The talking machine world (Jan-June 1920)

166 THE TALKING MACHINE WORLD May 15, 1920 POSSIBILITIES OF THE TALKER (Continued from page 163) singing, the formation of choral clubs, the introduction of talking machines in rest rooms, dining rooms and recreation buildings, the use of the talking machine or player-piano for encouraging dancing and "sings"; all these matters are best left to the employes. Here, then, is the talking machine man's big opportunity. He should realize that every industrial plant is in effect a prospect. He should realize that enlightened executives everywhere are only too willing to encourage whatever will make working conditions more tolerable and heal up industrial discords. He has to sell, not an ordinary piece of merchandise, but the powerful, beautiful and healing influence of music. The World's Need And this brings us to the second part of these observations. At this moment the world certainly needs music, if it never needed it before. The world needs the healing and composing power of music. It needs that music as much as it needs education and almost as much as it needs food. The talking machine man has before him a great opportunity. He can constantly keep before his community the great idea that he has music to sell and that music is something which his community needs. That community is much more likely to listen to him if he talks music than if he talks price, terms, "talking points" and all that sort of thing. When men and women consider a talking machine these days they consider first its possibilities as an entertainer and then they think about it as something which will give them music, of a sort they cannot get in any other way. The time is here at last when we can safely advertise music and not machines. Let us not forget that the greatest advertiser in the talking machine business has always worked that way, and with a success unmeasurable. Let us also remember that one of the big jobs of to-day is the encouragement of community work in music. The wise merchant will not stint his endeavors in this direction. He will give of his own freely for every good cause of this kind. He will co-operate with all the resources of his store and of his equipment. He will give recitals, using talking machines. He will encourage the music teachers to bring their pupils. He will entertain the high school graduates. He will offer the community workers for music such a welcome that they will make his store their headquarters. He will re member each and every day that he is selling something which the world needs very much just now. He will advertise, talk, think and dream music. And in so doing he will make of himself a power for good in his community. The musical possibilities of the talking machine? Their name is Legion. There is no end to the good work which can be done just now. The land is on the verge of a great awakening. Out of all this welter of discontent and misery may come a people singing and making music, happier and more at peace one with another. In the realization of this great possibility may the talking machine merchants not be found backward. RENTING TALKING MACHINES THE REED CO. IN NEW QUARTERS Prominent Pittsburgh Manufacturer of Talking Machine Accessories Now Located in Its New Home at 5748 Ellsworth Avenue Pittsburgh, Pa., May 7. — The Reed Co., of this city, manufacturer of Reed record racks and demonstrating booths, and distributor of many well-known talking machine accessories, has sent an announcement to the trade, advising the dealers of the removal of its general offices to its new building at 5748 Ellsworth avenue. The offices and warehouse will be combined in this building in order to enhance the efficiency of the company's service to the dealers. The new building embodies all of the most modern and up-to-date improvements in office efficiency methods, and the space afforded the executive and sales organizations makes for the adequate handling of the company's fast growing trade. James L. Olds, who was associated with the Reed Co. for some time, and who resigned last December to accept a position as manager for William B. Duck & Sons, Victor dealers at Toledo, O., has rejoined the Reed organization. Mr. Olds left the first of the month for a trip through his new territory, which comprises the State of West Virginia. During the past few weeks, the Reed Co. was visited by John H. Riley and William B. Fay of the Aeolian Co., New York. LONGO TRJO RECORDS POPULAR The Longo Trio have recorded a number of pronounced hits in the Pathe list and many requests for the records by this trio are being received by dealers in all sections of the country, as attested by letters and orders being received at Pathe headquarters from widely separated communities. ARE YOU Height 45" Width \8'/z" Depth 19" Sample $52.50 Quantity Prices on Application. catering only to the high price trade and neglecting the popular price customer ? For every high priced phonograph sold there is a demand for one hundred cheaper priced machines. The "RECALL" is an ideal proposition for this purpose. It compares favorably in finish, workmanship and equipment with higher priced phonographs and sells at a price satisfactory to the majority of buyers. Investigate our proposition; send for sample. The Huss Bros. Phonograph & Piano Co. 6-8-10 VV. Canal Blvd., Cincinnati, 0. Washington Dealer Says Practice Has Many Direct Advantages — Opens Way for Future Sales of Both Machines and Records The question of renting talking machines has been often discussed by members of the trade. In Washington there is 'some sentiment in favor of the plan and Carl Droop, of E. F. Droop & Sons Co., has the following to say regarding the subject: "There is no substantial reason why talking machines should not be rented and many reasons in its favor. We are renting them right along, and in most cases on better rental terms than pianos. The advantages are many: You create a record customer at once, and this is cash; you have a talking machine sale prospect which in a great many cases buys; you make a friend for your house; you get terms which will pay for the machine in a year or a little more. These are the direct advantages, but there are others almost as important. Take the shorttime rentals, sometimes a night or an afternoon for a dance, or a few days for a special purpose. This opens the way to sell $5 to $10 worth of records, as these are never rented or leaned. Some of these short-time renters raise the objection that they will have no use for the records after the machine is returned. The answer to this is that it would be an interesting 'stunt' to sell them off at auction to the dancers or company — a fine chance for the amateur comedian auctioneer who is always found in every gathering. This 'hunch' goes nearly every time and frequently proves to be one of the big hits of the function. We are renting new talking machines and appl}ring five or six months' rental on the purchase price if the customer desires— balance cash, don't forget that." The Kiefer Music Co., Evansville, Ind., has occupied a large new store near its former location. 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