The talking machine world (Jan-June 1919)

74 THE TALKING MACHINE WORLD May 15, 1919 The Columbia Turkish Orchesta*a plays the Novelties lor June— the "Veil Dance" and "Turkish March/* They'll make your customers talk Turkey. E-4221. Columbia Graphoplione Co. NEW YORK CONDITIONS IMPROVING IN MILWAUKEE TRADE Stock Situation Getting Back to Normal Slowly But Surely— Steadily Growing Demand Contradicts Predictions of Business Slump — How Various Leading Houses Are Operating Milwaukee, Wis., May 10.— Just six months liave passed since the armistice was signed and in that time the talking machine business in Milwaukee and throughout Wisconsin has flourished as it never did before. Undoubtedly it would have assumed even more remarkable proportions but for the fact that dealers and jobbers were able to get only a percentage of their requirements from the manufacturers, and the factories were able to accept only a part of the orders because it takes time to get industry back to a peace basis. At this time it is apparent that manufacturers have made excellent progress in the direction ol getting back to a normal production of regular lines. Yet the production, growing as it is, does not yet seem to reach more than part way in satisfying the increasing demands of the public. The immediate situation in the local retail field is as surprising as it is gratifying. In the main, predictions that there would be an after-war reaction have proven incorrect. Business has grown better instead of easing up. While it is manifestly unfair to compare the state of business at the middle of May to that at the middle of December, it must still be said that mid-spring demand is relatively as active as at that time. If business men are to take a "cue" from the Victory Liberty Loan campaign now closing they can hardly help but feel that more of the dire things predicted about business slumps during the "reconstruction" period are coming true. In Milwaukee and Wisconsin the Victory Loan brought forth the largest over-subscription of any of the five campaigns, and solicitors are unanimous in declaring that the spirit of subscribers was far more exuberant. All of which must be taken as an indication that the public purse is well-filled still, and open. It is open to the dealers in reproducing instruments, records, etc., judging from the activity. It is confidently believed that the remainder of the spring season and the coming summer will be active periods for the trade. Besides the many who have been disappointed in getting the machines of their selection, due to shortage of stocks in the last six months, there are in prospect hundreds of buyers who have been holding oS because of the knowledge that goods are scarce, or who have been hoping that prices may decline. They can now get the goods and know that prices will not drop for a long, long time. "Wh en we, catch up with orders we shall be able to say that business is good; in the meantime there is too much worry about satisfying our dealer ^rade to keep the mind in repose," is the manner in which Harry A. Goldsmith, J. H, Ellis Patentee and Manufacturer of The Ellis "Music Master" and "Melodious" reproducers Mail Address P. O . Box 8 8 2 Milwaukee, Wisconsin The ELLIS REPRODUCER is beautifully mellow in tone but "It's loud enough for a large hall, yet splendid for a small room." "I have used your Ellis reproducer for about two years and find it a decided improvement over any other type." "Same is giving perfectly grand results." "Mine has proved good in every way advertised and more besides. . . . Send two more gold plated, for my friends who heard mine. . . . Postal Money Order for $24.00 enclosed." "I want to say that I am more than pleased with it." Above four testimonials are quotations from customers' letters received in two days last week. A recent order from Flanner-Hafsoos Music House reads, "Send us twenty-five gold plated Ellis reproducers — quick — rush." (One order from this concern was for 160 nickel plated.) Testimonial letters are received from all parts of the United States, Canada, South America, etc. The "ELLIS REPRODUCER" MAKES GOOD. "It improves with age." "The more you use it the better it is." IT IS FOR MUSIC LOVERS but it does good work on rag time and jasz, although music lovers are your real prospects. Weight less than 4 ounces. Nickel Plated ... $10.00 Heavy Gold Plated . $12.00 DISCOUNTS TO DEALERS iiiiiiiiiiiiiiiiiiiiiiiliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiuiii»^ mil secretary of the Badger Talking Machine Co., Victor distributor, characterizes the situation. Although stocks are coming through in increasing quantities, demands of dealers continue to grow relatively faster, and Badger warehouse floors are as bare as ever. Mr. Goldsmith looks for improvement from now on, not only in the supply but in the demand. Charles J. Orth, distributor of the Puritan, is experiencing gratifying success in the promotion of this line. To handle the rapidly increasing trade Mr. Orth now has two men who do nothing but travel the Wisconsin territory to look after Puritan business. They are Adam C. Schroeter and W. H. Heise, who have been dividing their time between road work and duties at the Milwaukee wholesale and refail establishment. An indication of the interest which has been aroused by Mr. Orth's progressive merchandising policy is the fact that a few weeks ago M. E. Smith & Co., Omaha, Neb., Puritan jobber in Nebraska, sent two delegations of staff representatives to Milwaukee to study Mr. Orth's system. The Yahr & Lange Drug Co., which distributes the Sonora in the Wisconsin and Northern Michigan territory, has been compelled to extend its dealer organization still further the last few weeks because of the insistent demand for the franchise in various parts of the territory. The company's dealers in the Milwaukee or home territory report an exceptionally good demand for the Sonora. The progress which the Brunswick is making in the Wisconsin territory is the subject of much comment in the trade. This is due not only to the acknowledged excellence of the instrument as it is to the aggressive work of Thomas I. Kidd, manager of the Milwaukee branch of the Brunswick-Balke-Collender Co., at 275-279 West Water street. The phonograph department at this branch house is growing so rapidly that it has had to be given additional floor space and a larger staff. Some of the most effective merchandising that is being done by local jobbers is that of William A. Schmidt, manager of the Phonograph Co. of W'isconsin, representing the New Edison. It is now possible to buy an Edison instrument or record in virtually every community in Wisconsin, the territory being so thoroughly covered by Mr. Schmidt's dealer organization that prospective buyers have not far to go to find an Edison shop carrying a comprehensive stock of machines as well as records. From all points of the territory come reports of the most encouraging character concerning immediate business and the outlook for the future. It required less than a week for the music trade division of the Milwaukee County Liberty Loan organization to complete its quota on the Victory Loan, due to the generous response of dealers and the well-organized work of Chairman Henry M. Steussy and his committee. The apportionment this time was $75,000, against $60,000 for the Fourth Loan, but this was reached in much less, time and the over-sub(Continued on page 75)