The talking machine world (Jan-Dec 1914)

10 THE TALKING MACHINE WORLD. TALKING MACHINE SALESMAN'S BOOK OF KNOWLEDGE. Purchase Scrap Book and Jar of Paste, Mr. Talker Man, and Start an Encyclopedia of Phonograph Information for the Edification and Enlightenment of Your Customers — Some Valuable Hints Worthy of Consideration for the New Year. There is a salesman attached to the establishment where I buy my records who bears a unique reputation. He is universally conceded to have the greatest store of talker news stored away along with the gray matter in his active brain of any man in town. In addition to the notoriety he enjoys from this source, it aids him tremendously in selling goods. A great many times have I witnessed customers refusing to be waited upon by any salesman but Frank (his name is Frank), and in the event of his being engaged elsewhere, they would sit themselves patiently down in the showroom and await his return. There is not a subject of interest in the talking machine world, be it old or new, that Frank cannot talk upon fluently and well. Ask him a question regarding the salary of an artist, the latest march by Sousa, or the color of Ada Jones' eyes, and he will not only answer you correctly, but throw in some entertaining attendant anecdote for good measure. Such a salesman is most valuable to his employers, and, therefore, capable of commanding a remunerative return for his services. Why not follow Frank's example, Mr. Dealer, and familiarize yourself with all things phonographic, which at some future time may piove of interest to your patrons? There is not a day goes by that does not bring to you, througli the medium of the newspaper or magazine, some bit of information well worthy of a place in your salesman's book of knowledge. For instance, it is most satisfying when a physician calls to inspect a machine, for amusement purposes only, to find yourself in a position to converse technically regarding the effects of different kinds of music upon the sick, and to convince him that not only will the talker be a source of entertainment and delight to himself and family, but of vast value to him in his practice as well. Tell him of the views of Dr. Leonard Keene Hirshberg, A.B., M.A., M.D. (Johns Hopkins), upon this subject. "There is no doubt," says Dr. Why Frank's Services Are Sought. Hirshberg in the Philadelphia Evening Telegraph, "that music, like other emotion stirring stimulants, plays, at times at least, a fair share in the medical aids that go toward the restoration of health. If the musician's touch is tender, full of emotion and vibrating with sincerity, Beethoven seems to Won't You Have a Lesson in Spanish? It's so easy to learn by the I. C. S. system— and a knowledge of Spanish is so useful nowadays. The I. C. S. system of language instruction by means of the phonograph makes easy the mastering of a foreign language, and appeals with compelling power to thousands. The dealer in phonographs who does not carry I. C. S. Language Outfits is neglecting a quick and sure way to increase his business. The new $35 Language Outfit of the I. C. S. is a marvel. It represents the highest art in the teaching1 of languages, and embodies a method that has won the warmest praise of thousands qualified to speak authoritatively. The Spanish, French, and German Embassies at Washington, as well as the leading colleges, have cordially indorsed the I. C. S. method of teaching languages. The I. C. S. Language Outfit consists of an Edison Gem Phonograph made especially for language work ; small horn ; headband hearing tube ; oil can ; and 25 Conversational Records teaching pronunciation guaranteed to be absolutely correct, with native intonation and inflection. In addition to these Conversational Records there are pamphlet Instruction Papers teaching the theory of the languages. The new Outfit , is at one and the same time the best and cheapest ever offered — the price being only $35. If you want to increase your business, write to-day for full particulars. International Correspondence Schools Box 918, Scranton, Pa acl as an ideal tonic upon the sick. On the other hand, the current ragtime melodies popular with these same patients when they are well pall upon them and irritate them .when sick." He then speaks of Miss Alice E. Gether, an accomplished pianist, and describes her experience with music as a curative agent in the hospital as follows : "The day she left the institution a request came from a patient, whose recovery a few days before had been very doubtful, to please have her piano moved near her room and to play Schumann's 'Traumerei' for her. This was done, and the patient took a turn for the better and recovered." When you have told him these things which he did not know, he is not only amazed, but does some hard thinking as well. In the end, instead of selling a single outfit to the man of medicine, you sell several to his hospitals also. You have, through the agency of your book of knowledge, opened up a new field, and that, of course, means more business and greater financial returns. Now that the medical fraternity in its relation to the talking machine industry has been sufficiently touched upon, we will turn another page of our scrap-book. $ $ * $ A cylinder record was playing softly, the melody floating through the grill of the Amberola with dreamy sweetness. "When It's Apple Blossom Time in Normandy," sang the artist, his golden tenor soaring high above the querulous voices of two angry customers. I like that song immensely, so I paused to listen. "That's Irving Gillette singing, I tell you!" declared one of the irate patrons, positively. "You're wrong!" snapped the other fiercely. "Don't you suppose I know a voice when I hear it? I want you to understand, sir, that I have been an authority on singing for twenty-five years, and, furthermore, I have a dozen disc records in my cabinet at home this very minute with that voice on them." Then, glaring belligerently at his opponent, he snarled, "If that isn't Henry Burr's tenor on that record, By Gad ! I'll eat it." "If my eyes do not deceive me, brother, you have a tough meal before you. The name of Irving Gillette is stamped upon the box lid." "I don't give a !" "What is the difficulty, gentlemen?" interrupted the salesman (our friend Frank) arriving with a tray of best sellers. "Difficulty enough !" roared the debaters in unison. 'This man" — each glaring at the other — "don't know a voice when he hears it!" "Irving Gillette for the Edison, Henry Burr for the Columbia and Victor, and Harry H. McClaskey in private life," explained Frank succinctly. Both were right — war was averted. From interesting a professional man, by a chat with him in his own language, to settling an argument as to the identity of a singer, is a far cry, but your scrap-book of talker facts will enable you to do either equally well. Oh, there is no doubt, Mr. Dealer, about this book of knowledge idea being a trade bringer. Just a bit of advice in conclusion : When your next customer calls to hear a certain record, surprise and delight him by indulging in a brief resume of the artist's life ; or, if you prefer, speak of a memorable incident in connection with the composer of the selection. Your patron will be most appreciative and delighted because, through your courteous explanations, he is able to add very materially to the enjoyment he has previously derived from his instrument. He will speak of you to his friends as an authority upon everything in talkerdom. He will tell them also of the pamphlet of artists' biographies, meaty kernels of news, and valuable hints, he is compiling with your able assistance, and suggest that they come and do likewise. Why, if every talking machine man in the country would cultivate the fine art of entertainingly instructing his customers regarding the many subsidiaries of the talker, the industry would enjoy a greatly enhanced prosperity. Do you not agree with me? Howard Taylor Middleton.