The talking machine world (Jan-Dec 1914)

THE TALKING MACHINE WORLD. 15 are not influenced by the war conditions. They are getting more for their crops than ever before, and the prices will still go higher. They will have more money to spend for home accessories, such as pianos and talking machines. They will buy more automobiles, and their good fortune will be reflected in the demand upon factories in all lines of trade. And so it goes ! The absorptive power of the hundreds of millions of people, plus the additional call which must come from Europe, is pretty sure to make this country a hive of industry and activity for months and years to come. It is not the time for pessimistic talk. The man with a grouch has no place. We have so many things in our favor that we should think of them and discuss them rather than the sad misfortunes which have befallen others. We are free from war. We have good crops — the greatest ever. We have a hundred million of people who make the best market in the world. We have good resources at our command, and all we need is just a little plain, ordinary, every-day common sense and to keep steadily at our task. Just pull strong and steady. THE talking machine business, while undergoing changes, is broadening out all the while. In fact, its development has been phenomenal, for when we compare the conditions which existed in this industry half a dozen years ago with those of to-day we must not only admit its wonderful development, and the advanced position which the talking machine occupies to-day in public esteem, but also the constant business changes which the industry has undergone. All new industries have sooner or later to succumb to certain fixed business conditions, and the talking machine trade, like many others, is gradually reaching up to a position of mercantile greatness. The relations of the jobbers and dealers are clearly denned, and it seems but reasonable to believe that the jobber cannot have two points to his business needle, so to speak. In other words, that it is not well for him to job different lines of talking machines. Concentration pays him best and pays the manufacturer best, because where he has concentrated upon particular lines he can offer no substitutes to inquiries which may come to him from dealers developed by the manufacturer's national advertising. He cannot say, "I can supply you with so-and-so," but simply one product, and that product he talks, believes in, knows its value, and all his salesmen become imbued with the spirit of loyalty towards the particular product. That loyalty always makes for business advance. That clearly defined conditions seem to have worked out in a satisfactory manner, and in our estimation there will be no radical changes in the relations of jobbers to manufacturers within the near future. With the retail trade it is different, and there is an unmistakable trend in the talking machine world to sell such products as are demanded by the public. In other words, to follow the lines adopted by the great department stores to sell that which the people call for in the line of manufactured products. That would seem to be good, sound retailing, and it is following out the public service plan in an efficient manner, which mercantile emporiums must do in order to satisfy the public needs. That is a fixed mercantile principle in all lines of trade. It does not matter whether one has a special talking machine store, music store, shoe store or a general department store. The same principle applies to all, and a number see no good reason why they should lose sales when a customer comes in and demands a special talking machine any more than a special brand of shoes or hats. The party who enters a store and asks for a particular product had that product in mind when he entered the establishment, and, of course, the salesman may try to force a substitute upon him, but in the meanwhile he weakens his position as well as his energies by attempting to convince a customer against his will. It is getting to be more and more a question of merit backed by values. A product which is generally advertised, and which possesses unusual merits, has the decided call in the public mind, and the dealers will do well to sell that product; but if another product is sought, it would simply be good merchandising to follow along the lines of least resistance and supply those products which the public asks for and desires. In the talking machine line, while there is no restricted territory, it Varies very materially from the piano business where there is restricted territory, and the piano men are exclusive representatives within certain prescribed lines. The talking machine retailer sells to all who may visit his emporium, and it therefore seems good logic to conduct a store along lines of satisfaction to the public in supplying the particular products which are called for. The dealer will unquestionably seek to follow lines which afford them increased revenues by making all sales possible. Therefore, the position of the jobber and the retailer, to our mind, is entirely distinct and separate. WE have before us an advertisement put forth by one of the large dry goods companies in a Western city in which a $100 talking machine is offered for twelve and a half cents a day, the daily payment being brought out in very heavy type to attrack readers by reason of the low cost. Such advertising does not tend to increase the value or prestige of the talking machine in the public estimation. In fact, in our opinion, it lowers its standing very materially. To advertise an artistic product for twelve and a half cents a day is belittling it, and is lowering it to a point which is seemingly unnecessary and not warranted by present conditions. The payments would amount to less than four dollars a month, and that means more than two years before the machine is paid for. The same offer also includes six double records. Now, is it good business to put forth this kind of publicity in behalf of the talking machine? We do not think so. Nor do we think that it harmonizes with the marvelous advertising put out by the great producing houses. DOME RECORD CASE Is constructed along different lines, being reinforced at the bottom with a nickel-plated metal support to keep the records in position. Holds 20 records accessible for instant use. Index shows just where each record is. Furnished with lock and key. Notice how the case Swings Open, Displaying All the Records. Furnished in 10" and 12", with a positive guarantee of satisfaction. Ask us for more particulars to-day. W. D. ANDREWS, Buffalo, N. Y.. We are also Victor Jobbers, carrying every model of Victrola in stock and an immense number of records. Our shipping service guarantees the quick delivery of goods — thirteen lines of railroads, five express companies, and also the Great Lakes boat lines. Include some records with your Record Case orders!