The talking machine world (Jan-June 1928)

The Talking Machine World, New York, January, 1928 ^ %3For dealers / ■wholesalers' pmanufachim of 'phonograph^ {.radio products. (Registered in the U. S. Patent Office) FEDERATED BUSINESS PUBLICATIONS, Inc. President, Raymond Bill; Vice-Presidents, J. B. Spillane, Randolph Brown; Secretary and Treasurer, Edward Lyman Bill; Assistant Secretary, L. B. McDonald; Assistant Treasurer, Wm. A. Low. RAYMOND BILL, Editor B. B. WILSON, BRAID WHITE, Associate Editors C. R. TIGHE, Managing Editor LEE ROBINSON, Business Manager FRANK L. AVERY, Circulation Manager Trade Representatives: E. B. Munch, Victor C. Gardner, V. E. MOYNAHAN. ROYCE CODY, A. J. NlCKLIN Western Division: Republic Building, 209 So. State Street, Chicago, 111. Telephone, Wabash 5242. Leonard P. Canty, Manager. Boston: John H. Wilson, 324 Washington Street. London, Eng., Office: 68 Milton St. (Fore St.) EC. 2. Clerkenwell 1448. The Talking Machine World has regular correspondents located in all of the principal cities throughout America. Published the 15th of every month at 420 Lexington Ave., New York SUBSCRIPTION (including postage): United States, Mexico, $2.00 per year; Canada, $3.00; all other countries, $4.00. Single copies, 25 cents. ADVERTISEMENTS: $6.50 per inch, single column, per insertion. Advertising pages, $172.00. On yearly contracts for display space a special discount is allowed. REMITTANCES should be made payable to The Talking Machine World by check or Post Office Money Order. B^T NOTICE TO ADVERTISERS — Advertising copy should reach this office before the first of each month. By following this rule clients will greatly facilitate work at the publication headquarters. Long Distance Telephone — Number 1760 Lexington Cable Address: "Elbill," New York NEW YORK, JANUARY, 1928 A Glance Into the Trade Future THE year 1928 is now with us, bringing the hopes and expectations of twelve months of business that will prove distinctly satisfying, both to those who manufacture and those who distribute talking machines and radio apparatus, together with their accessories. There is a distinct inclination among the farseeing members of the industry to play the business cards during the year as they see them, without making any extensive prophecies as to any noteworthy stimulation of activity, nor yet of any noticeable backsliding. The role of prophet under any conditions is a thankless one, but it does not require a prophetic sense to view conditions as they exist, or consider the happenings of the past year in retrospect, and then gauge with a certain measure of exactness at least what may normally be expected during the months to come. At the present time the past performance chart is of particular value, for it indicates that there have been overcome during the past year or two many annoying problems, the elimination of which will mean clearer sailing in the future. So far as the talking machine trade is concerned, there are those, and they are in the majority, who believe that the peak of the revival is yet to come, and there is every good reason to believe that this is so, for 1927 saw in many cases a volume of orders that could not be filled and in certain lines and certain products it is likely that a similar condition will exist during a part of 1928 at least. The public has been going through a period of education as to the actual value of the new instrument. It has been more or less of a slow process, with so many factors to attract attention, but it has been quite evident that a large proportion of the public is constantly becoming better acquainted with what may be properly termed a new medium for musical enjoyment. This process of education has rested largely on the shoulders of dealers, for the widespread printed word of the manufacturer has to be backed up with physical demonstrations to prove finally convincing. That an increasing number of dealers are realizing their obligations under these conditions is one of the encouraging signs for the future. As one prominent manufacturer put it, the new type of talking machine is "not a lusty infant but a revived giant." Again it is pertinent to call attention to the increasing sales of records of the better type, an outstanding feature of the 1927 business, and which promises to show stronger advance this year. The production of complete symphonies, operas, choral works and the like, and the ready sale of these record collections at substantial prices, is one of the best evidences that talking machine owners will buy good records if they are properly presented. This fact has been further emphasized by the response to the action of one manufacturer in reducing prices of records by noted artists to a level comparable to prices asked for popular numbers. The rapid increase in sales almost immediately was evidence of the fact that the widespread distribution of good music — the sort that remains interesting — is possible and profitable. In radio there is every indication that the progress made during the past year will continue during 1928, with a number of disappointments of last year eliminated. The progress of stabilization in the industry has been remarkable, and although there was some upset of schedules during 1927, due chiefly to the introduction and demand for socket power receivers, the situation has been handled apparently as well as possible under the conditions and has been ironed out to a degree where it is not likely to present any serious problem during 1928, particularly as the field for new sets continues active and replacement opportunities continue to increase. As one prominent radio official puts it, the public has become "radio wise" and inclined to show definite preferences with sufficient strength to offer a distinct guide for manufacturers who are desirous of meeting market demands rather than forcing their own ideas on a resisting market. Certain it is that the public is demanding stability of product, ease of operation, coupled with attractive appearance. Despite the changes that have come into radio during the past couple of years, it is significant that the tendency is toward receivers that are attractively encased, as well as efficient in operation. In other words, radio has progressed to a point where it is accepted as substantial and worth while, and attention is being directed towards general appearance, and at retail prices that are calculated to put real dollars in the dealer's pocket. A bright spot in radio during 1928 will be the soundness of the broadcasting situation. The activities of the Federal Radio Commission during the past year in clearing up the broadcasting tangle by eliminating numerous stations and dividing the wave lengths of the remainder so that there would be a minimum of interference, has proved a boon to those desirous of receiving onlv one program at a time. This possibility of clear reception, due not only to the Commission's action but to radical improvements in broadcasting apparatus and procedure, has served to arouse the buying interest of thousands of people who heretofore have been more or less skeptical of radio's value. The increasing number of people who will be convinced during the coming year points to an expanding market of no mean dimensions. There is to be considered, too, the marked improvement and elaboration of broadcasting programs. Only the other night some 30,000,000 people had an opportunity of listening to an hour's program that cost the sponsors $67,000 and utilized the services of entertainers and speakers in five widely separated cities, namely, New York, Detroit, Chicago, New Orleans and Los Angeles. We find prominent factors in the motor car field, piano manufacturers, talking machine and record manufacturers, and those interested in the marketing of a variety of products sending out over the air, often through a chain of from twelve to twenty stations, programs that are distinctly meritorious and would not be available to the average listener-in except at a cost far beyond his means. In short, there is no longer any uncertainty regarding radio entertainment, and we enter the new year with this assurance and with the further possibility that there will be still further improvements during the coming twelve months. As to the trade itself, it is optimistic. There are some things, of course, to be ironed out, but through the medium of associated effort these matters are being taken care of gradually and satisfactorily. Exaggerated claims and cut-throat methods are fast giving place to sensible business policies, which is one of the best