The talking machine world (Jan-June 1923)

February 15, 1923 THE TALKING MACHINE WORLD 9 ator who introduces the measure has Httle knowledge of the subject covered in his bill, and is working either for his special interests or as a result of some individual case brought to his attention. It has been proved on numerous occasions, particularly by piano men, that the time to combat inimical legislation is as soon as possible after the bill has been introduced and before it has had a chance to get support. Delay simply serves to complicate matters and makes the task harder and if the bill finally becomes a law before its pernicious character is realized it is an almost hopeless task to have it amended or repealed. Until such time as all States have adopted a uniform conditional sales act and follow the lead of New York and other States there always remains the danger of some legislator attempting to make changes in existing laws covering conditional sales, and the objects are not always altruistic. A local association cannot always ai¥ord to retain counsel to keep in constant touch with the activities at the State Capital, but if the members located close to the heart of things will keep the secretary advised, and he is prompt in filing necessary protests in the name of the association, the fact that an organization is interested in the measure soon has its effect upon legislators. In carrying on a battle of this kind talking machine men will not find themselves alone, for they have on their side furniture, jewelry, clothing and piano dealers, as well as other lines of trade in which instalment selling prevails in a large measure. SOME DEDUCTIONS FROM CENSUS FIGURES O OME time ago the Bureau of the Census at Washington issued *^ figures covering the talking machine industry during the year 1921, in comparison with the year 1919, which tended to indicate that during that two-year period the value of the products of the industry had dropped from $158,500,000 (1919) to $98,164,000 (1921) or roughly some 38 per cent. To those of the trade who believe that an industry must show a substantial gain each year or else is losing ground, the Government figures may prove somewhat discouraging, but a close analysis indicates that there is little real cause for worry, for the reason that although there was an expected decrease in the value of cylinder records, the number and value of disc records, which admittedly make up the bulk of the record production, showed a substantial gain. What was lost during the two years, therefore, was represented directly by the cutting down in the production of machines, and it is to be admitted that some reduction or at least some regulation of machine production was inevitable in view of the conditions then prevailing. Nineteen-nineteen was recognized as one of the peak years in machine production, for not only did the established manufacturers keep up to normal production figures or better, but there were scores of new machine manufacturers and particularly as semblers in the field, all putting quantities of machines on the market. Business was good and for a period the market managed to absorb and distribute this great flood of machines. When 1920 came with its problems of liquidation it found the dealers heavily stocked and more inclined to unload and realize cash than to place fresh orders and incur additional obhgations with the manufacturers. The result was a material reduction in factory production in most instances and the actual elimination of manufacturers from the field in others. It cannot be said that the talking machine trade has reached anywhere near the point of absorption so far as machines are concerned despite the decrease in the value of factory products. It was a question of peak production at a time when conditions went bad and buying interest in every line waned. The result is too well known to require further comment. It is to be expected that the next biennial census figures will show some increase, at least in machine production figures, for 1922 and 1923 in keeping with the improved conditions in the industry. Meanwhile the drop as indicated by the 1921 figures is to be accepted as showing that the trade was again finding its balance, liquidating stocks and getting into a new condition of health in preparation for further advances. The results during the past few months have proved that we are again on the upward path. I THE VALUE OF CONTINUOUS ADVERTISING | THE value of continuously advertised and nationally known products was emphasized at the recent convention of the Association of National Advertisers, held at Atlantic City, at which several publishers pointed out and proved by facts that a very small quantity of advertised products was to be found among the distressed stocks that had to be liquidated through bankruptcy, receiver, or auction sales during the depression of 1921, and that the advertised goods that were inventoried in these stocks were sold with a minimum of sacrifice. Printers' Ink, in commenting upon this situation, points out that the merchant who confines his buying to stocks of only ready saleable products rarely goes into financial difficulties. The reason for this is that advertised, trade-marked goods have a value which is easily recognizable and is quite generally accepted by the public just as a stamp of the government makes our medium of exchange accepted throughout the land. Unknown or unbranded goods, however, have no hallmark by which their value may be judged. It goes without saying that every article of merchandise has a certain intrinsic value, but this value in itself possesses but little sales worth. It takes advertising and trade-marking to establish definitely this value and to make it known and appreciated. There is a lot of sound sense in this conclusion. In order to secure an enduring success the public must be sold, and it can onl} be sold when the product handled is well ad\-ertised. Mr. Victor Dealer: — IS IT A VICTOR RECORD SHORT YOU'RE AFTER • T RY— AND IT" AT ORMES, Inc. New York City 15 West 37th Street 'PHONE FITZROY 3271-2-3