The talking machine world (Jan-Dec 1915)

62 THE TALKING MACHINE WORLD. The Trade In New York City And Vicinity There is optimism a-plenty in the New York talking machine trade at the present time, due to the fact that October was one of the best, if not the very best, months that the industry as a whole has ever experienced. Distributers and dealers alike closed an excellent business both in machines and records, and judging from the confidence that abounds on all sides November will even be ahead of October. There is a general shortage in machines of all grades and prices, this shortage having grown considerably during the past month, due, of course, to the steady active machine trade that the dealers are closing, and also in a measure to the fact that quite a number of dealers neglected to order their fall stock well in advance of their usual ordering date, thereby ignoring the suggestions of the factories and the distributers. In common with September's business, the machines retailing in the neighborhood of $75 and $100 are more scarce than the cheaper or most expensive models. This is usually the case when machines are short, the public, as a rule, showing a preference for the moderate priced machines in the fall and holiday seasons. The record situation is in splendid shape, the dealers receiving practically 100 per cent, of their record orders from their distributers. It was freely predicted early in the summer that the factories would be in a position to handle their record trade with exceptional promptness this season, and these predictions have borne fruit. Standard records are proving the best sellers, with a sprinkling of onestep and waltz records. High-class selections are meeting with a steady sale, and with the start of the operatic season there is certain to be a greatly increased demand for this special class of record. No matter what you do you can't get enough machines for your needs. But record business is unlimited. You can get records now. Don't overlook this opportunity. Place your orders at once and provide against losing any record business. (Co M ESTABLISHED 1834 ■ F0OTTIHI AVEe, MEW YORK Great Advertising Campaign. A feature of local activity in the talking machine trade the past month has been the remarkably large amount of advertising carried by the dealers. This advertising will doubtless continue until Christmas Day, as it has been increasing week by week. The leading and most successful members of the trade are represented in this publicity, together with a large number of smaller dealers, who are securing splendid returns from their advertising. In fact, t.ie number of dealers now advertising in the daily newspapers is far greater than at any time in the past. Every section of the city is represented in this publicity, and advertising solicitors for several of the newspapers have fostered and promoted campaigns whereby a group of dealers may advertise in conjunction with one of the factory's advertisements or in combination together at a very moderate rate. The strength and stability of the talking machine trade is well evidenced in this publicity as differing radically from the publicity used by other retail trades ; there is no attempt to knife one another with cut prices and damaging assertions, but straightforward business announcements devoted to the merits of the products advertised or the service which the individual advertisers are prepared to render. The Benefits of Co-operation. The New York Talking Machine Co., 119 West Fortieth street, closed the best October in its history, thereby keeping pace with the excellent sales registered since the first of the year. The extensive co-operation which this company is rendering its dealers is reflected in the consistent growth of its business, and many of the ideas introduced have enabled Victor dealers to add materially to their profits. The company is in close touch with its dealers throughout the East, R. W. Morey, general manager of the concern, having visited a number of representatives in Philadelphia and the nearby territory last week. His reports of conditions ill the "Keystone State" are most enthusiastic, as he found Victor dealers enjoying a period of general prosperity. A. T. Doty, one of the company's traveling representatives, during the course of the month made one of his usual Southern trips, returning with a well-filled order book and a firm conviction that the South has entirely recovered from the temporary depression it suffered last year. As a matter of fact Victor merchants in the South were least affected of any industry by the commercial setback at the outbreak of the war, and found a ready market for Victrolas and Victor records at all times. , Closed Most Successful Month. "The October we just closed was far and ahead the best we ever experienced," said R. F. Bolton, district manager of the Columbia Graphophone Co., with headquarters at 83 Chambers street, New York. "It proved to be the most successful month in the activities of this establishment, showing a gain of more than 15 per cent, over last December, our previous high-water mark. The demand for machines and records is pretty well spread out, the call being evenly divided among the many models in our line. The response to our new form of record supplement which was inaugurated with the November list has been very gratifying, increased record business being the order of the day in all sections of our territory. This new supplement seems to have taken the trade by storm, and a number of our dealers have referred to it in the highest terms of praise, attributing a considerable portion of their increased November record sales to the artistic and sales force of the new supplement. Collections the past few weeks have been unusually good, indicating the healthy financial status of the dealers' affairs." Celebrate Edison Week. Edison Week, which was generally celebrated by the trade throughout the country during the week of October 18-23, was fittingly observed by {Continued on page 64.)