The talking machine world (Jan-June 1923)

54 THE TALKING MACHINE WORLD June 15, 1923 Prosperity Means Progress of the Trade A. J. Kendrick, Sales Manager Phonograph Division of Brunswick Co., Points Out Opportunities Confronting Trade at Present Time Traveling along the path of evolution from the unknown wielder of clubs and stones of the past to the equally unknown wielder of subtle unseen forces of the future, we are caught up and whirled along on the wave of an era wherein music is made to serve the instincts and needs of a climbing civilization and we find ourselves engaged in a business purveying to this particular and ever-increasing want of the higher man. Music to-day — despite all the cries of the critics to the contrary — is serving a higher purpose, in the light of the vast numbers it reaches, than it has ever done before. Just as there is more real democracy in the world to-day than there was in the days of ancient Greece so there is more music of a higher character known and appreciated by the people of to-day than in the past. How many of us have paused long enough in our energetic effort to get business to consider the advances in music as we consider the advances in such sciences as geology, aeronautics, etc.? The marvels of present-day musical instruments are just as great as the marvels of other sciences. Can it be imagined that a noble of the seventeenth century would be less astonished over the feats of a phonograph or a reproducing piano than over the performance of a modern aeroplane? Try to place yourself in the court of Louis XIV and judge whether or not the performance of the later invention would not be commonplace as compared with the performance of the phonograph or the player-piano. Men have had ideas of flying since the days of mythology. but self-created music was never considered anything else than celestial. History repeats itself — and history never lies. In the past, when a country has experienced a prosperity distinct as compared with contem A. J. Kendrick porary nations, musical development and appreciation has experienced a like impetus. It is because the United States is already well launched upon just such a period of musical development that we of the trade should con sider the importance of the opportunities stretched out before us and shape our policies accordingly. Which has the higher standing in the neighborhood community — the automobile dealer, the doctor, the lawyer, the druggist or the music merchant? Probably they would rank just about in the order given, with the music merchant last of the five; this, in spite of the fact that music caters to a higher need of civilization than any of the rest, and — as has just been shown — boasts more astounding developments than any. The explanation lies in the fact that merchandising of music has not had enough dignity in it. We of the trade have not been sufficiently sold on our own product and are not to this day. The salesman knows less of the beauty and good he is putting into a person's life when he sells a musical instrument than the person who is doing the purchasing. The customer has a vision of the joy of music, a vision powerful enough to make him buy, but the salesman more often than not feels this not at all, although it is to be admitted that he capitalizes on it as a rule. But capitalizing upon another's joy in our product is a cold way of selling — we sliouid know and feel the importance of bur business and what it means to our customers. VVe anselling the most wonderful commodity in theworld and should appreciate the fact. Some oi us do, but most of us do not. Busirie?« ha» too often been the sole consideration and we have not stopped to reflect that the surest way to maintain and increase what business we have is by getting down to a good, solid faith in SCENES LIKE THE ABOVE ARE NOT UNUSUAL THIS SUMMER Because Bristol's AUDIOPHONE Record Reproducer is now used with the phonograph to furnish dance music sufficiently loud for big rooms and for out-ofdoors. This outfit utilizes the same AUDIOPHONE Loud Speaker so successfully used for Radio Receiving. It not only gives a big volume of tone, but a smoother and better quality — more like the original performance. Attached instantly to any make of phonograph without mutilating in any way the original instrument. Operated from dry cell batteries. Summer Homes — Country Clubs — Hotels — Restaurants — Pleasure Boats — Ice Cream Parlors — Dancing Schools — are all live prospects for Bristol's AUDIOPHONE Record Reproducer. Are you prepared to serve them? It not only means a sale of the outfit, but increases the demand for records. Shall we send you bulletins? May we arrange for a demonstration? THE BRISTOL COMPANY WATERBURY, CONN.