The talking machine world (Jan-Dec 1916)

100 THE TALKING MACHINE WORLD The exclusive Columbia models include a number of the most artistic designs in the field— in finish and workmanship— a compliment to any home. C Write for "Music Money", a book "full of meat" for those dealers interested in quick and frequent turnover of capital.) Columbia Graphophone Co Woolworth Building, New York BIGGEST HALF OF YEAR TO COME Confidence Born of Enthusiasm, the Keynote of Successful Victor Business, Will Secure Big Profits for Those Who Go After Them The year is almost half gone! It is only a fewweeks since the general manager announced that business with us was per cent, ahead of a corresponding period last year. That's how it is with us, or was then. Since then it has increased still more, but the question is: How is it with you? The other day we asked the contract department for information as to establishment of new dealers, and the answer was: "We are turning down applications by the hundred." That is done because it is absurd to establish new dealers when you cannot supply existing dealers with all the product they could use. In the past few years we have spent millions of dollars — actually millions — in increasing our output. It is evident, then, that a good many people must be making a lot of money out of Victor product. But the question is: How is it with you? It's a fine thing, a splendid thing, to be engaged in a business with a line in which the demand is always many laps ahead of the supply; but the question is: Are you making money out of it? If you're not, it's up to you to begin to ask why — for there are thousands of people who are. They are the dealers who rise above oldfashioned ideas and conduct their Victor business with the courage born of enthusiasm. The public can't be fooled very successfully. They know just as well as the dealer knows whether he's got confidence in his business or whether he hasn't. If they find that he hasn't, why then they lack confidence too, an4 business which could be had easily by a dealer who had the required amount of confidence and enthusiasm, will go to seed if the dealer lacks those necessary qualities. When you've made up your mind to buy anything, from a hat to a hobby horse, do you deal with a piker? You do not. You go to a store that is a store, that carries a stock which permits you to exercise some choice and where you believe the people know something about the goods they handle. "For the Colonel's Lady and Judy O'Grady Are sisters — under their skins" wrote Rudyard Kipling, and we are disposed to think he knew what he was talking about. Human nature is very much the same, whether it is being blistered in the Sahara or petrified in Iceland, and when you want to know how things look to the other fellow, the best way to do it is to ask yourself how they look to you — because under the same sort of conditions, all men and women will act in pretty much the same way. People won't trade at a store that doesn't inspire their confidence. There are several elements which contribute to that necessary building up of confidence. First of all comes stock, then appearances, service and so forth. When a man intends to let go a fistful of good "iron men" that he's earned by the sweat of his brow, he wants to feel that he'll get the best that's to be had for the money, and sure as fate he'll begin to back toward the door if the stock looks small. He feels that he'd get a better choice elsewhere, and so you have an unnecessary obstacle to overcome which was erected by your own bad judgment in not doing business in a big way. We learn slowly, but the dealer with only a few years' experience must have found out by now that any good business man who is willing to go after Victor business in a big way will reap a rich harvest. This is a statement which can be verified with the utmost ease. Big as the first half year's business has been, there is still a bigger to be won from the last half of the year, and that is why we want to say to every individual dealer — How is it with you? — Voice of the Victor. MADE TIMELY WINDOW DISPLAY How Klaye Bros. Utilized Window in Connection With Mobilization Movement La Crosse, Wis., July 7. — An excellent example of a timely and attractive window display is shown herewith. This window was used by Klaye Bros., 205 Main street, at the time the National Guardsmen left LaCrosse for the Klaye Bros.' Window, La Crosse, Wis. mobilization point. A city holiday was declared at that time, and the window attracted considerable attention. Klaye Bros., who have handled the Columbia line of graphophones and records for some time with pleasing success, are "live wires" in every respect. In addition to using timely and effective window displays, they are also extensive newspaper advertisers, and their copy is prepared with careful attention to every detail. They have built up a profitable Columbia clientele through the use of this advertising and the efforts of a capable sales organization. The W. H. Marion Music House, of Mt. Airy, N. C, is featuring the Columbia Grafonola with great success. John M. Dean Corporation Putnam, Conn. Manufacturers of Talking Machine NEEDLES Dean Service covers every essential need in talking machine needles. Needles furnished in bulk or in special packages. Quality needles only.