The talking machine world (Jan-Dec 1915)

54 THE TALKING MACHINE WORLD. The Trade In New York City And Vicinity The use of superlatives has been so general the past year in describing the activities of the local talking machine trade that it almost seems a matter of course to record that the most recent month was a record breaker and far ahead of any other month of the year. With the splendid start which the dealers had made in their summer and early fall business, it was freely predicted that November would be the best month to date in 1915, and this prediction was correct. November was an excellent month from every standpoint but one, and that was the shortage of machines and records. The shortage of stock has reached an acute stage at the present time, and some of the dealers in New York and the near-by territory are conducting their business with only one machine of a style in stock, and that has been sold several times over. The retailers are promising their customers that deliveries will surely be made before Christmas, and these promises have resulted in a bombardment of the jobbers' stock fortifications both in machines and records. Remarkable Local Advertising. The most noteworthy feature of local trade the past month, aside from the stock situation, has been the phenomenally large amount of newspaper advertising used by all divisions of the talking machine industy. It is safe to say that during the period of November 10 to December 10 there appeared in the local press more advertising than during any similar period in the history of the local talking machine industry. The leading manufacturers have inaugurated general campaigns intended to educate the public to the true musical prestige of the talking machine. The retailers have realized the advantages of being associated with these campaigns and are using individual advertisements of considerable size to emphasize their particular ability to cater to the holiday trade Service is the keynote of this advertising, and a goodly percentage of the copy used is calculated to produce both direct and indirect results. , Efficiency Department's Activities. The New York Talking Machine Co.'s efficiency department, which is under the personal management of Sales Manager Moody, has been accomplishing some noteworthy results the past few weeks, and the co-operation which this Victor distributer is rendering its dealers is well worth mentioning. Two recent plans evolved by this department will give a fair idea of its scope and activities. The company found, through investigation, that the average Victor dealer in a small town is not in a position to have circular letters printed in a true imitation of typewriting turned out in his own town, owing to a lack of adequate facilities. The efficiency department accordingly informed the dealers that if they would send it their letter-heads it would prepare a suitable letter and run the circulars in as low quantities as 100 copies for the dealer and send them back to him for mailing. These 100 circulars cost the dealer only 50 cents, while the actual cost of composition in the letter is more than $2. The company is enabled to make the dealer this price owing to the fact that it can keep the form of the letter standing and only make slight changes for the dealers' names, thereby getting them at a very low rate Another unique plan introduced by this efficiency department was the formation of a series of sales slips which will enable the talking machine department to keep an accurate record of the record purchases of every individual customer. Three slips are included in this system, which are colored white, yellow and card stock. The white one is given to the customer after the sale, the yellow one to the bookkeeping department, and the card stock is the property of the talking machine department. This latter card, when filed in back of the customer's name, will enable the manager of the talking machine business to know at a glance just what amount or class of records a customer is buying, his likes and dislikes, and, in short, furnishes an invaluable record of every sale. This information can be used to develop record business along the most desirable channels. These sets are furnished the dealers at $3.50 a thousand sets. November a Record-Breaker. "November was the best month in the history of this business," said R. F. Bolton, district manager of the Columbia Graphophone Co., 83 Chambers street, New York. "The sales totals were far in advance of last December's business and broke all previous records, notwithstanding the great shortage of stock. A feature of our November business was the steady demand for our new electric machines, which were only introduced a short while ago. These machines are proving very popular with our dealers, and as the electric motor is absolutely reliable and, in common with other Columb.a products, fully guaranteed, our representatives have been able to institute aggressive campaigns to push their electric machine line. The new price of the Columbia 'Grafonola Grand,' $350, is proving quite a magnet for increased sales, and we expect a heavy demand for this instrument in 1916. Collections have been remarkably good, and the dealers are moving their goods in the right direction. Terms seem to be better than ever before, and the situation as a whole is very gratifying." New Pathe Shop Closes Excellent Business. Referring to the first month's business of the new Pathe Shop, 487 Fifth avenue, handling the products of the Pathe Freres Phonograph Co. exclusively, L. S. McCormick, manager of the store, said : "The past month's sales have been exceptionally satisfactory, being far ahead of expectations. Pathephone and Pathe disc business both shared in this trade, and many out-of-town people have been numbered among our patrons. The call for