The talking machine world (Jan-June 1922)

March 15, 1922 THE TALKING MACHINE WORLD members of the industry together and have them co-operate in the consideration and development of plans for the betterment of the industry and for the elimination of any evils that may exist. Certainly members who, through a strict adherence to business in the meetings, come as strangers and go away as strangers through lack of opportunity for mixing with their fellows, cannot be expected to work to the best advantage of the association membership as a whole. The social side of the association work must receive attention. The individual who meets his competitor in association circles, learns to call him by his first name, finds out his many good points as a man and his real personal views on various phases of business, is doing much to make impossible competitive conditions that are unethical and annoying. There are so many things that might be done to a stranger without a twinge of conscience that would seem rather raw and unclubby when tried on a fellow, even though he is a competitor, who is regarded as a personal as well as a business friend. AVOIDING LOSS ON INSTALMENT SALES TALKING machine merchants in New York State, in common with members of the piano and furniture industries, are interested in the efforts now being made to have transformed into a law the bill which is now before the State Legislature making it obligatory upon moving men to report to the police all removals of household goods, with the name of the householder together with both the old and new addresses. The need for such a law is obvious, for such registration provides a most direct means of avoiding loss of goods out on instalment contracts. In the larger cities, particularly, talking machine and furniture men will find such protection of great value. It will virtually put an end to a practice, common unfortunately, of buying on instalments and then removing the product purchased to parts unknown. The plan of having all movers of household goods registered has worked out successfully in various sections of the country, and has unquestionably saved to merchants hundreds of thousands of dollars, not only in the value of the goods taken away by careless and dishonest purchasers, but in the expense of maintaining searchers to trace such goods. The bill is one of a sort that imposes no hardship on the honest citizen, while at the same time it serves to discourage the activities of a type whose ethics are not commendable. | CARUSO FOUNDATION WINNING SUPPORT | THE work of the American Caruso Memorial Foundation is, according to reports, progressing rapidly, and during the past few weeks there have been given in connection with the celebration of Caruso's birthday anniversary a number of elaborate concerts in New York and elsewhere that have added materially to the fund, which has a million dollars as its ultimate goal. Prominent artists who have been closely associated with the talking machine have appeared prominently in the various programs, and it would seem as though the members of the talking machine trade as a whole should be inclined to take an active part in the work for the memorial, for no individual artist did more to establish the standing of the talking machine as a musical instrument than Caruso. He was one of the first great stars to see the possibilities of talking machine reproduction, and his willingness to associate his name with a comparatively new product without question had a great influence in dictating the attitude of other artists of almost equal standing. THE PROBLEM OF THOROUGH DISTRIBUTION THE question of the successful distribution of talking machines, or, for that matter, any other product, does not lie alone in the number of dealers established in a given territory, but depends primarily upon the efforts put forth by dealers already established to cover the territory thoroughly and properly. It might be well for talking machine manufacturers and wholesalers in some cases to make a study of what a given territory may be expected to yield in the matter of business, and what the present dealer is doing to get that maximum business with a view to helping him in his sales campaign, if the proper spirit is shown, rather than to simply open up other dealers in the same section. To divide a certain quantity of business between two dealers simply means the opening of a new wholesale account and frequently prevents either retailer from getting a sufficient volume of sales to offer him a fair income. If the retailer does not appreciate the value of his franchise and neglects his territory, it frequently proves a matter of policy either to replace him with with a live retailer or to put competition in the territory to stimulate his efforts. Dividing the territory under other conditions, unless the territory is so large that it cannot be handled properly by one concern, is likely to act as a detriment to the distribution plan through causing a let-down of effort. Reaching the greatest number of people and reaching them effectively and in a way to encourage buying is the big problem of to-day in this and other industries, but it might be well to determine whether or not existing agencies may be stimulated to increased efforts before the established dealer is asked to divide with another a volume of trade that is not any too large as it stands. NEW YORK'S THIRD ANNUAL MUSIC WEEK EVERY indication points to the ultimate success of the Third Music Week Celebration which is to be held in New York from April 30 to May 6, and active preparations for which are already under way. The success of the two previous Music Week celebrations has made a deep impression on those who, for one reason or another, are interested in music, its exploitation and its advancement, and even before the dates for this celebration were announced the National Bureau for the Advancement of Music received numerous inquiries regarding the contemplated plans. This campaign for the propagation of music should enlist the aid of all branches of the talking machine trade. '-"Li fa ~. HIS MASTEK'S VOf REG. U.S. PAT OFF 2-1-2 TELEPHONE NUMBER FITZROY 3271—3272—3273 This statement is very clear and undeniable. As equally well proved and unquestionable is the statement that Victrolas plus Victor records form a merchandising combination that is unequalled. Victor retailers — place all of your energies behind this superior combination for the best results. Ormes Service will co-operate to the fullest extent within the bounds of good business. ORMES, Inc. Wholesale Exclusively 15 West 37th Street New York