The talking machine world (Jan-June 1919)

80 THE TALKING MACHINE WORLD May 15, 1919 HIGH-GRADE MACHINES HAVE THE CALL IN ST. LOUIS Val Reis Discusses Psychology of Record Demand — ^Mozart Talking Machine Co. Affairs — Fitzgerald Files Bankruptcy Petition — How Caruso Has Helped Record Sales — Review of Conditions St. Louis, Mo., May 1. — With the demand for machines and records increasing St. Louis talking machine dealers have nothing to complain about except that the still inadequate stocks deprive them of part of the benefit of the increasing demand. In machines the principal lack is still the higher-class models, and in records the lack 'is in the standard lines, which the factories are letting wait while they come as near as they can to supplying the call for current popular numbers. The dealers who have the best supply of high-class instruments are those who did not hesitate months ago or a year ago to order liberally even though there was at the time no telling when their orders would be filled. The bread cast upon the waters by foresighted dealers is returning now and the sales floors of such dealers are gradually filling, while the less provident dealers are still badly put to it to get enough stock to supply their trade. Caruso has been helping record sales this week. He did not get here until to-day, but for a week his projected influence has been felt wherever records are sold in St. Louis. Caruso has been the dominant note in all the record advertising and dealers say his advent has not only greatly stimulated the sales of his own records but of other high-class records as well. For the week "class" has the right of way in the St. Louis record world. It is noticed that in frequent instances persons who are not able to get the Caruso record that they want take as a second choice something in the Caruso class rather than some popular thing. For these reasons it has been a big week for Victor records. Val Reis, president of the Smith-Reis Co., studying the psychology of the record trade, has discovered that what might be called the incidental results of publicity and advertising are as calculable as the direct results. The incidental effects of Caruso's coming, mentioned above, have been observed by him in a less outstanding but not less positive way in his advertising. He has noted how the monthly bulletins not only result in sales of the new records, but stimulate the demand for standard stock. And when he puts an advertisement in a St. Louis newspaper featuring some particular popular record he relies upon the incidental results to pay for the advertisement and bring a profit to the store. Last week he was advertising "Smiles," and the advertising brought in a lot of buyers of "Smiles," but he did not expect the sales of "Smiles" to pay for the advertisement. What he did expect and what happened was that the "Smiles" ads stimulated interest in other records and the aggregate of sales traceable directly and indirectly to the advertising made the week's business good. This week he was boosting Caruso on the theory that activity in Caruso records would help the sale of all records. "When we boost Caruso we boost Caruso records," he said, "and when we boost Caruso records we boost all records." A voluntary petition in bankruptcy was filed this week in the United States District Court by Joseph P. Fitzgerald, former president of the Mozart Talking Machine Co. The petition places his liabilities at $29,795.39 and his assets at $115. The Franklin Bank of St. Louis is the largest creditor. The liability to the bank amounts to $21,000 on notes indorsed and cashed. The assets include 209 shares of stock in the talking machine company, which are of doubtful value, since an involuntary petition in bankruptcy was filed against the company some time ago. The assets of $115 are made up of $100 worth of clothes, a $5 watch, eyeglasses worth $5 and a $5 pair of cuff buttons. It is never too late to expect returns from talking machine advertising, in the opinion of J. F. Ditzel, manager of the Famous & Barr Co. music department. He thinks so because he got results last week from an advertisement more than ten years old. The Famous & Barr Co. absorbed some time ago the business of a mail order dealer who used to advertise in the national magazines, but quit it more than ten years ago. But Manager Ditzel received an order from North Adams, Mass., for a machine that the mail order man used to advertise. The Silverstone Music Co. has donated to the Army Hospital, recently opened in St. Louis, an Army and Navy model phonograph and a supply of records. The Silverstone Co. is awaiting shipments of the new Edison period disc models, which are to sell at $95, $155, $195 and $250. Records are being received in satisfactory volume, according to Mark Silverstone. "Till We Meet Again" came in late, but 1,500 were sold the first week. Harold Ruby, of the Silverstone Co., gave a recital recently at the Lafayette Park M. E. Church. A. W. Roos, manager of the Columbia Grapho C. R. Salmon, city salesman of the Columbia Phonograph Co., was host at the Columbia dealers' meeting at the Statler Thursday night. He played and talked the new records and explained the merits of the new No. 7 record rack. Mr. Fischer, of the Post-Dispatch, talked on advertising, and the dealers decided to do more tieup advertising in connection with the big Columbia ads. Feist singers sang several of the popular songs which are coming out in the records, and Mr. Salmon impressed upon the dealers the great amount of publicity given to these numbers by the singers and advised them to stock well. A buffet luncheon was served. The meetings are held monthly and are proving a most interesting and valuable medium for the exchange of ideas. Glenn Ellison and Miss Pauline Lawrence have been tone testing in the Silverstone zone to packed houses the past month. They were in St. Louis a few days ago on their way to Kansas City. J. Fikuart, of Frankfort, Mo., an Edison dealer, and his bride were in St. Louis last week on phone Co., is spending ten days in New York. their wedding trip. CABINETS and TALKING MACHINES for WHOLESALERS, DEALERS, JOBBERS We can supply you vv^ith high grade talking machines to suit your every need. While we are cabinet makers w^e also manufacture complete machines. We have a large stock prepared ready for shipment to meet the requirements of the trade. Prompt Deliveries Inquire for Catalog and Price List of BENFERRARA ONEIDA, NEW YORK