The talking machine world (Jan-Dec 1915)

8 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: K. P. Van Harlingen, Consumers' Building, 220 South State Street. Henry S. Kingwill, Associate. Telephone, Wabash 5774. London, Eng., Office: 2 Gresham Buildings, Basinghall St. W. Lionel Sturdy, Mgr. The Talking Machine World has regular correspondents located in all of the principal cities throughout America. Published the 15th of every month at 373 Fourth Ave., New York. SUBSCRIPTION (including postage): United States, Mexico, $1.00 per Year; Canada, $1.25; all other countries, $1.75. ADVERTISEMENTS: $3.50 per inch, single column, per insertion. On quarterly or yearly contracts a special discount is allowed. Advertising pages, $120.00. REMITTANCES should be made payable to Edward Lyman Bill by check or Post Orhce Money Order. «3T 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, JULY 15, 1915. AT this season of the year there is usually an inclination on the part of business men to slow up in their trade-stimulating efforts. Naturally, the heated season demands a relaxation, but in such times as these can men afford to shut off steam and permit their business machinery to slow down ? Every organization, whether wholesale or retail, should be so systematized that the machinery will move on during the summer season, just as well as in the winter season. It is true that not, so many men will be needed to keep the machinery in motion, but the impelling power behind should never slacken. The man who wisely makes business plans for all seasons is the man who usually wins out. Keeping everlastingly at it means nothing more nor less than showing your right to achieve success. Summer somnolence should not consume fall profits. Most of us would like to hie ourselves from our business establishments and recline on a grassy bank and watch the fleecy clouds in their blue setting above us. But does it pay? Have we not responsibilities which preclude a radical slowing up? We do not mean that every man does not require and should not have a vacation. That is necessary. That relaxation is good for the mind and is good for the body, but to what we particularly refer is the slowing up of a business organization and the directing spirit behind the move, which interpreted means, "there is no use to look for trade, there is not much doing anyhow. We may as well take it easy." We contend that is the wrong spirit. There is trade during the summer months, and in the talking machine line there is particularly good trade which may be secured. In fact, there is no other line of manufactured products which has the business possibilities during the summer season possessed by the talking machine. THE ease with which the talking machine may be transported renders it a welcome visitor in camps, on lawns and on yachts. The piano business is necessarily dull during the summer months. It means music in walled-in space which people are rather seeking to avoid as much as possible when the weather is warm and the prospects outside alluring. The talking machine as an open-air entertainer has no equal. Therefore, talking machine men, no matter where located, have business opportunities during the heated term approached by merchants in no other line. Again, there is one point which should be driven home in the minds of men interested in talking machine sales, and that is the American people spend more money in the summer than at any other season. There is a relaxation of pursestrings on the part of millions, which means an easier flow of money. There is an easy commingling of the people which means that thousands of people see other thousands spend money freely, and they go and do likewiseIt is a force of habit, and there is no reason why talking machine men should not profit largely by this condition. The right kind of summer literature, the right kind of arguments intelligently presented, should transform the usually dull summer months into a period teeming with business life. IT should be easy to present mental pictures to those who seek pleasure that the talking machine is a most companionable creation during the summer, and if all the talking machine men do their part in interesting people there will be no doubt as to the activity of the talking machine business during the summer months. Two hundred millions of American money usually spent by tourists abroad remains in the good old United States this year, and the tens of thousands whose annual practice it is to spend the summer abroad will remain within the confines of America this season. The great green way of the Atlantic does not look as inviting to them as the Great White Way of New York. It means that thousands of men and women with money will be with us, and that naturally they will want to be entertained. Here is an opportunity for talking machine men — a mighty good opportunity, and one that should be improved to the utmost. Of all men engaged in business in this country, there is less reason for the talking machine men to complain than any other, provided reasonable efforts are put forth in a business-building way. The laggards cannot sit back without effort and expect business to come knocking so hard that they cannot avoid it. Oh, no ! success is not so easy. The advertising put forth by the great creative houses is helpful to the fullest extent, but every retailer must do his part in order to reap the fullest benefit of the educational campaign. All advertising is helpful. It is advertising which has made the talking machine so popular. In other words, instead of losing time in waiting for the people to become acquainted with the charms of the talking machine in the ordinary way, the creative forces have gone at it in a most comprehensive manner, and have accomplished in ten years what would have taken half a century to have won along the old lines. That is simply an up-to-theminute conception of good business. ADVERTISING has improved from every viewpoint. It not only creates business, but it creates added efficiency in every department of life. The advertising put forth by the producer should be stimulating to every one of its representatives, no matter where located. It is the kind of force which no one can escape, and the great educational work done by the talking machine exhibitors at the Panama-Pacific .Exposition has been appreciated by visitors to such an extent that thousands have listened daily to the interesting programs. This very point should be appreciated in a business way by talking machine representatives in every section of the country. The adaptation of the talking machine to real educational effort is too frequently ignored, and the great promotional work carried on at San Francisco will have a far-reaching effect upon the trade. It will increase sales and will also increase the respect in which the talking machine is held as a new force in the musical life of the nation. DELEGATES to the Ninth Annual Convention of the National Association of Talking Machine Jobbers are now on their way to San Francisco, where the gathering will occur on the 226., 23d and 24th. From special World reports it is learned that notwithstanding the time necessary to accomplish the trip from the East to the Far West many jobbers will be present when the Convention opens in the World's Fair city. A most extensive, program has been arranged, and there will be many interesting features to charm the conventionists who are now speeding across the country to California. Eldridge R. Johnson, president of the Victor Talking Machine Co. ; Louis F. Geiss