The talking machine world (Jan-Dec 1910)

THE TALKING MACHINE WORLD. TRADE ON THE PACIFIC COAST. November Business Most Satisfying to Talking Machine Dealers — Holiday Buying Commences Early — New Models of Machines Prove Popular — New Stores Covering Outside Trade Thoroughly — Wholesale Houses Rushed with Business — Wisdom of Placing Factory Orders Early — Advertising Increases Sales — Sherman, Clay & Co.'s Excellent Report— L. F. Geissler a Visitor — Babson Bros., of Chicago, Enter Local Field — Open Retail Store and Will do Mail Order Business — What the Various Houses Are Doing. (Special to The Talking Machine World.) San Francisco, Cal., Dec. 1, 1910. Whatever was lacking in the local retail trade for the month of October has been fully compensated for by the November business. Holiday shopping has commenced unusually early this season, and a steady improvement has been noted throughout the month, the volume of sales since Thanksgiving being exceptionally large. Money seemed to be scarce during the summer and early fall, but at present people are spending freely, and if December keeps on as November has ended the season will be one of the best ever experienced in this city. All the dealers have for some time past been placing their strongest efforts behind the higher priced machines and records, and this work has been rewarded by an enormous demand, so that in some lines it is not always easy to get sufficient stock. The business in lower priced lines, however, keeps fully up to former records, and there is no doubt that this class of goods will continue to find a ready market. In the way of machines, the greatest promise seems to lie in the new' models of high class articles, designed to sell at a little less than the earlier models of really expensive machines, which are reaching a class of trade which formerly purchased medium-priced goods. The outside trade is now settling down for the last stretch of the season. During the early fall many new stores and agencies have been opened all over the State, and the territory is probably covered more thoroughly and efficiently for all the leading makes of talking machine goods than ever before. Some of the most promising stores are in places not well developed in the past, and in such localities new goods are a' great attraction. The dealers are well supplied with stock at present, and arrangements for handling the remainder of the year's business are about complete. All reports from outside indicate a highly satisfactory condition, with excellent prospects for the holidays. The local wholesale houses report an enormous demand, more stock having been delivered than ever before for November, but stocks are in good condition and there will be no difficulty in filling all late orders that come in. Owing to the extent to which both retailers and jobbers placed their orders early, this has been an unusually satisfactory jobbing season from every point of view, and the demonstrated wisdom of anticipating requirements as far as possible will doubtless have a marked effect on methods followed in future. There is, of course, a possibility that the wholesale movement this month may drop off, but this is not now considered likely. The only ground of complaint with the jobbers is their inability to get adequate, and in some cases any, supplies of new lines which had been anxiously awaited. This is a serious disappointment, and will probably delay some business, which would otherwise have come out before Christmas. A feature of this year's work in the Victor line has been the effect produced by the literature of the Victor Co. urging its dealers throughout the country to order in advance. This suggestion has been generally adopted in California, and is largely responsible, according to Andrew G. McCarthy, of Sherman, Clay & Co., for the fact that their wholesale business last month showed a gain of 75 per cent, over the same period of 1909. Mr. McCarthy also reports an increase of over 30 per cent, in the retail trade of the home store, and altogether the best month this house has ever had, exceeding even the Christmas trade of former years. He says it has been necessary to place a number of extra wagons in constant service to take care of the deliveries. Mr. McCarthy anticipates a big increase in the retail end this month, and believes the wholesale movement will be fully maintained. Only one shipment of the new Victrolas has been received, and no more will be obtainable before the first of the year, the single shipment being entirely insufficient to fill the orders taken. All other Victor goods, however, are coming through in good shape and will be in ample supply at all times. L. F. Geissler, general manager of the Victor Talking Machine Co., spent a couple of weeks in and around San Francisco early in November, calling on all the dealers, both large and small. He took pains to emphasize the company's advice to buy early. Mr. Geissler found time to spend a few days at his favorite diversion of duck hunting on the Suisun marshes, and also to attend the intercollegiate football game, in which his nephew from Los Angeles took a prominent part. Until Thanksgiving Mr. Geissler remained with the trade in southern California. The most important development in the trade for a long time is the entrance of Babson Bros., of Chicago, into this field. This firm have made arrangements to occupy a ground floor store in the Mechanics' Institute building, 65 Post street, within a week or two, and will conduct a retail store there, making the location its center of distribution for the mail order business all over the State. The company have been unable to gain much headway in this field in the past, owing to the fact that the express charges took up most of the profits, but it has now determined to follow an aggressive policy here. Just what effect this will have on the outside dealers handling Edison goods remains to be seen, but it is believed that the new house will for the most part reach a new class of trade. Mr. Scott, of the local branch of the Columbia Phonograph Co., has been laid up all month by a badly sprained ankle, but is now putting in full time at the office again. Mr. Cyrus, who recently 7 took over the territory formerly covered by Mr. Storms, is now in the San Joaquin valley, and reports that conditions throughout central California are very promising for the winter season. Mr. Scott reports an extremely heavy demand for the new $50 Grafonola Favorite. The Pacific Phonograph Co. have had a great rush in the delivery of goods for the last few weeks, but has been able to keep the stock in good shape, and Mr. Pommer is greatly pleased over his success in anticipating the wants of the trade. J. E. McCracken, the outside man, has just completed a trip as far South as San Diego, establishing several new dealers along the line. Mr. Pommer says he has been unable to get the Music Master horns and some of the new Edison machines in time for the holiday trade. C. M. Jones, who was formerly prominently connected with the Pacific Phonograph Co., severed his connection with that firm without warning about a month ago, and is in the Southwest. Peter Bacigalupi & Sons have had a number of alterations made in their new second floor store, which is now fully as attractive as the old ground floor quarters. A large sign has been added, and Mr. Bacigalupi finds that the talking machine end of his business is keeping up about as well as ever. The shopping and theater district is turning more and more toward that part of town, and the outlook for steady development is considered excellent. NO PLACE FOE A QUITTER. John Wanamaker, the great retail merchant, on one occasion said : "If there is one thing on earth that a quitter should leave alone, it is advertising. To make a success of it one must be prepared to stick to it, lake a barnacle on a ship's bottom. Advertising doesn't jerk; it pulls. It begins very gently at first, but the pull is steady. "It is likened to a team pulling a heavy load. A thousand spasmodic, jerky pulls, will not budge that load, while one-half the power in steady effort will start it and keep it moving." Won't You Have a Lesson in Spanish? It's so easy to learn by the I. C. S. system — and a knowledge of Spanish is so useful nowadays. The I. C. S. system of language instruction by means of the phonograph makes easy the mastering of a foreign language, and appeals with compelling power to thousands. The dealer in phonographs who does not carry I. C. S. Language Outfits is neglecting a quick and sure way to increase his business. The new $35 Language Outfit of the I. C. S. is a marvel. It represents the highest art in the teaching of languages, and embodies a method that has won the warmest praise of thousands qualified to speak authoritatively. The Spanish, French, and German Embassies at Washington, as well as the leading colleges, have cordially indorsed the I. C. S. method of teaching languages. The I. C. S. Language Outfit consists of an Edison Gem Phonograph made especially for language work; small horn; headband hearing tube; oil can; and 25 Conversational Records teaching pronunciation guaranteed to be absolutely correct, with native intonation and inflection. In addition to these Conversational Records there are pamphlet Instruction Papers teaching the theory of the languages. The new Outfit is at one and the same time the best and cheapest ever offered — the price being only $35. If you want to increase your business, write to-day for full particulars. International Correspondence Schools Box 918, Scranton, Pa