The talking machine world (July-Dec 1924)

December 15, 1924 THE TALKING MACHINE WORLD 133 rom Oo moi/ABTEm BLDG., 205) SOUTH STATE ST TELEPHONE WABASH 5242 LEONARD P CANTY Marked Upward Trend in Business Noted Throughout the Middle West Territory Strong Feeling of Optimism Regarding Business Manifested in Heavy Ordering by Retailers — Great Demand for Talking Machines and Radio Combinations — Month's News and Activities Chicago, III., December 8— The talking machine trade in the West has shared with other lines the effects of the general wave of confidence sweeping the country since election, born of the ending of the political uncertainty. The strong upward turn in basic materials, and the letting loose of stored-up capital in many directions has manifested itself even in increased willingness to spend by tht wage worker, who feels that his job is sure. At any rate, jobbers, manufacturers selling direct, as well as retailers all report a decided upturn within a week after election. Wholesale orders are being received in large numbers and of a size that indicate that they had been withheld pending the nation's Presidential decision. One large dealer who had given an order for 300 high grade talking machines with the provision that it be automatically cancelled in case Coolidge was defeated, or the decision thrown into Congress, wired to go ahead and rush shipments as rapidly as possible. The volume of business generally for the month was reported as in excess of last year, many of those who reported this, saying that this was the first month of the year in which a decisive gain had taken place. While retail business continued to fluctuate with the temperature more or less in November, the generally colder weather, the approach of the holidays and the relief from election uncertainties had a noticeable effect and several of the largest dealers in the Loop said that the business during the first half of November was equal to that of the entire month of October which was, it will be remembered, marked by unseasonably warm weather. Jobbers and manufacturers contributed greatly to the increased 'buying during November by arguments strongly put by word of mouth and by letters to their dealers stressing the fact that the talk of a pending shortage was not merely a cry of "wolf," but that stocks were absolutely disappearing under the public's insistent demand, although they had previously seemed quite sizeable. Consequently, many dealers were induced to order stocks for immediate delivery in anticipation of their requirements up to January 1, and from all indications they will have every reason to be satisfied with their action. The really notable thing about the present condition is the decided upturn this Fall in the demand for combination talking machines and radio models or for models especially equipped for the installation of radio. One Loop dealer remarked that the number of people coming into his store to look at radio sets but who were; not owners of talking machines was really astonishing and in the majority of cases a little intelligent salesmanship could convert a radio prospect into a buyer of a combination outfit. Talks with visiting dealers and jobbers during the Radio Show revealed the fact that the opposition to radio even by those who formerly were opposed to it because of its effect on talking machines sales is dying out. It is not simply a matter of being forced to admit an unwelcome factor, but rather the recognition of the stabilization of the talking machine business and the advent of a new factor furnishing great sales and profit-making possibilities. Nearly everyone interviewed recently in the trade is emphatic regarding the significance of stressing the better class of music as witnessed by such movements as the introduction to the new Victor music Art Library, the Master-Works series of the Columbia Phonograph Co., the new Hall of Fame recordings of the Brunswick Co., the splendid symphonic and other classical reproductions through Odeon records, and such splendid accomplishments as the seven doublefaced recordings of Beethoven's Ninth Symphony on Vocalion records by the Aeolian Co. It is generally recognized that such work as this will have a positively beneficial effect in the sale of talking machines and constitute the means of carrying into homes of people capable of purchasing good machines that have not done so; before. It will also have the effect of reviving (Continued on page 136) Style M One of several beautiful console models KIMBALL PHONOGRAPHS Reliability Makes Them Popular ETHER it is the dealer who buys in ▼ ▼ carload lots, or the individual customer, the reliability of the Kimball makes an instant appeal. In the Kimball you find perfection of mechanism, exclusive features, visible beauty in design and finish, correct reproduction of tone, therefore, the Natural tone of voice, violin or other instrument. Now is the Time to Buy W. W. KIMBALL CO. Established 18S7 Kimball Hall 306 So. 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