The talking machine world (Jan-June 1923)

The Talking* Machine World Vol. 19. No. 2 New York, February 15, 1923 Price Twenty-five Cents INCREASES DANCE RECORD SALES The Young & Chaffee Co., of Grand Rapids, Erects Miniature Ballroom to Stimulate Sales of Dance Records — A Move of Interest MUST GIVE NOTICE OF SEIZURE Every talking machine dealer knows that the most popular records he sells are the latest dance hits played by the half dozen or so famous dance orchestras. More of these are sold than of any other class, and therefore a large percentage of the total record sales is from the sales of dance records. One enterprising firm has hit upon a novel, and effective, method of increasing the sales of these popular records. This firm, the Young & Chaffee Furniture Co., of Grand Rapids, Mich., has built a miniature ballroom for the convenience of its record patrons so that customers may try the tempo of the new. records by actually dancing to them. It is a wellknown fact that there is considerable variation to the time of different records— especially of those played by different orchestras. The miniature ballroom gives each patron an opportunity to try the time of the dance hits and select those records which they like best. The invitation of this firm reads as follows: ^iiiiiiiiiiiiiii iiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiM I VISITOUR I I MINIATURE I I BALLROOM, | g Especially built for the convenience of our patrons. S --'z A smootii polished dance floor of miniature size z M assisting you to select proper dance records that il — will meet with your individual liking. Come in -= and glide to Paul Whiteman's wonderful orches § _ trations. They're irresistible. 1 llllllllllilllllllllllllllllllllllillllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^ Nothing is more disappointing to dance record patrons than to purchase half a dozen or more dance records and then in trying them out at home find that the time is too fast or too slow for their liking. Of course, the speed of the turntable may be regulated, but this alters the pitch of the music and dealers usually advise against changing the speed from the number of revolutions designated by the manufacturers. The miniature ballroom safeguards any such dissatisfaction on the part of the purchasers as they can be sure they like the tempo by actual dancing to the records before making their purchases; then it has a salesmaking value, also, as it attracts many new customers for talking machines. The plan of having a small ballroom in the record department is suggested to other talking machine dealers as a method for increasing the sales of the "best-selling" dance records. WILL ROGERS ON VICTOR RECORDS Popular Monologist and Musical Comedy Star Signs Five-year Contract With Victor Co. Will Rogers, who has won his way into the front rank as an after-dinner speaker, apart from his histrionic ability and his skill as a manipulator of the lariat, has signed a five years' contract with the Victor Talking Machine Co. to make original recordings of his monologs. Mr. Rogers has won a large measure of favor by the originality of his talks and his ability to satirize the weak spots in organizations as well as in 'human beings, hence the fact that he will soon be heard through the medium of the Victor record will add immensely to his popularity and give him a national audience. WISDOM OF OBSERVATION When in Rome do as the Romans do. In other words, when you are serving a patron who is dignified in bearing be dignified yourself and when a person inclined to jocularity comes in don't forget that this type of prospect will not respond to excessive dignity. See second last Bill Introduced in the Senate at Albany to Protect Purchasers on Instalments — Legislation of This Kind Is Well Worth Watching It is interesting to dealers in talking machines and other musical instruments which are sold on instalments to know that Senator Meyer Levy, of the Seventeenth Senatorial District of New York, has introduced a bill in the State Senate at Albany to amend the municipal Court Code of New York City in relation to notice of application for warrant of seizure in action to foreclose lien on chattel. If passed, this bill would require instalment houses to give notice before they could secure a warrant of seizure of talking machines, pianos or household furniture, upon which part of the money Tias already been paid. "My attention," said Mr. Levy, "has been brought to thousands of instances where poor families have purchased household furniture and other goods, paying a large part of the amount due, and, when in default for the remaining sum, the property has been taken from ihem without any notice or opportunity to offer their defense or adjust their differences with the instalment house. "If passed, this bill will remedy this evil, as it provides that before the property can be seized a five days' notice must be given to the mortgagor, and during that time an opportunity is presented to raise the sum due on the mortgage, or give them an opportunity to adjust their differences with the instalment house in order to prevent the furniture being seized. Unless the adjustment is made