The talking machine world (Jan-Dec 1913)

TIIK TALKING MACIIINH WOULD talking machines in stock and they would sell themselves, just the same as leading a horse to water. But it is not so. Even a great amount of publicity given to a business will not run it. It will act as a building influence, but there must be intelligent work on the part of the men who arc selling the products at retail. IN many respects this issue of The World is a remarkable one and should have a stimulating effect upon trade interests everywhere, for it shows that the Kdison jobbers believe in carry ing fitting announcements of a splendid new disc product, in a paper which represents the industry. We may add that the magnificent Edison advertising shown in the October World is the result of original co-operation am ng the jobbers. The plan of preparing special fall business announcements originated with them, and the Edison Co. knew nothing of this advertising campaign until the information came to it from the jobbers, so the present issue of The World represents an array of advertising from the Edison representatives which came unsolicited, and shows a magnificent grouping in a single issue of the Edison wholesale interests. No other trade paper ever presented has contained such an array of business announcements of jobbers covering a single line, and it emphasizes not merely the faith of these business men in advertising, but it shows that the Edison interests are represented by wide-awake and energetic men who propose to exhibit progressiveness in the prosecution of their business interests. This publication has admittedly been a power in trade building, and it is more than gratifying to note that the jobbers as a whole are beginning to appreciate its helpfulness to them in the expansion of their enterprises. Co-operation is helpful in all lines of trade, and when the jobbers themselves realize the importance of a trade publication to their trade and support it in a liberal manner, they are advancing not only their own affairs directly but the interests of the entire trade indirectly, because every issue of The Talking Machine World acts beneficially upon the trade. It makes a better talking machine dealer, because it supplies him with good, stimulating food for his particular line of trade. There is no other source from wdiich such educational, instructive and newsy features may be obtained, and there is no question but that this publication can be made a greater force than ever before if every jobber works with us and aids in its circulation. The plan of not being interested in the circulation of a paper locally because it contains competitors' advertisements belongs to the smallness of a past age and not to the greatness of the present. If a paper is worthy of support, it is worthy of being aided in its distribution in every possible way. A trade publication is necessarily limited in its circulation, because it cannot reach large figures on account of the limited number of men who are interested in its functional scope, but they are buyers, hence there is no lost circulation. Therefore, it is a select class to which such a publication appeals, and if it is aided by the men who are interested in cultivating the talking machine tradeencouraging dealers and showing them how to become better talking machine men— then The World will become more helpful in every way as a power for good in the talking machine industry. The example of the Edison jobbers certainly is inspiring and shows a reciprocal feeling which is appreciated, and as a businessbuilding force the act must be beneficial. Certainly such publicity gives the Edison products an impelling force, and the attention of the dealers will be especially drawn to the new Edison disc machines. In this connection, it might be well to remark that the Edison disc machines have elicited warm praise everywhere on account of their musical attributes. Thomas A. Edison, the great inventor, has given to this special product the cumulative knowledge of a lifetime fraught with distinguished accomplishments. He has enriched the world by reason of his marvelous inventive skill in many ways, and there is no single invention which has interested this great man in later years to the extent of the talking machine. That the Edison jobbers realize the trade possibilities of the Edison 40 products during the fall of the present year is well illustrated in the forward movement evidenced by their business announcement in this issue of The World. Such energy must produce results of the right kind, and thousands of dealers will have their attention drawn to the jobbers ability to take care of their interests in a satisfactory manner. A glance at the announcements will show that every part of the country is well represented, for, from the Atlantic to the Pacific, from the Canadian line to the Mexican border, the Edison inter ests are comprehensively represented in this issue of I he Talking Machine World. THE importance of the talking machine as an educational factor in the domain of music is being exemplified in a most impressive way as time goes on. Great artists, internationally famous in both vocal and instrumental fields, are now being heard through the aid of the talking machine in the homes of the people. The best in music has been carried from the concert platform to the parlor and a stimulus given to musical appreciation that might be termed inconceivable a few years ago. And not only great singers and instrumentalists but our great orchestral organizations are now heard if] the home, For a considerable time there were those who looked Upon the talking machine either as a toy or a medium for the dissemination of popular music rather than the compositions of the masters, but to-day the very leaders in the world of music arc recognizing the important part which the talking machine is playing in disseminating musical knowledge and a wider and keener appreciation of the. best in music. Hence it is that the great orchestral leaders are desirous of having the organizations which they conduct heard through the medium of the talking machine. In this connection the Philharmonic Orchestra, the foremost musical organization in Berlin, Germany, has consented to allow the reproductions of its tonal wonders through the talking machine. The necessary arrangements were effected through Alfred Hertz, the conductor of the Metropolitan Opera House, New York, and he was the conductor of the orchestra when it played a number of selections for reproducing purposes in Berlin a couple of weeks ago. Among the numbers given were selections from "Parsifal," the only auditors being a row of talking machine horns, through which millions of people will be reached who have never heard the Berlin Philharmonic, and who otherwise would be unable to enjoy the beauty of tone and superb playing of this internationally famous organization. This recognition of the talking machine by the leading musical authorities of Berlin marks in a most emphatic way its tremendous advance in prestige. It has now attained a position which it has long deserved, but which has not been accorded it as it should have been. It must not be overlooked that it is to the tireless labors of the manufacturers of talking machines that this position is due. Through the employment of great artists and signal ability in the selections of numbers presented they have enabled the talking machine to force its way, along lines of sheer merit, into the position which it now occupies. This means much not only for music, but for the commercial status of the instrument. It means that dealers handling these machines will have a larger field to cater to, for there are thousands of people to-day who are buying talking machines who a few years ago looked upon them as something plebian. The present position of the talking machine and its advance artistically cannot be too strongly emphasized, for this broadening out in popularity means a greater expansion of the business. T^HE merchant and his salesman should bear one fact in mind, A that the first impressions are the most lasting, and if you give a man a good impression of your place when he enters you have accomplished half the battle of separating him from his money. A quick walk forward, a pleasant greeting and close attention are not hard things to give, and they will make sales where a glum dyspeptic countenance with mouth drooping at the corners and a general look of having liver trouble will put a customer in an antagonistic mood that will mean a hard fight to win his trade.