The talking machine world (July-Dec 1924)

170 THE TALKING MACHINE WORLD December 15, 1924 Landau's Stages Some Unusual Window Displays and Record Demand Is Stimulated Live Victor Dealer Operating a Chain of Stores in Pennsylvania Cities Has Built Up a Large Business Among the Foreign-born Through Intelligent Sales Promotion Methods Does it pay to go after foreign-record business? It does, according to Landau's, live Victor dealer operationg stores in Hazleton and other Pennsylvania cities. This concern carries a complete stock of Victor foreign records in the following languages: Polish, Slovak, Hungarian, Russian, German, Lithuanian, Ukrainian, as well as records in other foreign languages. There are many foreigners in the section of the State in which the Landau firm operates stores and from which it draws its business, and the methods used n going after this foreign-record business are typical of the policies which have made this one of the most successful retail houses in the entire State. The illustration herewith shows a recent Landau window display of foreign records. As may be seen, the center of the display is a huge map of Europe flanked on both sides with records in the various languages. The Landau Forei Ribbons lead from the records to the countries represented by the records. At the head of the map is a placard which bears the following inspiring message to the foreign-born: "You can hear the music of your homeland right in your own home if you own a Victrola." At the foot of the map a placard announces: "We have a complete stock of Victor records in Polish, Slovak, Ukrainian, Hungarian, German, Russian, Lithuanian and other European records. Come in and hear your native music." On the right of the display is an upright Victrola with a placard emphasizing the fact that a small down payment will secure an instrument. This is a concrete example of how a farsighted talking machine dealer is actually cashing in on potential business which is overlooked or deliberately neglected by many retailers. Every manufacturing town has a fair share of people of foreign birth who can be turned into customers for machines and foreign records, as well as the current standard and jazz music. Experience of dealers proves that these people gn Record Display Which Created Sales make the best type of customers if they are handled properly. They are inclined to dicker and haggle over the prices before purchasing machines, but the dealer who maintains his price and never succumbs to the temptation to drop a few dollars from the price or throw in a few records or other accessories in order to close the sale will win their respect and trade. On the other hand, the dealer who lets a foreigner talk him into making price and other concessions will regret it, because the word quickly will be passed along and the trouble will begin. The dealer who remains firm and shows bv his actions that he is fair in his dealing will 14-inch bell Polished pyralin A Speaker of distinctive lines Remarkable volume with clarity Produces with full volume without sacrifice of clearness or naturalness. To use a Burns Speaker is equal to hearing the original tones. Handsomely shaped horn — 14 inches in diameter. No. 205B model has flare of bell of polished black pyralin. No. 205D has flare of handsome mahogany tinted pyralin, semi-transparent. PHONOGRAPH UNIT The Burns Speaker Unit as used with the No. 205 Reproducer has already proven its merits. This Unit is also furnished in the No. M«i tvjM flp, iffi*^, for use on phonographs. Fits any ^■PnSK^J make. An excellent model for ^■fei.-™*^^^ built-in speakers. . ^flSgfll^^ No. ZOSB — With polished black bell $22.50 No. 205D— With shell pyralin bell 25.00 No. 100 — I'nlt for phonograph use : 10.00 No. 100 Write for our interesting trade prices. MANUFACTURERS jftnericaa (§fadric Qm/xmy State and 64th Streets CHICAGO, U. S. A win the everlasting friendship of his foreignborn customers, and he will not only secure their business but they will be the means of bringing his store to the attention of their friends. This is publicity and good-will of the most profitable character. L. C. Lincoln Resigns Post With Sonora Phonograph Go. L. C. Lincoln, for the past seven years advertising manager of the Sonora Phonograph Co., Inc., New York, has resigned from this position, effective January 1. Mr. Lincoln has not jet announced his definite plans for the future, except that he will enter the advertising business for himself and probably act as advertising counselor for several well-known concerns. Mr. Lincoln is ideally qualified to give valuable service to manufacturers regarding the marketing of their products through jobbers and dealers, for he is intimately familiar with every phase of wholesale and retail merchandising and publicity. As advertising manager for the Sonora Phonograph Co. he was responsible for the exceptionally effective and attractive campaigns prepared for these products, and he has worked in close touch with dealers throughout the country. In addition to his advertising training, Mr. Lincoln has been identified with practical sales activities which have enabled him to apply his publicity experience and knowledge to the best possible advantage. Coto-Goil Go. Receiving Set Popular With Trade Providence, R. I., December 8. — The Coto-Coil Co., of this city, which has earned an enviable reputation in radio parts circles as manufacturer of the Coto-Coil, is now becoming equally well known for the complete radio set which it produces. This set has been long in the period of development and only comparatively recently introduced. The Coto-Coil Co. has a well developed sales and manufacturing organization and extensive manufacturing facilities. It is, therefore, entering on set manufacturing in an energetic manner and it is expected that its set, attractively cabineted and with its wide selectivity, will prove popular among dealers, particularly in the talking machine field. Zimmerman-Bitter Go. Completes Installation The Zimmerman-Bitter Construction Co., New York, installer of equipment in phonograph stores, recently completed an installation at Friedman's Music Shop, 73 Springfield avenue, Newark, N. J. The installation consisted of the refitting of the entire store, the installing of record racks, counters, display cases and sheet music department. This company also recently completed the entire decorating and installing of equipment in the Morris Music Shop, Lenox avenue and 143d street, New York. Dallas Orchestra Records Dallas, Tex., December 6. — One of the most popular of local orchestras. Jack Gardner's Orchestra of Dallas, was recently honored by being chosen to make recordings for the Okch records, manufactured by the General Phonograph Corp. Members of the recording staff of the company visited Dallas to do the recording. Dictogrand The Articulating True Tone LOUD SPEAKER