The talking machine world (Jan-Dec 1914)

46 THE TALKING MACHINE WORLD. STABILITY OF THE TALKING MACHINE INDUSTRY. History of Trade Shows That the Industry Has Grown in a Broader Way Than Anticipated by Those Associated with Its Early Development — Industry Will Live as Long as Music Is Loved, Which Is Forever, Says Benj. Switky, in an Interesting Article. "How long will the talking machine business last?" This question was frequently asked by dealers and jobbers themselves, as well as by laymen, only a few years ago. Why? Because the phonograph and primitive talking machine Were hailed by the entire world as almost supernatural wonders — and wonders, you know, are supposed to last only nine days. As novelties, their only purpose was amusement. Hence it seemed but natural that they should eventually decline in popularity, the amusement lessening with the wearing off of the novelty. Even those who succeeded in making modest fortunes seven or eight years ago believed that their prosperity would be short lived. They looked upon it as a sort of orange from which they were to squeeze out the juice, then throw the pulp away. The Victor distributer to whose jobbership I succeeded about eight years ago, accepted $"250 bonus as a consideration for the transfer — a mere mess of pottage for a birthright. Few of the phonograph pioneers would have dared to assert, while looking at the Berliner Gramophone or the little cylinder machines, that these had within them the possibilities of a great industry. How many could have believed that these toys were but the foreword, their sale but the foundation upon which was to be reared a mighty, magnificent structure that within a decade would tower like a serene Alpine peak, loftily above industries whose lineage dated back centuries ! Although our greatest interest lies in the present, and our fondest hopes are concentrated upon the future, it will do us all a great deal of good to contemplate the past, and, while indulging in reminiscence, draw from past performance our inspiration for future accomplishment. The ancient minstrels sang of the valorous deeds of still more ancient knights and warriors; and their songs enkindled the fires of courage and loyalty in the breasts of the new generations. The old men of the talking machine business are still very young; yet the autobiographies of these men would make very interesting reading. They would be' an inspiration and encouragement to the newer members of the fraternity. Only ten years ago one of our foremost New York distributers, whose present Fifth avenue shops are the acme of elegance and prosperity, began his talking machine career by doing houseto-house selling. On every hand we see prosperous manufacturers, dealers, jobbers — men recruited from many different walks of life, who within a very few years have built up establishments that are remarkable for their progressiveness and self-evident appearance of success. Our manufacturers, the captains of the industry, have on every occasion proven their persona! courage, their prophetic foresight, and their ability to perpetuate the business. They have lifted their machines out of the toy and novelty class and planted them in the front rank of musical instruments. They have taken their machines, which formerly were stowed away in closets when not in use, and demanded that they be given a place of honor in the parlor, where they eloquently plead our cause. This was done by clothing the instrument in beautiful red and gold, with artistic figure. They are even now spending vast sums of money and immeasurable energy to impress upon the school principal and teacher, and the board of education, that the talking machine belongs in every classroom ; that a graded course in music through the medium of the records, should logically be made part of the school curriculum. After that we will have no difficulty in making the talking machine as necessary in the household as is the sewing machine. The manufacturers are maintaining expensive laboratories and experimentors so as to improve their product. Following each improvement they point out to us new uses to us for which the machines are adaptable ; opening up for us new fertile fields, and spending millions to create the demand. While there are certain flaws in our bus'ness methods that are sadly in need of correction, policies that pinch and hurt, these are but "growing pains.'' The manufacturers' ideas for the preservation of the dealer and his profits are still a little crude and incomplete, but even these will be righted in time. The talking machine business will outlive its creators. It will last just as long as music claims its corner in the human breast — which means forever. The present types and styles and mechanical construction may undergo radical changes, but the industry will continue. It can truthfully be compared to the little brook of which the poet Tennyson wrote : "Men may come and men may go, but I go on forever." PREPARING NEW WINDOW POSTER. The Victor Talking Machine Co. is now preparing a window poster and four-page folder to advertise a special list of Victor records for Easter which are detailed on an order blank sent to Victor dealers under date of February 2. This list, which was chosen with particular reference to the adaptability of the records listed to the musical requirements of the Easter season and contains a number of excellent selections that should prove very popular during that season. Accompanying this list the Victor company sent out a short letter calling the attention of its dealers to the advantage of properly featuring special season records, as this publicity never fails to result in increased sales for the dealer's record department. The Masterphone Perfect Detail GIVES Rich Tone Full Volume Records remain perfect forever, as Victor Fibre Needles are used. Your customers will like the Masterphone, for it adds immeasurably to the value of their instruments. YOU EARN ADDITIONAL PROFITS. Write for Sample and Discounts. Steel Needles Masterphone $1.00 Fibre Needles Masterphone $1.50 THE MASTERPHONE CORPORATION, 187 Broadway, New York City Telephone: Cortlandt 1872