The talking machine world (July-Dec 1924)

October 15, 1924 THE TALKING MACHINE WORLD 27 Squelching the "Saturation Point" Calamity Howlers Methods of the Victor Co. in Proving Wrong Those Who Believe Sales Have Reached Their Limit Featured in Printers' Ink An interesting tribute to the progressive business methods of the Victor Talking Machine Co., Camden, N. J., appeared in the form of an editorial in the September 18 issue of Printers' Ink, the authoritative publication on all advertising matters. Under the caption "Saturation? Think of Victor!" the article dealt with the bugaboo of saturation and told of the methods by which the Victor Co. is overcoming the belief which some people have, that the talking machine industry has reached its limit of distribution. The article reads: "When you see saturation in the distance, stop and consider how some of the gigantic businesses of the country have tackled the problem. Look, for example, at the Victor Talking Machine Co. with that problem in mind. "Over a long period of years it has marshaled its sales force and dealers in an intensive and unbroken sales attack on consumers. It has been one of the largest advertisers in the country. Despite the fact that many people believe that the phonograph industry has about reached its limit in distribution, it probably will continue to be a great advertiser. "And while many are thinking that the saturation point has been reached for phonographs, what is the Victor Co. doing? Right now it is telling its dealers about the farmers' prosperity. It is telling dealers that farmers soon will be seeking relaxation and diversion. 'Strike while the iron is hot — sell them Victrolas.' "'How?' ask the dealers. 'With a light delivery car you can visit a number of farmers each day, taking a Victrola and records with you. Don't wait for business to come to you or someone may head it off,' answers Victor. "A new school season opens. Victor jacks up its dealers by asking: 'Have you shown your local school board the educational advantages of having a Victrola in the school auditorium?' "Vacation is over and people are returning with portable Victrolas. The dealer is urged to canvass his list of purchasers of this model while the people are receptive to suggestions that they invest in an instrument more suitable for the home. "The concert and grand opera season approaches. Here is the industry's great sales impetus which robs saturation of its myth. Victor makes certain that its dealers are awake to possibilities. "That bugaboo saturation! When you think you have reached it, ponder over what Victor tells its dealers: 'You may have to look about a bit for ways to get business coming your way, and there are a score of ways looking right at you. It is to your own interest to look about and see what can be done, and now is the time to do it'." Aside from its commendation of the Victor Co., this article should merit the attention of all dealers in that it mentions methods of stimulating sales that have proved without equal in the past, namely, canvassing and tie-ups with local musical events, the value of which has been illustrated time and time again by articles appearing in the columns of The World. Glarkson's Store Renovated Plattsburgh, N. Y., September 8.— Recent alterations and improvements have made Clarkson's Music Store in the Clinton Theatre Building one of_the most attractive stores in this section of the country. The store now occupies the entire frontage on the Clinton street side of the theatre and carries a complete line of Brunswick phonographs and records, as well as a full line of pianos and musical merchandise. A Business Card That Contains a Sales Message Ideal Music Shop, of Newark, Purchased by W. Arrowsmith — Name Changed to Ideal Radio & Music Shop to Cover Lines Handled Newark, N. J., October 8. — The Ideal Music Shop, one of the leading talking machine stores in this city, owned by a company which operates several stores in Greater New York, was recently sold to W. Arrowsmith, who for a number of years has been connected with the talking machine and radio business and who is a thoroughly experienced retail merchandiser. The name of the establishment has been changed to the Ideal Radio & Music Shop, a fine line of radio having been added. A clever little stunt is in use by Mr. Arrowsmith in connection with his business cards. The face of the card contains the name and address of the concern, together with the name of the company's representative. On the back of the card is the following self-explanatory and interesting message: New Quarters in Fond du Lac W. H. Schmitz, owner of a music store at Fond du Lac, has moved from his old quarters at 24i/2 South Main street into the Moose Temple at 21 Forest avenue. at hi I • )*-coAvroi -1 ^ if^h trm& 0k A GREAT SEASON A GREAT RECEIVER P A GREAT RADIO SEASON is before us — a season when the Music Dealer will come definitely to the front in the Radio sales field. Music Lovers are flocking to Radio and are buying fine receiving sets. Your trade will look to you for a Receiver that will deliver the maximum in radio enjoyment, at a price within the reach of the average family. That's the A-C DAYTON XL-5. A super, five tube receiver, guaranteed to furnish the utmost in selectivity and volume and receiving the finest of music with PERFECT CLEARNESS, the XL-5 is an outstanding value in the fine Receiving Set market. Beautifully designed and finished in dark mahogany, the XL-5 has an instant appeal. Simplicity of operation makes it easy to demonstrate and SELL. Write today for complete description, price, discounts and music dealer plan. The A-C DAYTON XL-5 is furnished in knockeddown form, complete with all parts and directions, neatly packed in attractive display case. Write for circular. THE A-C ELECTRICAL MFG. CO., DAYTON, OHIO Makers of Fine Electrical Equipment for Twenty Years RADIO has found its place in home life. It has come to stay, and has earned its welcome. It is consistently demonstrating its educational value. It has passed the luxury stage and has become a necessity in our every-day lives. We hear the jazz of Broadway, the sermons of well-known preachers, the concerts of celebrities and the direct connections with all National and Sporting events. We can demonstrate the merits of any of the Nationally known sets in our spacious booths or in your own home. Let us Radioize your home to-day and you will enjoy the interesting programs NOW. The largest, finest and most completely equipped Radio Shop in New Jersey is at your service. IDEAL RADIO & MUSIC SHOP