The talking machine world (Jan-June 1920)

February 15, 1920 THE TALKING MACHINE WORLD 13 illllllllll!llllll!l!llll!l!lllllllllllllllllllllllllllllllllll!llllllllllll Illllllllllllilllllllllllllllllllllin [Enormous Demand for Records Result off I Increased Public Appreciation IlllIIIIIIIIIIIIIIIIIIIIIH There should be nothing astonishing in the present voluminous sale of talking machine records. It is merely the natural result of tendencies evident everywhere in our social life. In it can be seen the increasing need for recreation— recreation easily obtainable, the sort of inexpensive recreation immediately at hand whenever it is wanted, such as is provided by talking machines and records. Perhaps in this respect the dance record takes the most prominent position. At the informal gathering in the home, when callers "happen in," at the party, upon a hundred and one occasions the instrumental dance record is pressed into service appropriately and successfully It is fast becoming a necessity in the home. When these facts are taken into consideration it will be readily seen why the popular selections, the "hits" of the day, are the biggest sellers. A singing and dancing world demands the latest in music. The latest quickly becomes old, and is then pushed into the discard. There is no let-up in demand, only changes in selections. The live, wide-awake dealer who knows his trade, knows how to advertise and give publicity to his wares, rides constantly at the apex of demand, cashing in on the national publicity of music publishers and record manufacturers. The phrase "get a record, get a roll," is peering out at us more frequently from magazine pages every day. Big "hits" are being made popular almost over night by the power of advertising. Whereas a few years ago a very small percentage of our population knew and enjoyed the popular songs of the day, now practically every small town and isolated village or farm possesses the means and takes pride in the :: By H. L. Coombs Asst. Sales Mgr. Gen. Phonograph Corp. of Illinois matter of keeping themselves posted on the musical "hits" of the moment. Approximately 80 per cent of the big sellers are numbers from the currently successful metropolitan shows. These shows 'are wonderful means to publicity, themselves, and sell countless records. Coupled up with national advertising, the two constitute a powerful force be The Small Retailer Selling 20 Records a Day Will Be Selling Over 40 a Day a Year From Now hind the dealer in the merchandising of records, music rolls and sheet music. Dealers are not pushing records to the fullest possible extent at the present time, and have not been for some time past. They have been able to sell all the records they have been able to get, and are not forced to exert themselves in any way to enjoy a good trade. This decidedly enviable state of affairs will exist for a long time to come. But it is no reason for the dealer permitting a slow-up in his selling campaigns. If ever the demand does revert back to normal, it ■■lllllllllllllllli^ will be the live dealer who will reap the rewards by reason of past efforts. Undoubtedly the present relative positions of supply and demand will exist for a year or so at least. The demand will never decrease, but the supply will constantly approach nearer the demand until things are again at normal. I say approach, but perhaps "catch up" would be a better term. Both demand and supply will be on the run and both will increase, the latter faster than the former. For example, the average small retailer at present selling fifteen or twenty records a day, will, a year from now, be selling thirty or forty a day. Right here the dealers' service department takes on great importance. Closer cooperation between the dealer and the record manufacturer will be necessary if the former is to retain and increase his present business. It is an old saying that a business never stands still. It either goes ahead or goes back. vFor the record retailer determined not to be classed with the latter, the present opportunity should be realized in all its importance. There are over 1200 manufacturers, of talking machines in this country all producing at capacity, with the saturation point still far in the distance. People are spending money as never before. Certainly we have great cause for optimism in 1920. ENLARGES AEOLIAN DEPARTMENT The Aeolian business of the D. H. Holmes Co., New Orleans, La., has proved so successful that Manager R. E. Ching has decided to enlarge this department which was established' about three years"~ago. To The Trade With Total Sales on Pathe Phonographs and Records over One Million Dollars during the year just closed, We are Aiming at the Two Million Dollar Mark for the Year 1920. We know that our many Loyal Pathe Dealers will absorb a great portion of our 1920 quota but feel that we can supply Pathe Merchandise to a few more worthy Merchants. Interested Dealers will be given immediate attention by writing for information NOW The Fischer Co. (OLDEST PATHE JOBBER) CLEVELAND 943-1051 Chestnut Ave. CINCINNATI 44-46 Vine St.