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THE BRUNSWICK-BALKE-COLLENDER CO.
623-633 SO. WABASH AVENUE C H ICAGO
EXECUTIVE
OFFICES
May 28, 1920,
To Brunswick Dealers
There is only one supreme test of any produot — and that is the public's judgment of it.
All else is secondary. Merit survives not because of temporary forcing, not because of driving the public, not because of preponderance of production — but always because of public approval.
There was a tine when sales-faddists talked of "Public Acceptance," as though one could force anything on an unwilling public and get by." It sounded new and interesting, but it was a theory, after all.
The basic fact is that "Public Demand" deoides the destiny of any produot. In the end the people always come to a verdict.
Such fundamentals are embraced in the Brunswick policy. We strive constantly to remember that quality in a phonograph is the primary necessity.
That is why we have developed the Brunswick Method of Reproduction. That is why we offer it to the public, asking them to decide.
Note our national advertising. See how we always point out the merits of The brunswiok Method of Reproduction, and always end our arguments by asking people to go to a Brunswick Dealer and hear a Brunswick. "Let your own ear decide," we say. "Make comparisons," we suggest. We ask people not to buy hastily, without a knowledge of the different instruments.
No one maker can produoe and sell all[the phonographs in the world — so our appeal is to the critical, those who want something better, those who go into buying their instrument seriously.
?/e leave our case always to the public judgment. And think how Brunswick has prospered under such a policy. Think of the hundreds of thousands of homes happy in their enjoyment of these super-instruments.
Building, as we have, on such a firm foundation, has a tremendous appeal to Brunswick Dealers. It means not only the finest sort of satisfied customers right now, but it means a constantly growing appreciation and a widening group of purchasers.
Every Brunswick Dealer should analyze the situation along these lines, and thereby realize the value of a Brunswick Franohise.
Yours truly,
Assistant Secretary
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