The talking machine world (Jan-June 1923)

June 15, 1923 THE TALKING MACHINE WORLD 95 I nORTON-CALLO-CREAMER CO; VlOTOR.y&RVICE SPECIALISTS FOR NEW ENGLAND VICTOR RETAILERS* ADVERTISING THAT IS INEFFECTIVE The Merchant Who Curtails Advertising Because It Does Not Pull Makes a Mistake — Improved Publicity Is Answ^er to Problem There can be little doubt that advertising is one of the strongest mediums through which business can be obtained and, with the universal knowledge that this is so, it seems very strange indeed that so little serious thought is given to this important branch of the business. The main problem with which the talking machine dealer is concerned is to get his merchandise before the public in ihe strongest and most favorable light possible and if his advertising fails to accomplish this purpose to some extent he is wasting money and there are two courses left open to him. Either he can cut out his advertising entirely or he can improve it to such an extent that it will bring about the desired results. Obviously the former method would be in the nature of courting degeneration of his business and, therefore, the latter is really the only successful way out. There are too many dealers who are curtailing their advertising because it does not seem to be effective. There seems to be a lack of perception which is resulting in loss of business to these dealers and the sooner they determine not to cut out or curtail their publicity, but to bring it up to a standard where it will bring the. vital message, which every dealer has to convey to the public so much sooner will there be results. There are many text-books concerned with the fundamental principles of advertising and the talking machine dealer who prepares his own newspaper publicity can do no better than to pay a visit to the public library in his city or to purchase one of these books and glean therefrom some knowledge of this important subject which he can put to profitable use. G. W. Wathen, of Pittsburgh, Pa., recently took over the East Liberty Brunswick Shop, of Pittsburgh. NEW HAVEN NOW THE HOCKETT-COWAN MUSIC CO. Fresno, Cal., June 4. — Hockett, Bristol & Cowan, the largest music dealers in the San Joaquin Valley, at Merced and K streets, have very recently undergone modifications of importance in the music field of California. This house is one of the largest merchants of New Edison phonographs and Chickering and other highgrade pianos west of Chicago. This firm is now reorganized and incorporated under the name CONN. of Hockett-Cov^'an Music Co., and occupies the same quarters as the old firm. Joe Bristol resigned at the inception of the new firm on account of ill health. He has been a hard worker and the members of the new firm express considerable regret over his indisposition. J. E. Robbins, manager of the Visalia branch, and C. E. Wagner, salesman, have assumed membership in the new organization. O. S. Hockett and wife and J. E. Robbins and wife, of the Hockett-Cowan Music Co., left on Decoration Day for an extended trip East. They will attend the allied music trades convention to be held in Chicago and will also visit relatives in various places. ANNOUNCE NEW PORTABLE Fulton Talking Machine Co. Starts National Distribution of New Product The Fulton Talking Machine Co., 253 Third avenue. New York City, manufacturer of talking machines bearing the above name, announces a new popular priced portable style. This machine carries some new exclusive ideas as regards equipment. The tone arm remains connected whether the machine is opened or closed. Opening the lid, the tone arm sets automatically in place in a position ready to play a record. Closing, the lid works the tone arm automatically into the cabinet. The machine is manufactured either in mahogany or leatheroid finish. The Fulton Co. introduced this new machine in the metropolitan district with success and contemplates making deliveries throughout the country at once, the increased production justifying exploitation of the product over a larger territory. REASONS FOR INCREASE OF SALES 0.\KLAND, Cal., June 7. — Harry N. Chesebrough and Olin S. Grove, who merchandise the New Edison in Oakland on a large scale, look forward to increasing sales as new families are moving into the big "trans-Baj' town" by the hundreds each week. Mr. Grove has increased his selling force to better accommodate his growing clientele. Charles Durso, retailer, of Somerville, N. J., has taken on the complete Brunswick line for his town and contiguous territory. Edison Dealers: Here is a way to make extra profits. Investigate the "Perfection" and see for yourself its big possibilities. A new gold finish by the Chesley process is now being put on all Perfection attachments. It's a good, heavy, durable gold finish — a "five-ply" finish. You can recommend and sell Perfection attachments, with a guarantee of 100% service. Every Edison owner is a prospect. /•I It makes possible the playing of all makes of lateral cut records on Edison machines. A" 4 Construction and finish — the best. This is the "Perfection" Edison Attachment (Nos. 4 and 7) Send today for complete information, prices and dealers' proposition. NEW ENGLAND TALKING MACHINE CO. 16-18 BEACH STREET BOSTON, MASS.