The talking machine world (Jan-June 1922)

56 THE TALKING MACHINE WORLD March 15, 1922 INDIANAPOLIS Jobbers and Dealers Report Continued Improvement — Stewart Co. Increases Capital to $400,000 — Capitalizing the Mailing List Indianapolis, Ind., March 6. — Business for the talking machine dealers in Indianapolis during February was better, generally speaking, than during the corresponding month of last year. Nothing other than an encouraging tone of optimism throughout the trade is to be recorded as a feature of the month. The good business was due, apparently, to exceptionally favorable weather conditions, the daily temperature of the month having averaged two degrees above normal, according to Weather Bureau records. Outside Men Securing Business "The outside men have been getting the business for us," says C. P. Herdman, manager of the talking machine department of the Baldwin Piano Co. "They have been hustling and therefore were bound to get business. If a man makes twenty or twenty-five calls a day he is certain to land something." W. G. Wilson, of Widener's Grafonola Shop, says his sales have consisted either of the very cheap instruments or the more expensive models, with practically no movement of the mediumpriced machines. The Granby, he says, continues to gain steadily in favor throughout the territory. Value of Merchandising Efforts Speaking of the merchandising efforts of the Victor distributors, the house organ of the Stewart Talking Machine Co., Victor distributor for Indiana, has this to say: "James J. Davin, secretary of the Reincke-Ellis Co., of Chicago, was in this office for a few hours the early part of this month and very enthusiastically explained the many new service items which are being offered to Victor dealers. According to Mr. Davin, the trade as a whole has greeted the announcement of the 'Favorite Records Review' with great enthusiasm. After hearing Mr. Davin talk of the many sales-compelling ideas which are offered by the Reincke-Ellis Co. exclusively to Victor dealers we became more firmly convinced that the Chicago Tribune has sounded one of the keynotes of success, when it adopted 'The More You Tell the More You Sell' as its slogan for 1922." Louis A. Schwarz, exclusive factory representative for the Jones-Motrola in the United States and Canada, was in the office of the Stewart Talking Machine Co. this month in the course of his visit to Motrola jobbers throughout the United States. Referring to the success with which the new Motrola is meeting, Mr. Schwarz said: "I find that most aggressive dealers are having greater success by selling the Motrola as a part of the Victrola outfit. I have talked with several jobbers and in almost every instance I find that the dealer who is putting the Motrola out on free demonstration for five or ten days is enjoying greater sales." Victor Dealer Also Orchestra Leader Fred McDonald, Victor dealer in Sheridan, Ind., is the leader of a "wild jazz orchestra," which furnishes music for Sheridan's most fashionable dances. The orchestra plays under the name of "Mac's Orchestra," and is creating much favorable comment in the community. Incidentally, it is creating considerable publicity for Victor records and machines. Checks Mailing Lists A. C. Hawkins, manager of the Indianapolis Talking Machine Co., took active steps during February to check up his mailing list. An ordinary postal card, on one side of which was printed the dealer's name and address and on the other side a brief statement of the purpose in sending the card. The cards were sent to the company's entire mailing list of more than 3,000 names. The copy on the cards was as follows: "Information obtained through investigation shows that there are many people on our mailing lists who receive our monthly record announcement and other literature who are not interested in it at all. We are wasting their time and our money, and it is needless to do either. We want to send our literature to everyone who really wants it, but we do not wish to bother those people who are not interested. "Please help us by signing your name and address at the bottom of this card and return to us. The return cards will be our new list. Do not misunderstand. We want you to receive the monthly record announcement (copy of which is enclosed) if you want to get it, but we don't want to send it to you if you do not want to receive it. This card returned will signify your desire to continue receiving our literature. Thank you." Within a short time about half of the cards had been returned, thus showing the customers' interest in receiving the Victor literature. Those who did not have enough interest to return the cards were classed as "dead wood." Increase Capital Stock to $400,000 The Stewart Talking Machine Co. has increased its capital stock from $50,000 to $400,000, of which $200,000 is preferred stock. This capitalizes the company for the amount of its assets, according to George Stewart, who says the company is not making any effort to sell the stock. He says, however, that some of the stock may be purchased by persons who may be interested in having it. "Our company is now capitalized for what it is worth," Mr. Stewart said. "We are not contemplating any change in the business, but are going along just as we have been doing, with an eye to developing the trade in every part of the territory. We feel very optimistic over the future. The outlook among the farmers is better and there is a great deal of building to be DUPLEX RECORD FILE Six Striking Features Place This Newest Innovation in Record Files in a Class by Itself J Write for Samples If for Edison Records, please mention 1. Not <*n Album — But a distinctively new, accident-proof, systematically arranged Phonograph Record File. 2. Designed to fit all standard Phonograph Cabinets, Bookcases, etc. Made to hold any Record. 3. Maximum filing capacity — minimum storage space; with easy accessibility to each Record. 4. Sturdily constructed — h andsomely finished. Built of heavy reenforced board, covered with black linen. 5. Positive insurance against injury. Unlike the common Album the "Duplex" will not allow the Records to fall out. They are securely locked in under the cover. Neither can the Records warp or become scratched. 6. "Duplex" provides a new and safe way of carrying Records with the portable Machines. Manufactured by THE DUPLEX RECORD FILE CO., 1 12 W. 42nd St., New York City