The talking machine world (Jan-Dec 1914)

THE TALKING MACHINE WORLD. 33 KOERBER-BRENNER CO. BROUGHT INTO PROMINENCE As Exclusive Victor Jobber in St. Louis, Mo., Through Retirement of Aeolian Co. from Jobbing Field — Well Equipped to Supply Demands — Review of Business Situation — Silverstone's New Concert Hall — Activity with the Columbia Co. — Other News. (Special to The Talking Machine World.) St. Louis, Mo., October 10— Talking machine dealers are very well pleased with the condition of trade here, considering the general state of business. From jobbers it is learned that the business for September for the city was nearer than within 20 per cent, of anticipations of what it should reach before the war interfered, and that the record business has held up very well indeed. The fact that people still are buying machines has been more or less of a surprise to dealers when they hear the complaints from other lines of business. The bulk of the machine business is on high-priced instruments. The country business has held up very well, indeed, and taking it as a whole, the trade has been surprisingly good. As to collections, the? trade is a unit in saying there has been little or no faltering among those pledged to weekly or monthly payments. All of the talking machine men appear to be unanimous in believing that the war distress will be short-lived, and as soon as the industrial world can right itself under its forced new bearings, which will be very soon, there will be rapid recovering and that business will go on with a boom that will enable them to outstrip previous records for sales. It is rather curious that the talking machine men are extremely optimistic, while in so many lines there is pessimism. This may be due to the influence of the music that they hear constantly, who can tell? If it is, perhaps it would be well to distribute some talking machines among the bankers and financiers, who continue to take the gloomy view of everything. The feature of the talking machine situation here this month was the withdrawal of the Aeolian Co. from the jobbing trade and the addition of the Columbia line to the retail department at Aeolian Hall. The notices to the trade announcing the withdrawal of the company from the jobbing business was made on October 1. Mark Silverstone, president of the Silverstone Music Co., recovered from his severe attack of hay fever sufficiently late in September to make a business trip to some of the larger cities in the South, and says that he was not at all impressed with the stories spread through the North of distress in that section. He found Memphis and other cities that he visited busy and alert and the merchants preparing for a good winter trade, and that his orders were better than he had reason to expect when he left home. At least he found confidence much greater than he anticipated. The first of the month saw the finishing touches put onto the new concert hall and main floor demonstration booths in the Silverstone warerooms and the general appearance of the store is greatly improved thereby, having lost the onesided appearance that was so prominent while booths were ranged on only one side of the room. But the visitor must get into the concert hall to appreciate it. It seats more than 30 persons in roomy, comfortable wicker chairs, has concealed lighting system and perfect ventilation supplied by ceiling ventilators and an electric fan driving the air outside through a flue. The most artistic touch, however, is given by an art glass background to the stage, where a handsome Edison disc machine stands. This art glass background extends from the floor to the ceiling curve and is composed of two sections, the upper of which contains the name "Edison" in letters about twelve inches high and extending across the stage. The lower panel is composed of musical decorations, NEW JERSEY PRICE TALKING MACHINE CO. VICTOR DISTRIBUTOR (Exclusively) We can supply ALL your wants on time. NEWARK all done in soft, restful colors that are sufficiently contrasted to be decorative, but not enough to distract the attention of the auditor. It is the plan to use the concert hall at all hours of the day to demonstrate the weekly lists of records and such other numbers as are requested by those present. The concert will be continual during business hours if the attendance warrants. More than 30,000 invitations are being sent to the best homes in the city. One of the notable sales at the Silverstone store last week was that of a $150 machine to a customer who a few months ago bought a $400 instrument. The higher priced machine occupies a place of honor in the music room of the customer's 'handsome home and the $150 one will go in the ballroom on the third floor. The withdrawal of the Aeolian Co. from the Victor jobbing trade here has brought the Koerber-Brenner Music Co. into prominence, as to them falls the jobbing business of this field, an unexpected development to them and to the retail trade generally. This happens also at an opportune time, as the Koerber-Brenner Co. only a few months ago decided to give up its small music goods trade and devote its entire attention to the Victor line, so it has available exceptional facilities in the way of office force and warerooms to meet with this demand. Also the Koerber-Brenner Co. recently undertook an aggressive selling campaign and stocked up accordingly, hence it has an exceptional stock to meet any additional demands. In speaking of the situation, E. C. Rauth said : "Naturally we regard our present situation as something of an obligation upon us to meet all of the demands of the trade in this section and we will strain every resource to care for additional trade that may fall our way. We will have the stock and will add to our organization in anyway that may be necessary to fulfil any implied organization that may see fit to come to us as selling representatives of the Victor Co., as we regard ourselves as a part of the organization and as the connecting link between the factory and the retailer. We would be unworthy of the Victor organization if we did not provide at once for the meeting of all unusual and perhaps unexpected demands. "While, of course, we welcome the opportunity to extend our trade and gladly welcome new customers, our connections with the Victor Co. are such that we place the meeting of the demands the company's retailers may make upon us above the mere commercial extension, for the present at least. We want any part of the trade in this section to feel that we are obligated to meet their demands just as much as though they had been our customers, for we regard a Victor obligation as our obligation." At the Columbia warerooms Manager Reid says that the wholesale end has held up surprisingly well and that collections are better than general business talk would indicate. He has concluded, after hearing the tales of men in other business, that talking machine men are to be congratulated. Mr. Salmon, of the wholesale sales department, returned early in the month from North Missouri and reported a very good trip and the farmers in that grain section well pleased with their present condition and the financial prospects. Mr. Bennett, also of the sales force, remained in that section to close up a number of deals. For the present the Columbia is not seeking new business in the cotton and lumber country to the south. "Of course business just now is hard to get, but my experience has been that there is a way to get it," said Mr. Reid. "Just now we are putting in our best licks where we believe that business exists and that it is possible to close*it up. We are sending our jobbing salesmen into sections where they have money to buy talking machines and we are making gains there. At Your Service fail day VICTOR DISTRIBUTORS EXCLUSIVELY Connect Yourself with the Progressive House who will be glad to advise you how to obtain more retail business. OUR POLICY "No account accepted unless perfect service can be assured." Automobile service in New York City will insure our dealers prompt delivery. Motor suburban service will insure out-of-town dealers earlier deliveries. VICTOR Contracts are now ready lor mailing to those dealers who wish to take advantage of our perfect service for the coming season. Our representative will gladly call upon request. WHAT YOU WANT WHEN YOU WANT IT ALWAYS IN STOCK 563 FIFTH AVE. INC NEW YORK