The talking machine world (Jan-Dec 1917)

THE TALKING MACHINE WORLD 121 PLANS FOR ATTRACTING TALKING MACHINE TRADE Some Interesting Suggestions on How to Attract People to the Store That May Prove of Value — Taking Advantage of Visits of Noted Artists— Other Valuable Hints "Special Plans for Attracting Trade" is the title of the following interesting article appearing in "Merchandising Helps for Victor Dealers," a valuable publication issued by the New York-Chicago Talking Machine Co., Victor distributors : "Among the many plans that have been used by Victor dealers to attract people to the store we have space here only for a few, but these will serve as suggestions — a foundation upon which you can construct business-bringing plans of your own. "One reason why people do not come to your store to-day is because they can come to-morrow or the next day just as well, and so since they can come any time, to-morrow and the next day become next week and next month and finally, in many cases — never! All of these special plans are designed to get immediate action, and so the attraction advertised is always stated to be for a certain day, or a certain hour, just as department stores feature in their advertisements certain goods than can only be purchased 'to-morrow' or 'from 10 to 12.' To get business to-day you must get the crowd to-day. "Free entertainments of any kind are attractive and hence many Victor dealers send out at frequent intervals to machine prospects and record customers invitations to talks on the operas, or to an hour with some celebrated singer. The day and hour when opera or singer will be featured is> stated in the invitation. To serve as an introduction to each record and to keep the audience in touch with the story some member of the sales organization posts himself on the opera that is being presented and describes the action of the piece during the interval between the playing of each record, or the story itself can be read to .the audience from the Victor Book of the Opera. "If the records of some famous singer are being featured the speaker prepares an interesting talk on the artist in question, the author of the song, the composer, etc. Sufficient information for the preparation of these little introductory talks will be found in the complete catalog of Victor records, in the Book of the Opera and in your file of the Voice of the Victor. "When some famous artist or opera company is billed to appear in your city feature the records of the singer or the opera in your window for a week before the performance and use photographs liberally in your window display, also the special window cards and other display advertising matter that you can secure from the manager in charge of the tour. "Invite your customers by special invitation or newspaper advertisements to daily concerts at stated hours giving them a list of records that will be played. "Include printed slips in all packages sent out from your store a week before and after the opera or concert, reading: 'You can hear John McCormack on the Victor whenever you wish' — assuming that John McCormack is the artist who is billed to appear in your city. "If your city ordinance permits of it suspend a painted banner across the street in front of your store, reading: 'Alma Gluck will appear in but one performance at the Opera House. You can hear her many tirrres at home — but only through the Victor.' "In short, whenever the people of your city are interested in a particular musical treat seize that opportunity to remind them that all the world's greatest musical masterpieces can be enjoyed over and over again, at home, through the medium of the Victor. "The managers of moving picture houses have found it profitable to give special performances for children (usually on Saturdays from 10 to 12) when films picturing fairy tales like 'Jack and the Bean Stalk,' 'Alice in Wonderland,' etc., are shown. There is a suggestion in this for you. "Invite mothers to bring the little ones to your store at a stated time on Saturday morning and promise them an enjoyable 'Children's Hour with the Victor.' You will find among the records of Elizabeth Wheeler, Olive Kline, Elsie Baker, Christine Miller, Pauline Potter and Georgene Faulkner, dozens of selections that will amuse the children and their parents, too." PAR=0=KET RECORDS IN DEMAND Kansas City, Mo., May 7. — Richards & Conover, hardware jobbers of this city, report a ready sale for Par-O-Ket records in this territory. There seems to be a steadily increasing demand for a first-class, medium-priced record and the dealers are apparently well satisfied with the tone quality of this record. The Steinola Phonograph Co., of this city, has recently issued a catalog featuring its line of machines, a full page of which is devoted to Par-O-Kets, which are distributed in this territory by the Steinola Co. NEW MUSICAL SETTING OF AMERICA The Paroquette Record Manufacturing Co., New York, has called the attention of its dealers to the fact that its new list for May contains the record of the national anthem "America" set to new music. This setting has had wide acceptance by patriotic organizations all over the United States and was sung recently by the Daughters of the American Revolution at their National Congress. It is now being used regularly by a large number of schools, colleges and community choruses, etc. This new arrangement was composed by James J. McCabe, district superintendent of schools in New York City. The vigor and simplicity of this new melody is winning favor. ICKERINGS PITTSBURGH, PA. PATHEPHONES and RECORDS THE KIND Of SEgygrj^^ TO