The talking machine world (Jan-Dec 1913)

The Talking Machine World Vol. 9. No. 10. New York, October 15, 1913. THE STUDY OF THE OPERAS AS AN AID TO SALESMEN. Dealers Interested in Plan of New York Jobber in Supplying His Salesmen with Tickets for Opera Season — How It Will Pay the Individual Salesman to Augment His Knowledge of Grand Opera at His Own Expense — Greater Knowledge Means Increased Sales. In The Talking Machine World last month attention was called to the practise of a New York jobber, who also conducts a retail store in providing each of his clerks with a season ticket to the opera and insisting that each member of the staff attend regularly, as part of the work for which they were paid. He stated that the direct results in the matter of sales more than offset any expense entailed. The report has caused considerable comment from dealers throughout the country, and a number of them have written to the jobber asking for further information on the subject, with a view to adopting the same course. There are naturally a great many dealers throughout the country who even if so inclined are not in a position to have the members of the staff visit the opera performances even at the expense of the individual, owing to the fact that they are located in small cities and towns. There are hundreds of dealers, however, who have stores in or near the large cities such as New York, Boston, Philadelphia, Chicago, St. Louis, etc., who can well take advantage of the opportunity to increase the efficiency of their sales force through a broader knowledge of opera. After witnessing a performance of any one of the more popular operas, the saleman naturally takes a greater and more personal interest in the music of that particular opera, whether or not he admires it from a musical standpoint. When he plays a record he is able to appreciate just what part the selection plays in the complete performance, and how it should be rendered. He is also able to talk intelligently upon the opera in question, and through competent suggestion influence the sale of other records to the customer. The jobber who tried a plan of sending his sales force to the opera last season stated that the day following the performance of "Aida," for instance, the salesman or salesmen took every opportunity to introduce records bearing selections from that opera to the customer, and through their newly acquired knowledge of the opera were able to influence many sales. The same results continued throughout the season. To the dealer in New York or Chicago, who has ART VOLUME WINS FAVOR Of Talking Machine Buyers and Dealers — H. A. Yerkes Chats of New Grafonola Art Book in an Interesting Way. "The expressions of congratulation that we have been receiving from our dealers the past few weeks on the introduction of our 'Grand' art book have exceeded all our expectations," remarked H. A. Yerkes, manager of the wholesale department of the -Columbia Graphophone Co., in a chat with The World. "In presenting this artistic book to the trade and public we had hoped and expected that it would be recognized as an appropriate formal introduction of our 'Grand,' but the instant recognition of its real artistic merit that was accorded this publication by our dealers is as gratifying as it was unexpected. "From coast to coast those members of the trade who have had an opportunity to examine the new art book have written us letters of the heartiest congratulation and commendation. The real artistic value of the illustrations featured in the book, together with the refined and dignified appearance of the publication,, have impressed our clients remarkably, in addition to emphasizing the true standing of the Columbia Grafonola 'Grand.' "The new Colonial model of the 'Grand,' which we formally presented to the trade in this new art book, has also been the subject of universal praise attended the performance of the Metropolitan or the Philadelphia-Chicago Opera Company, the thought of the expenses serves to deter him from trying the experiment, for at such grand opera prices the cost of a season's tickets for each employe would be prohibitive. As a matter of fact, there are numerous opera companies touring the country each season, who present the more popular operas at prices often lower than those charged by an ordinary theatrical company. Of course, there are no international stars in the companies and the performance may not be quite up to the Metropolitan standard for grand opera, but even though the performance is poor it will at least afford an idea of the staging of the piece, how different sections of the score are presented, the part that each member of the cast plays and other details that will serve to give the talking machine salesman the detailed knowledge that he requires. With the mechanical part of the opera impressed on his mind, he can fill in with the actual singing of the famous opera stars by means of the talking machine records. It is hardly fair, however, to offer the suggestion as being directly up to the dealer, for the ambitious salesmen and the one who wants to carve a career for himself in the trade should be only too anxious to acquire knowledge of grand opera on his own account as a business asset, and even without the suggestion or support of his employer. While the increased efficiency of the sales force naturally profits the dealer, the salesman himself