The talking machine world (Jan-June 1925)

.May IS, 1925 THE TALKING MACHINE WORLD Declaration of Principles in Radio Merchandising Adopted by Association Executive Committee of Talking Machine and Radio Men, Inc., New York, Adopts Schedule of Suggestions on Sound Merchandising of Radio for Guidance of Both Retailers and Manufacturers At a meeting of the Executive Committee of The Talking Machine and Radio Men, Inc., held on May 8, the most dominating business transacted was the adoption of a comprehensive schedule of recommendations on the matter of handling radio apparatus designed to aid the retailer in selling radio on a profitable basis and to help the manufacturer in so adjusting his affairs as to assist in the stabilization of the industry. The schedule, which contains a number of interesting and pertinent suggestions, both for the dealer and the manufacturer, is in a sense the outgrowth of two meetings of radio manufacturers and their representatives with the members of the Executive Committee of the Association during the past couple of months, wherein an effort was made to reach some general understanding of merchandising policies that would prove advantageous both to the maker'and seller of radio. It was largely through the efforts of Irwin Kurtz, president of the Association, that that body has made such earnest efforts to improve distributing methods in the radio field, and although some of the results may not be apparent on the surface there is no question but that the work of the dealers' body has been effective to a marked degree. The schedule of recommendations as adopted by the Executive Committee and submitted for ratification to the membership at large at the monthly meeting on May 13 read in full as follows : A Few Lines Rather Than Many 1. Success in business comes from concentration. It is therefore that we recommend that the general handling of sets by dealers should be discontinued. A dealer should handle the products of no more than three manufacturers; and these products should cover the field in price, style and hook-up; thus, by confining themselves to four prod nets, the proper presentation, and sales push can be put behind the products of the manufacturer. Proper representation given to manufacturers will encourage them in their future development. In selling the four products we earnestly urge that the dealers employ every precaution to select manufacturers who use proper merchandising methods and whose past can commend itself to the dealer, to the end that the industry can as rapidly as possible be put on a real business basis and be taken out of its goldmine rush days. We believe that a real dealer's franchise proposition, hacked by an earnest endeavor by the manufacturer to make the franchise a valuable one, may be the solution of the difficulties of the trade. At this time, however, we made no recommendation that there be a general issuance uf franchises. Handle Receivers of Reputation 2. For the dealer's own protection, he should handle only such sets as are standard, nationally advertised and Steer clear absolutely from any stenciled merchandise. Such merchandise becomes practically valueless as soon as the height of the season is passed and his profits then are_ tied up in immovable inventory on which great losses are taken. Very frequently the dealer makes a handsome profit during the season and gives it all back in the way of losses on inventory at the end of the season, having gotten nothing more than a mere living out of his hard work. Standard merchandise purchased at a living discount and backed by a manufacturer of reliable standing, financially and otherwise, is profit insurance. The Question of Service 3. We recommend that all dealers be prepared to give proper service upon sets sold, and that the service portion of their business be stressed in advertising and window displays; so that the public will have an assurance that after a set is installed in their home the dealer service will stand back of the set, and see to it that it continues to function properly. The proper service given to a consumer will develop the dealer's good will and bring him an endless amount of repeat business, thereby assisting in I he reduction of his percentage overhead and the increase in his net profit. An investment made now in service work and a service department will reap a big return. In lieu of a home service department, arrangements can be made with certain well-known service organizations now being used by some of the leading retailers. 4. We recommend that an immediate effort be made to train yourselves and your clerks so that intelligent service and advice shall be given not only to purchasers in regard to the operation and maintenance of their sets, but also to all prospective purchasers. 5. We recommend that all sets that are advertised for sale or displayed in store windows or in stores, be advertised and marked under their "stripped" price only and never equipped; unless the set is one of those in which the parts are made by the manufacturers of the set, in which event the set shall be marketed under its complete price, fully equipped. When advertising complete sets, all accessories should be named. Pertinent Suggestions to Manufacturers 6. We earnestly recommend to the manufacturers of the country that there be only one discount price offered to dealers, regardless of the quantity purchased, and that the price offered should enable a dealer to make a fair profit; also that at no time should the manufacturer offer further discounts for quantity purchases, thus putting all dealers on an equally fair basis. 7. We desire to call to the attention of the manufacturers of the country the fact that more jobbers do not necessarily mean more business; that there should be fewer and belter jobbers. That they should earnestly endeavor to see to it that those receiving jobbers' discounts are real jobbers and not the purchasing agents for chain stores, department stores, etc. 8. We earnestly recommend to all manufacturers that if they change their models or their prices they notify their jobbers and dealers in writing at least ninety days in advance of the change and at termination of said ninety days that a satisfactory adjustment be made. Copies of the schedule will be sent to all the associations in the music trade throughout the country, as well as to a number outside the field, with the suggestion that they ratify it either in whole or in part, suggest additions, and endeavor to make the move for better radio merchandising a national factor. New Radio Freight Rates Suspended Until Sept. 14 Interstate Commerce Commission Orders Suspension of Increased Fates Until That Date to Await Results of Pending Cases Washington, D. C, May 11. — The Interstate Commerce Commission has ordered the suspension until September 14 of a proposed classification of radio sets under which railroad freight rates would be substantially increased. The new classification was to have become effective May 17. The Commission now has before it a similar case, in which a proposed classification of radio sets was suspended until next week in order that an investigation might be made. Hearings were held on this case last month, and attorneys for the various parties interested were given until May 15 in which to file briefs. Brandes Gotham Office Moved C. Brandes, Inc., manufacturer of Brandes table talkers and head sets, has moved its New York office to the Woolworth building. The office is under the direction of M. C. Rypinski, vice-president in charge of sales. The growth of Brandes popularity in England is also notable. Two and a half years ago, W. A. Bartlett sailed for England as a sales representative and so great has been the demand for the products that a subsidiary company, Brandes, Ltd., has been formed with a large manufacturing plant in Slough, Bucks, England and office headquarters at London. DictO^rSUld New Music Store Opens TRADE MARK PATENT APPLIED FOR that is different from any other on the market. Talking machine dealers will find the Puratoan a loud speaker that they can sell readily for two reasons. First, for its remarkable fidelity in tone reproduction. It is made of Custeloid, a new material eliminating all vibrations and harsh metallic rasping sounds. It is acoustically perfect. Secondly, it is an instrument of art — a musical instrument that will grace the wareroom of the dealer or the finest home in which it may be placed. There are three models, two cabinet models and a vase model. With the Puratoan you can defy competition. Be the first in your neighborhood to sell it. Our guarantee of your money back protects you The Articulating True Tone LOUD SPEAKER A new music store has been opened in the Baker Building on Limestone street, Gaffney, S. C, by Gaffney, Willis & Smith, handling a general stock of music goods.