The talking machine world (Jan-Dec 1914)

12 THE TALKING MACHINE WORLD. EDWARD LYMAN BILL, Editor and Proprietor. J. B. SPILLANE, Managing Editor. Trade Representatives: Glad. Henderson, C. Chace, L. E. Bowers, B. Brittain Wilson, A. J. Nicklin, August J. Timpe, L. M. Robinson. Boston: John H. Wilson, 324 Washington Street. Chicago Office: E. P. Van Harlingen, Consumers' Building, 220 South State Street. Henry S. Kingwill, Associate. Telephone, Wabash 5774. Philadelphia: R. W. Kauffman. Minneapolis and St. Paul: Adolf Edsten. San Francisco : S. H. Gray, 88 First St. Cleveland: G. F. Prescott. St. Louis: Clyde Jennings. Cincinnati: Jacob W. Walter. London, Eng., Office : 2 Gresham Buildings, Basinghall St. W. Lionel Sturdy, Manager. Representatives for Germany and Austria : Verlag Nec Sinit, Berlin C. 19, Ross-Strasse 6, Germany. Geo. Rothgiesser, Director. Published the 15th of every month at 373 Fourth Ave., New York. SUBSCRIPTION (including postage), United States, Mexico, $1.00 per Year; Canada, $1.26; all other countries, $1.75. ADVERTISEMENTS: $3.00 per inch, single column, per insertion. On quarterly or yearly contracts a special discount is allowed. Advertising pages, $100.00. REMITTANCES: should be made payable to Edward Lyman Bill by check or Post Office Money Order. ' ^NOTICE TO ADVERTISERS. — Advertising copy should reach this office by the first of each month. By following this rule clients will greatly facilitate work at the publication headquarters. Long Distance Telephones — Numbers 5982-5983 Madison Sq. Cable Address: "Elbill," New York. NEW YORK, APRIL 15, 1914 A YEAR ago a great section of the Middle West was just recovering from one of the worst floods ever experienced in this country. The receding waters had left wreck and ruin behind. Scores of towns suffered losses of life as well as staggering property losses, and many business houses were placed in a very serious position by reason of the staggering losses endured. In fact, it was a very serious condition, and many, in viewing the flood-swept districts, figured that business would suffer in those localities for years to come ; but such is the recuperative powers of Americans that in the very sections where business interests seemed to have been most seriously affected trade has been particularly brisk, and it serves to illustrate that Americans lose no time in bemoaning what they have lost. There is no use in losing time in bewailing past conditions and business losses, because "the mills will never grind with water that is passed." It is the active present and ambitious future which interests the men of to-day. And sometimes adversity brings out the best that is in a man. Some of our great business leaders all graduated from the University of Hard Knocks, and while they received some good heavy blows, they were not of the down-and-out class. They possessed courage and were resourceful. Many a man has been developed by reverses. His best qualities probably would not have been brought out under ordinary conditions. It, however, is to be hoped that the courage of the men in the flood-devastated districts of 1913 may not be put to the test in a similar manner for at least a long time to come. THE talking machine men are getting to understand more and more the benefit of advertising. Surely they have the best kind of examples constantly before them in the publicity, campaigns carried on by the great manufacturers. Advertising has made the talking machine business, and there is no question that if the great national campaigns were abandoned in six months business would slump very materially, notwithstanding the tremendous impetus which it now has. The directors of the great enterprises fully understand the advantage of this, and the dealers themselves, even in the smaller districts, are waking up to the fact that they must do their share in the great campaign. They are putting out advertising, some of which is most attractive. THE advertising field is constantly changing. Years ago advertising smacked of dishonesty — of misrepresentation ; in fact, much of the public exploitation was simply to lure people into the stores and strip them of their money after they had arrived. To-day, however, the successful business man tells the truth in his advertising, else he is not successful. If a man tells an untruth in advertising he is quickly found out. In New York there has been a lot of dealers in various lines who have misrepresented in their advertising, and some of the daily papers have refused to carry the announcements of such concerns, knowing that they misrepresented. How a man must feel to be turned down by a. newspaper because he has gained the reputation of being a dishonest advertiser ! So far as talking machines are concerned, a man is advertising a single product, and one that has individual advertising powers. It talks for itself, to use the colloquial saying; but there are so many attractive ways to put forth advertising matter, so that it is pleasing to observe that the dealers themselves are advancing along lines of public exploitation. WE are in constant receipt of communications from readers of The Talking Machine World in every part of the universe expressing their admiration and approval of the policy of this paper, and its power as a constructive, force in the industry. It certainly is very pleasing to note the approbation of a widespread clientele of readers, and it shows that our policy has been appreciated and has received the stamp of universal approval. We have always contended that a trade paper must be constructive in its work, else its true functions would be lost. That The World is a splendid advertising medium is generally conceded. We have received letters from advertisers commending the business building powers of this publication, and below is one received recently from the New York Talking Machine Co., 81 Chambers street, New York, large and important Victor distributors : "We wish to express our entire satisfaction with the service rendered us by you in the last issue of The Talking Machine World advertising our record cabinets. We have received many nice responses and a number of orders for cabinets and envelopes, together with a large number of inquiries from good, substantial dealers who read the advertisement. "Kindly accept our compliments on the pulling power of your organ. It is not alone a good advertising medium, but, in our opinion, a good, live root of the talking machine industry." That communication shows what a power The World is to the jobbers, and yet there are but few jobbers out of the entire list who avail themselves of the splendid opportunities which The World presents for the exploitation of their wares. Every talking machine jobber in this country should be represented in every issue of The Talking Machine World. It is the only publication which thoroughly and completely reaches the small dealers as well as the large ones. It is working for them day and night. It not merely aids the dealers, but makes suggestions to them along advanced lines, so that it is a constructive power of virility and strength. Now it would seem as a natural sequence that the jobbers themselves should appreciate, as a whole, the advantage of such a publication, and not permit a few men to monopolize the business opportunities offered by the paper. If the talking machine jobbers of America desire such a paper as The Talking Machine World — and they all admit its strength — then the next question that logically comes up is why should they not patronize its columns to a greater extent? WE are desirous that The World shall be close to its readers everywhere, and we shall be pleased to receive at any time either criticism or comment from our readers, no matter where located.