The talking machine world (Jan-June 1922)

March 15, 1922 THE TALKING MACHINE WORLD 23 (NO. Ill) Dear Bill: Yes, the Blank Music Co. has just gone out of business and the events leading up to this incident are so clearly defined and yet so little realized by the average talking machine dealer that I am going to pass them along to you for analysis and also as a warning of what can happen when a business gets into a rut and the dealer fails to realize the fact. Five years ago this concern was one of the most progressive in this part of the State. For a year or so business remained good and the company made a substantial profit and then trade commenced to die down gradually and the profits declined accordingly, until Mr. Blank was running his store at an actual loss. The failure followed. As I size up the situation, Mr. Blank got into a rut from which he seemed unable to extricate himself. He did the same things in the same way with a monotonous regularity, which finally ruined him. He built up a prosperous business by hard work and attention to details and then lay down on the job when he was fairly started. He came to the erroneous conclusion that since he had made a reputation for himself and his business he could sit back and reap the profits from a few years of hard work indefinitely. His advertisements were mere announcements of the line which he handled, window displays consisted of showing a few instruments and records without any effective attempts at originality and freshness, and he made no serious attempt to build up his business by the acquisition of new customers. In short, his establishment became similar to any one of a hundred in the surrounding communities and he found to his sorrow, when it was too late, that the growth of a business depends entirely upon continued aggressiveness and hard work as well as the constant searching and taking advantage of new plans to increase business and arouse the interest of the public. When a business has reached that stage known as a "growing concern" it has reached a dangerous period in its growth. From this time onward the enterprise continues to grow or stands still for a short period and then retrogresses. A business will grow only in proportion to the ability and growth of the human units which compose the personnel. There must be a constant striving to surpass past performances. Each window display should be equal to or better than the last. Perfection of service, complete stock and facilities for the comfort of patrons all tend to bring a business to a state of prosperity. Advertising, free publicity, effective circularization of prospects, unique plans for the stimulation of trade and for the purpose of adding new names to the prospect list, are all prime essentials to success and not one of them should be overlooked or slighted. Trade papers in the talking machine field are an invaluable help in bringing to the dealer the experiences and plans of other dealers which have proved successful and many of these can be duplicated with advantage. In closing, I want to emphasize that while there is nothing new in these few paragraphs they are items which are liable to be slighted and if the failure of the Blank Music Co. has made you analyze your business methods I shall have done some good. As ever, EFFECTIVE VICTOR ADVERTISING The Presentation of the "Victor Immortals" in Magazine Advertising Proves Most Timely The great value of the talking machine in preserving to posterity the voices of great artists who have passed away was emphasized with particular strength by the Victor Talking Machine Co. in an unusually attractive advertisement which appeared on the back cover of recent issues of the Saturday Evening Post. The advertisement, which represented the reproduction from a bas relief, showed the busts of famous Victor artists who have passed away, among them those of Caruso, Powell, Williams, Plancon, Patti, Tamagno, Gilibert and GervilleReache, above the caption: "Victor Immortals." The Victrola has transformed their art into a living reality that will endure for all time. Coming at a time when much interest is being shown in the establishment of the Caruso Memorial Foundation and the celebration of Caruso Week the advertisement was timely. TRNSTATE MUSIC CO. OPENS STORE Concern Whose Activities Extend Over the States of Ohio, Pennsylvania and New York Secures Location in Conneaut, O. Conneaut, O., February 28. — The Tri-State Music Co. has completed arrangements for the location of its headquarters here. The site which the company has secured is on Harper street, one of the best locations in this vicinity. H. A. Copeland, president of the concern, states that pianos, player-pianos, talking machines and small musical instruments of all kinds will be handled and a large repair department will be installed. The activities of this company cover the States of Ohio, Pennsylvania and New York. What people do not understand they oppose; therefore, the talking machine salesman must implant in the mind of the prospect a clear knowledge of the instrument which he represents and prove to the prospect's satisfaction that his machine is a worth-while product. HARPONOLA The Phonograph with the "Golden Voice" c ommon Sense The factor that decides whether you make a little or a lot of money in the phonograph business is your ability to convince your customers of some very simple, easily understood facts. Briefly: — To make a lot of money, you have to show your trade that there are no longer any exclusive patents and improvements in talking machines — that any maker, who honestly wants to, can build a fine and satisfactory machinethen show the customer that you have such a machine, and this last is the easiest part if you happen to be selling the Harponola. If you doubt your ability to con vince people of these easily proved truths, then your only choice is to handle a heavily advertised machine and be satisfied with your small share of a trade that is distributed among a great host of dealers. We have many hustling dealers who are making huge profits with us because the available business for the "independents" is hardly yet scratched. Later, there will be greater competition, even in our particular field. The subject is worth investigating carefully. Ask for the Harponola proposition. THE HARPONOLA COMPANY 101 MERCELINA PARK CELINA. OHIO Edmund Brandts, President