive repertoire in existence and a galaxy of talent unequaled in any musical center under the sun.". THE TRUTH ALWAYS TRIUMPHS. Truth is something that no one can get around, over, under, back or on top of. It has neither height, breadth nor thickness, it is universal. That man is ahead in business who has but one price, and that a fair one, one story, and that a truthful one. He does not have to keep awake nights worrying about the outcome, nor try to remember the lie he told one fellow so as to be able to tell some other fellow the same lie, or tax his wits to keep the first man from comparing stories with the second. He Saves his time and his customer's time, and he isn't afraid when called upon' 'to prove up. "MONEY TALKS." Money talks, so stop yer playin' ; Better find out what he's sayin' ! It may be yer time and chance, If he gingles, rise and dance! Dance yer best the long night through'; Money pays the fiddler, too. INSURE YOUR HOLIUAY PROFIT YOU CARRY FIRE INSURANCE— DON'T YOU? ♦I Most people do, and yet they don't expect or want a fire. HOLIDAY BUSINESS IS A CERTAINTY. <I Are you INSURED against losing GOOD PROFIT through not being able to GET THE GOODS your customers want during the holidays. ARE YOUR EGGS ALL IN ONE BASKET? <I The "basket" represents your jobber, the "eggs" your orders. Will the "basket" stand the strain of Holiday requirements? If not, who suffers? YOU MAY NEED TWO POLICIES. tj That will depend on "past performances" and the reputation of the "basket" to meet such requirements. NOW TO THE POINT. THESE ARE FACTS. C| You cannot place "additional insurance after the fire has started and collect your Insurance." Can you expect to call on an extra jobber AT THE LAST MINUTE and be sure of getting the goods. INSURE WITH BLACKMAN NOW AND BE PROTECTED (J We cannot recall a single case where a " Blackman dealer" lost a "real sale last year, because we could not deliver the goods. When we say a " regular dealer" that doesn't mean the fellow who came to us at the last moment after FAILING to get the goods from his "regular jobber." BE A "REGULAR BLACKMAN DEALER" NOW. «I That means we will PREPARE FOR YOU, as we do for "OUR DEALERS." Call oh us at the last minute, if necessary, and we will do the best we can, but the "Blackman policy" is to recognize the obligation to fill the requirements of regular dealers first. We call this "fair dealing" and it is appreciated by our dealers. NOW IS THE TIME TO TAKE OUT THAT POLICY. *I Start giving, at least a share of your business, to Blackman and you will feel easy about your Holiday profits. THE PLACE TO GET THE GOODS — E DISON AND VICTOR TALKING Machine Co. 97 Chambers St. New York $50 FOR A HORNLESS COLUMBIA! Rock-Bottom List Price Established on a New Columbia Grafonola — The "Favorite." The evolution of the talking machine toward the enclosed type is one of the most interesting features of the industry. The Columbia Phonograph Co. has just announced a new Grafonola, the "Favorite," at $50 list. The Columbia Phonograph Co. state that the demand for Grafonolas not only at $200, but at the lower prices, has, been so 'increasingly large that it is very clear that a great many people who have never owned or cared to own a horn machine are only too ready to pay $50 for an enclosed horn machine of such quality as this new Grafonola "Favorite." ' The substance of the Columbia Co.'s statement to the representative of The World is as follows: "In order to establish beyond question our pres . THE .GRAFONOLA FAVORITE. ent admitted lead in the introduction of hornless machines to the music loving public of the United States, we decided to design and construct an instrument that could be sold for $50 at retail with profit, and yet embody every possible attractiveness of design and perfection of reproduction. "This is only following out the merchandising policy of the Columbia Phonograph Co. which has already proven so effective in the marketing of such an absolute novelty as the combination library table and Grafonola in the form of the 'Regent' and in the recognition of the certainty of a demand for a Grafonola of 'grade' and quality at $150 in the form of the 'Mignon' and in the production of the first hornless machine at $100 in the form of the 'Elite,' which has recently been so greatly improved. "We .have a much broader purpose than being merely' first in the field with a $50. hornless machine— although, this in itself is reason enough. In this Grafonola 'Favorite' at $50 we have set "an entirely new valuation on musical instruments. The tendency is unmistakably more and .more toward the hornless machine, in spite of the fact that for years there will undoubtedly be an enormous market for the regular horn graphophones. Our purpose is not only to establish beforehand the first hornless machine of any sort to be offered at $50, but to place on the market the best possible hornless machine that can ever, as far as it is possible to see now, be constructed and sold for $50. "At a considerably higher price this Grafonola 'Favorite', would have been an unquestionable winTner. At $50 it is bound to make a clean sweep. It is a beautifully designed instrument, and a wonder in its tone capacity. It has a polished quartered oak cabinet, 13 inches high, 18% inches wide .and 18% inches from front to back. It has the Columbia universal 3-spring motor and a 12-inch turntable." '» v A GREAT LINE OE STORES. The Aeolian Co., New York, have not only Victor talking . machine departments in their branch' houses in Chicago, Cincinnati, Indianapolis, Day-.' ton and Fort Wayne, but also in Middletown, O., and Huntington, W. Va. Max Landay, of Landay Bros., 400 Fifth avenue, .New York, said this week that while the patronage of dukes was always welcome, he was now about to secure an order for Victor goods from a prince, now sojourning in the city.