The talking machine world (Jan-Dec 1914)

THE TALKING MACHINE WORLD. 21 We still talk the Columbia "Leader" Grafonola, because it is the biggest thing in the industry to talk about. (Write for "Music Money," a book "full of meat" for those dealers interested in quick and frequent turnover of capital.) Columbia Graphophone Company Woolworth Building, New York THE REAL REASON FOR THE SHORTAGE IN RECORDS. Present Conditions Reflect Tremendous Volume of Business That Has Been Handled and Should Be Cause for Rejoicing Rather Than for Condemnation, Says Benj. Switky, the Prominent Victor Distributer of New York — Situation Carefully Analyzed. For the past two or three months Victor dealers have suffered from a shortage of records never before witnessed in the history of the trade. This condition, which on the face of it would seem to be unfortunate, is the direct result of the tremendous record sales enjoyed by all prior to and during the holiday season. Therefore it is self-evident that there should be rejoicing instead of condemnation over the present state of affairs. A little mature reflection would prove to us that the present is no time for pessimism. Let us analyze the causes leading up to the shortage, and then try to realize what it all means. I am sure that from the analysis we will be able to draw much comfort and inspiration, and that the gloom and discontent that have enveloped the minds of some will be dispelled, giving clearer vision and more cheerful disposition; likewise, we owe it to the manufacturers to express appreciation of their valiant efforts to relieve the situation. On November 1, 1913, all jobbers' stocks were ready for the anticipated holiday demands. The record bins at the factory were loaded with hundreds of thousands of records that had been pressed (luring the summer and fall. By December 15 it seemed that nothing had been overlooked in the way of preparedness to supply the demand, no matter how great it might be. But, lo and behold, the country's record sales of the next two weeks were like the breaking loose of a fierce Western cyclone sweeping everything before it ! The standard sellers were in tremendous demand ; the dance craze, which had been gathering momentum during the several months preceding Christmas broke in upon , us like a volcanic eruption. We were prepared for an abnormal demand, but no one could foresee a condition such as confronted us on December 24. The factory poured forth its reserve record stock in tremendous shipments, but they were powerless to stem the rush of the flood. The record business of December, 1913, was unique. It surpassed all other years. A Comparison with Other Industries. Let us pause to see what we can see. What was the condition of the country in general at about this time? How were other industries faring? What was the tone of the money mart? Were stocks going up or were values decreasing? What was the condition of the labor market as a whole? The answers are all negative. In some quarters there was despair, in others gloom, and in still others uncertainty that boded no good. Capital stood idle, trembling, undecided. There were advancing clouds and distant rumblings that foretold the approach of a storm. Men were speculating as to whether the clouds would pass or whether the storm would break over their heads. All sorts of causes were blamed for the general business depression: the November elections, the tariff tinkering, the currency bills, proposed anti-trust legisla tion, international complications, the unseasonableness of the weather, etc., etc., etc. Wherein lies our lesson? It is this: The popularity of talking machines and records is so great that even unfavorable times cannot dim the brilliance of our prosperity. There seem to be no barriers tall enough or strong enough to retard the onward march of our progress. When we think of the records sold in December, 1913, in spite of hard times, what may we not expect for our harvest when the country shall bathe in the sunshine of general prosperity? There is no room for pessimism. To complain because of the present shortage is equivalent to finding fault with last December's business on the ground that it was too big. The Problems of the Factory. But some men may ask, what is the factory doing to refill the empty record bins? Very little, we must admit. This is not because the presses are idle — on the contrary, they are working to full capacity — but because the orders for the new monthly records are so great that there is very little chance left to press catalog stock. The jobbers, having discovered that they cannot count with certainty on receiving duplicate shipments on reorders of popular sellers, have adopted the plan of plunging when placing initial orders for monthly records. Instead of ordering conservatively, and then reordering every three or four weeks, they now try to corner a three or four months' supply. This, of course, works additional hardship on the factory and delays the refilling of the bins devoted to the older selections. It has been suggested that relief would be had by eliminating one of the monthly lists; but the factory does not deem it wise to withhold from the buying public for a period of sixty days certain hits that are in great demand and which should be issued as quickly as possible. Besides, it is better to give the trade records that are in immediate demand than to press a lot of staple records merely for the sake of replacing old numbers. If I had my way I would grasp the present as an opportune time for performing a radical operation upon the Victor record catalog. There are many selections in the catalog that sell so slowly that it is a waste of jobbers' and dealers' capital to carry them in stock. The needless repetition of the same selection by many different artists serves no other, purpose than to squander capital and make' retail selling more burdensome. There seems to be a feeling among the trade that the present record shortage has another and deeper significance; that the failure on the part of the factory to replenish stocks during the past three months is part of a plan to prepare for the introduction of new product — possibly a new record composition, or something of that sort. Although the factory has given assurance that such a move is not now contemplated, it will do no harm to discuss the attitude of the factory toward such a contingency. That there would some day be certain radical changes and improvements in Victor products was announced at the jobbers' convention at Atlantic City not quite two years ago. Louis F. Geissler, general manager of the Victor Co., in the course of his address made it plain to his audience that the Victor Co. was prepared to defend and retain its title of champion against all newcomers and oldcomers. I cannot quote him verbatim, but the essence of his talk was this : That the Victor Co. did not believe in making changes or issuing new product faster than the public could digest them; but that there were several hundred patents filed away for future reference of which it had not yet availed itself ; and that when the proper time came the Victor Co. would issue product that might necessitate making a bonfire of then existing machines and records. And when that time comes the trade can depend on it that everything possible will be done to prevent a radical depreciation in the value of the salability of its stocks. The Victor Co. has in the past year given many evidences of its ability to cope with situations requiring heroic treatment. The welfare of its dealers has always been uppermost when changes were found necessary. The Victor Co. can be depended upon. It has never offered a sink-or-swim proposition to its trade when important changes were imminent. Therefore, with an illustrious selling career behind us, with present good conditions prevailing, and with such bright prospects confronting, can any man say that he is justified in being aught but an optimist? A little patience at the right time accomplishes a heap of good. NEW MUSICAL INSTRUMENT Announced by J. Hoffay, of London, Exciting Much Interest in the Trade. Jose Hoffay, who is well known in the talking machine trade in the United States and South America, and who is now residing in London, makes an important announcement on page 47 of this issue of The World regarding a new musical instrument which will play every kind of disc record and in a most perfect manner. The English trade seem very much interested in this new instrument which was referred to in the London correspondence of The World last month, and great things are expected of it. NAME PLATES ~* DECALCOMAN IE GEO. A. SMITH & CO.sc 74 CORTLANDT ST., N . V.