The talking machine world (Jan-Dec 1913)

THE TALKING MACHIJNIO WOULD. 17 LIVERPOOL DEALER ON BUSINESS METHODS ABROAD. Jake Graham, Who Ranks Among the "Progressives" in England, Visits New York — Carries Record Stock of Leading Companies — Discusses Conditions — Appreciates Value of Window Publicity and Printers' Ink — Better Class of Trade Pays — Interesting Chat. One of the, best known talking machine dealers in t ho world, Jake Graham, of Liverpool, England, arrived in New York last week for an extended visit. Aside from his business prominence, Mr. Graham is one of the most popular dealers, personally, in Europe, and so well liked is he that very few of his friends or even acquaintances call him by any other name than "Jake." A former member of the theatrical profession, Mr. Graham has a host of friends in musical and theatrical circles, and it is this wide acquaintance of Mr. Graham's that has assisted him considerably in scoring his remarkable success. The most interesting feature of the business conducted by .Mr. Graham in his immense place at Liverpool is the fact that he carries in stock at all times every single title on the record lists of the foll6wing companies that he represents : Gramophone, Edison Blue Amberol and Edison Standard, Rena-Columbia, Zonophone, Pathe, Jumbo, Odeon and Meister-Beka. It can be readily seen from this formidable list of records handled by Mr. Graham that he is undertaking a stupendous task and incurring an enormous expense in making good his advertised slogan of having in stock every title of all the companies noted above. Mr. Graham also carries in stock at all times, every model of the various machines manufactured by these companies, besides a number of other makes of machines and records which the British public constantly demand. "During my entire fifteen years' experience as a talking machine dealer," stated Mr. Graham in a chat with The World, "there is one principle that I have always endeavored to live up to, and that is to concentrate my business as much as possible on the better class of trade. Although I have, of course, found it necessary to do a certain percentage of my ousiness with the cheaper grade of products, it has been my constant aim and endeavor to build up an essentially high-class business. I believe I have succeeded in this desire. "Since I arrived in this country a few days since, I have been trying to get in intimate touch with the opinions and problems of the trade on this side of the Atlantic. At the present moment, the main topic of discussion in talking machine circles seems to be the one-price' system, which has so successfully been upheld in this country. I am a staunch believer in this method of merchandising, and have no use whatever for price cutting in any line of trade. "It is a well-known fact, of course, that the market abroad in the talking machine trade is an absolutely open one, with no legal bars by the. government on the price maintenance question. The leading manufacturers in England, as in this country, are maintaining fixed prices to the 'best of their ability, and at the same time are strictly living up to the letter and spirit of the law This high-class method of price maintenance by the prominent manufacturers has helped the talking machine business in England wonderfully. "Contrary to the generally expressed opinion in this country, there is very little, if any, price cutting by the better class of talking machine dealers in England. The dealer who is in business to make money and build up a profitable business realizes that price maintenance is his only safe way of doing business, and this phase of the problem abroad is growing better each season. "A far more serious problem in England to the legitimate talking machine dealer than that of price maintenance is the incalculable harm that is being done our business by the 'side liners,' who merely handle talking machines and records during seasons, and at the close of the busy period of the year relegate their stocks to the basement till next year or sell it to some secondhand dealer. This class of trade is not apparent in this country, but in England, one can find in the busy seasons of the year talking machine shops in 1 1 io dingiest and dreariest looking spots in the various cities. Any kind of a price is offered by the storekeeper to a prospective customer, and it is indeed discouraging to note the damaging influei ce that this sid.e-line merchant has on the legitimate talking machine trade. "It is this class of trade that has helped make popular the commonly termed 18d. record, which is a two-sided disc record retailing for about 35c. I* is hardly necessary to comment on the material harm that such a cheap record does to the trade, but a number of companies are manufacturing-this record in England at the present time and several more are thinking of joining their ranks in the very near future. Apart from hurting the legitimate record trade of the high-class dealer, this record business injures the entire industry, as RECORDS BY ALU LEADING ARTISTES REN SHAW ST, LIVERPOOL Jake Graham as Seen by a Liverpool Cartoonist it is impossible to produce a meritorious doublefaced disc record to retail at 35c. "This is my first visit to America, and I am simply amazed at the wonderful and well-nigh