machines at first favored the $100 Pathephones, but has gradually changed until to-day the greater proportion of trade is with the $200 Pathephones. All classes of records are in demand, with the trade favoring the operatic selections. In order to keep pace with our record trade we have been obliged to frequently use our recital hall for demonstration purposes." Recent additions to the Pathe Shop sales staff include William Thornton and H. Luckes. Predicts a Tremendous Record Shortage. "Our sales for November showed an increase," said J. Newcomb Blackmail, president of the Blackman Talking Machine Co., 97 Chambers street, New York, Victor distributer, "but nothing like it would have been if machines had been received from the factory as anticipated. Of course, our business must be regulated by our shipments from the factory, and just now it is only a matter ox how much goods we are receiving in order to ascertain our sales figures Our record stock has been in excellent condition and we have been filling from 95 to 100 per cent, of our record orders. In some of the very late selections, however, a shortage is inevitable, and it looks to me as though many dealers are relying too much on the fact that they are getting excellent record service, and that without doubt within a few days the enormous demand will completely change the record situation. We believe we are fortified to every reasonable extent, but predict that the record advance business starting now and for the next three or four months will surpass anything in the past. It therefore behooves every Victor dealer to look well into his record stock and not be misled by conditions of the past few months." The Blackman Talking Machine Co. has inaugurated a number of improvements in its warerooms, offices and shipping floors the past few weeks, one of which included the installation of an indirect lighting system, which makes the working conditions ideal in every section of the three double floors. Inaugurates Locsl Advertising Campaign. The Columbia Graphophone Co. launched the early part of November a local advertising campaign of far-reaching proportions. Large-sized space is being used in all the leading newspapers, and recent copy has contained the names of many of the dealers in local territory. The length of this list furnishes a significant indication of the remarkable growth in popularity of the Columbia line in New York City and the adjacent suburbs. In every section of Greater New York prospects can find a Columbia dealer near at hand and equipped to serve them thoroughly and promptly. The advertising copy used by the company is essentially educational, "tone" being the prime factor in quite a number of the advertisements. The copy is producing excellent results for the dealers, who are enthusiastic regarding the benefits they are deriving from the campaign. Wholesale Trade Exceptionally Good. The Edison Shop, 473 Fifth avenue, New York, which is owned by the Phonograph Corp. of Manhattan, has regained its normal appearance after a period of renovation and redecoration. The new lay-out of the building provides for double the number of record rooms previously available, as both the second and fourth floors are now being devoted to record purposes. A complete stock of Edison cylinder records is kept at hand in addition to the complete Edison diamond disc stock. The third floor is given over to Edison diamond disc phonograph display and demonstration purposes, while the general offices of the company are located on the fifth floor. Every foot of floor space is now occupied to advantage. Referring to general conditions, George L. Babson, general manager of the company, said : "Business was very good in November in both our wholesale and retail departments. Wholesale trade in particular was splendid, and a feature of our business was the opening of several very desirable accounts. One of these stores will be opened in the very near future at 160th street and Broadway, and will be one of the finest talking machine establishments in New York. Shipments from the factory are very satisfactory, and our stock is pretty well rounded out to serve our dealers for the holidays." Install New Demonstrating Rooms. Jacob Doll & Sons, 116 West Forty-second street, New York, have several plans under way whereby their Pathe department will receive excellent representation. Artistic demonstration booths have been ordered, and a complete stock of Pathephones and Pathe discs will be kept on hand at all times. Frank Hamilton Jones, the recently appointed general manager of the Jacob Doll & Sons retail stores, is a keen admirer of the Pathe products and expects to launch an aggressive sales campaign on behalf of these machines and records during 1916. RECITALS INTEREST PUBLIC. Owens & Beers Arrange for Saturday Recitals in Which Prominent Artists Will Appear. Owens & Beers, Victor dealers at 81 Chambers street, New York, are evidencing their progressiveness by giving a series of informal concerts in a handsome recital hall, which they have tastefully decorated. The first one of these concerts was held the last of November, and it is planned to give them daily until Christmas and probably later. Admission to the concerts is free, and a feature of this series of recitals will be the appearance of prominent Victor artists, who will render several solo selections and also sing in conjunction with their Victor records. Among the artists presented at these recitals were Miss Mabel Struck, a coloratura soprano of prominence, and John J. Kimmel, the famous accordeon player. The recitals to date have been successful, capacity audiences being the rule. DO IT NOW! DON'T DELAY PUTTING OFF SEEING YOUR CONGRESSMAN SO THAT HE MAY KNOW THAT HE WILL HAVE YOUR SUPPORT IN THE ADVOCACY OF THE STEVENS BILL. GIVE HIM THE REASONS WHY.