The talking machine world (Jan-June 1922)

March 15, 1922 THE TALKING MACHINE WORLD 59 VICTOR DEALERS DISCUSS TRADE PROBLEMS AT PEORIA Assemble Under Auspices of Putnam-Page Co., Victor Distributor, and Listen to Many Important Merchandise Suggestions Made by Noted Speakers — Close With Banquet at Jefferson Hotel Peoria, III., March 8. — Under the auspices of the Putnam-Page Co., Victor wholesaler, a great gathering of Victor dealers assembled in this city on Thursday and Friday, February 16 anj 17. when stimulating trade-building talks inspired everybody with enthusiasm and a desire to make new trade records during 1922. On the evening of the 17th the convention closed with a banquet in the Palm Room of the Jefferson Hotel. The convention started at 9:30 a. m, on the 16th with the registration of visitors at the Putnam-Page Co. offices, fo. lowed by an open session on "Theory of Record Making," with Fred H. Putnam, of the Putnam-Page Co., chairman. Following this was a well-thought-out talk entitled "Supremacy — 'Yes'," delivered by Miss Margaret Streeter, of the educational department of the Victor Talking Machine Co. Next on the program was "The Construction of the Victrola," by Benjamin Oltmanns, of the Putnam-Page Co , who went into the construction of the machine in detail. This was followed by a talk on "Competition" by Miss Ruth A. Dillavoux, of the Putnam-Page Co. The afternoon session was taken up by a talk on "Outside Salesmen" by Roy Page, of the Putnam-Page Co., followed by a discussion of "To-day's Problem" by John Gregg Paine, of the Victor Talking Machine Co. The program on Friday, the 17th, was very interesting, particularly the subjects "Propaganda for Future Business," by Miss Streeter, of the Victor Co.; "Creating Funds for Organizations," by H. VV. Seitz, of the Putnam-Page Co., and another talk by Miss Dillavoux entitled "Promotion and Store Management." Miss Dillavoux went into minute detail on this particular subject and related numerous interesting experiences encountered by her during her services as Victor saleswoman. Prior to her entrance into the sales field Miss Dillavoux was a school teacher, and her study of psychology while carrying on this work is being applied by her constantly in the sales of talking machines. The little sales ideas which she imparted to the listening dealers were happily received by them and were jotted down in their notebooks to be put into practice immediately upon their arrival home. "What Victor Dealers Ask Reincke-Ellis" was a very interesting and practical discourse on the history of advertising and the vital part it plays in modern business as an accelerator of sales, given by J. J. Davin, of the Reincke-Ellis Co. It was well received. What may be considered one of the most interesting demonstrations ever given at a convention was made by H. W. Seitz, of the Putnam-Page Co., who utilized the aid of a violinist and illustrated the various technical points taken advantage of by an artist when playing for Victor recording. He played many records of Heifetz, Kreisler and others, calling attention to certain measures in these records and demonstrating with the aid of a violinist the various fingerings needed to obtain these results. After this he put on a listening contest, with the aid of five boys and five girls, ranging in ages from three to eight years. Many of the dealers present admitted they had what they thought was a good idea of how this sort of educational work was done, but that after the demonstration by Mr. Seitz they were frank to admit that their ideas had been rather vague. Speakers at the Banquet The convention closed with an elaborate banquet on the evening of the 17th in the Palm Room of the Hotel Jefferson. Roy Page, of the Putnam-Page Co., was toastmaster, and after several toasts introduced the speaker of the eve FELT and VELVET TURNTABLE COVERS UKULELE PICKS WASHERS BUMPERS "If it* 8 Felt or made of Felt" MONARCH FELT WORKS 39-45 YORK ST.. BROOKLYN. N. Y. ning, John Gregg Paine, of the legal department of the Victor Talking Machine Co. His subject was the principal feature of the evening and he dwelt mainly on how the Victor Co. regards its distribution. During the course of his address, which proved most interesting and illuminating, he explained fully the responsibility which the Victor Co. feels toward every retail dealer and what the company realizes it must do toward making its distribution flow evenly and in a manner to benefit every retail Victor dealer. By way of illustration he told of how an engineer goes about the building of a dam, and that it was not, as a great many people thought, the mere digging of a hole and placing a wall about it to