unbelievable heights that the talking machine industry has attained in this country. My visits to the Victor, Edison and Columbia factories have been revelations to me, and I can readily understand after going through the immense plants of these manufacturers how their productions show such splendid gains in construction year after year. "From a store standpoint, those retail establishments that I have seen in this city have many superior points in comparison with our stores on the other side. Plate-glass, sound-proof demonstration rooms are rarities indeed in England talking machine stores, and I know of but two or three stores in London which are equipped in this manner. Although my establishment is popularly termed the largest talking machine store in Great Britain, as far as stock is concerned, I still have a number of radical improvements to make in the furnishing of my store, including the construction of several sound-proof demonstration rooms. . ■ , "At the same time, however, I am gratified indeed to note the steady gains that the talking machine business is making in England. I started fifteen years ago with a dining room as my place of business and with a few machines in stock to attract diners. Removed over two miles from a car terminus, there was certainly an uphifl job ahead of me, and the first year or so was exceedingly difficulty At the present time my show window is one of the largest in England for a single store window, outside of the best-known department stores, and my stock of machines and records is complete in every detail. "From the first year that I entered the talking machine business I was convinced that the only way to achieve success in this field was to carry in stock every title of every manufacturer I represented, and this is what I am doing at the present time. With the large quantity of manufacturers now in the talking machine record field in England, the talking machine dealer who does not carry every title of every manufacturer is placed ai a serious disadvantage, and I attribute a considerable portion of my success to my complete stock. It requires a very substantial investment and an enormous amount of room, but it is well worth all this trouble. "I am and always have been a firm believer in 'printers' ink.' I advertise constantly in the magazines and newspapers, and do not believe that it is possible to score a success in any line of business without advertising. I also utilize to excellent advantage my large show window. As a matter of fact, window dressing in England is still in its infancy, and when a few years since I engaged the services of a window dresser for my window, the public looked upon it as a rather nonsensical idea. Since that time, however, I have introduced some of the most novel displays ever presented by the talking machine trade. These displays are changed at frequent intervals, and when special occasions warrant appropriate and timely displays are always produced. I consider this a handsome investment, and intend to still further develop it along the -proper lines. "I would like to say a word here for The Talking Machine World. We dealers in the talking machine industry abroad, . regard this paper as a chum and companion rather than a trade magazine. Personally, I could not do without it, and look forward to its coming every month with keen pleasure and anticipatton. As soon as it arrives I go through it carefully and mark many articles of particularly helpful interest that I think my staff could peruse with interest. I mark these items : 'Read these and inwardly digest them for our mutual benefit.' My clerks and salespeople pay careful attention to these articles, and the value of The Talking Machine World is at once apparent." Mr. Graham is frequently mentioned by the trade and local press of England, and one of the recent cartoons used in the newspapers is shown herewith. According to his present plans, Mr. Graham will stay in this country for a month, then proceed to Honolulu by way of Valparaiso. He intimated that he was so much impressed with America that he might stay here indefinitely, leaving his business at home in the capable hands of his daughter, who is an expert and experienced hand in the talking machine trade. Mr. Graham has been making his headquarters in New York at the Columbia executive offices, in the Woolworth Building. HEARD VOICES OF HIS KINFOLK. An interesting incident is noted in the Edison Phonograph Monthly that is indicative of the value of the human interest feature in merchandising talking machines. The incident is sent by Ben Childers, of Pulaski, Tenn., an aggressive and wideawake Edison dealer. On June 19 B. M. Falk, of Schneidemuehl, Province of Posen, Germany, celebrated his seventieth birthday. Like many other elderly Germans, he has a number of relatives in this country. The American kin of Herr Falk, consisting of his brother and several nephews, decided to send to the old gentleman their congratulations by phonograph. Accordingly, Sol Chon, one of the nephews, went to the store of Mr. Childers and filled a record with his congratulations in German. All the other relatives made records of a similar character, and on his birthday the old gentleman received these many messages of congratulations and well-wishing on Edison records.