The talking machine world (Jan-June 1925)

January 15, 1925 THE TALKING MACHINE WORLD 19 Retailers' Co-operative Drives Profitable When Retailers Combine Forces to Better Conditions All Profit — Co-operative Campaign of Gotham Dealers Popularizes Radio That old saying, "In union there is strength," might be paraphrased to read, "when talking machine dealers in a community get together for their common good there is profit." Talking machine dealers in a neighborhood or section who combine to exploit the merchandise which they sell or to, in someway, better trade conditions, are working for the common good of the business in general, and betterment of the business of each dealer will'result, as past experiences have proved. It is true that, in many cities throughout the country there are in operation associations which function to improve trade conditions, but a city-wide organization is, many times, far too unwieldy to handle sectional or neighborhood problems. Again, there are many opportunities where the dealers who sell one make of instrument can by their joint efforts greatly stimulate sales. An instance of this are the continued and always highly successful tours of the Eight Popular Victor Artists, who, for many years, have made concert tours, appearing in hundreds of cities and towns under the auspices of Victor dealers, with the result that the prestige of the dealers is increased through providing the townsfolk with an attractive and interesting concert, and the material increase in the demand for records of the different artists who appear makes for greater profits. Co-operate to Secure Publicity Another matter in which dealers can profitably co-operate is the problem of having the local newspapers devote space frequently to happenings in the talking machine trade, news items concerning new artists, or a resume of the monthly record releases. In every section of the country the local newspapers carry advertising of talking machine dealers and in many cases the advertisements are not backed up in any way by news comment. This is in large part, undoubtedly, the fault of the dealers for not insisting upon securing such service when placing their advertising contracts. The publicity departments of the record manufacturing concerns prepare for the benefit of newspapers special articles on interesting events in the talking machine field. New record releases are announced so that the high lights of the different selections and artists are told to the public in an interesting manner with the result that the demand for these records is greatly stimulated. Many papers throughput the country make use of these prepared articles and often the article appears in the regular music department, grouped with the reviews of concerts and musical events. The value of publicity of this character is incalculable. Co-operative Paid Advertising Co-operative advertising is still another form in which dealers can combine to mutual advantage. There have on various occasions appeared in. the columns of The World articles describing the successful co-operative efforts of dealers to stimulate interest "in their merchandise, either in a general way, or in one particular record or to draw attention to the thought of music. How Gotham Dealers Solved Problem A recent form of dealer co-operation shows clearly the beneficial effect that the united efforts of a half-dozen or more dealers can have. A group of New York talking machine dealers whose customers are composed of ninety or more per cent Jewish trade were hampered in their handling of radio merchandise by the fact that the Jewish papers seldom mentionedradio, with the consequence that the Jewishspeaking people had only a hazy and distorted idea of a radio receiver, imagining it to be something that required technical skill and a course of preparation before its benefits could be completely realized. Daniel Broad, credit manager of the International Phonograph Co.,' an establishment which deals almost exclusively with a Jewish trade, arranged for a meeting with a half-dozen other talking machine dealers who were similarly situated. They threshed the problem out and finally decided that it was necessary to secure some action from the newspapers. A second meeting was held at which a representative of the leading Jewish newspaper, the Forward, was present. The dealers asked that a radio section be added to the paper, showing that the firms interested were all heavy advertisers in that paper. These firms included Saul Birns, Bairn Bros. & Friedberg, International Phonograph Co., Parnes & Jacobs, Max Mandel and others. The result was that this paper, the Forward, in its issue each Saturday, now devotes an entire page to radio, with the program for the day and a number of interesting articles on radio topics. This feature was started the latter part of November and almost immediately the. interest in radio receivers was noticeable at the various stores in the lower East Side, where the population is almost 100 per cent Jewish. Mr. Broad, who is responsible for the move, stated that the increase in the demand for radio is now almost unbelievable. They Stand the "Warehouse Test"! The way Audiophones are going out of our warehouses is one of the frankest testimonials to the power of magazine advertising backed by good distributors and dealers we have ever seen. Like a fractious horse, demand has the bit in its teeth, and we urge you to order as far as possible ahead of the date you will actually need the goods on your floor. Five Audiophones, retailing from $12.50 to $30.00, meet every possible call. THE BRISTOL COMPANY Waterbury, Conn. BRISTOL AUDIOPHONE Loud Speaker