hold back the water. In reality the engineer starts from the very source of his water supply and of advertising and exhibited examples of the sales promotion plans which Reincke-Ellis offers to the Victor trade. His talk was followed by a little informal discussion by E. F. Carey, Chicago sales manager for The Talking Machine World, who spoke on what the future holds in a business way for retail merchants who apply vigorous and intelligent sales efforts. Next on the program was a call by Toastmaster Roy Page for talks from the various dealers, during which discussion the idea of a new organization known as the Central Illinois Victor Dealers' Association was launched. This idea was immediately seized upon by the dealers present, who quickly formed a nominating committee which turned in the names of F. M. Leslie, L. S. Putnam and Lyle Straight, who were unanimously elected. All of those present pledged themselves to do everything they possibly could to further the good cause. Those present at the convention included: Those Who Attended the Banquet in the goes back into the records of that particular stream, looks up the weather reports covering a period of years, takes note of the records of floods and other incidents pertaining to that particular stream, and in this way is able to design a dam secure against any force which may assault it. The Victor Co. realizes that its distribution is a stream which it must know in its every channel. If any part of it is choked or clogged the company is as quick to realize the consequences as is the engineer. If the mouth of the stream is clogged the stream becomes stagnant. The Victor Co. realizes that its distribution is just like the mouth of this stream, and that if the dealer becomes clogged distribution will become stagnant. He then pointed out that everything humanly possible is being done by the Victor Co. to keep distribution flowing smoothly by creating a desire to own a Victrola on the part of the people and by admonishing them to come to the authorized Victor merchants to get the authentic goods. He concluded his talk by some well-thought-out stories pertaining to "tieups," saying that the Victor Co. can only create the desire on the part of the public for good music, and that then it is up to the dealer to reach out and say, "We've got it." The dealer should tie up and show that he is a recognized Victor dealer. He should become thoroughly acquainted with Victor merchandise, and especially with the general catalog. In speaking of this catalog he warned dealers not to hand out this tremendous volume to a new customer, and let it go at that, saying that this was just like turning a Bible over to a heathen and saying, "Here is the way to salvation." The heathen could do nothing with the Bible unless he was taught, nor can the untutored customer with the Victor bible — its great catalog. This part of Mr. Paine's address made a very deep impression on all of his hearers and left everyone inspired with a deeper understanding of the business in which he is engaged. Mr. Paine's talk was followed by one given by J. J. Davin, of the Reincke-Ellis Co., who gave another very interesting discourse on the history Palm Room of the Jefferson Hotel, Peoria John G. Paine and Miss Margaret Streeter, Victor Talking Machine Co., Camden, N. J.; Mr. Seldomridge, J. J. Davin, Eugene F. Carey, Ellis Hansen, Benjamin Retchins, Chicago, 111.; C. S. Brubaker, Charleston, III; Peter Lund, Clinton, 111.; R. E. Gardner, Washington, 111.; W. P. Mosher, F. H. Putnam, Roy Page, Miss R. A. Dillavoux, Leonard Putnam, Carl Carey, Miss Rose Herndon, Miss Marie Kaiser, Harry Seitz and Benjamin Oltmanns, Putnam-Page Co., Peoria, 111.; F. E. Wallett, Dewey Doyle, J. E. Dalton, C. W. Porter, J. B. Tiece, F. L. Fell, Miss Sophie Mills, Miss Harriet Dunlap, Miss Edna Price, Mrs. Russel Stutzman, G. W. La Brier, S. B. Moore, Miss Gertrude Wissel and Lyle Straight, all of Peoria, 111.; A. Sundquist, Toulon, III; S. B. Bolton, Mrs. S. B. Bolton, Aledo, 111.; W. L. Barnett, Watseka, 111.; Russell N. Smith, Carthage. 111.; O. D. Ehrlicher, Peking. 111.; G. E. Lester, Hoopeston, 111.; F. M. Leslie, Urbana, III: Rufus L. Berry, Springfield, 111.; Mrs. K. M. Williams, Colfax, 111.; Roy Miller, Dixon, 111.; T. A. Conboy, Sterling, 111.; A. R. Meyer. Havana. 111.; T. I. Griggs, Mr. Munsen, Kewanee. 111.; D. V. Clyde, McKinley & Son, Mason City, 111.; F. A. Doyle, Galesburg, 111.; E. T. Froyd, Paxton, 111.; Miss W. C. Requarth, Ottawa. 111.; Leo Johnson and Mrs. Leo Johnson, Jacksonville, 111. Salesmen and merchants who desire to keep abreast of the times should read the trade journals. 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