The talking machine world (Jan-Dec 1915)

10 THE TALKING MACHINE WORLD. LIVELY HOLIDAY TRADE ANTICIPATED IN CANADA. Dealers Well Prepared to Take Care of Unusual Demand — Elaborate Advertising and Window Displays the Rule — How Various Dealers View the Trade Situation — New Retail Houses — General Talking Machine News of Interest from Across the Border. (Special to The Talking Machine World.) Montreal, Can., December 8. — The returns in Montreal quite evidently justify all the enterprise and all the hopeful activity that the retailers who feature talking machine departments have put into effect to secure business this season. Backed by the publicity enterprise and other selling helps of the manufacturers and distributers, the retailers' efforts have been directed at a readily responsive public. The Canadian Graphophone Co., of this city, wholesale distributers for Columbia products in the Province of Quebec, states that it is placing a large number of the more expensive types of Grafonolas, indicating that dealers in every section of the Province anticipate a lively and profitable Columbia trade. "The advertising now appearing in the local dailies has succeeded in creating a still greater and wider demand for these goods," said the Canadian Graphophone Co. After spending a month at the local plant of the Berliner Gramophone Co., Ltd., familiarizing himself with its lines and policy, A. G. Farquharson has returned to Toronto, where his headquarters will be with His Master's Voice Gramophone Co. until December 1. He then removes to Winnipeg in the capacity of manager of the Western Gramophone Co., distributer in the West of Victor and Berliner lines. E. van Gelder, of I. Montagnes & Co., which firm is Canadian distributer of the Sonora phonograph, reports gratifying results from his efforts in placing Sonora agencies. Montagnes & Co. announce a policy of exclusive territory to dealers. The Sonora is shown at a considerable range of prices, and can be had with electric motor. The magnet which attracts so many eyes to the show windows of the various stores of the Berliner Gramophone Co., Ltd., apparently is due not only to the method and originality of window dressing but principally to the attractive arrangement of the different models manufactured by this firm. The coming appearance in Montreal of Mischa Elman, the famous Victor artist, will undoubtedly create a large demand for this artist's renderings. W. J. Whiteside is now featuring a full line of Columbia Grafonolas and records in this city. The Berliner Gramophone Co., Ltd., has voluntarily contributed $500 in aid of the Red Cross Society in Montreal. Charles Cubross, of this city, has been appointed Canadian distributer for the Cortinaphone Method of Language Study. The majority of Montreal dealers are now using printers' ink very freely, featuring talking machines as the ideal Christmas and holiday gift. Layton Bros., in the recent window contest of Edison dealers during Edison Week, have been advised that they have been awarded fourth prize. Some Montreal dealers claim that it is a question as to whether, at this particular season of the year, it pays to feature recitals. It being so near Christmas, they claim that the average person will not take the time to be entertained for an hour or less, while on the other hand some dealers state that in their opinion recitals during the month of December are productive of profitable business, basing their claim on the assumption that the main thing is to induce the purchaser to come to the store. That done, it is then easy to get and hold their attention, and it brings to the mind of the buyer the many possibilities and enjoyments a talking machine would bring as a Christmas gift. In speaking to one representative Montreal dealer he voiced his opinion that altogether too much attention in the past has been given to featuring machines, and not enough publicity has been given to the selling and advertising of records ; not so much the artists featuring the different makes of machines, but the comparisons of records along educational lines — why one make is so much superior to the other. Layton Bros, are fully stocked in anticipation of doing a large holiday business in Edison and Columbia machines. They state that Edison business has been particularly good, especially in the demand for the higher priced models, while the less expensive types are being sold in large numbers to men earning anywhere from $25 to $100 weekly in the manufacture of shells. Can a talking machine department situated on the fifth floor of a public building and reached by elevator be made to pay and show a profit? The average dealer will say no, only basement and particularly main store entrances are profitable. Yet it has been proved otherwise, and if you are in doubt as to how it can be done and is being done, simply write or ask Norman F. Rowell, manager of the Victrola department of C. W. Lindsay, Ltd., Montreal. This gentleman's zealous enthusiasm for Victor quality together with a most pleasant nature, has won for him a big success. With the Lindsay Co. the Victrola Model II seems to be the popular seller. Good inquiries exist for the electric Model XVI, and several sales are pending in this direction. Gerhard Heintzman, Ltd., of this city, has taken on the Sonora representation in addition to the Columbia line. C. W. Lindsay, Ltd., in one of its recent Saturday afternoon recitals in the Ottawa branch, featured the electric Victrola and the Apollo piano. The Cecilian Co., Ltd., of this city, has completed arrangements whereby it will feature the Sonora line. The R. S. Williams & Sons Co., Ltd., in its Hamilton, Ont, branch, recently featured an invitation Victrola and Edison recital, assisted by Miss Ethel Clowes, a promising young violinist. The Nordheimer Piano & Music Co., Ltd., has opened a new Victrola parlor with a number of demonstrating rooms in its new Hamilton branch. ""THINK, of this! Nearly an acre of floor space right on * State Street in the best section of Albany, which could be devoted to stocking Victor machines and records. Hundreds of thousands of records could be put into this place, and we intend to keep our stock of records in such a fine shape that dealers even from remote locations will be sure of getting records at the G-H station. Albany is now on the map for fair; it has shown that the many dealers of this territory CAN get the proper Victor service here, and as the months go on, you will find that "Albany — for Capital Service" — means a whole lot. GATELY-HAIRE COMPANY John L. Gately, President James N. Haire, Treasurer Albany, N.Y. Albany-for CAPITAL Service