within the five days the instalment house can then apply for a warrant of seizure. "The law, as in force to-day," added Mr. Levy, "gives instalment houses an absolute right to secure a warrant directing a city marshal to break and enter premises, and remove all property referred to in the mortgage. In many instances investigations have shown that almost the entire sum had been paid, and the default had been due to unfortunate circumstances." SELLS TWELVE MACHINES TO ASYLUM A. Gressett Music House Goes Into Byways After Business — Has Placed Many Musical Instruments in County Public Schools Meridian, Miss., February 3. — M. E. Taylor, manager of the talking machine department of the A. Gressett Music House, Victor dealer of this city, recently closed a deal with the State Asylum for the Insane, located in Meridian. He succeeded in selling them twelve Victrolas, Style 50, which is the portable machine, all to be used in this one asylum. The authorities plan to use them in all the wards and the fact that they are of the portable type makes them easily transported from one ward to another. In addition, Mr. Taylor sold them a Victrola, Style 130, one of the largest upright models in the Victor selection. In the aggregate these sales, including a number of records for each instrument, amounted to almost $1,500. Also, Mr. Taylor has been very successful in selling Victrolas to the public schools in and around Meridian. A large number of the Victor school models are in the schools in Meridian, while in the surrounding country at least a portable type has been placed in every school in the county. Mrs. Roe, of the A. Gressett Music House, is devoting considerable of her time to educational work and it is through her efforts that a great many of the school machines are placed — particularly those in the adjacent counties. OUR EXPORTS OF TALKING MACHINES Export Figures on Talking Machines and Records Show Increasing Tendency as Compared With Last Year — Our Buyers Abroad Washington, D. C, February 10. — In the summary of exports of the commerce of the United States for the month of November, 1922 (the latest period for which it has been compiled), which has just been issued, the following are the figures on talking machines and records: Talking machines to the number . of 7,367, valued at $281,291, were exported in November, 1922, as compared with 3,658 talking machines, valued at $157,723, sent abroad in the same period of 1921. The eleven months' total showed that we exported 49,723 talking machines, valued at $1,825,702, as against 33,889 talking machines, valued at $1,584,835, in 1921. The total exports of records and supplies for November, 1922, were valued at $107,683, as compared with $145,679 in November, 1921. The eleven months ending November, 1922, show records and accessories exported valued at $981,637, and in 1921. $2,015,467. The countries to which exports were made in November and the values thereof are as follows: France, $1,724; United Kingdom, $8,213; Canada, $114,827; Central America, $6,540; Mexico, $23,106; Cuba, $4,135; Argentina, $13,790; other South American countries, $11,275; China, $1,671; Japan, $20,089; Philippine Islands, $10,907; Australia, $9,771; Peru, $6,888; Chile, $13,593; other countries, $34,762. In the above report the imports are not included and this is explained by the Bureau of Foreign and Domestic Commerce who inform The World that "Only the exports of domestic merchandise by articles and principal countries are published at this time on account of the delay in the import reports. The corresponding statement of imports will be published when the delayed reports are received." CLARK & JONES ADD BRUNSWICK Prominent Birmingham, Ala., Concern Plans Intensive Drive on This Line During 1923 Birmingham, Ala., February 1. — The Brunswick line of phonographs and, records has been added by the Clark & Jones Piano Co., 1913 Third avenue, this city. This company is one of the best and livest dealers in the South and is well equipped to handle the large initial order of phonographs and records placed with the Brunswick Co. Located in the very center of the retail district, they have a very fine store and occupy eighteen thousand feet of floor space. An intensive merchandising campaign in the interest of this line is planned. INTRODUCING THE SALESMAN Letter From Firm Naming Salesman and Stating Time of Call Overcomes Prejudice and Paves the Way for a Cordial Reception Unless a prospect is really interested in purchasing a talking machine the salesman who makes calls merely because he happens to have a list of names, many of them worthless as far as sales possibilities are concerned, is often likely to get a rebuff instead of a hearing. A plan to overcome the prejudice against the salesman-canvasser which may exist has been tried with considerable success. It consists simply of a brief letter of introduction by the head of the concern to the prospects stating that the representative of the concern will call between certain hours on a certain day. Thus, the prospective customer is prepared for the visit and a cordial reception is extended. page for Index of Articles of Interest in this issue of The World