The talking machine world (Jan-Dec 1912)

THE TALKING MACHINE WORLD. 23 The idea of an "understudy" for Mary Garden would spoil the whole program. Also a Mary Garden r©o@rei has no substitute. Colombia Phonograph Co., Gen'l, Tribune Building, New York that they flashed here and there, adding greatly to the general attractiveness of the display. Harry Levy, of the Aeolian Co., celebrated the new year by starting on a successful business trip to Danville, Peoria, Chicago and Indianapolis. John J. Gaffner, of St. Jacobs, 111., an Edison dealer, was a recent caller at the Silverstone Talking Machine Co. HOLIDAY TRADE BROKE RECORDS In Cincinnati According to the Reports of the Leading Dealers — High Priced Columbia Grafonolas Favorites — Arnold's Big Edison Trade — Victrolas Favorites at Aeolian Co. (Special to The Talking Machine World.) Cincinnati, O., Jan. 8, 1912. The trade's reports of last year's operations, particularly during the holiday season, are very gratifying, and the dealers all look forward to L 9 1'2 in a somewhat optimistic manner. The Christmas sales in most instances exceeded the records for December, 1910, and those firms who were' off in the year's aggregate, now point with pride to the total of the twelve months. R. J. Whelen, manager of the Columbia Phonograph Co., advises that December business broke all previous records in the history of Cincinnati store, this gain running up into many thousands of dollars. He states: "While we had prepared our stock for the largest trade we had ever had, we did not fully anticipate the great rush of business that came, and were caught without certain types of Grafonolas, graphophones and double disc recoids, but by being considerate and with the co-operation of our customers, not one of our patrons were disappointed, and every one of them were made happy Christm-iS morning with their 'Columbia.' In some case? we had to send other types of instruments, biu this was all by special consent of the customer, and they were promptly replaced after Christmas. The Grafonolas we had the greatest demand for were the $150 Nonpareil, the $200 De Luxe (new style), the $125 Mignon, the $100 Baby Regent and the $50 Favorite. "On Friday before Christmas we were all made happy by the receipt of an express shipment containing Olive Fremstad's latest well known selection, "Stille Nacht.'Heilige Nacht," No. 30708, which is undoubtedly one of the most beautiful records that has ever been offered to the public, and every one hearing it has been enthusiastic over its beauties. We all went home the Saturday night before Christmas tired but happy, ready to enjoy our Christmas turkey. The demand this December was for the higher grade Grafonolas and Symphony records, and the large number of sales on these high grade goods was very gratifying. The wholesale trade, as well as the retail, was wonderful, and we enjoyed the visits of many of our dealers throughout the territory who came in personally to select their last minute stock of Christmas goods. We enjoyed the visit of Ben Feinberg, from our New York office, early in December, and we are expecting him to return 'this month to close up some large deals which he has pending in true 'Feinberg style.' The year 1911 just past has been a most interesting one from the Grafonola and Symphony point of view, but the year 1912 will be the banner year in the talking machine business, and when Christmas, 1912, rolls around, 1911 figures will seem very small in comparison, although now they loom up in good round substantial figures." J. E. Poorman did better with his supply of Zonophones during 1911 than in 1910, and looks for a rush in the record line during the early part of this year. Poorman is in the position of a man with no kick to make. John Arnold, Elm street dealer, is trying to figure how he can prepare for an increased business during 1912. He claims he is justified in doing so by reason of the showing during the year just closed. Arnold's Christmas business exceeded last year's record, and points to the new Edison Amberola as being the cause. The demand for records is exceptionally good, and Arnold claims to have enough prospects in sight to keep him busy during January and part of next month. The Aeolian Co. makes the following interesting report regarding business conditions: "December came with its usual thunder and a general clean-up on Victrolas and records was the result. We experienced more trouble in getting our supplies than any previous time," remarked Victor Department Manager L. H. Ahaus. "There seemed to be a real shortage in several style machines, especially the Styles 9 and 10 Victrolas. The demand was really vicious, and in several instances we had two and three customers for a single machine. The rush on records was equally large, but exceeded our expectations by a big margin. The popular double-faced records were at a premium and unobtainable ; however, as we will have some records in January, we will have the best month ahead of us; a heavy stock is coming in to supply every want of our new and deeply interested Victrola patrons, as we find they can be loaded up heavy, and the process will be pushed to the limit here. Our prediction is that this January will eclipse any month previously recorded. DRAWING TRADE TO THE STORE. Pays to Imbibe Some of the Drummer's Enthusiasm and to Take a Lively Interest In Local Affairs — Keep the Store In Good Shape and Advertise — Where System is Necessary to Achieve Success. How to draw trade is one of the greatest problems of any commercial undertaking. You may have plenty of capital and the best of facilities, but the product must be disposed of at a profit, or failure will result. I like an optimist — the fellow who dreams and has the faculty of .making them come true. I do not like to come in contact with the man who looks upon the dark side always. It takes away the snap and ginger. When I was "on the road" I did not like a hard luck story that business was dull, crops needed rain and farmers in the grass. Place your desk at the front door and tell everybody that asks you that business is good and that you are happy and it will make it so or will go a long way towards it. This is new thought philosophy. Imbibe some of the optimism of the drummer when he calls on you as his prospective customer. How many orders would you give him if he told you business was dull and no one wanted to buy because crops need rain and the weather was hot and dry? Take a pointer from your banker. You will note that his desk is at the front now, while a few years ago it was in the rear, behind closed doors, and it made you choke and your knees shake when you wanted to interview him about extending that note. Now he makes friendly calls upon you at your office and takes an interest in your affairs. These are methods of to-day and this is what I have termed vitalization. Take an interest in everything for the upbuilding of your town. It is a duty every man owes to himself and to his community. It will make it grow and enable you to sell two dollars' worth of goods where you sold only one before. It will put you in line to partake of the great prosperity that awaits the people of this country within the next few years. Get your share of the trade of the half million people who are coming into your state in the next ten years. Be a leader in your town, and stand for progress, but in order to keep ahead and retain your position in the front ranks, you must keep moving. Clean up the old store, rearrange the goods, put up new signs so that your customers can find you. Make your store so attractive that it will be recognized a block away. Advertise in your home papers, so when a stranger moves into your town or county, he will see your invitation to trade with you. Some of you who have been in business for over thirty years, at the same old stand, may think you do not need to advertise. If there is r.ny such among you, I simply wish to refer you to the merchants who pay the biggest advertising bills, as they are generally the ones who are best able to do it. This is an age of publicity and airship methods, and we must square ourselves with the times. Nothing can be done successfully without system. If your business is too small to systematize, sell it and get a bigger one. The time has passed when one man can do it all, and keep pace with the world's business. You must delegate duties and authority to others if you succeed in the broad acceptation of the word. You may keep the sheriff out, but you won't ride in airships. It is needed in buying to see that we do not over-| buy or fail to buy. The public will not excuse the store, and will withdraw its patronage, if frequently told "we are out of it to-day, but have it ordered." How many times have you heard that excuse? This is not according to to-day's methods — system will prevent it. You will not deal with a house that continually disappoints you in shipping your orders. Therefore, you should not expect to hold your customers unless you make prompt deliveries. Promptness should be placed at the mast head of every business. Quit talking prices and talk promptness and quality. I would not have the reputation of being the cheapest man in town, but rather the most prompt and the best quality.