The talking machine world (Jan-Mar 1921)

76 THE TALKING MACHINE WORLD January 15, 1921 ADVERTISING HELPS SAN FRANCISCO HOLIDAY TRADE Fact That Business Was Close to Normal Credited to Good Publicity — Popular-priced Period Styles Suggested — Eight Per Cent Interest on Instalments — Trade Happenings San Francisco, Cal., January 4. — The music dealers of San Francisco, as well as many merchants in other lines, gave newspaper advertising a vital test during the holidays this year. Fearing a Christmas slump by reason of the very poor showing made the first week of December, the dealers began rushing to the newspapers with extra ad copy. The papers were almost swamped with display ads of all classes. The people responded and the last two weeks before Christmas the business toned up to a point somewhere near normal. Rainy weather undoubtedly prevented a vast amount of buying, and the general spirit of retrenchment of course had its effect. On the whole, as far as can be ascertained at this time, the holiday business in San Francisco was good, though not up to expectations. To compare this holiday season with that of a year ago would be unfair, as last year was one of extraordinary opportunities. There is every reason to believe that the postholiday business this season will be most encouraging. Attractive Window Displays The Christmas decorations of the music stores this season show a great advance in good taste in that there are but few prominent show window displays of the regulation gaudy character. Flowers are used in greater profusion than ever before in connection with the red berries and greenery. Simplicity of arrangement and richness of tone have been striven for by the leading dealers. Wants Cheaper Period Models The period styles in talking machines have attracted the most flattering attention in San Francisco and many have been sold, but unless these models are materially reduced in price they will never be a really vital factor in the trade, so one well-known dealer in San Francisco is bold enough to predict. Says this man, who does not wish his name used1: "People rave over the periods, but when we tell them the price they -wilt immediately. I believe good period models could be manufactured very much cheaper than those we now have and I can see no valid reason for not trying. I would say that a design somewhat simpler than those now mostly to be seen, and smaller, would prove a winner if it could be retailed at a moderate price. A period design which is not too pronounced, one that would harmonize a little more consistently with the other furnishings of the house, would no doubt be a winner if the price is right. Most of the old models are not artistic and they do not appeal to people of the best taste. The influence of the period styles is good and I hope it will speedily be reflected in the popularpriced machines." To Charge Eight Per Cent Interest At the last meeting of the Talking Machine Dealers' Association of San Francisco Bay Counties the members agreed to adopt the policy of charging eight per cent interest on all deferred payments. Even the department stores have agreed to the plan. The meeting was addressed by Manner Chipman, the well-known sales expert, and about sixty-five members attended. Edgar I. Jessen, formerly with the Aeolian office in San Francisco, is making preparations to engage in business on his own hook. Managers Change Jobs Mr. Storms, who has been manager of the O. S. Grove store in Oakland, is now the manager of the City of Paris talking machine department in San Francisco, and Harry Murphy, formerly in this position, has accepted the post of manager for the Grove company. A fair exchange of jobs is no robbery. Plenty of Victor Stock Billy Morton, manager of the retail talking machine department of Sherman, Clay & Co., San Francisco, found no reason to complain about holiday business. Plenty of Victor stock was on hand to take care of the Christmas demand, and he says the sale of Victor merchandise was very satisfactory indeed. The record business was especially heavy. Otto May, factory representative of the Victor Co., has just been on a tour of southern California. He expects to make his headquarters in San Francisco. Brings in Optimistic Report R. E. Kane, of the Sherman, Clay & Co. traveling force, is in San Francisco for the holidays. He has interviewed the trade in northern California pretty thoroughly in the last few weeks and he says business conditions, as reflected by the demand for Victor goods, are nothing to worry about. He found none of the dealers complaining of financial embarrassment. He says the exclusive shops are all reporting good business. Becomes Manager in San Mateo Ernst Bachelor, formerly of the wholesale department of Sherman, Clay & Co., has accepted the position of manager of the Levy Bros, exclusive Victor store of San Mateo. Mr. Levy is a Class A sales promoter and his friends in San Francisco feel assured that he will prove a live business getter down the Peninsula. Used Extra Salesmen Manager Corcoran, of the Wiley B. Allen talking machine department in San Francisco, took on a few extra salesmen to help out during the holidays. He finds the marketing situation improving, but says that there is plenty of room for more efficient salesmanship and that "easy" sales are not as common as formerly. E. P. Tucker, manager of the Los Angeles store of the Wiley B. Allen Co., paid a flying visit to Well Rated Dealers Can Discount Their PHONOGRAPH INSTALLMENT CONTRACTS WITH US Thereby Turning Their Accounts INTO WORKING CAPITAL rca^ /commercialpaper\ '111 PAPERS COLLATERAL LOANS, 459-465 Montgomery St. San Francisco, Cal. headquarters in San Francisco just before Christmas. Delays on New Columbia Home Owing to delays in completing the new building, the Columbia Graphophone Co. San Francisco branch will not be settled in the new quarters on Bryant and Rincon streets until early in January. Mr. Wilcox will attend the sales managers' convention of the Columbia Co. in New York in January. Collins and Harlan in Tone Tests Byron G. Harlan and Arthur Collins, the wellknown tenor-baritone comedy duo vocalists whose Edison re-creations have won so much popularity of late, will make a tour of the Pacific Coast the coming Spring, during which the trade will have the opportunity of hearing a splendid series of tone-test recitals. The singers will be accompanied on the trip by William Reed, the versatile flutist and saxophonist. James L. Loder, Pacific Coast sales manager of the Sonora Co., has placed Chas. H. Carder in charge of the business in the Northwest. Mr. Carder's headquarters are at Room 219, McDermott Building, Seattle. He is a strong man who has been in the phonograph business for years. F. J. Allgeo, formerly of the Sonora retail sales force, has been transferred to the wholesale traveling force and will cover territory from Bakersfield to the Oregon line. SONORA SIGN IN RED BOOK PICTURE A full-page illustration, accompanying a story by Mrs. Wilson Woodrow in the November Red Book, shows a night scene on upper Times Square, New York City. In this picture the Sonora electric sign, which has played so prominent a part in making Broadway a great White Way, is clearly visible, and is the only actual advertising apparent in the picture. The Master Talking Machine Co., Inc.. of Cattaraugus, have certified to a voluntary dissolution at Albany, X. Y. FOUNDED 1835 ARMSTRONG'S Distributors There are numerous reasons why Pathe Dealers are satisfied. Write today for full information. ARMSTRONG FURNITURE CO. 59 and 61 North Main Street Memphis, Tenn.