is the first one to feel its good effects, for the increased sales knowledge naturally leads to increased salary. In connection with the study of grand opera, it is also timely to advise the talking machine saleman to attend, whenever the opportunity offers, the orchestral and symphony concerts given in his vicinity, especially where the programs contain selections that are popular in record form. By subscribing for the season to any of the prominent musical organizations very good seats can be obtained for each concert at a surprisingly small cost ; and without even considering the business value of attending such concerts, the musical entertainment offered is generally of the best and really delightful. and approval. The strict adherence of its case design to the accepted ideas of the furnishings of the Colonial period has made a distinct appeal to the admirers of the Colonial design of furniture, and our dealers are enthusiastic over this addition to our 'Grand' production. "Recitals featuring the 'Grand' will be frequently given by our distributors and dealers during the coming season. A number of these recitals .will be held in prominent auditoriums and theaters, and the true musical value of the 'Grand' will be adequately demonstrated by the musical programs arranged for these recitals." EXHIBIT DURING "FASHION WEEK." Foster & Waldo Make Special Display of Talking Machines and Give Recitals. (Special to The Talking Machine World.) Minneapolis, Minn., October 6. — One of the attractive exhibits during the recent Fashion Week in this city was that in the window of Foster & Waldo, 811 Nicollet avenue, where a fine line of talking machines and pianos were shown. From the crowds in the company's stores it was evident that the sightseers enjoyed recreation when tired listening to the music of the Victrolas, which were kept going all the time. It was noticeable, too, that the classical music had the call. Price Ten Cents HOLDS FORMAL OPENING. F. G. Smith Piano Co., Washington, D. C., Makes Opening of New Talking Machine Department a Notable Occasion. (Special to The Talking Machine World.) Washington, D. C, October 9.— The F. G. Smith Piano Co. celebrated the opening of its handsomely appointed talking machine department last week with a public reception, which was widely advertised in the daily papers and was attended by a large crowd of music lovers, who were entertained by practically continuous concerts on Victrolas and Grafonolas. The new department in the company's building, at 1217 F street, is located close to the main entrance of the building. On the left as one enters are handsome colonial glass sound-proof booths, finished in ivory white and furnished in the most comfortable manner to resemble a drawing room or library. Back of the booths are located the library and 10,000 records. The reception in the talking machine department attracted attention to other departments in the company's store wherein were displayed Chickering, Bradbury and other makes of pianos and player-pianos. LOS ANGELES ASSOCIATION MEETS. Bi-monthly Session and Banquet of the Talking Machine Men's Association Held in September, A. V. Chandler Representing Thomas A. Edison, Inc., Among the Guests — Ad Club Quartet Furnishes Entertainment. (Special to The Talking Machine World.) Los Angeles, Cal., October 6. — The bi-monthly meeting of the Talking Machine Men's Association was held September 16 in the banquet hall of the Hollenbeck Hotel, with a large attendance. Among those present was A. V. Chandler, the new Western representative of Thomas A. Edison, Inc., who gave a most interesting talk upon the Edison phonograph, its progress, and the life and habits of Thomas A. Edison. During the banquet a novel treat was afforded the members of the association by the Ad Club Quartet, which has been meeting much popular favor in Los Angeles. Short talks were given by E. A. Borgum, the organizer of the Ad Club Quartet; H. H. Fish, R. G. Smith, and also Mr. Miles, representing the Los Angeles Tribune, who gave assurances of support for the paper which he represents. The next meeting will be the last Wednesday in November. Mr. Borgum in connection with the Ad Club Quartet will have full sway at this gathering, making it a real jinks rather than a straight-laced affair. EFFICIENCY ANDTHE DEALER. Credit Man Points Out How Parcel Post Aids Mail Order Houses and Why Small Dealers Must Be Equipped to Meet This Competition. The extension of the facilities of the parcel post so that the limit of weight for the first and second zones is increased to twenty pounds is used as an occasion by a prominent credit man to remind credit grantors that the change will strengthen the position of the mail order houses, so that it behooves them to use their offices to the fullest extent in training the retailers to efficiency. He asserts that unless many of the retailers adopt improved methods of business they will be eliminated, for the dealer in the small country town can compete with the retail mail order house only in so far as his knowledge extends to retailing on a scientific basis. The dealer must, therefore, be made to realize the importance of knowing the cost of his merchandise, the percentage to be added to assure a reasonable profit in selling, the existing conditions in the community, how to advertise economically, and how to train his help to bring \n the best trade.