The talking machine world (Jan-Dec 1913)

12 THE TALKING MACHINE WORLD. McMENIMEN AN EDITORIAL WRITER. Popular General Manager of Vitaphone Co. Presents Some Strong Truths Regarding Value of Advertising as a City and Business Builder in Editorial Column of Plainfield, N. J., Paper. Harry N. McMenimen, general manager of the Vitaphone Co., Plainfield, N. J., who is personally acquainted with every distributer and jobber and with the great majority of the dealers in talking machines throughout the country, has taken a little flyer into the newspaper game through the medium of the editorial column's of the Plainfield Daily Press, which on Saturdays are conducted by representative citizens of the city. Mr. McMenimen chose for his subject that of advertising and made a strong plea for an advertising campaign conducted by the citizens of Plain field for the purpose of attracting new industries and desirable residents from other and larger cities. Of the advantages of self-advertising as applies to the individual or the community, Mr. McMenimen said : The duck waddles to her nest, lays an egg and then waddles away. The hen goes to the nest, lays an egg, gets up and cackles and cackles and cackles. You. can hardly give duck eggs away, but hen's eggs bring 50 cents a dozen. It was once said that P. T. Barnum knew how to advertise, that Hammerstein knows how to advertise and that Gillette knows how to advertise. These three and Theodore Roosevelt are the six best advertisers that the United States has ever known. The above are striking examples of self-advertising. What Plainfield needs is a similar kind of advertising through people' who know the beauties and advantages of Plainfield, "The City-by-theHills," backed up by a persistent campaign apportioned where it will do the .most good. On the subject of advertising in general Mr. McMenimen has some very sound and interestingviews to express, as follows : Back of every advertisement must be merit, not only in what is offered, but a clean-cut, original and truthful statement of facts. There are just three processes the human brain must go through bef ore making a purchase of anything : Confidence. Interest. Desire. Confidence is the corner-stone. One could not sell a five-dollar gold piece on the busiest corner in New York City for 50 cents, for people would not believe they were genuine, not knowing the honesty of the seller, and in this respect advertising does its best work in establishing confidence. After this comes the interest for what is offered, and after the interest has been centered, then a desire to acquire is the final step in consummating a sale. The producer is the successful business man arid the orie.who gets the business and completes the transaction. Other help is necessary and worthy of sincere respect, but they never get the big plums on the salary tree, because they are on the side of expense and not income. The bigger the sales the larger the reward, and how much greater the efficiency the salesman or clerk would get out of their ability if they would but keep in mind these three great principles of salesmanship. Never in the history of the world was real ability, honesty and hard work given a greater reward than to-day, and if the clerk would hut stop to consider the tremendous advantage and aid that advertising supplies him with and would but grasp the real principles of advertising we would see in the next decade in every locality successful merchandisers that would make it practically Impossible for the large stores of the metropolitan cities to in any way detract or secure the business from the smaller centers. With advertising, parcel post, greater selling efficiency and broader methods accepted and practised ' by the merchants of the smaller towns, presents an opportunity, of making money to-day which has been undreamed of in the past. In A Fair Sized City You Can Add $3,000 A Year By Selling Music Rolls Music rolls come out every month like records; there is an endless opportunity to sell some rolls to every player owner in your field. Music rolls blend admirably with your record department; you do not have to increase your selling force. The margin of profit is large. The exchange library system will secure hundreds of customers, not only for the rolls but for the talking machine records. Music rolls will help you total the net profits. And your investment is hardly anything. The Herbert Co. NEWARK, N. J. is one of the largest roll manufacturers in the country. It has a well equipped and efficient music roll factory, and Herbert Rolls are made "correct" in every particular. Attention is given to the paper, one being used that is strong, yet light enough for the best work. The perforations are square; the arrangements perfect. Herbert Rolls are ideal and will please the best music lover. You will find out the many good points about Herbert Rolls after you determine to make roll money. The main question now is: "Will you sell them?" Let us mail you catalog and our story, because we know you are somewhat interested in a proposition which, at an investment of several hundred, will permit several thousand dollars yearly profit. The Herbert Co. Newark, N. J.